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Laser Tag in a Box has always stood for innovation, fun, and fearless creativity.
What started as a niche idea—bringing the thrill of live gaming into the great outdoors—has grown into one of Australia’s most recognised family-owned businesses.
Today, our team is proud to have earned more than 30 business awards, including one of the nation’s most prestigious honours: the Telstra Business Award for Innovation.
This recognition is not only a celebration of what we’ve built—it’s a celebration of the imagination, resilience, and passion that drive our company forward every day.
The Telstra Business Awards are widely regarded as one of Australia’s highest marks of achievement for small and medium businesses.
Winning the Telstra Business Award for Innovation was a turning point for Laser Tag in a Box and its sister company, Battlefield Sports. From our award speech on stage, Nicole said it best:
“Thank you very much, thank you, Telstra. I want to acknowledge the other finalists—it’s been a tough competition, and you all deserve the award. I’d also like to thank my family, especially my husband Peter. And of course, my team—without them, I wouldn’t be standing here. I’m representing all their efforts.”
For us, innovation isn’t a buzzword—it’s our lifeblood.
Every year, we challenge ourselves to create something new, something better, something that makes kids’ and families’ experiences more immersive and more memorable.
That constant drive to elevate outdoor play is what led us to become national award-winners.
Our Chief Fun Officer, Nicole Lander, is no stranger to the spotlight.
She has been honoured with the Nokia Business Innovation Award at the Telstra Queensland Business Women’s Awards (now part of the Telstra Best of Business Awards).
But her journey didn’t start with awards or manufacturing expertise. Nicole grew up in a family of civil servants—not entrepreneurs, engineers, or programmers. Her first love was tabletop role-playing games back in the day, which later grew into a fascination with computer simulation games.
That passion for play sparked a bold idea: live-action gaming that gets kids off screens and into the real world.
With no formal manufacturing background, Nicole learned supply chain management, research and development, logistics, and international export on the job.
“When I initially founded the business, I wasn’t familiar with manufacturing or supply chains. I learned by doing—fulfilling customer orders, listening to feedback, and improving fast.”
Her philosophy is simple: Get your idea to market quickly. Learn from real customers.
Use the feedback loop to inspire your next innovation.
That mindset is the foundation of everything Laser Tag in a Box delivers today.
When Nicole and Peter first launched their live-action gaming business in Cairns, they had no idea what they were doing.
They experimented.
They tested
They improved.
And yes—they used locals as early “guinea pigs.”
From those humble beginnings came a powerful business principle: Every game. Every gamer.
Every single person who plays should have an unforgettable experience. From securing patents and trademarks to developing world-leading laser tag technology, the team worked tirelessly to create a niche product with a global footprint.
The results speak for themselves: tens of thousands of players annually, international exports, and recognition across Australia.
Winning awards is exciting—but contributing to the business community is equally meaningful.
This year, Nicole was invited to serve as a Telstra Business Awards Judge, a role that allows her to support, evaluate, and celebrate the next generation of Australian businesses.
Judging the Awards offers a unique opportunity to give back, mentor emerging entrepreneurs, and contribute to raising the standard of excellence across the country.
Nicole often shares the four lessons she learned throughout her start-up journey—wisdom shaped by building a business from scratch and earning global recognition:
1. Put your hand up. Many awards are free to enter, and simply applying shows commitment and pride in your business.
2. Say yes to opportunity. Innovation often comes from unexpected places. You don’t need to be an engineer to thrive in the ITC industry—you need passion, persistence, and curiosity.
3. Listen to your customers. The feedback loop is everything. Real users will tell you what works, what doesn’t, and what could spark your next breakthrough.
4. Celebrate the wins. Awards create buzz—and buzz builds brand awareness.
Winning the Telstra Business Award for Innovation opened doors to national media exposure and industry networking, helping propel the business forward.
More Than 30 Business Awards… and Counting.
From local accolades to international recognition, Laser Tag in a Box has been honoured for innovation, customer service, technology development, export achievement, and entrepreneurship. Each award represents the spirit of our team, the trust of our customers, and the belief that outdoor play still matters.
The Heart of Laser Tag in a Box: Ready? Aim… FUN!
As Nicole said in her award speech: “Our motto is ‘Ready? Aim… fun!’
Our core belief is to enjoy the journey. Part of that is savouring events and awards like this.” Whether we’re delivering laser tag sets across Australia or designing the next generation of gaming technology, one thing remains constant: We’re here to create amazing memories—for every family, every gamer, every event.
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