The “Digital Champions” of the Leisure Industry
© Europa-Park
(eap) Which companies are best prepared – in an environment of ever-increasing digitalization? The “Digital Champions 2025” study conducted by the IMWF Institute for Management and Economic Research on behalf of Deutschland Test and Focus Money investigated this question. A total of 15,000 German companies were rated on a scale of zero to 100 points; around 1,000 companies with at least 60 points can call themselves “Digital Champion 2025”. These included four companies from the leisure industry. The award was given to those that are considered by the public to be at the forefront of advancing digitalization. Among the theme and amusement parks, it were especially the family-run companies, who could convince. The ranking is led by Europa-Park Erlebnis-Resort with the full score, followed by Hansa-Park (97.3), Phantasialand (91.4) and LEGOLAND Deutschland (Merlin Entertainments, 88).
In addition to virtual and augmented reality (VR and AR) attractions, the industry winner Europa-Park has long relied on digital applications for guest communication. For example, visitors have been able to use the Europa-Park app to buy tickets and navigate through the park since 2016. In 2020, the app was expanded to include visitor guidance functions, among other things. With “VirtualLine”, visitors can reserve a time slot for an attraction and take advantage of other park offers in the meantime. With “Voltron ChARge”, app users can discover the new multi-launch coaster “Voltron Nevera” in an AR experience at home in their living room. Since 2022, all multimedia content relating to the Europa-Park Erlebnis-Resort has been collected on the in-house streaming platform VEEJOY. Further digitalization projects are currently being worked on both in front of and behind the scenes.
“I am firmly convinced that theme parks cannot avoid further digitalization. This is the only way to achieve growth. With digital media, we can extend the Europa-Park experience far beyond its physical boundaries. The extremely positive feedback from our guests confirms us in this trend,” explains Michael Mack, Managing Partner of Europa-Park and CEO of MACK One. ■
