TBWA\Manchester and Matmi take AR into reality for Alton Towers

Nick Jaspan's picture
by Nick Jaspan

The_Smiler_Official_LogoTBWA\Manchester and Matmi have created a 3D experiential roller-coaster game for iOS and Android for Alton Towers' new ride, The Smiler, due to open this May.

Built in Unity3D and released across Android and iOS for mobiles and tablets, the game can be downloaded free from the App Store and Google Play from today.

The Smiler is claimed to be a new world-first roller-coaster.

Liz West in the media department at Alton Towers Resort told Prolific North that the company's investment in the new ride was £18m. Just what was new about it she wouldn't divulge but she was adamant that the new ride would be the first of its kind when it was unveiled in May.

The project represents a first for TBWA\Manchester which hasn't worked for Alton Towers previously. Helle Jakobsen of the agency said they had approached Alton Towers with a radical idea that they believed would complement the new ride and  enlisted the support of Matmi to deliver.

The developers say that the game “melds game play, instant win competitions, virtual and location-based Augmented Reality into a full physical and digital ride simulation.”

The game neatly combines the virtual world with active participation as Smiler tokens enable users to upgrade and add new elements to the world-beating roller-coaster, and to fully complete the game, players need to enter Alton Towers Resort’s X-Sector, using The Smiler Scanner on specific images to “bring to life the hidden secrets of the park and unlock unexpected upgrades.”


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