Immersive Gamebox: Building A Launch Playbook For A Global Rollout
Immersive Gamebox had built a unique in-person gaming experience and validated it's success in London. Next up was scaling in the US.
About Immersive Gamebox
Immersive Gamebox is redefining social entertainment, offering fully immersive, group-based gaming experiences where you are the controller. After successful launches of a handful of UK locations and fresh from raising it's Series A from Index ventures, Immersive Gamebox had it's sights set on a breakneck speed rollout across the US.
Challenge
Immersive Gamebox was expanding rapidly across the U.S., with a goal to launch in 10 cities in quick succession. The challenge was reaching target utilization levels as fast as possible to ensure each venue became profitable. Each new market had different audience dynamics, making it essential to find a repeatable but adaptable launch approach.
What I did
• I led the development of the digital acquisition playbook to support these launches, with a focus on Meta, Google, and TikTok ads. • Launched a structured test-and-learn program across early venues to identify what messaging, creative, and channel mix performed best at launch. • Discovered meaningful differences between georgaphic locations (e.g. mall vs city centre vs out-of-town) - adjusted targeting, creative, and offer strategy accordingly. • Introduced retention-focused tactics using paid social (e.g. reactivation campaigns and visit-based custom audiences), which delivered strong ROI and helped grow customer lifetime value. • Documented and refined the digital side of the playbook into a scalable system that could be applied to each new venue launch.
Results
• Consistently hit utilization targets within weeks of opening new venues • Helped the team confidently enter new markets with faster learning cycles and lower acquisition costs • Set up a digital foundation that scaled across multiple U.S. cities, supporting aggressive expansion - now have 35+ locations across 6 countries
