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Alton Towers’ First Mobile Game App for New Rollercoaster, The Smiler

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The Alton Towers Resort, the UK’s number one theme park, has launched a new mobile game app for The Smiler, a new £18 million rollercoaster set to debut in May 2013.

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Katherine Duckworth, head of Consumer Marketing at the Alton Towers Resort, says, "The Smiler is the biggest ever ride launch for the Alton Towers Resort and so we really wanted to create something that would get our guests excited about the ride and give them a taste of what is to come before the new coaster opens in May 2013."

The new app, available through the Apple App Store and Google Play, gives users the chance to play on a simulation of the new ride including digital versions of The Smiler’s mind bending “Marmaliser” feature, which will use flashing lights, optical illusions, laughing gas and tickling prongs.  Players will have the opportunity to win Alton Towers Resort prizes and also to access more images, videos and secret game upgrades via augmented reality technology around the theme park. 

The Smiler app, developed by Matmi, combines gameplay, competitions and augmented reality elements in an innovative game that is available on Android and iOS for mobiles and tablets.

Matmi CEO Jeff Coghlan says, "Being based in Cheshire, we’ve all grown up with Alton Towers, so to get a chance to work with the team and create a game for The Smiler has been a great pleasure. We’re firm believers in the positives of campaigns that bring digital and physical worlds together, and we’re really excited to unleash The Smiler app for Alton Towers Resort. It has enabled us to meld gamification, augmented reality and gaming all into one fantastic app."

Image: Alton Towers Resort

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