New York City is no stranger to immersive entertainment—from Broadway shows and museums to pop-ups and interactive experiences. Families looking for hands-on, high-energy fun that's completely new and different now have a reason to head to Times Square. Two major attractions—Great Big Game Show and The Escape Game—have officially opened inside the iconic Brill Building, bringing next-level, tech-enabled play right into the heart of Midtown.

Built side-by-side, these million-dollar game environments blend cinematic set design, intuitive technology, and group-friendly challenges that feel part game show, part adventure. It’s a fresh way for families and friends to play together, especially if you’re looking to break out of the usual tourist loop.

For more Times Square fun, check out our list of what to do beyond the usual tourist spots and our picks for the best Times Square restaurants for families.

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Legend of the Yeti is one of six immersive, hands-on escape rooms at The Escape Game.

For kids who love mystery, problem-solving, or working as a team, The Escape Game offers cinematic environments that feel like stepping inside a movie. Expect lots of “wait, I figured it out!” moments and plenty of collaboration.

This is especially great for tweens and teens who want something more grown-up than a play space and families who like doing activities together. The recommended age is 13 and older, though younger kids are welcome—and parents will be happy to know that crude jokes and adult themes are not included in the experience.

Behind the Scenes: Play Meets Technology

What sets these attractions apart is how seamlessly technology and storytelling work together. AI-powered systems help guide gameplay, adjust difficulty, and keep the experience moving smoothly—so groups can focus on having fun instead of figuring out rules. The environments themselves are highly produced, with detailed sets, lighting, and sound design that make each experience feel immersive from the moment you walk in.

Know Before You Go

• Kids 4 and younger enter both attractions for FREE, but you must call ahead to hold a spot for them.
• Each group of children, ages 14 and younger, must be accompanied by a paying adult. All participants under age 18 must have an adult sign their waiver.
• Both experiences cost $46.99 per person and should be booked online in advance.
• Getting there: These Times Square attractions are easily accessible via multiple subway lines: A/C/E, N/Q/R/W, 1, 2, 3, 7.

Unless noted, all photos by author