Impressions from IAAPA Expo 2025 in Orlando, Florida
December 10, 2025
IAAPA 2025 in Orlando did not disappoint. It’s apparent that the amusement industry is transitioning into the next generation of entertainment. For years, the buzzword was “immersive”, with a constant quest to bring guests into crafted worlds that don’t just tell a story but encompass guests inside it. Now, there is a noticeable shift toward placemaking.
ProIO’s work in the industry is to help projects bridge the gap from creative ideas into functional technology that fulfills both creative and operational requirements. Empowering stories is our bread and butter. Over the last year, there has been a remarkable evolution in the way that creative concepts are being defined and discussed. Even the language that is used in planning new experiences has taken on a new tone that calls for ‘more’. It’s clear that there is a trend shift; immersion is just not enough anymore.
For as long as public entertainment has been around, entertainment-goers were out for one thing: to be awed in ways that they can’t get at home. And for the last few decades, the general idea of “immersion” was the answer to up the ante to keep spaces outside the home more interesting and worth visiting.
Immersive experiences were the answer to a sharp uptick of in-home technology advancements – the ushering in virtual reality, better sounding consumer audio, affordable home projectors and super-sized smart TVs, and movies and TVs on demand. As technology continues to evolve, immersion just isn’t cutting it anymore. In a new era of generative content, artificial intelligence, game mechanics, and personalized interactivity, entertainment is more than just immersive: it’s experiential.
What is driving experiential entertainment goes beyond larger-than-life video images and pin-you-to-the-wall sound. Tying all the senses together to evoke emotion is the new central focus of up-and-coming entertainment locations.
On the IAAPA Expo floor, ProIO learned about numerous horror and seasonal themed experiences which were created on the premise of giving guests an emotional journey. Even more commonplace amusement venues are starting to explore the integration of intellectual properties and scenic treatments to help tie thrill to core memories with the intention of emotional connection.
As we reflect on these primary takeaways, ProIO remains focused in our pursuit of consulting with installations to drive human connection through purposeful technology. The success of an experience relies on enveloping all of the senses to bridge the gap between the story to be told and the story that is taken home. Evoking emotion through entertainment is not possible without the human element, and that’s the basis of our approach to bringing experiences to life.