#1268 – Entertainment’s Immersive Perspective

AI Constructed Brief

Marking a rapid expansion of immersive attractions leveraging projection-based XR platforms offering frictionless, IP-driven experiences across LBE sectors. Notable developments include new immersive enclosures like NeoXperiences’ ‘Angry Birds’ and Immersive Gamebox’s self-service units, expanding globally amid market restructuring. The rise of large-scale immersive environments, 4D theaters, and flying attractions from Asian and Western manufacturers signals a shift toward mid-scale, social, and phygital experiences. Concurrently, licensing and transmedia strategies are fueling content-driven attractions, with increased brand integration in entertainment, cruise, and theme park sectors, highlighting a significant trend toward immersive, IP-centric, and digitally connected experiences in the entertainment ecosystem.

Full Stinger Report

We look at the growth in immersive attractions that offer a new level of entertainment without encumbering the players. While we also look at the developments resulting from the licensing industry’s major US trade event, and how a Transmedia future will shape this investment.

Unique Immersive Experiences

While CinemaCon 2026 was focused on projection for the big screen, the growth in projection-based entertainment (Immersive Enclosure) projection in the LBE sector were gathering pace. These XR platform offering a “frictionless” approach to immersive the audience needing no cumbersome headgear to experience the game environment. And with many of the new enclosure systems, the use of movie and streaming IP in their game content is prevalent.

Developer NeoXperiences reveals their new release ‘Angry Birds: Dash or Crash!’ – with the game reacting to players movements – the latest entrant of the Rovio Entertainment property into the attraction’s scene. This coming as Rovio (owned by SEGA Corporation) revealed plans for a new movie instalment for the popular bird clan – and a concerted transmedia effort to push the property.

Developer of standalone immersive enclosure installations, Immersive Gamebox signs 30 facility franchise agreement with Beyond Box Operations (BBO). The agreement will see the partnership leverage BBO to open across the UK facilities based on the immersive projection experience developed by Immersive Gamebox. This had been the focus of the company prior to its recent financial upheavals and restructuring after entering administration in 2024. The operation would eventually receive new investment, towards operating some 32 sites globally, and looking to expand its portfolio. Many of the game experiences on their platform licensed movie and streaming IP such as Ghostbuster, Squid Games, Floor is Lava and Batman, as well as their own Angry Birds license.

This expansion of the portfolio comes as the corporation undertakes a new positioning in the market with the announcement that they will be offering a standalone ‘Gamebox’ immersive enclosure that is self-service. The 150-sq.,ft., enclosure has been developed to not need an attendant and is looking to be deployed in already existing entertainment venues, such as FEC, LBE and cinema locations. A major pivot from the original self-operation plans by Immersive Gamebox.

Experience Week Immersion

Projection based immersive spaces beyond cinema were seeing greater representation as standalone venues. During the recent London Experience Week (LXW) 2026, the “Digital Black Box” venue growth was reflected. With a launch event at The Venue Picadilly Lights, along with Safari visits during the conference to NEON at Battersea Power Station, Outerlet and FRAMELESS. Sites employing either the latest projection mapping or incorporating the latest LED wall display technology to create an immersive “Phygital” environment for marketing, and experience promotion. Large audience shared reality environments that must prove a concern for the traditional cinema sector. For full coverage of the developments at LXW’26 check out our sister publications coverage of the week’s events at the Entertainment Social Arena (ESA).

One of the aspects of the changing cinema and immersive experience space is the rise of new generation 4D and Flying Theaters (Soaring Attractions). Where once cinema theaters would have had the high ground, then the migration to immersion with IMAX and 4DX, now immersive venues and mid-scale attractions gain momentum. Asian manufacturers such as Brogent Technologies, Huanrun Technology and FunInVR, or from Western developers like DOF Robotics who we mention later in our coverage of the Chinese amusement and attraction trade event. We can expect to see this aspect of the XR (immersive) scene grow as more LBE and FEC’s look for attractions to address audience numbers.

Returning to the London Experience Week 2026, and the organizers of the show invited publisher of the Stinger Report, and owner of KWP to host “Roundtable: Swinging London | What We Can All Learn From Competitive Socializing”. The full coverage of this round table can be seen in the next issue of the ESA, but we were lucky to have the creative vision behind the Gameshow Live concept, and the co-founder of Inception Group, feed a lively discussion. At the same time as the event and this roundtable, developments were continuing to shape the social entertainment scene.

One major development was the confirmation of the liquidation of ‘Point Blank’ chain of competitive socializing shooting and hospitality venues. All three UK operations permanently closed after the landlord entered administration, forcing the shutdown of the other sites. One of the early Competitive Socializing digital venues, the surprise collapse underpinned the volatility of this sector in the UK. We have already reported in previous Stinger Report the closure of the Layered Reality operation behind the immersive experiences ‘Elvis Evolution’ and the ‘Jeff Wayne’s the War of the Worlds: The Experience’. Attendee’s from LXW’26, some of the last to visit the sites before they were shuttered.

Along with closures, the social entertainment scene has been awash with new opening (for a comprehensive list be sure to watch / listen to ‘Open And Shut’ podcast from the LBX Collective). New development that took place around this timeframe included the opening of Gameface in Manchester at the Printworks entertainment hub. Along with rumors regarding the much-anticipated Crossbar competitive socializing soccer experience, sources reporting on the Liverpool site testing progress (more details to follow). But one of the surprise developments from an amusement perspective was the announcement that the trustees of the StarCity Birmingham entertainment hub were in negotiations towards getting new permits to facilitate the launch of the first UK Chuck E. Cheese venue. CEC Entertainment looking to open the first Eatertainment children’s restaurant in the country. We will keep our readers updated on progress.

Speaking of trade events and immersive theater attractions – the recent Seatrade Cruise Global convention took place in Miami Beach, Florida. The gathering for the cruise line business saw an inclusion of several immersive entertainment developers offering new entertainment elements to be incorporated into existing and new cruise line ships. Regarding media-based attractions and DOF Robotics took an example of their compact flying theater systems, that we reported on during AEI’26. The company also launched their ‘Diving Bell’ with a prototype of the motion base sub nautical attraction. This building off the company’s ‘Nautilus’ mini-sub simulator attraction concept.

Also launching new concepts that want to take a passage on the latest cruise ships – ConductR presented their new ‘Moon Climber’ gamified active entertainment experience with real time digital game layer around a climbing course attraction. A concept that can work equally well in active entertainment venues, the gamification of this attraction offering a new revenue model. Along with this the company also revealed ‘Luna Midway’ – a series of midway style amusement encloses all run off swipe card, and ruggedized for deploying as standalone, unattended amusement. Again, focused both at the cruise line business but also offering amusement in a package to appeal to social entertainment.  The cruise line sector is looking at a greater social entertainment offering onboard as they look at updating their overall entertainment and mid-scale attraction approach. This years’ Seatrade convention, as well as the next Cruise Ship Interiors expo, are seeing a greater representation from the amusement and entertainment manufacturer scene. This compared to previously depending on sales agent support.

Branding is Everything

Continuing the investment in Transmedia crossovers, and moving from amusement, movies, live events and immersive entertainment. All these aspects were consolidated into the Licensing Expo 2026, that took place in May once again in Las Vegas, at the Mandalay Bay Convention Center. The gathering of movie, toy, apparel and all things intellectual property took on an increased fervour for all things LBE. The trade exhibition conference program included sessions looking directly at the impacts of Out-of-Home entertainment and the opportunities within.

One such session was entitled “Beyond the Controller: How Gaming Brands Are Shaping Mainstream Entertainment” with a panel session including two groups that have had a major impact in recent new amusement and LBE releases. CD Projekt RED was one of the panellists, their ‘Cyberpunk 2077’ IP having been deployed in LAI Games and UNIS Technology releases. While Ubisoft, who also attended this session have LAI Games amusement involvement under their belt. The session also included the voices from Think Influence and Supercell – and while skewed in a consumer direction, LBE still was seen as a major business opportunity.

Coinciding with the licensing show, and Pixel Games announced a continuation of their partnership with ATARI, looking to release the ‘Official ATARI game pack’. This pack allows interpretations of classic ATARI arcade releases ‘Missile Command’, ‘Dominos’ and ‘PONG’ to be played on their interactive illuminated floor (IIF) game platform. ATARI working hard on promoting their large IP library and returning to the well of amusement seems fitting just before their 55th anniversary. Regarding Pixel Games, the company also announced a partnership with Slick City Action Parks to install their IIF game platform across the 31 active entertainment facilities in the US and UK. Slick City looking to add phygital entertainment additions to their active entertainment venues, as with our previous coverage of their VR arena partnership.

Regarding the IIF game platform genre, ‘Augmented Games’ from Moment Factory was confirmed to be installed at the Ridley Centre in Adelaide Showground, marking the Australian debut of the platform, operated by festival owner Illuminate Adelaide – running across eight play areas. In other LBE related news, and Moment Factory revealed a partnership with Mitsui Fudosan for new entertainment business to enter the world of Pokémon, starting in Europe in spring 2027 – enters the Location-Based Entertainment (LBE) space. Little more information was available at this time of the exact makeup of these Pokémon LBE developments, but it can be expected they will have a high Phygital factor.

A continued drip feed of movie, streaming and brand IP into the LBE sector is turning into a torrent. It is difficult to ignore the impact that licensed game and experiences are having from the use of Netflix properties in Virtual Adventure projects. The deployment of new amusement pieces based on movie or videogame IP – as well as venues promoting content licensed to a big brand. The Transmedia fingerprints are all over the LBE industry.