Industry Insider
www.parkworld-online.com
Beyond the Screen: How ‘Phygital’ Play is Reshaping Children's Entertainment
The family entertainment industry has a hidden problem: it keeps building spaces for a generation of children that no longer exists. Tony Tertyshnyk – founder of Lumotion Studio – explains…
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or decades, the formula for a successful family entertainment center was predictable. Operators installed static
slides, massive ball pits, and foam block arenas, designing spaces for children who had never seen a touchscreen. But that generation has grown up. Today’s children are digital natives who have interacted with smart devices since before they could walk. They do not just seek passive stimulation - they expect dynamic, real- time reactions. In the digital world they inhabit daily, every
tap, swipe, and movement triggers instant feedback. A static plastic slide gives nothing back. It doesn't evolve, it doesn't challenge them
dynamically, and it certainly doesn't respond to their imagination. To capture the attention of modern children, the entertainment industry must evolve beyond purely analog play.
The Turning Point: When Digital Meets Physical Reflecting on this industry shift, Anton Tertyshnyk, Creative Director at Lumotion Studio, notes that the true power of merging physical play with digital responsiveness became undeniably clear during a landmark interactive aquarium project in Dubai. Instead of simply looking at screens, children were invited to draw and color their favorite sea creatures on paper.
Those physical drawings were then scanned, instantly bringing their unique characters to life on a giant projection-mapped wall. The kids could feed their creations, chase
them, and interact with them as they swam across the digital ecosystem. The impact was immediate and profound. In an era where parents constantly battle screen addiction, seeing children forget their smartphones and tablets so quickly was a revelation. They were entirely immersed in the physical space because it offered the same interactive magic as their devices, but on a collaborative, room-sized scale.
SUMMER PART TWO 2026
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