{"id":6897,"date":"2024-03-12T14:56:44","date_gmt":"2024-03-12T14:56:44","guid":{"rendered":"https:\/\/www.waytogo.it\/phygital-entertainment\/"},"modified":"2024-10-29T13:36:30","modified_gmt":"2024-10-29T13:36:30","slug":"phygital-entertainment","status":"publish","type":"page","link":"https:\/\/www.waytogo.it\/en\/phygital-entertainment\/","title":{"rendered":"Phygital entertainment"},"content":{"rendered":"\t\t
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Phygital entertainment is for the whole family<\/span><\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Phygital entertainment is for the whole family<\/span><\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\tSome say that entertainment<\/strong> is becoming increasingly difficult<\/strong>. With our lives being very “digitized”, it almost seems like we need to invent new ways to impress people. <\/span>\n\nThe challenge is even more complicated for sectors such as tourism, where entertainment is a key service offered to the consumer: the cultural gap between generations keeps widening, and often traditional entertainment focuses on dividing people into age groups<\/strong>, ignoring the families’ need<\/strong> (which constitute an important segment of the clientele) to spend time together.<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tSome say that entertainment<\/strong> is becoming increasingly difficult<\/strong>. With our lives being very “digitized”, it almost seems like we need to invent new ways to impress people. <\/span>\n\nThe challenge is even more complicated for sectors such as tourism, where entertainment is a key service offered to the consumer: the cultural gap between generations keeps widening, and often traditional entertainment focuses on dividing people into age groups<\/strong>, ignoring the families’ need<\/strong> (which constitute an important segment of the clientele) to spend time together.<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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What does the phygital dimension have to do with all this? <\/span><\/p>\n

The idea of combining, smartly and critically, the physical experience with the digital aspect is unfortunately nothing new: everything around us is phygital, from QR codes to apps that use augmented reality. <\/span><\/p>\n

As far as entertainment is concerned, however, its potential is very specific and still hasn\u2019t been sufficiently exploited. <\/span><\/p>\n

Let’s look at two examples of entertainment businesses that successfully combine physical and digital<\/strong> and the opportunities they offer.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Operating since 2019 on some ships in the MSC Cruises fleet, but also available for other sectors, Fire Ice<\/strong> is a children’s entertainment format that uses a fantasy-flavored story as a backdrop to expand the possibilities of a classic team game thanks to digital intervention. <\/span><\/p>\n

Children are divided into two teams, belonging to two schools of magic<\/strong>: the Ice Academy and the Fire Academy. The props available – flags, bibs, and stickers – give the children a sense of belonging<\/strong> to their team and help them stand out during the game. Each team\u2019s goal is to win as many challenges as possible and accumulate points. <\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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The digital is the main thread and support for the various challenges, but the children are not restricted to the closed world of the computer, quite the contrary! The video games on the screen materialize into live props<\/strong> requiring the use of physical and mnemonic skills<\/strong> or team cooperation<\/strong>. Keeping a digital flashlight lit in a real hand-to-hand fight, answering a quiz by running to press a button, collecting physical scrolls to use in the final challenge… in short, while the physical is the basis of fun, the digital… adds the magic!<\/strong> <\/span><\/p>\n

The entertainers<\/strong> of the structure, in this case the cruise ship, play the central role<\/strong> of moderators and presenters of the game: donning the cape of Masters of the two schools, they guide the children through the various challenges in the game, containing a precious track to help them follow their activities.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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