Six Flags Prioritizes Digital, IRL Benefits With Roblox Rewards Program
- by Colin Kirkland , July 1, 2024
Six Flags has entered the metaverse via a new experience in the virtual gaming platform Roblox featuring virtual rides and a token-based mixed-reality rewards program, extending the operator of theme parks and water parks recent foray into digital environments.
The launch is part of recent moves by Six Flags, an operator of theme and water parks, into digital environments.
The new vitual experience offers players a range of interactive experiences, including virtual roller coasters, mazes inspired by the company’s real-world Fright Fest event, and various games.
“Our goal is to create immersive experiences that allow our guests to explore the excitement of Six Flags in a whole new way,” said CTO Omar Jacques Omran, who added that in developing the Roblox experience, the company focused on integrating digital and physical worlds.
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Six Flags also worked with Digital Twin, a technology company that integrated a “Coastercoin” rewards network within the metaverse experience, which invites players to collect digital tokens, or “coastercoins,” through gameplay then redeem them for rewards and activities at physical Six Flags parks.
The launch follows Six Flags’ recent digital initiatives, including “Missi Six,” a digital concierge powered by generative artificial intelligence (AI) that aims to provide theme park guests with personalized recommendations and assistance supposedly tailored to their unique individual preferences.The company has also reinvented its mobile app to help visitors better navigate its physical parks, while being able to order food on their phones and stay up-to-date on Six Flags-related attractions and events. Through the mobile app, guests are even able to make payments with a dedicated digital wallet where loyalty benefits are stored.
It is likely that coastercoins collected in the Roblox experience will transfer to consumers’ Six Flags digital wallet, but has not yet been affirmed.
In addition, Six Flags is in the process of bringing new video and photo technology to its real-world roller coasters and furthering its AI investments by introducing an anti-drowning prevention system in its water parks driven by machine learning.
By updating the brand with new digital solutions, Six Flags is trying to appeal to a new generation of park-goers while supporting future growth under its recently approved $8 billion merger with Cedar Fair theme parks, which will oversee 42 amusement parks and nine resort properties across 17 U.S. states, Canada and Mexico.
