As Europe and the rest of the planet learns to cope with COVID, many are finding solace by enjoying the creative escapes of ‘active entertainment.’
Image courtesy of Merlin Entertainment Group.
The ability to add gamification to the physical experience has been a driving force in the leisure scene of late. Much of what is known as “active entertainment” innovation has taken place in Europe, with its extensive sports traditions that lend themselves to participatory recreation.
Following are some recent developments on this fast changing front.
- CSE Entertainment Ltd., a Finland based manufacturer of “exergaming” products, introduced its “iWall 3.0.” system, tracking players movements and representing them in a game. The system has a split life between a pure entertainment experience and physical workout, driving home the importance of active entertainment linked to gamification.
- Tag Active, based in Scotland, has linked its new wristband RFID system to “tag hub” units placed around a play arena — turning the activity into its own timed game, with scoring. The system also allows the operator to monitor usage and even run their active play space like a carpark, tracking those coming in and leaving, and promoting available slots. All while running same day competitions, generating repeat revenue.
- NeoXperience, a France based motion tracked screen game experience specialist, won the “Excellent Stadium Experiences” award at the European Reimagine Football Challenge. The concept was presented to AFC AJAX, one of the largest European football clubs, at the Johann Cruyff Arena in Amsterdam, and we expect to hear more on the development of the idea into reality. The company is also creating an immersive active experience center, based on its platform.
- TFOU Parc recently opened in France, an immersive interactive entertainment experience within a local mall, including a “Hoofs” attraction, based on the popular children’s character, that sees the interactive “NeoXperience” platform deployed for young guests.
- Sports Simulator Ltd., a U.K. based company that creates interactive sports experiences for numerous venues, introduced its projection screen, object tracking entertainment system. Comprising over 60 different sports activities simulated through the platform, the use of this type of technology in active entertainment, social entertainment and more conventional leisure entertainment deployment shows the growing versatility and interest in this approach.
- Combat Laser Games, the U.K. company known for its active laser tag outdoor platform, has included a new immersive scoring feature to its system that allows an entertainment venue to present the scores and achievements to the players in a better, more inclusive manner. But the big development from the company was the inclusion of a new “Hyper-Shock” feature that gives a mild electro-shock to the user when they are hit in the game, amping up the action and engagement and getting very physical.
- Osborne Technologies Inc., based in the U.K., installed an immersive space on wheels, the “SensoryMobile,” deploying the company’s “Aurora” immersive space technology. The cabin can be used as an educational space transporting players using visuals, lighting, audio and olfactory effects. The company also unveiled its “WizeFloor” projected surface system.
- Gravity Active Entertainment, the U.K. developer of mixed use leisure entertainment, having pivoted from an extensive trampoline and bounce-house venue portfolio, unveiled its first competitive socializing venue. Scaled to fit within an abandoned Debenhams department store in Wandsworth, London, this first venture comprises e-Karting, games from California based FunBox, AR darts from U.K. based 501 Entertainment and bowling — along with e-sports, mini-golf and an immesive Gamebox addition. This was a move more towards a young-adult drinking and fun environment and, with this first initial success, the company has made the announcement of a second venue.
- Gravity also revealed plans for a Liverpool, U.K. 100,000-square-foot venue — once again in an abandoned Debenhams department store in the area.
The international theme park, resort and LBE sector was recently rocked by the news that the two leading executives of U.K. based Merlin Entertainment Group informed the company they intended on retiring within 12-months.
Merlin now comprises some 140 attractions and 23 hotels, defined as the second largest entertainment attractions company in the world. However, after the acquisition of Merlin by the Lego family investment firm Kirkbi and Blackstone for some $7.5 billion in 2019, major restructuring of management and business had been expected, delayed by the pandemic.
Not missing a beat, however, Merlin recently opened its Lego Discovery Centre, featuring Legoland, Madame Tussauds and Sea Life Centres, in Brussels, Belgium, offering more than 3,000 square meters of fun, including a train ride on the Imagination Express and Lego movies in 4D cinema. Adults and children can play together through 12 zones, from construction adventures to interactive rides.
As Europe and the rest of the planet learns to cope with COVID, many are finding solace by enjoying the creative escapes of “active entertainment.”
(Editor’s note: Extracts from this blog are from recent coverage in The Stinger Report, published by Spider Entertainment and its director, Kevin Williams, the leading interactive out-of-home entertainment news service covering the immersive frontier and beyond.)