In the dawn of the new normal, augmented reality (AR) and virtual reality (VR) have surged to the fore. Several industries, notably the Leisure & Attractions industry, are debating the long-term viability of AR and VR. However, before predicting the future of these technologies, it’s necessary to first comprehend what they are.
Matt Wells, CEO of Frontgrid, said: “People want to get back out and socialize with their friends, but the group gaming experience has to be considerably better and more interactive than anything they can do on a console at home. The most successful operators realize this – they know they can’t rely on the same old attractions and expect to stand out”.
He continued: “The recent announcement by Facebook has further fuelled interest in multiplayer immersive experiences even further, with 2.62 million searches for the term Metaverse recorded in October 2021.
Cutting-edge immersive attractions should be part of the mix for any entertainment center seeking to compete and attract guests”.
Claire Monkton, Sales & Marketing Coordinator at Simworx, said: “Our VR attractions remain incredibly popular, with hundreds of VR experiences installed throughout the world. We are continuing to develop new and exciting VR products, and our newest VR product – Alpine Racer VR – combines a unique motion element with VR to provide riders with an interactive experience of speeding downhill on a skimobile with competitive gameplay elements. With regards to our most popular attraction, this is probably our Immersive Tunnel, which was quite a game-changer for Simworx when we first introduced it. It’s a Universal Studios standard attraction but at a price point accessible to mainstream theme parks”.
Simworx, one of the world’s leaders in the supply of media-based attractions to theme parks and visitor attractions.
When asked about what the next decade holds for AR and VR, Jonathan Nowak Delgado, the Co-Founder & Managing Director of SPREE Interactive, said: “We at SPREE Interactive believe that new technology platforms like AR and VR will level up the gaming experience to a whole new level. The VR and immersive entertainment industry has evolved quite dramatically.
Some of the main drivers are decreasing hardware cost, more powerful mobile chipsets, rendering mobile capabilities, and innovative ideas from the creatives. The deep underlying human desire to share great experiences with others will stay the same, if not increase after the lockdowns”.
He continues: “When innovating for the millennial generation, you’ll very quickly observe the new behaviour patterns: experience over ownership. It needs to be shareable on social media. These trends are exactly what, at SPREE Interactive, are guiding our product development.
SPREE Interactive is a pioneer in delivering turn-key large-scale, multiplayer, free-roaming commercial VR attractions for the LBE industry.
“The technology of virtual reality is rapidly changing traditional entertainment and it’s opening a new unimaginable world of possibilities. Our VR Bumper Car attraction, licensed by VR Coaster, is one example of how VR can revive a classic attraction for the modern era and create a totally renewed experience”.
Stuart Wood, International Sales Manager of BANDAI NAMCO Amusement Europe Limited, said: “Technology continues to evolve, with headset-mounted leap motion sensors replacing physical hand-strapped trackers to further lighten external baggage that weighs a player to their reality.
VR has a long-drawn past filled with both shortcomings and strength, but we’ve reached an era where its discoveries and advancements are snowballing far more rapidly, and its action-packed future is infinite”.
BANDAI NAMCO Amusement Europe Limited is a coin-operated amusement machine distribution company serving the EMEA region.
Frederic Fitoussi, Managing Director, Palais Royal Technology said: “Businesses looking to VR should focus on providing a customer journey and experience starting from when you enter your VR area – VR on its own is not all. It is only one part of the experience”.
He continued: “The VR experience should combine a customer journey and a social environment for players and non-players, starting from customer services and interior design to side offerings to fit customer demands. VR licensed games and experiences selections are key.
They should fulfil the operator’s need for entertainment value for the guests and capacity, while balancing your investment required. To succeed in VR, you will need to combine all those elements with a turn-key solution to provide the perfect experience to your customers”.
All the Leisure & Attractions professionals quoted in this press release are MENALAC members. MENALAC is dedicated to being a credible resource for industry data and statistics among other objectives.
The notion of augmented reality (AR) is the use of audio and digital imagery to enhance the world around you in real time. Virtual Reality (VR), on the other hand, does not improve the reality around you; rather, it simulates it. Both technologies have a “transportative” quality to them, improving or transporting users to a different reality. They also engage users, which is an important characteristic in today’s attention economy. They keep consumers interested and engaged by providing a unique experience.
AR and VR in entertainment and media were worth US$5.12 billion in 2019, according to Analytics Insight, and are expected to grow at a CAGR of 31.8 percent to US$45.20 billion by 2027. The film industry, live events sector, sports, gaming, and theme parks/amusement parks are all subdivisions of the entertainment industry. Each of these subcategories could use augmented and virtual reality in distinct ways.
The leisure and attractions industry is only one of several that are embracing new technology. AR and VR are making inroads into a variety of industries, including education, healthcare, transportation, and retail. The key to understanding why these technologies are so popular is to look at the people involved.
The entertainment industry has reopened since the outbreak. Consumers now have tremendously high expectations after 18 months of playing video games and socialising online at home. And the Leisure & Attractions industry is in a similar predicament in terms of satisfying this hunger for innovation.
Frontgrid, a global producer of new adventure experiences for leisure and entertainment operators, highlighted a bridge between our current reality and a virtual one when questioned about the expanding market for AR and VR.
There are a few crucial factors that operators must improve if they wish to prosper and sustain their product with any new technology:
– Ease of use
– Affordability
– Innovation
Timely adopters of AR and VR are already reaping positive results.
With their influence across several industries, AR and VR are here to stay.
Embracing these technologies, and executing them correctly, could lead to lucrative opportunities for Leisure & Attractions operators. This will not only revive their strategy but also give them a competitive edge in the near future.
