![]() ![]() “It’s also an opportunity for the IP to engage their customers in a new and different way.”Ĭurrently there are four different game modes for Angry Birds. “We have found that third-party IP is great for bringing existing players back to try out a new game,” says Geelan. The value for both Angry Birds and Immersive Gamebox is mutual. Guests work in collaboration to slingshot Angryīirds, destroy the towers and earn points. By combining this tracking with projection mapping and surround sound, Angry Birds becomes a fully immersive experience. Cameras in the corners of the room track the markers on each player’s visor, enabling three- dimensional motion tracking. Patent-pending lidar sensors essentially turn the walls into giant touchscreens. The game works thanks to Immersive Gamebox’s proprietary technology that responds to players’ movements and touch in each smart room. “After COVID, people were looking for more experiences, so what better way than to give them the opportunity to play Angry Birds in a completely new way with their friends,” said Chacona. Though players are working together, everyone has individual scores. ![]() They touch the wall to release the bird into the game and touch it again to activate the bird’s powers. Players work together in teams of two by using their bodies to pull back each of the virtual slingshots and aim at the central tower (and its pig inhabitants). How best to take advantage of this? The team created the first ever two-slingshot version of Angry Birds. “Then it became clear very quickly that we could make the most of the large space inside and turn this into a multiplayer experience.” “We knew the main structures would make sense on the front wall of the game, in the center of the room,” explains Geelan. As guests move around the space, the content responds to them, essentially turning each wall into a giant screen that players can activate through motion and touch.ĭesigning the Angry Birds experience came intuitively for both Rovio and Immersive Gamebox. Up to six players can occupy one room at a time, and each wears a visor with small markers on the top, used to facilitate tracking during the experience. A variety of games are available for guests to choose from, a healthy mix of original and branded content, including Squid Game, Shaun the Sheep, and now Angry Birds. The Immersive Gamebox experience takes place in a three-sided room with blended projected environments on all three walls. “Both teams were able to move with agility, which meant we could bring the adventure to life within months.” “There was a clear match in energy and passion for us,” says Immersive Gamebox’s SVP of Content, Noah Geelan. The two organizations met during IAAPA Expo 2021 and quickly found synergy. President of Licensing, IMG Bennett Yellin Show Writer, Angry Birds Live: The Slingshot Adventure James Johnston Show Writer, Angry Birds Live: The Slingshot Adventure Double slingshot power activated!Ī natural progression for the brand emerged from Rovio’s introduction to Immersive Gamebox, an interactive gaming venue developer. SVP of Content, Immersive Gamebox Robert LeckĮxecutive Director of Asset Management, SCG America Bruno Maglione Katri Chaconaĭirector of Brand Licensing, Rovio Noah Geelan ![]() “LBE takes Angry Birds outside of the digital world and allows our fans to be part of a bigger story with real-life experiences,” says Katri Chacona, Director of Brand Licensing for Rovio. Now, with the help of their licensing agency IMG, Angry Birds is branching out even further to immersive gaming venues, a touring stage show, and even a café retail experience. ![]() When we spoke with Rovio in 2020, the team was launching a new branded Angry Birds experience for Topgolf venues located around the world. Angry Birds brand awareness globally is rated at 94% and it offers multiple touch points, including mobile games, movies, animated series, amusement parks, immersive digital experiences and physical products. As one of the most popular and viral mobile game brands in history, avian allies at Rovio have aggressively brought the Angry Birds IP to different leisure entertainment markets – from the silver screen to the putting green – since its launch in 2009. Angry Birds grows their footprint with three new partnerships by Martin PalickiĪngry Birds is on the move. ![]()
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