Published on the Sprig Editions of InterPark Magazine
With over 20 years of experience in interactive technology development and more than 65 interactive dark rides installed worldwide, Alterface is a key player in the evolution of dark rides, particularly from an interactive perspective.
Founded in 2001 as a spin-off from the University of Louvain-la-Neuve (UCL), Alterface provides both technology and turnkey solutions for the interactive attractions industry. Its media-based solutions for interactive dark rides have made the company a global leader. leader, combining technical expertise with creative talent to deliver unprecedented guest experiences.
Approach to Interactivity
For Alterface, interactivity is at the core of the experience. It immerses guests in the story, transforming them from passive observers to active participants. The focus is on family and group engagement, with technology remaining seamless so that interactions feel natural, intuitive, and effortless, ensuring full immersion without distractions.
The Evolution of Dark Rides
Dark rides have a rich history, grounded in established design principles and storytelling traditions. When interactivity was introduced, it was thoughtfully integrated to enhance, not disrupt, the experience. Alterface has always ensured that interactivity complements the essence of dark rides, adding engagement while maintaining their core appeal.
As technology evolved, Alterface adapted its approach to create interactive experiences that seamlessly blend with dark ride storytelling. The company has mastered cutting-edge technologies—from mobile animatronics to transparent screens—focusing not just on the technology itself, but on crafting illusions that serve the story and immerse guests in a magical experience. With growing demand for more immersive attractions, Alterface pioneered the Erratic Ride concept, first realised in Popcorn Revenge at Walibi Belgium.
Major Projects and Milestones
2006: Desperados – The World’s First Interactive Theatre
In 2006, Desperados revolutionised theme park entertainment as the world’s first interactive theatre at Bobbejaanland, Belgium. Unlike traditional cinemas, guests actively participated in the experience, shaping the outcome. Set in the Wild West, visitors rode motion-based saddles and aimed at outlaws on a large screen. Its success led to global installations.
2008: Reset Anno Zero – First Interactive Dark Ride with Media-Based Technology
Reset Anno Zero, opening in 2008 at Mirabilandia, Italy, was the country’s first interactive dark ride. Alongside Toy Story Mania! at Disney, it was one of the first rides to feature interactive media technology. Rich theming and advanced technology made it a groundbreaking success.
2009 – Present: Lego Interactive Dark Ride – Widely Replicated Attraction
Since 2009, Alterface has collaborated with Merlin Entertainments to develop an interactive dark ride in 27 Lego and Legoland Discovery Centres worldwide. This high-capacity ride engages young Lego enthusiasts with humor and action, becoming one of the most replicated interactive dark rides globally.
2011: Maus au Chocolat – Iconic 3D Interactive Dark Ride
Debuting at Phantasialand, Germany, Maus au Chocolat was Alterface’s first major project, introducing 4D shooter gameplay. Guests use “pastry bags” to shoot frosting at mice in a bakery, earning points while enjoying a family-friendly experience that remains a top attraction.
2011: Huntik – The World’s First Motion-Based Interactive Dark Ride
Huntik – The Secret of the Templars, opening at Magicland, Italy, was the first dark ride to combine motion-based vehicles with interactive gameplay. This innovation was followed by Justice League: Battle for Metropolis in 2015, which became a successful, nationwide series.
2019: Popcorn Revenge – Non-Linear Erratic Dark Ride
Popcorn Revenge at Walibi Belgium introduced the Erratic Ride system, offering a non-linear experience where vehicles follow unpredictable paths before synchronising in a final “ballet.” Guests use caramel dispensers to stop mischievous popcorn characters, triggering dynamic interactive effects across multiple scenes. The ride’s compact 400sqm footprint maximises capacity while delivering a high-energy, media-rich experience.
The development of the Erratic Ride system involved creating new technology and tools, including a simulator to visualise ride paths and gameplay. Popcorn Revenge received numerous accolades, including a Thea Award and a European Star Award for Best Family Attraction in 2019.