The future of indoor entertainment will not be measured by square metres or the number of attractions installed, says the firm: "It will be defined by adaptability, and by the ability to create meaningful moments together. The expansion of the Hello Park concept is concrete proof of this."
Physical meets digital
At the core of Hello Park’s growth strategy is the phygital format, blending physical space with digital engagement mechanics.
Generation Alpha, the first fully digital-native generation, has grown up within gamified ecosystems shaped by avatars, progression systems, instant feedback loops, and social competition. Traditional indoor parks, built mainly on fixed attractions, often struggle to sustain their long-term engagement.
Instead of competing with screens, the phygital model applies digital behavioural patterns to physical space. Missions, scoring systems, personalisation, and character development still exist, but they are realised through movement, collaboration, creativity, and real-world interaction.
Technology transforms into invisible infrastructure, facilitating adaptability, updating content, and boosting repeat visits without the need for constant, costly reinvention.
In this model, the park evolves from a static venue into a living platform.
Reflecting this long-term perspective, Hello Park has shifted from single-unit agreements to country-wide exclusivity partnerships. The strategy emphasises working with strong local operators capable of structured territorial development, ensuring consistency, cultural intelligence, and sustainable growth rather than fragmented expansion.
Simultaneously, the company has undertaken internal refinement. 2025 became a year of rethinking interior design language, playground zoning, F&B integration, and visual identity, culminating in a recognisable architectural and emotional signature adaptable across markets.
The 2026 roadmap
The software development roadmap is now aligned with the marketing calendar, enabling storylines, missions, and interactive features to develop dynamically throughout the year. The aim is operational efficiency in line with engagement performance.
Founder Alex Zavyalov says: “2026 is a pivotal year for Hello Park. We are entering new markets and welcoming new partners into the family, while strengthening operational efficiency and focusing on the metrics that define a sustainable model — LFL growth, revenue performance, NPS, and repeat visitation.
"Despite being in the market for just over 5 years, we already have a proof of concept. We understand what drives the strongest results — and how to scale them responsibly.”
Part of that evolution involves elevating Roсky the Fox, the brand’s mascot, into a fully interactive animated character integrated into the software platform, reinforcing emotional continuity for young guests across markets.
Expansion continues alongside structural development. The next opening is planned for spring in Muscat, Oman: a 1,800-square-metre immersive venue designed to showcase the scalability of the refined format.
Hello Park recently revealed details about the implementation of its data collection system. Each child receives an RFID bracelet and a digital avatar, with readers at attractions monitoring interactions. This transforms the park from a recreational space into a data-driven platform.
Doan Thanh Mai, vice chairwoman of BIM Group; Lennard Francois Otto, managing director & CEO of GLE and LEOS; Le Nguyen Linh Giang, head of investment; Doan Quoc Huy, chairman & CEO of BIM Group; Elizabeth Oquendo, chief operations officer of GLE and LEOS; and Adam Owen Riley, head of hospitality at BIM Group
