Moment Factory, a multidisciplinary entertainment studio with over 24 years of expertise in creating immersive and interactive experiences, has announced the simultaneous launch of its Augmented Games at three leading Family Entertainment Centres (FECs) and Social competitive venues across the globe.
Visitors can now enjoy the original controller-free, full-body interactive play at Sparkx in Belgium, Lane 7 in the UK, and Party Day in China. Each of these establishments is planning to expand the attraction across multiple locations.
The global rise of competitive socialising is reshaping how audiences connect through play. With its Augmented Games Collection, Moment Factory taps into this growing demand for interactive, immersive and collective experiences, strengthening its role in transforming entertainment destinations worldwide.
See also: Moment Factory: expanding horizons with an ambitious growth plan
Gaming in the real world
Guided by the motto ‘We do it in public‘, Moment Factory aims to constantly create new ways for people to create connections as they gather and engage.
“At Moment Factory, we’ve always believed that real human connections happen through playful, collective moments,” says Jonathan St-Onge, executive director of Moment Factory Originals.
“Back in 2017, what started as an R&D experiment in our Montreal studio grew into one of Moment Factory Originals’ most interactive attractions: The Augmented Games Collection. This motion-powered gaming platform, born from curiosity, creativity, and a deep desire to bring people together, turns movement into competition, and spectators into players.
“Since then, it has evolved into a scalable, data-driven solution designed to help operators boost engagement, increase dwell time, and deliver memorable and socially-connected experiences in entertainment destinations around the world.”
Moment Factory has continued to refine the technology, games, and product adaptability that shape Augmented Games today. The resulting platform combines real-world movement with digital gaming, without the need for wearables or controllers. Players enjoy full-body participation, powered by intelligent motion-tracking technology.
Simple integration & broad market appeal
As a turnkey immersive attraction, Augmented Games is designed for rapid setup, easy operation, and minimal staffing. Its modular, plug-and-play platform adapts to a wide variety of footprints and formats, whether installed on floors, walls, or across multiple surfaces.
Scalable from compact zones to large multi-surface environments, it suits both permanent and temporary deployments in FECs, arcades, malls, resorts, cruise ships, festivals, and brand activations.
Its planned rollout across more than a dozen Lane 7 venues by 2027, in collaboration with the UK’s leading competitive socialising brand, highlights its versatility and growing traction in the market.
This year, the studio introduced new LED floors to complement the projection-based options that have been used for many years, making the platform even more adaptable to venues of all sizes and technical infrastructures. These LED floors are particularly well-suited for brightly lit environments.
Flexible integration and proven ROI
Built to be flexible, Moment Factory’s Augmented Games can be integrated into an existing connected visitor journey, as seen in venues like Party Day in China and Sparkx in Belgium. The open Augmented Games API enables user data collection during each play session, enhancing engagement within the venue’s ecosystem. This future-proof solution is built to evolve alongside AI, AR, and VR advancements.
The studio reports an average of 700 to 1,000 weekly sessions per playground, with ROI typically achieved within 12 to 18 months. Operators benefit from increased revenue, extended dwell time, and higher secondary spending, while elevating overall guest engagement and diversifying their entertainment mix.
To support sustained interest without adding operational complexity, fresh content cycles are regularly introduced, encouraging repeat visits and maintaining a high level of excitement. Augmented Games’ expanding library is designed to deliver ongoing novelty, drawing on over eight years of client data and Moment Factory’s deep expertise in immersive attraction design.
The studio is currently developing a next-generation game catalogue, from strategy-based challenges to fast-paced action and racing games, tailored for players of all ages and skill levels.
Global expansion & market validation
Moment Factory’s Augmented Games’ simultaneous rollout across these major FECs highlights the product’s scalability and global market fit.
Looking ahead, the studio remains committed to continuous evolution, ensuring Augmented Games adapts to emerging trends and continues to transform entertainment destinations worldwide. To enquire about hosting the Augmented Games in your venue, please email.
Last month, Moment Factory announced a new collaboration with Wisconsin’s iconic Ghost Boat. This nighttime experience has undergone a major multimedia refurbishment, enhancing the adventure for both first-time visitors and returning guests.
