Renovation of THE TOKYO MATRIX brings the world a new form of entertainment

Launched in April 2023 with the opening of Tokyu Kabukicho Tower, THE TOKYO MATRIX initially featured Sword Art Online "Anomaly Quest," a challenging dungeon attraction designed as a post-pandemic form of entertainment. However, after two years, it underwent a major overhaul. Matsudaira looks back on the background, saying "The attraction originally focused on hardcore fans of Sword Art Online. However, with the shift from post-pandemic life back to normal, we began to see a more diverse audience, including international tourists, so we chose to change our initial assumptions." Simultaneously, the Sony Group recognized location-based entertainment (LBE)* as a key area to expand content IP value. Matsudaira thus seized the renewal as an opportunity to redefine and deliver THE TOKYO MATRIX as a new entertainment experience in tune with the times.

The central concept: "Memories of adventure and bonds with close friends"

Extensive LBE research prior to the renewal highlighted popular themes like "sports movements," "game world immersion," "dungeons," "cutting-edge technology," and "teamwork." Additionally, visitors to Shinjuku expressed a strong desire to "share enjoyable experiences, lasting from one hour to half a day, with close friends." "Considering these insights, we established `memories of adventure and bonds with close friends' as our core value," says Matsudaira. "This concept now guides every aspect of our creative work, from story and game design to service and operations."

The new Dungeon ∞ Spiral: Live Action RPG attraction, built upon this concept, features 16 distinct games set within a tower dungeon. The game where players defeat enemies by sprinting is especially popular. Matsudaira noted, "Despite initial concerns about operational safety, this game's overwhelming popularity has validated our decision to include it."

Attraction enjoys a 94% satisfaction rate across a broad spectrum of ages and visitor demographics

By May, just two months after opening, survey results (Japanese-only) showed an impressive 94% satisfaction rate ("fun" and "very fun" combined), with female visitors reporting an even higher 98%. The visitor profile has diversified significantly compared to before: 40% came with friends, 30% as couples, 20% as families. Additionally, international tourists vary daily, making up about 10% to 20% of the total.

Matsudaira expressed his satisfaction with these trends, stating, "We are thrilled by the unexpectedly large number of families and elementary school children enjoying the experience." He further elaborated, "The sports-oriented activities seem particularly well-suited for energetic children. We were also surprised by the high satisfaction rate among women; I believe this reflects our efforts to make the experience enjoyable regardless of attire, addressing previous feedback about difficulty playing in skirts."

The renewal also included enhancements to operations and service design to accommodate a wider audience. A mode for wheelchair users and a new pricing structure for children was introduced. Furthermore, free shoe and tracksuit rentals at the reception now make it easy for visitors to drop in on a whim and play.

Initial collaboration features Lycoris Recoil

Post-renewal, the facility pivoted from a single IP focus to a strategy of limited-time collaborations with diverse intellectual properties. Matsudaira clarified the objective: "Collaborating with various IPs allows us to introduce this attraction's appeal to a broader audience." The first collaboration involved the popular anime Lycoris Recoil, a production of Aniplex, a Sony Music Group (Japan) company. Visitors can embark on adventures with the characters and purchase exclusive merchandise. Matsudaira recounted, "Since this IP was handled by one of our group company, we enjoyed exceptional cooperation and speed, and we were able to deliver this inaugural endeavor despite the challenges it entailed." A visitor survey confirmed the strategy's success, with approximately 30% citing the Lycoris Recoil collaboration as a key reason for their visit.

Players who choose a Lycoris Recoil character as their in-game buddy can summon the buddy and enjoy exclusive voices and visuals.

Matsudaira emphasizes that IP collaborations provide advantages not only for the facility but also for the IP owners. "IP holders seek to maintain fan engagement by consistently offering venues for fans to enjoy their content," Matsudaira explains. "THE TOKYO MATRIX delivers a unique experience for fans while distinctly showcasing the character of each IP."

An experimental business that is uniquely Sony

THE TOKYO MATRIX represents a challenging, new entertainment venture for the Sony Group, launched as a full-fledged business rather than a mere Proof of Concept (PoC). To accelerate its commercialization, the project leveraged the Sony Group's extensive expertise, encompassing event management, attraction development, cutting-edge technologies, and entertainment industry connections. Matsudaira proudly affirms, "By centralizing our internal knowledge, we are openly sharing all lessons and data derived from this project. We believe this provides crucial insights, including on both successes and difficulties, that will guide Sony Group's future LBE initiatives."

The goal is for THE TOKYO MATRIX to be a catalyst and inspire people to enjoy quality time with close friends

The Lycoris Recoil collaboration, the first of such collaborative programs, concludes on July 13. Future collaborations will be announced sequentially, with Matsudaira confirming that IPs befitting dungeon adventures and unexpected ones are both being considered. Additionally, they plan to maximize the location in the Tokyu Kabukicho Tower by expanding partnerships with other floors and various other Shinjuku venues.

"THE TOKYO MATRIX offers a meticulously crafted one-hour experience of intense fun," Matsudaira states. "Additionally, by partnering with nearby establishments, we also aim to provide visitors with time and space to reflect on the adventures they have just completed. We encourage you to visit with your close friends and bring home lasting `memories of adventure and bonds with close friends.'"