Gamified entertainment | Chaos Karts [Video]

Gamification continues its transformation of experiential entertainment, turning once-passive attractions into interactive adventures where visitors participate in challenges and engage with stories.

Seeking to extend stays and encourage return visits, attraction operators are delving into a diverse toolkit of interactive technology. A 2021 study found that gamification elements such as leaderboards, badges, and challenges can increase theme park attendance by up to 10%. The study also found increases in dwell times, F&B revenue, and visitor satisfaction.

It’s no secret that gamified entertainment increases engagement. But it also provides opportunities for revenue through in-game purchases and merchandising while generating invaluable word-of-mouth marketing through social media. It can also lead to more cost-effective operations, optimizing throughput and improving sustainability. This is thanks to the easily updatable media-based content and efficient visual technology.

Exemplifying this transformation is Chaos Karts, the UK’s first live-action video game experience that combines real-life racing with augmented reality. …