The Smiler Rollercoaster game app by Alton Towers Resort


Alton Towers Resort has launched its first ever mobile game based on its new world first ride, The Smiler, coming to the UK’s number one theme park in May 2013. The Smiler App will bring the new coaster to life on mobile and tablet, consisting of an exciting 3D simulation of the ride. The game has three main sections: The game, The Smiler scanner and the wheel of win.

The Game
Over in the main section of The Smiler app, players will take control of the ride cars and navigate their way around the coaster in as perfect a line as possible. As each section is completed the riders will become marmalised, a term, which has been used since The Sanctuary, opened at Scarefest during the 2012 season. Gamers will be able to experience the intense thrills, twists and turns of the ride and will be rewarded with upgrade points to spend on a wide range of elements. Based on the coaster’s Marmaliser feature — there are aspects that will mess with the rider’s body and mind including effects such as flashing lights, optical illusions, laughing gas and tickling prongs. The game also gives players the opportunity to unlock hidden content using Augmented Reality technology once they visit the theme park, including accessing additional images, videos and secret upgrades for the game.

The Smiler Scanner
The Smiler Scanner is used to unlock bonuses and upgrades to other parts of the game, after scanning symbols, which are likely to be found around the Alton Towers Resort.

The Wheel of Win
The wheel of win is an opportunity for users to win a range of fantastic Alton Towers Resort prizes. Players can spin a wheel for free each day, or use the points generated through the game to gain additional spins.

Developed by the award winning production team at Matmi, The Smiler app brings together several intricate development techniques; blending gameplay, competitions and augmented reality in a completely new package for theme parks.

Katherine Duckworth, head of Consumer Marketing at the Alton Towers Resort, comments, “The Smiler is the biggest ever ride launch for the Alton Towers Resort and so we really wanted to create something that would get our guests excited about the ride and give them a taste of what is to come before the new coaster opens in May 2013.”

Matmi CEO Jeff Coghlan says “Being based in Cheshire, we’ve all grown up with Alton Towers, so to get a chance to work with the team and create a game for The Smiler has been a great pleasure. We’re firm believers in the positives of campaigns that bring the digital and physical worlds together, and we’re really excited to unleash The Smiler App for Alton Towers Resort. It has enabled us to meld gamification, augmented reality and gaming all into one fantastic app.”

The app is now available through the Apple App Store and Google Play.

An investment of £18million, The Smiler is the new world first rollercoaster coming to the Alton Towers Resort in May 2013. Keep up to date with the latest news on the new world first rollercoaster at www.the-smiler.com. Find more out about the game at: www.the-smiler.com/the-game.

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