What’s a unique way to combine physical activity with video games? Create replayable, high-tech, immersive game rooms where players compete in physical and mental challenges—a concept quickly catching on across geographies.
That’s what Adam and Megan Schmidt did when they created Activate Games, a new kind of experiential entertainment venue with patrons immersing themselves in “real-life video games.”
Started as a single location in Winnipeg, Canada, in 2017, Activate Games was named the fastest-growing leisure and entertainment brand by the Financial Times, with 50-plus locations across North America, Europe, the Middle East and Singapore and plans for an additional 200 globally over the next decade.
Adam, president, shares how the company has managed its growth, why it manufactures products in-house and what’s behind the brand’s appeal: “It’s about bringing play back to the world.”
What is the concept of Activate Games?
Activate Games is redefining what it means to play. It’s the world’s first fully active, live gaming experience that blends the energy of physical activity with the immersion of digital gaming.
Players step inside real-world game rooms equipped with RFID wristbands that track their progress as they move through a series of tech-driven game rooms—each combining light, sound, touch and motion sensors to create a fully responsive environment. Every room, and each game within that room tests a different skill set—agility, teamwork, memory or strategy—allowing players to compete, track scores and level up in real time.
At its core, Activate bridges the gap between fitness and entertainment. It delivers the instant feedback and replayability of video games, but in a shared, physical space. It’s designed for everyone, from families with children ages six and up and friend groups to corporate teams and competitive leagues, offering an experience that’s endlessly replayable and uniquely social.
Activate was built around the idea that gaming could be active, data-driven and community-powered. The concept has since scaled rapidly across North America and beyond, proving that experiential entertainment can be both tech-forward and deeply human.
What specific steps did you take to grow the company’s locations so quickly?
We approached growth with the same precision and agility that we design our games. From the beginning, we built Activate to be scalable—both operationally and technologically.
First, we invested heavily in data and process standardization. Every element of the experience from construction and game development to staffing and guest flow was engineered for consistency and efficiency. That allowed us to replicate the model across markets without compromising quality.
Second, we developed a centralized support system for everything from training and manufacturing to technology updates and support. Our software platform connects all locations, enabling real-time data sharing and performance tracking across the network.
Enabling the manufacturing of our products in-house allows us to maintain full control over quality, innovation and production timelines, ensuring every new location opens with the same precision, reliability and guest experience. It also gives us the flexibility to rapidly prototype and deploy new games, keeping the experience fresh and our technology ahead of the curve.
Third, we focused on markets with clear demand, and the right operational conditions, including strong foot traffic and demographic fit. Ensuring consistency across every location has been essential, so we manufacture all our technology in-house in Winnipeg.
Fourth, we’ve focused on strategic partnerships with leading entertainment conglomerates across the globe. Our partners bring local market expertise, ensuring that each Activate experience is perfectly tailored to resonate with their audience.
We continue to grow with that same mindset, reinvesting thoughtfully so every new location delivers 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 niche?
One of the biggest lessons we have learned is the importance of building an experience that’s not only entertaining but also scalable and data driven. In this niche, it’s easy to get caught up in creating something flashy or novel, but longevity comes from designing systems, processes and technology that allow your concept to be replicated consistently across locations.
Second, surround yourself with the right people. Growth in experiential entertainment isn’t just about having a great idea—it’s about having a team that can execute, adapt and innovate alongside you.
Finally, listen to your players. Feedback, both direct and through behavioral data, is invaluable. It helps you refine the experience, keep it fresh, and ensures that every guest leaves excited to come back. For other entrepreneurs in this space, our advice 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 to have new stores in Germany, Norway and Mexico opening soon, and are in the process of planning an additional 200 locations over the next decade, including more locations in Malaysia and Singapore.
We want to make active, tech-driven gaming accessible to players everywhere, whether that’s expanding into new countries, creating new game formats or integrating even more advanced technology to make each visit more immersive.
We also see a huge opportunity in building a connected community through the Activate Global League, where players can compete and share their achievements across locations worldwide. Our third season of Activate Global League commenced this January.
Ultimately, our goal is to keep evolving the experience, so every visit feels fresh, social and unforgettable. For us, the future is about growth, innovation and creating a space where fun, fitness and technology meet. It’s about bringing play back to the world.
