Designed by ustwo, NBCUniversal’s Backlot Club uses app-based quests and physical collectibles to connect fandom with visits to Universal parks. Its designers say it aims to reward in-person engagement and build loyalty, not keep users on the app for long stretches.
At the parks, scavenger hunts use interactive towers that visitors locate with hints on their phones to unlock collectibles; the app also offers trivia. At Universal Hollywood, visitors waiting for the new Fast & Furious roller coaster can scan placards near franchise props to unlock behind-the-scenes film content.
Although its content is family-friendly by default, the app is limited to users 18 and older. It requires no subscription and offers no in-app purchases; users can view usernames and scores and follow one another, but the app has no messaging or forums.
