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Gaming

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 is often found in FECs and can form effective anchor attractions for shopping centres, and may range from traditional arcade platforms to unusual VR experiences. They can offer operators a good rate of repeatability and low staffing costs, which all benefit the venue’s ROI. Many gaming attractions draw on popular IPs, for example, Squid Game and PAW Patrol, to engage visitors.

In contrast, gamification involves the integration of gameplay within a non-game environment, for example, 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 across the world 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.”

There are also partnerships which offer attraction experiences within gaming realms: for example, Disney has partnered with Fortnite to create a Roblox games and entertainment universe, and Universal has developed theme park experiences within Minecraft.

Gaming in depth

FECs
Attractions technology
UK Experience
Brand experiences
Virtual Reality
FECs
Visitor experience
FECs

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