Clacton Pier is set to unveil a UK first at its Lanes Bowling Centre, which will be fully transformed with immersive new technology.
From Monday, June 8, work will begin on installing the BES NV Neoverse system, a state-of-the-art upgrade that will take around two weeks to complete.
Harry Peek, general manager of Clacton Pier, said: “This will really excite all our bowling fans with vivid, immersive and captivating equipment and a totally new experience.
“It includes a selection of high quality on-demand themes, environments and games for groups or individuals to enjoy.
“Our current system which was put in in 2011 is very intricate and mechanical and needs upgrading.
“The Neoverse product will be much more reliable and no one else will be offering this experience.”
QubicaAMF, an industry leading company, will be brought in to carry out the scheme.
The upgraded centre will feature modern bowling machines, new lane surfaces and a 16-metre interactive LED screen that responds to gameplay in real time.
The upgrade will also include an LED 16 metre screen which can be customised and a self-service kiosk, with new seating planned for a later phase.
Mr Peek said the new system marks the pier’s biggest investment since Jurassic Pier launched three years ago.
He said: “It is another step in bringing in the very best standard of attraction as we are doing elsewhere, such as in the Boardwalk Bar, with our augmented reality darts system.
“We are looking at a totally immersive universe of engaging content, lighting, and sound elements with scoring system technology.”
Mr Peek said the pier has a long-standing relationship with QubicaAMF, which installed the original Lanes Bowling Centre 15 years ago.
He added: “We hope that our existing regular bowling guests will love the changes.”