Alton Towers Releases Mobile Game Based on 2013 Coaster “The Smiler”

Mar 04, 2013 Joe Kleiman News, Technology & Media, Theme Parks 0

Alton, UK — The Alton Towers Resort has launched its first ever game based on new world first ride, The Smiler, coming to the UK’s number one theme park in May 2013.

The Smiler app will bring the new coaster to life on mobile and tablet, consisting of an exciting 3D simulation of the ride. Players will take control of the ride cars and navigate their way around the coaster in as perfect a line as possible. Gamers will also be able to experience intense thrills, twists and turns of the ride and will be rewarded with upgrade points to spend on a wide range of elements. Based on the coaster’s Marmaliser feature – there are aspects that will mess with the rider’s body and mind including effects such as flashing lights, optical illusions, laughing gas and tickling prongs.

The game also gives players the opportunity to unlock hidden content using Augmented Reality technology once they visit the theme park, including accessing additional images, videos and secret upgrades for the game.

Built in Unity 3D and released across Android and iOS for mobiles and tablets, the game also gives players the opportunity to win a range of fantastic Alton Towers Resort prizes. Players can spin a wheel for free each day, or use the points generated through the game to win additional spins.

Developed by the award winning production team at Matmi, The Smiler app brings together several intricate development techniques; blending gameplay, competitions and augmented reality in a completely new package for theme parks.
Katherine Duckworth, head of Consumer Marketing at the Alton Towers Resort, comments: “The Smiler is the biggest ever ride launch for the Alton Towers Resort and so we really wanted to create something that would get our guests excited about the ride and give them a taste of what is to come before the new coaster opens in May 2013.”

Matmi CEO Jeff Coghlan says: “Being based in Cheshire, we’ve all grown up with Alton Towers, so to get a chance to work with the team and create a game for The Smiler has been a great pleasure. We’re firm believers in the positives of campaigns that bring digital and physical worlds together, and we’re really excited to unleash The Smiler app for Alton Towers Resort. It has enabled us to meld gamification, augmented reality and gaming all into one fantastic app.”

The app is available through the Apple App Store and Google Play.

An investment of £18 million, The Smiler is the new world first rollercoaster coming to Alton Towers Resort in 2013. Visit www.the-smiler.com for more details.