Advertisement
06/10/2021

Brookfield latches on to new gaming concept; planning 1,000 locations in five years

Al Urbanski
Real Estate Editor & Manager
Al Urbanski profile picture
Electric Gamebox
Electric Gamebox intends to become a popular tenant at hundreds of American malls and centers over the next five years.

Electric Gamebox, a multi-player video game experience developed in the U.K., will be opening 100 locations in the U.S. in the next two years—many of them in Brookfield properties.

Brookfield Asset Management participated in an $11 million Series A2 funding for Electric Gamebox, an active-experience gaming system co-founded by Will Dean and David Spindler, creators of the Tough Mudder obstacle race and Tough Mudder Bootcamp.

Teams of two to six people engage in 30- to 60-minute games that use projection mapping, motion tracking, and surround-sound technology to deliver a group gaming experience without the use of bulky headsets.

In the year ahead, Brookfield will introduce 3,000-sq.-ft. Electric Gamebox locations at six properties: Oakbrook Center in Chicago; The Woodlands Mall in Houston; Fashion Place in Salt Lake City; Victoria Gardens in San Bernardino; and Ballston Quarter in Arlington, Va.

As it expands to a planned 1,000 U.S. locations over the next five years, Electric Gamebox will release new games monthly to keep fanatics coming back. Early signs of acceptance are strong; its Dallas location has drawn 10,000 customers since opening in December.

“We aim to elevate immersive entertainment to the next level,” said Will Dean. “The future of retail is experiential and we can’t wait to be a part of this transformation.”