Commentary

Immersive display enclosures tap emerging digital technologies

Projection and flat display technologies are delivering a new level of engagement to attractions and entertainment.

Inowize recently introduced its its "QBIX," enclosure. Image provided by Inowize.

February 6, 2023 by Kevin Williams

A major trend has emerged in immersive display enclosures using projection and flat display technologies, making major inroads in the attractions and entertainment industry. The ability to represent experiences and platforms virtually for sales and marketing is also encouraging much of the development in this space.

One of the latest developments is the inclusion of "computer vision" technology to the experience that is able to track the player and even place their representation into the game.

Valo Motion, the Helsinki, Finland based mixed reality gaming provider, utilizes computer vision in its "Valo Arena" enclosure system, with up to six players moving their bodies as represented on the two screens, seeing their actual avatars on screen. The company has already installed 10 units worldwide.

Computer vision, however, is only one of the more recent digital technologies to emerge in the immersive display space. Other recent innovations include the following:

Inowize, a Bucharest, Romania based VR arena platform provider, introduced its "QBIX," a turnkey enclosure that comprises three interactive projection screens that surround six players within the VR arena, with each player having a controller that is tracked and used to shoot the cartoon alien hoard in games lasting between five to eight minutes.
Soft Play LLC, a Huntersville, North Carolina based playground and play specialist, has introduced a projected environment mixing images and interactive elements. The enclosed space uses sophisticated projection to create the illusions of the walls and shelves of a sorceress' workshop, while at the same time players use special interface pucks to control the items on the shelves and throw around items using "magic" – attempting to discover secrets and unlock puzzles.
Attraktion!, a Vienna, Austria based media experience provider, recently installed its immersive enclosure system available in "Box," "Trapeze" and "360 Arena" configurations supporting from four to 12 players at the new Two Bit Circus location in Dallas.
Toca Football, the Costa Mesa, California based tech-based football training operation that uses a projection-based, tracked, soccer football skill training platform, announced a 10-year partnership with Major League Soccer to grow the sport in North America, building on the established 28 training venues in the U.S. and Canada, branded "Toca Soccer." The partnership will be involved with the social entertainment and hospitality brand Toca Social with the Major League Soccer involvement in growing the penetration of this operation in the U.S.
BatFast Sports, based in Colwick, U.K., introduced its "BatFast Baseball" enclosure, launching balls at the players through a video projection screen. The automated pitching and ball tracking system offers a modern take on the traditional batter's cage. This platform has been used in the social entertainment scene, most recently in the Sixes Cricket Club chain of competitive socializing venues in the U.K.
Funovation, an amusement machine supplier based in Longmont, Colorado, launched its latest interactive enclosure, the "Laser Maze Challenge 3," building on the success of the previous laser maze enclosure system. This new platform includes a game style called "Entrapment" — borrowing heavily from the famous laser tripwire scene from the movie of the same name.
Smile Square, a Seoul, South Korea based provider of mixed reality sports sensor technologies and analysis systems, introduced its immersive enclosure, "Full Count," using ball and object tracking and showing its mixed reality arcade baseball game experience. The enclosure launches the ball through the projection screen, depicting the action — and the system offers the ability to be reconfigured with a golf, archery and soccer game experience. The company has already installed its technology at a location in South Korea, using a number of these enclosures to offer seven different virtual sports experiences, including archery, batting, shooting and pitching.
AnimaLive, a Brighton, U.K. based provider of digital characters for entertainment venues, launched "Animal Kids Party," a live interactive animated show using augmented reality activities designed or parties and the family entertainment industry. AnimaLive has partnered with Birthday University, a Holly Springs, North Carolina based touring educational workshop, to offer a platform tailored to the smaller FEC and entertainment venue market.
Matrix Innovative Technology LLC introduced "ORB Game," a four-player pod enclosure where players sit on motion seats from D-BOX, playing in a virtual reality flying robot combat arena, running on HTC Vive Pro VR headsets. The multiplayer experience has been developed as a facility-based experience deployed in locations with available space, and is hoped to be networked between locations, including e-sports tournaments.
Immotion Group PLC, based in Nottingham, U.K., introduced "Immotion VR Theater" with two-seat VR 9D motion pods and VR experience on the Pico Neo headset. The plug-and-play solution, with a modular mini-theater enclosure for outdoor venues retained in a standard shipping container, comprises six 9D motion seats with VR and attendant kiosks. The first installation was at the Dallas Zoo.
Ballast VR, based in San Francisco, introduced "PLAY," a new level of interactivity to the waterslide experience with guests able to blast targets and collect points in upcoming VR experiences using a gaze-based target system with head movement tracked in real time.
In the competitive gaming space, London based Immersive Gamebox raised $20 million in funding through Harlan Capital Partners, with plans to open some 250 locations in the next three years with its immersive enclosures supporting up to six players.

(Editor's note: Extracts from this blog are from recent coverage in The Stinger Report, published by Spider Entertainment and its director, Kevin Williams, the leading interactive out-of-home entertainment news service covering the immersive frontier and beyond.)

Music & Games

About Kevin Williams

Along with advisory positions with other entrants into the market he is founder and publisher of the Stinger Report, “a-must-read” e-zine for those working or investing in the amusement, attractions and entertainment industry. He is a prolific writer and provides regular news columns for main trade publications. He also travels the globe as a keynote speaker, moderator and panelist at numerous industry conferences and events. Author of “The Out-of-Home Immersive Entertainment Frontier: Expanding Interactive Boundaries in Leisure Facilities,” the only book on this aspect of the market, with the second edition scheduled for a 2023 release.

Connect with Kevin: