by Marty Martin
The long line for the starcruiser simulation pulses with the audible thrum of the ship’s engines. Ten years ago, this wait would mean boredom. Today, Maya looks down at her phone, not to scroll through TikTok, but to open the Play Disney Parks app. A tap scans a nearby cargo container, revealing encrypted First Order intel. A puzzle appears. A few taps later, her screen flashes: “Resistance allegiance strengthened.” She looks up and notices a nearby Stormtrooper seems to eye her datapad with suspicion. It’s a tiny interaction. A digital layer over reality, but it transforms idle waiting into active storytelling. An expectation now ingrained in Gen Z parkgoers raised in a hybrid world of pixels and presence.
The Digital Native’s Playground
Gen Z has grown up in a world where the digital landscape is not separate but seamlessly woven into their day-to-day lives. Since early childhood, smartphones, tablets, and digital assistants have been part of their reality. Social media platforms like Instagram and TikTok aren’t just tools; they are diaries and community spaces. With this level of integration, static or purely observational experiences often fall short.
For theme parks to connect with this generation, digital integration must go beyond gimmicks. The experiences must feel meaningful and built to respond in real time. For Gen Z, the physical world is enhanced, not replaced, by digital layers.
That’s why parks are investing heavily in AR (augmented reality) and VR (virtual reality). At Universal Studios, “Mario Kart: Bowser’s Challenge” uses AR visors to transform a real, physical track into a digital game environment. Riders throw Koopa shells, collect coins, and compete against rivals, with animations and effects perfectly blended into the ride’s physical set design. The result? An experience that feels like stepping into the game itself. Disney’s Avengers: Quantum Encounter aboard the Disney Wish cruise ship layers digital overlays on top of a physical dining space, creating a dinner show where guests don’t just eat, they help save the world alongside Marvel heroes.
Even mobile apps like Play Disney Parks go beyond logistics. Instead of simply offering maps or wait times, they gamify queues and allow guests to interact with themed elements around them. For Gen Z, this mirrors the constant interactivity they expect from digital environments, reinforcing that the park is alive—even while standing still.
Interactivity and Personalization
Passive experiences won’t cut it for Gen Z. Raised in a world of on-demand content, character creation screens, and social media personalization, this generation craves agency. They don’t want to be spectators; they want to participate, shape outcomes, and make the experience their own.
Whether it’s choosing between multiple narrative paths in an attraction, designing a personal avatar, or building a physical souvenir with narrative weight, Gen Z is driven by co-creation. Consequently, theme parks are increasingly being designed with customization at their core.
Take Star Wars: Galaxy’s Edge at Disneyland and Walt Disney World. Guests can build custom lightsabers at Savi’s Workshop or design personalized droids with unique personalities. These aren’t just themed souvenirs; they’re extensions of identity and memory, physical manifestations of an experience co-authored by the guest. With the Play Disney app, guests can take on missions, choose allegiances, and influence how in-park characters respond to them. These layers of personal interaction create a sense of ownership, and for Gen Z, that emotional investment is the true takeaway.
In a generation raised on YouTube and Twitch, where anyone can become the star of their own story, theme parks must now provide not just immersive environments, but the tools for visitors to leave their personal imprint on them.
Social Media as a Design Driver
Gen Z doesn’t just experience things; they document them. For many, the camera roll is just as important as the ride itself. Parks today must design for the lens as much as for the guest.
This generation looks for “Instagrammable” moments: iconic backdrops, neon-drenched corridors, beautifully plated desserts, and other visually captivating elements that will translate well to social feeds. Universal Studios Hollywood’s Super Nintendo World is designed with visual boldness in mind: blocky textures, bright color palettes, and multi-dimensional backdrops. Tokyo Disneyland’s lantern-lit walkways create an ethereal glow perfect for atmospheric photography, while Disney California Adventure’s Avengers Campus offers dynamic backdrops and character encounters. Both are designed for lighting and compositions that make phone photography easy and compelling.
Even food is part of the strategy. Rainbow popcorn, galaxy donuts, blue and green milk, and creatively packaged churros exist not just for flavor but for their photogenic appeal. Some treats even come with built-in photo prompts or custom hashtags.
It’s not just about the look, either. Shareability becomes a form of marketing. A photo of a friend posing with Mario or holding a handmade lightsaber does more than capture a memory. It promotes the brand organically to hundreds, if not thousands, of peers. For Gen Z, “if it’s not documented, it didn’t happen.” Parks that acknowledge this behavior and cater to it are more likely to leave a lasting impression.
Designing for Gen Z: A Blueprint
Designing a theme park for Gen Z requires a paradigm shift, from passive entertainment to active immersion, from static rides to evolving, personalized adventures. It demands:
- Seamless integration of digital and physical experiences
- Opportunities for interactivity and self-expression
- Environments built with social media visibility in mind
- Flexibility to let the guest shape or influence the narrative
More than ever, successful park design hinges on understanding that storytelling is no longer something delivered; it’s something shared.
The Unfolding Story
Smart parks understand this new paradigm. They are no longer just building themed spaces, but interactive ecosystems where a wait in line becomes part of the plot and a photo shared online becomes part of the promotion.
For Maya, still in line for the starcruiser, her experience began long before she reached the ride vehicle. With each scan of her app, each choice she made in the story, she wasn’t just a guest; she was a character. That blend of engagement and agency is the future of theme park design. For Gen Z, the story never starts and stops in one place; it flows across screens, spaces, and social feeds, demanding that the world respond in kind.
Explore More: Videos
Explore Star Wars: Galaxy’s Edge on Play Disney Parks Mobile App
Explore More: Resources
- Article: How technological transformation can enhance theme park experiences (EY)
- Article: 2025 Digital Media Trends: Social platforms are becoming a dominant force in media and entertainment (Deloitte Insights)
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Marty Martin is a writer and theme park enthusiast with a passion for immersive storytelling and themed entertainment. He is dedicated to highlighting storytelling innovation in theme parks and connecting audiences to the magic behind the magic.
