Winnipeg-based Activate Games Inc., a global leader in active gaming, has partnered with Hadrena, a leading location-based entertainment group, in a major international licensing deal that will bring Activate’s unique experience to six countries across Western Europe.
The agreement grants Hadrena the exclusive rights to develop and operate Activate locations in France, Spain, Portugal, Belgium, the Netherlands and Luxembourg. This expansion marks a significant step in Activate’s global growth strategy, introducing its innovative active gaming concept to a new and dynamic market.
Activate’s immersive arenas combine physical activity with digital gameplay, offering a high-energy experience where players complete real-life challenges in technology-enhanced game rooms. With growing demand for experiential entertainment, the partnership positions both companies at the forefront of this evolving sector.
“This partnership is a major milestone for Activate as we continue to grow internationally. Hadrena’s deep experience in the European entertainment space makes them an ideal partner to introduce Activate to new audiences,” said Adam Schmidt, CEO of Activate.
MLT Aikins was pleased to act as legal counsel to Activate on this cross-border transaction. The firm provided strategic advice on licensing, international structuring and commercial terms to support Activate’s expansion in the European market. The legal team included Catlin Bouché, Kristél Kriel and Cael Hibbert.
For more information, read the full announcement: Activate and Hadrena Join Forces
MLT Aikins also advised Activate in its May 2024 expansion into Scandinavia and November 2024 expansion in the DACH region in Europe. Read more about that collaboration with Realinvest.
About Activate Games Inc.
Since its founding in 2017, Activate has transformed the entertainment industry by seamlessly blending physical activity with high-tech gaming. Activate currently has 40 locations across North America, Dubai, and London with 15 more under construction worldwide including Norway, Denmark, Germany and Kuwait. With licensing agreements in over 20 countries, Activate plans to open 200 additional locations globally over the next 10 years.
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