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Accesso off on a Bear Grylls Adventure

Nothing says a wild and dangerous wilderness environment more than ... er ... Birmingham, home to Spaghetti Junction and soon, the Bear Grylls Adventure ...

Climbing wall
"This expansion is an indication of Merlin Entertainments' trust in accesso"

Accesso Technology Group PLC (LON:ACSO) is to implement a combination of its ticketing, guest experience and queuing solutions at The Bear Grylls Adventure in Birmingham.

The contract represents an expansion of its partnership with Merlin Entertainments PLC (LON:MERL), the theme park and leisure activities giant that owns the Bear Grylls Adventure.

READ Accesso Technology reports strong earnings growth in first half

The Bear Grylls Adventure will combine accesso Passport, accesso LoQueue, The Experience Engine and accesso Prism – the wearable device that will be renamed “BearTag” at the Bear Grylls experience.

Upon arrival and check-in, each guest will receive a BearTag loaded with their custom itinerary, which will guide them through their chosen adventures with live messages and reservation notifications throughout their visit. The technology will also enable guests to make secure, cashless payments for meals and merchandise, receive marketing offers in real-time and claim free photos from their experience at the theme park.

"The technology Accesso provides is truly the future of our industry,” declared James Thomas, the general manager at The Bear Grylls Adventure.

“Through this partnership, we're providing our guests with personalised and unique access to their experiences, whether they're swimming with sharks or free-falling in our indoor skydiving wind tunnel. With just the swipe of a finger on the BearTag touch screen, our visitors have a world of adventure at their fingertips," he said.

This new guest journey suite will allow them to be guided through the park, make secure cashless payments, receive marketing offers in real time (potentially personalised over time-based on activity and preference), and claim free photos. This, alongside Village Roadshow and Knotts Bury Farm, shows accesso’s growing ability to sell multiple products to clients, combining the underlying software.

In a note to clients, analysts at Peel Hunt commented: “This new guest journey suite will allow them to be guided through the park, make secure cashless payments, receive marketing offers in real time (potentially personalised over time-based on activity and preference), and claim free photos.

“This, alongside Village Roadshow and Knotts Bury Farm, shows accesso’s growing ability to sell multiple products to clients, combining the underlying software.”

Peel Hunt repeated a ‘buy’ rating and 2,100p price target on accesso shares, which in afternoon trading on Thursday were 1.6% higher at 1,240p.

 -- Adds analyst comment, share price --

Quick facts: Accesso Technology Group PLC

Price: 627.5 GBX

LSE:ACSO
Market: LSE
Market Cap: £173.33 m
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