Matmi messes with minds in 3D rollercoaster game app, The Smiler, for UK-based Alton Towers Resort

By February 27, 2013 TIGA News

View the twisted gamified Augmented Reality app at

Award winning development team, Matmi, and TBWAManchester in the
UK have been mixing their minds to bring a 3D experiential rollercoaster game
to iOS and Android for the theme park Alton Towers' new world first coaster,
The Smiler, due to open in May 2013.


Players face becoming smiling advocates as they plunge unwittingly
into this immersive and action-packed rollercoaster game that melds gameplay,
instant win competitions, virtual and location-based Augmented Reality into a
full physical and digital ride simulation.


Take control of The Smiler ride cars and the minds of 16 riders as
you steer them round the twisted metal of the track. Players must attempt to
give The Smiler guests the ride of their lives by perfecting the inversions,
twists and loops. The game will serve up Smiler tokens to enable users to
upgrade and add new elements to the world-beating rollercoaster. To fully
complete the game, players must dare to set foot into Alton Towers Resort’s
infamous X-Sector, using The Smiler Scanner on specific images to bring to life the
hidden secrets of the park and unlock unexpected upgrades.   

Coghlan, CEO at Matmi, says he’s delighted with the way the game spans virtual
and physical environments:

“Matmi has been in the business of putting smiles
on people’s faces for years. The Smiler app is our first Augmented Reality
gamified app and we’ve had so much fun building it. Working closely with
the Alton Towers Resort team, we have been able to recreate the
thrilling experience of the coaster which players can ride for real in May.


“Our aim is to engage users in a new theme park experience as well
as promoting the new ride. Mix in some Matmi magic and I hope we’ve
created an app that’s a fun and mind-bending game to play in its own right.”

Built in Unity3D and released across Android and iOS for mobiles
and tablets, the game can be downloaded free from the App Store and Google Play
from 27th February.

Smiler is a new world-first rollercoaster opening at the Alton Towers Resort in

For more details visit


For more information please contact:

Hill, Matmi, or
+44 1625 560771.

Jakobsen, TBWA Manchester,
, +44 161 908 8208 

West at the Alton Towers Resort press office on +44 1538 704015, or email




About Matmi


in Cheshire in the UK, Matmi is an award winning digital
production studio with an international reputation. We conceive and create
magical experiences across multiple digital platforms, with a specialism in
branded games and app production. 

well as publishing our own entertainment products such
as Monster Pinball and Ho Ho Ho Yellow Snow, we collaborate with global brands and agencies including
EMI, Idiot Films/Pocket Warwick for Warwick
Davis, Iron Maiden, MAC Cosmetics, Mars/Twix, Sapient Nitro, Sony, TBWA and
United Airlines to bring ideas to life and engage consumers in new and innovative

and CEO, Jeff Coghlan,has over 25 years experience in the games and digital
marketplace and was appointed to the board of Creative England in 2012. Jeff
has long-standing relationships with Apple, Adobe, Microsoft and Unity 3D, and
is often called on to share his visions of the digital future at conferences
including GSummit San Francisco, TedX, Develop and TIGA events. Find out more
about Matmi at


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