What is a unique way to combine physical activity and video games? Create replayable, high-tech, immersive game rooms where players compete in physical and mental challenges. The concept quickly spread across regions.
That's what Adam and Megan Schmidt did when they founded Activate Games, a new kind of experiential entertainment venue where patrons can immerse themselves in “real-life video games.”
Founded in 2017 with a single location in Winnipeg, Canada, Activate Games was named the fastest growing leisure and entertainment brand by the U.S. government. financial timeshas more than 50 locations in North America, Europe, the Middle East and Singapore, and plans to open 200 more locations around the world over the next 10 years.
President Adam talks about how the company has managed its growth, why it manufactures its products in-house, and what's behind the brand's appeal. “It’s about bringing play back into the world.”
What is the concept behind Activate Games?
Activate Games is redefining what it means to play. It's the world's first fully active live gaming experience, combining the energy of physical activity with the immersion of digital gaming.
Players enter a real-world game room wearing an RFID wristband and track their progress as they move through a series of technology-driven game rooms. Each game room combines light, sound, touch and motion sensors to create a fully responsive environment. Each room, and each game within that room, tests a different skill set such as agility, teamwork, memory, and strategy, allowing players to compete in real-time, track scores, and level up.
At the core of Activate is bridging the gap between fitness and entertainment. It provides instant feedback and replayability for video games in a shared physical space. Designed for everyone, from families and groups of friends with children ages 6 and up to corporate teams and competitive leagues, it offers a unique and social experience that you can play over and over again.
Activate was built on the idea that games can be active, data-driven, and harness the power of community. Since then, the concept has rapidly expanded across North America and beyond, proving that experiential entertainment can make technology both advanced and deeply human.
What specific steps did you take to expand your company's footprint so quickly?
We approached growth with the same precision and agility that we design games. From the beginning, we built Activate to be operationally and technically scalable.
First, we invested heavily in data and process standardization. Every element of the experience, from construction and game development to staffing and guest flow, is designed with consistency and efficiency in mind. This allowed the model to be replicated across markets without compromising quality.
Second, we developed a central support system for everything from training and manufacturing to technology updates and support. Our software platform connects all locations and enables real-time data sharing and performance tracking across your network.
By allowing us to manufacture our products in-house, we have full control over quality, innovation, and production schedules, ensuring every new location opens with the same precision, reliability, and guest experience. It also gives you the flexibility to rapidly prototype and deploy new games, keeping your experiences fresh and your technology ahead of the curve.
Third, we focused on markets with clear demand and the right operating conditions, such as strong footfall and demographic fit. We manufacture all of our technology in-house in Winnipeg because it's essential to ensure consistency across all our locations.
Fourth, we focus on strategic partnerships with leading entertainment conglomerates around the world. Our partners bring local market expertise to ensure each Activate experience is perfectly tailored to resonate with your audience.
We continue to grow with the same mindset and reinvest thoughtfully to ensure every new location provides a seamless experience from day one.
What lessons have you and your wife learned that you can pass on to other entrepreneurs in this particular entertainment field?
One of the biggest lessons we learned was the importance of building experiences that are not only fun, but also scalable and data-driven. In this niche, it's easy to get carried away with creating something flashy or novel, but you can make it last by designing systems, processes, and technology that allow your concepts to be consistently replicated in different locations.
Next, surround yourself with the right people. Growing experiential entertainment is about more than just having great ideas, it's about having a team that can execute, adapt, and innovate together.
Finally, listen to your players. Direct feedback and behavioral feedback are invaluable. This refines the experience, keeps it fresh, and leaves every guest excited to come back. Our advice to other entrepreneurs in this field is simple. Combine creativity with operational rigor, invest in your people, and never stop learning from your audience.
What does the future hold for Activate Games?
For Activate Games, the future is all about expanding globally and continuing to innovate the way people play. We are excited about new stores opening soon in Germany, Norway and Mexico, and have plans for another 200 stores over the next 10 years, including stores in Malaysia and Singapore.
We want to make active, technology-driven games available to players everywhere, whether it's expanding into new countries, creating new game formats, or integrating more advanced technology to increase immersion with every visit.
We also see great opportunity in building a connected community through Activate Global League, where players can compete and share their achievements in locations around the world. The third season of Activate Global League began in January of this year.
Ultimately, our goal is to continue to evolve the experience so that each visit is fresh, sociable and unforgettable. For us, the future is about growth, innovation and creating spaces where fun, fitness and technology meet. It's about bringing play back into the world.
