World’s first-ever active gaming experience picks The O2 for its UK launch

Activate is a brand-new immersive and interactive attraction and will have its European debut at The O2, the world’s most popular live entertainment, leisure, and retail destination – furthering bolstering The O2’s rich leisure offering with a 10,000 sq ft unit located on the upper level, a stone’s throw away from popular attractions like Mamma Mia! The Party.

Activate offers a revolutionary blend of physical activity and technology, positioning itself as the world's first tech-led active gaming facility. Participants are invited to jump, climb, and problem-solve in real-time interactive game rooms, promising a high-energy, adrenaline-fueled adventure suitable for all ages. With multiple gaming formats, Activate provides a dynamic and unforgettable experience.

Already a sensation in North America, Activate operates 20 successful locations across Canada and the United States. With more than 750 million views on TikTok and recognition as one of the fastest-growing experiential leisure brands, Activate’s arrival in the UK is highly anticipated.

Richard Beese, Co-Founder of We Do Play, expressed his excitement about the upcoming opening at The O2. He said: “We were the team behind bringing Boom Battle Bar to The O2, and it has been a phenomenal location for us. It really is the world’s most popular live entertainment, leisure, and retail destination.

“The energy and atmosphere of The O2, combined with Activate’s thrilling, interactive gameplay, makes this a perfect fit for customers seeking the ultimate play experience.”

Janine Constantin-Russell, Managing Director of the Entertainment District and Outlet Shopping at The O2 added: “We’re thrilled to be welcoming Activate to The O2 later this year, thereby bolstering our extensive leisure offering and providing our visitors with even more choice of things to do under one iconic roof. We’re really proud to be the location of choice for Activate’s UK debut and have no doubt that it will be a huge hit with our visitors.”

Beese continue: “Looking ahead, We Do Play is planning an aggressive rollout of Activate across the UK, with a target of opening a minimum of 30 sites by 2028.

“I’m incredibly excited to see the UK’s response to Activate. It’s an experience like no other—something that needs to be played to be truly appreciated.”

wedoplay.co.uk

playactivate.com/