We Do Play

Our role

Our UK Consumer M&A team is delighted to have advised We Do Play, one of the UK’s leading experiential leisure operators, on securing a strategic investment from Frasers Group PLC (“Frasers”). The investment will primarily fund the first wave of site openings for its immersive live-action gaming concept, Activate, across the UK, building on successful launches at The O2, London, and Metrocentre, Newcastle. It will also support the continued expansion of Flip Out, the UK’s largest trampoline-park brand.

This marks our fourth transaction in the consumer sector in less than 12 months across both public and private M&A.

Rich Beese, Chief Executive Officer at We Do Play, commented: “It has been brilliant to work with the Investec Consumer M&A team who were instrumental in identifying and managing this transformational transaction for our business.”

Oliver Cardigan, Head of UK Consumer M&A Advisory at Investec, commented: “It was a pleasure to work with the We Do Play team on this transformational transaction, which will help them fulfil their roll out plans and scale up significantly. This is a further example of our core strategy which is focused on helping Consumer companies reach their full potential.”

About We Do Play

We Do Play is a UK-based entertainment company offering a diverse range of active and immersive experiential leisure experiences. Their portfolio includes cafés, trampoline parks, and competitive socialising concepts such as Laser Quest, Activate, Putt Putt Social, and Rumble Rooms. Already established as a success in North America, with over 30 locations, We Do Play has secured the exclusive rights to roll out sites across the UK.

About Frasers Group

Frasers Group is a leading British retail group, operating more than 1,500 locations worldwide. Its extensive portfolio spans leisure, luxury, and premium fashion brands, including House of Fraser, Flannels, and SportsDirect. In recent years, the Group has expanded beyond retail into retail real estate, acquiring major shopping centres across the UK to house its brands.