Immersive Gamebox Secures Multi-Million Franchise Deal to Drive UK Expansion
Immersive Gamebox has signed a multi-million-pound franchise agreement to significantly expand its UK footprint, with plans to launch 30 new locations over the next five years. The deal marks a major step forward for the fast-growing immersive entertainment brand as it accelerates its global franchise strategy.
The agreement has been struck with Beyond Box Operations, a newly formed vehicle led by retail entrepreneur Amir Mashkoor. Mashkoor is best known for spearheading the UK rollout of MINISO, where he holds the master franchise rights through Kouriten Limited and has scaled the business to more than 60 stores nationwide.
Strategic Partnership to Scale Experiential Retail
The partnership brings together Immersive Gamebox’s proprietary interactive gaming technology with a leadership team experienced in delivering rapid, large-scale retail rollouts in high-footfall destinations. The move is designed to capitalise on the continued rise of experiential retail, where landlords are increasingly prioritising concepts that boost customer engagement, dwell time and repeat visits.
Immersive Gamebox has built a reputation as a pioneer in interactive group gaming, offering shared, immersive experiences that blend physical and digital gameplay. Using projection mapping, motion tracking and touch-sensitive walls, players can step inside games inspired by major global franchises.
The company has collaborated with leading entertainment brands including Netflix, Warner Bros. and Sony. Popular experiences are based on titles such as Squid Game, Batman and Floor Is Lava, helping drive strong consumer demand across its global estate.
Rapid Growth Backed by Franchise Model
The brand already operates more than 35 locations worldwide, spanning the UK, US, Canada, France, Germany and Saudi Arabia. This latest UK deal forms part of a wider international expansion plan, with Immersive Gamebox targeting 100 global locations by 2027.
The first of the new UK sites are expected to open in 2026, with a focus on major shopping centres and high-traffic retail destinations. Alongside this, the company has also secured its first multi-site US franchise agreement in the Greater Seattle area, further underlining its global ambitions.
Leadership Commentary
Lisa Paton, CEO of Immersive Gamebox, said the partnership represents a key milestone in the company’s franchise journey, highlighting the importance of experienced operators in scaling the concept across prime retail environments.
Mashkoor added that the brand stood out due to its combination of strong customer engagement, operational efficiency and scalability—key factors for building a successful national network.
Capitalising on Experiential Demand
As the retail landscape continues to evolve, immersive entertainment is becoming an increasingly important driver of footfall and destination appeal. Concepts like Immersive Gamebox sit at the intersection of gaming, entertainment and social experiences—sectors collectively valued at hundreds of billions globally.
With a proven format, strong brand partnerships and an experienced franchise partner in place, Immersive Gamebox is well-positioned to lead the next wave of experience-led franchise growth in the UK and beyond.
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