What Hadrena does

Hadrena is a French leisure and entertainment holding company founded in 2021 and headquartered in Paris, operating a portfolio of 13 consumer-facing brands across 6 distinct proximity-leisure market segments: Family Entertainment Centers (Speedpark, Games Factory), Action Games (Fort Boyard Aventures, Koezio, Activate Games, Beat The Bomb), Immersive Entertainment (Eclipso VR, GIGA exhibitions), Competitive Socializing (Clays), Active Entertainment (Kojump, Movement climbing gyms), and Kids (Kids Empire). The group serves end consumers — primarily families with children, young adults and groups, culture enthusiasts, and active fitness consumers — through a network of more than 100 owned and franchise venues across France, Belgium, Spain, the United Kingdom, the United States, and Morocco, with planned expansion via the Activate master franchise into additional European markets.

The underlying technology stack is built on interactive gaming and immersive entertainment systems rather than proprietary AI: virtual reality content engines for Eclipso's themed expeditions (L'Horizon de Khéops, Titanic, Mondes Disparus, etc.), connected darts and electronic gaming systems for Koezio, interactive action game tracking technology for Activate Games, and indoor climbing facility infrastructure for Movement. Hadrena licenses differentiated IP including the Fort Boyard television brand (exploited across 10 dedicated action-game venues) and holds exclusive master franchise rights for Activate Games across France, Benelux, Spain, and Portugal.

The business model combines (i) venue admission and per-activity transaction revenue at owned locations, (ii) franchise and licensing fees from master franchise partners, and (iii) acquisition-driven growth, with the group having executed five+ brand acquisitions between 2022 and 2025 (Speedpark 2022, Kojump 2023, Games Factory 2024, Koezio 2024, Kids Empire 2025) plus minority investments in Movement, Beat The Bomb, and Clays. The company was rebranded from Otium Leisure to Hadrena in 2024, is led by CEO Edouard Malnoy, operates with a ~30-person corporate team supporting 1,500+ total group employees, and self-describes group revenue as reaching "hundreds of millions of euros" across its locations.

Name

Hadrena

Legal name

HADRENA

Website

https://hadrena.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Hadrena is a French leisure entertainment holding company operating 13 brands across family entertainment centers, action games, immersive VR, competitive socializing, and active entertainment segments. It serves consumer markets in 6+ countries through owned venues and franchise partnerships.

Ownership category

akta.pro rank

Product category

Location-based leisure and entertainment venues

NAICS

Amusement Parks and Arcades (7131), Amusement and Theme Parks (71311)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industry

Amusement/Redemption Arcade Machines (Ticket & Prize) (MPAEAJAD)

Keywords

• Location-based entertainment
• Family entertainment centers
• Immersive VR experiences
• Competitive socializing venues
• Indoor leisure attractions

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Venue Admission and Activity Revenue: Hadrena generates primary revenue through admission fees, activity charges, and visitor spending at its owned entertainment venues across brands including Speedpark, Games Factory, Eclipso, Koezio, Fort Boyard Aventures, Kojump, Movement, Beat The Bomb, and Clays. Each venue attracts millions of visitors annually who pay for access to activities like karting, bowling, VR experiences, climbing, action games, and dining.
2. Franchise and Licensing Fees: Hadrena operates a franchise model, particularly for Activate Games, granting franchise rights to operators in France, Benelux, Spain, and Portugal in exchange for franchise fees and ongoing royalties. The company also licenses established IPs like Fort Boyard for its branded entertainment experiences.
3. Acquisition-Driven Growth: Hadrena pursues growth through acquiring established leisure entertainment companies (Speedpark 2022, Kojump 2023, Games Factory 2024, Koezio 2024) and developing them under its portfolio, expanding both geographically and operationally.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Hadrena is a Paris-headquartered leisure-and-entertainment operator that owns, acquires and franchises a portfolio of more than 11 location-based entertainment brands (Speedpark, Games Factory, Eclipso, Koezio, Fort Boyard Aventures, Kojump, Activate, GIGA, Clays, Movement, Beat The Bomb, Kids Empire). It operates physical venues offering karting, bowling, laser tag, VR expeditions, action games, climbing, darts, karaoke, immersive exhibitions and dining for families, young adults and corporate groups. Core income comes from per-visitor admission and activity fees, supplemented by franchise fees, royalties and licensed-IP use.

Product overview

Hadrena is a global leisure and entertainment operator that manages a diversified portfolio of 13 distinct entertainment brands across 6 market segments: Family Entertainment Centers (Speedpark, Games Factory), Active Entertainment (Kojump, Movement), Action Games (Fort Boyard Aventures, Koezio, Activate Games, Beat The Bomb), Immersive Entertainment (Eclipso, GIGA), Competitive Socializing (Clays), and Kids attractions (Kids Empire). The company operates primarily through a combination of owned brands, acquisitions, and master franchise agreements, with presence spanning France, Belgium, Spain, Morocco, UK, USA, Canada, and UAE. Total group revenue reaches hundreds of millions of euros across hundreds of locations worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Speedpark: Family entertainment centers with karting, bowling, laser, VR, arcades, billard, quiz, karaoké and bar.
• Games Factory
• Eclipso
• Koezio
• Fort Boyard Aventures
• Kojump
• Clays
• Movement
• Beat The Bomb
• Activate
• GIGA
• Kids Empire

Products and services

• Speedpark Multi-activity family entertainment centers offering karting, bowling, laser tag, virtual reality, arcades, billiards, quiz, karaoke and a bar. Hadrena operates 20 Speedpark centers in France and Spain, attracting 4 million visitors annually.
• Games Factory Multi-activity family entertainment centers offering karting, bowling, laser game, Prison Island action game, arcades, billiards, quiz, karaoke, birthday rooms and bar. Hadrena operates 15 Games Factory centers in France, attracting 3 million visitors annually.
• Eclipso Cultural virtual-reality entertainment offering immersive VR expeditions on historical, artistic and scientific themes including L'Horizon de Khéops, Mondes Disparus, Impressionnistes Paris 1874, Titanic: Le Rêve Englouti, Colisée, Carcassonne and Le Trésor des Bâtisseurs. Hadrena operates 10 Eclipso centers in France, the USA and the UK, attracting 2 million visitors annually.
• Koezio Multi-activity immersive leisure centers featuring the Agents d'Elite action game with aerial course, connected darts, karaoke, quiz, mini golf, bowling, birthday rooms and the immersive restaurant Lucky Folks. Hadrena operates 5 Koezio centers in France and Belgium, attracting 500,000 visitors annually.
• Fort Boyard Aventures Official Fort Boyard-themed action game featuring 30 life-size challenges inspired by the TV show, birthday rooms and bar. Hadrena operates 10 Fort Boyard Aventures centers in France, attracting 1 million visitors annually.
• Kojump Sports leisure centers featuring trampolines, scratch walls, air bag, ninja warrior course, kids play area, birthday rooms and bar. Hadrena operates 15 Kojump centers in Belgium, France and Morocco, attracting 1 million visitors annually.
• Activate Games Action game experience featuring unique interactive technology that allows players to record progression across sessions with a rewards system, combining agility, thinking and physical challenges. Originating from Canada with nearly 60 sites across Canada, USA, UK and UAE; Hadrena has exclusive master franchise rights for France, Spain, Portugal and Benelux with plans for 30 centers in six years.
• GIGA Exhibition Immersive exhibition centers offering cultural, sensory and playful experiences through traveling exhibitions. The premiere production is 'Antarctica Experience' directed by Oscar-winning filmmaker Luc Jacquet, presented at Las Arenas in Barcelona before traveling worldwide.
• Clays Virtual shooting-range bars combining multiple shooting bays with bars and dining spaces. Hadrena holds a minority investment in the chain, which operates 2 centers in London and attracts 200,000 visitors annually.
• Movement Indoor climbing gyms offering a comprehensive climbing experience plus yoga and fitness activities. Hadrena holds a minority stake in Movement, which operates 31 centers in the USA averaging more than 3,000 m², serving 100,000 members and attracting 5 million visitors annually.
• Beat The Bomb North American action-game venues featuring action rooms, bomb rooms and play areas for adults and children aged 8 and up. Hadrena holds a minority stake in the chain, which operates 7 centers in the USA with average spaces over 1,000 m² and attracts 500,000 visitors annually.
• Kids Empire Indoor kids play centers operating as part of Hadrena's expansion into the dedicated kids-attractions segment in the United States.

Quantifiable outcome

• 4 million annual visitors across Speedpark venues alone
• +3 more outcomes

Segments4 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

Scale indicators12 records

Recent moves12 records

Expansion highlights7 records

Direct peers

• Puttshack: Tech-enabled competitive socializing mini-golf chain. Comparable to Clays' model of blending digital gameplay tracking with bars and dining in a social setting.
• Bowlero: World's largest bowling-centric entertainment operator with dining and arcade add-ons. Comparable to the bowling components within Hadrena's Speedpark and Games Factory venues.
• Topgolf: Tech-enabled competitive sports-entertainment chain combining gameplay, dining and social experience. Mirrors Hadrena's Clays (virtual shooting) and broader competitive-socializing strategy.
• Urban Air Adventure Parks: US indoor adventure park chain focused on trampolines, ninja courses and active play. Directly comparable to Hadrena's Kojump sports-leisure concept and Movement climbing/yoga concept.
• Activate Games: Canadian parent of the Activate action-game concept with ~60 sites across North America, UK and UAE. Hadrena holds master franchise rights for Europe, making Activate the brand parent and a direct operational peer for action-game experiences.
• CEC Entertainment: Operator of Chuck E. Cheese family entertainment centers in the US, focused on kids and family visits with arcade, rides and food. Directly comparable to Hadrena's Kids Empire and family-segment brands.
• Dave & Buster's: US-listed FEC operator combining arcade gaming, bowling, dining and sports-viewing across 100+ venues. Closest direct analog to Hadrena's Speedpark and Games Factory multi-activity model.
• Parques Reunidos: European operator of regional theme parks, animal parks and family entertainment centers across multiple countries. Comparable multi-country indoor/leisure operating model with shared services across sites.
• Main Event Entertainment: US FEC chain offering bowling, laser tag, gravity ropes, billiards and arcade under one roof — a close functional match to Hadrena's Speedpark, Games Factory and Koezio multi-activity venues.

Broad incumbents

• Compagnie des Alpes: French-listed leisure operator running ski resorts, theme parks and outdoor attractions. Broader incumbent with a French base comparable to Hadrena's home market, though skewed to outdoor rather than indoor leisure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hadrena

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries12 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 Hadrena