USA: Kings Dominion Relies on Entertainment through Smartphone App

Last year, Ohio’s Cedar Point introduced the “The Battle for Cedar Point” smartphone app, which has been created in cooperation with Holovis to offer visitors an even deeper immersion into the attractions’ stories (c.f. EAP, 6/16). The park has received an allover positive visitor feedback and now its sister park Kings Dominion (VA), which is also operated by Cedar Fair Group, has launched “The Battle for Kings Dominion” as the upgraded version of the gaming experience. It offers more ways to play, intensified competition and increased personalization. “We learnt a lot from the launch last year. Guests really engaged with the game but wanted more to do in the queue lines, more dynamic gameplay and more customization. We listened and are excited to introduce the enhanced version this year at both parks that directly addresses and delivers upon this feedback,” said Christian Dieckmann, Corporate Vice President of Strategic Growth at Cedar Fair.

The app gamifies activities that guests are already doing, giving them points for riding coasters, the vertical miles travelled and the number of inversions. Traditionally passive experiences such as waiting in a queue line, seeking refreshments and strolling around the merchandising shops are transformed with Augmented Reality (AR), from interactive “mini games” to hidden elements to discover, which can then be shared on social media. Also, the app transforms five flagship attractions of the park into a character with its own personality. The guests can choose their allegiance and then compete against each other to defeat the other alliances for dominance of the park throughout the day. Players can create their own avatar and upgrade it by earning virtual gold. On collecting points, visitors have the opportunity to obtain discount vouchers e.g. for merchandise or the next visit to the park. (eap)