Media-based dynamic simulation attraction developer Simworx has launched a new division, bringing its expertise to a new audience outside of the theme park sector.

Simworx – which purchased RoboCoaster in 2015 with the help of a £4.5m (£6.8m, €6.2m) investment from the Business Growth Fund – continues to expand with its latest venture, which now focuses on attractions such as museums, science centres, zoos, aquariums, FECs and heritage sites.

Known as Simworx Ventures, the new concept focuses on revenue-share opportunities, offering visitor attractions its range of media-based experiences, including dynamic motion simulation attractions and AV solutions.

Simworx’s Andy Gray, who was appointed business development manager in December after spending more than a decade in the museum sector, is heading up the new venture.

“We’re looking for predominantly UK-based revenue-share partners that want to do something exciting that stimulates, amazes and educates visitors,” said Gray, speaking exclusively to Attractions Management. “We want to work together to create world-class experiences that become ‘must do’ for visitors.”

Operating under the revenue-share model, Simworx Ventures will offer products such as its 4D cinemas, immersive tunnels, motion theatres and 360 flying theatres, which it will install with no up-front payment required by the operator. The attraction will then operate the ticketed visitor experience, splitting revenue with Simworx.

“Museum and attractions funding is decreasing all over the UK and venues are looking for new and innovative ways to create revenue,” said Gray. “Not all attractions have the capital to invest in new visitor experiences. Simworx Ventures allows them to do that, while generating incremental revenue and pushing up visitor numbers at the same time. Our model will allow attractions to increase their income at low risk and with little or no investment.”

Simworx Ventures is currently talking to a number of museums within the UK and carrying out market research to identify potential partners. Existing partners include the Science Museum Group, the RAF Museums in London and Cosford and The Needles on the Isle of Wight.

More information on Simworx Ventures will be revealed in the Q1 2016 edition of Attractions Management, coming soon.

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