ASK THE EXPERTS
WHY SHOULD RETAILERS KNOW ABOUT DOE?
Trade association chair Kevin Williams examines the latest developments in the emerging field of digital out- of-home entertainment (DOE) and its impact on retail and hospitality sectors
N
on-profit member’s trade organisation, the Digital Out-of-Home Entertainment Network
Association (DNA) recently reached a major milestone, welcoming of over fifty founding members to support the new organisation in promoting the DOE sector. Kevin Williams, DNA founding chairman said,
some major names from the amusement attraction and leisure sectors were welcomed. Representing the rapid expansion of interactive digital-based entertainment hardware, in the attractions, amusement, retail, hospitality, museum and leisure industries, DNA members comprise developers and manufacturers, alongside operators and suppliers of the technology in the sector, as well as those investing in the future of the business. Along with the development of the structure of
the association, it was revealed in July that a Yearbook would be released at the end of the year. At the same time the DNA board confirmed that a lucrative publishing agreement had been signed with leading publisher Gower for a brand new book detailing developments and innovation in this sector (DNA Association marks DooH milestones, RetailTechnology.
co.uk, 12 July 2013). Williams also highlighted the development
of entertainment facilities offering a retail-style presentation with an interactive entertainment element, which has gained momentum in recent years. One such development announced is a $40-million (£25.6m) children’s ‘mini city’ to be developed in North London as part of the successful KidZania empire. Planned as the fourteenth in the chain, the new entertainment and education centre will cover 80,000 square feet, targeting the four-to-14 age group and allowing visitors to experience various occupations in this replica of a real town – including a number of digital systems. Opening in July, London saw the first Emirates
Aviation Experience – an $8m (£5.1m) development offering visitors an interactive entertainment flying experience. The site includes the use of four commercial simulator cockpits for guests to try their hand at taking off and landing commercial airliners.
20 Autumn 2013
The venue uses near field communications (NFC) incorporated into special wristbands that allow access around the facility and incorporates a number of interactive touchscreen tabletop displays. The NFC wristband also activates special kiosks for the guest to send images and postcards to their social networks and can be used on a selection of actual airline seats to activate seatback entertainment. The venue is split into simulation, visitor information and educational elements of the airline experience. And it is located next to the Emirates Air Line cable car system operating near the O2 entertainment venue in Docklands. The marriage of the marketing message linked to
The venue uses near field communications (NFC) incorporated into special wristbands that allow access around the facility and incorporates a number of interactive touchscreen tabletop displays
an entertainment experience is a growing aspect of the new DOE horizon. The grand re-opening of the Crayola Experience in Easton, Philadelphia took place during May. The facility offers the ability for the visitor to create digital artwork at the heart of the refurbishment venue using many Tryten iPad kiosk stations, allowing users to create their own unique offering. The facility also includes large projection screens with motion that tracks and captures guests’ movements, representing them on screen in an attraction called ‘Doodle in the Dark’. The venue acts as a marketing promotion of the 110-year-old Crayola colouring crayon brand and builds on the use of digital creation kiosks and systems to draw a modern audience. Virtual reality (VR) is a trend that is gathering
momentum in the out-of-home entertainment sector. Following successful Kickstarter crowdsourced funding, the company Oculus VR has promoted the development of its ‘RIFT’ virtual reality head-mounted display. And a number of start-up companies are looking at using this kind of technology in pay-to-play locations – one such is VRcade that hopes to offer an entertainment destination building round immersive virtual reality hardware. The company is working on developing its first facility in Seattle, Washington, as a retail build-out project. Described by some as the ‘Arcade 2.0’ approach to the entertainment experience, Williams said there is great interest to see the first deployment of this technology.
www.retailtechnology.co.uk
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