Frasers Group-backed leisure and hospitality operator We Do Play announces the acquisition of Boom Battle Bar from XP Factory PLC for total consideration of up to £11 million, returning the brand to the team behind its creation and strengthening We Do Play’s position as the leading specialist operator in the experiential leisure sector. The consideration comprises £5 million in cash on completion, with up to a further £6 million linked to future sales and EBITDA performance over the next three years.

We Do Play’s portfolio of experiential leisure brands serves customers across a broad range of ages and occasions. Flip Out, the largest indoor adventure park group in the UK; Activate, the immersive gaming experience where players take on interactive challenges; Laser Quest, the indoor laser tag attraction; and Rumble Rooms, its games-led competitive socialising concept.

Over the next 12 months, We Do Play plans to invest in Boom Battle Bar by introducing new technology, games, and experiences across its 29 venues. It also aims to bring the competitive socialising concept to more large towns and cities where it sees significant untapped demand.

Richard Beese, founder and CEO of We Do Play, said: “It is incredibly exciting to have our brand back. We created Boom Battle Bar because we believed it could transform competitive socialising, and welcoming it home is a very special full-circle moment for us.

“XP Factory has done a fantastic job of developing Boom Battle Bar into an incredible national brand. We have enormous respect for the hard work and investment they have put into the business, as well as the brilliant teams who have helped build it.

“We know this brand inside out and have seen first-hand the opportunities it can create for customers, employees and franchise partners. We are proud to be taking responsibility for its next chapter and cannot wait to get started.

“While the competitive socialising sector has experienced a period of softer like-for-like trading, we believe it is important to distinguish that from the underlying strength and long-term opportunity within the category. Consumer demand for experience-led leisure remains strong, and the market continues to attract investment, new concepts and expansion from established operators.

“We believe the next phase of competitive socialising will be defined by stronger experiences, innovation, technology and well-invested venues. With the UK market continuing to evolve and significant opportunities remaining in towns and cities across the country, we see substantial potential for Boom Battle Bar to grow from its existing base and reach new customers.”

We Do Play will work closely with XP Factory and Boom Battle Bar’s management and venue teams to ensure a smooth transition with minimal disruption to employees or customers.

We Do Play will resume the sale of Boom Battle Bar franchises across the UK and welcomes approaches from parties interested in franchise opportunities.

We Do Play aims to grow Boom Battle Bar to at least 50 venues by 2030.