Published on the Sprig Editions of InterPark Magazine
For more than 25 years, Belgian company Alterface has been pioneering interactive attractions that place visitors at the heart of the story. Known for its cutting-edge technology and imaginative gameplay, Alterface’s experiences invite guests not just to watch the action unfold, but to become an integral part of it.
Today, under the guidance of its leadership team and dedicated creative engineers, the company continues to shape how interactivity is used across the attractions industry. To better understand the philosophy behind this approach, InterPark spoke with Stéphane Battaille, CEO at Alterface, about how interactivity transforms rides into lasting shared memories.
“Visitors today want more than thrills—they want to step into magical worlds, live personalised adventures, and share meaningful moments with family and friends,” explains Battaille. “At Alterface, we’ve always believed that the most powerful memories are created together, when stories come to life and everyone has a role to play.”
A Range of Interactions, Beyond Shooting
Alterface’s portfolio goes far beyond the traditional concept of shooting rides. The company constantly develops new forms of interaction designed to surprise, delight, and feel intuitive across all age groups.
“Our goal is to keep the sense of wonder alive,” says Battaille. “At last year’s IAAPA Expo, our Imagination Playground demo showcased four different prototype stations—guests could paint with magic wands, reveal constellations, or uncover hidden surprises with a flashlight. Each one showed how interactivity can adapt to different stories, audiences, and attraction formats.”
This design philosophy extends across Alterface’s live projects. Where gameplay and interfaces are thoughtfully designed to fit the narrative and audience, all aiming to create engaging moments that families and friends can enjoy together.
- The Enchanted Greenhouse, Six Flags Qiddiya City, Saudi Arabia – This attraction introduces a new style of interaction where guests use magical dew sprayers to reveal hidden creatures, transform plants, and unlock surprising effects. The hide and seek gameplay encourages cooperation and exploration, inviting guests on a journey of wonder through a magical biosphere.
- Cadbury Chocolate Quest, Cadbury World, UK – Visitors collect cocoa pods and milk using Cadbury Collectors to create their own chocolate treat. The interaction reinforces the brand story in a playful and collaborative way, appealing to families and younger audiences.
- The Smurfs’ Adventure, Plopsa Station Antwerp, Belgium – Children and families wield a magic wand to help the Smurfs on their mission, with sparkles tracing their movements on screen, providing instant visual feedback that makes the experience intuitive and exciting, especially for younger children.
- SpongeBob Crazy Carnival Ride, Circus Circus Las Vegas & The Land of Legends, Turkey – This attraction blends interactive gameplay with storytelling. Instead of a traditional shooting device, guests use a wand-like zapper to interact with the scenes. The interface is deliberately simple and fun, allowing players to engage with the story while contributing directly to the action.
Each attraction illustrates Alterface’s core belief: interactivity must serve the story and audience first, creating moments that guests can enjoy together.
Designed for Families and All-Age Appeal
Alterface supports a wide spectrum of attraction formats, from dark rides to thrill rides and walkthroughs, always tailoring gameplay to the park’s needs.
Dark rides remain a cornerstone, offering immersive storytelling, high group engagement, and accessibility for all ages. One of the newest Action League installations exemplifies this, uniting families and friends in a team competition where everyone contributes to the outcome.
“We design attractions that appeal across generations,” says Battaille. “Our systems adapt to different skill levels, so children, teenagers, and adults can all enjoy the experience together.”
Technology That Serves the Experience
Behind each interaction lies Alterface’s proprietary technology, developed and refined over more than two decades. The system is designed to be fast, flexible, and invisible, responding instantly to gestures and triggers so guests remain immersed in the story.
“Innovation for us means making the technology disappear into the background,” explains Battaille. “What matters is that guests feel the magic—whether they’re waving a wand, spraying magical dew, or collecting cocoa pods. When the interaction feels natural and joyful, the memory becomes unforgettable.”
With its blend of creativity, technology, and storytelling, Alterface continues to push interactivity beyond expectations—turning attractions into shared adventures that families and friends will remember long after they leave the park.