Wavre, Belgium, September 28, 2026 – Belgian interactive attractions specialist Alterface marked its 25th anniversary at IAAPA Expo Europe in London, bringing together clients, partners and friends for a celebratory drink at its booth. The gathering celebrated 25 years of innovation, creativity and one constant principle: making technology invisible so the story can take centre stage and guests can become fully immersed in the experience.
From its beginnings as a Belgian university spin-off exploring gesture recognition to its position today as a trusted technology and creative partner for the global themed entertainment industry, Alterface has spent a quarter of a century mastering one thing above all: interactivity.
And the numbers tell part of the story: more than 150 interactive attractions delivered around the world, over 25 industry awards and more than 150 million guests experiencing Alterface creations.
“For us, it has always been about putting the guest first. Technology should feel natural and intuitive, and ultimately disappear behind the experience. When guests are no longer thinking about the technology and are simply enjoying the moment, we know we’ve done our job.” says Stéphane Battaille, CEO of Alterface.
25 years of bringing stories to life
Among the many attractions Alterface has worked on over the years, Maus au Chocolat at Phantasialand marked a key milestone in the development of Alterface’s interactive dark-ride expertise. The LEGO interactive dark ride, developed in close collaboration with Merlin Entertainments, has grown into a long-standing partnership spanning more than 15 years and 29 LEGO and LEGOLAND Discovery Centres worldwide. Justice League: Battle for Metropolis at Six Flags brought Alterface’s interactive expertise to a major international licensed attraction, while Popcorn Revenge at Walibi Belgium further developed Alterface’s own interactive dark-ride DNA, bringing together storytelling, technology and guest participation in a format that has become a signature of the company.
Today, Alterface continues to develop new ways for guests to participate, play and become part of the story. Its latest projects span next-generation interactive dark rides and immersive walkthroughs, from the ultra-responsive, flashlight-based interactivity of Phantom Theater: Opening Nightmare at Kings Island and the personalised, geolocation-driven experience of Stranger Things: Face the Dark at Netflix House Dallas, to the collaborative, non-intrusive interactivity of The Enchanted Greenhouse at Six Flags Qiddiya City. Together, they reflect Alterface’s continued drive to make experiences more engaging, immersive and personal.
“We have never built these experiences alone. Our strongest projects come from working closely with clients and partners, bringing different expertise together to make ambitious ideas work in the real world.” says Stéphane Battaille.
25 years, and still curious
To mark the anniversary, Alterface brought together clients, partners and friends of the company for a celebratory drink at its booth during IAAPA Expo Europe in London, on wednesday 23th of September. The gathering was an opportunity to celebrate 25 years of collaboration and great adventures, and to raise a glass to what comes next.
As Alterface celebrates this milestone, the company is looking ahead to the next chapter, with the same curiosity, hands-on expertise and collaborative spirit that have shaped its first 25 years.
