MediaMation, Inc.

[mediamation-blog]

‘Ion Torq’ Puts You In a Full-Size ATV For Cooperative Multiplayer

At the International Association of Amusement Parks and Attractions (IAAPA) trade show in Orlando, 3D Live and MediaMation showcased a brand new motion simulator virtual reality ride called Ion Torq. Developed by 3D Live Axo using Epic Games’ Unreal Engine 4 technology, the experience introduces a brand new virtual reality video game that seamlessly connects with full-sized ATVs that have been customized to authentically replicate the in-game driving action.

Nathan Huber, co-founder and CEO of 3D Live, told UploadVR the battle racing game has been designed to thrust players into the middle of a battle between giant robots and aliens. Playing as humans who are trying to stay alive, players will fight drone robots and giant mechs.

“You have a driver with gas pedal, brake and steering wheel and a gunner with a head-mounted tracking target and gun,” Huber said. “He’s keeping you safe and helping to destroy the competitors as you battle robots and aliens.”

There’s one area of the level where you drive through labs where aliens are being dissected, and another portion which offers a glimpse outside at the massive battle happening around you on this planet, where you’re escaping a station before it’s completely destroyed.

The game combines cooperative play as the driver and gunner must work together against the in-game foes, as well as competitive play against the other human-controlled drivers.

The single level beta of Ion Torq on display at IAAPA was created by 3D Live Axo in just eight weeks. The final full game will be completed by the middle of next year.

The multiplayer game has been designed for as many as four ATVs to be linked together. Each ATV holds two players with one driving and the second manning a built-in gun. The ride incorporates 4D elements like wind, which both acts as a further immersion of the in-game action and also helps to combat any type of motion sickness. The game is demoed on the show floor with a single CFMOTO vehicle using two Oculus Rifts with gameplay running at 90 frames per second. But final production models will use a variety of real ATVs, including Polaris, and the current focus on the hardware side is HTC Vive.

One of the things that really makes Ion Torq stand out, according to Huber, is that the experience features a 25 foot wide by 17 foot high 3D LED screen that the company currently manufactures for concerts. The screen was first used by 3D Live in the Mass Effect: New Earth ride at California’s Great America, which opened earlier this year.

“The 3D LED features holographic 3D imagery that allows spectators and people waiting in line for the ride to experience what the players wearing the headsets are seeing,” Huber said. “When a giant robot arm comes out over the ATVs in the game world, it also reaches out into the audience.”

Huber said the one issue VR experiences have always had is offering those not inside the headset world a 2D view of the action. This giant screen serves as a true window into the VR world.

This marks the third collaboration between 3D Live and MediaMation. In addition to creating an 84 motion seat theater for the Mass Effect ride, the companies collaborated with AMD and Dell to build Cry Out: The Lonely Whale Experience for the HTC Vive, which was coupled with MX4D motion seat technology.

Dan Jamele, CEO of MediaMation, told UploadVR while Cry Out was a pre-rendered experience on a set motion path, Ion Torq is using reactive VR, which uses real-time input from the players to sync the in-game action with the ATVs.

“It’s better for us to buy and modify an actual ATV and replace all the suspension with our pneumatic actuators, so it’s being controlled by the players,” Jamele said.

MediaMation has spent the past 27 years working on control systems in theme parks and became specialists in motion simulator controls. Over the past decade, the company began manufacturing its own motion bases and has expanded that into a new business with reactive VR.

Jamele said Ion Torq has been a hit at IAAPA with orders taken from theme parks in the Middle East, China and the U.S. MediaMation has a factory in China that will build the ride.

Because of its size, each ATV is on a 6’ by 7’ platform. Larger theme parks and arcades are currently the focus.

Huber said the ride has been designed for family multiplayer fun, which opens it up to a wide audience.

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MediaMation MX4D® Debuts the World's First MX4D Motion & EFX Esports Gaming Theatre at E3 in Los Angeles

HOLLYWOD, Calif., June 9, 2017 /PRNewswire/ -- MediaMation, Inc. (MMI), a US-based company and industry leader in immersive experiences for cinemas, theme parks and attractions, will debut its breakthrough esports "theater-to-arena" concept at the Electronic Entertainment Expo (E3), the world's premier gaming trade show, next month. The expo will be held at the Los AngelesConvention Center on June 13-15, 2017, and MediaMation will be exhibiting at booth #3233 in the South Hall.

MediaMation's E3 booth will highlight its recently announced MX4D Esports Gaming Theatre concept, spearheaded by CEO Dan Jamele, and launched through a groundbreaking partnership with the TCL Hollywood Chinese Theatre and Hammer Esports, to combine the best of immersive entertainment and esports in a world-class venue. The MX4D Esports Gaming Theatre will be the first of its kind, combining MX4D motion EFX seats and new pro modular gaming desk technology to create an esports arena for premium live events, tournament play and live streaming, where spectators can feel the action on screen, as well as enjoy a fully immersive 4D movie-going experience at night.

The MX4D Esports Gaming Theatre is slated to open at the TCL Hollywood Chinese Theatre in Q3 of this year, bringing esports tournaments and live events to Hollywood. MediaMation's debut at E3 marks the launch of Hollywood Esports with MediaMation as its technology partner. Through Hollywood Esports, MediaMation and its partners have plans to expand the MX4D Esports experience to cinemas, theaters, amusement parks, and other venues across its wide network of new and existing MX4D theaters in the US, China and worldwide.

The E3 exhibit will feature MediaMation's trademark MX4DR motion EFX seats in a venue where players and spectators can engage in an immersive esports gaming experience. Attendees will enjoy a full schedule of gameplay and competitions, featuring titles such as Vainglory and Overwatch. A GameMaster/DJ will orchestrate the motion effects seating with the gameplay, allowing spectators to feel the motion and intensity of the game itself while they watch.

Attendees will also have a chance to play on the stage themselves, and experience the thrill of competing in front of a live audience. Players will be set up with MediaMation's pro modular gaming desks, a breakthrough technology for theaters and other venues, providing a quick convertible system that can instantly transform any stage into an esports gaming venue. There will be competitive tournaments with prizes and giveaways for attendees, and the Hollywood Hammers Esports team will be on-site throughout the show for competition with local pro-teams and meet & greets at the booth.

MediaMation and Hollywood Esports have developed a turnkey business model to enable new and existing partners to join a global esports network, gain access to a wide array of esports programming and premium content, and generate new revenue streams. The MX4D Esports Gaming Theatre offers a modular system that will enable theaters to easily transform into esports theaters, with tournaments organized and hosted by Hollywood Esports. This is a full-service esports venue and programming solution for entertainment complexes and cinemas worldwide that guarantees an immersive, high-energy experience to engage new audiences and expand revenue opportunities.

"Our goal is to create an immersive and engaging esports experience that's unlike anything available in the industry today," said Dan Jamele, CEO, MediaMation, Inc.

Jamele continues, "MediaMation is excited to bring the first MX4D Esports Theatre to Hollywoodand expand this concept nationally and internationally. Esports continues to grow at a record-setting pace, and our turnkey system and best-in-class technology, paired with a global esports network, tournament play and premium esports programming will provide a new solution for fan engagement across a wide range of venues, and we look forward to bringing this to life at E3."

ABOUT MEDIAMATION, INC.

For over 25 years, MediaMation, Inc. has provided innovative technological solutions to the Cinema and Themed Entertainment market and has expanded to the esports industry in 2017. MediaMation is an interactive technology company and a worldwide, leading supplier and manufacturer of patented technology for 4D/5D Motion EFX theaters and seats, including its MX4D® Motion EFX technology, with over 200 installations worldwide. MediaMation also designs and implements turnkey creative solutions for complex shows, rides, exhibits, fountain shows, etc. for theme parks, zoos, aquariums, museums, cinemas and FECs. From concept to design, to installation, MediaMation provides turnkey solutions to creating state-of-the-art 4D theaters and themed environments.

For more information, visit www.MX-4D.com, follow @MediaMationMX4D on Twitter or MediaMation, Inc. on LinkedIn.  

For press inquiries, contact Amber Stepper, MediaMation at [email protected].

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MediaMation unveils the world’s first MX4D® Motion & EFX Esports Gaming Theater at E3 Los Angeles

Leading innovator in the development of immersive experiences, MediaMation Inc. (MMI), is set to reveal its brand new MX4D® Motion & EFX Esports Gaming Theatre at the Electronic Entertainment Expo (E3), in Los Angeles.

The company’s breakthrough ‘theater to arena’ concept is likely to cause a stir at next month’s hotly-anticipated gaming trade show.

The world’s first MX4D Esports Gaming Theater is expected to open later this year at the TCL Hollywood Chinese Theater.

MediaMation has partnered with Hammer Esports and TCL Hollywood Chinese Theatre to realise the gaming theater concept. The modular system allows theatres to transform seamlessly into esports arenas, with tournaments organised and hosted by Hollywood Esports.

Visitors to E3 will get the chance to try out an immersive gaming experience for themselves at MediaMation’s booth #3233. Featuring the company’s signature MX4D motion EFX seats, participants can immerse themselves in the full schedule of gameplay and competitions, with titles including Vainglory and Overwatch. A GameMaster/DJ will synchronise the seating with the gameplay, so that spectators get to experience the motion and intensity of the game itself.

What’re more, attendees will have the opportunity to play on the stage themselves, and experience the buzz of competing in front of a live audience. This is made possible thanks to MediaMation’s pro modular gaming desks. The breakthrough technology offers a quick, convertible system that can instantly transform any stage into an esports gaming venue.

“Our goal is to create an immersive and engaging esports experience that’s unlike anything available in the industry today,” explains Dan Jamele, CEO, MediaMation, Inc.

“Esports continues to grow at a record-setting pace, and our turnkey system and best-in-class technology, paired with a global esports network, tournament play and premium esports programming will provide a new solution for fan engagement across a wide range of venues, and we look forward to bringing this to life at E3.”

Experience MediaMation’s MX4D® Motion & EFX Esports Gaming Theater concept in partnership with TCL Hollywood Chinese Theatre and Hammer Esports at the E3 Expo in Los Angeles from June 13-15, 2017.

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TCL Chinese Theatre Creates Hollywood Esports Organization, Partners with Hammer Esports

Hollywood’s TCL Chinese Theatre—just months after announcing the creation of an “immersive esports theater” in Southern California—is expanding on its esports activities with the creation of Hollywood Esports, an esports organization that includes numerous gaming teams and the planning of esports events. This move is in partnership with the Hammer Esports organization, who will now be competing under the Hollywood Hammers banner.

One possibility of this push for growth could be inclusion in Blizzard’s OverwatchLeague.

“The Hammers organization looks to lead the trend of esports teams being more accessible and connected to local fans,” says Hammer Esports CEO and founder King ‘KIMA’ Perez De Tagle. “Our affiliation with the TCL Chinese Theatre, an incredible Los Angeles landmark, and the creation of Hollywood Esports, bridges the gap between our global fans and gamers of all kinds.

As the Hollywood Hammers, our teams welcome other competing esports teams to challenge us in our home arena. Concurrently, Hollywood Esports will work closely with the TCL Chinese Theatre to develop multiple esports content strategies with the production of tournaments, game launches and events.”

TCL Chinese Theatre will also be creating a show for its esports initiatives, dubbed “Tournament Tuesday,” to be aired from its esports venue. Host Michelle Slayton adds that TCL wants “Los Angeles and the rest of the world to get to know our new teams as we cover events and competitive gaming. We aim to put a spotlight on the human side of gaming and how it’s creating a new culture and community.”

The Hollywood Hammers will compete in a number of esports titles, including Overwatch and mobile titles like Vainglory.

“We are bringing to Los Angeles an exceptional esports franchise to become our local team,” said TCL Chinese Theatre CEO Robert K. Laity. “The esports world deserves a local fan base in addition to a global following in much the same way that other sports like basketball, football, and baseball have strong and close affiliations with fans in major cities across the US. Los Angeles now has its newest team to follow and support.”

One possibility of this push for growth could be inclusion in Blizzard‘s OverwatchLeague. As recent reporting has shown, Blizzard’s push toward non-endemics may be icing out endemic esports organizations (further confirmed by Dignitas’ recent Overwatch drop). For Hammer Esports, a partnership with a large company like TCL could mean not only the resources to get into the OWL, but also the attention of Blizzard as a regional powerhouse. If Hollywood Esports can nab the regional rights to Southern California in the OWL, it could potentially gain massive revenue and esports followers.

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Rocking the eSports World: MediaMation will shake up gaming at famed TCL Chinese Theatre

The legendary, 90-year-old TCL Chinese Theatre in Hollywood, CA, famous for its red carpet movie premieres and movie-star handprints and footprints, is now preparing to enter the world of sports, courtesy of innovative 4D motion-seating company MediaMation.

The TCL Chinese Theatre plans to launch the industry’s most advanced sports theatre in its adjacent Chinese 6 Theatre complex. The theatre will function both as an MX4D®Motion EFX movie theatre, as well as serve as the first MX4D immersive spectating theatre hosting competitive sports tournaments and provide a launch pad for a network of tournament theatres beyond Hollywood.

According to Dan Janelle, CEO of MediaMation, “eSports is a fast-paced, high-action form of entertainment and our MX4D Motion EFX theatres provide the audience the most engaging and immersive viewing experience. The audience is pulled deep into the thrill of the competition.”

Jamele continues, “MediaMation designs, engineers and installs ultra-modern, modular eSports destinations, temporarily converting the theatre space into a full-scale eSports tournament environment (and then back to theatre space!). The goal is to offer a professional and immersive environment for spectating while the audience ‘feels’ the gaming action in their MX4D eSports spectator seat.”

He adds, “It just made sense for MediaMation to be in the eSports space. The MX4D ‘theatre-to-arena’ initiative is immersive, eSports spectating like nobody has ever seen before!”

Alwyn Hight Kushner, president and COO of the TCL Chinese Theatres, explains, “After we hosted the Vainglory World Championship last year, we were hooked, and wanted to expand our participation with a unique and exciting venue for players, tournament organizers and game publishers.”

Robert K. Laity, CEO of the TCL Chinese Theatre, declares, “What we are launching is just the tip of the iceberg. We see cinema operators working together as a global network of immersive MX4D sports theatres and becoming part of the fabric of competitive gaming. We are in discussions with sponsors, sports organizations and other cinema operators to join force with the TCL Chinese Theatre as we bring this exciting capability to the world of online and live tournament play.”

Participants will enjoy an industry-first eSports experience as their MX4D seats roll and tilt in an exciting clash between world-class teams. They’ll feel the action as competitors bash, smash, maneuver, shoot, blow up and knock down their rivals while racking up points.

E-sports (also known as competitive or pro videogaming) is a hot new form of competition that is played on personal computers, consoles (such as Xbox and PS4) and mobile devices. E-sports teams have moved into professional status, with contracted teams and players receiving sponsorships and endorsements while participating in online and live tournaments where they compete for large cash-prize pools.

Jamele notes, “My research shows that eSports has been experiencing double-digit growth for several years. The eSports global community is currently 148 million strong. The League of Legends championship, in 2016, drew 36 million fans. That's more than the NBA Finals!”

Away from the tournaments, moviegoers can enjoy watching feature films in an MX4D theatre seat that moves in sync with the movie action and special effects in the cinema, allowing them to “feel” the movie’s motion, jolts, pokes, wind, water, even scents.

MX4D is MediaMation’s uniquely branded “4D” motion and special-effects system. The motion and effects are programmed to both sync with and enhance the action on the screen for a more exciting and vivid moviegoing experience.MX4D effects include moving seats, air/water blasts, leg/neck ticklers, fog, seat/back pokers, seat rumblers, smoke, snow, rain and more.

After enhancing blockbuster movies, MediaMation is literally entering a new arena. “The draw of eSports tournaments is almost guaranteed to increase the frequency of cinema visits,” Jamele pledges. “Cinema chains that partner with MediaMation will enjoy a new revenue stream through the MX4D ‘theatre-to-arena’ eSports initiative.”

For more information about MediaMation’s MX4D “theatre-to-arena” eSports initiative, contact [email protected] or call 310-320-0696.

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Hollywood's iconic Chinese Theater complex will house a 4D "esports theater"

Hollywood's longstanding TCL Chinese Theatre is looking to become Los Angeles' new esports destination.

Come late this summer, owners of the iconic theater will launch an esports facility in the Chinese 6 Theatre complex next door. It'll operate as an MX4D Motion EFX movie theater as well as "the first immersive spectator theater" for esports tournaments, according to the press release. It'll apparently "provide a launch pad for a network of tournament theaters beyond Hollywood."

The TCL Chinese Theatre hosted Super Evil Megacorp's Vainglory World Championship in 2016—and that sparked an interest in the emerging esports market. "After we hosted the Vainglory World Championship last year, we were hooked, and want to expand our participation with a unique and exciting venue for players, tournament organizers, and game publishers," said TCL Chinese Theatre president and COO Alwyn Hight Kushner in a statement.

The 4D theater will be equipped with "moving seats, air/water blasts, leg/neck ticklers, fog, seat/back pokers, seat rumblers, and other special effects such as smoke, snow, rain, and more." Though we're not sure this is what esports fans want, they'll be able to literally feel the action "as competitors bash, smash, maneuver, shoot, blow-up, and knock down a competitor all the while racking up points leading them to a victory."

“What we are launching is just the tip of the iceberg,” said TCL Chinese Theater CEO Robert K. Laity. “We see cinema operators working together as a global network of immersive MX4D esports theaters and becoming part of the fabric of competitive gaming. We are in discussions with sponsors, esports organizations and other cinema operators to join forces with the TCL Chinese Theatre as we bring this exciting capability to the world of online and live tournament play.”

The esports theater is expected to open in late summer—and while it sounds really weird, we're looking forward to getting Primal Rage'd by Overwatch hero Winston IRL.

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Hollywood’s Chinese Theatre Complex Launching Esports Facility

Owners of the TCL Chinese Theatre in Hollywood are planning to launch an immersive esports theater in its adjacent Chinese 6 Theatre complex.

The eports facility will open in the late summer. The announcement was made Monday at the opening day of CinemaCon.

Plans are for the facility to function both as an MX4D Motion EFX movie theatre, as well as serve as what’s touted as the first immersive spectator theater hosting competitive esports tournaments along with providing a launch pad for a network of tournament theaters beyond Hollywood.

“What we are launching is just the tip of the iceberg,” said Robert K. Laity, CEO of the TCL Chinese Theatre. “We see cinema operators working together as a global network of immersive MX4D esports theaters and becoming part of the fabric of competitive gaming. We are in discussions with sponsors, esports organizations and other cinema operators to join forces with the TCL Chinese Theatre as we bring this exciting capability to the world of online and live tournament play.”

For movies, seats in the MX4D system are programmed to move in sync with the movie action along with offering  air/water blasts, leg/neck ticklers, fog, seat/back pokers, seat rumblers, and other special effects. The system is produced by MediaMation, which provides 4D Motion EFX theateres and seats at over 200 installations worldwide.

TCL acquired naming rights to the Chinese Theatre in 2013. The owners partnered with Imax Corp. that year to renovate the facility as a custom-designed Imax theater.

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Mediamation Marks 100th MX4D Theater Installation During Omnijoi Cinema’s 60th Theater Opening Celebration in Shanghai, China

MediaMation and renowned Chinese cinemas chain Om nijoi introduces MX4DR technology to Shanghai cinema market.

CEO of MediaMation, Inc. (MMI) , Dan Jamele, and Omnijoi’s Cultural Group Co. Ltd.’s Deputy General Manager, Huang Bin, were present to celebrate two important milestones – MediaMation’s 100th MX4D theater installation in China and Omnijoi International’s 60th theater opening at Longhu Hongqiao-Tianjie theater in Shanghai.

Since MediaMation’s expansion into China in 2015, MediaMation’s MX4D theaters have continued to enjoy popularity amongst Chinese audiences.

“On the average, there is one theater opening, every seven days in China,” says Dan Jamele, CEO of MediaMation, Inc.. “Now, millions of moviegoers have access to an MX4D cinema to experience MediaMation’s technology.”

The completion of this installation is a milestone for Omnijoi; launching their flagship MX4D Motion EFX Theater in 2015 in the Chinese city of Nanjung growing to the 60th theater opening in Shanghai.

MediaMation’s MX4D Motion EFX technology resides in over 80 Chinese cities including Beijing, Guangzhou, Shenzhen, Chengdu, Nanjing, Wuhan, and more at over 100 cinema locations.

“Take a look at the growth rate in the China film market over the past few years. In 2014, China’s box office grew 27% from the previous year to $4.55 billion. In 2015, it grew 41% to $6.78 billion. China is not a market to be ignored,” sites Jamele.

According to MSN.com , North America will probably play second fiddle to China within the next two years and by the end of the next decade (2030), China’s film market could generate double the revenue of North America.

MediaMation enters the cinema marketplace

MediaMation entered the cinema market in 2012 with the rollout of (15) fifteen MX4D Motion EFX Theaters for Cinemex in Mexico, followed by (7) seven theaters for Cine Colombia, in South America.

In 2015, the company reached new heights when Sony Business Solutions selected MX4D technology to be installed in Toho Cinemas, the largest theater chain in Japan Toho Cinemas. In the US, National Amusements, the parent company to Viacom and CBS has 3 MX4D Motion EFX Theaters on the East Coast.

Over 20,000 seats installed worldwide

To date, MediaMation boasts of an install base of over 20,000 MX4D EFX seats within major cinema chains, museums, educational centers, and theme parks worldwide.

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Why MediaMation Is Building A Network Of Interactive ESports Theaters

MediaMation has built a network of one-hundred-and-fifty 4D motion theaters around the world and is adding ten new theaters in a month. While the primary use of these MX4D Motion EFX Theaters—which feature seats that are programmed to match the on-screen action and special effects to impact all the senses—is for watching movies, Dan Jamele, CEO of MediaMation, told [a]listdaily that he’s building a new network for eSports competition.

“We’re focusing on micro tournaments, not the big playoffs,” Jamele said. “We have an avid audience of gamers that want to do something like this. We won’t compete with ESL’s 20,000 seat stadiums, but there are other players that push the regional, collegiate and weekly competitions that give players a place to go.”

Jamele is currently in talks with Riot Games and other developers about this new eSports opportunity. “We’ll have options for clients for micro eSports tournaments with full spectator motion as you’re watching, providng a network of venues for eSports,” Jamele said. “We’re hoping to have an announcement in Q1 2017 to open a flagship location, and with that comes a lot of gravitas.” A typical MediaMation theater has 100 to 150 seats, so there is great opportunity for regional eSports, gamers compete locally.

What separates these theaters from the Regal Theaters Coca-Cola has used in recent years to host League of Legends Worlds viewing parties is that they’re interactive. The motion control seats feature front air and water blasts, leg and neck ticklers and seat poppers, while overhead effects like wind, rain, snow, bubbles, scene and lightning strobes are timed to the action. While Coke currently focuses on watching pros play, MediaMation is offering a network for amateurs and college players to compete in front of an audience.

Theaters have experimented with eSports in the past. On August 23, 2015, ESL and By Experience, in association with Fathom Events, brought the ESL One Counter-Strike: Global Offensive finals from the Lanxess Arena in Cologne, Germany to cinema screens across the US and around the globe in over 25 countries. The companies also created exclusive behind-the-scenes content for theater goers, but that event hasn’t been repeated.

On September 21, 2015, Canadian theater chain Cineplex Entertainment bought 80 percent of Canadian eSports company, WorldGaming, for $10 million and invested an additional $5 million into developing an eSports league for its theaters. At the time, Pat Marshall, vice president of communications and investor relations for Cineplex told Fortune, “The eSports audience is an audience that comes to our theaters, but maybe not with the level of frequency they may have in the past. This is an opportunity for us to increase that frequency.”

Riot Games recently partnered with Super League Gaming to bring the City Champs amateur League of Legends competition to theaters in 12 cities by the end of Q1 2017, with plans to grow to 20 cities by the end of next year. Super League is also launching City Rec in 2017, which will allow anyone to come into theaters and play League Unlocked.

The latest company to enter the world of big screen eSports is ESC Games, which has launched a 750-square-foot ESC Game Theater in Paramus, NJ with plans to expand around the country. That theater features exclusive casual multiplayer games like Robot Basketball, Astro Beams and Pixel Prison Blues that up to 30 people can participate in at once using wireless touch screen motion controllers within a special effects-filled room.

MediaMation also has further eSports plans. The company recently debuted a new multiplayer ride-based virtual reality game called Ion Torq, which will be available in theme parks and arcades later in 2017. The multiplayer ride, which uses actual ATVs and runs on either Oculus Rift or HTC Vive, features 3D Live’s mixed reality LED screen, which allows spectators to experience a holographic version of what the riders are experiencing inside the VR game.

Nathan Huber, co-founder and CEO of 3D Live, told [a]listdaily that screen open up new opportunities for eSports, and not just for this motion-based rides, but for theaters and even stadiums. “It brings the audience closer to the video game action,” said Huber.

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