Universal Parks & Resorts has officially released a new mobile application, dubbed Univeral ScreenPlay, which is designed to use augmented reality to enhance visits to its US theme parks.
The iOS and Android-compatible app is now available to download for free from the iTunes App Store and the Google Play store. The experience is being rolled out first at Universal Studios Florida, although it is expected to be brought to the chain's other parks in the near future.
Once they have downloaded Universal ScreenPlay, guests can use it to take photos of tags on posters at Universal Studios Florida. These trigger the augmented reality functions, which include competitive mini-games, 3D experiences, exclusive content and the creation of virtual postcards that can be shared on Twitter and Facebook.
Universal Orlando's previous efforts for iPhone and Android devices have been somewhat more limited, offering GPS-based maps and basic information on attractions. The resort has also dabbled with event-specific applications for its popular Halloween Horror Nights.