Play-in

What Play-in does

Play-in operates a 6,000m² indoor adventure park in Utrecht, Netherlands, marketed as "the largest indoor adventure park in the Netherlands" for families and adults. The venue consolidates seven distinct activity zones — Kids Paradise (indoor play with 50+ activities), Trampoline Park (wall trampolines, dodgeball, foam pits), Climb Walls (10+ routes), X-Cube (interactive escape room with 16m² 4K touch display), Virtual Reality zone, Arcadehal (retro and modern games), and Urban Crazy Minigolf (12 themed courses) — alongside two on-site F&B outlets (Beachbar and a 5-meter-high Skybar with panoramic views). The facility supports up to 500-person corporate group events and runs recurring adult-only events (Evening Edition DJ nights), weekend family events (Disco Jump), and supervised school activity days (Okkiedag).

The underlying technology stack is operational rather than algorithmic: Roller provides the reservation, ticketing, waiver, and gift card infrastructure; Mailchimp powers email marketing; Google Analytics tracks web traffic; and Appcomm handles customer notifications. The proprietary experiential technology is concentrated in the X-Cube (interactive touchscreen escape scenarios such as Murder at the Mansion, Spy Training, De Verraders, and Crazy Game Show) and the VR Zone (360-degree immersive experiences). The facility relies on standard consumer VR hardware and off-the-shelf arcade machines; no proprietary AI/ML is disclosed.

Play-in monetizes through a transactional ticket model supplemented by a growing subscription layer. Per-activity pricing ranges from €10.99 (Mini Jump for children) to €90 (X-Cube Adults Edition), with corporate teambuilding packages from €29.50 to €59.50 per person. Summer passes (€34.99–€70.99) introduce recurring revenue. Birthday party packages (7 formats), gift cards/vouchers, and event-driven promotions (Disco Jump, Evening Edition) round out the revenue mix. The customer base spans families, corporate teams, schools, and young adults. The legal operating entity is JML Leisure B.V. (KVK 69066574), founded in 2018, with no disclosed external funding or M&A activity.

Name

Play-in

Legal name

JML Leisure B.V.

Website

https://play-inutrecht.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Play-in operates a 6,000m² indoor adventure park in Utrecht, Netherlands, offering seven activity zones (trampoline, climbing, VR, escape room, arcade, minigolf, indoor playground) plus on-site F&B for families, corporate teambuilding groups, schools, and young adults.

Ownership category

akta.pro rank

Product category

Indoor Adventure Park / Family Entertainment Center

NAICS

Amusement Parks and Arcades (7131), Amusement Arcades (71312), Other Amusement and Recreation Industries (7139)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)

akta.pro secondary industry

Trampoline & Active Play Parks (Trampoline, Ninja/Obstacle, Indoor Active Parks) (THAJAEAJ)

Keywords

• Indoor adventure park
• Trampoline park
• Escape room entertainment
• Corporate teambuilding venue
• Family entertainment center

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Activity Tickets: Per-activity entry fees for Trampoline Park, Climb Walls, Arcadehal, VR, X-Cube, Kids Paradise, and Urban Crazy Minigolf. Pricing varies by activity and duration.
2. Food & Beverage: On-site catering including Beachbar, Skybar, pizza, snacks, loaded fries, and drinks. Catering options for corporate events including buffet, lunch, and drink arrangements.
3. Corporate Events & Teambuilding Packages: Customized team building packages for businesses including multiple activities combined with catering. Pricing starts from €29.50 per person for basic packages to €59.50 per person for premium VR & Arcade packages.
4. Season Passes: Summer passes for trampoline park access including 5x Jump (€44.99), 5x Mini Jump (€34.99), and Ultimate Jump unlimited (€70.99). Comes with food & beverage discounts.
5. Birthday Party Packages: Various party options including Kids Paradise Party, Jump Party, Climb Party, X-Cube Party, VR Party, Arcade Party, and Urban Golf Party with VIP rooms and catering.
6. Gift Cards & Vouchers: Digital and physical gift cards sold through their e-commerce platform for activities and food & beverage.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Play-In operates a 6,000 m² indoor adventure park in Utrecht, Netherlands offering seven core activity zones: Kids Paradise indoor playground, Trampoline Park, Climb Walls, X-Cube interactive escape room, Virtual Reality Zone, Arcadehal, and Urban Crazy Minigolf. The venue supplements these activities with on-site food and beverage venues (Beachbar and Skybar), birthday party packages, corporate teambuilding events, school programs, and seasonal passes.

Product overview

Play-in is an indoor adventure park offering a unified multi-attraction experience across 6000m² in Utrecht, Netherlands. The core portfolio includes seven distinct activity zones: Kids Paradise (indoor play paradise), Trampoline Park (with wall trampolines and foam pits), Climb Walls (with multiple climbing challenges), X-Cube (interactive escape room with 4K displays), Virtual Reality Zone (immersive VR experiences), Arcadehal (retro and modern arcade games), and Urban Crazy Minigolf (12 themed courses). Food and beverage is provided through Beachbar and Skybar facilities. The park also hosts recurring events (Evening Edition 18+, Disco Jump, Okkiedag) and offers birthday party packages and corporate team building packages. Seasonal summer passes (Ultimate Jump, 5x Jump, 5x Mini Jump) provide recurring access to trampoline facilities with additional discounts. The entire operation is run by JML Leisure B.V.

Differentiator

Problem solved

Functional benefit

Products and services

• Kids Paradise Indoor play paradise for children featuring over fifty activities including climbing structures, trampolines, slides, and themed play areas. Includes exclusive VIP party spaces for children's birthday celebrations. Target audience: families with young children.
• Trampoline Park Large jumping park with numerous trampolines, wall trampolines, dodgeball areas, high tower with airbag drop, foam pit, and slacklines. Open jumping sessions and organized activities for children, teens, adults, experienced and inexperienced jumpers.
• Climb Walls Rock climbing facility with more than ten different climbing walls, each requiring unique climbing techniques. Features include Stairway to Heaven, Speedclimb, Leap of Faith, and Vertical Drop Slide. Suitable for adults seeking healthy competition.
• X-Cube Escape Room Interactive escape room experience in a 16 m² cube featuring large 4K touchscreen displays. Players solve puzzles within themed scenarios including Murder at the Mansion, Spy Training, De Verraders, and Crazy Gameshow. Available in Kids Edition (8-12 years, 30 min, 2-6 players, €50/session) and Adults Edition (16+, 60 min, €90/session), in Dutch and English, wheelchair friendly.
• Virtual Reality Zone Virtual reality gaming area offering immersive 360-degree experiences including shooting, flying, diving, and puzzle games. Used as a team building activity for corporate groups and accessible to all ages.
• Arcadehal Retro and modern arcade hall featuring 80s-style games, Stern Pinball machines, button bashers, shooters, fighting games, dance games, music games, pool tables, and air hockey tables. Unlimited 1 or 1.5 hour gaming sessions.
• Urban Crazy Minigolf Indoor mini golf facility with 12 unique themed courses, providing entertainment for both young people and adults.
• Birthday Party Packages Themed birthday party packages including Kids Paradise Party, Jump Party, Climb Party, X-Cube Party, VR Party, Arcade Party, and Urban Golf Party, with VIP rooms and catering.
• Corporate and Team Building Events Customizable corporate outing packages combining multiple activities (VR, Arcade, Trampoline Park, Climb Walls, X-Cube, Mini Golf) with catering options such as unlimited pizza, buffet, loaded fries, and drinks. Pricing starts from €29.50 per person (basic Trampoline & Climb Walls) up to €59.50 per person (premium VR & Arcade & Unlimited Pizza). Capacity supports events up to 500 persons.
• Summer Passes (Zomerpas) Subscription summer passes for trampoline park access including 5x Mini Jump (€34.99), 5x Jump (€44.99 early bird, was €54.99), and Ultimate Jump unlimited (€70.99 early bird, was €79.99, max 120 min/day). Passes include 20% discount at Skybar/Beachbar and 20% discount on Climb Walls, Kids Paradise, and Mini Golf. Valid until 9 September.

Quantifiable outcome

• 245-280 kcal burned in 30 minutes of jumping

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• RollercoreTechnology or IntegrationReservation and ticketing system provider. Handles online bookings, waivers, gift cards, and payments through their platform. Critical operational infrastructure for activity management.
• MailchimpcoreGTM or Marketing PartnerEmail marketing platform for newsletters, promotional campaigns, and customer communication. Data processed under processing agreement. Used for (personalized) informational emails.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jumpsquare: Dutch trampoline park chain with multiple venues combining trampolines, climbing, and F&B. Comparable on activity mix, party packages, and indoor active entertainment positioning.
• Jump XL: One of the largest Dutch trampoline park chains operating multiple sites nationally. Directly comparable as an indoor trampoline-led active entertainment operator with birthday party and group booking programs.
• Speelparadijs De Holle Bolle Boom: Multi-site Dutch indoor playground with play structures, party packages, and F&B. Comparable on family indoor entertainment and birthday party programs.
• Bounce Valley: Dutch indoor trampoline and adventure park chain with party and group packages. Closely comparable as multi-activity indoor venue with active entertainment focus.
• Ballorig: Dutch family indoor playground chain with multiple locations, offering climbing, trampolines, and party events. Comparable on FEC model, family segment, and indoor play positioning.
• Monkey Town: Multi-site Dutch indoor playground chain for families with birthday party packages and F&B. Comparable on family-targeted indoor entertainment, birthday event focus, and Kids Paradise-style offerings.
• Urban Golf: Dutch indoor mini-golf venue chain with themed courses, drinks, and group bookings. Comparable directly on Urban Crazy Minigolf offering and group entertainment model.

Broad incumbents

• Center Parcs Netherlands: Large Dutch resort operator integrating indoor activities, F&B, and family entertainment. Comparable as established indoor family entertainment operator, but at much larger resort scale.
• Duinrell / Tikibad: Dutch theme park and water park operator. Comparable on Dutch indoor family entertainment and party bookings, but operates outdoor theme park plus water park at broader scale.

Emerging players

• Youseum: Amsterdam-based immersive experience venue with interactive themed rooms. Comparable in using interactive/immersive tech (X-Cube style) for entertainment, though narrower activity breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCh5J_kVCH_36YShDqAMKPKQ
• Facebookfacebook.com/playinutrecht.nl
• Instagraminstagram.com/playinutrechtofficial
• TikToktiktok.com/@playinutrechtofficial?lang=nl-NL
• LinkedInlinkedin.com/company/play-in

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 Play-in