- AI is analysing guest behaviour to optimise ride scheduling & retail experiences
- Operators are transforming underused urban spaces into green play areas for families
The family entertainment and gaming industry is undergoing a seismic shift, driven by the rapid adoption of immersive technologies and a growing commitment to sustainability. At the recent GTI Southeast Asia Expo, leaders from across Asia and beyond shared how virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) are transforming both guest experiences and the environmental footprint of major attractions.
Immersive technologies take center stage
VR and AR are no longer futuristic novelties-they are now central to the design of new attractions and the reinvention of classic experiences. According to Philip Whittaker, CEO of NEXR Entertainment, Universal Studios Singapore is preparing to launch Super Nintendo World, where rides like Mario Kart will seamlessly blend traditional ride engineering with cutting-edge VR, offering guests a hyper-immersive adventure that responds in real time to their actions. Similarly, China’s upcoming Legoland parks are integrating mixed reality and holographic sets, creating interactive environments that merge digital and physical worlds for visitors of all ages.
Smaller family entertainment centers (FECs) are also embracing these technologies. Experiences range from quick, four-to-five-minute VR games to longer, free-roaming adventures like those offered by Zero Latency, bringing high-end tech to local malls and community spaces. These innovations are not just about spectacle-they are designed to enhance social interaction, competition, and personalization, with leaderboards, companion apps, and loyalty programs powered by AI to tailor offers and experiences to individual preferences.
Continue reading at https://oursustainabilitymatters.com/the-next-level-how-vr-ar-and-ai-are-powering-a-greener-future-for-family-entertainment/ for the full article as DNA is transitioning our sustainability coverage to a standalone news site.
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