From seaside arcades to global attractions, HB Leisure continues to raise the stakes
Founded in 1927 by Harold Burt, HB Leisure (HBL) has grown from a small family amusement business in North Wales into the world’s leading operator of skill games and a major international player in family entertainment. Remaining true to its family roots, the company is still headquartered in North Wales and continues to be led by the founder’s family, with Chairman Tim Batstone representing the third generation of leadership. Over the decades, the business has evolved from operating traditional seaside arcades into a global entertainment partner serving some of the world’s most recognized theme parks, attractions and leisure destinations.
Today, HBL operates in more than 150 major attractions across over 25 countries, welcoming millions of guests every year through its portfolio of skill games, arcades and family entertainment experiences. The company works in partnership with leading operators, providing fully managed game operations that enhance guest engagement, increase dwell time and create lasting memories for visitors of all ages.
At the heart of the business is a commitment to delivering outstanding customer experiences through innovative, fun and fair games, high-quality prizes and exceptional customer service. HBL believes that its people are the key to creating unforgettable moments, combining enthusiasm, professionalism and a passion for entertainment to ensure every interaction contributes to a positive guest experience. This people-first approach has helped the company build long-term relationships with many of the most respected organizations in the global attractions industry.
The company’s vision underpins every aspect of the organization, from developing engaging game concepts and sourcing sought-after prizes to investing in talented teams and maintaining strong partnerships. HBL continues to focus on operational excellence while expanding its presence in key international markets across Europe, North America, the Middle East and Asia.
Growth has been a defining feature of the company’s journey. Since entering the skill games sector in the early 1990s, HBL has expanded rapidly through strategic partnerships, international development and continuous innovation. From its first overseas operations in Europe and the Middle East to its significant expansion across North America and Asia, the company has established itself as a trusted partner for attractions seeking world-class games and entertainment experiences.
HBL’s main business is the operation of skill games; fun, challenging games that are played for prizes. It works in partnership with major theme parks and attractions, fully managing all their skill games operations. It is also a major player in family arcades, seeing strong growth in and outside the UK since opening its first premises in North Wales in 1932. All operations are focused on a combination of great games, great prizes and great people – ultimately these create fantastic customer experiences. Indeed, prize quality is a vital part of the games experience, and this is a huge priority area at HBL. The company offers a mixture of the hottest licensed prizes plus colorful non-licensed merchandise with attractive and novel designs.
Casual concept
Backed by HBL, Carousel & Co. is the company’s latest gaming concept. Drawing on its decades of expertise in creating engaging game experiences at some of the world’s leading attractions, Carousel & Co. extends that knowledge into an urban hospitality environment. The result is a unique entertainment-led concept that combines HBL’s passion for play with a modern food and beverage offering, creating a destination where guests can eat, drink and play under one roof.
Located in Kuala Lumpur’s Golden Triangle, Carousel & Co combines giant skill games with a casual dining experience, offering something different from a traditional restaurant or bar. Guests can enjoy handcrafted cocktails, shareable food and friendly competition, creating an experience that encourages connection, laughter and memorable moments. Whether visiting for after-work drinks, a social gathering, a private event or a special celebration, the venue is designed to bring people together through entertainment and hospitality.
HBL’s success has been built on long-term partnerships with some of the world’s most recognized theme parks, attractions and entertainment operators. Over the years, HBL has developed trusted relationships with many leading names in the global attractions industry, including Merlin Entertainments, operator of attractions such as Alton Towers Resort, Chessington World of Adventures, LEGOLAND parks and Madame Tussauds. The partnership with Merlin has spanned more than a decade, reflecting a shared commitment to delivering memorable experiences for guests while maintaining high operational standards.
The company also works with internationally renowned destinations including Europa-Park in Germany, where its games have become an integrated part of the guest experience, as well as major attractions across the Middle East such as Ferrari World Abu Dhabi, Warner Bros. World Abu Dhabi, Yas Waterworld and Atlantis Aquaventure.
In North America, HBL partners with some of the region’s leading amusement park operators, including SeaWorld Parks & Entertainment, Busch Gardens and Six Flags, bringing its expertise in games and family entertainment to millions of visitors each year. Across Asia-Pacific, partnerships include Universal Studios Singapore, Resorts World Sentosa, Resorts World Genting, Dreamworld Australia and multiple LEGOLAND destinations.
What sets HB Leisure apart is its collaborative approach. Rather than simply operating games, the company works closely with each partner to create experiences that complement the unique character of every attraction. This focus on long-term relationships, operational excellence and guest satisfaction has helped HB Leisure become the trusted games and arcade partner for these respected leisure and entertainment brands.
Alongside its commercial ambitions, HBL is committed to responsible business practices and reducing its environmental impact. The company has identified greenhouse gas emissions and landfill waste as key focus areas and is working towards measurable sustainability improvements by 2030 as part of its long-term growth strategy.
Nearly a century after its beginnings, HBL remains focused on creating memorable moments for guests around the world while continuing to build on the entrepreneurial spirit, innovation and family values that have shaped the business since its foundation.