In the Location-Based Entertainment (LBE) industry, attracting consumers is not just about putting up a logo or using the newest VR headset. Instead, success depends on a careful balance of compelling storytelling, efficient operations, and strategic growth.
For holders of Intellectual Property (IP), real estate developers, and investors, the challenge is finding a partner who can navigate this without jeopardising the brand or the bottom line.
Kingsmen Xperience, the US subsidiary of Kingsmen Creatives Ltd., has established itself as a significant player in the global market.
With a portfolio that includes NERF Action Xperience and Space Explorers: The Infinite, the company has earned a reputation for transforming beloved consumer brands into tangible, profitable ventures.
Anthony Chong, group CE of Kingsmen Creatives Ltd., talks to blooloop about the philosophy behind the company’s success, what IP owners and investors should really be looking for in a partner, and how the company plans to shape the future of the industry.
Storytelling is key
At the core of the LBE boom is a change in consumer expectations. Guests no longer want to simply view content; they want to live it. However, for an IP holder, "inhabiting" a brand involves considerable risk if the transition from screen to physical space feels inauthentic.
According to Chong, the solution begins long before the first blueprint is drawn:
"Storytelling is the foundation of everything we do," he explains.
"Whether we are leading the design, managing operations, or supporting licensing and venue strategy, we always start with the narrative.
“Our approach is to understand the IP deeply, its characters, themes, and emotional beats, and translate that into authentic, immersive interactions that reinforce and build upon the customer’s relationship with core IP."
This philosophy extends beyond art into a strategic tool for retention. While a ride might thrill once, a compelling story encourages visitors to return.
In emphasising storytelling, Kingsmen strengthens the emotional bond fans develop with the brand, whether it is a Hasbro toy or a space exploration documentary, ensuring it is enhanced rather than diluted by the physical experience.
"By embedding design thinking and operational insights from the start, we ensure that the story resonates with guests and can be sustained over time."
A trusted partner
For licensors and IP owners, handing over the keys to a global franchise is a delicate matter. The market is full of attractions that failed because they prioritised quick revenue over brand integrity.
The central question for major global brands is: can this partner protect my asset while making it profitable?
Kingsmen Xperience has secured partnerships with some of the world's most recognisable brands. Chong attributes this success to a proven ability to balance creative reverence with commercial resilience.
"IP owners want partners who can respect their brand while delivering commercially viable, high-quality experiences," says Chong. "That means demonstrating expertise not only in design but also in operational excellence, project management, and audience engagement."
This dual focus is vital. An attraction that is beautifully designed but fails in operation becomes a liability. Conversely, a highly efficient operation that feels "off-brand" can alienate the core fanbase.
Kingsmen’s distinct advantage lies in its flexibility. It does not impose a rigid model on a partner but instead provides a range of services that can fill gaps in the IP holder's own infrastructure.
"Kingsmen has built trust through a track record of successfully translating global IP into experiences that are both immersive and sustainable.
“Our flexibility in being able to step in for licensing, funding guidance, venue sourcing, design, or operations gives IP owners confidence that we can support their goals end-to-end, while maintaining the integrity of their brand."
Kingsmen Xperience’s end-to-end service
One common friction point for developers and investors is the fragmentation of the LBE supply chain.
Usually, one agency designs, another constructs, and a third manages. This siloed approach can result in value engineering that compromises the original creative vision or operational issues that negatively impact the guest experience.
Conversely, Kingsmen Xperience’s teams in Los Angeles and Singapore manage the entire lifecycle, ensuring the story's continuity despite logistical challenges.
"Our process begins with deep engagement to understand the licensor’s brand strategy, storytelling priorities, and long-term objectives," Chong says.
"From there, we apply design and operational expertise to translate those goals into a fulfilling guest experience in gameplay, food and beverage theming, and retail merchandising."
This integrated approach is especially appealing to investors who need reassurance that the project is viable before investing. Including the operators during the design phase helps Kingsmen avoid creating features that are too costly to maintain or too complicated to staff.
"Our team ensures that every decision from design to fabrication, and from technology to staffing, reinforces the narrative," Chong adds.
"This holistic approach allows us to protect brand integrity while balancing commercial considerations, operational feasibility, and audience engagement."
Location, location, location
Perhaps the most challenging aspect for any LBE developer is securing suitable real estate. Finding a venue with the right footfall, demographics, and lease conditions is often where projects encounter delays. For investors, the location remains the key factor when it comes to ROI.
Kingsmen Xperience serves as a strategic link between the creative idea and the physical market. It doesn’t just design the box; it also helps find the appropriate place to position it.
"Selecting the right venue and market is a critical part of experience strategy," Chong says.
"We consider factors such as local demand, demographics, footfall, and the surrounding ecosystem, and we assess operational and commercial feasibility."
This ability is essential for maximising revenue potential. Whether it involves placing a NERF Action Xperience in a busy mall in New Jersey or finding a museum partner for a travelling exhibition, the venue needs to support the business model.
"Our role is to connect IP owners and investors with options that make sense strategically, ensuring that the experience can perform sustainably.
"This could mean helping secure a flagship location, identifying a touring format, or providing insights on operational models, all guided by the story and guest journey."
A flexible approach
For developers and private equity partners, the "one-off" attraction is seldom as appealing as a scalable concept. The ability to replicate success across multiple territories is where the real value resides.
Kingsmen has developed a skill in designing adaptable formats, ranging from large, permanent flagships to flexible touring exhibitions.
When asked how scalability factors into their pitches to partners, Chong is clear: it is a prerequisite, not an afterthought.
"Scalability is a key consideration from the outset," he says.
"We design experiences that can be adapted to different formats, whether temporary, touring, or permanent installations. Being able to scale allows IP owners and investors to see both immediate impact and long-term potential."
This adaptability is evident in the company’s portfolio. Space Explorers: The Infinite is a free-roaming VR experience that can transition between venues. At the same time, Planet Playskool combines multiple family IPs (like Play-Doh and Transformers) into a comprehensive family entertainment centre format.
This versatility ensures that the business model remains strong regardless of market conditions.
"It also ensures that the design, operations, and commercial model are flexible enough to succeed in multiple markets while staying true to the narrative and guest experience," Chong says.
Operational expertise
A visually impressive attraction will fall short if the bathrooms are dirty, the technology is outdated, or the staff show little engagement. In the LBE sector, "Day Two' often holds more significance than "Day One."
Operational excellence is the key to generating steady gate revenue and secondary spending, such as retail and F&B. Kingsmen places a strong emphasis on the operational framework, recognising that this is often the blind spot for creative agencies.
"Operational excellence is critical to sustaining the story and experience," says Chong.
"We provide frameworks, training, and systems that make sure every element from staff interaction to technology performance is maintained at the right standard."
For an investor, this assurance is crucial. It indicates that the asset will be managed professionally, maintaining its value throughout the investment.
"Even when we aren’t operating an attraction directly, we advise on operations strategy to ensure the guest journey is consistently engaging, repeatable, and commercially sustainable," adds Chong.
"This is where our end-to-end perspective, spanning design, project management, and operations, really adds value."
A global approach with Kingsmen
The entertainment market is becoming more global, with rapid growth in Asia and the Middle East alongside established hubs in North America and Europe.
Kingsmen’s global network of 18 offices worldwide, anchored by its LBE hubs in Los Angeles and Singapore, puts it in a strong position to connect these regions.
This structure provides a clear advantage for Western IPs aiming to enter the Asian market, and vice versa. It enables real-time collaboration across time zones and cultural differences.
"Our global presence allows us to bridge creative and operational perspectives across markets," Chong says.
"Teams in the United States and Asia enable us to provide local insights, streamline licensing conversations, and accelerate delivery timelines."
For a partner aiming to expand a brand like NERF globally, having someone who understands different cultural nuances, from Singapore's retail landscape to New Jersey's leisure habits, is invaluable. It minimises the friction of international expansion.
"It also helps IP owners and investors feel confident that we understand diverse audiences and can manage projects across geographies without losing consistency in design, operations, or brand experience," says Chong.
Story meets tech
As the industry looks ahead, the competition for guests' leisure time will only grow more fierce. The winners will be those who can utilise technology not as a gimmick, but as a means to deepen the narrative.
Chong identifies specific areas of excitement for Kingsmen Xperience, particularly highlighting the potential of emerging markets and the evolution of interactive storytelling.
"We are excited by IPs with strong storytelling potential that can be explored in interactive and immersive ways," he says. "Emerging markets in Asia-Pacific and the Middle East offer opportunities for flagship, scalable experiences."
The company envisions a future where the boundaries between digital and physical seamlessly merge.
However, Chong stays grounded in the practical aspects of the business. Innovation must be sustainable. It is not enough for an experience to be visually impressive; it must be commercially viable for the investors supporting it.
"Innovation is happening at the intersection of story, design, and technology, creating experiences that are not just visually impressive but meaningful, operationally sustainable, and commercially viable," Chong says.
"Kingsmen Xperience aims to be a partner that helps brands and investors navigate these opportunities, turning creative ambition into enduring experiences."
Bringing brands to life
In an industry often tempted by the "next big thing," Kingsmen Xperience stands out by prioritising the fundamentals: compelling stories, strong operations, and adaptable business models.
By providing a comprehensive range of services, from funding strategies and venue resourcing to production management, it has established itself as the go-to partner for stakeholders who see LBE not just as a creative venture but as a serious asset class.
For the IP holder, Kingsmen delivers brand safety and creative integrity. For the investor, it provides scalability and operational security. And for the guest, it offers the chance to step into the story, ensuring the brand’s magic endures long after the visit.
