Where does tech sit in the human touch-first entertainment industry?

In the leisure and entertainment industry, where human touch and in-person interactions are paramount, technology plays a critical role in enhancing and complementing these experiences.

UAE-based IdeaCrate that owns and operates Orange Hub, Orange Wheels and Orange Seeds Nursery leverages various technology tools to elevate guest experience at its facilities while ensuring operational efficiency.

Asked about the company’s top three tech priorities in 2025, Akhil Retnan, Head of IT at Ideacrate said it would be automation for operational efficiency, big data & analytics for hyper-personalised CX (customer experience) and wayfinding & contactless checkout.

IdeaCrate’s tech milestones in 2024

• Modernised IT infrastructure to ensure scalability, accommodating future growth and evolving industry demands.
• Implemented process automation across various processes to enhance efficiency and reduce operational costs.
• Integrated AI to improve decision-making and gain valuable insights from data.
• Upheld the highest standards of data security to protect sensitive information.

Balancing tech and touch

IdeaCrate created Orange Wheels to be a tech-free environment where play – as we know it traditionally – is prioritised to foster creative minds. But the obvious question is where does tech sit in this environment?

“We use data analytics and AI based tools to personalise experiences, tailoring them to suit the preferences of our guests. Moreover, we heavily leverage back-end automation for process flow and efficient management of facilities to deliver consistently high-quality service that plays a key role in boosting customer satisfaction, loyalty and footfall,” Retnan explained.

On the other hand, IdeaCrate’s other facility Orange Hub is packed with tech-based games and attractions. Here too, the company leverages data analytics, including descriptive and predictive modelling, to create personalised experiences and internet of things (IoT) for efficient management of operations such as maintenance, downtime and pattern mapping to forecast and plan better. “Every touchpoint is a data point that helps us enhance the overall enjoyment for each visitor,” Retnan added.

Embracing change is often the biggest hurdle

In today’s business landscape, standing still is not an option. From evolving consumer behaviour and demands to rapid change in trends and experience, if anything change is the only constant. At the same time, change is often one of the biggest hurdles that business must navigate to stay relevant.

For IdeaCrate too, a significant barrier to tech adoption within was cultural resistance to change. “Employees may be hesitant to embrace new technologies due to fear of the unknown or comfort with existing processes. Additionally, there are skill gaps and training needs, as new technologies often require specialised skills that our current workforce may not possess. Overcoming these challenges involves comprehensive training programmes and fostering a culture that embraces change and innovation,” Retnan explained.

Tomorrow’s tech agenda

Hyper-personalisation using advanced data analytics, AI and machine learning ranks high on Retnan’s tech agenda.

“Going forward, we plan to invest in advanced analytics platforms to support descriptive, predictive and hopefully prescriptive analytics at IdeaCrate. This investment will transform our operations, decision-making and customer interactions by understanding customer behaviour and preferences, improving resource allocation and aligning our strategy with business goals, thereby maximising return on investment,” he concluded.