Merlin Entertainments and Tencent have launched a partnership to create “the ultimate theme park experience of the future” at the new Legoland resorts in China.
The collaboration will first focus on the upcoming Legoland destinations in Shenzhen, Shanghai and Sichuan. The two companies will work together to create personalised, seamless and immersive park experiences.
This will be achieved using Tencent‘s competitive technology and big data capabilities. The new Legoland resorts will feature an enhanced digital guest journey and customised services.
Per a press release, Merlin has a deep understanding of Chinese consumers. It operates 13 attractions in the country including Legoland Discovery Centres, Madame Tussauds, Sea Life Centres, The Dungeons and Peppa Pig World of Play.
The company has “proudly entertained and inspired millions of guests in our attractions throughout China for almost 20 years”, said Scott O’Neil, CEO of Merlin.
Merlin, O’Neil said, is growing its presence in the Chinese market and will develop “the biggest and most innovative Legoland resorts in the world”.
“From avatar interactions to immersive shows, we look forward to introducing Lego enthusiasts, families and theme park guests to a next-generation digital experience at our new resorts in Shanghai, Shenzhen and Sichuan, as well as the potential for additional attractions,” he added.
The decision to build new Chinese resorts “is testament to our confidence in China’s economic potential”, said Siegfried Boerst, managing director of Legoland resorts in China.
“Theme park experience of the future”
With Tencent, Merlin aims to create “a family-friendly digital guest experience that is tailored to the needs and preferences of Chinese families”, Boerst added.
Groundbreaking technologies will be utilised to offer “a seamless, personalised, smart, and innovative digital guest journey”.
“As a leading technology company with deep digital innovation expertise and extensive user service experience, it is one of Tencent’s major goals to help elevate various industries through digital technology,” said Dowson Tong, Tencent’s senior executive VP.
“Tencent has been working in the culture and tourism industry for many years, and we have accumulated a wealth of digital solutions and service experience in the field of theme parks,” added Fang Tengfei, VP of Tencent Cloud.
Images courtesy of Merlin Entertainments
