Immersive Gamebox, the global interactive group gaming company, has signed a multi-million pound franchise agreement with Beyond Box Operations to open 30 Immersive Gamebox locations across the UK over the next five years.

The partnership combines Immersive Gamebox’s proprietary interactive gaming technology with a leadership team experienced in scaling consumer brands in high-footfall retail environments.

Beyond Box Operations is led by Amir Mashkoor, a retail entrepreneur and operator behind the UK expansion of the lifestyle retailer MINISO. Through Kouriten Ltd., Mashkoor holds the UK master franchise rights for the brand and has scaled the business to more than 60 locations nationwide.

Growing investor confidence
Immersive Gamebox said the partnership marks a significant milestone in its global franchise expansion and underscores growing investor confidence in immersive, experience-led entertainment as retail environments evolve.

The company added its model is designed to capitalise on the growing demand for experiential retail concepts, as landlords and operators look to adapt to shifting retail footfall patterns.

• To read the full news story, view Franchise World Summer 2026 issue, page 15.

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