"To create really fun experiences for people": In conversation with Activate's founder, Adam Schmidt

Activate's immersive real-life gaming experiences have quickly gained popularity. Players have taken to its physical gaming space, the various challenges it provides, and the way the technology plays into it all to make the experience rewarding and fun.

I recently had a quick chat with Activate's CEO and founder, Adam Schmidt, asking him about the developmental journey, how they ideate, and what lies ahead in the pipeline.

---

Activate's founder discusses development, player feedback, and more

An immersive experience (Image via Activate)

Q: For our readers, can you please introduce Activate?

Schmidt: Activate is an active gaming facility that combines physical activity with cutting-edge technology to create immersive, real-life gaming experiences. Unlike traditional arcades or escape rooms, Activate offers a variety of rooms where players can participate in different challenges that require both physical and mental skills.

Each room uses RFID wristbands to track individual scores and progress, enabling players to level up, win rewards, and try to beat their previous high scores. The concept is popular for its blend of tech-driven gaming and physical activity, making it engaging for groups, families, and friends.

Activate has revolutionized the entertainment industry. With over 30 locations across North America, one in Dubai, 15 under construction around the world, and plans to open 200 more globally, we recently announced the move into Scandinavia marking the next step in Activate's international expansion.

---

Plenty to keep in mind to excel at this game (Image via Activate)

Q: What was the inspiration behind Activate?

Schmidt: As owners of one of Canada’s most successful escape room businesses, my wife Megan and I saw a need for an active gaming concept with replayable elements. We gathered some of our game designers, engineers, and construction team in the back shed of our house and created Activate. It’s incredible to see what started as a vision has become the world’s first active gaming facility spreading fun around the world.

---

Q: From the idea board to the reality we see now, what was the developmental journey like? Any particular moment (high/low) you would like to share with us. What were the most difficult hurdles that you had to cross?

Schmidt: The developmental journey of Activate was both exciting and challenging, as the team sought to merge physical and digital gameplay into one cohesive, immersive experience.

A key high point was seeing the first working prototype successfully blend interactive technology with real-time feedback, which validated the concept of active entertainment. That store was our first store in Winnipeg, Manitoba, Canada.

Today, we still use that store to test all of our new games, new game rooms, and our internationalization. Once it’s tested by our Winnipeg audience and staff, and approved by me, the team rolls it out around the world with a press of a button.

---

Q: We have already seen clips of people jumping about from one point to another on social media. How has the player response been to Activate? What are the most popular games right now?

Schmidt: When we first launched on TikTok, our account exploded and became the fastest to hit a million in Canada. Requests to take this concept to locations around the world started to flood in.

Player response to Activate has been overwhelmingly positive, with players raving about its high-energy, dynamic experience. The interactive nature of our games, combined with scores and competitive elements, has been appealing to both casual participants and gaming enthusiasts.

Among the most popular games are “Mega Grid,” a fast-paced, team-based experience that requires agility and teamwork. It reminds people of the “Floor is Lava”, and "Laser," where players navigate through a room full of laser beams like a trained spy.

These games are fan favorites, mainly because of their fully immersive qualities, and social media has amplified their viral appeal.

---

Q: If you could share, what’s in the pipeline for the near future for Activate? Will we see you guys appear in more locations around the world anytime soon?

Schmidt: As I mentioned earlier, with over 30 locations across North America, one in Dubai, 15 under construction around the world, with plans to open 200 more globally, Activate has big plans for the future. We've experienced tremendous growth, with a 1105% increase in business compared to 2022.

Long term, we’re targeting 70 stores across 10 countries within the next 5-10 years, continuing to innovate and push the boundaries of immersive entertainment worldwide.

---

Q: How do you think physical gaming spaces will develop and grow in the future in the gaming industry?

Schmidt: Our main focus is making something really fun. I think a lot of people focus on making something cool, impressive, or unique, and Activate is all of those things, but our main focus is to create really fun experiences for people. We believe that's what people genuinely want and that's why they come back.

We optimize all our games and create new rooms with that in mind, making the whole experience as smooth as possible to ensure all our visitors have an amazing time with their friends and family.