Technology built for guests, proven in parks.
We are an experience company first. We design, build and install attractions, from AV integration to show design and content creation, and we spend our days in parks and on site. Everything on this page began as a problem on a real project: something stood between guests and a better show, the thing that would fix it did not exist, so we built it. That is where our technology comes from.
These are live demos. Step through a portal and experience the technology first hand.
Real-time intelligence that decides the best show for the guests in front of it, at every moment. Step through → XOrdinary Shift
The right show, for the right guests, at the right moment.
Most show systems play the same show to everyone. Shift asks a better question: what is the best experience for the guests in front of it, right now? A patent-pending real-time engine, it reads the guests and the moment through advanced sensors, makes an intelligent decision within the rules your creative team defines, and adapts the experience in real time. It runs on site, inside your existing show systems, not in the cloud.
Learn more about Shift, watch the film →
Spatial Audio
Guests can only look in one direction. They can hear in every direction.
We design every speaker system we install as part of a three-dimensional soundscape, from the queue line to the flagship attraction, because sound is what makes a place feel real. Put headphones on and hear a live spatial mix in your browser.
Why we believe this, and hear it for yourself →
Every system in the show, one calm screen. Step into the live demo. Step through → XOrdinary Prism
Day-one quality, every day.
An attraction is only as good as its ten-thousandth cycle. Prism watches every projector, speaker and system in the show and flags degradation before guests ever notice. Built from the real problems operators face keeping shows at opening standard.
Learn more about Prism, open a live estate →The Innovation Lab
Where the bespoke systems come from.
This is where our best technology gets made. Every new idea and every new concept starts in this room, with the latest hardware in it and the time deliberately set aside to use it properly.
We build things that have not been built before, because an attraction sometimes needs something that does not exist yet. Shift and Prism both began here. So did the real-time content pipelines, the adaptive audio, and the show control we push well past a standard deployment with custom code.
Innovation that does not improve the guest experience is a hobby.
Step onto a designer’s desk →The XOrdinary layer.
The world's best attractions start with exceptional ride engineering. We design and deliver everything around it: the experience layer that turns a ride platform into a place guests believe in.
The core ride layer
Owned by the ride manufacturer, always.
- Ride system engineering
- Safety systems
- Vehicle control
- Ride layout and vehicles
The XOrdinary layer
Designed, delivered and supported by us.
- Media environments and content
- Interactive systems
- AV, audio and show technology
- Show control and operator UI
Our systems synchronise with ride timing and vehicle position while remaining outside safety-critical ride engineering. That boundary is deliberate: it is what lets us work alongside any ride manufacturer, protect their IP, and integrate cleanly with the platforms operators already trust. On Animal Treasure Island, built this way around an Intamin platform, there have been no ride outages attributable to the show systems since opening.
Shift and Prism are the systems ready to show. There is more in development right now; there is always something on the bench in this room. We would happily show you around and walk you through what is coming.
Technology is one facet of what we do. The same team designs attractions, integrates the AV and creates the content, usually on the same project, so the systems on this page were built by the people who install and operate the rest of the show.
The attractions we design and deliver → Fifteen years of live events as Crucial FX →
Shift, Prism and the interactive demonstrations on this site are designed and built in-house by XOrdinary, and are the property of Crucial FX Ltd. XOrdinary Shift is patent pending, 2615505.1. See terms and conditions here →