Auntie Anne’s and Activate Games join forces for a Las Vegas launch on October 3–4, featuring exclusive pretzel-themed games, giveaways, and early access to new interactive experiences at Town Square.
Something new is coming to Town Square. Auntie Anne’s and Activate Games are teaming up to launch an interactive gaming event in Las Vegas. This marks Activate’s first location in Nevada. For National Pretzel Month, the two brands are rolling out a limited-edition Auntie Anne’s game that’s only available here.
The grand opening runs October 3 and 4. Activate Las Vegas will host a special version of its Supermarket Scan game. Players race the clock to grab virtual Auntie Anne’s pretzels and other menu items, each matched to their player color. This game is exclusive to the Las Vegas opening weekend. Fans of both brands get a shot at something they won’t find anywhere else.
Activate Las Vegas spans more than 13,000 square feet and features 15 game rooms with over 55 different game variations, according to LVCVA Las Vegas News Briefs.
Exclusive games and opening perks
There’s more than digital pretzels on offer. Guests can snap photos at an Auntie Anne’s-themed booth and try their luck for one of 10 Golden Pretzel Passes. These passes are handed out at random. Each one gives the winner a free Original or Cinnamon Sugar Pretzel every week for a year through the Auntie Anne’s Rewards app. The first 100 visitors on October 3 get a free pretzel and lemonade, plus half-off play time and a premium Activate wristband.
The grand opening also brings Alpha Mode to the U.S. for the first time. Las Vegas guests will be the first in the country to play Swarm and Legend, two games that were only available at Activate’s home base in Winnipeg, Canada. Local gamers and visitors get early access. That’s a big draw for anyone looking for something new in Las Vegas.
The Activate Las Vegas location is situated at Town Square, 6611 S Las Vegas Blvd, A143, with the grand-opening event scheduled for October 3 from 10 a.m. to 8 p.m. and a ribbon-cutting at 9:30 a.m. According to LVCVA Las Vegas News Briefs, Activate’s launch is described as a ‘world’s first active-gaming experience’ and an ‘active alternative to passive gaming and traditional nightlife where skill, smarts and teamwork win.’
National Pretzel Month hits Las Vegas
This partnership lands right on time for National Pretzel Month. Auntie Anne’s says bringing its snacks into an interactive gaming space is a way to “bring a little joy to our fans” and shake up the classic pretzel experience. The event is built for group play and social sharing. The photo booth and digital rewards add to the fun.
Town Square’s busy location puts the event in front of both locals and tourists. Las Vegas keeps adding new food and entertainment spots. Recent openings, as reported by LVCVA Las Vegas News Briefs, show the city’s appetite for experiences that mix food, fun, and tech.
What makes Activate Las Vegas different
Activate Games calls itself an “active-gaming” brand. The company offers experiences you can’t get on a screen. This Las Vegas launch is its first in Nevada. It stands out by mixing physical activity, digital games, and branded food rewards. The Auntie Anne’s activation is only for opening weekend. There’s no word yet on future collaborations or extensions.
For Las Vegas, this event shows how national brands use the city’s entertainment scene to test new ideas. By tying the launch to National Pretzel Month and offering exclusive games and prizes, Auntie Anne’s and Activate are betting that people want more than just a snack. They want something interactive and social. And for now, you can’t find it anywhere else in the country.
