Activate to open at Festival Place
A major new immersive gaming attraction described as like being in a scene from Mission Impossible is expected to draw thousands of additional visitors into Basingstoke town centre as fast-growing leisure brand Activate unveils plans to open a new venue at Festival Place.
The latest launch announcement comes from We Do Play, the experiential leisure group behind Activate, Boom Battle Bar and Flip Out, the UK’s biggest trampoline and indoor adventure park group. Festival Place is home to one of 32 Flip Out venues, and it has welcomed hundreds of thousands of visitors since its launch in 2018. The group’s growing presence at the shopping centre highlights Basingstoke’s increasing appeal as a hub for experience-led leisure.
The competitive social entertainment concept, which combines physical challenges with interactive, technology-driven gameplay, is targeting strong demand from across Hampshire and the wider southeast, with Basingstoke’s large catchment and established retail footfall making it a key location for expansion.
Activate has quickly become a go-to spot 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 – a thrilling combination of live-action challenge and futuristic tech.
The new Basingstoke site will bring all of Activate’s signature games – Strike, Portals, Control, Press, Hide, Laser (which is like a scene from Mission Impossible), Grid, Mega Grid and Hoops – under one roof.
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 Basingstoke opening will be the brand’s latest launch, following rapid growth across London and Newcastle. 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
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.
“Basingstoke is a really strong regional hub with a wide catchment and an established reputation as a retail and leisure destination. That made Festival Place a natural choice for our sixth UK site,” said Rich Beese, co-founder of We Do Play.
“We’re seeing huge demand for social, experience-led activities outside of major cities, and Activate is designed to keep people coming back – whether that’s for group nights out, family visits or corporate bookings.
“Industry data shows that retail destinations anchored by leisure experiences can significantly increase dwell time and repeat visits, with group-based activities proving particularly popular among younger audiences and families. Activate is designed to capitalise on this trend, offering a bookable, repeatable experience that encourages longer stays and return trips.”
Festival Place Centre Director Vicky Hickson said: “Activate is exactly the kind of high-quality, experience-led attraction we are focused on bringing to Festival Place. It adds real energy to the centre and strengthens our position as a destination that goes beyond traditional retail.
“There is a clear shift towards social, interactive leisure, particularly among younger audiences, and Activate taps directly into that demand with something genuinely different.
“The continued investment from We Do Play, following the success of Flip Out here, is a strong vote of confidence in Basingstoke and its catchment. We expect this opening to attract significant new footfall and further broaden our appeal across the region."
Welcoming the announcement about Activate at Festival Place, Councillor Paul Harvey said: “This is great news and shows yet again the solid progress Estama are making. Increased footfall, over 21 empty units let and this amazing new leisure offer. All building real momentum in our town centre. This has not happened by accident; it's a huge amount of hard work and a collaborative approach that is delivering.”
Activate Basingstoke will be taking over three units on the upper level of Festival Place next to Starbucks. Further details, including booking information, will be announced in due course.
The minimum age to participate in Activate is 6 years old and adults must be present at the facility throughout the entire gaming experience for children between 6 and 13 years old.
For more information, visit playactivate.co.uk or on social media at Instagram: @activategames.uk / TikTok: @activategamesuk
