Competitive socialising concept picks Metrocentre for second UK venue

Competitive socialising concept Activate will open its second venue in the UK at Gateshead’s Metrocentre.

The technology-led gaming concept joins a number of other leisure operators at Metrocentre, including Treetop Golf, Clip ‘n Climb, Namco Funscape, and The Escapologist.

The concept, which launched in Canada in 2017, has 60 locations across North America and Dubai. It was brought to the UK by We Do Play, the experiential leisure group behind the Flip Out, Putt Putt Social, and Boom Battle Bar brands.

Activate – which opened its first UK venue at London’s O₂ in December – will also be opening in Leicester and London’s Oxford Street later this year, in addition to the Metrocentre venue.

Ben Cox, director at Sovereign Centros from CBRE, asset Manager of Metrocentre, said: “Activate is unlike anything we currently have at Metrocentre, or indeed anything that exists in the North East, so it will offer a real point of difference to a destination that already dominates its region.

“We know there is growing demand from our visitors for more competitive socialising concepts and Activate is the perfect operator to deliver a dynamic and unique experience, one that at the moment can only be found in London. Our ability to appeal to an international operator, taking their team on that critical first journey outside London, only highlights Metrocentre’s position as a ‘must-have’ destination in the North East for the best brands.”

Rich Beese, co-Founder of We Do Play, added: “We are thrilled to be announcing three new openings with Newcastle’s Metrocentre leading the way with a summer launch. Metrocentre felt like the perfect location for Activate’s first launch outside of London, already home to a fantastic variety of leisure concepts. The team at this incredible retail, leisure and entertainment destination are great to work with and we can’t wait to bring Activate to the North East. We just know that families and fun seekers in the region are going to love it!

“Leicester and London’s Oxford Street will follow hot on the heels of the Metrocentre launch – and we have more openings planned later this year. Activate is going to be the biggest competitive socialising experience to launch in the UK in 2025!”