How complex should interactive theme park rides be?

August 13, 2023, 3:16 PM · Over the past month, I have reviewed two new interactive attractions that just happen to illustrate the two different approaches toward interactivity on theme park-style attractions.

Should interactive attractions play like arcade shooting galleries or like more complex video games?

Treasure Hunt: The Ride on Monterey's Cannery Row is a classic shooting gallery ride. Just aim and fire your pirate pistol at the variety of targets around you. Sure, some targets are worth more than others, and you can buy an upgrade token that allows you to fire more rapidly. But the gist of the game is no different than the shooting galleries that you can find in arcade and carnivals everywhere.

Villain-Con Minion Blast at Universal Studios Florida can play like a shooting gallery, too. But for those who want it, Minion Blast offers a more robust video game-like experience. By that, I mean that you can sync the game with the Universal Orlando app, allowing you to advance to higher levels with multiple plays of the game, win tokens, unlock achievements, and customize your weaponry.

Disney's Toy Story Midway Mania was the first theme park interactive attraction that I recall where players could unlock higher levels of gameplay, as in a video game. Sure, the earliest interactive attractions, such as Buzz Lightyear and Men in Black: Alien Attack, had "Easter eggs" with high-value and even nested targets, but hitting those did not unlock other, hidden game tasks the way that Midway Mania offered with its video screen displays.

But Midway Mania did not support ongoing gameplay that connected each of your rides on the attraction, allowing you to advance to higher levels and unlock additional achievements the more you played. It would take integration with mobile apps to enable that kind of functionality, which Universal now has done with Super Nintendo World and Villain-Con Minion Blast.

That functionality was absolutely necessary for a successful Mario attraction, as video game fans have come to expect it as part of the franchise experience. But Universal didn't need to go that hard on a Minion shooter ride. Yet, it did - perhaps as a way to bring this type of extended gameplay to Orlando two years before its installation of Super Nintendo World would be ready for the public.

Does the public care, however? That is my question for you, today. Do you want this type of extended video game functionality in theme park attractions, or are you happy with more basic shooting gallery rides?

Obviously, as I said earlier, any fan can play an advanced attraction such as Minion Blast as a basic shooting gallery, and walk away happy with the experience. So the additional of that optional layer for the fans who want it isn't harming anyone. But I would like to get a sense of how many fans are out there who really want those options. How big is the market - as a percentage of theme park fans - for extended gameplay opportunities on interactive attractions?

So let's put this to a vote. Obviously, the quality of an interactive attraction also depends upon its theming, decoration, placemaking, and storytelling, so let's just assume that all those things being equal, what style of gameplay would you prefer?

What are the best practices that you would like to see theme park attraction designers follow with their interactive attractions?

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Replies (11)

August 13, 2023 at 3:32 PM

I definitely prefer the in-between approach of midway mania. I enjoy trying to unlock the deeper "levels" of each mini-game but don't want to fuss with the hassle of connecting my phone to the attraction. I'd probably feel differently if this could be done more quickly or more easily, say... by using your park ticket.

of course, I won't try villain-con until next month, so there's still time for my mind to be changed.

August 13, 2023 at 10:16 PM

For me, it comes down to "Is this an interactive ride or a ride-through game?" as in a theme park environment I much prefer the former. For example, Men in Black is what I consider to be the ideal level of interactivity, as the blasters and competitive element are used to enhance a solid dark ride while being simple enough that those with zero prerequisite knowledge can understand them. By comparison, Mario Kart is something I consider to have too high of an interactivity level for an average guest as while it is a lot of fun from a game perspective, those who aren't gamers will be so distracted by everything to really enjoy the ride, and it's not a particularly compelling attraction without the interactive components.

August 13, 2023 at 10:24 PM

I'd rather it just be a shooter since I already struggle maintaining a phone battery during a day at the parks and don't need anything else to drain the charge.

August 14, 2023 at 12:32 AM

I LOVE both Toy Story and MIB. I would 100% be interested in a more video game like experience where I can level up and unlock more. That was the most exciting part of Toy Story, and now that I know the tricks and don't have another level to get to without a second skilled player, the novelty is starting to wear off.

I have not played Minion Blast or Treasure Hunt, but I did get to play the Mario Kart Ride. I found myself frustrated by Mario Kart, not because it was too complicated, but simply because the onboarding was lacking. The steering system was not intuitive, and perhaps this would have been obvious if I had played Mario Kart more than 3x in the past decade, but I had to google after the first round to understand that spikey turtle shell creatures are all bad, and that I should not shoot at other Mario family characters... but if I remeber correctly from the actual game, it's every man for themself and you throw turtle shells at anyone. After googling tips between rides, although the game play mad a lot more sense, I was very disappointed to find very little to "unlock" in my next ride.

Perhaps having the wristband/app would have unlocked the extra layers I was craving, but the description doesn't imply it unlocks anything in the Mario Kart Ride, and I did not want to pay for an expensive upgrade to an already expensive park ticket. If it was free (or at least half of the current $40 price) I certainly would be interested. It does unlock some games and keeps track of points, but I haven't seen anything about those games to peak my interest enough to justify the upgrade imho.

Done right, I am excited about this future, but am wary of level ups that feel like a cash grab without the payout.

August 14, 2023 at 8:55 AM

I would be interested to know what proportion of theme park visitors are what we could call 'regular' and what proportion is essentially 'one-off'. I'd classify as the latter anyone who visits no more frequently than once a year. For many visitors trips to Orlando, whether for Universal or Disney, are so expensive they are once-in-a-while events. The significance of this is that attractions with a high level of interactivity that can be gamed to increase scores but only, essentially, with practice and repetition, are effectively appealing to and targeting that proportion of visitors who can be there on a regular basis. My hunch is that irregulars greatly outnumber regulars. It's not wrong to devise and attraction that will repay pass-holders who can go back again and again, but if that is done by making the one-off visitor feel overwhelmed then ultimately it's likely to be a negative for the park. There is a balance to be struck. Living in the UK the cost of 'doing' Disney or Universal is now astronomical so it's becoming a very rare thing and the last thing I want having invested all that money is to ride said attraction for what will probably be my one and only time and come away thinking 'meh - what the hell was that all about?'. That's why Midway Mania is so great for those occasional visitors - you can understand it the first time and have a great time riding it. From what I've seen of the Mario Cart ride I can see myself being totally bemused by it, especially as I am not familiar with the world of Nintendo in the first place.

August 14, 2023 at 10:12 AM

@Bryn .... indeed, but what is regular? Twice a year?, once a month?

And then again, how many regular visitors are going to be interested in the game. Because let's be real here, this is an immersive game, not a ride.

TM's will be the real winners on VillainCon, with regulars, like myself, coming in a distant second. Until that is we have upgraded all of our perks, and become 'over-powered' to use a gaming term.

Saying I'm regular doesn't necessarily mean I'll go on it when I'm in the park anyway. 30mins wait time tops, or I'll walk by.

It'll be interesting to see what wait times become midweek after Labor Day.

August 14, 2023 at 10:41 AM

I want to sit there and be entertained.

Switch my logical brain off and let fantasy take over...no scores, no missions, no stress, no increased blood pressure...just good old fashion storytelling.

Theme parks have always had arcades for those who want that adrenaline rush. Oddly enough, I am a gamer and have owned all the Nintendo units, had 3 Playstations, and currently have an Xbox One. But I don't want to interact with attractions. Well, except for voting on which Horizons ending we'd get! THAT... was the birth of attraction interaction.

August 14, 2023 at 12:07 PM

I'm looking forward to trying Minion blast but I definitely prefer traditional shooting gallery. MIB for me is perfect and I have no interest in linking a ride to my phone.

August 14, 2023 at 12:33 PM

I guess it all comes down to how much I enjoyed the attraction / experience overall. I'm ALWAYS up for more variety in theme park offerings.

Interactivity lends itself to certain IP's better than others, and if done well, provides a unique experience compared to the traditional ride.

If it is a high quality interactive attraction, I'm down for it...if the "tech work" involved doesn't enhance the experience or seems more trouble than its worth...its a pass.

August 14, 2023 at 6:44 PM

No it’s been done and redone to boredom

August 16, 2023 at 7:09 PM

Having done Mario Kart Bowser's Challenge 4 times on the same day (with wrist band integration to the app), the integration is absolutely the best if you can play multiple times. My family has never talked about our scores on a shooting ride and the different aspects of it so much. We all scored higher each time we played, and we loved it.

However, for people who can only do the ride once and aren't willing to purchase the wrist band, they will absolutely find the experience frustrating. The regular standby queue was 90 minutes plus for nearly the entire day, which means most people only experienced Mario Kart once that day. We were fortunate enough to have a VIP pass, which allowed us to lap it for the day.

Overall, if people can play multiple times on the same day (with reasonable wait times), interactive shooters are absolutely the future. The more you play, the more you enjoy them.

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