Page 38 - #194 Oct/Nov 2024

RLI LEISURE INSIGHT

Engagement

Beyond the Rides BERLIN

In our Leisure Insight this month, Kiryl Chykeyuk, CEO & Founder
of HYPERVSN, speaks to RLI about how entertainment companies
around the world are attracting new visitors with holographic solutions
and how this adds an extra layer of engagement for customers.

he latest innovations in smartphones, the entrance. The solution is to integrate ability to become an attraction of their own
Ttablets, 3D imagery and Ultra HD graphics a number of interactive technologies to and delight families when they visit. It could
are driving new standards in visual experiences. encourage people to engage with what they even host a live event, such as a quiz, to elevate
Consumers now expect high-quality content to see and ensure they keep their focus. engagement with numerous attendees.
be instantly accessible and the mass availability New visual technologies such as holographic Another exciting development is the
of streaming services has set new expectations displays, augmented reality (AR) and 3D emergence of “phygital” experiences, where
when it comes to experiences outside of the projection mapping are raising the bar for what physical and digital elements seamlessly
home. For example, public leisure spaces, is possible in public entertainment spaces. combine. Rather than encourage attendees
including amusement and theme parks, are For example, parks could replace traditional to interact with a purely digital deployment,
falling under this remit. information kiosks with AR-enhanced wayfinding physical elements can add realism. For EVERY VISIT IS
The attractions industry is therefore under systems, which overlay directions and points of example, attendees could pull a physical lever
increasing pressure to engage with attendees in interest directly onto the visitor’s field of view to initiate the spinning of holographic reels
new and innovative ways. Recently, Universal via their smartphones or AR glasses. for an opportunity to win prizes. This could
Studios Hollywood announced Universal Fan Holographic technology can also play a be incorporated at the entrance of the park
Fest Nights for 2025, interactive and immersive crucial role in creating more engaging and to engage visitors from the first interaction. A SWEET ESCAPE
ticketed events that will be focused on major memorable experiences. Imagine navigating A number of interactive games with phygital
franchises including Star Trek, Back to the through a park where famous characters elements can be dotted around the park to
Future and Dungeons & Dragons. It will even from popular films or games appear as lifelike encourage further engagement.
include themed foods and new merchandise, holograms, providing information about Prominent brands such as Coca-Cola have
including collectibles, apparel and drinkware. attractions and where they can be located. already utilised this technology in retail settings with
It’s a reflection of the efforts that the industry There are a number of potential avenues that high footfall. Installed in several locations around AT YOUR PLAYCE
is now pursuing to create lasting experiences, holographic deployments can unlock. Zurich, Switzerland, over 17,500 slot machine plays
particularly as ticket prices increase to raise were performed to win various prizes, with the
expectations to even greater levels. Creating memorable brand looking to promote its Zero Sugar product.
The aim for attractions companies today is experiences that last a lifetime
to leave a lasting impression on attendees and Holographic solutions are a transformative Enriching the attendee journey
generate a positive word-of-mouth, thereby visual enhancement, but integration with As the attractions industry continues
generating further ticket sales. But where else is other emerging technologies can take them to evolve, the integration of advanced
technology evolving to help organisations drive to the next level. For example, AI integration technologies such as holographic displays,
innovation in their parks? can empower holographic chatbots to answer augmented reality and AI-powered solutions
questions in real-time. Visitors could have is becoming essential to meet the rising
How to tackle engagement disconnect their query answered in the language of their expectations of modern consumers. These
Digital displays have long been a staple of choice, preventing any attendee from being innovations are able to create deeply immersive
theme parks. They often provide information excluded from the experience. Holographic and personalised experiences that resonate
such as ride times, maps and safety guidelines. solutions can tell stories or even participate with visitors long after their visit, encouraging
They even make use of real-time data as well, in live performances, adding a dynamic and loyalty, repeat visits and new customers via
such as waiting times for the most popular personalised element to the park experience. positive word-of-mouth. By bringing physical
rides. But in 2024, these static displays are often A chatbot, or personal assistant, could take and digital elements together, parks can offer
falling short of the immersive experiences that on any form and personality, such as a mascot unique phygital experiences that captivate
guests now expect. for the organisation in question or a well-known guests from the moment they enter, leaving
Organisations also need to consider the fictional character that resonates with children. ageing digital displays behind. Discover Cinemaxx, NBA Store, Peek & Cloppenburg Conscious Store,
problems posed by information overload. Disney has already incorporated this concept The key to success for theme parks and other Manifesto Market and much more at Potsdamer Platz!
Inundating them with a number of digital signs into its theme park experiences, with a digital attractions lies in their ability to continuously
can lead them to filter out the noise, making character from the film Finding Nemo able to innovate. Cutting-edge technologies, such as
these deployments redundant. Organisations answer questions in real-time. This means that holographic solutions, can set new benchmarks
must therefore consider how they can each 15-minute conversation is entirely unique, for entertainment and engagement, replicating
strategically transform the experience for enabling attendees to benefit from a personalised the immersive experiences that have become a
attendees from the moment they walk through experience. Holographic characters have the staple in the homes of consumers. potsdamerplatz.de
@potsdamer_platz
38 RETAIL & LEISURE INTERNATIONAL OCTOBER/NOVEMBER 2024