In line with the digital transformation sweeping across industries, Six Flags has embarked on a digital transformation initiative aimed at redefining the guest experience in theme parks. Central to this endeavor is the integration of artificial intelligence (AI) technologies aimed at transforming every aspect of the guest journey.
One of the flagship components of this initiative is the introduction of Missi Six, a digital concierge powered by generative AI. Set to debut on a revamped website launching this year, Missi Six will provide guests with personalized recommendations and assistance tailored to their preferences. Moreover, a redesigned mobile app will feature interactive maps for park navigation, mobile food ordering, and real-time updates on attractions and events.
Complementing these enhancements is the upcoming launch of the Six Flags Digital Wallet, a platform that enables guests to access their loyalty benefits and make payments using their preferred methods via the app, smartwatch, or wristbands. This innovation will eliminate the need for physical wallets, offering a hassle-free and secure payment experience across all Six Flags theme and water parks.
The technology-driven initiatives are made possible through the collaborative efforts of The Digital Alliance, a consortium of leading tech firms including Google, Dell and HCL Tech. Together, the firms are identifying and implementing solutions to enhance the experiences of both guests and team members, with the goal of “transforming Six Flags into a technology-centric entertainment company,” Omar Jacques Omran, chief digital officer of Six Flags, said in a Monday (April 29) press release.
Expanding its digital entertainment frontier, Six Flags is also venturing into the gaming industry with the launch of what it calls “the largest e-gaming initiative in the theme park industry.” This initiative includes the development of a new metaverse gaming platform that merges the excitement of theme parks with the immersive world of online gaming.
Meanwhile, the gaming industry itself is undergoing a digital transformation.
MGM Resorts International, one of Las Vegas’ largest casino operators, recently reported robust revenue growth driven by its investment in the online gaming joint venture, BetMGM. With BetMGM emerging as a top competitor in both U.S. iGaming and sports betting, the company is expanding its digital footprint through strategic partnerships and platform enhancements, further solidifying its position in the evolving digital landscape.
The sportsbook and online casino platform recently partnered with X (formerly Twitter), making it the exclusive Live Odds Sports Betting partner for the social media platform. The collaboration integrates BetMGM’s offerings into X’s platform, allowing users to access BetMGM’s website and app directly from X, enhancing accessibility and engagement for sports fans.
At the same time, there’s a digital shift happening in how gamers handle payments. Research by PYMNTS Intelligence indicates a growing demand for digital instant payment methods among gamers, challenging the traditional dominance of cash payments.
In fact, 76% of gamers who can’t access instant payouts would if they could, prompting companies like Caesars Sportsbook to offer push-to-card instant payouts within their apps. This move not only improves customer satisfaction but also fosters loyalty among gaming enthusiasts, illustrating the importance of digital payments in shaping the gaming experience.
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