Page 54 - December 2021 / January 2022

SPECIAL FEATURE - IMMERSIVE ATTRACTIONS & EXPERIENCES

Captivating A

Global Audience

ECA2, Musical Fountain, Singapore

As Covid-19 continues to shape visitor attractions and experiences across the world, the
future continues to look positive and operators are moving forward with an optimistic
attitude. Over the next few pages RLI takes a look at the sector and highlights some key
trends and world-class examples of attractions and experiences that are a cut above the rest.

At its most basic level, an ‘immersive experience’ pulls a person into a new or augmented reality, enhancing everyday life by making it more
engaging or satisfying via technology. Immersive experiences look and feel different depending on where and how they are applied – an art
exhibition vs. a mobile app AR for example – however all of them remain committed to the same goal of improving everyday life through
technology.
In Michael Mascioni’s Chapter entitled “Scenario on Future of Immersive Media in Amusements Parks in 2038” within the book “50:50
– Scenarios for the Next 50 Years”, due out in March of next year, he explains that ‘Immersive’ has become a buzzword in the leisure
entertainment sector in the last four years. He goes on to explain that the scope of immersive entertainment experiences has broadened
considerably due to technological and creative enhancements and innovations.
“To some extent, immersive location-based entertainment has been recalibrated and better integrated in broader attraction portfolios and
agendas, partly due to a greater understanding of guest response and operational consideration, but also due to external conditions, such as
the pandemic. Location-based immersive attractions experiences seem to be generally more organic and immersive experiences generally
seem to add more dimensions to amusement parks and other leisure facilities, and are increasingly aimed at broader audiences.

54 RETAIL AND LEISURE INTERNATIONAL DECEMBER 2021 \ JANUARY 2022