Hero Zone: Where Social VR Meets Real-World Revenue -
Ventola Projects has completed its first project in South America, a projection bowling attraction at PlayGo Entertainment in Mall del Alto, Cuenca, Ecuador. The UK company installed the ball-responsive projection system across the venue’s lanes with Evogence, a US partner in its VAvR Global Alliance.
Guests play without headsets; the projections run on the lanes themselves. The VR Collective’s directory lists this format under immersive rooms.
Real-time tracking follows each ball as it travels down the lane. The system projects animations that move with the ball.
Guests scan a QR code at their lane and pick a theme. The game’s look changes without help from venue staff. The VR Collective reported in July 2026 on the self-service operating model at Immersive Gamebox.
PlayGo Entertainment’s team manages themes, branding and promotional material for the whole installation from a single device. Between games, the lane projections can show venue branding, sponsor logos and promotions for events or food and drink.
The system includes cloud-based monitoring, device management and remote support. Ventola Projects describes the system as scalable, so PlayGo can update themes and promotions. Ventola Projects said it designed the format to encourage longer playing sessions, repeat visits and social sharing.
Ventola Projects describes the VAvR Global Alliance as its international network of technology partners. The company said it set up the alliance to make its immersive lighting and entertainment systems available to venues around the world. The Cuenca project follows Ventola Projects installations in the UK and North America.
“Completing our first project in South America is an important step and demonstrates the international potential of the technology we have developed,” said Mick Ventola, chief executive of Ventola Projects.
“PlayGo Entertainment wanted to create a bowling experience that would stand out within a busy shopping and leisure destination,” he said. “By combining responsive projections with a simple central management system, we have helped create an attraction that is visually engaging for guests while remaining straightforward for the venue’s team to operate.”
He said the Evogence partnership “allows us to combine international reach with knowledge and support on the ground.”
For bowling centre operators, guests in Cuenca re-theme their own lane by QR code without venue staff. For FEC operators in malls, PlayGo Entertainment’s lanes can carry sponsor logos and food and drink promotions between games.
What is a projection bowling attraction? A bowling lane fitted with projection and real-time ball tracking, so animations follow each ball down the lane. Ventola Projects’ version lets guests choose a theme by scanning a QR code at their lane.
Where is Ventola Projects’ first South American projection bowling installation? At PlayGo Entertainment in Mall del Alto, Cuenca, Ecuador. Ventola Projects delivered it with US partner Evogence through its VAvR Global Alliance.
Can a venue run advertising on projection bowling lanes? Yes. Between games, PlayGo Entertainment’s lanes can show venue branding, sponsor logos and promotions for events or food and drink. The venue team manages the branding, logos and promotions from a single device.
Does the ball-responsive bowling system need staff to change themes? No. Guests change the theme themselves through the QR code, and the venue team manages content centrally, with cloud-based monitoring and remote support.
