In a world where entertainment increasingly merges technology, fitness, and social connection, few Canadian companies have made an impact quite like Activate Games. Founded in Winnipeg just six years ago, the interactive gaming brand has rapidly evolved from a single prototype facility into a global entertainment phenomenon. With more than 55 locations now open across North America, Europe, and the Middle East, the company represents one of Canada’s most significant experiential retail success stories in recent memory.
Activate’s model, which transforms players into live participants in a series of high-tech, replayable challenges, has redefined what social entertainment can look like. “It’s really about immersive, active gaming,” explained Sébastien Piché, Vice President of Operations at Activate Games, in an interview with Retail Insider. “Customers come in groups of two or more, book their time, and experience a variety of rooms. Each room features different games with multiple levels to unlock, so there’s always something new to do.”
What began as a local innovation born in a backyard shed is now, remarkably, the fastest-growing entertainment brand in the Americas.
A Canadian Innovation Built on Grit and Imagination
The story of Activate Games is deeply rooted in Canadian entrepreneurship. Founders Adam and Megan Schmidt combined creativity and perseverance to launch the world’s first “active gaming” facility in Winnipeg in 2019.
Adam, a former RCMP pilot and lifelong innovator, and Megan, a trained physiotherapist with a background in kinesiology, had already found success with one of Western Canada’s most popular escape room businesses, The Real Escape Canada.
While escape rooms had surged in popularity during the 2010s, the Schmidts saw an opportunity to create something more dynamic and replayable. “As you know, once you’ve solved an escape room, it’s hard to go back and play it again,” said Piché. “Adam and Megan wanted to build something that encouraged repeat visits, where every experience felt fresh.”
Their answer was Activate — a concept that fuses physical activity, mental challenge, and digital gaming into a single immersive experience. Players move through multiple interactive rooms, each equipped with responsive walls, motion sensors, lights, and sound systems that react in real time. Whether dodging lasers, solving colour patterns, or shooting virtual asteroids, guests are immersed in what feels like a real-life video game.
The Experience: Physical, Mental, and Social
Each Activate location offers between nine and twelve game rooms, with larger facilities such as the 18-room Toronto Stockyards location featuring expanded options to accommodate high guest volumes. The brand’s active gaming experiences combine both physical and mental challenges, ranging from fast-paced movement-based games to intricate puzzles that test logic and teamwork.
“It’s not just about jumping around or getting sweaty,” said Piché. “You can choose what type of experience you want. Some rooms are very active, where you might be jumping across tiles or dodging lasers, while others are mental puzzles or pattern-recognition games. There’s really something for everyone.”
The flexible format allows players to design their own adventure. A typical visit lasts between 60 and 90 minutes, with guests free to spend their time in any room they choose. Every game features ten or more difficulty levels, encouraging players to improve their skills and revisit the same room to unlock new challenges.
“The replayability is key,” added Piché. “You can come back multiple times and have a completely different experience. You create a personal profile, track your scores, and level up over time. You can even continue your progress at another location, anywhere in the world.”
Educational and Team-Building Appeal
Beyond its entertainment value, Activate has also found a strong following among educators, families, and corporate groups. The company’s technology-driven games have been approved for school board programs, allowing students to develop teamwork, problem-solving, and spatial reasoning skills through play.
“Schools love it because it combines learning with activity,” Piché said. “We host large school groups throughout the week, and then on weekends, we see families, friends, and coworkers coming in. It’s suitable for ages six and up, but the design really appeals to all generations.”
Corporate team-building events have become another core part of the business. Companies use the facilities for off-site experiences that encourage collaboration and friendly competition in a low-pressure environment. “It’s a very different kind of team-building,” Piché noted. “People connect over shared challenges rather than presentations or lectures. It breaks down barriers.”
Growth at “Warp Speed”
When asked about the company’s trajectory, Piché described the pace as “warp speed.” In just six years, Activate has expanded to over 55 locations across multiple continents. “We just crossed the 55-location mark,” he said. “We’re growing fast across Canada, the United States, and internationally.”
In Canada, new facilities are in development in British Columbia, Ontario, and Quebec. “We have another B.C. location planned by the end of the year, and we’re opening in London, Ontario, and Ottawa next year,” Piché confirmed. “We’re also launching our first site on the South Shore of Montreal, which is exciting because that’s where I’m originally from.”
Each location typically spans between 10,000 and 12,000 square feet, large enough to house a full suite of game rooms and social spaces. “That size gives us flexibility to offer a variety of rooms, plus duplicates of the most popular ones,” said Piché. “Our ‘Hoops’ and ‘Strike’ rooms, for example, are fan favourites. Hoops lets players shoot basketballs in different games, while Strike involves throwing balls at a screen in asteroid-style challenges. Those are so popular that we usually build two of each.”
This growth aligns with the company’s October 2024 partnership with U.S.-based Sounds Fun Entertainment, which will bring 50 new Activate locations to 21 states. Upcoming U.S. markets include Austin, Los Angeles, New York, and San Francisco. Combined with its Canadian and international network, the company expects to reach about 60 venues by the end of 2025.
Expanding to Europe and Beyond
Activate’s recent move into France marked the beginning of its European chapter. “France is a brand-new market for us,” said Piché. “It’s part of a broader plan to take Activate global.” The company also announced plans to expand further across Europe and Scandinavia following strong early interest.
In the Middle East, the brand opened its first facility in Dubai, joining an increasing number of Canadian concepts that are resonating with international audiences. “Our model works because it’s universal,” said Piché. “Everyone understands play. Technology is the common language.”
Bridging Generations Through Technology
One of the brand’s most distinctive strengths lies in its ability to attract diverse audiences. From children and teens to adults and seniors, the experience is designed to bridge generations. “It resonates with everyone,” Piché explained. “Younger players who grew up on phones and tablets love the interactive tech, while adults enjoy the nostalgia of retro gaming. It’s an activity families can truly enjoy together.”
That intergenerational connection helped sustain Activate through the challenges of the pandemic. Despite temporary closures, the concept’s social and replayable nature created pent-up demand once restrictions lifted. “The beautiful thing about Activate is that it brings people together after being apart,” said Piché. “You’re not just playing a video game on a couch. You’re moving, thinking, laughing, and collaborating in real life.”
Leadership Rooted in Canadian Values
Behind the global expansion is a leadership team deeply committed to innovation and community. Adam Schmidt’s early entrepreneurial journey, which began with organizing bus trips to amusement parks as a teenager, instilled in him a lifelong curiosity about how people connect through shared experiences. His wife and co-founder, Megan Schmidt, brought expertise in health and fitness, ensuring that Activate’s games promote movement and well-being as much as fun.
“Megan’s kinesiology background was instrumental,” said Piché. “She understood how to make activity enjoyable and accessible to everyone. That’s one reason we say you don’t need to be training for an Ironman to visit Activate. You can challenge yourself at your own pace.”
Both founders remain hands-on in the company’s operations, guiding its strategy and product innovation. Their collaborative vision has transformed Activate from a homegrown startup into a scalable, internationally recognized brand.
Activate Games Expansion and the Future of Play
The Activate Games expansion story reflects a wider cultural shift in how people engage with entertainment. As screens dominate everyday life, the demand for interactive, physical experiences has surged. Activate meets that need by turning gaming into a shared, active event rather than a solitary one.
Looking ahead, the company plans to refine its model for smaller markets, introducing compact formats to reach mid-sized communities across Canada and the U.S. “We see huge potential in secondary markets,” said Piché. “We’re already working on a smaller format that maintains the full experience but fits into spaces that are more accessible for smaller cities. It’s part of our second phase of growth.”
