PATENT: Disney Explains How MyMagic+ NextGen Distributes Personalized Experiences
Stop us if you’ve heard this one: When is a character not a character? When they’re an ‘experience delivery system.’ Get it? Okay, maybe it’s not that funny, or clever, but according to a patent application for a system known as ‘Managing Experience State to Personalize Destination Visits,’ it’s the future truth — and it’s a key element to the MyMagic+/My Disney Experience coming to the Walt Disney World Resort as part of its NextGen experience.
Though it lacks any shocking revelations, the patent application answers one of the most forefront questions since information began pouring in since we began sharing information about the project. Completely apart from FASTPASS+ which is available to families just as the regular FASTPASS system is, this is more in line with the “it’s a small world” real-world avatar; the question being if there are multiple people entitled to a customization, how does Disney decide who gets it?
And so then you have this: the Experience State Management System. And it goes a little something like this.
First, the familiar. Guests will have the reusable and personalized (for an upcharge) MagicBand which uses RFID technology and serves as the key to virtually everything from unlocking hotel room doors (for which Disney is aggressively updating all the locks systematically as you read this) to holding park admission media (though both of these are optional depending on the circumstances) to holding access to FASTPASS+ enabled attractions. Readers, however, will be installed virtually everywhere and it is no gross understatement to suggest that the system is capable of identifying guests virtually anywhere in the parks. We also know that with the readers being able to identify guests as they enter attractions, it also potentially provides supplementary information to a cast member who can now greet a guest by name and/or wish them a happy birthday even if there’s no button, congratulate them on their graduation, or any other possible celebration imaginable, so long as it’s noted in their CRS database.
That’s where the ESMS really comes in because it too will have access to all of this information and not only will it be able to see what entitlements a guest is set to receive, it will obviously be able to record and reference entitlements already distributed. Therefore it can use its guest history to decide who amongst a group of guests will receive the special attention at any single experience, be it within the same family or amongst different groups as well. For example, an attraction could be configured to wish someone a happy birthday when it detects them in a group. But what if there’s two guests celebrating a birthday that day? Maybe one of them was already recognized for it earlier in the day, so the system will decide to honor the other guest. There are several other factors it can consider, or if it determines there is a statistical tie, it can make a random decision to skew the numbers going forward. The system will also use biological information such as age and gender to determine which experiences will be available for a particular guest.
Aside from a talking character (note we do not say face character) being able to greet guests by name upon entering a room, several other potential uses are suggested by the patent application. Special upcharge experiences include birthday acknowledgements, or a pirate experience in which the guest will be acknowledged automatically throughout the parks as being a pirate in any number of ways including visually morphing the guest into looking like a pirate, being dressed like a pirate, etc. The same technique could be applied to make the guest appear to be most anything such as a movie star or athlete.
Although the patent application doesn’t explicitly mention it, the ESMS is also likely to play a role in Achievements, which we also previously spoke about to some extent.
For further reading, you can view the patent application in its entirety here.