Magic Memories
Magic Memories is a New Zealand-founded, global experience-capture company that partners with 100+ theme parks, museums, sports venues, and immersive attractions to deliver on-site photo/video capture, personalized multimedia keepsakes, and branded souvenir products through its proprietary MagicOS platform.
- Company typePrivate
- Founded1995
- HeadquartersQueenstown, New Zealand
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Magic Memories does
Magic Memories is a global experience-capture company headquartered in Queenstown, New Zealand, founded in 1995. Operating a B2B2C model, the company partners directly with attraction operators at venues such as theme parks, museums, zoos, aquariums, sports stadiums, and immersive entertainment destinations to provide on-site photographic capture, personalized multimedia content, and branded souvenir products. End consumers interact through on-site capture points and the My Memories online portal (shop.magicmemories.com), with the SmileFlingr app extending mobile access. The partner network spans more than 100 attractions across North America, the UK and Ireland, Continental Europe, the Middle East, Asia-Pacific (Australia, New Zealand, Japan, Korea, Thailand, Singapore, Hong Kong), and Africa, with marquee partners including LEGOLAND Discovery Centers, Madame Tussauds, SEA LIFE Aquariums, Sea World, MLB venues such as Fenway Park, FC Barcelona, Wembley Stadium, Daytona International Speedway, and the Natural History Museum.
Magic Memories firmographics
Firmographics- Name
- Magic Memories
- Legal name
- Magic Memories Group Holdings Limited
- Website
- https://magicmemories.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Magic Memories is a New Zealand-founded, global experience-capture company that partners with 100+ theme parks, museums, sports venues, and immersive attractions to deliver on-site photo/video capture, personalized multimedia keepsakes, and branded souvenir products through its proprietary MagicOS platform.
- Ownership category
- akta.pro rank
Magic Memories industry classification
Industry- Product category
- Attraction Photography and Experience Capture Services
- NAICS
- Other Amusement and Recreation Industries (7139), Amusement, Gambling, and Recreation Industries (713)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Museum, Zoo & Attraction Gift Shops (CRALAJAG)
- akta.pro secondary industry
- Novelty & Humor Gifts Retail (CRALAJAB)
Keywords
Where Magic Memories is headquartered
LocationHeadquarters
- HQ city
- Queenstown
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Magic Memories business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Photo and Video Capture Services: Magic Memories provides photographic and multimedia capture services at attractions. Visitors can purchase photos, videos, and personalized merchandise featuring their experience.
- Merchandise Sales: Sale of physical products including prints, keychains, mugs, and other customizable merchandise bearing visitor photos and content.
- Digital Content Downloads: Visitors can download digital content from their accounts. Digitally downloaded products are not eligible for refunds, indicating digital product sales as a revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Attraction-based pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Magic Memories product offering
Product offeringCore offering
Magic Memories provides on-site photographic and multimedia capture services at partner attractions (theme parks, museums, zoos, sports venues), selling physical photo merchandise and digital downloads to visitors through its MagicOS platform. The company delivers branded experience-capture solutions to attraction operators, including augmented reality (AR) experiences, personalized keepsakes, and shareable digital content that extends the guest experience beyond the venue.
Product overview
Magic Memories operates as a brand engagement platform combining state-of-the-art capture technology with leading edge software to connect customers to brands through personalised content. The core MagicOS Platform serves as the central technology enabling mobile-first moment capture, personalised multimedia keepsakes, and social sharing capabilities. This platform is enhanced by proprietary Augmented Reality (AR) Technology for immersive experiences like the Giants of the Past exhibition. The company also provides the SmileFlingr App and My Memories platform for end consumers to access, purchase and share their captured content. Services are delivered through partnerships with over 200+ global attractions spanning tourism, sport, entertainment and leisure sectors.
Differentiator
Problem solved
Functional benefit
Products and services
- MagicOS Platform Mobile-first proprietary technology platform that captures guest moments at attractions and creates personalised, multimedia keepsakes that can be turned into shareable stories, increasing brand reach on social media for attraction operators.
- Photo Capture Services Photographic capture services operated by Magic Memories at partner attractions globally, enabling visitors to capture moments during their visits, with content stored and made available for purchase and download.
- My Memories Portal Online portal allowing users to access, view, share and purchase their captured photos and videos from attraction visits, with options to buy physical merchandise (prints, keychains, mugs) and digital content downloads.
- SmileFlingr App Mobile application referenced as part of Magic Memories' platforms that enables user interactions with the company's services and access to captured memories.
- Augmented Reality (AR) Technology Proprietary AR technology enabling visitors at attractions to scan QR codes or physical objects (such as bones or fossils) with mobile devices to bring content to life in immersive augmented reality experiences.
- Giants of the Past Educational augmented reality exhibition experience launched at Plantasia Tropical Zoo that brings prehistoric creatures to life by scanning physical installations with mobile devices.
Quantifiable outcome
- Over 70 new attraction partnerships added in the last 12 months, demonstrating strong market traction and partner confidence.
- +1 more outcomes
Companies that use Magic Memories
Customer profileNamed customers19 records
Segments5 records
Ideal customer profiles3 records
Magic Memories technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Magic Memories partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, major and minor.
- Layered Reality (Jeff Wayne's The War of The Worlds: The Immersive Experience)coreExtended collaboration with Layered Reality at Jeff Wayne's The War of the Worlds immersive experience in London. The MagicOS platform enables visitors to capture and share memorable moments in customizable formats. The attraction has won TripAdvisor's Travellers Choice Award for 4 consecutive years.
- Layered Reality (Gunpowder Plot: A Tower of London Immersive Experience)coreMagic Memories integrated its MagicOS platform at the Gunpowder Plot immersive attraction at the Tower of London. The partnership enables visitors to create personalized, multimedia keepsakes that carry the experience beyond the venue, turning moments into shareable stories.
- Parkwood Leisure (Plantasia Tropical Zoo)coreCollaboration with Parkwood Leisure to launch Giants of the Past exhibition featuring Magic Memories' new Augmented Reality technology. This marks the UK debut for Magic Memories' AR technology, bringing prehistoric creatures to life through mobile device scanning.
- LEGOLAND Discovery CentersmajorPartnership with multiple LEGOLAND Discovery Center locations across North America (Arizona, Boston, Columbus, Kansas City, New Jersey, San Antonio, Toronto), Europe (Brussels, Berlin, Oberhausen), and Asia-Pacific (Melbourne, Osaka, Hong Kong, Tokyo) for experience capture services.
- Madame TussaudsmajorPartnership with Madame Tussauds locations in Hollywood, Nashville, Orlando, Las Vegas, New York, Berlin, Bangkok, Hong Kong, Tokyo, Dubai, Singapore, Sydney, and Vienna for photo experiences at wax museums.
- SEA LIFE AquariumsmajorPartnership with SEA LIFE Aquarium locations across multiple continents including Arizona, Charlotte, Michigan, New Jersey, San Antonio, Kansas City, Grapevine, Minnesota, Orlando, Munich, Bangkok, Busan, Sydney, Kelly Tarlton's (Auckland), Sunshine Coast, Melbourne, Oberhausen, and Konstanz.
- Happy Snappy (License Partner)minorLicense partner operating under the brand 'Happy Snappy' for delivering services at certain attractions in specific regions.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Magic Memories competitors and assessment
Company assessmentBroad incumbents
- Disney PhotoPass: In-house photo capture and merchandise service operated by Walt Disney Parks across its theme parks and cruise ships. Closest large incumbent to Magic Memories' core ride/range capture service, differentiated only by scale and vertical integration.
- Knott's Berry Farm / Cedar Fair Photography: Cedar Fair's in-park photography services for its U.S. theme parks (Cedar Point, Knott's, Kings Island, etc.). Comparable enterprise-scale photo capture for major North American attractions.
- Six Flags Photo Ops: On-site photo capture and merchandise sales program across Six Flags' North American theme parks. A direct competitor to Magic Memories for theme park ride/range photo services in the U.S.
- Universal Photo Service (Universal Parks): In-park and ride photo capture service operated by Universal Destinations & Experiences. Comparable enterprise-scale photo capture and personalised merchandise platform for major U.S. theme parks.
- SeaWorld Entertainment Photography: On-site photo capture services and branded merchandise at SeaWorld, Busch Gardens and Sesame Place parks. Already a Magic Memories customer; represents both a partner and a potential insourcing threat.
Direct peers
- PhotoMe Group: Global operator of automatic photo booths and on-site photo capture services including attraction venues. Highly comparable B2B model of capturing personal moments at physical venues and selling prints/digital merchandise to end consumers.
Emerging players
- AntSoftware (immotion group): Provider of photo/film capture workflow software and VR/AR immersive experience content for attractions, theme parks and cinemas. Comparable B2B technology provider operating in adjacent experience-capture and immersive-experience stack.
- GOTPhoto: Software platform for school, nursery and event photography that handles capture, ordering and delivery workflows. Comparable in providing end-to-end photo capture-to-delivery infrastructure, though focused on the school photography vertical rather than attractions.
Others
- Merlin Entertainments: Largest operator of branded visitor attractions globally (Madame Tussauds, LEGOLAND Discovery Centers, SEA LIFE). Significant Magic Memories customer; included as a peer because Merlin's strategic decisions about insourcing vs. outsourcing photo services directly impact Magic Memories' revenue base.
- Snap (Snapchat): Operator of the Snapchat platform and AR Lens Studio, increasingly used by attractions and venues to enable guest-created AR content. Not a direct competitor today but a strategic substitute that could compress paid AR-capture demand at attractions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Magic Memories social profiles
Digital presenceMagic Memories financial estimates
Financial estimateRevenue estimate
Valuation estimate
Magic Memories leadership team
Management profileNumber of profiles
Profiles8 records
Magic Memories funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Magic Memories M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Magic Memories
What does Magic Memories do?
Magic Memories provides on-site photographic and multimedia capture services at partner attractions (theme parks, museums, zoos, sports venues), selling physical photo merchandise and digital downloads to visitors through its MagicOS platform. The company delivers branded experience-capture solutions to attraction operators, including augmented reality (AR) experiences, personalized keepsakes, and shareable digital content that extends the guest experience beyond the venue.
Is Magic Memories a public or private company?
Magic Memories is a private company. It is classified as venture growth investor backed and is currently operating.
When was Magic Memories founded?
Magic Memories was founded in 1995. It employs 1,001 to 5,000 people.
Where is Magic Memories based?
Magic Memories is headquartered in Queenstown, New Zealand, in the Oceania region.
How does Magic Memories make money?
Three revenue lines are on record. Photo and Video Capture Services are the primary driver. The others are merchandise Sales and digital Content Downloads.
Who are Magic Memories's main competitors?
Broad incumbents on record are Disney PhotoPass, Knott's Berry Farm / Cedar Fair Photography, Six Flags Photo Ops, Universal Photo Service (Universal Parks) and SeaWorld Entertainment Photography. PhotoMe Group is listed as a direct peer. Emerging players are AntSoftware (immotion group) and GOTPhoto. Others are Merlin Entertainments and Snap (Snapchat).
Does Magic Memories have an API?
No public API is recorded for Magic Memories.
What industry is Magic Memories in?
Magic Memories's product category is Attraction Photography and Experience Capture Services. Its primary akta.pro industry code is CRALAJAG, Museum, Zoo & Attraction Gift Shops, with a secondary code of CRALAJAB, Novelty & Humor Gifts Retail. Its NAICS code is 7139 and its SIC code is 7900.