Moment Factory, a multidisciplinary entertainment studio with 25 years of expertise in creating immersive experiences, will exhibit at IAAPA Expo 2026 in Orlando, presenting a refreshed version of its successful Augmented Games product.
Augmented Games is a high-energy attraction that has proven popular with venues and guests alike.
To date, the platform has been deployed across more than 35 playfields throughout Europe, Asia, the Americas, and Oceania, with over 2 million sessions played worldwide. This number continues to climb as demand for easy-to-operate competitive socialising attractions rises globally.
Now, rather than changing what works, the Moment Factory team has polished the experience to make it more intuitive, dynamic, and future-ready, building on the success of its LED and projection interactive platforms and channelling real-world operational insights and player enthusiasm into the product's next chapter.
Augmented Games by Moment Factory
Five key pillars
The update centers on five key pillars. First, faster onboarding and a more fluid flow: building on the games’ intuitive nature, refined visual cues and clearer prompts help new players grasp the rules more quickly, getting groups into the action without downtime.
Second, a refreshed, unified identity: an updated visual language and punchier, more playful game titles elevate the entire suite while capturing Moment Factory’s signature sense of wonder and creativity.
Third, a richer, more dynamic atmosphere: the core gameplay players love is enhanced with richer visual layers, reactive environments, and lively animations that amplify the energy of every round.
Augmented Games by Moment Factory, Flash Footwork game
Fourth, optimised multi-surface play: the system’s responsive design ensures the signature experience will look and feel exceptional in any configuration, whether projected on floors, interactive walls, or combined multi-surface arenas.
Finally, a modular platform for the future: a standardised architecture makes the ecosystem more versatile, paving the way for seamless updates, custom visual themes, and new game releases that help the attraction deliver long-term value.
In addition, the team has updated the game library, which now features a choice of 10 interactive games.
New additions include Bubble Pop, a fast-paced game where two teams (up to 8 players) face each other to stomp as many bubbles in their team’s colour as they can, and Flash Footwork, inspired by tiki-taka, which is an agility challenge for up to 4 players where participants must control and pass the physical ball to hit targets and dodge obstacles.
Augmented Games by Moment Factory, Bubble Pop game
New features and more
The upgrade also adds new features, such as Tournament Mode, which supports up to 72 players and turns standard gameplay into quick, spontaneous competitions anyone can join. It brings a competitive element to the space, sustaining engagement, improving foot traffic, and prompting repeat participation throughout the day.
Scores are tracked automatically, leaderboards update in real time, and results appear as each match progresses. With multiple rounds and gradually increasing difficulty, Tournament Mode builds shared momentum and excitement among players and spectators.
It works with a selection of games in the current Game Library and requires no additional setup, making it easy to operate and dependable on site.
The team is working on a new sports feature too, meeting the growing demand to modernise sports centres and active entertainment by developing a dedicated game library that brings familiar sports to life as real-world gamified experiences.
Augmented Games by Moment Factory at MOTN Festival in Abu Dhabi
A versatile product
Augmented Games proves its versatility across multiple tiers of the visitor attractions market. Its footprint spans permanent FECs and retail destinations, such as Lane 7, Sparkx, Party Day, Smash and Playbox, as well as maritime entertainment aboard MSC and Celebrity Cruises.
Augmented Games by Moment Factory at Australia’s Illuminate Adelaide
Equally adaptable to temporary settings, the product was configured as an eight-field arena for Australia’s Illuminate Adelaide, deployed with a see-through LED mesh that covers the façade at the Mother of the Nation Festival in Abu Dhabi, and braved the depths of a Canadian winter with an outdoor installation at Montreal’s Igloofest, widely known as one of the coldest electronic music festivals in the world.
Augmented Games by Moment Factory at Montreal’s Igloofest
The platform also powers bespoke IP integrations, including a reimagined Småland at IKEA Montreal, Realmadrid Games at the Bernabéu Stadium in Madrid, and The Messi Experience, touring worldwide since 2024.
David Wirtgen, general manager for Augmented Games at Moment Factory, says: "Audiences—from Gen Z to families—no longer just want to consume; they want to play, move, connect, and be seen.
"Play is universal, and games evoke real emotions. With our experience and continuous learning, we are refining our Augmented Games to match this demand, driven by what we do best: fun, collaboration, learning, and challenging each other."
IAAPA Expo 2026 takes place in Orlando, Florida, from 16 - 20 November. Attendees can visit the Moment Factory team and experience Augmented Games at booth #W2663, and meetings and demos can be booked in advance here.
See also: Moment Factory at 25: why immersive experiences are about more than technology
