Chuck E. Cheese expands internationally with new concept in Mexico

Chuck E. Cheese is expanding its international presence through a new agreement with Grupo Dicrejart to introduce the ‘Adventure World’ concept to Mexico. The first location under this new format is expected to open in Jalisco at the Plaza Patria mall in October.

Unlike traditional locations that focus heavily on arcade games, the Adventure World concept emphasizes physical activity and imaginative play through indoor playgrounds, obstacle courses, and dedicated areas for younger children. This move marks the first time the brand has introduced this specific concept outside of the United States.

CEO Scott Drake noted that the company is increasingly focusing on active play to remain relevant, with such activities now accounting for approximately 10% of store sales. The brand has also undergone modernization efforts, including digitizing tokens and tickets to reduce friction for parents and replacing many animatronics with interactive video walls and dance floors.