New interactive entertainment concept opens in Andover

Developed by a Dutch company and active in seven other countries, X-Cube has opened its first UK venue in Andover inside the Valley Leisure’s building on Saturday, December 13.

X-Cube uses gaming, storytelling, and teamwork to create an immersive digital room experience.

Gerben van Leeuwen, co-founder of X-Cube, said: "X-Cube has deliberately chosen Andover as its first location in the United Kingdom.

X-Cube features in use by people (Image: X-Cube)

"Rather than launching in a major city, the company was looking for a family entertainment venue outside the large urban centres, offering multiple activities and supported by a team eager to try something new.

"This approach fits well with how X-Cube wants to introduce the concept to the British market."

Visitors enter a dedicated digital space surrounded by large screens, immersive sound, and interactive controls, where they play games together in real time.

Each experience is designed to encourage collaboration, communication, and problem-solving, making it ideal for families, friends, and corporate groups.

Sessions are time-based and require no prior gaming experience, making the attraction accessible to a wide audience.

Mr van Leeuwen said: "Riverside is a highly professional organisation, which is essential for a successful launch.

"The team previously visited X-Cube in the Netherlands, where there was an immediate and positive connection."

He said he is optimistic about X-Cube’s potential in the UK, particularly with the addition of a major new experience.

Mr van Leeuwen said: "They strongly believe in the product and see significant potential for X-Cube in the UK.

X-Cube features in use by people (Image: X-Cube)

"That confidence is further strengthened by the recently signed licence for the BBC-show The Traitors."

X-Cube plans to launch The Traitors experience in early 2026, with hopes of starting as soon as January.

Mr van Leeuwen said: "X-Cube is currently live in seven countries.

"With the opening in Andover, the United Kingdom will become the eighth.

"Together with The Traitors experience, X-Cube believes Andover will be the first, but certainly not the last, X-Cube location in the UK."

New games and experiences are regularly added, ensuring returning visitors have fresh challenges.