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