#Japan #Tokyo #MRX #Machine Field #Immersive Escape

Exciting New Brand Integration in Immersive Entertainment

A New Dawn for Immersive Experiences

In a groundbreaking move, two acclaimed companies—MRX Co., based in Chuo-ku, Tokyo, and Machine Field Co., located in Yokohama, Kanagawa—have announced the integration of their unique experiential brands, 'MRX's Sunday with the Demon King' and 'Dark Escape.' Together, they will usher in a new immersive entertainment brand called the Immersive Escape Game.

Background of Brand Integration

In recent years, the entertainment market has seen a significant rise in interest surrounding immersive experiences. Audiences are increasingly looking for opportunities to go beyond traditional forms of entertainment, wanting to step into stories and experience them as active participants. However, there remains a notable shortage of immersive experience facilities in the market.

MRX Co. has cultivated an engaging world focused on narrative, allowing participants to feel like the “protagonist” through experiences crafted in 'MRX's Sunday with the Demon King.' On the other hand, Machine Field Co. has developed 'Dark Escape,' which effectively uses spatial design and electronic gimmicks to create visceral experiences that engage all five senses. The merging of these strengths aims to launch the Immersive Escape Game, combining storytelling with experiential effects and cutting-edge technology on a high level.

What is the Immersive Escape Game?

The Immersive Escape Game is a progressive evolution of the traditional puzzle-centric escape games. This new experience embraces the following elements:

• - Story-Driven Design: Immersive narratives that engage players fully.
• - Comprehensive Utilization of Space: The entire environment works together to enhance experience.
• - Multimedia Integration: Incorporating audio, visual, and electronic controlled gimmicks.
• - Interactions with Cast Members: Fostering deeper connections within the narrative.

Participants will no longer simply be players but will engage as integral parts of the story world, making choices and living through experiences. The goal is not just to escape but to provide an enriching value of “living the story” itself.

Future Developments

With this brand integration, both companies plan to strengthen their content development capabilities by promoting experiences that fuse immersive and escape game elements. Future initiatives include:

• - Developing new large-scale content.
• - Promoting IP collaborations.
• - Expanding into major urban areas domestically.
• - Enhancing responses to the inbound market.

The goal is to invigorate the market as an immersive entertainment brand.

Comments from Leaders

MRX Co.: “This integration stemmed from our desire to elevate the experiential value of entering a narrative to an even higher level. Through our new brand, we aim to create memorable experiences and expand our entertainment portfolio while building a sustainable large-scale business model.”
Machine Field Co.: “By merging our expertise in spatial design with MRX's storytelling capabilities and operational knowledge, we can explore new realms of entertainment possibilities.”

Looking Ahead

The Immersive Escape Game will create a world where each participant becomes the centerpiece of their narrative. We will continue to pursue the integration of technology, design, and story, ever ready to take on new challenges and deliver innovative value to the entertainment market, leveraging the power of Japanese IP.

Company Overview

MRX Co.

• - Location: 1-7-10 Tsukiji, Chuo-ku, Tokyo, ABL Tsukiji, 4th Floor
• - CEO: Liu Zhi Guang
• - Business Focus: Aiming to create immersive real entertainment experiences that invite audiences into story-rich environments. With plans expanding beyond direct stores to collaboration with other IPs, pop-up experiences, and more.

Machine Field Co.

• - Location: 220-45 Toyogen Building, B1, Yamashitacho, Naka-ku, Yokohama, Kanagawa
• - CEO: Fukunishi Yoshiyuki
• - Business Focus: A creative studio specializing in experiential content that merges the real and digital realms using projection and interactive techniques. Emphasizing space design that integrates storytelling with technology, currently ramping up efforts in the real entertainment sector to create innovative experiences.