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Amusement Park Attraction Technology Trends

VIRTUAL REALITY IN AMUSEMENT PARKS
Could a virtual reality at amusement parks become a new hot trend?

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Who wouldn’t agree that technology is a more and more intrinsic to both our everyday lives and the creation of memorable visitor experiences. When theme parks reopen, plans will continue to expand upon visitor preferences for the use of technology from virtual reality to interactive activities. VR and AR possibly couldn’t come at a better time – as people are temporarily grounded at home, changing one’s physical reality is sure to become an even hotter trend.

VR is the place to start – it has already gained momentum in 2019, and is more and more a part of personal lives as we work our way through the shelter-at-home edicts due to Covid-19. So why not at theme parks?

Location attractions are on track to make up a strong percentage of the VR industry within the next three years, and designed to include interactive elements. Examples are already in place, globally. In the U.S., Universal and Ford launched an in-car VR experience, Universal Monsters Presents: Bride of Frankesten Holoride at Universal City Walk. Added to roller coasters, VR elements include motion bases and seats. Virtuix, developer of the Omni virtual reality treadmill and Omni Arena eSports attraction, creates motion-based experiences. Six Flags Entertainment was planning to introduce virtual reality to actual roller coasts in nine theme parks in March through a partnership with Samsung Electronics America. Mobile Gear VR is set to integrate with rides, and enhance every twist and turn on a coaster track.
Like VR, AR is already here. Augmented Reality attractions include reality-altering views at Disney, Universal, and Six Flags with Snapchat.  In addition, 2019 witnessed the launch of Harry Potter: Wizards Unite, the AR mobile game by Niantic.  Universal’s the Wizarding World of Harry Potter IRL appears in the “Muggle” world.

Robots are also no longer a futuristic idea: Disney has a patent on a Stuntronics program, in which robots perform stunts – including an animatronic stunt Spiderman for Disney’s new Avengers Campus. Unlike a human stunt person, the robot can’t get injured, alter the daily stunts, or in any way deter from the overall experience, which can be rendered more extremely and be more immersive.   

AI is coming too. Universal is readying a Comcast NBC Universal LIFT Labs Accelerator that allows face transfer and voice conversion. At last fall’s IAPPA, another AI-based possibility was presented: Project Eve. From Dreamcraft Attractions, Eve is based on an actor, and can play TicTacToe. The AI technology can potentially shape avatars that resemble real people. 

Disney Research is working to develop an interactive storytelling system as well, featuring experiences where people become involved as the star of their own stories.

Interactive tech is something that is already happening, from museums and attractions to theme parks. The Play Disney Parks app at Disneyland’s Star Wars attraction Galaxy’s Edge allows guests to do things such as translate alien languages. At Universal’s Epic Uniververse, Super Nintendo World will include a host of interactive elements including a wearable Power Up Band and a smartphone ap. The bands will be themed to fit different characters and allow competitions between guests and a collection of digital tokens or coins. At Universal Creative, senior VP and CCO Theirry Coup compares this technology to playing a life-size video game that makes users a character.

And in the world of esports, a vastly expanding multi-billion industry, technology is making these sports attractions more than a mere rival to conventional sports viewing, from entertainment venues to planned esports theme parks. GameWorks, an early adapter to esports, opened 40 esports lounges last year.

At the recent Tech 2020, the head of development at Mack Rides discussed lighting, and other integrative technologies in rides. Specifically, he spoke about the popularity of more immersive lighting features on roller coasters, such as the way in which the lights on the track followed the Slinky Dog roller coaster at night at Walt Disney World’s Hollywood Studios. He also discussed challenges such as the vibrations from a roller coaster and quick accelerations, but using current technology can help.

The main take-away besides challenges is the idea of an immersive experience. This covers a wide gamut of course, from employing gaming such as The Play Disney Parks app mobile game platform and utility tool used at Galaxy’s Edge, where smartphones can become customized experiential “data pads” in the Star Wars realm. Using the app creates a slightly different, personalized experience for everyone because of users’ choices about interactions and factions. The app’s tool kit consists of four functions: scan, translate, hack, and tune. The translate tool, translates alien languages. The goal: an interactive and immersive experience.

Similarly, on Legoland’s Ninjago ride, technology is also wearable, with a rider’s body serving as their controller. Wearables and smart phone apps should grow in popularity; VR will likely have an increasing significance on thrill rides such as roller coasters.

And immersive experiences will likely be one aspect of interactive ones. At the Mall of America in Bloomington, the Museum of Memories is both: with a playground attraction that is meant to conjure memories of childhood play. It’s also an Instagrammable attraction, but in many locations with such capabilities for photo fun, that is taking a back seat to more cutting edge technology-based fun: in short, amusements and entertainment are getting far beyond those illusions and photo ops with experiences that truly submerge visitors into worlds they may be able to help create.
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