Eric Soto, Valtech
In the realm of themed entertainment, immersive worlds and captivating experiences come to life. Here, the possibilities for enhancing the guest experience are constantly evolving. As we navigate the ever-expanding landscape of technology, one significant development will propel the industry forward by leaps and bounds. This is Apple’s entry into the AR/VR space with its Vision Pro headset.
With its visionary approach and game-changing hardware, Apple is redefining the entire category of immersive technology with a term it has coined “spatial computing”. This is all about the direct interaction between physical and virtual objects. With spatial computing, you can transform your physical space into your computer screen – a room-sized computer desktop, if you will.
Apple’s cutting-edge technology may not immediately reach the mass market due to pricing. However, there are rumors of cheaper alternatives in the works. This will make its heavy price point easier to swallow and, as a result, its technology more widely used. While this won’t happen overnight, it’s clear that what Apple is doing will set the bar for what is possible. It’ll open up a new category of physical products, and accelerate new ways of thinking and ideating immersive experiences.
Spatial computing in theme parks
In light of Apple’s Vision Pro and other advancements, every industry should evaluate how to leverage spatial computing to enrich the customer experience. Those who start this process now will find themselves leapfrogging the competition.
The themed entertainment industry possesses a unique advantage in this realm. It has rich content, immersive theming, and deep engagement from guests with beloved brands and intellectual properties. Therefore, it is poised to harness the power of spatial computing in unparalleled ways.
By embracing spatial computing, themed entertainment companies can unlock a myriad of opportunities. This can help to extend the magic beyond the physical boundaries of their theme parks. The convergence of immersive technologies with imaginative worlds holds immense potential for enhancing the guest experience. It also fosters an even deeper connection for guests with their cherished brands.
Let’s explore how these technological advancements can be harnessed by themed entertainment companies to further elevate the guest experience and drive innovation.
1. Unleashing the power of play
Imagine a scenario where a guest’s visit to a themed land unlocks access to a thrilling game that they can play at home. This game acts as a bridge, keeping their excitement alive until their next park visit.
By incorporating engagement elements such as quests and tasks that are gradually revealed over time, theme parks can provide an ongoing source of entertainment for their guests. Completing the game’s tasks at home could even grant them special perks upon their return to the themed land. This creates a sense of achievement and incentivises repeat visits.
The synergy between the in-park experience and the at-home game ensures a continuous cycle of anticipation and fulfillment. This establishes an unbreakable bond between guests and the immersive worlds they adore.
2. Illuminating creativity
The beauty of a night-time fireworks show within a theme park leaves a lasting impression on guests, evoking wonder and awe. Theme parks can build upon this magical encounter by offering guests access to a light show designer, empowering them to create and experience their very own captivating light shows over the themed land they visited.
Guests can design intricate patterns, synchronise lights to music, and explore their artistic visions. User creations can then be collected and entered into a database. Here, show designers can find inspiration and even give credit to these talented individuals. This collaborative approach not only strengthens the bond between guests and the theme park brand but also fosters a sense of community and shared creativity among theme park enthusiasts.
3. Personalised encounters with characters
Certain rides within theme parks require specific skills, such as scoring or shooting. Building upon these skill-based attractions, theme parks can offer guests an extraordinary opportunity to have a personalised video call with one of the beloved characters from the ride.
Leveraging cutting-edge AI technology, interactive experiences can be created where characters review and provide feedback on the guest’s performance during the ride. This personalised encounter enhances the sense of immersion and connection, making guests feel like valued participants in the themed worlds. By leveraging data and pre-recorded loops, theme parks can ensure scalability while delivering unique interactions that leave a lasting impression on each guest.
Apple Vision Pro and immersive experiences
In the realm of themed entertainment, theme parks have the ability to extend far beyond the boundaries of their physical locations.
By leveraging technology and innovative ideas, theme parks can provide guests with experiences that elevate the magic of their theme park visits so it lives on in their daily lives. Whether that’s through engaging at-home games, creative opportunities to design light shows or personalised encounters with beloved characters, they can narrow the gap between guests and the immersive worlds they create at a more emotional level.
By nurturing this bond, they create loyal fans. And, they also create advocates, who eagerly anticipate their next visit and spread the word about their extraordinary experiences.
Thanks to spatial computing, this can all become possible. With Apple Vision Pro opening the floodgates to more creative (and potentially more accessible) uses of immersive technology – particularly in ways that blur the distinction between physical and virtual spaces by integrating the two seamlessly – it won’t be long until theme parks reap the rewards. Together, let’s push the boundaries of themed entertainment and continue to captivate the hearts and imaginations of guests across the world.
Top image credit: Apple
