Since its inception in 2019 under the leadership of Michael Mack, the MACK NeXT team has become an innovation engine at Europa-Park. With a broad portfolio from digital to physical experiences, MACK One is revolutionizing the entertainment industry. This article explores how the various divisions of the team are pushing the boundaries of traditional entertainment.
MACK NeXT - Innovations in Digital Entertainment
Founded with the aim of revolutionizing the digital entertainment landscape, MACK NeXT introduced a new era in the world of virtual reality with the launch of YULLBE in 2020. This immersive VR attraction offers a free-roaming experience that transports visitors to fantastic worlds and has caused a sensation worldwide.
The Creative World of MACK Magic
MACK Magic, another pillar under the MACK One umbrella, is responsible for the emotional and narrative design of the attractions. Through novels, audio dramas, and films, the team extends the universe around Europa-Park and Rulantica, allowing fans to experience the stories of their favorite characters like Ed Euromaus and Snorri both in the park and at home.
From concept to international attraction
The conception and development of new attractions and shows form the core business of MACK One. With the opening of the Croatia theme area in 2024, led by the new roller coaster “Voltron Nevera powered by Rimac,” the team demonstrates its ability to transform innovative ideas into globally demanded attractions.
YULLBE - Breaking Virtual Boundaries
The YULLBE experience is setting new standards in virtual entertainment. Developed in cooperation with leading technology companies, YULLBE offers guests a free-roaming VR experience that can be enjoyed individually or in groups. Following the success of “Mission: Rulantica” and “Miniatur Wunderland – The Crazy Shrink Tour,” the experience was expanded in 2023 with “Amber Blake: Operation Dragonfly,” underscoring the ongoing success and innovative strength of MACK NeXT.
Awards and Recognition
The outstanding achievements of MACK NeXT have been recognized internationally on multiple occasions. Notably, YULLBE won the Brass Ring Award in 2021 in the category “Best New Product: Virtual Reality.” Additionally, Michael Mack was honored as “Innovator of the Year” for his visionary projects, confirming his influential role in the global amusement park industry.
Global Influence through MACK One France and MACK One Switzerland
The strategic expansion of MACK One is reinforced by the opening of new sites in France and Switzerland. These locations serve as bridgeheads for technology and marketing activities and strengthen MACK NeXT's presence in key European markets.
Traumatica - A World Full of Horrors
Under the leadership of Ian Jenkins, the Blue Banana division creates “Traumatica,” an annual horror event that makes even the most hardened fans shudder. This event has established itself as one of the leading Halloween events in Europe and has won multiple awards.
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