HADO Benelux

What HADO Benelux does

HADO Benelux is the exclusive distributor and master franchisee of the HADO AR techno-sport brand across the Netherlands, Belgium, and Luxembourg, founded in 2021 by Michiel Verhage and Michael Reibestein. The company operates a distributed network of more than 10 arenas where customers play a 3v3 augmented-reality dodgeball variant using proprietary HADO AR headsets and armband sensors that project digital energy balls, shields, and scoreboards onto a real-world playing field without controllers or cables. Standardized arenas measure 6m x 10m and can host up to 50 players per hour in 80-second matches, with the product positioned for ages 6 to 75.

The business generates revenue across four streams: (1) one-time arena session bookings at partner-operated and owned arenas across the Benelux, (2) professional-services revenue from mobile on-location events delivered in partnership with Soyou Events for corporate clients, festivals, and private parties, (3) franchise and licensing fees from entrepreneurs and venue operators who open HADO arenas under the 'Arena Houder' program, and (4) tailored packages for corporate team building and children's birthday parties. Pricing is quote-based and not publicly disclosed. Customers are highly fragmented: corporate outings (with Accenture referenced as a past participant), university and government-sports partnerships (HAN University, Sport Vlaanderen), venue operator channels (H20, SparkX, Gamified), and consumer/family sessions booked through individual partner websites. The company relies on earned media (NOS Jeugdjournaal, NPO Zapp, Het Parool, AD, FD) and social channels (Instagram, TikTok, LinkedIn, YouTube, Facebook) to drive top-of-funnel demand, while operating with a lean 6-person team.

Name

HADO Benelux

Legal name

HADO Benelux

Website

https://hado-sports.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

HADO Benelux is the exclusive Benelux distributor and franchise operator of the HADO AR techno-sport, running a network of 10+ arenas and mobile event services that deliver 3v3 augmented-reality dodgeball experiences to consumers, corporates, families, and franchise partners across the Netherlands, Belgium, and Luxembourg.

Ownership category

akta.pro rank

Product category

Augmented Reality Entertainment

NAICS

Amusement Arcades (713120)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Coin-Operated Entertainment (Pinball, Crane/Claw, Jukebox, Darts/Billiards) (MPAEAJAF)

Keywords

• Augmented reality sports
• AR gaming entertainment
• Mobile event experiences
• Arena franchise operations
• Team building activities

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Arena Session Bookings: Revenue generated from customers booking HADO gaming sessions at fixed arena locations across the Benelux. Sessions are typically 15-45 minutes and booked through partner websites. Each arena can accommodate up to 50 players per hour.
2. On-Location Event Services: Mobile HADO experience brought to corporate events, private parties, festivals, and other occasions. Revenue generated from providing complete setup, equipment, professional facilitation, and optional catering services at the customer's chosen venue.
3. Arena Franchise/License Fees: Revenue from entrepreneurs and venue operators who open HADO arenas under the franchise model. Arena holders pay for the right to use the HADO brand, receive operational support, marketing materials, and access to the global HADO network and tournament system.
4. Corporate Team Building Packages: Customized team building experiences for businesses including session bookings, professional facilitation, and optional catering. Targets corporate clients seeking active team building activities.
5. Children's Birthday Party Packages: Birthday party experiences for children aged 6+, including game sessions, professional supervision, and optional food and beverage arrangements.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

HADO Benelux operates AR-based techno sport experiences across the Benelux region under an exclusive distributorship of the global HADO brand. The company delivers gameplay through fixed arena locations, a mobile on-location event service, and a franchise model for arena operators. Core gameplay is a 3v3 team competition where players use AR headsets and armband sensors to fire digital energy balls and activate virtual shields during 80-second matches.

Product overview

HADO Benelux offers an AR-based techno sport combining augmented reality gaming with physical activity. The core product is the HADO Arena Experience—a 3v3 team game where players use AR headsets and armbands to fire digital energy balls and activate virtual shields. The portfolio includes fixed arena locations across Benelux (Netherlands, Belgium, Luxembourg), a mobile 'HADO op Locatie' service that brings the complete arena setup to any event venue, and group/event services for corporate outings, children's parties, and friend groups. Additionally, the company offers a franchise model (Arena Houder) for entrepreneurs to operate their own HADO arenas, with standardized arena dimensions of 6m x 10m and capacity of up to 50 players per hour.

Differentiator

Problem solved

Functional benefit

Products and services

• HADO Arena Experience Core AR techno sport experience where teams of three compete in a futuristic dodgeball format. Players wear AR headsets and armband sensors to fire digital energy balls and activate virtual shields, combining physical activity with augmented reality gaming. Sessions are booked through partner arena websites for groups and individuals at locations across the Benelux.
• HADO op Locatie (Mobile Arena) Mobile HADO experience brought directly to event locations throughout the Benelux. Includes full equipment setup (AR headsets, sensors, playing field), professional facilitation, and customizable game options for corporate events, parties, and sports days. Requires a venue with 8x12x2.80m open indoor space, power, WiFi, and display equipment.
• Bedrijfsuitjes (Corporate Outings) Team-building experiences for companies combining action, strategy, and fun. Designed for organizations seeking active corporate events that strengthen teamwork and collaboration, with professional facilitation and customizable options including catering.
• Kinderfeestjes (Children's Birthday Parties) AR gaming birthday party experiences for children aged 6 and up, featuring professional guidance, customizable game arrangements, and optional catering packages.
• Vriendengroepen (Friend Groups) Group entertainment experiences for friends featuring competitive AR gameplay in a 3v3 format, team battles, and customizable event options including tournaments and catering.
• Arena Houder Franchise Model Scalable business opportunity for entrepreneurs and venue operators to open HADO arenas under license. Includes franchise support with marketing materials, operational and technical assistance, tournament organization, lead generation, and access to the global HADO network. Standardized arena dimensions are 6m x 10m with capacity of up to 50 players per hour.

Quantifiable outcome

• Up to 50 players per hour capacity per arena
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Soyou EventscoreStrategic or Co-development PartnerExclusive partnership with Soyou Events to deliver mobile HADO experiences at external venues throughout the Benelux. Soyou Events provides the logistical capability to transport and set up complete HADO arenas at corporate events, festivals, private parties, and any customer location. This partnership enables HADO's on-location service offering, which requires specialized equipment transport and setup expertise.
• H20 EntertainmentcoreChannel Partner/ Reseller/ DistributorH20 entertainment venue in Purmerend operates a HADO arena as part of their leisure attractions. The venue handles local bookings and customer management while HADO Benelux provides brand support, operational guidelines, and access to the HADO network and tournament system.
• HAN University (Hogeschool van Arnhem en Nijmegen)coreChannel Partner/ Reseller/ DistributorHADO arena operated by HAN University's esports and exergaming department. Serves as both a public playable location and an educational/research facility for studying AR sports technology and active gaming. The partnership supports HADO's presence in the Arnhem-Nijmegen region.
• SparkX HasseltcoreChannel Partner/ Reseller/ DistributorSparkX entertainment center in Hasselt, Belgium hosts a HADO arena. The partnership expands HADO's presence in the Belgian market through an established leisure venue operator.
• Sport Vlaanderen (Brugge)coreChannel Partner/ Reseller/ DistributorGovernment sports organization operating HADO arena at their Brugge facility. Expands HADO's reach in Belgium through a public sports infrastructure partner.
• Gamified (Kontich)coreChannel Partner/ Reseller/ DistributorGamified entertainment company operates HADO arena in Kontich near Antwerp. Partnership serves the Antwerp metropolitan area market.
• HADO Serious Gaming (Noord Nederland)minorChannel Partner/ Reseller/ DistributorMobile arena operator serving Northern Netherlands with no fixed location. Specializes in corporate teambuilding events rather than public walk-in sessions.
• OneFitminorGTM or Marketing PartnerFitness network partnership (referenced in testimonial from David Stegenga). OneFit members can access HADO sessions through their fitness membership network.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sandbox VR: Location-based VR entertainment operator with proprietary motion-tracking tech delivering multiplayer immersive games. Comparable in venue-based active entertainment, group bookings, and tech-enabled physical gameplay model.
• Two Bit Circus: Tech-forward social amusement venue combining VR/AR games, physical activations, and group entertainment formats. Highly comparable to HADO in blending digital gameplay with physical movement inside a venue-based arcade model.
• Zero Latency: Global operator of free-room, multiplayer VR/AR gaming arenas with a franchise/license model across 100+ locations. Most direct analog to HADO Benelux in location-based immersive gaming venue format, group bookings, and franchise expansion.
• VR World: Multi-VR-experience venue offering location-based virtual and augmented reality games for groups and parties. Comparable in venue-based immersive gaming, group entertainment positioning, and AR/VR technology stack.
• The VOID: Pioneer of location-based VR/AR experiences (now defunct but historically relevant) offering headset-based free-roam gameplay in physical venues. Directly comparable to HADO's AR-headset-driven free-movement gameplay concept.

Others

• HADO (Global / Japan): Parent brand of the HADO techno sport founded in Japan in 2014, now spanning 40 countries with 10M+ players. HADO Benelux operates as its exclusive Benelux distributor, making the global brand the upstream licensor and ecosystem anchor.

Broad incumbents

• Main Event Entertainment: Large US family entertainment center chain offering bowling, laser tag, VR, and group activities. Comparable as a broader active-entertainment venue operator targeting similar corporate, family, and group occasions with a wider portfolio.
• iFly Indoor Skydiving: Franchised indoor active-entertainment chain delivering unique physical experiences with a strong group/corporate events business. Comparable as a venue-based active-entertainment franchise with similar group-booking and event-driven economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=oZ6wKJmb4gU&list=PLkWer59KELY6NdFLA-8KvFXSc0xC9-swn&ab_channel=HADONederland
• Facebookfacebook.com/hadobenelux
• LinkedInlinkedin.com/company/hado-benelux
• Instagraminstagram.com/hado_benelux
• TikToktiktok.com/@hadobenelux

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 HADO Benelux