Gaming stories

Gaming is used within the visitor attractions industry to enhance the overall visitor experience. Often, the term refers to computer games; however, it also encompasses gamified elements of an experience. Gaming can increase engagement, offer a more social experience, and provide fun educational experiences.

Computer gaming, a common feature in FECs, can serve as compelling anchor attractions for shopping centres. Ranging from traditional arcade platforms to innovative VR experiences, these gaming setups offer operators a high rate of repeatability and significantly lower staffing costs. These financial advantages directly contribute to the venue’s ROI. Many gaming attractions leverage popular IPs, such as Squid Game and PAW Patrol, to captivate visitors.

In contrast, gamification involves integrating gameplay within a non-game environment, such as treasure hunts, challenges, and hidden content.

Some themed attractions offer an immersive experience based on popular games. Super Nintendo World at Universal is a key example. These lands can be found at Universal theme parks worldwide and feature entertainment and cutting-edge technology inspired by Nintendo’s characters and video games. Guests can enjoy thrilling rides, interactive areas, and themed retail and restaurants.

Thierry Coup, Universal Creative’s former senior VP and chief creative officer, comments: “Think of Super Nintendo World as a life-size, living video game where you become one of the characters. You’re not just playing the game. You’re living the game, you’re living the adventure.”

Some partnerships offer attractive gaming experiences. For example, Disney has partnered with Fortnite to create a Roblox games and entertainment universe, and Universal has developed theme park experiences within Minecraft.