Interactive rides are supposed to encourage repeat visits, but is that what theme park guests really want?
I asked my website readers what element on theme park rides most makes them want to ride an attraction again. “Overwhelming detail” was the overwhelming winner, followed by physical sensations. Beloved themes, variable elements and short waits trailed, with interactive elements coming in last, chosen by just 1% of respondents.
And yet, major theme parks continue to announce new shooter rides, with the latest being Universal Studios Florida’s Villain-Con Minion Blast. Opening next summer, it’s going to be yet another screen-based shooter ride, except with visitors playing from a moving walkway rather than sitting in dark-ride vehicles.
Ultimately, as Disney’s Imagineers and other theme park designers are so fond of saying, storytelling drives theme park experiences. Yet too often, fans have been disappointed by the prospect of scoring points on a theme park ride when that game play ends up being a gimmick that distracts them from what should be a more complete experience.
Well-designed interactivity can advance a story rather than standing it its way. Universal’s Great Movie Escape, which opened just weeks ago in Orlando, provides a perfect example. Billed as escape rooms, these “Jurassic World” and “Back to the Future”-themed one-hour adventures are puzzle-driven attractions that deliver the group-based problem-solving experience that make modern video games compelling for so many players. And you don’t have to shoot a thing.
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