Recently, Six Flags Entertainment Corp. (NYSE: SIX) announced a partnership with Samsung to launch virtual reality coasters at nine of its parks using Samsung Gear VR powered by Oculus. As a result, one key analyst sees this as a positive catalyst for the company, considering the growing popularity of virtual reality.
Janney Montgomery Scott believes this is a significant positive for the company because these rides are unique and it essentially allows Six Flags to add nine new coasters at a low cost.
The firm recently had the opportunity to tour Six Flags over Georgia with the park president and other park-level employees. The firm came away impressed with the new virtual reality coaster and expects that it can be an additional driver of growth. Also Janney expects future results can also be driven by higher ticket prices, more pass sales, increased attendance and in-park spending.
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In its report, Janney detailed:
We were impressed with the VR experience, especially how the theme was seamlessly integrated with the ride. While it is different, we do think it will appeal to fans of traditional roller coasters. Another positive was the substantial press these rides have received on both a national and local level. It is free marketing which could benefit early season pass sales and visitation.
However, on the downside, the firm noted that there were instances when riders struggled to adjust the headsets, which delayed the ride time. This could improve as customers and employees become more accustomed to the technology.
Janney continues to think Six Flags can add incremental season pass holders and convert single-day visitors. The firm believes the conversion opportunity could mean $62 million of incremental revenue over the next two years.
Shares of Six Flags were trading at $58.39 on Tuesday, with a consensus analyst price target of $58.61 and a 52-week trading range of $41.60 to $58.90.
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