Michael Mack is the CEO of Europa-Park and the founder and MD of MACK One. During his tenure, he has overseen ambitious growth at the park and embraced technology to improve the guest experience.
Europa-Park was one of the first theme parks in the world to introduce a virtual reality (VR) roller coaster. This has since been joined by free-roaming VR experiences including Coastiality and Yullbe. In addition, Europa-Park launched an underwater VR experience called Snorri Snorkeling VR, as well as a new streaming platform. VEEJOY offers podcasts, movies and more.
Recently, Europa-Park announced plans to release a new video game inspired by its mascots, Ed and Edda, as well as a new family attraction and a major motion picture. The new kart racing game, developed in partnership with video game developer Tivola, is based on the 2025 motion picture Grand Prix of Europe, a co-production between entertainment company Mack Magic and Warner Bros. Film Productions Germany. It also launched an award-winning immersive dining concept, Eatrenalin.
The game Ed & Edda: Grand Prix—Racing Champions brings Ed & Edda to video game format for the first time. Players will race across 12 tracks set in landmark European locations.
The Mack family lives, sleeps and breathes attractions. Thanks to Michael Mack, its efforts are more relevant and far-reaching than ever. A board member at Mack Rides, he also founded Mack Animation. These companies have been responsible for creating a number of intellectual properties that have been exploited both inside and outside of Europa-Park.