Brand-new data reveals a growing demand for immersive gaming as a corporate team-building activity, with London-based businesses leading this trend.

Finding the right activity to bring your team together is key to maximising the positive impact. With 555,000 average monthly searches for ‘team building activities ideas’ globally, it’s clear that many businesses are still unsure of the best options.

However, new data from Immersive Gamebox suggests more businesses are looking to immersive gaming to bring their teams together, with the company recording 2,793 corporate bookings in 2025, which was a 50% increase on the previous year.

The findings also revealed that London is leading this trend, with Immersive Gamebox’s Shoreditch and Southbank venues attracting the highest number of corporate bookings across the company’s locations.

Lisa Paton, CEO at Immersive Gamebox, said: “The high-energy experience of immersive gaming offers employees a chance to have fun, but also to strengthen team relationships.”

Squid Game, an interactive experience based on the Netflix TV series, was found to be the most popular team-building game, having been played at 50% of Immersive Gamebox’s 2025 corporate bookings.

Lisa Paton added: “To solve puzzles and succeed in the game, team members must openly and clearly communicate to strategise and navigate challenges, as well as trust and listen to each other. Removing any outside distractions and immersing players in this virtual world increases focus and engagement, too.”

As much as team-building activities are needed and offer numerous benefits, they often have a bad reputation. On Reddit, users described team-building activities as ‘a waste of time’, ‘corporate fluff’, and ‘forced garbage’.

Andy Lee-O’Neil, Workplace Wellbeing Specialist and Managing Director at New Leaf Health, has offered advice to help companies plan an effective team-building activity.

Andy Lee-O’Neil said: “We’re great believers in collaboration and shared approaches. We would encourage any business planning team-building events to form a group of ‘social champions’ recruited from a wide range of job roles within the business, and not just managers or leaders.

“When you get it right, a good team-building activity will have a massive impact on the well-being of the workforce, with improved communication, team morale, engagement and even employee retention.”