Our Aim is to Create a New Standard in Group Entertainment, One That Consistently Surprises and Engages People: Will Dean of Immersive Gamebox

Will Dean is the CEO and co-founder of Immersive Gamebox, guiding the company with a vision to redefine group entertainment through immersive technology. Dean, known for his entrepreneurial acumen, has led Immersive Gamebox from its inception to becoming a key player in interactive entertainment. His background in creating high-energy, memorable experiences has been instrumental in shaping Gamebox’s unique approach to gaming, where technology meets real-world engagement. Under his leadership, Immersive Gamebox continues to expand its footprint, creating spaces where people can come together, collaborate, and experience shared play in innovative ways.

In a recent interview with SME Business Review, Mr. Dean highlighted his vision for Immersive Gamebox. He described the company’s use of cutting-edge technology and partnerships with Netflix, Aardman Studios, and Rovio Entertainment and how these partnerships bring fresh, engaging content that appeals to players of all ages. Here’s what he had to say.

Interview Excerpts

What inspired you to establish Immersive Gamebox, and how did the concept come about?

The idea really stemmed from my love for creating shared experiences that bring people together. I’ve always been drawn to high-energy environments, and after working on large-scale events, I saw an opportunity to apply technology to smaller group settings in a way that had never been done before. We wanted to offer something truly immersive that could bridge the gap between virtual and physical experiences. From that vision, Immersive Gamebox was born.

What were some of the biggest challenges in developing Immersive Gamebox?

There were definitely a few significant challenges. Combining various technologies into a cohesive, interactive platform required a lot of precision and trial and error. Each piece of tech—from the motion sensors to the projection system—had to communicate effectively. It took months of refining to ensure the gameplay felt natural, collaborative, and most importantly, fun. But the challenges were worth it because we were able to create something truly innovative in the world of group entertainment. 

What excites you most about Immersive Gamebox as a platform for group entertainment?

It’s the way people come alive during these games that excites me. Our Gameboxes allow teams to engage in something that is both social and immersive. Watching people collaborate, strategize, and simply enjoy the energy of a shared challenge brings so much to the concept of group entertainment. The response we get, whether from friends, family groups, or corporate teams, shows us that we’ve tapped into something unique.

Could you share a bit about the technology that powers Immersive Gamebox?

Absolutely. We’ve combined several advanced technologies to create a fully immersive experience. Each Gamebox integrates projection mapping, touch-sensitive screens, motion tracking, and surround sound. It took a lot of engineering to make these elements work seamlessly together, creating an environment where players feel completely involved in the game. The goal was always to build something that goes beyond just visual and auditory senses—each Gamebox draws people into the game itself, making them feel like active participants.

Immersive Gamebox has collaborated with major brands. How do these partnerships influence the gaming experience?

Collaborations with well-known brands, like Netflix, Aardman Studios, and Rovio, allow us to bring recognizable characters and stories to life. These partnerships add an extra layer of excitement for players, especially since they’re able to interact with stories and characters they already love. We work closely with our partners to ensure the gaming experience aligns with their world while adapting it to the interactive, group-focused style that defines Immersive Gamebox.

With Immersive Gamebox gaining popularity, what do you think sets it apart in the entertainment industry?

The heart of Immersive Gamebox is connection. We’re creating something where the focus isn’t on the individual but on the group. A lot of entertainment these days is personal, from streaming on individual devices to single-player games. We wanted to build something entirely different, something that people experience together and talk about long after the game is over. It’s that element of shared interaction and collaboration that I think sets us apart.

How do you select the types of games available on the platform?

We look for games that will naturally foster collaboration and excitement. Some are more strategy-based, while others are light-hearted, but the goal is always to create an environment that encourages players to work as a team. We listen to feedback from our players and pay attention to trends, but ultimately, the selection process is about curating experiences that feel fresh, engaging, and unique to Immersive Gamebox.

How has the response been to some of the family-oriented and kid-friendly games?

The response has been wonderful. Families are a huge part of our audience, and creating games that appeal to multiple age groups has been really rewarding. Games like Shaun the Sheep have a broad appeal, and we’ve seen families returning again and again because it’s an experience they can all enjoy together. It’s a win when everyone—from kids to grandparents—can join in and have fun.

What motivates you and your team to keep pushing boundaries in interactive entertainment?

It’s the belief that there is always a new way to connect people. We see Immersive Gamebox as more than just entertainment—it’s about creating moments and memories. That’s what drives us. We’re always brainstorming, iterating, and looking for what’s next because we know there’s always more we can do to make these experiences even better.

You have a diverse portfolio of games and concepts. Is there a particular game or partnership that you’re most proud of?

Every partnership has brought something special, but our collaboration with Netflix on Squid Game was a standout. It was a huge task to adapt such an intense and immersive storyline to an interactive format that works in our Gameboxes. The feedback was amazing, and it opened up new possibilities for what we can achieve. We’re excited to explore more partnerships like this, pushing the boundaries of storytelling in a collaborative setting.

How do you see the future of Immersive Gamebox shaping social gaming?

We see Immersive Gamebox becoming a go-to destination for people who want a social gaming experience that’s fresh, exciting, and meaningful. The possibilities for growth are incredible, and we’re already exploring ways to enhance our technology, add new games, and expand to new locations. Our aim is to create a new standard in group entertainment, one that consistently surprises and engages people.

What advice would you give to aspiring entrepreneurs who want to innovate in entertainment?

My advice would be to focus on the experience you want to create and stay true to that vision. It’s easy to get distracted by trends or by trying to cater to everyone, but the most successful concepts come from a clear sense of purpose. Know your audience, understand what excites them, and then go all-in on delivering something memorable.

Will Dean, Co-Founder & CEO, Immersive Gamebox

“We see Immersive Gamebox as more than just entertainment—it’s about creating moments and memories. That’s what drives us.”