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The location-based entertainment (LBE) model is tried, tested, hugely successful…and under greater pressure than ever before. A rapidly-evolving digital society has more options for how to spend its leisure time than at any point in history, and the competition amongst visitor attractions for share of mind, time and wallets is fierce. The best are responding positively, proactively exploring new opportunities to innovate and take the visitor experience to new, previously unimaginable levels. Immersive technologies including augmented reality are at the forefront of this brave new world.

To learn more about AR and what it can do for your visitor attraction, read on below or get in touch


Although the names leading the way – Disney and Universal – are exactly those you would expect, given the depth of their pockets, quality of their IP and the scale of their portfolios, there is just as great an opportunity for smaller players to embrace AR.

The device capabilities (whether supplied by the attraction or brought by the visitor)  and quality of experiences now readily available in immersive tech are fast putting to bed any debate about the potential of AR. Magical, mind-blowing mixed physical and digital experiences are within reach of all, with the key differentiator being mindset and ambition, not tech infrastructure or budgets. 

Here are a few examples of the different ways AR can be used:

SEA LIFE Junior Ranger


Available via a free app, Roxy helps SEA LIFE visitors, especially families with kids aged 4-10, to understand more about the creatures they see by entertaining, educating and rewarding them through a series of engaging challenges. Kids can chat with Roxy and pilot her various craft (including a ray-like submersible and flying machine), and are encouraged to quiz their grown-ups on the facts they have learned along the way. Roxy rewards them with Ranger Cards, and at the end of the experience they become fully-fledged Junior Rangers! The goal was to increase dwell time by 10% but trials saw families spend on average 25% longer in the aquarium as a result of engaging with Roxy.

Read more about the experience here.


The Marvellous Missenden experience dramatises the inspiration that Roald Dahl took from his surroundings, by taking visitors to the Roald Dahl Museum & Story Centre on a magical journey through the village he called home. The museum had historically suffered from being seen as a 'wet weather destination', but by creating a digital, narrative-led journey beyond its walls, it suddenly had something to offer on glorious sunny days too.

Read more about the experience here.


Madame Tussauds is world famous for its lifelike models of celebrities but in a world of visual effects and digital experience, waxworks are beginning to lose their lustre. Fame Cam was designed to add a layer of immersive, digital engagement to the traditional Madame Tussauds experience, offering visitors the chance to get closer to their idols. By pointing their device at a model, they could spark AR content that brought their heroes to life or showed some of their stats. The effect was to deepen their sense of interaction and add dynamism to an inherently static experience.

Read more about the experience here.


As you can see from the examples above, AR can be used for a variety of different purposes. The most important startpoint is to identify the challenges you are trying to address. They might include traditional issues such as growing visitor numbers, frequency of visit, dwell time, satisfaction, advocacy and, of course, secondary spend, but can also be about attracting new audiences, engaging with people off site or expanding the footprint of the attraction.

So – what’s your challenge?

Kids using SEA LIFE Junior Ranger AR App

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