Step into the future: How immersive entertainment is redefining the game

Forget static billboards and passive consumption. The future of entertainment is here, and it's immersive. Imagine a world where concerts transform into synchronised light shows, museums come alive with digital projections, and even airports become interactive playgrounds. This isn't science fiction; it's the reality of the booming immersive entertainment market, and it's changing the way brands connect with audiences.

The Asia Pacific region is leading the charge, fueled by a confluence of technological advancements and a growing appetite for engaging experiences. From drone swarms painting the sky to wearable tech that turns audiences into active participants, brands are leveraging immersive technology to transform ordinary spaces into extraordinary spectacles.

Immersive experiences come in many forms, appearing in wide-open spaces or indoor public areas. They captivate audiences through spectacular drone displays in the sky, affordable wearable tech that fosters audience engagement, and augmented reality accessible through mobile devices. Every approach offers brands innovative ways to transform ordinary spaces into something extraordinary.

In the Asia Pacific region, the immersive entertainment market size was estimated at US$28 billion in 2024, and is expected to reach US$87 billion by 2029, growing at a CAGR of 25%, according to Mordor Intelligence. A key driver for the growth is the lower operating cost of technology. LED display costs have significantly decreased due to their long-term cost-effectiveness and lower operating expenses over time. This reduction enables marketers to create immersive experiences in a more economical manner, expanding their ability to reach.

Increased post-COVID-19 outdoor activities coupled with reduced technology costs is creating greater opportunities for brands to create interactive engagement.

Concerts and festivals in the region have transformed into immersive, shareable experiences. At a recent Blackpink concert, synchronised LED wristbands transformed the audience into a sea of color, actively engaging attendees and creating a collective experience. The Stray Kids DominATE World Tour in Sydney took this a step further, with special light sticks called 'namchibong'. Controlled by a computer program, the 'namchibong' changed colors in sync with the music, bathing the entire arena in a mesmerising spectacle. Coldplay’s concert in Singapore also embraced this technology, using LED wristbands to turn concertgoers into active participants in the performance, amplifying the energy and generating buzz that spread far beyond the venue.

Australia’s Vivid Sydney festival, which lights up the city with projections, offers brands a way to make powerful emotional impressions on large audiences. In mainland China, massive drone displays captivate audiences and generate social media engagement. One swarm in Shenzhen broke the Guiness World Record for the number of drones flying at the same time: over 10,000 drones depicted elements of the city’s architecture and rich heritage in celebration of National Day.

Shenzhen Drone Swarm

Immersive tech is transforming public spaces, and airports are leading the way. At the Changi Airport in Singapore, the Changi Experience Studio, within the Jewel complex, combines interactive games and multimedia to give visitors a behind-the-scenes look at airport operations. Hong Kong International Airport’s 'Journey of Discovery' creates memorable experiences with seasonal digital installations, similar to its 'Waterfall Garden'.

All of these highly trafficked environments present brands with the opportunity to transform interactive installations into memorable experiences that resonate beyond a transactional airport visit.

Immersive technology is transforming art and cultural spaces across the region, creating unique opportunities for brands to connect with audiences. In Tokyo, installations by TeamLab blur the lines between art and reality, offering a truly immersive experience. TeamLab Borderless, in particular, features interactive art that flows seamlessly from one space to the next, with constantly evolving light installations, projections, and soundscapes. Kuala Lumpur’s RexKL, a former cinema turned cultural hub, hosts immersive pop-up exhibitions that attract culturally engaged audiences. The Van Gogh immersive experience in Singapore, meanwhile, provided a multisensory journey, allowing visitors to step into a mesmerising world of light, color, and sound bringing Van Gogh's masterpieces to life. These spaces offer marketers a powerful platform to blend brand storytelling with art, creating authentic and meaningful engagement.

Governments and public services in Asia Pacific are also exploring immersive technology to enhance public engagement. In Australia, the New South Wales Government collaborated with the Australian Research Centre for Interactive and Virtual Environments to launch AR projects that enrich public spaces. Visitors to key sites in Sydney can use AR to learn about historical events, blending culture with digital innovation. In Seoul, the Korean National Museum offers panoramic projections of iconic artworks such as 'chaekgado' (still life of scholars’ possessions) and the folding screen of 'Royal procession to the ancestral tomb in Hwaseong', immersing visitors in historical scenes. These initiatives promote tourism and cultural learning, providing marketers an opportunity to connect with audiences through shared heritage and community connection.

Immersive experiences are becoming powerful tools for brands and marketers, particularly when amplified through social media. By creating experiences such as those above that resonate with audiences, brands can encourage sharing, amplifying their reach through organic content and influencer collaborations. By incorporating elements that encourage interaction, such as the light sticks or wristbands used in concerts and festivals, brands can turn passive visitors into active participants, fostering a sense of community and shared experience. As with all forms of marketing, the most impactful immersive experiences are those that tell authentic stories, such as the panoramic projections in the Korean National Museum.

The Asia Pacific region is leading the charge in immersive entertainment, driven by technological advances and a demand for creative engagement. As immersive experiences become integral to everyday life, brands must continue innovating to ensure campaigns resonate emotionally and culturally.

Ready to dive into the new frontier of entertainment? This captivating trend is reshaping the marketing landscape and creating opportunities for brands to connect with audiences on a new and deeper level.

This article is written by Marvin Duval, regional strategy director, UM & MBCS Singapore.