Chuck E. Cheese is synonymous with childhood memories — birthday parties, arcade tickets, pizza and the jingle of games. 

But its newest concept, Adventure World, which opened Oct. 1 in Chandler, represents the brand’s deliberate evolution. 

“Immersive” is the keyword for the destination at 2770 E. Germann Road, Chandler.

DEEPER DIVE: Here are Arizona’s Most Admired Companies of 2026

According to Mark Kupferman, the idea harkens back to when businessman and engineer Nolan Bushnell opened his first restaurant on May 17, 1977. 

“He was actually also the creator of Atari, and he created a destination where families could enjoy pizza and all the games that Atari was creating,” Kupferman said.

Those early arcades helped define the brand, but Kupferman said Chuck E. Cheese has always been willing to adapt. 

“Over the years, the company has evolved in many ways,” Kupferman said. ‘The games have evolved. The experiences have evolved. But we’ve always stayed focused on that one thing —being a place where a kid can be a kid.”

Adventure World keeps that mission intact while shifting the emphasis from screens to movement. The nearly 12,000‑square‑foot indoor playground is designed for children ages 3 to 12 and anchored by a sprawling, two‑story play structure that stretches across most of the floor. Kupferman said the company’s internal design team approached the project with a clear goal: create an environment that feels alive.

Socks are required, though branded pairs are available for purchase.

“It’s probably one of the most beautiful attractions that we’ve created so far,” he said. “From the time you enter to the time you leave, you are just surrounded by the characters, surrounded by fun.”

The space is divided into themed zones inspired by Chuck E. Cheese’s cast. Kids can bounce through Munch’s Cosmic Bounce, climb through Bella’s Castle Quest, explore Jasper’s Bubble Reef or navigate Chuck E.’s Jungle Temple. Slides, tubes, ball pits and obstacles connect the areas, so children can choose their own adventure.

For younger guests, the Toddler Zone offers a scaled‑down version of the action. 

“There’s a ball pit in there, there’s slides. They can just run around,” Kupferman said. “And we’ve designed it to be as safe as humanly possible.”

Safety remains a cornerstone of the brand. Adventure World uses the same Kid Check system found in traditional Chuck E. Cheese locations. 

“We stamp people’s hands, and we make sure that we check everybody on the way out so that the people who come together leave together,” he said. “We do everything possible to make sure that it’s as safe an experience as it can be.”

One of the most notable differences between Adventure World and a classic Chuck E. Cheese is the absence of arcade games. Kupferman said that decision was intentional. 

“It’s designed to be a different experience from a traditional Chuck E. Cheese, so that you can enjoy both,” he said.

Still, the venue features claw machines and a digital live show starring Chuck E. and Friends. The goal is to keep the energy high without relying on screens, encouraging kids to climb, crawl, and explore.

Food is part of the experience. The Power Up Station serves pizza, wings, popcorn, nachos and other quick bites, making the venue an easy choice for lunch or birthday parties. Admission starts at $19.99 per child and includes all‑day access, allowing families to come and go at their own pace.

Kupferman, who is approaching his third anniversary with the company, said Adventure World reflects Chuck E. Cheese’s ongoing commitment to creating memorable experiences. “The people who go tend to have an amazing, awesome time,” he said.