Extending media experiences into physical experiences

As fans spend more time on their digital devices, they feel more personally connected to their favorite artists, stars, athletes, and fellow fans — so much so that they crave more live, direct interactions with them. A great deal of evidence supports this. Touring and festivals are now the lifeblood of the music industry. Theme park visitation is growing globally at a healthy 4 percent for the top destinations; faster growth is expected in the coming years in Asia, especially China. And video gaming (aka “e-sports”) has become a live event phenomenon where fans pack arenas to watch others play competitively.

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