Summer has always brought a certain kind of energy. Longer days, fuller calendars, bigger crowds, and more reasons for brands to show up in ways people actually remember. This year, that energy is especially tied to movement, competition, and experiences that feel fast, social, and easy to jump into.
For corporate events, conferences, brand activations, and fan moments, the right game is not just filling space. It is meeting the moment. At Interactive Entertainment Group, four experiences are especially well matched to what people are watching, playing, and talking about now: Pickle Play, Soccer Circle, Reaction Attraction, and the Virtual Surfing Simulator.
Pickleball is no longer the thing people are “suddenly” into. It is fully in the culture now. According to the Sports & Fitness Industry Association, 24.3 million Americans played pickleball in 2025, with participation up 171.8% from 2022 to 2025.
That is what makes Pickle Play such a strong fit for summer events. It brings the energy of the sport into a compact, brandable activation that does not require a full court, a long setup, or guests who know the rules. Players step in, return the ball, chase the score, and keep the line moving.
Soccer is about to own the conversation. The 2026 FIFA World Cup runs from June 11 through July 19 across the United States, Canada, and Mexico, with 48 teams and 104 matches. The final will be played in New York New Jersey on July 19, putting even more attention on the U.S. market.
Soccer Circle fits directly into that momentum. Players stand inside a 360-degree ring of illuminated targets, reacting quickly as they kick toward unpredictable lights. It feels athletic, visual, and competitive, but it is still approachable enough for a wide range of guests.
Cold treats are always a summer win. Robo Ice Cream adds a more modern twist, turning dessert into an automated, eye-catching experience guests want to watch before they even taste it.
It works especially well for brand activations, conferences, employee appreciation events, and summer parties where the goal is to offer something refreshing, visual, and easy to customize. It is part treat, part tech moment, and fully built for the season.
Summer does not need a shoreline. Surf-inspired experiences are showing up far beyond the beach, with surf parks and wave pools continuing to grow as the sport becomes more accessible in new markets.
The Virtual Surfing Simulator brings that feeling into a branded event environment. Guests test their balance, ride a virtual wave, and create a strong visual moment for photos, video, and social content.
