Sparkx
Digital transformation of Europe's largest sports entertainment park
Sparkx, Europe’s largest sportainment park, opened its doors in Hasselt in 2023 with a unique concept that brings 50 different sports to life across 36 attractions. From AR simulators for football and basketball to immersive experiences such as paragliding, sport fishing and alpine skiing, Sparkx combines sport, technology and entertainment in one experience. Since then, the concept has continued to expand, with locations in Ghent and Antwerp and a new location in Utrecht on the horizon. This rapid growth called for a digital experience that could scale alongside the business and support an increasingly diverse visitor journey.
Lemon joined forces with Sparkx to develop a complete digital layer that enhances the physical experience. The goal was to create a seamless customer journey, from ticketing and check in to discovering attractions, tracking performance and interacting with other visitors.
Our approach to the Sparkx project was multidisciplinary and fully user focused.
- Discovery & analysis: We started with an in depth analysis of the visitor journey. We identified pain points around check in, attraction access and ticket sharing, and explored technical integration opportunities within the existing ecosystem.
- Modular architecture: We developed a flexible architecture that can scale alongside Sparkx’s ambition to open multiple parks. A central database enables integration and data exchange across different locations.
- Agile development: In close collaboration with the Sparkx team, we worked in sprints on the different modules. We prioritised the functionalities that would have the greatest impact on the visitor experience.
- Integrated ecosystem: We developed three platforms in parallel: a mobile app for iOS and Android, a web platform and kiosk software. These platforms communicate seamlessly and exchange data centrally.
- User Feedback: Throughout the development process, we organised regular testing sessions with real visitors. Their feedback was directly incorporated into the next iterations, allowing us to continuously improve the platform.
The platform offers an extensive range of functionalities that digitise the entire visitor experience.
Advanced multi-tenant architecture
- Multitenancy: A smart architecture that provides visitors with a seamless experience across multiple Sparkx locations, including portable profiles and performance data, while employees only see information relevant to their specific location.
- Convious integration: Seamless integration with Convious, the ticketing platform, ensuring tickets are automatically synchronised with the Sparkx system.
- Park-specific configuration: Flexible settings for each location while maintaining a consistent user experience across all Sparkx parks.
Seamless onboarding & ticketing
- Advanced ticket module: Users can purchase, share and claim tickets with friends or family through an intuitive interface.
- Group Management: Dedicated features for group visits, including bulk ticketing and coordinated check in.
- Quick check-in: A streamlined check in process using QR codes and integration with RFID wristbands.
Personalization & matchmaking
- Sparkx DNA Profile: Personal profiles with preferences and physical characteristics (coordination, strength, speed, flexibility and endurance)
- Smart attraction recommendations: Algorithm that matches visitors with attractions that match their profile and interests (match-making)
- Family Accounts: Possibility to create “managed accounts” for children without an email address.
Comprehensive integration ecosystem
- Attraction integrations: Direct links to gaming devices for real-time score updates and user information
- Hardware integrations: Connection to entry kiosks, wristband scanners and other physical touchpoints in the park
- API-first architecture: Flexible API layer that simplifies future integrations and enables third-party innovation
Attraction experience
- Attraction interface: Detailed information about each attraction, including instructions, accessibility, and intensity level
- Lobby System: Digital waiting area where users can see who is waiting and sign up to participate
Management module framework
- Unified dashboard system: Fast and standardized way to convert business objects into functional dashboards
- Dynamic tables: Configurable data display with sorting, filtering, and pagination
- Detail pages and edit forms: Reusable components for consistent management of all system objects
- Role-based access control: Differentiated access to functions based on user roles and the employee/player's work location at that time.
The collaboration between Sparkx and Lemon has led to a digital ecosystem that enhances the physical sports experience and provides concrete business results:
- Improved visitor experience: The digital layer provides smoother check-in, personalized experiences, and more engagement, leading to higher visitor satisfaction.
- Operational efficiency: The platform streamlines operational processes such as ticket sales, check-in and attraction management, allowing employees to work more efficiently.
- Data-driven decision making: The collected user data provides Sparkx with valuable insights into visitor behavior, preferences, and attraction popularity, which helps with future investment decisions.
- Increased retention: Gamification elements such as leaderboards and personal performance measures encourage repeat visits and longer stays.
- Scalability for growth: The platform was designed to grow with Sparkx's expansion plans, including the new park in Ghent and any future locations.
With this platform, Sparkx has not only added a digital layer to its innovative sportainment concept, but also created a foundation for future innovation and growth. The combination of physical sports experiences and digital interaction creates a unique experience that keeps visitors engaged and coming back for new challenges.
