The gameplan for Batbox is as clear as a fastball straight down the middle. When the doors open at its initial flagship location in Addison, TX, the immersive entertainment company hopes to give baseball fans a 21st century spin on the American pastime one pitch—and drink—at a time.
The sports technology company has combined baseball gameplay with video game-style technology to allow interactive batting, pitching, and even fielding experiences. Best yet, it’s technology can be implemented into any type of venue.
But its first sports bar is where the excitement is buzzing. Its first venue in Texas will feature a 13,000-square-foot sports bar and restaurant, with flexible event spaces that can accommodate up to 300 guests. It’ll feature 10 different “boxes” for participants to use. The technology allows anywhere from 4 to 18 people to play a simulated game.
Think of it as baseball’s answer to TopGolf.
“We’re just trying to change the way people interact with the game of baseball,” says Brandon Gabay, head of marketing and one of Batbox’s founding team members. “It’s this beloved game, and it’s ready for a little bit of tech to be infused with it to make this something that’s more accessible.”
Batbox’s proprietary system combines the best elements of baseball with the gamification effects of what feels at times like a video game. Players step into the box—simulator bays equipped with advanced sensors and screens—where they’ll be hitting—or missing—baseballs pitched from a simulator, with every swing tracked and scored.
“It’s everything that’s amazing about a video game, because it’s all of the gameplay aspects that you would see, like in MLB The Show, mixed in with a traditional batting cage,” Gabay explains.
Batbox Is Creating a High-Tech Baseball Experience for Everyone
What sets Batbox apart is its inclusivity—just about anyone can step up and take a few swings. Whether you’re a die-hard baseball fan, a family with kids, a group of friends on a night out, a corporate team seeking a unique event, or even a former high school pitcher turned singer like Morgan Wallen or Ernest, Batbox has a game mode for you.
“Every single person chooses their pitch speed and game difficulty level, so whether it’s a first-time swinger or someone who used to be a pro, everyone can play in the same game,” says Gabay.
Founded in 2018 in Monterrey, Mexico, by a group of baseball-loving tech enthusiasts, Batbox was created with a simple goal: to make baseball more accessible, more social, and more fun—a much-needed makeover for a sport sometimes seen as outdated.
“We are building this awesome sports bar with food and beverage that we think rivals any other sports bar out there—an incredible hospitality experience and an amazing destination for events,” Gabay notes.
Safety Is a Key Part of the Baseball Entertainment Business
With a full menu and bar, one question naturally arises: Is it safe to step up to the plate with a baseball whizzing by after you’ve enjoyed a cocktail? Gabay says that personal safety is one of the built-in features of Batbox’s technology. The system uses sensors to ensure pitches are only thrown when players are in the safe zone, and the baseballs are designed with a slightly softer exterior for added protection.
“Protective gear is given to anyone who’s stepping in there,” he says. “We provide helmets, and the setup is designed so guests can enjoy great food and drinks before or after their turn. This minimizes risk while keeping the experience extremely fun and social,” Gabay emphasizes.
Batbox technology also tracks player data, enabling personalized marketing and engagement. For venue operators, this becomes a powerful business tool. “These operators now can own all of that data. They can understand who’s coming in, what games are being played, the average time people are spending there, and retarget them with marketing, because you have all this data,” Gabay says.
View this post on Instagram
A Vision for the Future of Baseball
Prior to the grand opening of its Addison location later this summer, Batbox already has more than 70 installations across four countries and is expected to grow rapidly following its restaurant debut. “We are so confident in the product that we can grow it through our own locations, where we have full control over the operation—not just the gameplay piece itself,” Gabay says.
And the food? Gabay says the flagship location’s menu will be inspired by classic stadium fare, but with a modern twist. “We’ve elevated it to where anyone will feel comfortable coming to Batbox to eat a meal and not even swing a bat,” he promises.