The Next Level: How VR, AR, and AI Are Powering a Greener Future for Family Entertainment

• Operators are reimagining underused urban spaces to create green, active play areas for families
• AI being used to analyze guest behavior and optimize everything from ride scheduling to retail experiences

The family entertainment and gaming industry is undergoing a seismic shift, driven by the rapid adoption of immersive technologies and a growing commitment to sustainability. At the recent GTI Southeast Asia Expo, leaders from across Asia and beyond shared how virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) are transforming both guest experiences and the environmental footprint of major attractions.

Immersive Technologies Take Center Stage

VR and AR are no longer futuristic novelties-they are now central to the design of new attractions and the reinvention of classic experiences. According to Philip Whittaker, CEO of NEXR Entertainment (pic), Universal Studios Singapore is preparing to launch Super Nintendo World, where rides like Mario Kart will seamlessly blend traditional ride engineering with cutting-edge VR, offering guests a hyper-immersive adventure that responds in real time to their actions. Similarly, China’s upcoming Legoland parks are integrating mixed reality and holographic sets, creating interactive environments that merge digital and physical worlds for visitors of all ages.

Smaller family entertainment centers (FECs) are also embracing these technologies. Experiences range from quick, four-to-five-minute VR games to longer, free-roaming adventures like those offered by Zero Latency, bringing high-end tech to local malls and community spaces. These innovations are not just about spectacle-they are designed to enhance social interaction, competition, and personalization, with leaderboards, companion apps, and loyalty programs powered by AI to tailor offers and experiences to individual preferences.

AI: The Invisible Engine

Artificial intelligence is increasingly the backbone of operational efficiency and guest engagement. Major operators like Six Flags are deploying AI-driven chatbots to assist visitors before and during their park visits, while facial recognition streamlines ticketing and access, reducing wait times and improving security. AI is also being used to analyze guest behavior and optimize everything from ride scheduling to retail experiences; for example, Legoland Windsor reported a 78% increase in retail spend after introducing AI-powered, human-free checkout systems.

On the creative side, AI is helping designers craft more dynamic and responsive attractions. Interactive museums are pioneering AI-powered exhibits where human and machine intelligence combine to create personalized, evolving narratives for each visitor.

Sustainability: The New Imperative

Perhaps the most encouraging trend is the industry’s pivot toward sustainability. New parks are being built with environmentally responsible materials and natural drainage systems, and operators are reimagining underused urban spaces – like the outdoor adventure park at Alamanda Mall in Malaysia – to create green, active play areas for families. These efforts are not just about reducing environmental impact; they are also a strategic response to changing consumer values and the decline of traditional retail, as entertainment becomes a key driver of foot traffic in malls across Asia.

A panel session during the event addressed how major companies are balancing technological innovation with sustainability. Panelists emphasized that the integration of VR/AR and AI is not at odds with green goals; in fact, these technologies can help reduce resource consumption by enabling more modular, adaptable attractions and optimizing energy use through smart systems. As one panelist noted, “Sustainability isn’t just about materials-it’s about designing experiences that last, that people want to return to, and that can evolve without constant rebuilding.”

Shopping Malls Reimagined: From Retail Hubs to Immersive Entertainment Destinations

One of the most significant shifts in the family entertainment and gaming industry is the readaptation of shopping malls into vibrant entertainment centers, according to Philip. As traditional retail faces mounting pressure from e-commerce, mall operators are transforming underutilized spaces-often former department stores-into immersive destinations where entertainment takes precedence over shopping. This trend is evident in projects like Elev8 Fun in Florida, which repurposed a 120,000-square-foot former Sears into a sprawling indoor amusement park, and in Malaysia, where outdoor adventure parks are being developed in previously unused green spaces within malls. These entertainment hubs now feature everything from VR arcades and escape rooms to trampoline parks and wellness centers, drawing families and younger audiences who crave experiences that cannot be replicated online. The integration of technology-such as AR, VR, and AI-further enhances these offerings, making malls attractive not just as retail destinations but as community centers where visitors can socialize, compete, and create lasting memories. This evolution not only boosts foot traffic and dwell time but also revitalizes the economic prospects of malls, ensuring their relevance in a rapidly changing consumer landscape.

The Road Ahead

As the family entertainment and gaming industry races into the future, the convergence of immersive tech and sustainability is setting a new standard. The message from industry leaders is clear: the attractions of tomorrow will be smarter, greener, and more connected than ever before-delivering not just thrills, but a vision for responsible, tech-powered fun that meets the expectations of a new generation.

Main photo by Minh Pham on Unsplash