Immersive Here, Immersive There, Immersive Everywhere

Whether we're talking about immersive theatre, F&B or retail spaces, immersive experiences are everywhere. “Immersive” is a current buzzword, but the art of creating these types of experiences is not new. The recent change in audience demand has seen a new generation of immersive attractions and interactive theatre across several verticals. This sector is exploding, with attractions further engaging guests through brand-themed cafes, gamified experiences, AR and interactive art exhibitions. While the future promises continued growth, in a competitive landscape, authenticity and ongoing innovation are the keys to success.

At RWS Global, we have a long-standing track record of crafting impactful immersive experiences for our clients. We create everything from immersive theatre and F&B concepts tailored for cruise lines to AR trails, character-led retail stores, spine-tingling haunted attractions, FECs and engaging exhibitions. With all our services under one roof, the potential for creating and operating fascinating experiences knows no bounds.

It's All About the Brand…

At @IAAPA Europe this year, the presence of brands and licensors felt more prominent than ever before. However, that was no surprise, given the exponential growth of the Location-Based Entertainment (LBE) market. Operators are increasingly recognizing the advantages of incorporating IP-based experiences to attract fresh audiences and boost sales.

At @Brand Licensing Europe, almost every educational session or keynote speech revolved around the continuously growing advantages for IPs in the LBE market. The experiences provide an opportunity to deepen the emotional connection between the audience and the brand. In some instances, the audience must participate, acting as a part of the brand’s story.

Our industry has noticed a significant shift in demand from clients over the last couple of years. The traditional formats used to create experiences, just are not cutting it anymore. In this ever-changing world of live entertainment, destinations crave advanced innovation that will drive footfall to the area or venue, sell tickets and create organic marketing moments through social media. This is where LBE is leading the way. The most successful LBE experiences we've contributed to, are also multi-demographical and generational, which promotes emotional engagement. The growing popularity of LBE experience creation is an exciting movement to be a part of and will only continue to grow. We are proud to collaborate with large, well-known brands to make these experiences a reality.

Using Seasonal Events to Drive Attendance

Seasonal experiences are no longer just “nice to have.” They are now a necessity for most operators and attraction providers. Whether we are refreshing a venue with bespoke décor or creating dedicated attractions, many organisations feel a need to keep their seasonal experiences new and exciting to keep their visitors engaged all year long. These events have become a significant source of revenue. For example, a European park recently introduced a summer festival, which not only sold out but also delivered their most successful four nights of the entire season.

Our company has been at the forefront of innovation in seasonal experiences for clients worldwide. Our portfolio ranges from crafting multimedia-led winter light trails to introducing new IP-based attractions like the Crime Alley: Night of Chaos at Parque Warner.

Another interesting shift we have seen is that seasonal location-specific experiences help capture a new and niche market, whether it be producing a themed cruise for Marella Cruises, immersive seasonal weekends for our hotel clients or creating event toolkits for our theme park clients that they can activate during low-attendance periods.

To be the best for our clients, it is vital that we invest the proper time and resources into research, development and innovation. Our aim is not simply to keep up with industry trends but to actively shape them. This past summer, I spent quality time with existing and new clients around the world and had the pleasure of collaborating and learning from the incredible network of professionals in our industry – often over a cup of coffee or two!

2024 is already looking to be an exciting year for ted . I look forward to further expanding our reach and connecting with even more new colleagues and partners.