Electric Playbox

About Electric Playbox

Immersive Gamebox, formerly known as Electric Playbox, is a social entertainment and gaming company founded in 2018 by Will Dean and David Spindler. Dean, who previously founded the Tough Mudder endurance events, and Spindler, who co-founded Tough Mudder Bootcamp, were inspired to create a social gaming experience that brings people together, moving away from the often isolating nature of virtual reality. The initial idea stemmed from a realization that VR headsets can create barriers to group interaction. The company launched its first venue in London in October 2019 and has since expanded significantly across the US, UK, Europe, and the UAE.

The core of the business is the "Gamebox," an interactive smart room designed for groups of two to six players. These rooms utilize a combination of projection mapping, touch-sensitive walls, 3D motion tracking, and surround sound to create immersive, shared adventures without the need for headsets. Players wear lightweight visors with tracking dots, allowing the system to follow their movements as they interact with the game projected on the 360-degree screens. The experience is designed to be collaborative, requiring teamwork to solve puzzles and complete challenges in 30-to-60-minute sessions. The target market is broad, encompassing families, couples on date nights, groups of friends, and corporate teams seeking team-building activities.

Revenue is generated through ticket sales for these gaming sessions, with prices around $30 per person for an hour. The company's business model includes both company-owned venues and a franchise and concession model. This allows Immersive Gamebox to be integrated into existing entertainment centers, movie theaters, and malls. The firm has aggressively pursued global expansion, signing significant franchise deals to enter new markets. The company develops its game library in-house and through strategic IP partnerships with major entertainment studios like Netflix, Paramount, and Sony Pictures. This has led to the creation of popular games based on franchises such as "Squid Game," "Ghostbusters," "PAW Patrol," and "Angry Birds".