Alterface, a leader in interactive technology, has announced the strategic appointment of three new leaders in the US, China and Korea, enhancing its global presence.
This expansion strengthens the company’s leadership in interactivity, seamlessly combining creative design and technology to develop meaningful experiences for international audiences.
The move bolsters Alterface’s position in these key markets, promotes local collaborations, and furthers the company’s aim of providing tailored, immersive and accessible interactive experiences across the world.
Mattheis Carley, US, Yvonne Yi, China, and Joseph Kim, Korea, have been appointed to lead this initiative.
Yi and Kim will work under the direction of Etienne Ducrot, who spearheads business development and operations across the Asia-Pacific region.
The new team members will be attending industry events, including this week’s IAAPA Expo Asia in Shanghai, and IAAPA Expo, which is taking place in Orlando in November.
Dedicated local teams
The strategic expansion recognises the importance of local expertise in driving growth. Alterface’s collaboration with leaders in these regions enhances its awareness of market demands and cultural subtleties, fostering long-term client partnerships globally.
Stéphane Battaille, CEO of Alterface, says: “Having dedicated local teams with cultural understanding is critical to supporting Alterface’s growth strategy in these regions.”
The company is working to develop the FEC market in the US by focusing on smaller attractions like its compact, portable cinematic adventure, Moviemax, virtual artist interactive Paint, and Action League, a tournament-style attraction with dynamic rotation.
Drawing from its unique expertise in interactivity, Alterface has launched an interactive concept design service to provide cohesive and flawless experiences.
Additionally, the company is developing the market for Wander, its software-based solution that reimagines themed venues as interactive, dynamic adventures, enabling thousands of guests to play at once, with content that adapts to their actions. These applications are being targeted at master planners, designers, integrators, and operators who want to create a new level of immersive and personalised experiences.
Looking to Greater China, Alterface is concentrating on raising brand awareness and nurturing strong collaborations with local partners, government agencies and state-owned companies. The focus will be on a variety of attractions, including theme parks, Family Entertainment Centers (FECs), Location-Based Entertainment (LBE) venues.
The goal in Korea is to expand the market for Alterface’s full range of innovative products for themed attractions and entertainment venues.
Yi, business development manager for Greater China, says: “I am excited to increase Alterface’s brand awareness in China and work with government agencies and state-owned companies to bring our interactive attractions to a wider audience.”
Based in Shenzhen, Yi brings extensive experience in supply chain management, business development, sales and marketing, and company operations.
Business development manager in Korea, Kim, says: “My goal is to develop the Korean market for Alterface, bringing our innovative mix of creativity and technology to FECs, LBEs, and large theme parks.”
Combining local needs & global strategy
Carley joins Alterface as partnership director, and is based in the US. He has been working in the themed entertainment sector for more than 15 years, with experience including developing location-based experiences for film franchises in 17 countries. This knowledge will be key to building strong collaborations and promoting Alterface’s interactive concept design and prototyping services.
“I am honored to represent our incredibly talented team at Alterface. Our technology has many applications beyond turnkey dark rides, and I am excited to help owners and operators explore the possibilities,” says Carley.
Alterface notes a trend for smaller attractions and bespoke experiences in these locations, and is developing innovative technology and concepts to meet this demand.
The new team members will work closely with the company’s offices in Europe and Asia, integrating with Alterface’s international strategy while meeting local market requirements.
The company currently maintains a strong presence in Asia. An office in Shenzhen manages marketing and sales, and is accompanied by a technical centre in Hong Kong, and a main sales office in Singapore. In the US, it has a sales centre in Wisconsin.
Battaille says: “Alterface is entering an exciting new chapter of growth. By expanding our presence in key regions, we are ensuring we stay close to our partners and audiences around the world. This strategic move allows us to better understand local needs and deliver more meaningful, immersive experiences everywhere.”
Recently, Alterface celebrated the launch of SpongeBob’s Crazy Carnival Ride at The Land of Legends in Antalya, Turkey. This is another successful partnership between Alterface and Sally Dark Rides.
