What Universal Games does

Universal Games is a private Madrid-based operator of group leisure and entertainment activities, headquartered at the Club Deportivo Las Encinas in Boadilla del Monte. Formed in 2003 through the merger of four sector companies (Unlimited Entertainment, Universal Entertainment, Z.W.G., and Universal Games), the company runs a portfolio of eight core experience formats across roughly 5,500m² of outdoor and indoor venue space: Humor Amarillo (inflatable obstacle courses with 18–20 challenges), Laser Tag in two variants (Battlefield on a 3,200m² tactical urban field and the military-grade S.E.T.S. tactical system with AR15 replicas), Gymkhana del Calamar (Squid Game–themed challenges), Mario Games (themed multi-activity), Carrera de Dinosaurios, Comecocos en Vivo (300m² live Pac-Man labyrinth), Escape Room al Aire Libre, and Softcombat/Reto Medieval. Group-pack bundles (2h+2h formats) and ancillary services such as catering (basic menus €8.50, paella/BBQ €15, partner restaurants €20–€40), customized corporate event production, and a 3h NON-STOP special-event package extend the core offering.

The company sells primarily direct-to-consumer and direct-to-corporate at the venue and via off-site bookings in the Community of Madrid, with a minimum of 8 participants per booking, 48-hour advance reservation, and a €60 deposit. Per-person pricing ranges from €15 (Dinosaur Race) to €35 (Mario Games), with activity packs priced between €37 and €50 per person, positioning Universal Games as a mid-priced group entertainment option. Its customer base spans four primary segments — corporate/enterprise (1,200+ company clients including Samsung, Airbus, Repsol, Daimler, IKEA, Siemens, EA, Mahou, and Lancôme), families and friend groups, schools and educational centers (Colegio San Patricio, IES), and bachelor/bachelorette parties — supplemented by a dedicated children's segment.

Universal Games has historically served over 300,000 customers and accommodates up to 235 participants per single event, with a 4.4/5 rating on Google across 57 reviews. The business is founder/management-owned, with no disclosed external investors, funding rounds, or parent company, and operates strictly within the Community of Madrid region. Headcount is in the 11–50 range, and revenue is not publicly disclosed. Distribution is exclusively direct (website form, phone, email) with participation in events such as Horrorland, Expomanga, and Coca-Cola Music Experience, plus media coverage in COPE, Telecinco, Telemadrid, and Amazon Prime.

Name

Universal Games

Legal name

Universal Games

Website

https://universalgames.es

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Universal Games is a private Madrid-based operator of group leisure activities — laser tag, inflatable obstacle courses, escape rooms, and themed gymkhanas — serving corporate team-building clients, families, schools, and bachelor/bachelorette parties from a 5,500m² venue at Club Las Encinas in Boadilla del Monte.

Ownership category

akta.pro rank

Product category

Outdoor Recreation & Entertainment Services

NAICS

Amusement Parks and Arcades (7131), Other Amusement and Recreation Industries (7139), All Other Amusement and Recreation Industries (71399)

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)

Keywords

• Outdoor leisure activities
• Corporate team building
• Laser tag entertainment
• Group event organization
• Inflatable obstacle courses

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Activity-Based Per-Person Pricing: One-time fees per participant for individual activities like Humor Amarillo (€34), Mario Games (€35), Laser Tag Battlefield (€28), Laser Tag Tactical (€31), Gymkhana del Calamar (€26), Escape Room (€23), Softcombat (€26), Comecocos (€26), and Dinosaur Race (€15). Prices vary by duration and complexity.
2. Activity Pack Bundles: Combined multi-activity packages offering discounts: Pack 90+60 at €37/person, Pack 90+90 at €42/person, Pack 2h+2h at €50/person. Allows customers to combine two activities in a single session.
3. Catering and Food Services: On-site catering options including basic outdoor menus (€8.50-€10.50), paella/barbecue catering (€15), vegetarian options, and restaurant partnerships (La Parrilla €20-25, El Lago €35-40).
4. Corporate Event Services: Customized corporate team building events with additional services including meeting rooms, AV equipment, welcome coffee, catering, prize delivery, and custom speeches.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Universal Games is a Madrid-based leisure and entertainment company that operates outdoor group activities and corporate team building events from its primary venue at Club Las Encinas in Boadilla del Monte. Its core offerings include seven main activity types — Humor Amarillo (inflatable obstacle course gymkhana), Mario Games (themed multi-activity), Láser Tag (Battlefield and Tactical/S.E.T.S. variants), Gymkhana del Calamar, Carrera de Dinosaurios, ComeCocos en Vivo (live Pac-Man maze), and Escape Room al Aire Libre — complemented by Softcombat medieval battles, event organization, catering, and dedicated corporate team building services.

Product overview

Universal Games is a physical leisure and entertainment company operating from Madrid, Spain, that offers a portfolio of interactive group activities designed for friends, families, schools, and corporate teams. The core offering consists of seven main activity types: Humor Amarillo (inflatable obstacle course gymkhana), Mario Games (themed multi-activity), Láser Tag (infrared combat with two variants: Battlefield and Táctico), Gymkhana del Calamar (Squid Game-inspired challenges), Carrera de Dinosaurios (dinosaur obstacle race), ComeCocos en Vivo (live Pac-Man maze experience), and Escape Room al Aire Libre (outdoor puzzle-solving with physical challenges). These are complemented by Softcombat/Reto Medieval (padded weapon medieval battles), bundled Packs for multi-activity experiences, and the special Evento 3h NON-STOP. The company provides ancillary services including corporate team building, school activities, birthday celebrations, bachelor/bachelorette parties, and on-site catering. Activities are conducted at their Delta Force venue within Club Las Encinas de Boadilla, with all activities operating outdoors with indoor alternatives available.

Differentiator

Problem solved

Functional benefit

Products and services

• Humor Amarillo

Quantifiable outcome

• 10+ years offering Humor Amarillo activity
• +4 more outcomes

Named customers19 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

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Theodora FoundationminorOthersCharitable association that Universal Games collaborates with for social activities and events.
• Sonar DespiertominorOthersAssociation that Universal Games collaborates with for cultural and artistic projects.
• Cruz Roja (Red Cross)minorOthersHumanitarian organization partnered with Universal Games for community events and social responsibility initiatives.
• Fundación AladinaminorOthersFoundation supporting children with cancer that Universal Games collaborates with for special events.
• Club Las EncinascoreStrategic or Co-development PartnerExclusive sports club in Boadilla del Monte where Universal Games operates its main venue. Provides facilities including outdoor spaces, meeting rooms, restaurants (La Parrilla, El Lago), swimming pools, tennis, padel, and golf. Universal Games is located within this club's property.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• JumpYard: Trampoline and indoor adventure park operator in Spain offering group activities, birthday parties, and corporate team building events — directly competes for the same group and family activity occasions in Madrid.
• Team Building Singular One: Spanish corporate team building and events agency offering mobile activities, including outdoor games, gymkhanas, and experiential events; directly competes for the same corporate client base.
• Illusionism Madrid (escape room operators): Escape room and live game operator in Madrid; competes for the same group entertainment occasions including birthdays, corporate team building, and family outings.
• Trilogy Entertainment (laser tag and events): Multi-activity leisure operator in Europe offering laser tag, escape rooms, and themed group experiences; directly competes in laser tag and indoor/outdoor group entertainment.
• Eventisimo: Spanish event organization company offering corporate events, team building, and group experiences; competes in the same B2B Madrid market with similar group activity offerings.
• Aventura Amazonia: Spanish operator of multi-adventure parks with tree-top circuits, zip lines, and group activities targeting corporate team building, schools, and families — a close direct competitor in the Madrid/Spain group leisure segment.

Regional players

• IceBar Madrid / Experiencias Diferentes: Spanish operator of group experience packages (ice bars, escape rooms, themed activities) for corporate and private groups; competes for the same group leisure occasions within Spain.

Broad incumbents

• Parques Reunidos: Major European operator of regional and theme parks including Parque de Atracciones de Madrid and Parque Warner; a broad incumbent in the same Spanish leisure market with overlapping family and group audiences but at much larger scale.

Emerging players

• Madrid Fly (Factoría de Aventura): Indoor skydiving and adventure center in Madrid offering group experiences for corporate clients and families; emerging player with overlapping corporate team building use cases.
• Windoor Realfly: Vertical wind tunnel indoor skydiving operator in Spain offering group experiences and corporate events; overlaps with Universal Games on the high-experience corporate team building segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/UGMadrid
• Facebookfacebook.com/universalgames.es
• Instagraminstagram.com/universalgames.es
• Xx.com/UniversalGamesE

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 Universal Games