Natick Mall May Get Large, Immersive Gaming Center

NATICK, MA — It's a gaming experience so new, there's not really a name for it yet.

Plans are underway to open a live-gaming experience in part of the former Sears store at the Natick Mall. The team behind the venture will bring multiple types of live gaming to a 48,000 square-foot space, complete with a taproom and restaurant that might be operated by Everett-based Night Shift Brewing.

Level 99 will feature 43 different rooms, and inside each one will be a different type of immersive gaming experience, said co-founder Matt DuPlessie. One room might be a ninja-warrior type challenge, another room might feature an escape room scenario.

Almost like an arcade, but instead of the action happening on-screen, it's happening in real life, he said.

"This is not virtual reality, it's literally a physical set of challenges," DuPlessie said Tuesday.

This isn't DuPlessie's first try at a live-gaming operation. He founded 5 Wits in 2003 after working at Disney parks in Florida. 5 Wits now operates live-gaming centers in New York, Virginia, and Massachusetts, including at Foxborough Stadium.

DuPlessie chose the Natick Mall for Level 99 because of the availability of space, and the local demographics. It will be open to all ages, but targeted at people age 21 to 39.

A Dave and Buster's arcade opened in the former Sears space last June. The arcade is closed right now due to coronavirus. DuPlessie says that Level 99 is set up to avoid large crowds, with games meant to be played by groups of two to six people.

"It's not a movie theater or concert hall, so you're going in there with just your date or just your family," he said.

Level 99 is under construction right now. The games are being build at several sites across the country, including at Norwood-based interactive exhibit creator Box Shift. The team expects to open as soon as spring 2021. The concept had its first hearing before the Natick Planning Board over signage on June 17.