Augmented reality software; augmented reality software for use in mobile devices; augmented reality software for use in mobile devices for integrating electronic data with real world environments; software programs for video games; computer software for application and database integration; computer game software; multimedia software; software; interactive entertainment software; entertainment software; motion controllers; digital portrait software which uses AI to track the faces and gestures of guests; all in relation to immersive amusement park rides, immersive exhibits or attractions entertainment to enhance and enrich guest experience; Entertainment in the nature of an amusement park ride; training and education services; entertainment services; production of shows; scriptwriting services; theatre productions; music composition services; providing amusement arcade services; game services provided on-line from a computer network; creating immersive experiences which transform physical environments using digital media and computer technology; creative direction; animation; audio visual production; interactive exhibits; interactive artworks; dark rides; dark coasters; walk-through experiences; VR/AR/XR experiences; multi-sensory experiences; AI/machine learning in relation to entertainment systems; gesture-based entertaining interactivity; emotional sensing in relation to entertainment systems; spatial tracking in relation to entertainment systems; entertainment systems able to read guest emotions, respond to guest reactions, track guest face and body movements and recognize artifacts, all in real time; all in relation to immersive amusement park rides, immersive exhibits or attractions entertainment to enhance and enrich guest experience; Experience design; concept development; technical design; design and development of virtual reality software; design and development of computer game software; development of computer database software; software design; software as a service; computer software programming services; computer and software consultancy services; computer software engineering; computer software design and development; data mining; design and development of data processing programs; design and development of data processing software; design and development of systems for data input, output, processing, display and storage; design and development of data processing systems; design and development of immersive media environments; design and development of unique user experiences that stimulate imagination and promote audiences to co-operate; design and development of audience-centric experiences; design and development of immersive guest experiences with impactful theatrical interaction; XR platform development; all in relation to immersive amusement park rides, immersive exhibits or attractions entertainment to enhance and enrich guest experience