NEON

What NEON does

NEON, formerly Cityneon Holdings, is a Singapore-based global operator of immersive entertainment exhibitions. The company was established in 2005 as Cityneon's Events & Exhibitions division (with subsidiary Animax Designs tracing back to 1989) and now creates, produces, and tours large-scale themed exhibitions based on licensed entertainment IP and cultural heritage content. NEON holds long-term licensing agreements with major studios including Universal Destinations & Experiences (Jurassic World, Avatar), Warner Bros. Discovery (Harry Potter, DC), Disney/Marvel (Avengers), Lionsgate (Hunger Games), and Hasbro (Transformers), and has secured artifact partnerships with the Egyptian Museum, Shanghai Museum, and Museo Larco for cultural exhibitions such as Ramses and the Pharaohs' Gold and Machu Picchu and the Golden Empires of Peru. Operations span approximately 40 cities across four regions — the Americas, Europe, the Middle East, and Asia — with 251–500 employees.

The company's core technology stack combines proprietary animatronic robotics (developed by subsidiary Animax Designs, a 2023 Thea Awards recipient), VR integration, interactive wand technology, and multisensory exhibit design. NEON operates through five subsidiaries covering distinct capabilities: BIG LAB for content creation, Animax for engineering and robotics, Victory Hill Exhibitions (VHE) for studio IP management, World Heritage Exhibitions (WHE) for cultural IP management, and CNeX for project activation. Notable proprietary outputs include life-sized animatronic dinosaurs (Brachiosaurus, Velociraptors including Blue, T. rex), VR experiences such as Abu Simbel temple tours, and the Guinness World Record-setting interactive touchscreen in The Hunger Games exhibition. The company has an announced collaboration with Boston Dynamics for advanced robotics integration.

NEON operates an event-driven, primarily B2C ticketed business model. Primary revenue comes from exhibition ticket sales (typical adult admission ranges roughly £24.90 in London to ¥4,000 in Tokyo), supplemented by licensed merchandise and on-site retail, corporate and private event hire, and licensing economics with IP holders. Distribution combines direct operations at permanent venues — including NEON at Battersea Power Station in London and Crevia Base Tokyo — with touring exhibitions in partner venues globally, supported by ticketing platform partnerships (Fever, EnigmaTickets, Mastercard presales) and regional promoters. Cumulative funding raised totals approximately S$235 million (≈US$170M), with the most recent round being a S$150 million investment from Temasek-owned 65 Equity Partners in October 2022 that coincided with the Cityneon-to-NEON rebranding.

Name

NEON

Legal name

Cityneon Holdings Pte Ltd

Website

https://neonglobal.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Short description

NEON is a Singapore-based global operator of immersive entertainment exhibitions, producing and touring themed experiences based on licensed studio IP (Universal, Warner Bros., Disney/Marvel, Lionsgate, Hasbro) and cultural artifacts for consumers, venues, and tourism destinations across roughly 40 cities.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices18 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Exhibition Ticket Sales: NEON generates primary revenue from selling tickets to immersive exhibitions. Exhibitions include Jurassic World: The Experience, Harry Potter: Visions of Magic, Avatar: The Experience, Ramses and the Pharaohs' Gold, and Machu Picchu and the Golden Empires of Peru. Ticket prices vary by market and experience level.
2. Licensing and IP Partnerships: NEON enters licensing agreements with major IP holders including Warner Bros. Discovery (Harry Potter, DC), Universal Destinations & Experiences (Jurassic World, Avatar), Marvel Studios (Avengers), Lionsgate (The Hunger Games), and Hasbro (Transformers) to develop and tour exhibitions.
3. Merchandise and Retail: Each exhibition features branded retail spaces selling merchandise, collectibles, official products. Examples include Butterbeer at Harry Potter exhibitions and exclusive merchandise at Jurassic World venues.
4. Venue Operations: NEON operates permanent and semi-permanent venues including NEON at Battersea Power Station (London), Crevia Base Tokyo (Japan), generating venue-based revenue through exhibitions and events.
5. Corporate Events and Private Hire: Exhibition spaces and venues are available for corporate events, private functions, and special occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

NEON designs, produces, and operates large-scale immersive themed exhibitions built on licensed entertainment IP (Jurassic World, Harry Potter, Avatar, Marvel, Transformers, The Hunger Games) and cultural artifact IP (Ramses, Machu Picchu, Mummies of the World, Pompeii, Auschwitz). Experiences are delivered through permanent venues (NEON at Battersea Power Station, Crevia Base Tokyo) and global touring engagements across 40+ cities, using proprietary animatronic technology from its Animax subsidiary, VR experiences, interactive wand technology, and multisensory installations.

Product overview

NEON (formerly Cityneon Holdings) is a global leader in immersive entertainment experiences, offering a portfolio of themed exhibitions and cultural experiences rather than a traditional software platform. The company's core offerings include Studio IP Experiences (Marvel Avengers S.T.A.T.I.O.N., Transformers: The Experience, Jurassic World: The Experience, The Hunger Games: The Exhibition, Avatar: The Experience, Harry Potter: Visions of Magic) and Cultural IP Experiences (Machu Picchu and the Golden Empires of Peru, Ramses The Great and the Gold of the Pharaohs, Mummies of the World, Victoria the T.rex, Pompeii: The Exhibition, Auschwitz). The company operates through five subsidiaries: BIG LAB (content creation), Animax (engineering and robotics/animatronics), Victory Hill Exhibitions (studio IP management), World Heritage Exhibitions (cultural IP management), and CNeX (project activation). Experiences feature animatronic technology, immersive environments, VR experiences, interactive wand technology, and multi-sensory installations. The company does not operate a software platform with modules or APIs but rather produces physical exhibition experiences for venues worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Jurassic World: The Experience A family-friendly immersive exhibition based on the Jurassic World franchise, featuring life-sized animatronic dinosaurs (Brachiosaurus, Velociraptors including Blue, and Tyrannosaurus rex), prehistoric environments, and interactive exhibits powered by Animax Designs animatronic technology. Licensed from Universal Destinations & Experiences.
• Harry Potter: Visions of Magic An interactive art experience featuring 8 artistic environments inspired by the Harry Potter franchise, including The Knight Bus, Grimmauld Place, The Ministries of Magic, Newt's Menagerie, The Hall of Prophecy, Knockturn Alley, The Room of Requirement, and The Pensieve. Features responsive video content, wand interactions, and original soundscapes. Licensed from Warner Bros. Discovery Global Experiences.
• Avatar: The Experience An immersive experience inspired by James Cameron's Avatar film franchise, featuring nine experiential rooms including the Pandoran Research Foundation Welcome Centre, RDA Biotech Pavilion, Bioluminescent Forest, The Rookery with life-sized banshee, and Tree of Voices. Includes Avatarize Yourself station and digital flying experience. IP partnership with James Cameron's Lightstorm Entertainment.
• Marvel Avengers S.T.A.T.I.O.N. An immersive interactive exhibition experience featuring Marvel's Avengers franchise, allowing visitors to explore S.H.I.E.L.D. technology and encounter Avengers artifacts and environments. Licensed from Marvel Studios / Disney Location-Based Experiences.
• Transformers: The Experience An immersive themed exhibition experience based on the Transformers franchise, bringing the iconic robots to life through interactive environments and displays. Licensed from Hasbro through a global multi-year partnership.
• The Hunger Games: The Exhibition An immersive exhibition based on the Lionsgate Hunger Games film franchise, featuring interactive displays and environments inspired by the dystopian world of Panem. Includes the Guinness World Records-recognized Largest Interactive Touchscreen Display. Licensed from Lionsgate.
• Ramses and the Pharaohs' Gold A cultural exhibition celebrating the reign of Ramses II, featuring 180 priceless Egyptian artifacts and opulent treasures including the original wooden coffin of Ramses II's mummy, sarcophagi, animal mummies, jewellery, royal masks, and amulets. Includes immersive VR experience transporting visitors to Abu Simbel temples and the tomb of Nefertari. Officially endorsed by the Government of Egypt through Egypt's Supreme Council of Antiquities.
• Machu Picchu and the Golden Empires of Peru A cultural IP experience showcasing ancient Inca civilization through original artifacts, immersive storytelling, VR experiences, evocative soundscapes, and multisensory installations. Features artifacts on loan from Lima Peru's Museo Larco. Strategic partnership with Shanghai Museum for China debut.
• Mummies of the World: The Exhibition A cultural exhibition featuring mummies and artifacts from various ancient civilizations, providing educational and immersive experiences about ancient history. Managed through World Heritage Exhibitions subsidiary.
• Pompeii: The Exhibition An exhibition featuring artifacts and stories from the ancient Roman city of Pompeii, destroyed by the eruption of Mount Vesuvius.
• Auschwitz. Not Long Ago. Not Far Away. A historically significant exhibition dedicated to the memory of Holocaust victims, featuring authentic artifacts and educational content about the Auschwitz concentration camp.
• Victoria the T.rex A dinosaur exhibition featuring Victoria the T.rex, an animatronic dinosaur experience showcasing prehistoric life.

Quantifiable outcome

• 8 million+ visitors to Jurassic World: The Experience since 2016
• +5 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

17 partnerships are on record, tiered major, core and innovation.

• Shanghai MuseummajorStrategic or Co-development Partner · 20 November 2025Strategic partnership with Shanghai Museum for the China debut of Machu Picchu and the Golden Empires of Peru, the largest-ever edition of the exhibition at over 16,000 square feet.
• Espacio Ibercaja Delicias (Madrid)majorStrategic or Co-development Partner · 14 October 2025Venue partnership for Avatar: The Experience European debut at Espacio Ibercaja Delicias, presented in collaboration with LETSGO.
• Asset World Corporation (AWC)majorStrategic or Co-development Partner · 13 August 2024Partnership with Thailand's leading integrated lifestyle real estate group to bring Jurassic World: The Experience to Asiatique The Riverfront Destination in Bangkok, with support from Tourism Authority of Thailand.
• Warner Bros. Discovery Global ExperiencescoreStrategic or Co-development PartnerStrategic partnership to bring unique immersive themed art experiences inspired by DC and The Wizarding World (Harry Potter). NEON developed Harry Potter: Visions of Magic exhibition.
• Universal Destinations & ExperiencescoreStrategic or Co-development PartnerPartnership for Jurassic World: The Experience and Avatar: The Experience exhibitions. NEON creates and tours these immersive experiences globally under licensing agreements.
• Marvel Studios / Disney Location-Based ExperiencescoreStrategic or Co-development PartnerLicensing partnership for Marvel Avengers S.T.A.T.I.O.N. exhibitions globally. NEON develops and tours these immersive experiences featuring Marvel intellectual property.
• LionsgatecoreStrategic or Co-development PartnerMulti-year global licensing partnership for The Hunger Games exhibitions. NEON acquired exclusive rights to develop The Hunger Games: The Exhibition.
• HasbrocoreStrategic or Co-development PartnerGlobal multi-year partnership through Victory Hill Exhibitions subsidiary to use the TRANSFORMERS brand for exhibitions, including Transformers: The Experience.
• James Cameron's Lightstorm EntertainmentcoreStrategic or Co-development PartnerIP partnership for Avatar: The Experience immersive exhibition, bringing the world of Pandora to life through NEON's experiential design.
• Boston DynamicsinnovationTechnology or IntegrationNEON announced collaboration with Boston Dynamics and ANIMAX for advanced robotics integration in experiential entertainment, combining NEON's exhibition expertise with Boston Dynamics' robotic technology.
• Animax DesignscoreStrategic or Co-development PartnerANIMAX, now part of NEON Group, provides engineering and robotics capabilities for hyper-realistic animatronic dinosaurs and robotic figures in exhibitions.
• Victory Hill Exhibitions (VHE)coreStrategic or Co-development PartnerVHE, now part of NEON Group, manages Studio IP exhibitions including Marvel Avengers S.T.A.T.I.O.N., Transformers, Jurassic World, and more.
• World Heritage Exhibitions (WHE)coreStrategic or Co-development PartnerWHE, now part of NEON Group, manages Cultural IP exhibitions including Ramses and the Pharaohs' Gold, Machu Picchu, Mummies of the World.
• Egypt's Supreme Council of AntiquitiesmajorStrategic or Co-development PartnerGovernment partnership for Ramses and the Pharaohs' Gold exhibition featuring 180+ priceless artifacts on loan from Egyptian Museum, officially endorsed by the Government of Egypt.
• Museo Larco (Lima, Peru)majorStrategic or Co-development PartnerCultural institution partnership providing artifacts for Machu Picchu and the Golden Empires of Peru exhibition, celebrating 100th anniversary in 2026.
• Battersea Power Station Development CompanymajorStrategic or Co-development PartnerPartnership to operate NEON at Battersea Power Station, a permanent venue featuring world-class immersive exhibitions including Ramses and Jurassic World.
• ITOCHU Property Development / Sankei BuildingmajorStrategic or Co-development PartnerJoint venture formed by NEON Group with Itochu Property Development and Sankei Building for Japanese market operations.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• IMG (Endeavor): IMG operates globally licensed branded experiences and attractions across sports, fashion, and entertainment. Both IMG and NEON produce touring and venue-based immersive experiences tied to major IP and live content.
• Fever: Fever is a ticketing and experience marketplace that also produces and operates its own immersive experiences (e.g., Van Gogh, Stranger Things, themed exhibitions). NEON actually partners with Fever for ticketing distribution, making Fever both a channel partner and a direct competitor in the immersive experiences space.
• Feld Entertainment: Feld Entertainment produces and tours family entertainment properties including Disney on Ice, Monster Jam, and Marvel Universe LIVE. Both companies tour large-scale IP-based entertainment experiences globally on multi-city circuits, with similar capital-intensive production models.
• Round Room Live: Round Room Live produces and tours family entertainment experiences including Jurassic World, PAW Patrol, and other IP-based live shows. Round Room is one of NEON's most direct competitors in the touring IP-based exhibitions space.
• Exhibits Development Group (EDG): EDG designs, develops, and produces museum-quality and cultural exhibitions, often in partnership with museums and cultural institutions. EDG overlaps with NEON's World Heritage Exhibitions (WHE) division on cultural artifact exhibitions like those featuring Egyptian and Incan antiquities.
• Base Entertainment: Base Entertainment produces and tours large-format immersive experiences including Tutankhamun and Pompeii exhibitions. Base is a direct competitor in the cultural artifact touring exhibition space where NEON's WHE subsidiary operates.

Broad incumbents

• Merlin Entertainments: Merlin operates LEGOLAND parks, Madame Tussauds, SEA LIFE, and other branded attractions globally. While larger and focused on permanent venues rather than touring exhibitions, Merlin is the closest scaled incumbent in the branded IP-based attractions business.
• Walt Disney Parks and Resorts: Disney operates the world's largest theme park portfolio. Disney is simultaneously a NEON IP licensor (Marvel Avengers S.T.A.T.I.O.N.) and a broad incumbent that competes for location-based entertainment spend via its own parks and cruise line experiences.
• Universal Destinations & Experiences: Universal operates Universal Studios theme parks globally and is NEON's largest IP licensor (Jurassic World, Avatar). Universal could increasingly internalize LBE experiences for major franchises, posing a competitive risk to NEON's flagship exhibitions.

Emerging players

• Meow Wolf: Meow Wolf operates permanent immersive art installations in multiple US cities. While not IP-licensed, Meow Wolf represents the broader wave of immersive entertainment venues competing for the same discretionary consumer spend and venue partnerships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/cityneonholding
• YouTubeyoutube.com/channel/UCiFuC0Co-yT_tMUGn4zSjCQ
• Facebookfacebook.com/cityneonholdings
• LinkedInlinkedin.com/company/neongroup
• Instagraminstagram.com/neon.get.closer

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries7 records

Funding overview

Funding rounds4 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NEON