Individualized amusement park experiences: Custom thrills

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  Quantumrun Foresight
• June 27, 2024

Insight summary

Theme parks are integrating virtual reality (VR) technology to create immersive and interactive visitor experiences without traditional headsets or glasses. This innovation allows animations to be projected onto physical objects within the park, tailoring the adventure to individual preferences and interactions. The movement towards personalization extends to using visitors' digital footprints to customize attractions further, highlighting the potential for enriched experiences alongside emerging concerns over privacy and data use.

Individualized amusement park experiences context

Disney has recently been granted a patent by the US Patent and Trademark Office for a "virtual-world simulator." This patent signifies a bold step towards integrating VR within Disney's theme parks, aiming to offer visitors an immersive experience. By utilizing a sophisticated computing platform, complete with a hardware processor, tracking system, and handheld devices, Disney intends to transform theme park visits into dynamic, interactive adventures, allowing guests to interact with their surroundings in novel ways.

The technology employs multiple projectors to create a three-dimensional (3D) simulation of virtual environments, projecting animations and visual effects onto physical objects within the park. This approach enables a personalized experience for visitors, where the perception of the environment can shift dramatically based on one's location and interaction with the space. For example, a simple room could be transformed into the enchanted world of "Beauty and the Beast," where a plastic cylinder becomes a lifelike, holographic enchanted rose. Unlike augmented reality (AR), which overlays digital imagery on real-world views through screens, Disney's system projects directly onto the environment without needing headsets or glasses.

Disney has also unveiled plans to deepen the personalization of theme park experiences through integration with Disney+, the company's streaming service. Disney aims to tailor theme park adventures to individual preferences using data on visitors' viewing habits. This innovation is complemented by indoor positioning systems (IPS), which use Wi-Fi, Bluetooth beacons, and Radio Frequency Identification (RFID) to offer real-time guidance, reduce wait times through dynamic queue management, and enable personalized recommendations for attractions, shows, and dining. 

Disruptive impact

Guests can enjoy highly tailored experiences that align closely with their interests and preferences, potentially leading to more memorable visits and a deeper emotional connection to the park's themes and characters. This customization could also reduce time spent in lines and increase the efficiency of visitation, allowing guests to experience more attractions that appeal directly to them. However, there could be concerns about privacy as parks collect and analyze detailed data on visitors' behaviors and preferences, raising questions about how this information is used and secured.

Meanwhile, amusement park companies can increase customer satisfaction and loyalty, encouraging repeat visitation and positive word-of-mouth, which are invaluable for sustained success. Additionally, the data gathered from these personalized interactions provides deep insights into consumer behavior, enabling parks to optimize operations, develop new attractions that meet precise guest desires, and tailor marketing strategies more effectively. However, the financial investment in the technology required for personalization and the ongoing costs of data management and analysis present a substantial challenge.

For governments, the rise in personalized experiences can boost tourism, contributing to local economies through increased spending in parks and surrounding areas. This trend could also require updates to data protection and privacy laws to safeguard visitors' personal information. Furthermore, governments may need to facilitate cross-border collaborations to support the global tourism industry, ensuring that international visitors can enjoy these personalized experiences seamlessly, which could involve considerations around data transfer and regulatory compliance across jurisdictions.

Implications of individualized amusement park experiences

Wider implications of individualized amusement park experiences may include: 

• A rise in employment opportunities in the tech sector, as parks invest in developing and maintaining personalized experience technologies.


• Stricter data privacy regulations by governments to protect consumer information collected by amusement parks.


• A shift in educational programs and curriculums to include skills relevant to designing and managing personalized experiences in entertainment and hospitality industries.


• Increased small-business growth around theme parks, driven by targeted marketing strategies that leverage visitor data to offer customized services and products.


• New standards for environmental sustainability in theme park operations to minimize the carbon footprint of highly personalized experiences.


• A broadening of global cultural exchange as theme parks tailor experiences to diverse international audiences.


• The redefinition of traditional theme park business models, with a shift towards dynamic pricing strategies based on visitor preferences and real-time demand.


• An increase in cross-industry collaborations as theme parks integrate with other sectors like streaming services, gaming, and virtual reality companies to enhance personalized visitor experiences.

Questions to consider

• How could personalized amusement park experiences change how you plan your vacations?


• How might data privacy concerns influence your decision to participate in personalized entertainment?