The Future of Attractions – and the value of Play

Today’s audiences don’t just consume entertainment; they expect to participate in it. Millennials, Gen Z and Gen Alpha have grown up in a world of interactive media, games and social connectivity. They expect:

• Immersion: Attractions that invite them into the action rather than keeping them at arm’s length.
• Social engagement: Experiences designed for interaction, collaboration, and competition.
• Personalisation: Unique and adaptable experiences that cater to their preferences and choices.

Play isn’t a trend-its the foundation for the future of visitor attractions.

Play is more than fun; it’s a transformative force that redefines the guest experience:

• Deeper Immersion: Guests become active participants rather than passive spectators.
• Repeat Visits: Progression systems, adaptive challenges, and personalised experiences provide reasons to return.
• Revenue Growth: Interactive experiences create new revenue streams, from personalised merchandise to exclusive upgrades.
• Crowd Management: Playful zones naturally manage guest flow and alleviate congestion.
• Stronger Connections: Shared play fosters emotional connections, creating lasting memories and brand loyalty.

Play is universal. It transcends age, language, and culture—making it the ideal catalyst for modern attractions.

The boundaries between physical attractions, home experiences and digital spaces are blurring. To design experiences for Play Native audiences, attractions should consider:

• Physical Space: How can play enhance the attraction’s real-world footprint?
• Home Space: What elements of the attraction experience can extend into guests’ homes?
• Digital Space: How can attractions integrate digital and physical realms seamlessly?

By embracing these interconnected play spaces, operators can expand engagement beyond the venue bounds and create persistent, evolving experiences.

Looking ahead, the convergence of emerging technologies, AI, AR, MR and real-time interactivity is revolutionising the way attraction operators can engage with their audiences, at scale. 

Here are seven key trends we are particularly excited about and what a lot of our internal R&D is currently focused around:

1. Hyper-Personalisation and Adaptive Play

Static attractions are a thing of the past. The future is dynamic, reactive, and deeply personal.

• Real-Time Personalisation: Attractions that adapt to guests’ choices, making every visit unique.
• Non-Deterministic Play: Adaptive systems ensure that no two experiences are alike, giving guests a reason to return.
• Personalised Artifacts: Take-home souvenirs that extend the attraction’s magic beyond the moment.

2. Collaborative World-Building

Attractions aren’t just about storytelling anymore; they’re about co-creating experiences with guests.

• Dynamic IPs: Instead of static narratives, imagine intellectual properties that evolve based on guest interactions.
• Co-Authorship: Guests shape the lore and narrative, fostering emotional investment and replayability.
• From Scripted to Improvisational Play: Enables responsive storytelling that adapts dynamically to guests’ actions.

3. Blended and Extended Realities

Play is no longer confined to a single location—it seamlessly moves between digital and physical spaces.

• Connected Worlds: Earn rewards in real life that unlock digital content, and vice versa.
• Mixed Reality Technology: Layer interactive digital elements onto physical attractions to extend the physical bounds of the real world.
• Persistent Digital Extensions: Keep guests engaged through digital touchpoints long after they leave.

4. Persistent, Evolving Storytelling

Why should the story end when the visit does? Attractions can now extend narratives beyond the venue.

• Living Worlds: Attractions that “remember” guests’ past visits and choices.
• Omnipresence: Guests remain connected to the experience through apps, wearables, and online communities.
• Community Goals: Group-driven narratives where guests influence unfolding events.

5. Real-Time, Dynamic Spaces

Using gaming technology, virtual production and multi-depth projection to transform the experience in real time, creating fresh experiences with every visit.

• Responsive Set Design: Environments that shift dynamically based on guest interactions.
• Non-Linear Storytelling: Higher agency, meaningful choices, and dynamic outcomes.
• Multi-Use Spaces: Modular environments that change throughout the day to offer varied experiences.

6. Autonomous Actors

The future of guest interactions isn’t scripted—it’s responsive and dynamic.

• Autonomous AI Characters: Characters that remember past interactions, evolving relationships over multiple visits.
• Conversational Play: Seamless, natural interactions with AI-powered characters.
• GenAI as a Social Facilitator: AI-driven actors that enhance group play and storytelling.

7. Immersive and Experiential Retail

Retail is evolving into an attraction in its own right, driven by play and interactivity.

• Retail as an Experience: Stores that function like themed environments or interactive game zones.
• On-Demand Customisation: Guests create personalised, exclusive products on-site.
• Experiential Merchandise: Take-home souvenirs that continue the play experience beyond the park.

Play is no longer a niche component of the guest experience, it’s the backbone of successful attractions. It drives engagement, deepens emotional connections, and fosters guest loyalty. Forward-thinking operators who embrace play-based innovation will not only survive but thrive in this new era.

The future isn’t just about bigger rides—it’s about building worlds where every guest becomes the hero of their own story and has the opportunity to connect with the space and others around them in much more deeply personal ways. 

This is just the beginning.