Posted:20-March-2026
Immersive Gamebox Signs Multi-Million Pound Franchise Deal for UK Expansion
Immersive Gamebox, the global pioneer in interactive group gaming, has signed a multi-million-pound franchise agreement with Beyond Box Operations to open 30 Immersive Gamebox locations across the United Kingdom over the next five years. The partnership combines Immersive Gamebox’s proprietary interactive gaming technology with a leadership team experienced in scaling consumer brands in high-footfall retail environments, a model designed to capitalise on the growing demand for experiential retail.
Beyond Box Operations is led by retail entrepreneur Amir Mashkoor, the operator behind the UK expansion of lifestyle retailer MINISO. Through Kouriten Limited, Mashkoor holds the UK master franchise rights for the brand and has scaled the business to more than 60 locations nationwide, establishing it as one of the country’s fastest-growing retail rollouts in recent years
The partnership marks a significant milestone in Immersive Gamebox’s global franchise expansion and underscores growing investor confidence in immersive, experience-led entertainment as retail environments evolve. As landlords and operators look to adapt to shifting retail footfall patterns, immersive entertainment concepts are increasingly being used to drive dwell time, repeat visitation and destination appeal.
Immersive Gamebox is a next-generation entertainment company creating immersive, multiplayer gaming experiences. Working with major studios including Netflix, Warner Bros. and Sony, it allows players to step inside interactive digital games inspired by global entertainment franchises such as Squid Game, Batman and Floor Is Lava, using projection mapping, touch-sensitive walls and motion tracking technology. The concept has already demonstrated strong consumer demand, with a global network of more than 35 locations across the UK, US, Canada, France, Germany and Saudi Arabia.
The new UK franchise agreement forms part of Immersive Gamebox’s broader ambition to scale its footprint internationally through experienced regional operators, with a target of reaching 100 locations globally by 2027. Under the agreement, the 30 new Immersive Gamebox venues are set to open starting in 2026, with locations planned for major shopping centres and high-traffic retail destinations across the UK. Alongside its UK expansion, Immersive Gamebox has recently signed its first US multi-site development deal for the Greater Seattle area, with the first location scheduled to open in 2026.
Lisa Paton, CEO of Immersive Gamebox, said: “Partnering with Amir and the Beyond Box team represents an exciting step forward in our global franchise strategy. They bring a proven track record of building scalable consumer brands in high-footfall retail destinations, which makes them an ideal partner to lead Immersive Gamebox’s expansion across the UK.
“As retail environments evolve, operators and investors are increasingly seeking modular, flexible entertainment concepts that can deliver strong returns without operational complexity. Immersive Gamebox was designed with exactly that in mind, a social entertainment experience that drives dwell time, repeat visits and measurable performance for landlords and franchise partners alike.”
Amir Mashkoor, Founder, said “Immersive Gamebox stood out because it combines a compelling customer experience with a format that is efficient to operate and highly scalable. It’s a proven concept with strong repeat engagement, and we see an exciting opportunity to build it into a national network of locations across the UK.”
Positioned at the intersection of the $700+ billion video gaming, immersive experiences and global branded entertainment industries, Gamebox is building a new category of location-based entertainment that combines the engagement of gaming with the social, in-person appeal of shared experiences. With a proven concept, a scalable franchise model and growing international demand, Immersive Gamebox is positioning itself as a leading platform for the next generation of experience-led entertainment venues.
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