Ubisoft Entertainment : BWAH! Rabbids Amusement Centre opens in Montreal

Since they first invaded in 2006's Rayman Raving Rabbids, the Rabbids have become something of an international phenomenon. Their adventures that have entertained millions on all game platforms and across three TV series broadcast in more than 50 countries. In their latest adventure, the Rabbids are attempting to redefine family entertainment with the opening of the Rabbids Amusement Center in Montreal this week. Open 7 days a week, the Rabbids Amusement Center is the ideal location to burn off energy and enjoy some family time.

'Ubisoft is known for its innovative video games and unique immersive worlds,' explains Olivier Ernst, general manager for Ubisoft Canada. 'We believe that these worlds have a potential beyond gaming; to provide the foundations to create experiences that appeal both to fans and to a new audience. In North America, the popularity of family entertainment centers is increasing, and we are convinced that Ubisoft's strong brands create a unique experience. We immediately thought of the Rabbids, as theirs is a universal brand. People of all ages enjoy the craziness and humor of the Rabbids.'

But what makes the Rabbids experience unique? 'It's no different from how we develop our games. We aim to create an innovative and immersive experience. Consistency with the brand is also key. We want to make sure the project is in line with the Rabbids' DNA. That's the only way fans can see this new experience as an extension of what they like in our games while reaching a new audience. As we designed the Amusement Center for a family audience, we put everything in place to ensure children and parents could both have a fun and memorable experience.'

It's not just a family entertainment centre with Rabbids branding - Ubisoft's skills directly feed into the attractions. The Center provides a real connected experience with a virtual reality area, smart bracelets, pixel art wall, holograms, and more.

The centre also relies on Ubisoft's story-telling skills. 'The Rabbids have repaired an old submarine to get to the North Pole so they can be closer to the moon,' explains Ernst. 'To their surprise, the submarine starts to fly, and when they let go of the controls and start playing tag with each other, it crashes in Montreal. Top researchers began observing these Rabbids and concluded that only children could understand their language and behavior.'

'Children will discover a three-level submarine with obstacles and slides; explore the inner workings of a water treatment plant with two ball pools, ball cannons, and a climbing wall; immerse themselves in the world of Rabbids in the virtual zone; and stimulate their creativity with the Pixel Art wall and giant-size building blocks. Parents have not been left out, as the Amusement Center also offers a top-quality dining area, themed rooms for birthday parties, and more.'

Sounds like a lot of fun! If you're ever in Montreal, check out www.centrelapinscretins.com for more details, or the centre's instagram or Facebook pages.