Merlin Entertainments looking to ‘augment’ queue lines

Colossus, Thorpe Park

Merlin Entertainments is looking to add elements of augmented reality to queue lines at its attractions.

In an interview with Computer Weekly, Merlin chief technology officer Lee Cowie said that the company was looking to “stitch digital and physical worlds”.

He said: “How do we engage our guests in a Merlin ecosystem that is all centred around the attraction but is augmented and enhanced by digital experiences and digital stories that persist after the visit and which are also connected to your next visit?

“I think increasingly, as we move forward, the goal for us is, how to stitch digital and physical worlds together,” Cowie also said.

Computer World wrote that Merlin was specifically looking to “gamify” queue lines through mobile apps as part of future projects.

The company operates the UK theme parks Alton Towers, Thorpe Park, Chessington World of Adventures and Legoland Windsor.

See also: Merlin Entertainments CEO Nick Varney to retire