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PlayStation Experience heads to Alton Towers

Sony UK plans to relaunch the PlayStation Experience consumer event at the famous Alton Towers theme park this September, with games, live bands and nationwide television coverage in the bag.

After a couple of successful turns at Earls Court alongside ECTS, Sony is planning to transplant its consumer PlayStation Experience showcase event to the Alton Towers theme park this September.

The platform holder also plans to produce a 90-minute TV piece on the event, which should go out nationwide. Tickets for the event will be made available by key media partners - with full details to be announced in the near future.

Within the walls of the famous theme park, the popular consumer event will offer park-goers an advanced preview of future Sony platform titles - details to be confirmed - while they enjoy the various attractions and rides that make up the rest of the theme park.

The event will climax on Thursday, 23rd September, when Sony's guests and competitions winners will be given VIP access to the Alton Towers Park, including priority access to rides and exclusive access to gaming areas.

They will also be able to enjoy musical performances from various artists - including breakthrough urban acts, established chart artists and upcoming rock bands - as they zoom over sets installed in amidst the park's various spiralling attractions.

Sony is also planning a multi-artist finale within the Alton Towers' castle walls, to be followed by an after-show party in the Stateroom adjacent to the Alton Towers Hotel, with overnight accommodation and a chance for guests and competition winners to mingle with the artists.

The finale performance will also form the basis for a 90-minute televised trip around the PlayStation-tinted Alton Towers, something that Alton Towers' marketing manager Mike Lorimer believes will prove very popular.

"We are very excited to be hosting this event. Not only will it showcase our fantastic rides and attractions to a key audience on TV, but it will also allow every one of our guests access to some fabulous added experiences in the Sony PlayStation areas," he said.

SCE UK's marketing director Alan Duncan, meanwhile, said the new look of the event is important to the development of the PlayStation brand.

"The PlayStation Experience at Alton Towers reflects both our commitment to the evolution of sampling events and to creating original broadcast content which communicates the values of PlayStation to new and existing audiences," he said on Friday.

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Tom Bramwell avatar
Tom Bramwell: Tom worked at Eurogamer from early 2000 to late 2014, including seven years as Editor-in-Chief.