Experts in the delivery of fun experiences

AI is transforming theme parks and family entertainment centres by combining gamification, personalisation, and immersive storytelling to create interactive adventures where guests become active participants and heroes of their own journey.

Gamification, stand construction robots and Singlish-conversant audio concierge on the cards for the new Pico Innovation Centre.

Pico Play was recognised as a Top 20 Outstanding FDI Enterprise for Socio-Economic Development 2026, celebrating the company’s investment in Vietnam and the skilled people whose creativity, craftsmanship, and expertise help deliver world-class entertainment projects worldwide.

Pico Play was recognised at the 2025 Premier of Queensland’s Export Awards as a finalist in Creative Industries, Runner-Up in Professional Services, and celebrated Senior Business Development Manager Susan Anehagen’s recognition as a Women in International Business finalist, highlighting the company’s global growth and export success.

Gamification doesn't replace rides and attractions, it transforms guests from passive spectators into active participants by adding goals, progression, rewards and personalized experiences across the park.

Today's guests expect interactive, personalized experiences shaped by gaming and digital culture, making gamification an increasingly essential part of attracting, engaging, and retaining visitors in modern theme parks.

The macro case is one thing; the felt experience is another. This piece moves from market context to the moment-to-moment guest journey and the six places along it where gamification turns a satisfying day out into something the guest cannot stop talking about.

Engagement gives the guest something to do; story gives them a reason to care. The creative dimension of gamification is the one that turns a good day out into a story the guest carries with them and the one most often left to chance.