Real-life immersive gaming attraction from Canada set to open in Hertfordshire
A major new immersive gaming attraction described like being in a scene from Mission Impossible is set to bring a surge of visitors to Hertfordshire as fast-growing leisure brand Activate unveils plans to open at the Harlequin Watford this summer.
The launch comes from We Do Play, the experiential leisure group behind Activate, Boom Battle Bar* and Flip Out, the UK’s largest trampoline and indoor adventure park operator. Harlequin Watford is home to one of 32 Flip Out venues, and it has welcomed thousands of visitors since opening in December 2024.
Originally launched in Canada in 2017, Activate now operates more than 60 locations globally across Canada, the US and Dubai, and has generated more than 750 million social media views. The Watford announcement marks the brand’s latest UK site as it continues its rapid expansion following successful launches across London and beyond.
The first London Activate opened at The O2 attraction in December 2024 and now boasts a top-tier TripAdvisor ranking, #5 must-visit attraction in London, and glowing five-star reviews across the board. The O2 launch was the first Activate outside of North America. There are now five venues in total in London and one at the Metrocentre in Newcastle.
Harlequin – Hertfordshire’s leading retail and leisure destination – continues to evolve its offer with experience-led attractions, reinforcing Watford’s reputation as a key hub for social and entertainment-driven visits.
The competitive social entertainment concept, which combines physical challenges with interactive, technology-driven gameplay, is targeting strong demand from across Hertfordshire, north London and the wider southeast, with Watford’s excellent transport links and strong footfall making it a prime location for expansion.
Activate has quickly become a go-to destination for Gen Z, young professionals and groups looking for fun, fast-paced activities with a social edge. 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 – blending live-action challenges with cutting-edge technology.
The new Watford site will bring all of Activate’s signature games – Strike, Portals, Control, Press, Hide, Laser (reminiscent of Mission Impossible), Grid, Mega Grid and Hoops – together under one roof.
And Activate’s five London venues have already attracted a strong celebrity following, with visitors including Myleene Klass and Simon Cowell’s new boyband, December 10, helping to fuel its growing profile as a go-to destination for competitive socialising.
Rich Beese, co-founder of We Do Play, said: “Watford is a thriving, well-connected town with a strong retail and leisure offer, making Harlequin a natural choice for Activate’s offer of a ‘day out’, with a strong leisure and hospitality offer central to this.
“Retail destinations that invest in immersive leisure experiences are seeing increased dwell time and repeat visits, particularly among younger audiences and families. Activate is designed to tap into that demand with a high-energy, bookable experience that delivers something genuinely different.”
Simon Plumb, Centre Director at Harlequin, said: “We’re incredibly excited to welcome Activate to Harlequin, Watford. Bringing a fresh, immersive and tech-led leisure experience to the centre, adds another experience for visitors to enjoy alongside our fantastic mix of shopping and dining options. With our extended evening opening hours and vibrant day into evening offer, Activate is set to become a must-visit for friends and families looking to make even more of their time with us.”