Six Flags, Samsung Partner to Take Virtual Reality Roller Coaster Customer Experience to New Heights

Six Flags Entertainment Corp. and Samsung Electronics America recently announced a broad marketing partnership which appoints Samsung as the “Official Technology Partner” of the world’s largest regional theme park company. The partnership includes the debut of ground- breaking customer experiences coming to nine Six Flags parks—North America’s first Virtual Reality (VR) Roller Coasters, using Samsung Gear VR powered by Oculus.

Some of Six Flags’ most popular coasters will be equipped to allow riders wearing Samsung Gear VR headsets to feel the heart-pumping adrenaline of steep drops, inverted loops, and powerful twists and turns as gyros, accelerometers, and proximity sensors synchronize all of the action in an incredibly realistic 360-degree virtual reality world.

Loyalty360 caught up with Sam Rhodes, corporate director of design, Six Flags Entertainment; and Brett Petit, senior vice president of marketing and sales, Six Flags Entertainment, to learn more about this exciting partnership.

Can you talk about Six Flags’ partnership with Samsung and what it means from a customer engagement/customer experience perspective?

Petit: Six Flags and Samsung Electronics America, Inc., announced last year a new marketing partnership, designating Samsung as the “Official Technology Partner” of Six Flags, and debuting North America’s first Virtual Reality (VR) Roller Coasters. This strategic partnership enables millions of guests and pass holders to experience virtual reality for the first time and creates a meaningful opportunity for consumers to directly interact with Samsung Gear VR.  

What makes the experience so impactful for guests?

Rhodes: Virtual Reality Coasters provide ground-breaking technology and an experience like no other, combining the thrills of a Six Flags roller coaster with an amazingly realistic virtual storyline. Six Flags roller coasters are legendary – adding the VR experience allows our guests to experience their favorite thrill ride in a completely new, and exciting way.

How has the experience changed or been enhanced in the past couple of years?

Rhodes: Six Flags and Samsung launched the first VR coasters in North America in 2016 with four innovative concepts:

The New Revolution VR Coaster where riders are the co-pilots in their own fighter jets as they try to save the planet earth from an alien invasion. Superman VR Coaster: Riders are transported to the city of Metropolis as they soar alongside Superman battling the evil Lex Luthor and his LexBots. Rage of the Gargoyles featured the first-ever interactive gaming roller coaster experience. Through head movements, riders could activate the Gatling guns and fire on targets as they appeared on screen. Santa’s Wild Sleigh Ride followed a mischievous Elf trying to foil Santa’s mission to deliver toys on Christmas Eve. And now, in 2017, we are introducing the world’s first Mixed Reality experience on a VR coaster, Galactic Attack. Utilizing the Samsung Gear VR headset’s pass-through camera functionality, riders are aware of their surroundings, allowing them to see the “real world,” including the person seated next to them— along with virtual content. As riders descend from the lift hill, the mixed reality view changes to a completely immersive, virtual reality environment where riders battle to save the planet from an impending alien drone invasion. Galactic Attack also features another world’s first - complex gameplay, where riders make key decisions during the course of the ride that can affect their scoring at the end.

In all of these VR experiences, the visuals on the screen are synced precisely with the coaster’s drops, twists, and turns, there is no motion sickness as some might expect. As guests are seeing the movements through their headgear, the body experiences the identical motion of the coaster, creating an unbelievably thrilling experience. The 4K resolution gives riders the sensation of being “inside a video game.”

How does Six Flag define customer loyalty and how has that definition evolved in recent years?

Petit: Our Season Pass and Membership holders are our most loyal guests. They visit multiple times throughout the year with friends and family. In addition, Season Passes can be used at any Six Flags theme park and offer admittance to our seasonal events – Fright Fest and Holiday in the Park. Many of our Season Pass holders also purchase the All Season Dining Pass, which allows them to enjoy two meals and snack at every visit. Our Season Pass base continues to grow as guests recognize the value of being a pass holder.  

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