Immersive Everywhere, All3Media Launch ‘The Traitors: Live Experience’

Immersive Everywhere, an immersive live entertainment producer, has announced an exclusive licensing partnership with All3Media International. This collaboration will bring to life the U.K.’s first playable live roundtable experience inspired by the BAFTA and Emmy award-winning TV show, “The Traitors.”  

Set to launch in Q1 2025, the event will allow participants to step into the suspenseful world of “The Traitors.” Under a multiyear licensing agreement, Immersive Everywhere will produce “The Traitors: Live Experience” alongside its partners, Cuffe & Taylor and Global Creative, in a major U.K. city, with plans for an international rollout to follow. The experience is designed to plunge players into the heart of the action that has captivated audiences worldwide, allowing them to play the game in real life.  

Central to the experience is The Roundtable, a key feature of the TV show, where players will find themselves at the heart of intense drama, deception and strategic gameplay. Players will collaborate on missions while navigating a web of intrigue to outwit competitors and win the game.  

This project marks a significant milestone for Immersive Everywhere, building on the success of previous productions such as “Peaky Blinders: The Rise” and “Doctor Who: Time Fracture.” It also represents Immersive Everywhere’s first foray into competitive socializing, adding a new dimension to its portfolio of live experiences.  

Related:All3Media, The Everywhere Group to Create “The Traitors” Immersive Experience

Leading the creative vision for the project is Neil Connolly, creative director, Immersive Everywhere, whose track record includes “The Crystal Maze Live,” “The Tomb Raider Live Experience” and other groundbreaking immersive experiences.  

“The Traitors” TV series is a global sensation, with over 30 versions commissioned worldwide. The U.K.’s second season attracted more than 8.8 million viewers for its finale earlier this year, and a third and fourth season and celebrity versions have been commissioned for the BBC.   

All3Media International has already brought a range of ancillary products to market, including Vivid Goliath’s The Traitors official board game, which recently won the Licensing Award for Best Licensed Toy or Game.  All3Media International has launched The Traitors official card game from Ginger Fox, an interactive game book from Penguin Random House, daywear from Bioworld, an online game, website and store for The Traitors. Recent deals have also been signed for nightwear from TDP and Aykroyds, as well as socks, underwear and a character gift range launching soon.  

Related:‘The Traitors U.K.’ Sees TV and Licensing Growth

“We are incredibly excited to collaborate with All3Media International on bringing ‘The Traitors’ to life in a way that’s never been done before,” says Elliot Hargreaves, joint-chief executive officer, Immersive Everywhere. “This live experience will push the boundaries of immersive entertainment, offering fans a unique chance to step into the intense, strategy-driven world of the TV show. Our team is dedicated to delivering an unforgettable adventure that captures the essence of ’The Traitors’ while adding our own creative twist. We can’t wait for audiences to experience the thrill firsthand.”  

“Immersive Everywhere has an unmatchable track record for delivering unforgettable live experiences, and we can’t wait to work with them to add another layer to our ever-evolving licensing program and faithfully bring the dramatic, nail-biting psychological world and addictive gameplay of ‘The Traitors’ to life,” says Nick Smith, executive vice president, formats and licensing, All3Media International. 

“The Traitors” (Dutch title: “De Verraders”) was created and developed by Marc Pos and Jasper Hoogendoorn, creative director, IDTV, in cooperation with RTL Creative Unit.