Activate, the fast-growing immersive leisure brand, is levelling up its presence in the capital with three new London venues launching before Christmas.
Following the success of its debut site at The O2, which has welcomed over 125,000 visitors since opening last December, Activate will open at Oxford Street, Vauxhall (Albert Embankment), and Westfield White City over the coming weeks.
Blending the thrill of video games with real-world physical activity, Activate offers a new kind of competitive socialising experience. Groups of two-to-five players can jump, climb and problem-solve their way through high-energy, interactive game rooms featuring lasers, grids, hoops and portals.
The new sites are:
• Activate Oxford Street (open already) – just a short walk from Marble Arch, with 11 immersive game rooms covering 11,872sqft.
• Activate Vauxhall – opening on December 13 in two refurbished railway arches on Albert Embankment, next to Vauxhall Station, featuring 12 game rooms, covering 9,941sqft
• Activate Westfield White City – opening on December 20, offering 12 immersive rooms in one of London’s busiest retail and leisure destinations, covering 8,012sqft
Rich Beese, co-founder of We Do Play, said: “With Activate, we wanted to create an experience that gets people moving, thinking, and connecting — all while having the most fun. What started as a Gen Z craze has quickly grown into something everyone wants to try. Whether it’s families bonding over games, teams letting off steam after work, or friends swapping the pub for play, Activate is redefining what social fun looks like.
“London has embraced Activate like nowhere else. Our O2 venue has become the most popular Activate in the world, and the demand for new experiences has been incredible. Opening in three iconic London locations before Christmas marks a major milestone in our mission to make immersive, active fun part of everyday social life.”
The expansion follows a record-breaking launch in Newcastle’s Metrocentre in the summer, where nearly 30,000 players have already experienced the brand since its July debut.
Originally launched in Canada in 2017, Activate has grown into a global phenomenon with 60 locations across Canada, the US and Dubai, and has attracted over 750 million social media views worldwide. The brand’s UK expansion is led by We Do Play, the experiential group behind hit concepts including Flip Out, Putt Putt Social, and Boom Battle Bar.
