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Merlin to use Attractions.io mobile wallet technology across operator’s entire theme park portfolio

Attractions.io partnership with Merlin Entertainments has been expanded to include the supplier’s mobile wallet technology at all Merlin-operated theme parks

Attractions.io will supply its mobile wallet technology to attractions including Thorpe Park

Attractions.io has announced an expanded partnership with Merlin Entertainments that will see the guest experience specialist’s mobile wallet technology delivered across all of the operator’s parks.

Using the mobile wallet, visitors to Merlin theme parks will now be able to store tickets, season passes and fast track tickets within each individual attraction’s branded app. This will also optimise passes for scanning and accessibility offline, unlike alternatives such as PDFs or email-based tickets.

The new functionality marks an expansion of Merlin’s partnership with Attractions.io, which has supplied theme park apps for the operator since 2018. Merlin’s mobile apps have a high level of adoption, with attractions such as Alton Towers in Staffordshire, UK, exceeding 90% guest reach.

“The introduction of mobile wallets across the Merlin portfolio adds another piece to our digital jigsaw,” said Justin Skinner, Merlin’s global digital director.

“We see the app as the linchpin of the guest experience and look forward to continuing to expand its services to make it the one-stop digital destination for guests visiting our attractions.”

In addition to the use of its mobile wallet technology, Attractions.io is working with Merlin on a number of functionality enhancements, with its technology helping to offer enhanced digital support as part of the operator’s “guest-obsessed” strategy.



“The admissions process is a common source of frustration for guests itching to start their day out,” said Mark Locker, CEO and founder at Attractions.io. “It’s fantastic to see Merlin embracing technology that will streamline the guest experience and make it even easier to start their adventure.”

The mobile wallet is currently available at five Merlin theme parks, including Chessington World of Adventures, Legoland Billund, Legoland Windsor, Alton Towers and Thorpe Park. The technology will also be rolled out to additional attractions in the Merlin portfolio in the coming months.