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story is being told in the first place. Without that clarity, media-based projects can quickly become driven by technical specifications over creating meaningful experiences that guests remember for months, even years to come. Whether the goal is to inspire wonder, create
excitement or fear, or shift perspective, experiences should be designed around storytelling and feelings, and then technology should be used intentionally to guide guests towards your intended outcome.
Collaboration is key There are countless questions involved in designing a media-based attraction. How early should technology be considered? Should ideas be shaped around existing tools? Or should ambitious projects lead the search for new solutions? Is it possible to develop new technology for this specific experience? Once the narrative is defined, technical teams
should be involved as early as possible to help answer those questions. You could spend hours, days, or even weeks designing an incredible experience, only to find out your technical ideas aren’t achievable within your timeframes, budgets, or resources. Collaboration between creative and technical teams is essential to ensure ideas remain authentic and exciting, but also practical and financially viable. That said, I believe it’s important to really
evaluate how much technology will enhance the experience you’re trying to create and if it will truly benefit your guests. If technology is truly going to help, close collaboration between technical and creative teams, with a shared understanding of the end goals will result in an experience that feels cohesive, meaningful, and memorable.
Tech done well At Wild Creations, we work across many tech and gamification projects for the world’s largest theme parks, attractions and cruise ships, where experiences must appeal to broad audiences while operating reliably every day. Escape rooms are a strong example of how
technology can be used effectively without overwhelming the experience. We’ve worked on escape rooms for Norwegian Cruise Line, where technology is very present – but it’s always there to support the narrative. The technology works hand in hand with physical props, sets and puzzles to keep people engrossed in the story. Another great example I’ve come across is the
Mario Kart: Bowser's Challenge ride at Universal Studios in Osaka, Hollywood and Orlando. It uses augmented reality brilliantly, but the AR is layered on top of physical sets and tangible scenery. You’re not just wearing a headset and staring at digital content – you’re moving through a real environment, with technology adding to the sense of play and competition. That balance is key.
Enhance, don’t replace Ultimately, the success of technology in attractions should be measured by its impact, not its scale. The most memorable experiences are rarely those with the most tech, but the ones where media elements integrate so seamlessly that guests remain completely immersed. People still crave physical experiences –
they want to touch, feel and explore physical environments that feel authentic. Technology works best when it enhances those elements, rather than replacing them entirely. The industry appears to be recognising this shift.
Attending an IAAPA event just a few years ago, you’d see dozens of firms using VR headsets, now it’s just two or three. This could be the result of the attractions sector acknowledging that tech for tech’s sake doesn’t create meaningful experiences, and that actually, the impressive part is how effectively it supports storytelling, strengthens immersion, and helps create moments guests remember long after they leave.
SUMMER PART TWO 2026
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