Collecting visitor benefits in a theme park

Sector: Tertiary sector · Industry: Theme parks and event venues · Organisation: Universal Studios, MoonPay · Maturity level: Pilot

In 2022, Universal Studios implemented an NFT scavenger hunt with MoonPay HyperMint at the Halloween Horror Nights in California and Florida. Visitors scanned QR codes on site, collected digital proofs, and after completing several stations could unlock an additional benefit in the park. Technical participation worked without a separate crypto wallet directly via conventional mobile devices, with this being a time-limited marketing campaign.

Documentation status

• Project status: Pilot (as of 01 November 2022) — Time-limited live campaign during the Halloween Horror Nights 2022 in California and Florida.
• Evidence: Evidence high
• Editorial review: SapientBlock Redaktion, 24 October 2026

Description

In autumn 2022, Universal Studios, together with provider MoonPay, implemented a digital scavenger hunt for theme park visitors. The project linked real waypoints in the parks with digital collectibles that were accessed via QR codes. In doing so, the operator trialled playful interaction for large-scale events, without guests needing any technical blockchain knowledge.

During the Halloween Horror Nights 2022 in California and Florida, visitors could scan physical QR codes at various stations in the park. Via the MoonPay HyperMint platform, digital proofs were then generated, serving as evidence of having passed certain haunted attractions. Those who successfully completed a specified number of stations gained access to park-related additional benefits. The technical architecture enabled the creation of temporary digital wallets in the background, so no prior knowledge of crypto wallets or transaction fees was required. After the end of the event season, the pilot campaign was concluded as planned, with no documented transition into permanent, year-round operation.

Perspectives

B2B — organisations perspective

For theme park operators and sponsors, the model opens up new collaborative approaches for targeted visitor guidance across the venue. The issuance of digital proofs enables partners to carry out joint promotions without media disruptions and with tamper-proof brand assets.

B2C — consumers perspective

Visitors can enrich their park stay with an interactive gamification layer and collect digital trophies. Access is straightforward via the smartphone camera, keeping the entry barrier to digital loyalty programmes low.

Employees perspective

Staff at the attractions are relieved of manual checks or the issuing of physical stamp cards. Personnel must be able to provide basic information in the event of temporary mobile network disruptions or guest queries about usage.

Benefits

General

• Interactive engagement of visitors along predefined routes
• Low entry barrier through wallet creation requiring no prior knowledge

B2B — organisations

• Ability to dynamically steer visitor flows
• Digital platform for temporary brand partnerships

B2C — consumers

• Simple unlocking of digital collectibles during an on-site visit
• Possibility of receiving additional park benefits upon completing the tour

Employees

• Reduced administrative effort in issuing proof of participation

Challenges

General

• Dependence on a stable mobile network connection across the entire park grounds
• Risk of waiting times at physical scan stations during periods of high visitor numbers

B2B — organisations

• Lack of evidence of long-term customer loyalty beyond the temporary campaign

B2C — consumers

• Participation requires an internet-enabled smartphone with a functioning camera

Employees

• Need to brief staff to answer visitors' technical questions

Technology foundation

MoonPay HyperMint provided the Web3 infrastructure to generate and manage digital collectibles (POAP-like NFTs) in the background. The technical process was carried out without visible crypto transaction fees or external wallet installations for end users.

Implementation examples

Halloween Horror Nights NFT scavenger hunt

The aim was to playfully guide visitors to various stations in the park and to enhance the guest experience during the event through digital collection incentives with no entry barriers.

Universal Studios carried out a location-based scavenger hunt with MoonPay HyperMint at the Halloween Horror Nights 2022. Visitors scanned QR codes in the park to unlock digital proofs and additional benefits without a separate wallet.

As part of the seasonal Halloween Horror Nights 2022 event at Universal Studios Hollywood and Universal Orlando Resort, a Web3 scavenger hunt was piloted. Guests scanned QR codes distributed throughout the park, which generated digital proofs in the background via MoonPay HyperMint. Collecting several proofs unlocked additional park benefits, with the process designed to require no manual wallet management on the end user's part. After the multi-week event concluded, the campaign was ended as planned; specific participant numbers or revenue effects were not disclosed.

The implementation bypassed the usual hurdle of complex crypto wallets by handling management via web technologies in the background.

Tags

Gamification, NFT, Visitor loyalty, Loyalty programme, Web3 onboarding

Sources

1. Universal Studios Plans Halloween-Themed NFT Scavenger Hunts
2. Of Loyalty and Leadership Titles
3. MoonPay Announced NFT Hunt Throughout Universal Studios Parks

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