Frasers Group plc said on Wednesday that it has taken a minority stake in UK leisure company We Do Play, which operates Rumble Rooms and gaming venues Activate.
No financial details were disclosed.
Frasers Group chief acquisition officer James France said: "Today's announcement marks a significant milestone in our strategy to diversify and create more dynamic consumer and leisure experiences.
"We Do Play's innovative brands align perfectly with our vision for a modern, experience-led consumer ecosystem."