X Play is an immersive, activity-based entertainment concept featuring multiple attractions under one roof - including trampolines, laser-tag arenas, foam pits, and dodgeball courts - along with special event programming such as glow nights, DJ sessions, and birthday parties. The concept appeals to a wide customer base and generates strong evening and weekend traffic, complementing surrounding retail and dining uses.

X Play opened its first location with North American Development Group (NADG) at Park Place in Barrie. It has proven to be a strong traffic generator and an excellent fit within a mixed-use retail environment.