Commentary

Why ‘mixed reality’ gets harder to define in immersive entertainment

The mixed reality banner has extended to include augmented reality, projection mapping, immersive screens and much more in immersive entertainment.

Image provided by Alterface Projects.

January 30, 2023 by Kevin Williams

Many of the technology trends shaping the attractions and amusement scene today now fall under the banner of "mixed reality" attractions which has expanded to include augmented reality, projection mapping, immersive screens — and also under the umbrella term of "cross reality" or XR. The opportunity of these immersive technologies against the more ubiquitous virtual reality are mainly the ability to interact with the "real world."

Much of the deployment of the commercial Microsoft HoloLens AR headset has been in experiences which are specially created, mixing physical spaces and props with synthetic digital elements. The company is involved most notably with "The Unreal Garden" which opened in San Francisco in 2019, developed and operated by Enklu and deployed as a popup attraction.

Enklu, a San Francisco based developer of a "turnkey metaverse platform" called "verse immersive," offers the ability to create AR experiences using Microsoft HoloLens 2 headsets. The platform creates a digital experience seen only through the headset. During the recent holiday season, users were able to decorate a virtual Christmas tree, throw virtual snowballs and interact with other elements.

Microsoft has since discontinued the HoloLens product, reverting to a partnership with Meta to use the Meta Quest Pro platform.

A global movement

Immersive MR innovations are emerging worldwide.

Alterface Projects, based in Belgium, introduced a software-based platform offering the ability to create immersive experiences, an AR development environment that allows the physical boundaries of the venue to be transformed into interactive elements that the guests can enjoy. Developed to work with special physical interfaces, or through special apps, the guests can activate puzzles and game elements which are all personalized for them. Physical interactions activate digital and show-set elements in unique areas of the venue.

One of the leading developers of AR-based entertainment systems is meleap — the Japanese based company behind the HADO AR sports game that has championed AR e-sports. The platform is operational in some 39 countries at some 109 permanent locations, with players competing in team-based player-versus-player competitions.

The company announced the raising of some ¥510 million ($3.4 8 million) towards accelerating a rollout of locations and expanding the marketing and recruitment of player leagues.

The company opened its flagship store with Hado Arena Odaiba in 2022 with funding raised from Chinese firm QC Investment, as well as Incubate Fund, HoriPro Group Holdings, CiP Fund, Kiraboshi Capital and Waki Planning.

Watch out for the axes!

One surprising aspect of the explosion in projection-based entertainment comes in "AR axe-throwing."

iCompetex Experiences, a Lewisville, Texas based company, has been working in the social entertainment scene with its "iCX" range of motion tracked golf and baseball systems. Its new AR axe-throwing enclosure, "iCX Axe," is offered as a standalone installation for venues and has been described as "the world's first auto-scoring axe-throwing platform."

OnPoint Digital, based in Macedonia, also introduced an AR based system with its "OnPoint Digital Target" platform including an enclosure using AR projected targets on the target board with a selection of mini games which the company felt re-imaged the axe-throwing experience. The system allows the experiences to be customized, including with advertising placed onto the screen to generate marketing revenue.

Lasertron, based in Buffalo, New York, also introduced an AR axe-throwing platform. The enclosure system, along with the hospitality seating, is sold as a complete platform supported by EPOS (Electronic Point Of Sale) and an extensive selection of over 20 different game modes for the players to select from — all part of a projection AR element of the axe throwing experience. The highly configurable system has been developed to accommodate different sizes of venues.

Axcitement, based in Lewisville, Texas, has introduced its "Axcitement Lane" platform, another AR axe-throwing system with a self-scoring module and a selection of game experiences using the projection system and tracking. The platform is supported by its own touchscreen interface for players to select their game and use as an EPOS platform. The system also features a "no axe bounce-back" design.

Fast-paced action

Champ Throw Interactive Targets' "Champ Throw" enclosure uses a projected target board from which players can select several mini games with their scores automatically collected. The Hialeah, Florida based company's turnkey interactive system can be installed in multiple lanes.

Breeze Creative's "Draw Alive" interactive digital wall and drawing game features a projection floor system, "Dynamic Floor," as well as the "Animated Sandbox" — a sandbox that is projected on the floor as the sand is moved. The sandbox from this New York City based company creates islands, mountains and oceans in an incredibly tactile experience while promoting the educational and museum applications along with entertainment venues.

Battle Company has focused on the marriage of an interactive game and fast-paced action with its "Flash Pad" — the system uses illuminated pads on a giant floor, offering games such as "Maze Escape" and "Boogie Lights," fast-paced quick reaction games for up to four players at a time. The Oak Creek, Wisconsin based company is also known for its "Battle Cage" arena system using soft play swords with contacts automatically scored.

Along with the education and museum markets, the "fitness gaming" scene also sees the latest MR platforms being deployed.

CSE Entertainment, known for their exercise-based entertainment platforms, marked its 10th anniversary of what the company calls "making fitness fun" by introducing its "iWall" with two players' movements tracked on a screen used to control their avatars through sports game experiences.

The Kajaani, Finland based company also introduced its "runBeat" treadmill "exergaming" system with players competing in virtual running races while the "cycloBeat" features riders on special exercise cycles playing against competitors in the human-powered competition. Such systems are able to offer networked exergaming competition.

The mixed reality banner has extended to encompass an ever increasing range of immersive technologies.

(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.)

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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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