Case Study: How Carnival Cruise Line Built a Rain-or-Shine Revenue Engine Without Adding a Single Square Foot

Bon Voyage to Dead Space: Monetizing Underutilized Cruise Ship Venues

For cruise line managers, every square foot of a ship must earn its keep. Balancing high-energy guest satisfaction with unpredictable weather while maximizing onboard spend is a constant operational puzzle.

Australia's leading cruise line, Carnival Cruises (formerly P&O Cruises), has offered Laser Tag on several ships for more than 10 years.

Originally launched on the Pacific Dawn, the program was added to the Pacific Jewel, and then onto the Carnival Explorer & Carnival Adventure.

When Carnival Cruise Line looked to elevate the guest experience aboard Carnival Adventure, they didn't commission a costly deck expansion.

Instead, they unlocked the hidden potential of their existing footprint by partnering with Battlefield Sports to launch a high-stakes, commercial-grade laser tag attraction.

Today, the Carnival Edge program is the world’s largest adventure park at sea. The program allows passengers to climb, swing, and play "high-tech hide-and-seek" in parts of the ship that had previously never been seen by guests.

The Cruise Line Laser Tag Attraction

The laser tag game program was carefully selected to ensure there is something for all guests.

Teens have the opportunity to test their mettle like a live-action video game.

Kids have fun playing fun games like "Capture & Hold".

Laser tag is a big hit for young and old!

The games suit players from age 6 up to the young at heart. The laser tag equipment, supplied by Battlefield Sports, offers guests the flexibility to play either indoors or outdoors.

The original package consisted of:

• 26 x Awesomes Cobras (pictured)
• Master Controller
• and 3 Battle Boxes

Then, in 2022, Carnival Cruises was one of the first adopters of the new Cobra Striker taggers. In 2025, they ordered more!

They converted all their Awesome Cobras over to take advantage of the unique benefits of this product.

The Cobra Striker is lighter and cordless.

This makes kitting up and packing down much faster. Fast throughput is important on a busy ship!

"Carnival Cruises' Edge is about creating some high-adrenaline adventure activities on the cruise ship. Being on board a cruise ship gives you an extra dimension because you experience the movement of the ship. Most adventure activities are done on land. Now, once you are on the ship, you have that extra element; you've got a real adrenaline rush. It is terrific," said John Sharpe of Carnival Adventures, designer of the Carnival Edge program.

The Challenge: Weather Dependencies & "Dead Space"

Two common operational headaches plague even the most modern cruise liners:

•  Weather Disruptions: High winds, sudden downpours, or intense midday heat can instantly bench outdoor attractions like ziplines, ropes courses, and waterslides, leaving hundreds of high-energy kids and teens looking for an alternative.
• Daytime Dead Space: Massively popular evening venues, like the ship’s primary nightclub, sit completely dark and unmonetized during daylight hours.

The Solution: The Ultimate Chameleon Attraction

Carnival solved both problems at once by leveraging the extreme versatility of Battlefield Sports live-action gaming equipment.

Because the commercial gear uses safe, robust infrared technology (no heavy vests, no fragile plastic parts, and perfect visibility in direct sunlight), the crew gained ultimate operational flexibility.

• Monetizing the Nightclub: By day, the ship’s nightclub undergoes a swift, zero-construction transformation into an atmospheric, high-energy indoor laser tag arena. Dead space is instantly converted into a premium, ticketed attraction.
• The Perfect Weather Backup: If it’s too windy or rainy for the top-deck zipline, the crew seamlessly transitions the fun indoors. The entertainment schedule stays on track, guest frustration drops to zero, and the fun never gets canceled.
• Camp Ocean Integration: By integrating tailored tactical games into the Camp Ocean youth program, Carnival created a massive draw for kids and teens, keeping them thrilled while parents enjoy the ship's adult amenities.

The Results: Maximum Flexibility, Zero Real Estate Added

By shifting from a fixed, single-use attraction to a flexible, live-action gaming model, Carnival Adventure achieved a trifecta of operational wins:

• Enhanced Space Utilization: Transformed an underutilized daytime venue into a high-capacity revenue generator.
• Weather-Proof Guest Satisfaction: Created a reliable, thrilling indoor/outdoor alternative that keeps guest reviews glowing, rain or shine.
• Turnkey Reliability: Deployed rugged, commercial-grade equipment built to withstand the rigorous, high-volume environment of a modern cruise ship.

You don't need to alter your ship's silhouette to build your next massive attraction. You just need to unlock the space you already have.

Adrenaline on the High Seas

Carnival Cruises' thrill-seeking program features 20 Adrenaline-pumping activities specifically designed by Brisbane-based Carnival Adventures to make use of the ship’s existing architecture. Carnival Cruises’ passengers who love rock climbing, segways, and zip lines can now add a new brand of laser tag to their onboard adventures.

Carnival Cruises Senior Vice President Tammy Marshall said: "P&O [now Carnival Cruises] has always been known as the pioneers of new adventures and new experiences onboard Australian ships. We constantly innovate and update our product to keep up with, and lead, the times. Our research shows people’s holiday tastes are changing. They want more out of their holiday, and we’re offering that with the Edge.”

Ready to maximize your ship's hidden revenue zone?

Discover how Battlefield Sports can customize a turnkey live-action gaming attraction for your fleet. Contact our commercial team today.

For those with an appetite for adventure, book your next cruise by visiting their website at https://www.carnival.com.au/onboard

Check out the Package:

Image Source: Top Image Families Magazine.