A roar-some new
attraction
We collaborated with ROARR! Dinosaur Adventure – the UK’s largest dinosaur-themed adventure park – to bring static models roaring to life through augmented reality. To support the launch of their Valley of the Dinosaurs attraction, we created a gamified AR trail and an interactive Magic Mirror, blending digital play with physical fun for families and young explorers alike.
The challenge
ROARR! Dinosaur Adventure was expanding with a new Valley of the Dinosaurs, featuring animatronics and a themed storyline led by explorer Cornelius Weston Smythe. While the new models were immersive, many of the Park’s existing dinosaurs remained static. ROARR! needed a way to make these exhibits just as engaging – and to connect the experience to their established character and narrative. The solution had to deliver more than simple interaction: it needed to be educational, entertaining and shareable, encouraging visitors to explore the Park fully, create lasting memories and spread the word online. That’s where we came in.
The process
Working within web AR, we designed a family-friendly digital trail with seven interactive touchpoints across the Park. Each stop featured a unique dinosaur model – built and animated from scratch – and a different activity, from hatching eggs and catching Pteranodons to roaring like a T-rex, feeding dinosaurs and selfie filters that transformed users into explorers. Every game was tailored to the specific dinosaur, ensuring variety and excitement along the route. At the end of the trail, families discovered the Magic Mirror, an interactive installation where they could pose alongside dinosaurs, capture the moment, and share the fun instantly.
The outcome
We delivered the experience through ZapWorks’ web AR platform, seamlessly integrated into ROARR!’s existing app. On-site compass-shaped markers triggered the activities, encouraging physical exploration of the Park. Each interaction included photo opportunities, capped by the Magic Mirror finale, where families posed in three customisable dinosaur scenes and collected their photos via QR code or email. Launched in summer 2022, the experience proved a roaring success – attracting nearly 36,000 interactions in its first 15 months. Families embraced the blend of storytelling and technology, with the T-rex photo option becoming the clear favourite and boosting ROARR!’s social media presence.
PROJECT GALLERY
“We knew from the start that we wanted it to be fun and engaging and overall enhance the day. The clever use of AR by Infinite Form has meant that we can provide our guests with a portal into the digital world, where they can do things that they can’t experience in real life. The Infinite Form team has worked incredibly hard to make the AR elements extremely user-friendly and highly enjoyable to elevate the attraction even further.”
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