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Universal Studios Halloween Horror Nights


The Client

Universal Orlando is a theme park resort in Orlando, Florida and is the largest property operated by Universal Parks & Resorts. It is a unique destination featuring two theme parks, four on-site hotels and a nighttime entertainment complex. With over 30 million guests per year and 3 billion in revenue, it is one of the largest theme park operators in the world. X Studios was thrilled when approached to enhance the in-park experience by creating a digital experience.

The Event

On select nights every fall, Universal Studios becomes home to haunted houses, inescapable scare zones, hundreds of frightening "scareactors" and live shows and intense Halloween entertainment at Halloween Horror Nights, which has been named "the country's best Halloween event" by Amusement Today.

The Challenge

X Studios was tasked by Universal Studios to develop a web platform, a series of online games, custom kiosks and in-park integration for Halloween Horror Nights. The seamless integration with the in-park experience was made possible by utilizing RFID technology and introducing "gamification” elements to make the event more fun and engaging. This all encompassing experience was coined as “Legendary Truth - The Collective".

Strategy & Approach


An exclusive online experience was developed consisting of 16 games (both single and multi-player), online leaderboards, user profiles, etc. and fully integrated into the in-park portion of the experience by allowing users to register online or via custom touch screen kiosks at the entrance of the park.

RFID Integration

Around 25 RFID based "hot spots" were installed throughout the park. Using an optional RFID badge obtained along with their ticket purchase, guests could scan in at the various hard-wired and mobile locations in order accumulate points and unlock achievement badges for their online experience profile.

Social Strategy

The rapidly growing community of users was supported by proving each user with its own achievements page. Leaderboards allowed users to see daily, weekly and all-time standings. In addition, over 100 digital badges were designed and directly tied into both online and in-park achievements. The digital badges could be shared and posted via Facebook effectively marketing the event virally.