Looking ahead, Disney seeks to improve the user experience of its theme parks, which are now moving towards a new connection between the physical and digital world …
In late 2021, Disney filed a “virtual world simulator in a real world location” patent to create its own online theme park, attracting even more mainstream media attention to the subject.
During the company’s fourth quarter earnings call in November 2021, the company’s CEO, Bob Chapek, clarified:
“We will be able to connect even more closely the physical and digital worlds, allowing storytelling, without limits, in our Disney metaverse. “
While bold, the entertainment giant’s initiative goes further and the recent appointment of a vice president to direct the company’s gaze on the metaverse shows that the company is investing heavily to innovate in its products and in the experience offered to its customers. consumers.
Currently, there are approximately 12 official Disney theme parks around the world: the United States, Paris, Hong Kong, Japan and China.
In 2021, the revenues generated by the Parks, Experiences and Products segment, even with the COVID-19 pandemic, were approximately 17 billion dollars. This figure includes part of the revenues from its collection of NFT “Golden Moments”, in collaboration with the digital platform VeVe.
In fact, before openly announcing its interest in the so-called metaverse, the company had already demonstrated its enthusiasm for the universe of crypto-assets with the launch of this collection of 3D gold figurines inspired by Disney characters. It was Disney’s debut in product trading within the metaverse.
It was therefore only a matter of time for the company to move towards the study of the creation of its 1st theme park in the metaverse.
It is therefore clear that the arrival of a VP in this new role is part of a very bold metaverse marketing strategy aimed at taking the user experience to the next level.
What is the impact of Disney’s metaverse on the market?
It is not yet possible to say whether Disney’s Metaverse will allow for unlimited storytelling. The fact is, the ability to interact virtually is becoming an obsession for business leaders. The appointment of a Disney Vice President dedicated to the metaverse has an impact on how the market perceives the presence of this new technology and its consumption path.
Thus, the arrival of Disney raises the bar for integrating physical and digital experiences and determines how other major players in the market appropriate the metaverse.
Therefore, the intention of the company is not only to become part of the “big tech”, but to be truly protagonist of this digital movement, taking care of every detail so that everything continues to be magical for its audience.
To get an idea, in numbers, Disney’s customer experience department manages to ensure that the visitor return rate is 70%. There is no doubt that the way Disney delights customers takes loyalty to another level.
This is the main reason why the customer experience is so crucial in determining the success or failure of your business.
Disney wants to start with its Disney + platform
With “Remembering,” Disney recently released the first augmented reality movie for Disney +. The short, starring Brie Larson (Captain Marvel) in the lead role, transports viewers into a magical fantasy world. Through an app, the film can be experienced with additional augmented reality effects with your smartphone.
In addition to augmented reality movies, virtual reality attractions may also find their way onto the platform in the future. According to the CEO, it would be possible, for example, to transpose the horror house Phantom Manor, well known in Disney theme parks, into virtual reality.
In the future, Disney + will not only be a platform for films and series, but also a platform for experiences. “A platform to embody both the physical things that can be experienced in a theme park and the digital experiences that can be lived through the media”.