XR AI Spotlight What Deploying XR for Millions Taught Us
Apr 23, 2025
Marcus Ernst, Project Manager at MACK One and a key player in immersive experiences at Europa Park, shares his insights on deploying XR technologies. He discusses the critical balance between safety and immersion in high-traffic environments like theme parks. The conversation highlights barriers to AR adoption, the importance of scaling down for success, and innovative uses of underwater VR. Ernst also sheds light on enhancing guest experiences through personalized storytelling and the role of user feedback in motivating engagement.
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Pioneering VR on Roller Coasters
- Marcus shared the challenge of deploying VR on a roller coaster with hundreds of thousands of visitors.
- Early tests involved wired headsets and adapting consumer tech for heavy theme park use.
Prioritize Throughput in Theme Parks
- Throughput, or how many people can experience the attraction per hour, is the most critical KPI for theme parks.
- High throughput is essential in handling tens of thousands of visitors daily.
Segment Groups for Throughput
- To maximize throughput in free roaming experiences, segment visitors into timed sectors like horror houses do.
- This segmenting approach efficiently cycles groups through parts of the experience.