Auntie Anne’s® Twists the Game: Pretzel Brand Kicks Off National Pretzel Month Inside Activate’s First Las Vegas Location

Auntie Anne's and Activate Games are partnering to kick off National Pretzel Month as Activate celebrates the grand opening of its first Nevada location at Las Vegas Town Square on Saturday, Oct. 3. The partnership brings Auntie Anne's golden, hand-rolled pretzels into Activate's opening weekend at 6611 S. Las Vegas Blvd., Suite A143, creating a one-of-a-kind, interactive experience for locals and visitors just steps from Auntie Anne's Town Square location.

As part of the collaboration, Activate will debut a limited-edition Auntie Anne's version of the Scan game. Players will race the clock to grab Auntie Anne's pretzels and other recognizable menu items that match their player color, then scan their wristbands at the drop-off screens to fill their basket before time runs out. Like every Activate game, each round lasts one to three minutes. The Auntie Anne's edition of Supermarket Scan is available only at Activate Las Vegas during grand opening weekend, Oct. 3-4.

The activation will also include an Auntie Anne's-inspired custom photo booth background that gives guests a digital keepsake from opening weekend.

“Auntie Anne's and Activate are both about bringing people together, whether that's sharing a warm pretzel with friends or teaming up to beat a room,” said Rachel Smith, vice president of marketing at Activate America. “Las Vegas is our first location in Nevada, so it was important to create a one-of-a-kind experience exclusively for this opening weekend. Both brands are built on experiences you can't get through a screen, which made this partnership a natural fit.”

To add to the weekend, Golden Pretzel Passes will be awarded to guests at random during opening weekend. Each Golden Pretzel Pass unlocks a free Original or Cinnamon Sugar Pretzel every week for a full year through the Auntie Anne's Rewards app.

“At Auntie Anne's, we love finding new ways to bring a little joy to our fans, and there's nothing quite like seeing our pretzels come to life in a game,” said Nathan Baldwin, president of Specialty Brands at GoTo Foods. “National Pretzel Month is our favorite time of year, and kicking it off inside Activate's first Las Vegas location is a fun, unexpected way to celebrate with fans. Whether you're chasing a high score or chasing a Golden Pretzel Pass, we hope everyone leaves with an experience unlike any other.”

Grand opening weekend also marks the U.S. debut of Alpha Mode at Activate. Alpha Mode gives players an early look at new games before they launch globally, and Las Vegas will host the first play of two new games, Swarm and Legend, both played in the Strike room. Until now, Swarm and Legend have never been played outside Activate's home location in Winnipeg, Canada. Alpha Mode is available only at Activate Las Vegas during the grand opening weekend.

The grand opening celebration kicks off at 10 a.m. on Saturday, Oct. 3, with a ribbon-cutting ceremony scheduled for 9:30 a.m. The opening will include benefits for attendees in line at opening, including a pretzel and lemonade offer, a discounted play time and a premium wristband for weekly play at Activate. Guests who sign up for the Activate newsletter during the grand opening weekend will receive a discount on play. Across interactive game rooms, players can access a variety of game options, including lasers, light-up grids, puzzles and strategy.

Guests are encouraged to reserve their session in advance.

*Activate your code in the Auntie Anne's Rewards app to get a pretzel reward on the day the code is entered, and then weekly for 52 consecutive weeks. One card per Rewards account. Must activate code in Rewards account by 12/31/26. No substitutions. Taxes and service fees may apply. Not combinable with other offers. For full details see Auntie Anne's offers.