Case Study: Carnival Cruise Line
Founded in 1972, Carnival Cruise Line is famous for bringing fun, high-value vacations to the sea.
Known as “The World’s Most Popular Cruise Line,” Carnival operates a fleet of 29 ships across North America, Europe, and Australia. The cruise line hosts nearly six million guests each year. Its crew numbers stand at 52,000. Its team comes from 120 countries, bringing a global spirit to every adventure.
That love of fun led Carnival to create an adventure park at sea. The Edge Adventure created a zipline, rock climbing, abseiling, the bridge roof walk, and the "Titanic experience," plus laser tag, giving guests a thrilling new way to play.
2015: The world's largest Adventure Park at sea (including Laser Tag) on the Pacific Eden. This was part of the original P&O Edge Adventure
2019: Expanded to the Pacific Jewel, then the Pacific Explorer (now Carnival Explorer)
2020: Expanded to the Pacific Adventure (now Carnival Adventure)
2022: Carnival Cruise Lines was one of the first adopters of the new Cobra Striker taggers
2025: Carnival ordered more Strikers to keep up with demand!
Carnival wanted to give guests more exciting things to do without adding a single square foot to the ship.
On high-wind “flag days,” safety rules can close top-deck activities such as abseiling and ziplining.
Balancing high-energy guest satisfaction with unpredictable weather while maximizing onboard spend is a constant operational puzzle.
They needed a flexible activity that could move indoors, keep guests engaged. Carnival Edge proved that you do not need more deck space to create more adventure.
For cruise line managers, every square foot of a ship must earn its keep.
In summary:
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.
For more than a decade, Carnival Cruises has used Battlefield Sports laser tag to give guests a high-energy, live-action experience at sea.
Originally launched on the Pacific Dawn, the program was added to the Pacific Jewel, and then onto the Carnival Explorer & Carnival Adventure.
The activity transforms existing onboard spaces into an unforgettable attraction for kids, teens, and the young at heart.
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. It's the ultimate chameleon attraciton!
Carnival added Battlefield Sports laser tag as a flexible new attraction for guests of all ages. The crew can run games outside when the weather is good.
Or they can quickly move laser tag indoors. In fact, the nightclub turns into the kids' club during the day. Transforming this unused daytime venue into a high-energy arena.
With no construction needed, Carnival created a new adventure that keeps guests playing, whatever the weather.
The laser tag games were 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".
The original package consisted of:
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!
In summary:
By shifting from a fixed, single-use attraction to a flexible, live-action gaming model, Carnival Adventure achieved a trifecta of operational wins:
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.
Carnival Cruises' thrill-seeking program features 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.”
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
Image Source: Top Image Families Magazine.
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