LBE took center stage at Licensing Expo 2022.

License Global

June 1, 2022

2 Min Read
Grave Digger from Feld Entertainment.Feld Entertainment

Location-Based Experiences was the theme for Licensing Expo 2022, held May 24-26 at Mandalay Bay Convention Center in Las Vegas. As part of the hugely-attended event, several companies transformed their booths into LBEs or used their spaces to highlight the theme. 

One larger-than-life attraction was Feld Entertainment’s Grave Digger Simulator Ride Experience, created in partnership with DOF Robotiks. Attendees flocked to the site for a realistic ride in a Monster Jam truck. The simulator produced a range of movement on a six-axis platform featuring pitch, roll and yaw moves. Excited shouts could be heard throughout the three-day event as riders experienced lifelike sensations combined with video delivered through VR headsets.  

Barry and Jason Games and Entertainment transformed its booth into an old-school penny arcade. The entrepreneurial duo offered up several games for people to play for only one cent – and provided pennies for the unprepared penniless. Winners were able to take home a variety of Barry and Jason party games. 

People lined up at Hasbro’s Experience booth for a chance to preview the “Transformers:” VR Battle Arena with Meta4 Interactive. Players also enjoyed taking part in a NERF challenge and previewing a few of the company’s innovative LBEs from around the world, including the My Little Pony and “Transformers Hotel” Collection, the Monopoly Lifesized attraction and Top Hat Restaurant & Bar from London.  

Iron-bellied fans of the popular YouTube show, “Hot Ones,” were able to vie for a chance to take part in a truncated version of the escalating hot sauce-challenge game thanks to BuzzFeed

Bigfoot 4x4 debuted “BIGFOOT Crush,” a monster truck race arcade game by Unis Technology. 

Anglers tried their luck at hooking a lunker with Cronus Global’s “Wicked Tuna” interactive fishing game. 

Attendees could make an appointment for a 20-minute demonstration at the Falcon's Beyond booth to experience immersive and interactive technologies in Falcon's X-Lab, showcasing a variety of technologies, including SpectraVerse, Falcon's Vision, ON!X Theater and other attraction systems.  

NAFTOS, a company that specializes in minting 2D, 3D and 3D-interactive NFTs, created personalized NFT avatars for attendees using a full body scan.   

The Lumistella Company’s booth featured performing acrobats from The Elf on the Shelf’s Magical Holiday Journey. The production is an LBE that will return to Los Angeles with a bigger outdoor immersive theatrical adventure this holiday season.  

LAI Games debuted a new version of Virtual Rabbids: The Big Ride with Virtual Rabbids Ultra HD. It features the original six experiences, now in 5K resolution, with new VR hardware and software for the motion base by D-BOX. The company also showcased its Asphalt 9 Legends Arcade, a deluxe motion-simulator racing game based on the globally popular mobile app from Gameloft, featuring world-famous supercar brands. 

At the SEGA booth, 3D muralist, Nate Baranowski, created an immersive experience that allowed attendees to jump into the action with everyone’s favorite Blue Blur, Sonic the Hedgehog. 

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Licensing Expo 2022

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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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