UK’S first gamification stadium to open at Star City, Birmingham
Action Stadium, the UK’s first sports stadium combined with gamification, has acquired its debut site at Star City, Birmingham. It has taken a 15-year lease on the 39,443-sq ft site, and will offer a offer a diverse range of family-friendly sports and games, all with an added twist of gamification. Players gain points, compete in leaderboards, and level up, all enabled by a wristband equipped with RFID technology. The site will be the first global location for Action Stadium, based on a successful model in Finland.
Quadrant Estates’ Star City is refocusing towards creating a truly family-orientated offer with the scheme having undergone a rebrand earlier this year. In addition to recent deals with Costa Coffee and Dominos, Tenpin Bowling recently upsized its site at the centre, agreeing a new lease for 25 years, and Vue Cinemas has also extended its commitment to the scheme for a further 25 years following a lease regear. A further 20,000 sq ft of leisure space is also on the market, following a resizing of Vue, with opportunities for another family-friendly leisure operator to join Star City’s line up.
Savills advised the landlord and Carlene Hughes, director for leisure at Savills, said: “Gaming and esports is becoming an increasingly popular trend within the leisure sector, and with Star City building on its family-friendly leisure offering, Action Stadium is the perfect new addition to the attractions at the scheme.”