Detmold, July 2026 – purematic, a provider of intelligent visitor management and analytics solutions for the leisure industry, and the international theme park group Parques Reunidos have entered into a long-term strategic partnership. As part of the collaboration, purematic’s solutions will initially be implemented at Movie Park Germany, Parque Warner Madrid and Bobbejaanland, with additional deployments across the group planned for the future.
The partnership focuses on accurate wait time monitoring and intelligent crowd management powered by real-time data. purematic’s solutions provide park operators with continuous, up-to-date insights into visitor flows and attraction utilization. This enables faster operational decision-making, more efficient resource allocation and a significantly enhanced guest experience.
A key component of the project is the seamless integration of purematic’s technology into Parques Reunidos’ existing digital ecosystem. Through integrations with accesso and Commandcentr, data collected by purematic will be made immediately available within the company’s established operational systems. This allows staff to continue working within familiar platforms and processes while benefiting from additional real-time insights. The result is more efficient operations, optimized visitor flow management and an improved overall guest experience.
“For international theme park operators, the ability to integrate new technologies seamlessly into existing operational processes is essential,” said Werner Dullmaier, Director of Global Business Development & Strategy at purematic. “This is one of the greatest strengths of our platform. We don’t just provide highly accurate real-time data on wait times and visitor flows – we integrate that information directly into our customers’ and partners’ existing systems. This creates immediately actionable insights that simplify day-to-day operations while noticeably enhancing the guest experience. Our partnership with Parques Reunidos represents an important milestone in our international growth strategy.”
Parques Reunidos also emphasizes the value the partnership brings to both guests and operations.
“Our goal is to provide every guest with an outstanding visitor experience while equipping our teams with the best possible tools for day-to-day operations,” said Brad Loxley, Chief Operating Officer of Parques Reunidos. “purematic’s solutions complement our existing technology landscape perfectly and provide valuable real-time information to support informed operational decisions. We look forward to this long-term partnership and to jointly advancing intelligent visitor management solutions.”
With implementations at multiple European locations, purematic continues to expand its international presence and reinforces its position as a strategic technology partner supporting leading leisure park operators in the digital transformation of their operations.
About Parques Reunidos
Parques Reunidos is one of Europe’s leading leisure and entertainment operators, with more than 50 years of experience creating memorable experiences for millions of guests each year. Through a diverse portfolio of parks and attractions across Europe, the Group combines world-class entertainment, operational excellence, and a strong commitment to safety, sustainability, and innovation.
The company operates a broad range of leisure destinations, including theme parks, water parks, animal parks, family entertainment centers, and resort accommodations. Beyond providing exceptional guest experiences, Parques Reunidos contributes to the economic, cultural, and tourism vitality of the communities it serves, supporting employment, attracting visitors, and helping destinations strengthen their appeal for residents and tourists alike.
With a long-standing track record of managing and developing leisure destinations, Parques Reunidos continues to invest in attractions, entertainment, guest experiences, and sustainable operations that create long-term value for visitors, communities, partners, and public stakeholders.
About purematic
purematic is an innovative provider of software solutions for the leisure industry, specializing in intelligent visitor management, data analytics and digital signage. By leveraging state-of-the-art technologies – including artificial intelligence – the company helps theme parks, water parks, zoos, and attractions transform complex data into actionable insights. This enables operators to make informed decisions, optimize processes, and sustainably improve the guest experience. Operating with a flexible, distributed organizational structure, purematic serves customers throughout Europe.
Further information can be found at: www.purematic.com