0
Fully Interactive
0
Degree gameplay capability
Challenge
Royal Caribbean asked us to transform the guest experience aboard their Quantum class ships by using gamification. As a solution, our teams delivered the first ever fully immersive augmented reality (AR) experience to take place on the high seas as a Royal Caribbean exclusive event. The efforts resulted in a room-scale AR adventure. Introducing Expedition TWO70: An augmented reality adventure.
Solution
The groundbreaking suite of AR games transformed Royal Caribbean’s TWO70 event space at the hull of their ships into a massive room-scale experience, designed to delight guests and expand the adventurous brand into uncharted territories of gameplay. In one challenge, players can fire arrows out across the balcony at an archipelago of floating islands. In another, they can walk 360º around the stage as they navigate a giant maze carved into a four-story temple. With four fully immersive games, we designed a cohesive universe with an authentic and ownable connection to the Royal Caribbean brand. The experience allowed players to be transported to an entire world of adventure, utilizing the immersive power of AR to create a guest experience on a scale never before seen at sea.
Results
Expedition TWO70 marked as a new generation of onboard entertainment. Integrated into the Royal Caribbean International App, guests can access the experience directly from their smartphone with no extra download required and no dedicated hardware to run the games on-site. The games are designed to be progressively more challenging, creating an experience that brings guests back to play again and again without deterring beginners. As guests completed each game, they were rewarded with an AR selfie filter mask. Users simply flipped the camera around to capture an everlasting, shareable memento of the experience. With significant R&D, we turned Expedition TWO70 into the first fully immersive AR experience built for a moving ship as part of a bigger collaborative effort between Royal Caribbean and Firstborn to transform the guest experience and instill innovation at the heart of the Royal Caribbean brand.
“With Firstborn, we’ve launched a suite of mixed reality games to delight guests aboard Royal Caribbean Quantum Class ships. We’ve continued to work with Firstborn as we roll out new immersive games and experiences across our global fleet, because they bring the perfect blend of creative-led thinking, design and innovation.”Jared Finegold, Senior Manager Emerging Products and Digital Innovation
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