ex Labs secures Sega Sammy investment for immersive entertainment
The Tokyo company will explore experiences that connect entertainment franchises with physical venues.
IP meets a physical destination
ex Labs has received an undisclosed investment from Sega Sammy Holdings and begun talks on joint immersive entertainment projects. The investment was executed on October 30 and announced on November 10.
The University of Tokyo-born company designs and operates experiences including puzzles, murder mysteries, immersive theatre and interactive games. It brings together production, ticketing, marketing and on-site operations, with more than 15,000 people having taken part in its experiences.
The proposed collaboration combines that operating experience with Sega Sammy’s entertainment businesses. The aim is to give fans a reason to visit a particular place and help venues attract visitors through the worlds and stories of established intellectual property.
ex Labs also plans to seek investment from property developers, rights holders and other entertainment companies as it builds a broader network of partners.
Use of funds
Develop immersive entertainment combining intellectual property and physical venues