Wild Creations
www.parkworld-online.com
The power of seamless technology in attractions
Attractions have the power to shape emotions, create lasting memories, and infl uence how we think and behave. So says Matt Wild, Founder and Director of Wild Creations.
M
edia-based experiences exist across a wide spectrum, from subtle interactive moments to large-scale immersive
environments, and can be found in everything from theme parks to museums. The most effective experiences are often the
ones where the technology feels so seamless, you barely even notice it. Rather than demanding attention, the tech is there, doing its job quietly in the background – enhancing the experience while the audience is fully immersed in the narrative, the environment, and the moment.
Enhancing an experience The foundation of any great media-based attraction is a strong narrative. Tech should always serve the story, not dominate it. People like to see how impressive physical things can be – they like to use all the senses, especially touch, as it makes
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experiences truly immersive. Tech can sometimes too heavily influence or dictate the experience, when it should only add to or enhance those elements, rather than overpower them. A successful experience begins with a clear
goal. It’s important to set clear objectives of what you want the experience to achieve and what the guests should feel during and after. From there, you should create a plan that covers how the real world and tech can work together to tell the story and achieve your goal. Today, the challenge isn't the lack of available
technology, but the sheer amount of it available. It can be tempting to incorporate as much cutting- edge tech as possible, but this often comes at the expense of storytelling. If technology feels clunky and overcomplicated, it can lose users and immediately pull them out of the experience. But, when tech is purposeful and well-integrated, all the
audience will notice is that they are fully absorbed in the world you have created. Even with smaller budgets, memorable
attractions can still be created. If you are working with a low budget low, you really need to take the time to think about the hook of the experience and what will bring people in, then think about the technology and use it selectively to help bring your project to life.
Don’t forget the ‘why’ Every compelling experience starts with a strong story. Before considering screens, speakers, projections, or mixed reality, you need to understand exactly what you want guests to feel, remember, and take away from the attraction. This end goal then acts as a framework to guide every creative and technical decision that follows. It’s equally important to understand why the
SUMMER PART TWO 2026
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