SimGraphics
SimGraphics is a pioneering force in the world of real-time animated character technology and immersive interactive experiences.
From its base in Pasadena, California, the company has developed software-driven attractions and character performance systems for more than three decades, engaging audiences in theme parks, museums, retail environments, events, and other venues.
At its core, SimGraphics combines creative storytelling with advanced engineering. The company’s portfolio centres on two flagship technology platforms: the VActor™ system and the AI-VActor™ system. The VActor platform enables live voice actors or puppeteers to remotely control 3D characters, allowing animated figures to interact with visitors via kiosks, displays, or event spaces.
The AI-VActor™, by contrast, is a fully autonomous, “AI with guardrails” solution: characters operate without a live performer, respond via voice, vision-system input, and conversational AI, and remain consistent with brand/IP identity.
SimGraphics offers a suite of services that go beyond technology alone. These include feasibility and concept development of live interactive character experiences, integration of IP or brand characters into physical or digital environments, full deployment of hardware and software systems (including on-site kiosks, mobile/web delivery, cloud integration), content creation (3D modelling, animation library, voice or performance capture), installation and ongoing support.
Importantly for the leisure and tourism sector, SimGraphics views “Location-Based Entertainment” (LBE) applications — such as visitor centres, theme parks, retail entertainment, and cultural institutions — as a primary arena for its capabilities.
For operators, developers, and IP owners seeking to differentiate their guest engagement, SimGraphics offers a unique proposition: turning static characters or branded icons into living, interactive assets that deepen visitor connection, extend dwell time, and enhance memorability.
By integrating cutting-edge AI, real-time character performance and immersive interaction, they help destinations create novel storytelling layers that align audience emotion with brand values.
Highlight project: “Mario in Real Time” at Nintendo NY
One of SimGraphics’ standout projects is the “Mario in Real Time” interactive installation at Nintendo New York (Rockefeller Centre), where the iconic Mario character engages visitors via remote performance technologies.
SIM Graphics
In this activation, SimGraphics’ VActor system enabled Mario to communicate in real-time with guests—blending live voice, 3D character animation, and visitor interaction to create a memorable, evident branded experience. This project demonstrates how SimGraphics translates powerful IP into immersive visitor moments, leveraging both technical sophistication and visitor-centric design.
RMS Titanic's Grand Staircase
RMS Titanic First Class Lounge
