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1883957

基于位置的娱乐（LBE），2024-2031 年

Location-Based Entertainment, 2024-2031
出版日期: | 出版商: Frost & Sullivan | 英文 17 Pages | 商品交期: 最快1-2个工作天内

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简介目录

身临其境型影像带来全新体验，推动创新成长

基于位置的娱乐（LBE）是指利用技术和共用环境提供身临其境型影像体验的场所，这种体验通常在家中无法实现。身临其境型影像LBE使用高解析度、广视角球形或墙面显示器和/或虚拟实境（VR）、扩增实境（AR）和混合实境（MR）（统称为扩增实境（XR））来为参与者创造超逼真的体验。

身临其境型LBE 的特点：大型影像：广视角发光二极体(LED)/投影穹顶和墙壁显示器；互动性：运动追踪、触觉回馈、空间运算；群体体验：与家庭 XR 不同，身临其境型LBE 鼓励参与者之间的社交互动；物理融合：真实世界的元素，例如移动地板、道具和主题建筑。

身临其境型视讯 LBE 的例子包括广角视讯场所、身临其境型艺术装置、主题公园景点和 VR游乐场，通常带有机械组件。

场馆门票收入计入运营商的年度收入。

2023 年在内华达州拉斯维加斯首次亮相的 Sphere 以及 2024 年推出的大型穹顶形 Cosmo 娱乐设施，让公众意识到，透过高解析度显示器和定向扬声器，可以为音乐会和体育赛事带来「超越电影院的沉浸式体验」。

虽然传统上主题乐园依靠机械设施，但身临其境型影像的引入增强了体验，并吸引了更多游客，儘管初期成本很高。

天文馆式的广角圆顶萤幕与高品质投影影像结合，打造出超越传统影院或IMAX影院的沉浸式体验。虽然大多数设施都因地制宜，但采用模组化和扩充性的技术，可以在多个地点复製成功经验，同时最大限度地降低成本。

云端基础的影像和 XR 串流媒体可以减少对昂贵的现场硬体的需求，但频宽要求是一个挑战。

迪士尼和环球影业等大型电影公司正在利用其电影和电视智慧财产权来扩展其主题乐园的景点，超越传统的机械景点（虽然有趣但被动），创造身临其境型视讯游乐设施和游戏化互动区域。

新冠疫情后，随着演出恢復，实况活动的收入增加，但家庭和剧院设备的改进使得基于地点的娱乐需要差异化。

高品质、可重复观看的身临其境型影像体验，或热门艺术家和体育赛事，能够吸引回头客。

生成式人工智慧（AI）可以创造新的故事并适应受众，从而创造动态和个人化的体验。

透过与热门智慧财产权 (IP) 品牌（例如电影角色和故事）以及热门艺术家和创作者合作，提高观众的认知度和品牌知名度。

身临其境型艺术展览通常作为临时景点在城市间巡迴展出，吸引大量观众。除了门票收入外，以参展艺术家作品为主题的书籍、海报和其他週边商品的销售也能进一步增加收入。

除了电影和串流媒体收入外，电影公司还可以透过让粉丝有机会在场馆和主题公园以身临其境型体验的形式「参观」他们喜爱的作品的场景，从而创造额外的收入。

有针对性的社交媒体和传统广告，以及口碑行销，将促进观众人数和门票销售。

对于热门IP来说，週边商品销售除了门票收入外，也是重要的收入来源。

数据分析和个人化功能可以帮助您客製化体验并优化客户维繫。

透过采用特许经营/授权模式，我们可以用更少的资本投入实现全球扩张。

三大战略挑战对液态铅铋合金产业的影响

颠覆性技术

  • 原因：
    • 2023 年在内华达州拉斯维加斯首次亮相的 Sphere 以及计划于 2024 年安装的大型内容影院 Cosmos 娱乐设施，让公众意识到，使用高分辨率显示屏和定向扬声器，可以为音乐会和体育赛事带来“超越电影院的沉浸式体验”。
    • 传统上，主题乐园依靠机械游乐设施，但身临其境型影像的引入增强了体验，吸引了更多游客，儘管初始成本更高。
  • 弗罗斯特的观点：
    • 天文馆式的广角圆顶萤幕与高品质投影影像结合，打造出超越传统影院或IMAX影院的沉浸式体验。虽然大多数设施都因地制宜，但采用模组化和扩充性的技术，可以在多个地点复製成功经验，同时最大限度地降低成本。
    • 云端基础的影像和 XR 串流媒体可以减少对大规模现场硬体的需求，但频宽高峰可能是一个挑战。

激烈的竞争

  • 原因：
    • 迪士尼和环球影业等大型电影公司正在整合其电影和电视智慧财产权，以扩展其主题乐园的景点，超越传统的机械游乐设施（虽然有趣但较为被动），转向身临其境型视讯游乐设施和游戏化互动区域，以提高游​​客的参与度。
    • 虽然我们看到新冠疫情后电影院和实况活动有所恢復，但家庭和影院技术的进步意味着基于位置的娱乐必须透过身临其境型体验来脱颖而出。
  • 弗罗斯特的观点：
    • 高品质、可观看、身临其境型的影像体验有可能推动对艺术家和体育赛事的需求，吸引观众，并在註意力竞争激烈的行业中推动收入成长。
    • 生成式人工智慧（AI）可以创造新的故事，并适应受众，从而创造动态的、个人化的体验。

创新经营模式

  • 原因：
    • 身临其境型艺术展览通常作为临时性的巡迴展览吸引大量观众，门票销售透过书籍、海报和参展艺术家的图片等实体商品的销售得到促进。
    • 除了电影和串流媒体收入外，製片厂还可以透过让粉丝在场馆和主题乐园以身临其境型体验的形式「参观」他们所热爱的目的地，从而创造额外的收入。
  • 弗罗斯特的观点：
    • 结合针对性的社群媒体广告、传统广告和口碑行销，可以提高上座率和门票销售。
    • 特别是对于热门IP，我们可以预期商品销售收入会增加，这是门票收入以外的额外收入。
    • 数据分析和个人化功能可以帮助您客製化体验并优化客户维繫。
    • 身临其境型场馆业者可以透过采用特许经营/授权模式，以较少的资本投入实现全球扩张。

成长驱动因素

  • 最尖端科技的广泛应用和融合，例如球幕影像和互动式可穿戴设备，以及成本的下降，将创造更沉浸式的体验，并鼓励用户参观相关设施。
  • 消费者，尤其是千禧世代和较年轻一代，对互动体验的需求日益增长，而这些体验在家中难以实现或成本过高。这种消费者偏好的显着转变，尤其是在新冠疫情之后，通常被称为「体验经济」。
  • 对 LBE 市场的大力投资使得能够快速部署初始成本高昂的设施，在内容开发方面投入更多资金，并制定更高的行销预算来吸引游客。
  • 透过在电影院、串流媒体服务、主题乐园、身临其境型艺术装置和实况活动场所等多个平台上利用智慧财产权 (IP) 来实现收入来源多元化的潜力，正吸引着拥有现有智慧财产权的工作室的兴趣。
  • 这些设施尤其受到城市的重视，为游客提供独特而难忘的体验，全球旅游业的发展和一些地区可支配收入的增加促进了这些设施的成长。
  • 生成式人工智慧有潜力加速身临其境型娱乐的内容开发，特别是概念艺术、角色设计以及建筑物和景观的 3D 建模。

成长抑制因素

  • 准入门槛非常高，因为建立和维护配备先进音讯/视讯技术和球形萤幕的 LBE 设施需要大量的初始投资，外加 IP 许可费。
  • 科技的快速进步和客户对真实感（以及避免晕动症）的期望不断提高，正在缩短每次安装的投资回报期（ROI）。
  • 由于本地居民重复使用率有限，基于体验的娱乐项目在游客众多的地区更具优势，或者需要持续投入内容以保持用户对新体验的兴趣并鼓励重复使用。此外，高成本的票价也会限制使用者体验的次数。
  • 在像 LBE 这样的新兴市场中，投资回报的不确定性可能会阻碍投资者，因为大多数领域的市场经济仍处于新颖性阶段，尤其是当 LBE 不是基于现有的流行 IP 时。
  • 建筑施工要求和分区限制可能会限制开发，因为很少有公司能够设计和建造此类设施，而且此类设施的房地产可能很昂贵或会受到当地社区的反对。
  • 遵守隐私权法（例如欧洲的脸部认证技术）以及新冠疫情后的设施卫生法规可能会降低游客的热情。

目录

调查范围

  • 分析范围
  • 分割

战略问题

  • 为什么成长变得越来越困难
  • The Strategic Imperative 8
  • 三大战略挑战将如何影响液态铅铋合金产业

成长机会分析

  • 成长指标
  • 成长驱动因素
  • 成长抑制因素
  • 基于位置的娱乐（LBE）细分市场
  • 按地区分類的基于位置的娱乐 (LBE)
  • 竞争环境

议程

  • Cosm
  • Electrosonic
  • Sphere Entertainment

成长机会领域

  • 成长机会 1：策略内容合作
  • 成长机会二：拓展高成长市场的地域版图
  • 成长机会3：科技进步

未来计划

  • 成长机会带来的益处和影响
  • 下一步
  • 附件清单
  • 免责声明
简介目录
Product Code: KB10-70

Immersive Video Provides Novel Experiences to Drive Transformational Growth

Location-based entertainment (LBE) refers to immersive video installations that leverage technology and a shared environment to create engaging experiences not typically achievable in homes. Immersive video LBE uses high-resolution, wide field of view domed and wall displays, and/or virtual reality (VR), augmented reality (AR), mixed reality (MR), collectively referred to as extended reality (XR), to achieve highly realistic experiences for participants.

Characteristics of immersive video LBE include: Large-Scale Visuals: Wide field of view light-emitting diode (LED)/projection domed, and wall displays Interactivity: Motion tracking, haptic feedback, and spatial computing Group Experience: Unlike at-home XR, immersive LBE fosters social engagement among participants Physical Integration: Real-world elements, such as moving floors, props, and themed architecture

Examples of immersive video LBE include wide field of view video venues, immersive art installations, theme park attractions, and VR arcades, often with mechanized components.

Revenues derived from venue ticket purchases translate to the owner's yearly revenues.

The 2023 debut of The Sphere in Las Vegas, Nevada and 2024 introductions of Cosm entertainment venues for large-scale domed theaters sparked public awareness of "beyond movie theater" immersion for concerts and sporting events with high-resolution displays and directional speakers.

While theme parks traditionally relied on mechanical rides, the inclusion of projected immersive video upgraded the experience and drew additional visitors after high upfront costs.

High-quality projected video, coupled with wide field of view domed screens similar to planetariums, expanded the feeling of immersion beyond the capabilities of traditional and IMAX movie theaters. Although most venues are location-specific, adopting modular and scalable technologies will help replicate successes across multiple locations while minimizing costs.

Cloud-based video and XR streaming can reduce the need for expensive on-site hardware, though bandwidth needs make this challenging.

Major studios like Disney and Universal combined their intellectual property from films and television to augment theme park attractions into immersive video rides and gamified, interactive areas that engage visitors beyond traditional, albeit entertaining, passive mechanical rides.

Post-COVID-19 saw a rise in live event revenue as performances returned; however, improvements in home and theater equipment led to the need to differentiate location-based entertainment.

High-quality, rewatchable immersive video experiences and/or in-demand artists and sporting events attract repeat visitors.

Generative artificial intelligence (AI) can render new stories and adapt to audiences to create dynamic, personalized experiences.

Partner with popular intellectual property franchises, such as film characters and stories, along with popular artists and creators, to drive audience awareness and brand recognition.

Immersive art exhibits draw large crowds, typically as time-limited attractions that travel between cities. Revenues from ticket sales are bolstered by physical merchandise sales of books, posters, and other items featuring the represented artists.

Beyond movie and streaming revenues, studios can engage viewers in "visiting" the locations of their fandoms in the form of immersive experiences at venues and theme parks, further extracting revenues from them.

Targeted social media and traditional advertising drive viewership and ticket sales, along with word-of-mouth marketing.

Merchandise can enhance revenue beyond ticket sales, particularly for popular IP.

Data analytics and personalization can tailor experiences and optimize customer retention.

Implement franchising/licensing models to expand globally with lower capital investment.

The Impact of the Top 3 Strategic Imperatives on the LBE Industry

Disruptive Technologies

  • Why:
    • The 2023 debut of The Sphere in Las Vegas, Nevada, and the 2024 introductions of Cosm entertainment venues for large-scaled content theaters sparked public awareness of "beyond movie theater" immersion for concerts and sporting events with high-resolution displays and directional speakers.
    • While theme parks traditionally relied on mechanical rides, the inclusion of projected immersive video upgraded the experience and drew additional visitors after high upfront costs.
  • Frost Perspective:
    • High-quality projected video coupled with wide field of view domed screens, similar to planetariums, expanded the feeling of immersion beyond the capability of traditional and IMAX movie theaters. Though most venues are location-specific, adopting modular, scalable technologies will help replicate successes across multiple locations while minimizing costs.
    • Cloud-based video and XR streaming can reduce the need for extensive on-site hardware, though bandwidth spikes can make this challenging.

Competitive Intensity

  • Why:
    • Major studios like Disney and Universal combined their intellectual property from films and television to augment theme park attractions into immersive video rides and gamified, interactive areas that engage visitors beyond traditional, albeit entertaining, passive mechanical rides.
    • Post-COVID-19 saw a return to movie theaters and live events; however, improvements in home viewing and theater technology led to the need to differentiate location-based entertainment with immersive experiences.
  • Frost Perspective:
    • High-quality, watchable immersive video experiences may draw in demand for artists and sporting events attract visitors to drive revenues in an industry competing for attention.
    • Generative artificial intelligence (AI) can render new stories and adapt to audiences to create dynamic, personalized experiences.

Innovative Business Models

  • Why:
    • Immersive art exhibits draw large crowds as typically time-limited attractions traveling between venues. Revenues from ticket sales get bolstered with physical merchandise sales of books, posters, and stock images of the represented artists.
    • Beyond movie and streaming revenues, studios can engage viewers in "visiting" the locations of their fandoms in the form of immersive experiences at venues and theme parks, further extracting revenues from them.
  • Frost Perspective:
    • Targeted social media and traditional advertising drives viewership and ticket sales along with word-of-mouth marketing.
    • Merchandise can enhance revenue beyond ticket sales, particularly for popular IP, for additional revenue beyond ticket sales.
    • Data analytics and personalization can tailor experiences and optimize customer retention.
    • Immersive venue owners can implement a franchising/licensing model to expand globally with lower capital investment.

Growth Drivers

  • Adoption, convergence, and decreasing costs of cutting-edge technologies, such as projecting video on dome screens and interactive wearables, create more immersive experiences that entice users to visit venues.
  • Consumer demand is growing from millennials and younger demographics who prefer interactive experiences that are difficult and/or cost-prohibitive to replicate at home. This broad shift in consumer preferences, particularly post-COVID-19, is often referred to as the experience economy.
  • Strong investment in the LBE market enables faster rollouts of high-initial cost venues, more spending on content development, and higher marketing budgets to attract visitors.
  • Crossover potential of intellectual property from movie theaters and streaming services to diversify revenue across theme parks, immersive art installations, and live event venues generates interest from studios with existing IP.
  • Global tourism and increasing disposable income in some regions contribute to growth, as such venues serve as unique and memorable experiences often highlighted by cities and sought out by visitors.
  • Generative AI has the potential to accelerate content development for immersive location-based entertainment, particularly for concept art, character design, and 3D models of buildings and landscapes.

Growth Restraints

  • High upfront investment costs for setting up and maintaining LBE venues with advanced audio/video technologies and domed screens, coupled with licensing IP, present a significant barrier to entry.
  • Rapid technology advancements and rising customer expectations for realism (and motion sickness avoidance), shortens the return on investment (ROI) window for each equipment installation.
  • Limited repeat visits for locals inclines LBE toward higher tourism areas or requires continuous investment in content to maintain user interest for novel experiences and attract repeat business. High costs leading to high ticket prices can also limit users to fewer LBE experiences.
  • In an emerging market such as LBE uneven returns on investments can dissuade investors as the economics of the market are still in the novelty phase in most segments, particularly if the LBE is not based on existing, popular IP.
  • Architecture and building necessities along with zoning opposition can constrain development as few companies are equipped to design and build such venues, and real estate for such venues can be expensive and/or opposed by local communities.
  • Regulations, such as facial recognition in Europe complying privacy laws and compliance with equipment sanitation post-COVID-19, can limit visitor enthusiasm.

Table of Contents

Research Scope

  • Scope of Analysis
  • Segmentation

Strategic Imperatives

  • Why is it Increasingly Difficult to Grow?
  • The Strategic Imperative 8
  • The Impact of the Top 3 Strategic Imperatives on the LBE Industry

Growth Opportunity Analysis

  • Growth Metrics
  • Growth Drivers
  • Growth Restraints
  • Location-Based Entertainment by Segment
  • Location-Based Entertainment by Region
  • Competitive Environment

Agenda

  • Cosm
  • Electrosonic
  • Sphere Entertainment

Growth Opportunity Universe

  • Growth Opportunity 1: Strategic Content Partnerships
  • Growth Opportunity 2: High-Growth Market Geographic Expansion
  • Growth Opportunity 3: Technological Advancements

Next Steps

  • Benefits and Impacts of Growth Opportunities
  • Next Steps
  • List of Exhibits
  • Legal Disclaimer