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The next Mass Effect game isn’t due out until 2017, but the series is still getting something new this year.
California’s Great America amusement park is introducing a Mass Effect attraction this summer. The experience will feature live performances and “4D effects” as it takes fans through a galactic adventure. The Mass Effect trilogy was one of the biggest role-playing game franchises during the last generation of consoles. It put players in the role of a Captain Shepard as they dealt with war, technological threats, and politics. Now, publisher Electronic Arts is working with Great America to raise Mass Effects profile as it prepares to introduce a fourth big-budget release for the $99.6 billion gaming industry.
EA is not alone in using theme parks to increase the exposure and revenues for its brands. Fellow gaming publishers Nintendo and Ubisoft have also recently inked deals to do the same with amusement operators around the world.
Great America did not detail exactly how the new Mass Effect attraction will work, but it is building it into a renovated “Action Theater.” This means you can expect something along the lines of a 3D movie with chairs that move. The “4D” effects mean you can expect a motor to rock your seats during explosions and water to mist you in the face during rain scenes.
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“EA and BioWare are thrilled to partner with Great America and see one of our most iconic games turned into an exciting high-tech attraction,” EA licensing boss Patrick O’Brien said. “Having a partner who shares our commitment to thrilling our fans is extremely important to us.”
O’Brien also said that EA wants to use this opportunity to get Mass Effect fans excited while simultaneously introducing new consumers to the property.
For Great America, this is an opportunity to bring in a large entertainment property that doesn’t belong to The Walt Disney Company. Mass Effect isn’t as huge as Star Wars or Marvel Comics, but it is a name that a lot of people will recognize.
“Teaming with a world-wide gaming leader like EA will enable us to build an incredible user experience for Great America guests,” Great America general manager Raul Rehnborg said. “This combination of technology and creative video game content is sure to usher in a new wave of entertainment innovation at amusement parks.”
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