Lane7 teams up with Moment Factory to bring Augmented Gaming to the UK
Lane7, the UK’s biggest name in competitive socializing, has partnered with international multimedia studio experts Moment Factory to introduce an immersive multiplayer real-life gaming experience to the UK. Launching this autumn, Lane7’s Birmingham location will be the first to offer two AUGMENTED GAMES playgrounds, featuring six different games powered by Moment Factory’s cutting-edge interactive, tracking and projection technologies. Inspired by retro-gaming, these fun, nostalgic, and easy-to-play games encourage interactivity, physical activity, and competitive socializing. Players of all ages are invited to experience a new kind of entertainment, where video games are brought off the screen and into the real world.
Lane7, home to popular brands Gutterball, Lane7, and Level X, is taking competitive socializing to a new level with this partnership. The new games blend physical activity with digital interaction, using advanced projection technology to create immersive environments unlike anything currently available outside of North America.
The Birmingham launch marks the beginning of a broader rollout, with plans to expand Moment Factory’s AUGMENTED GAMES across Lane7’s venues nationwide. This initiative aims to appeal to both competitive socializing enthusiasts and families, offering fresh and engaging entertainment options in a variety of settings.
About Lane7
Lane7 is the UK’s leader in competitive socializing, with venues offering bowling, gaming, and entertainment experiences under one roof. Their brands — Gutterball, Lane7, and Level X — are focused on delivering the ultimate social experiences for friends and families alike.
About Moment Factory’ AUGMENTED GAMES
This collection of innovative entertainment experiences sits at the intersection of sports and video games. It is designed to increase dwell time, drive revenue, and engage audiences in this new era of interactive real-life gaming. Moment Factory’s AUGMENTED GAMES have been featured in various contexts around the world, such as at the Casino de Montréal, the UAE Pavilion during the Paris Olympics, and on Celebrity Cruise ships.
About Moment Factory
Moment Factory is a global multidisciplinary live entertainment studio that sparks human connections in the most innovative ways through its Custom Experiences and Original ticketed attractions. Its team combines specializations in video, lighting, architecture, sound, and special effects to create remarkable experiences. Headquartered in Montreal, the studio also has other addresses in Tokyo, Paris, New York City and Singapore. Since its inception in 2001, Moment Factory has created more than 550 unique projects worldwide, including the Lumina Night Walks, the AURA series, and more recently, The Messi Experience and several projects at Sphere in Las Vegas. Productions include such clients as Universal Studios, FIFA, Madonna, Disney, Billie Eilish, Meow Wolf, Moët et Chandon, Microsoft, Sony, and Changi Airport Group.
