Leveling up: Electric Playhouse’s latest multimedia experience turns ‘walls and floors into interactive games’

Albuquerque-based Electric Playhouse is developing a multimedia game and interactive experience called Play Factory. Shown is an example of the projects Electric Playhouse produces. (Courtesy of Electric Playhouse)

Electric Playhouse continues to be an innovator.

In the past year, the Albuquerque-based multimedia company has been working on projects that will grab attention.

Its latest multimedia game and interactive experience is “Play Factory.”

“Play Factory” is a collection of interactive and immersive augmented game play experiences that are inspired by a combination of classic games mixed with sport and competitiveness.

The experience is an immersive storytelling experience based on the mechanics of the body and motion.

“Each play experience is designed to gamify the built environment by turning the walls and floors into interactive games, adding a new level of competitiveness that can accommodate both small groups (1-2 players) and much larger groups (up to 20+ players),” says Brandon Garrett, Electric Playhouse co-founder and vice president. “With the support of the New Mexico Film Office, we have been able to continue to invest in local talent and partners, which has allowed us to create new and exciting experiences like ‘Play Factory.’ ”

Garrett says each game is an evolution of Electric Playhouse’s patented, unique media and tracking system.

“Play Factory” marks the first time that internationally recognized game studios will be collaborating with Electric Playhouse and investing in the Albuquerque and overall New Mexico markets, Garrett says.

Because Electric Playhouse works in new media, its projects qualify for the state film incentive package, which gives 25% to 30% back to a production for New Mexico goods and services.

Garrett says the program has helped Electric Playhouse not only bring back its core employees but remain at the forefront of innovation.

According to the New Mexico Film Office, “Play Factory” is being produced in Albuquerque through October. It is employing seven New Mexicans.

“Electric Playhouse is a New Mexico homegrown multimedia company that continues to impress with each new idea,” says Amber Dodson, state Film Office director. ” ‘Play Factory’ will level up the experience and offerings that the company offers, and we are excited that the state’s film incentive can positively contribute to their continued growth.”

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