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娛樂

市場調查報告書

商品編碼

1883957

基於位置的娛樂（LBE），2024-2031 年

Location-Based Entertainment, 2024-2031

出版日期: 2025年10月07日 | 出版商:

Frost & Sullivan | 英文 17 Pages | 商品交期: 最快1-2個工作天內

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簡介目錄

身臨其境型影像帶來全新體驗，推動創新成長

基於位置的娛樂（LBE）是指利用技術和共用環境提供身臨其境型影像體驗的場所，這種體驗通常在家中無法實現。身臨其境型影像LBE使用高解析度、廣視角球形或牆面顯示器和/或虛擬實境（VR）、擴增實境（AR）和混合實境（MR）（統稱為擴增實境（XR））來為參與者創造超逼真的體驗。

身臨其境型LBE 的特點：大型影像：廣視角發光二極體(LED)/投影穹頂和牆壁顯示器；互動性：運動追蹤、觸覺回饋、空間運算；群體體驗：與家庭 XR 不同，身臨其境型LBE 鼓勵參與者之間的社交互動；物理融合：真實世界的元素，例如移動地板、道具和主題建築。

身臨其境型視訊 LBE 的例子包括廣角視訊場所、身臨其境型藝術裝置、主題公園景點和 VR遊樂場，通常帶有機械組件。

場館門票收入計入營運商的年度收入。

2023 年在內華達州拉斯維加斯首次亮相的 Sphere 以及 2024 年推出的大型穹頂形 Cosmo 娛樂設施，讓公眾意識到，透過高解析度顯示器和定向揚聲器，可以為音樂會和體育賽事帶來「超越電影院的沉浸式體驗」。

雖然傳統上主題樂園依靠機械設施，但身臨其境型影像的引入增強了體驗，並吸引了更多遊客，儘管初期成本很高。

天文館式的廣角圓頂螢幕與高品質投影影像結合，打造出超越傳統影院或IMAX影院的沉浸式體驗。雖然大多數設施都因地制宜，但採用模組化和擴充性的技術，可以在多個地點複製成功經驗，同時最大限度地降低成本。

雲端基礎的影像和 XR 串流媒體可以減少對昂貴的現場硬體的需求，但頻寬要求是一個挑戰。

迪士尼和環球影業等大型電影公司正在利用其電影和電視智慧財產權來擴展其主題樂園的景點，超越傳統的機械景點（雖然有趣但被動），創造身臨其境型視訊遊樂設施和遊戲化互動區域。

新冠疫情後，隨著演出恢復，實況活動的收入增加，但家庭和劇院設備的改進使得基於地點的娛樂需要差異化。

高品質、可重複觀看的身臨其境型影像體驗，或熱門藝術家和體育賽事，能夠吸引回頭客。

生成式人工智慧（AI）可以創造新的故事並適應受眾，從而創造動態和個人化的體驗。

透過與熱門智慧財產權 (IP) 品牌（例如電影角色和故事）以及熱門藝術家和創作者合作，提高觀眾的認知度和品牌知名度。

身臨其境型藝術展覽通常作為臨時景點在城市間巡迴展出，吸引大量觀眾。除了門票收入外，以參展藝術家作品為主題的書籍、海報和其他周邊商品的銷售也能進一步增加收入。

除了電影和串流媒體收入外，電影公司還可以透過讓粉絲有機會在場館和主題公園以身臨其境型體驗的形式「參觀」他們喜愛的作品的場景，從而創造額外的收入。

有針對性的社交媒體和傳統廣告，以及口碑行銷，將促進觀眾人數和門票銷售。

對於熱門IP來說，周邊商品銷售除了門票收入外，也是重要的收入來源。

數據分析和個人化功能可以幫助您客製化體驗並最佳化客戶維繫。

透過採用特許經營/授權模式，我們可以用更少的資本投入實現全球擴張。

三大戰略挑戰對液態鉛鉍合金產業的影響

顛覆性技術

原因：
- 2023 年在內華達州拉斯維加斯首次亮相的 Sphere 以及計劃於 2024 年安裝的大型內容影院 Cosmos 娛樂設施，讓公眾意識到，使用高解析度顯示螢幕和定向揚聲器，可以為音樂會和體育賽事帶來“超越電影院的沉浸式體驗”。
- 傳統上，主題樂園依靠機械遊樂設施，但身臨其境型影像的引入增強了體驗，吸引了更多遊客，儘管初始成本更高。
弗羅斯特的觀點：
- 天文館式的廣角圓頂螢幕與高品質投影影像結合，打造出超越傳統影院或IMAX影院的沉浸式體驗。雖然大多數設施都因地制宜，但採用模組化和擴充性的技術，可以在多個地點複製成功經驗，同時最大限度地降低成本。
- 雲端基礎的影像和 XR 串流媒體可以減少對大規模現場硬體的需求，但頻寬高峰可能是一個挑戰。

激烈的競爭

原因：
- 迪士尼和環球影業等大型電影公司正在整合其電影和電視智慧財產權，以擴展其主題樂園的景點，超越傳統的機械遊樂設施（雖然有趣但較為被動），轉向身臨其境型視訊遊樂設施和遊戲化互動區域，以提高遊客的參與度。
- 雖然我們看到新冠疫情后電影院和實況活動有所恢復，但家庭和影院技術的進步意味著基於位置的娛樂必須透過身臨其境型體驗來脫穎而出。
弗羅斯特的觀點：
- 高品質、可觀看、身臨其境型的影像體驗有可能推動對藝術家和體育賽事的需求，吸引觀眾，並在注意力競爭激烈的行業中推動收入成長。
- 生成式人工智慧（AI）可以創造新的故事，並適應受眾，從而創造動態的、個人化的體驗。

創新經營模式

原因：
- 身臨其境型藝術展覽通常作為臨時性的巡迴展覽吸引大量觀眾，門票銷售透過書籍、海報和參展藝術家的圖片等實體商品的銷售得到促進。
- 除了電影和串流媒體收入外，製片廠還可以透過讓粉絲在場館和主題樂園以身臨其境型體驗的形式「參觀」他們所熱愛的目的地，從而創造額外的收入。
弗羅斯特的觀點：
- 結合針對性的社群媒體廣告、傳統廣告和口碑行銷，可以提高上座率和門票銷售。
- 特別是對於熱門IP，我們可以預期商品銷售收入會增加，這是門票收入以外的額外收入。
- 數據分析和個人化功能可以幫助您客製化體驗並最佳化客戶維繫。
- 身臨其境型場館業者可以透過採用特許經營/授權模式，以較少的資本投入實現全球擴張。

成長促進因素

最尖端科技的廣泛應用和融合，例如球幕影像和互動式穿戴式設備，以及成本的下降，將創造更沉浸式的體驗，並鼓勵用戶參觀相關設施。
消費者，尤其是千禧世代和較年輕一代，對互動體驗的需求日益成長，而這些體驗在家中難以實現或成本過高。這種消費者偏好的顯著轉變，尤其是在新冠疫情之後，通常被稱為「體驗經濟」。
對 LBE 市場的大力投資使得能夠快速部署初始成本高昂的設施，在內容開發方面投入更多資金，並制定更高的行銷預算來吸引遊客。
透過在電影院、串流媒體服務、主題樂園、身臨其境型藝術裝置和實況活動場所等多個平台上利用智慧財產權 (IP) 來實現收入來源多元化的潛力，正吸引著擁有現有智慧財產權的工作室的興趣。
這些設施尤其受到城市的重視，為遊客提供獨特而難忘的體驗，全球旅遊業的發展和一些地區可支配收入的增加促進了這些設施的成長。
生成式人工智慧有潛力加速身臨其境型娛樂的內容開發，特別是概念藝術、角色設計以及建築物和景觀的 3D 建模。

成長抑制因素

准入門檻非常高，因為建立和維護配備先進音訊/視訊技術和球形螢幕的 LBE 設施需要大量的初始投資，外加 IP 許可費。
科技的快速進步和客戶對真實感（以及避免暈動症）的期望不斷提高，正在縮短每次安裝的投資回報期（ROI）。
由於本地居民重複使用率有限，基於體驗的娛樂項目在遊客眾多的地區更具優勢，或者需要持續投入內容以保持用戶對新體驗的興趣並鼓勵重複使用。此外，高成本的票價也會限制使用者體驗的次數。
在像 LBE 這樣的新興市場中，投資回報的不確定性可能會阻礙投資者，因為大多數領域的市場經濟仍處於新穎性階段，尤其是當 LBE 不是基於現有的流行 IP 時。
建築施工要求和分區限制可能會限制開發，因為很少有公司能夠設計和建造此類設施，而且此類設施的房地產可能很昂貴或會受到當地社區的反對。
遵守隱私權法（例如歐洲的臉部認證技術）以及新冠疫情後的設施衛生法規可能會降低遊客的熱情。

Location-based entertainment (LBE) refers to immersive video installations that leverage technology and a shared environment to create engaging experiences not typically achievable in homes. Immersive video LBE uses high-resolution, wide field of view domed and wall displays, and/or virtual reality (VR), augmented reality (AR), mixed reality (MR), collectively referred to as extended reality (XR), to achieve highly realistic experiences for participants.

Characteristics of immersive video LBE include: Large-Scale Visuals: Wide field of view light-emitting diode (LED)/projection domed, and wall displays Interactivity: Motion tracking, haptic feedback, and spatial computing Group Experience: Unlike at-home XR, immersive LBE fosters social engagement among participants Physical Integration: Real-world elements, such as moving floors, props, and themed architecture

Examples of immersive video LBE include wide field of view video venues, immersive art installations, theme park attractions, and VR arcades, often with mechanized components.

Revenues derived from venue ticket purchases translate to the owner's yearly revenues.

The 2023 debut of The Sphere in Las Vegas, Nevada and 2024 introductions of Cosm entertainment venues for large-scale domed theaters sparked public awareness of "beyond movie theater" immersion for concerts and sporting events with high-resolution displays and directional speakers.

While theme parks traditionally relied on mechanical rides, the inclusion of projected immersive video upgraded the experience and drew additional visitors after high upfront costs.

High-quality projected video, coupled with wide field of view domed screens similar to planetariums, expanded the feeling of immersion beyond the capabilities of traditional and IMAX movie theaters. Although most venues are location-specific, adopting modular and scalable technologies will help replicate successes across multiple locations while minimizing costs.

Cloud-based video and XR streaming can reduce the need for expensive on-site hardware, though bandwidth needs make this challenging.

Major studios like Disney and Universal combined their intellectual property from films and television to augment theme park attractions into immersive video rides and gamified, interactive areas that engage visitors beyond traditional, albeit entertaining, passive mechanical rides.

Post-COVID-19 saw a rise in live event revenue as performances returned; however, improvements in home and theater equipment led to the need to differentiate location-based entertainment.

High-quality, rewatchable immersive video experiences and/or in-demand artists and sporting events attract repeat visitors.

Generative artificial intelligence (AI) can render new stories and adapt to audiences to create dynamic, personalized experiences.

Partner with popular intellectual property franchises, such as film characters and stories, along with popular artists and creators, to drive audience awareness and brand recognition.

Immersive art exhibits draw large crowds, typically as time-limited attractions that travel between cities. Revenues from ticket sales are bolstered by physical merchandise sales of books, posters, and other items featuring the represented artists.

Beyond movie and streaming revenues, studios can engage viewers in "visiting" the locations of their fandoms in the form of immersive experiences at venues and theme parks, further extracting revenues from them.

Targeted social media and traditional advertising drive viewership and ticket sales, along with word-of-mouth marketing.

Merchandise can enhance revenue beyond ticket sales, particularly for popular IP.

Data analytics and personalization can tailor experiences and optimize customer retention.

Implement franchising/licensing models to expand globally with lower capital investment.

The Impact of the Top 3 Strategic Imperatives on the LBE Industry

Disruptive Technologies

Why:
- The 2023 debut of The Sphere in Las Vegas, Nevada, and the 2024 introductions of Cosm entertainment venues for large-scaled content theaters sparked public awareness of "beyond movie theater" immersion for concerts and sporting events with high-resolution displays and directional speakers.
- While theme parks traditionally relied on mechanical rides, the inclusion of projected immersive video upgraded the experience and drew additional visitors after high upfront costs.
Frost Perspective:
- High-quality projected video coupled with wide field of view domed screens, similar to planetariums, expanded the feeling of immersion beyond the capability of traditional and IMAX movie theaters. Though most venues are location-specific, adopting modular, scalable technologies will help replicate successes across multiple locations while minimizing costs.
- Cloud-based video and XR streaming can reduce the need for extensive on-site hardware, though bandwidth spikes can make this challenging.

Competitive Intensity

Why:
- Major studios like Disney and Universal combined their intellectual property from films and television to augment theme park attractions into immersive video rides and gamified, interactive areas that engage visitors beyond traditional, albeit entertaining, passive mechanical rides.
- Post-COVID-19 saw a return to movie theaters and live events; however, improvements in home viewing and theater technology led to the need to differentiate location-based entertainment with immersive experiences.
Frost Perspective:
- High-quality, watchable immersive video experiences may draw in demand for artists and sporting events attract visitors to drive revenues in an industry competing for attention.
- Generative artificial intelligence (AI) can render new stories and adapt to audiences to create dynamic, personalized experiences.

Innovative Business Models

Why:
- Immersive art exhibits draw large crowds as typically time-limited attractions traveling between venues. Revenues from ticket sales get bolstered with physical merchandise sales of books, posters, and stock images of the represented artists.
- Beyond movie and streaming revenues, studios can engage viewers in "visiting" the locations of their fandoms in the form of immersive experiences at venues and theme parks, further extracting revenues from them.
Frost Perspective:
- Targeted social media and traditional advertising drives viewership and ticket sales along with word-of-mouth marketing.
- Merchandise can enhance revenue beyond ticket sales, particularly for popular IP, for additional revenue beyond ticket sales.
- Data analytics and personalization can tailor experiences and optimize customer retention.
- Immersive venue owners can implement a franchising/licensing model to expand globally with lower capital investment.

Growth Drivers

Adoption, convergence, and decreasing costs of cutting-edge technologies, such as projecting video on dome screens and interactive wearables, create more immersive experiences that entice users to visit venues.
Consumer demand is growing from millennials and younger demographics who prefer interactive experiences that are difficult and/or cost-prohibitive to replicate at home. This broad shift in consumer preferences, particularly post-COVID-19, is often referred to as the experience economy.
Strong investment in the LBE market enables faster rollouts of high-initial cost venues, more spending on content development, and higher marketing budgets to attract visitors.
Crossover potential of intellectual property from movie theaters and streaming services to diversify revenue across theme parks, immersive art installations, and live event venues generates interest from studios with existing IP.
Global tourism and increasing disposable income in some regions contribute to growth, as such venues serve as unique and memorable experiences often highlighted by cities and sought out by visitors.
Generative AI has the potential to accelerate content development for immersive location-based entertainment, particularly for concept art, character design, and 3D models of buildings and landscapes.

Growth Restraints

High upfront investment costs for setting up and maintaining LBE venues with advanced audio/video technologies and domed screens, coupled with licensing IP, present a significant barrier to entry.
Rapid technology advancements and rising customer expectations for realism (and motion sickness avoidance), shortens the return on investment (ROI) window for each equipment installation.
Limited repeat visits for locals inclines LBE toward higher tourism areas or requires continuous investment in content to maintain user interest for novel experiences and attract repeat business. High costs leading to high ticket prices can also limit users to fewer LBE experiences.
In an emerging market such as LBE uneven returns on investments can dissuade investors as the economics of the market are still in the novelty phase in most segments, particularly if the LBE is not based on existing, popular IP.
Architecture and building necessities along with zoning opposition can constrain development as few companies are equipped to design and build such venues, and real estate for such venues can be expensive and/or opposed by local communities.
Regulations, such as facial recognition in Europe complying privacy laws and compliance with equipment sanitation post-COVID-19, can limit visitor enthusiasm.