Sandbox VR Expands to Italy with €60M Franchise Deal
Event summary
- Sandbox VR opened its first Italian location in Treviso on January 26, 2026, through a franchise partnership with Immexia Srl.
- Immexia Srl plans to invest €60 million to open up to 40 Sandbox VR locations across Italy.
- The Treviso venue will serve as a test site to refine the guest experience before nationwide expansion.
- Sandbox VR now operates 70+ venues across 13 countries, with 150,000 monthly players and 5 million lifetime ticket sales.
The big picture
Sandbox VR's entry into Italy marks a strategic push into a new European market, capitalizing on growing demand for out-of-home immersive entertainment. The €60 million investment signals confidence in the franchise model's scalability, while the company's global footprint now spans five continents. This expansion comes as Sandbox VR continues to leverage high-profile partnerships, such as with Netflix, to drive content innovation and attract a broader audience.
What we're watching
- Market Validation
- Whether the Treviso location's performance will validate the format for Italy's broader market.
- Expansion Pace
- The pace at which Immexia Srl can execute its plan to open 40 locations across Italy.
- Competitive Positioning
- How Sandbox VR's international expansion affects its competitive positioning against other immersive entertainment providers.
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