CONDUCTR, the creative innovation studio, has officially launched its new attraction concept, Monster Motel: Challenge Rooms, an evolution of the escape room concept.
Monster Motel aims to redefine immersive gameplay, as a new product delivering a fast-play, high-throughput model that dramatically increases guest capacity compared to traditional escape rooms.
Developed entirely in-house by the Manchester-based company, Monster Motel is a scalable, software-led experience that blends immersive themed environments with physical and digital gameplay. The system is designed for high efficiency and repeatability, capable of accommodating up to 120 guests per hour—a capacity more than ten times greater than a typical escape room.
The attraction consists of ten distinct themed rooms linked by a flexible routing system, which allows for 27 different guest journeys. Inside each room, groups face a timed challenge that requires teamwork, ranging from complex problem-solving puzzles to energetic physical tasks. The experience culminates in a high-stakes “boss room” finale.
Immersive yet efficient
Peter Cliff, Co-Founder and CEO of CONDUCTR, positions the new concept as a necessary evolution in the market.
“Escape rooms are a thing of the past,” Cliff stated. “We’ve taken the teamwork, tension, and immersion people loved, and evolved it into something faster, smarter, and built for scale. It’s immersive, but it’s also efficient – designed for operators who want the creative value of an attraction with the commercial return of a high-capacity product.”
Designed with operators in mind, the attraction features a modular and durable structure, making it straightforward to re-theme or reskin for different markets, seasonal events, or audiences. This flexibility allows Monster Motel to be scaled for various venues, including family entertainment centres, competitive socialising spaces, and large-scale theme parks.
Highly accessible
CONDUCTR has also made inclusive design a priority, ensuring the entire experience is fully ADA-compliant. The company highlighted a successful playtest where a guest with a support dog was able to navigate the attraction with their family, demonstrating the concept’s accessibility.
Jos van der Steen, Co-Founder and COO of CONDUCTR, emphasised the operational advantages of the new format.
“Challenge Rooms fixes everything that’s broken about escape rooms; they’re faster, smarter, and built to last,” said van der Steen. “From a business perspective, the throughput and repeatability is game-changing, but what excites me most is how creative teams can take this framework and build their own worlds around it. It’s a true platform for innovation.”
The operational model for Monster Motel has been meticulously refined through extensive live guest playtesting at CONDUCTR’s Manchester headquarters to optimise game timing, guest flow, and scoring systems. The concept has already been installed in international venues, with new versions reportedly in development.
The launch follows a significant achievement for the company. In October, CONDUCTR was recognised among LDC’s Top 50 Most Ambitious Business Leaders 2025, where they received The International Award for their contributions to global creative technology.
