The global pioneer in interactive group gaming, Immersive Gamebox, has signed a multi-million pound franchise agreement with Beyond Box Operations to open 30 sites across the UK in the next five years.

The partnership combines Immersive Gamebox’s proprietary interactive gaming technology with a leadership team experienced in scaling consumer brands in high-footfall retail environments, a model designed to capitalise on the growing demand for experiential retail.

Beyond Box Operations is led by retail entrepreneur Amir Mashkoor, the operator behind the UK expansion of lifestyle retailer MINISO. Through Kouriten Limited, Mashkoor holds the UK master franchise rights for the brand and has scaled the business to more than 60 locations nationwide, establishing it as one of the country’s fastest-growing retail rollouts in recent years.

The partnership marks a significant milestone in Immersive Gamebox’s global franchise expansion and underscores growing investor confidence in immersive, experience-led entertainment as retail environments evolve. As landlords and operators look to adapt to shifting retail footfall patterns, immersive entertainment concepts are increasingly being used to drive dwell time, repeat visitation and destination appeal.

Immersive Gamebox is a next-generation entertainment company creating immersive, multiplayer gaming experiences. Working with major studios including Netflix, Warner Bros. and Sony, it allows players to step inside interactive digital games inspired by global entertainment franchises such as Squid Game, Batman and Floor Is Lava, using projection mapping, touch-sensitive walls and motion tracking technology. The concept has already demonstrated strong consumer demand, with a global network of more than 35 locations across the UK, US, Canada, France, Germany and Saudi Arabia.