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Immersive experiences

The goal of many location-based entertainment (LBE) providers, like museums and theme parks, is to provide guests with the most engaging and memorable experiences imaginable. However, today’s experiences and attractions must provide more than just a photogenic moment for Instagram, as modern visitors want to immerse themselves in new worlds; they aspire to take centre stage in their own narrative and actively participate in it.

In the Cambridge Dictionary, immersive is defined as “seeming to surround the audience, player, etc. so that they feel completely involved in something”. With their intricately designed themed lands and attractions, theme parks are, by nature, immersive destinations. However, parks like Disney and Universal are progressively improving and incorporating additional features, such as gamification and immersive technologies. Other LBE venues are enhancing their attractions with the use of technologies like projection mapping, sound, and artificial intelligence (AI). Hotels and museums too are capitalising on the trend for immersive entertainment.

One key trend to enhance immersive experiences is gamification. Theme parks are developing cutting-edge interactive technologies to enhance their experiences, for instance, Super Nintendo World at Universal Studios Japan and Universal Studios Hollywood. Attractions are also increasingly using technologies such as augmented reality (AR) and virtual reality (VR) to draw visitors in and make them feel part of the world that they have come to explore.

The immersive trend goes hand in hand with the rise of branded experiences in the attractions industry. Fans of TV shows, films, and computer games now have more opportunities than ever to step into the worlds of their favourite characters, from Stranger Things-themed mazes at Universal’s Halloween Horror Nights to London’s Tomb Raider Live Experience.