What Immersive Everywhere does

Immersive Everywhere is a London-based live theatrical production company that creates immersive entertainment experiences based on licensed entertainment brands. The company secures rights to premium franchises — including ITV's The Traitors, BBC's Doctor Who, StudioCanal's Peaky Blinders, and Hasbro's Peppa Pig — and adapts them into participatory live shows that combine storytelling, set design, live performance, and interactive audience mechanics. Its core products include The Traitors: Live Experience (Covent Garden), Peppa Pig: Surprise Party (opening near Newcastle in 2026), Doctor Who: Time Fracture (Mayfair), Peaky Blinders: The Rise (Camden), and The Choir of Man (West End), with The Great Gatsby having run for seven years as the longest-running production. The company reports 250,000+ cumulative audience members, a 4.8-star average rating across shows, and productions staged in 11+ countries.

The business operates a direct-to-consumer ticket sales model through dedicated show websites (e.g., thetraitorslive.co.uk, peppapigsurpriseparty.co.uk) and the in-house Access Everywhere ticketing platform, supplemented by physical venue box offices at premium London locations. Marketing is driven primarily by the brand recognition of the underlying licensed IP, organic social channels (Instagram, LinkedIn), and earned media coverage. Immersive Everywhere operates as a division of The Everywhere Group, which encompasses complementary units in experiences, ticketing, and marketing — providing internal infrastructure for production rollout and audience conversion. The company is privately held, employs 11-50 people, and has no publicly disclosed funding rounds, revenue figures, or financial ownership details.

Revenue is generated primarily through ticket transactions (per-attendee fees) and brand licensing partnerships with major IP holders; pricing is not publicly disclosed. The customer base is fragmented across individual consumer attendees rather than anchored on enterprise contracts, while the principal supplier-side concentration risk lies in the renewal and continuity of its major brand licenses.

Name

Immersive Everywhere

Legal name

Immersive Everywhere Ltd

Website

https://immersiveeverywhere.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Immersive Everywhere is a London-based live theatrical production company that secures licensing rights to premium entertainment franchises (The Traitors, Doctor Who, Peaky Blinders, Peppa Pig) and transforms them into participatory immersive live experiences sold directly to consumers through dedicated ticketing platforms and West End venues.

Ownership category

akta.pro rank

Product category

Immersive Live Theatre

NAICS

Other Performing Arts Companies (711190), Theater Companies and Dinner Theaters (71111)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Hybrid Concerts & Live Shows (Venue + Remote Audience) (MPAGAOAE)

Keywords

• Immersive theatre
• Live entertainment productions
• Licensed brand experiences
• Interactive theatrical shows
• West End immersive events

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Live Event Ticket Sales: Primary revenue stream from selling tickets to immersive live experiences. Tickets are sold through dedicated show websites and the Access Everywhere ticketing platform. Shows run at venues including Covent Garden, Arts Theatre (West End), and touring locations.
2. Brand Licensing Partnerships: Revenue derived from licensing agreements with major entertainment brands (The Traitors, Peppa Pig, Doctor Who, Peaky Blinders, The Great Gatsby) to create official live experiences. The company produces both original productions and licensed adaptations of existing intellectual property.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Immersive Everywhere is an award-winning live events company that produces immersive theatrical experiences based on licensed entertainment brands. The company creates and operates interactive shows at venues such as Covent Garden, Arts Theatre (West End), and touring locations, generating revenue primarily through ticket sales to consumers and brand licensing partnerships with IP holders including BBC, ITV, Hasbro, and StudioCanal.

Product overview

Immersive Everywhere is an award-winning live events company that transforms entertainment brands into extraordinary immersive live experiences. The company produces a portfolio of immersive theatrical productions including The Traitors: Live Experience, Peppa Pig: Surprise Party, Peaky Blinders: The Rise, Doctor Who: Time Fracture, and The Choir of Man. These productions allow audiences to play, interact, and immerse themselves in their favourite fictional worlds through live theatrical experiences, interactive missions, and participatory storytelling. The company has served 250,000+ audience members, maintains a 4.8-star average customer rating, and has produced shows in 11+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• Immersive Everywhere: Award-winning live events division specializing in transforming entertainment brands into immersive experiences
• Experiences Everywhere
• Access Everywhere
• Marketing Everywhere

Products and services

• The Traitors: Live Experience An immersive live game experience based on the hit ITV TV series The Traitors, where audience members play the game in real life by completing iconic missions, navigating mind games at The Round Table, and testing strategy skills in a battle of deceit and loyalty. Located in Covent Garden, London. Targeted at fans of the TV franchise and adults seeking interactive entertainment.
• Peppa Pig: Surprise Party The UK's first immersive attraction designed for young children and their families, based on the Hasbro-owned Peppa Pig brand. Families help Mummy and Daddy Pig plan the ultimate surprise party for Peppa through interactive play. Opening near Newcastle in 2026. Targeted at families with preschool-aged children.
• Peaky Blinders: The Rise An immersive theatrical experience set in 1921 London where guests are personally invited by Tommy Shelby to his family's Camden warehouse for an evening of high-stakes drama, live music, and interactive storytelling. Licensed from StudioCanal's Peaky Blinders franchise. Targeted at fans of the TV series.
• Doctor Who: Time Fracture An immersive theatrical adventure based on the BBC's Doctor Who franchise, set in a quiet corner of Mayfair, London. Participants join UNIT to help save the universe from a dangerous rift in time and space through interactive theatrical elements. Targeted at Doctor Who fans and sci-fi enthusiasts.
• The Choir of Man A 90-minute West End show featuring foot-stomping entertainment with live performances of hits from Queen, Luther Vandross, Sia, Paul Simon, Adele, Guns & Roses, Avicii, and Katy Perry, set in the concept of the best pub in the world. Now showing in London's West End. Targeted at live music and theatre consumers.

Quantifiable outcome

• 250,000+ audience members have attended productions
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• The Everywhere GroupflagshipStrategic or Co-development PartnerParent company overseeing Immersive Everywhere along with Experiences Everywhere, Access Everywhere, and Marketing Everywhere divisions. All divisions operate under the unified mission to redefine immersive entertainment.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Disney Theatrical Productions: Operates licensed-IP theatrical stage productions (Lion King, Aladdin, etc.) at West End and Broadway venues. Comparable model of monetizing major entertainment IP through live theatre, with a more established catalog and global footprint.
• Cirque du Soleil: Global leader in large-scale, live theatrical entertainment combining spectacle, narrative, and audience engagement. Established incumbent in the same broad live entertainment category, though typically with proprietary rather than licensed IP.
• Fever: Global live experiences marketplace and producer that curates and creates immersive events. Broader in scope than Immersive Everywhere but a key competitor for audience attention, ticketing infrastructure, and IP partnerships in the immersive live category.

Direct peers

• ABBA Voyage (Pophouse): Resident immersive concert experience based on a licensed music IP (ABBA), produced by Pophouse. Closely comparable in licensing a major legacy entertainment brand to create a premium-priced, ticket-driven immersive live experience.
• Meow Wolf: US-based immersive art and entertainment company creating large-scale interactive experiences. Comparable in building destination-style immersive environments and monetizing through ticket sales at physical venues.
• Swamp Motel: London-based immersive theatre company producing narrative-driven participatory experiences. Direct competitor in the UK immersive scene, targeting similar adult audiences with theatrical, story-led productions.
• Punchdrunk: Pioneer of immersive theatre (Sleep No More) producing site-specific, interactive theatrical experiences. A direct peer in the immersive live entertainment category with comparable production values and audience engagement mechanics.
• Secret Cinema: UK-based immersive experience company that creates large-scale, IP-driven live events around cult films and TV shows. Most direct competitor to Immersive Everywhere's model of licensing major entertainment brands for participatory theatrical experiences.
• Gingerline: London immersive dining and theatrical experience company. Direct peer in the UK immersive events market, combining narrative theatre with audience participation in a comparable price point and format.

Emerging players

• teamLab: Japan-based digital art collective producing large-scale immersive installations and ticketed experiences. Comparable in monetizing immersive, participatory experiences at scale, though oriented to digital/visual art rather than licensed narrative IP.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/immersiveeverywhere
• Instagraminstagram.com/immersiveeverywhere

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Immersive Everywhere