By Steve Manners, UK Managing Director for Licensing International

The U.K. market continues to demonstrate the growing importance of location-based entertainment (LBE) as brands, rights holders, and retailers seek new ways to engage audiences beyond traditional consumer products. What was once largely centred around themed attractions and family entertainment centres has evolved into a broad and increasingly sophisticated sector encompassing immersive experiences, competitive socialising, live gaming, branded exhibitions, and experiential retail.

The continued growth of LBE reflects changing consumer expectations. Audiences increasingly value experiences that are shareable, interactive, and social, particularly in a post-pandemic environment where out-of-home entertainment has regained strong momentum. For licensors, LBE offers a powerful opportunity to deepen fan engagement, extend storytelling, and create new commercial opportunities that complement retail and digital strategies.

The U.K. has emerged as one of Europe’s most dynamic markets for branded immersive experiences. London, in particular, has become a global hub for experiential entertainment, attracting both domestic and international operators. High-profile examples such as the Warner Bros. Studio Tour London – The Making of Harry Potter continue to demonstrate the long-term appeal of franchise-led attractions, while newer concepts, like ABBA Voyage, are broadening the definition of what LBE can be.

Immersive theatrical experiences have become a major growth area. Productions such as The FRIENDS Experience, Jurassic World: The Exhibition, and Monopoly Lifesized have shown how entertainment brands can translate well-known IPs into highly interactive physical environments that appeal to families, young adults, and tourists alike. These experiences combine storytelling, gaming, retail, and hospitality to create destinations with multiple revenue streams.

At the same time, the rise of competitive socialising has created further opportunities for licensing partnerships. Venues built around interactive gameplay, including crazy golf, escape rooms, immersive darts, and digital gaming concepts, are increasingly collaborating with entertainment and lifestyle brands to differentiate their offerings. This trend is helping to blur the lines between hospitality, gaming, and branded entertainment.

The gaming sector has also become an important driver of LBE growth. Brands originating in video games are increasingly moving into physical experiences through pop-ups, eSports venues, and interactive attractions. The continued convergence between digital and physical entertainment is particularly relevant for younger audiences, who expect seamless engagement across multiple touchpoints.

Retail is another area where LBE is reshaping consumer engagement. Experiential flagship stores and temporary activations are increasingly being used to create ‘Instagrammable’ moments and drive footfall. For licensors, these activations provide valuable opportunities to showcase IP in immersive settings while also generating direct-to-consumer sales and social media amplification.

Importantly, the U.K. market for LBE is no longer focused solely on London. Regional cities including Manchester, Birmingham, and Glasgow are seeing growing investment in immersive entertainment, reflecting wider demand for experience-led leisure across the region. Shopping centres and mixed-use destinations are also increasingly incorporating LBE attractions as part of broader strategies to increase dwell time and diversify visitor demographics.

Looking ahead, the LBE sector is expected to continue to evolve as technology enhances immersive storytelling through augmented reality, virtual reality, and interactive digital content. However, the core appeal remains fundamentally human: audiences want memorable shared experiences connected to the brands and stories they love.

Perhaps the best example is the commitment of Universal, currently building the largest U.K. theme park in Bedford.  The 476-acre development, due to open in 2031, is rumoured to focus on British IPs and is anticipated to become the biggest tourist attraction the in U.K.

For the licensing industry, LBE is no longer a niche category. It is becoming an essential part of how IPs are experienced, monetised, and brought to life, creating meaningful opportunities for brand owners and operators across the U.K. and wider European market.