Merlin Entertainments has announced a multi-million pound and multi-territory partnership with immersive group gaming platform Immersive Gamebox. 

 Merlin and Immersive Gamebox will launch their global partnership with two initial Gamebox locations in Merlin’s existing sites in Sydney, Australia and Oberhausen, Germany. The collaboration sees potential for a significant roll out plan across the Merlin Estate including the UK, US and APAC. Each Gamebox will host eight free-standing Gameboxes per location, each of which can accommodate 2-6 players per play session, and run games lasting between 30 and 120 minutes.

The partnership creates a new platform for collaboration with Merlin’s leading IP and brand relationships including HASBRO’s Peppa Pig, Sony Pictures Entertainment’s Jumanji, Ferrari and Cadbury, alongside its long-standing exclusive relationship with the LEGO® Group.

Immersive Gamebox – co-founded by CEO Will Dean and CFO David Spindler – has a suite of iconic family-driven IP partnerships with leading entertainment studios including Paramount, with whom they created PAW Patrol: New Recruits, the world’s first immersive game for kids 3+, Rovio Entertainment where they produced a life-sized slingshot

Angry Birds game; Aardman for Shaun the Sheep, and streaming giant Netflix where they created an immersive Squid Game based on the hit TV-show.  IGB also recently announced a collaboration with Merlin’s long-time partner Sony Pictures Entertainment via Columbia Pictures Location Based Entertainment, on a new Ghostbusters game.

“Will Dean is an extraordinary entrepreneur who has built a world-class team, developed cutting-edge technology and partnered with iconic IP,” said Merlin Entertainments CEO Scott O’Neill. “This new, exciting chapter is being executed with the hope that with success will come a deeper rollout throughout our global estate.”