Commentary

Mixed reality jumpstarts gamification on numerous entertainment fronts

The marriage of interactive game elements into the physical entertainment space has clearly gained momentum.

Image provided by iStock.

March 7, 2022 by Kevin Williams

We have seen a steady rise in the deployment of "trackless" dark rides of late in the entertainment sector, with the most sophisticated example being the "Rise of the Resistance" attraction at Star Wars Galaxy's Edge.

This development speaks to the emergence of autonomous, or machine learning, equipped hardware, which also takes the form of the first autonomous guidance vehicles systems and drones.

Following are a host of developments along these lines that reach into a host of entertainment environments.

The drones have landed

Drone Interactive's "Arcadrone" accommodates up to four players, letting the guests take control of their gamepads to control the flight of their drone, sparring with their competitors. The system is unique in having special zero-collision sensors, ensuring the reliability of the game drones (zero-crash guaranteed by the manufacturer) while the standalone system also incorporates automatic drone battery management. The whole self-service enclosure offers a fun drone-based game, and has a strong audience draw.

From France, Dronisos, the drone show system provider, has provided permanent drone shows for parks and events in the U.S., UAE and Europe, having successfully operated over 40,000 shows worldwide over the last five years. Amazing drone light shows have been popularized by the Olympic ceremonies in recent years, with the need to consider sustainability and the removal of fireworks from the night-time parades for many parks.

Here come the robots

Autonomous robots for deployment in theme parks are also emerging.

Robotic Assistance Devices has introduced "Roameo" (Rugged Observation Assistance Mobile Electronic Officer). The mobile vehicle acts as a public safety and surveillance platform. "Roameo" has been deployed with law enforcement and in several public-facing scenarios is seen as a suitable security and safety platform for deployment into the theme park sector.

On the gamification front, Extreme Engineering premiered "Sky Tag," an interactive package combined with the existing "Cloud Coaster" system. It is a modular turnkey platform that turns the aerial attraction into a fully interactive experience, with the two riders wielding laser guns and shooting targets as they soar across the ceiling of the venue, on external rails.

Scoring with gamification

The ability to turn activities into interactive attractions with scoring and game elements generating repeat play has not been lost on many in the attractions and activity sector.

BMI Leisure — the family entertainment software management platform developer — and Shock Trampoline announced a partnership that will integrate time management software into an all-in-one wristband system to operate with the trampolines. Called the "Jump Ringz" wristbands, the operator can offer timed experiences, opening future possibilities of gamification elements such as scoring and achievements, all with a monetized system at its heart. The durable LED wristband also features shock and water resistance.

Not to be left out, the new generation of go karting has been investing in gamification to stay relevant in the market.

Combat Karting LLC introduced its "Infinity Combat System" that offers an AR heads-up-display to the rider's kart, presenting a selection of power-ups and weapons to virtually launch at opponents' vehicles. The company is working closely with Race-Parx to incorporate the system into its new mini XLR8R Electric Go Kart – opening a new chapter on interactive attractions in the market for the console generation.

Bowling and mini golf on board

The bowling and mini golf industries are also embracing gamification.

QubicaAMF introduced its "Fly'n Ducks," a reimaged Duckpin Bowling, but now including a touchscreen game selection, with support of smart payments and a full mini-game element incorporated into the physical bowling experiences.

Funovation and new technology start-up MiniGolf.io have partnered to present a unique mini-golf platform, offering a constantly changing mini-golf gameboard, which can be manipulated through a touchscreen or player smart app. The system is promoted as offering over 100 course variations from the simple 70-square-foot gaming board.

Holovis has developed "360GOLF." Conceived in partnership with Adventure Golf and Sports, the system brings the interactive digital score element of the latest social entertainment mini-golf operations, along with uniquely designed courses.

It is now labelled the "entertainment golf" scene, epitomized by the likes of Top Golf: Swing Suites and X-Golf.

Callaway Golf Co., meanwhile, has invested over $30 million in a new entrant into this market — called Five Iron Golf, the operation has successfully opened some 10 locations in North America. This is an example of the growth of both social entertainment and also the new genre of immersive enclosure experiences.

Projected, motion tracked immersive sports simulation experiences have also mushroomed in recent months — from the success of X-Golf, or Topgolf Swing Suite, or the recent opening of Toca Social.

Entertainment venues on board

Canadian creative studio Playmind entered the immersive attractions market with its '"Playbooth." The enclosure measures 9.9 feet by 9.5 feet by 7.5 feet, with a turnkey operation through POS management, and even has a photo capture element. The theme offers various storylines for fun for up to five players, filled with physical effects and jump scares.

U.K.-based Electric Gamebox announced a partnership with cinema chain Santikos Entertainment that will see the company's multi-player immersive "Gamebox" system deployed as an attraction within the Cibolo theater location as a gaming concession for movie goers.

Electric Playhouse, a 24,000-square-foot mixed entertainment venue comprising 16 interactive spaces in Albuquerque, New Mexico, has teamed with the Moment Factory to create an immersive playground offfering multi-player competitive mini-games. The game space is completely projection mapped, using motion tracking of players to be able to compete.

Steamroller Technologies introduced "The Haunting of Olivia," with a blend of mixed reality technology, along with lighting, audio and a motion floor. Players are armed with their trusty "Specter Detector" — a tracked handheld AR viewing devices that enable the guests to encounter souls from another dimension. This is a great application of both physical and digital elements in a themed environment.

On the restaurant front, the new 'Space 220' restaurant at Disneyland's Epcot sees guests placed in a simulated space elevator which launches them up some 220 miles to an imaginary space station called Centauri, where they can look down on the Earth while dining. The restaurant is the latest adaptation of an immersive dining experience, with the use of a back projection system with perspective correction to simulate the amazing vista of looking down upon the constantly rotating Earth. Versions of this patented screen technology will be employed in the Star Wars immersive hotel opening next year.

The marriage of interactive game elements into the physical entertainment space has clearly gained momentum.

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

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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.

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