Looking to the future, Disney is looking to improve the user experience of its theme parks, which are now moving towards a new connection between the physical and digital worlds…
In late 2021, Disney filed a “virtual-world simulator in a real-world location” patent to create its own online theme park, drawing even more mainstream media attention to the topic.
During the company’s fourth quarter earnings call in November 2021, the company’s CEO, Bob Chapek, made it clear:
“We will be able to connect the physical and digital worlds even more closely, enabling storytelling without boundaries in our own Disney metaverse.”
Although the entertainment giant’s initiative is bold, it is moving forward, and the recent appointment of a vice president to direct the company’s gaze to the metaverse proves that the company is investing heavily to innovate in its products and in the experience offered to its consumers.
Currently, there are approximately 12 official Disney theme parks around the world: United States, Paris, Hong Kong, Japan and China.
By 2021, revenue generated by its Parks, Experiences and Products segment, even with the COVID-19 pandemic, was approximately $17 billion. This figure includes part of the revenue from their 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 characters from Disney. It was Disney’s debut in merchandising within the metaverse.
It was therefore only a matter of time for the company to move towards investigating the creation of its 1st theme park in the metaverse.
It is therefore clear that the arrival of a vice president 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?
Whether Disney’s Metaverse will allow limitless storytelling is not yet possible to say. The fact is that the ability to interact virtually is becoming an obsession for business leaders. The appointment of a vice president at Disney dedicated to the metaverse has an impact on how the market perceives the presence of this new technology and its consumer journey.
Disney’s arrival thus raises the parameters for integrating physical and digital experiences and determines how other major players in the market will appropriate the metaverse.
Therefore, the company’s intention is not just to join the “big techs”, but to really be a protagonist in this digital movement, taking care of every detail so that everything continues to be magical for its audience.
To get an idea, in numbers, the customer experience department in Disney 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 customer experience is so critical to the success or failure of your business.
Disney will start with its Disney + platform
With “Remembering,” Disney recently released the first augmented reality movie for Disney+. The short, starring Brie Larson (Captain Marvel), transports viewers to 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 to the platform in the future. According to the CEO, it would be possible, for example, to convert the haunted house Phantom Manor, known in Disney theme parks, to 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 you can experience in a theme park and the digital experiences you can experience through media.”