Batbox is a sports technology company reinventing how the world plays, experiences, and connects through baseball. Its proprietary simulation platform and gameplay engine power a growing network of flagship venues, licensed installations, and self-serve units worldwide. With immersive technology, real-time analytics, and a unified player ecosystem, Batbox makes baseball accessible, social, and unforgettable. Pulse 2.0 interviewed Batbox VP of Marketing Brandon Gabay to learn more.
Brandon Gabay’s Background
Could you tell me more about your background? Gabay said:
“I’m the VP of Marketing at Batbox, a University of Texas alum, and a lifelong baseball fan who has been immersed in the game as both a player and a coach. Sports have always been my world, and I’ve built my career at the intersection of athletics and technology, creating experiences that excite fans and push the boundaries of engagement.”
“Before joining Batbox, I spent eight years at Topgolf, where I learned how to blend entertainment and technology to create unforgettable customer experiences. I then served as Director of Marketing and Brand Development at Fitness Connection, a national health club brand, where I focused on acquisition and customer retention by finding the right balance between brand and product marketing. Those experiences shaped how I approach strategy today, combining creativity with performance.”
“Batbox was a natural next step where I could merge my love for baseball with innovative technology to reimagine how people connect with the game.”
Formation Of The Company
How did the idea for the company come together? Gabay shared:
“We were inspired by the idea of taking one of the most iconic sports in the Americas and reimagining it for a new generation. Baseball is loved by millions but often feels inaccessible for casual players. We saw an opportunity to create a bridge, keeping the essence of the sport intact, but packaging it into a high-energy, social, and tech-powered format that works for both entertainment venues and licensed locations worldwide.”
“My role as VP of Marketing is to shape how the world experiences Batbox. I lead the strategy that connects our flagship venues, licensing business, and brand ecosystem under one clear and compelling voice. That means overseeing everything from brand positioning and storytelling, to performance marketing, to social media, community engagement, and retail.”
“I am responsible for driving demand for our venues, building awareness for our licensing products, promoting product launches, and ensuring every touchpoint feels consistent with the high-energy, tech-powered, and social experience we deliver. A big part of my work is also building partnerships, leading our digital campaigns, and developing programs that translate Batbox’s mission, making baseball accessible, fun, and globally connected, into campaigns that inspire both operators and players.”
Favorite Memory
What has been your favorite memory working for the company so far? Gabay reflected:
“The first time I tried our technology was at a tradeshow in 2024. When it was my turn to step up to the plate, the game had already been running for a while. By chance, my at-bat came in the bottom of the 9th inning with the winning run on base. As I stepped in, I felt something I had not experienced since my days of competitive team sports. I felt pure butterflies. All eyes were on me, and I had the chance to be the hero.”
“I ended up driving in the winning run and then celebrated with the rest of my team. That moment of nostalgia and adrenaline hit me hard. It reminded me of why people fall in love with sports in the first place. Right then, I knew that the emotion I felt was the fuel I wanted to capture and channel into our brand. That is the magic of Batbox. It brings people back to that feeling of connection, pressure, and joy that stays with you long after the game ends.”
Core Products
What are the company’s core products and features? Gabay explained:
“Batbox offers a portfolio of products built around one core idea: making baseball accessible, social, and unforgettable. At the heart of it is our proprietary batting and pitching simulator, which combines real baseballs, real swings, and authentic mechanics with a fully virtual ballpark. Players can choose from modes like home run challenges, team matches, and full nine-inning games, all while seeing live stats, instant replays, and leaderboards that connect across every Batbox location.”
“What makes Batbox stand out is the balance between fun and function. It is intuitive enough for casual players who want a high-energy night out, yet powerful enough to deliver meaningful insights for athletes looking to improve their performance. Beyond the simulators themselves, our platform ties everything together with continuous software updates, global competitions, and an operator portal that helps venues maximize engagement and revenue.”
“In short, Batbox is more than a batting cage. It is an ecosystem that blends sport, technology, and entertainment into one connected experience.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Gabay acknowledged:
“One of the biggest challenges in marketing our flagship Batbox venue in Dallas was promoting a venue that did not yet exist. When you are building excitement for an opening, people want to see and feel the energy of the space, but we had to do that without a physical location to film in. Our creative team got resourceful by bringing renderings to life through motion and video, layered in footage from partner venues already using Batbox tech, and leaned on storytelling to capture the vibe of what was coming.”
“Instead of treating the lack of a venue as a limitation, we used it as a way to be inventive. It forced us to focus on emotion, not just visuals, and to build anticipation around the experience itself. This helped us launch our venue successfully in October 2025, and we have since created a strong brand identity through our venue doubling as a content studio for the marketing team.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Gabay noted:
“Since our launch, Batbox has evolved from being a venue-focused entertainment company into a fully integrated sports technology company. By securing full ownership of our core software and patents, we intentionally shifted from relying on third-party systems to building our own platform, one that is capable of powering immersive gameplay across a vast and growing network.”
“Our proprietary software now enables real-time tracking of user profiles and statistics, seamless connection between venues, and centralized gameplay management that benefits both casual players and serious athletes. That connectivity also extends to features like global leaderboards, tournaments, and continuous content updates, ensuring that every Batbox location feels alive and fresh.”
“Technology enhancements have unlocked entirely new business models. Batbox now supports three formats: flagship company-owned venues, licensed partner installations across sports, hospitality, and entertainment spaces, and compact self-serve stations that will pop up in high-traffic locations across the world. This transformation, from a venue-first startup to a software-centric tech platform, is what positions us to expand aggressively. With nearly 100 simulators already live across the U.S. and Latin America, and our first U.S. flagship fully opened in Dallas, Texas, we are now laying the groundwork for global scale and community across sports, entertainment, and hospitality environments.”
Significant Milestones
What have been some of the company’s most significant milestones? Gabay cited:
“One of Batbox’s most significant milestones was the launch of our very first U.S. Batbox venue, which opened October 2025 in Dallas, Texas. This marked a major step forward in bringing our immersive baseball experience to a wider audience and establishing Batbox as a leader in interactive sports entertainment. In addition, we’ve successfully closed multiple funding rounds which has allowed us to secure key patents, expand our software platform, and develop a scalable licensing program. Together, these milestones represent Batbox’s evolution from a single concept to a fast-growing brand that aims to redefine how fans and athletes experience the game.”
Customer Success Stories
Can you share any specific customer success stories? Gabay highlighted:
“One of my favorite examples is our work with Great Lakes Sports Hub, a 33,000-square-foot indoor complex in Indiana. Their team wanted to create something bigger than a training facility. They were looking for an experience that could bring people together, especially those who might not otherwise have access to indoor baseball or organized sports.”
“By introducing Batbox, we helped transform the space into a true sportstainment hub. The simulators made baseball more interactive and approachable, so families, casual players, and competitive athletes could all share the same space. It shifted the environment from purely training-focused to community-driven. Now, Great Lakes Sports Hub is not just a facility, but a gathering place where people connect through the joy of play.”
Funding/Revenue
Are you able to discuss funding and/or revenue metrics? Gabay revealed:
“We’re proud to share that Batbox has raised over $10 million in total funding to date. Most recently, we secured a $3 million follow-on investment from EMERGING, a growth capital fund known for backing innovative entertainment and hospitality concepts and a core investor in our Series A round. This builds on a $7.3 million Series A round we raised in 2024, which has helped us secure full ownership of our core technology and IP, including key patents and software rights. These investments have been instrumental in developing our proprietary software platform, rolling out a scalable licensing program, opening our flagship venue, and laying the groundwork for future growth.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Gabay assessed:
“We see a massive market opportunity at the intersection of sports entertainment and technology. Between batting cages, entertainment venues, training facilities, and stadiums, our TAM continues to grow as fan engagement trends evolve.”
Differentiation From The Competition
What differentiates the company from its competition? Gabay affirmed:
“There’s a huge gap when it comes to baseball in the entertainment space. Baseball hasn’t had a modern, social venue that brings the realism of the sport and makes it approachable for everyone. We believe there’s plenty of room for more high-quality interactive sports bars, especially when they bring something truly new to the table. Our differentiator is in the game of baseball, and our F&B experience rivals that of any sports bar concept out there.”
“Beyond the player experience, Batbox is also a powerful business tool, helping operators monetize underutilized spaces with what we believe is the most engaging and authentic baseball attraction on the market.”
“Batbox has defined the ‘Indoor Baseball’ market and is leading the way through innovation and software development.”
Future Company Goals
What are some of the company’s future goals? Gabay concluded:
“We are focused on expanding Batbox across three key avenues: flagship venues in major baseball markets, licensed installations in stadiums, training centers, and family entertainment venues worldwide, and pop-up activations that let fans experience the game in entirely new ways. Looking ahead, we are also introducing new game modes, advanced data analytics, and integrations with professional-level tools that will make Batbox an indispensable part of both the baseball and entertainment experience.”
