When Gaming Worlds Collide: How ‘Arc Raiders’ is Boosting a Real Italian Hotel
A remote Italian hotel, Hotel Stella Montis, is experiencing an unexpected surge in attention – and five-star reviews – thanks to its namesake appearing as a key location in the popular video game, Arc Raiders. This isn’t a typical marketing campaign; it’s a player-driven phenomenon that highlights the growing intersection between the digital and physical worlds.
The ‘Arc Raiders’ Effect: A Review Bombing of Positivity
Arc Raiders, a PvPvE shooter developed by Embark Studios, features Stella Montis as an “isolated research facility” and a last bastion of humanity. Players, recognizing the name, began flooding the real-life Hotel Stella Montis in northern Italy with glowing reviews. These aren’t standard hotel appraisals; they’re filled with in-game references.
One reviewer playfully mentioned acquiring a “Tempest plan” from the hotel’s cafeteria, although another warned of “shredders” (enemies in the game) and the potential for encountering “rats in the lobby.” A review even advised potential guests to “be friendly to other guests,” echoing in-game instructions. The hotel’s rating has risen as a result of this influx of gamer enthusiasm.
Beyond the Game: The Rise of ‘IRL’ (In Real Life) Tourism
This event isn’t isolated. It’s part of a growing trend where video game locations inspire real-world tourism. Players are actively seeking out places that mirror or inspire in-game environments. This phenomenon, often dubbed “IRL tourism,” demonstrates the powerful emotional connection gamers have with virtual worlds.
The Stella Montis case is unique in its organic nature. Unlike sponsored location reveals or game-themed events, this was entirely driven by players discovering the connection and sharing it within their community. It started on the /r/ArcRaiders subreddit and quickly spread.
The Potential for Hotels and Destinations
What does this mean for the hospitality industry? Hotels and destinations that share names or resemble locations in popular games could see a similar boost in visibility and bookings. However, it also presents a challenge: managing expectations. Guests arriving at Hotel Stella Montis expecting a high-tech research facility might be disappointed.
Destinations could proactively leverage this trend by embracing their connection to gaming culture. This could involve themed packages, in-game collaborations, or simply acknowledging the connection in their marketing materials.
The Future of Gaming and Travel
The intersection of gaming and travel is likely to grow more pronounced. As virtual reality (VR) and augmented reality (AR) technologies advance, the lines between the digital and physical worlds will continue to blur. We may see more immersive gaming experiences that directly impact travel decisions.
Imagine AR apps that overlay game elements onto real-world locations, or VR experiences that allow potential tourists to “visit” a destination before booking a trip. The possibilities are vast.
FAQ
Q: Is Hotel Stella Montis actually a research facility?
A: No, it is a four-star hotel located in northern Italy.
Q: What is Arc Raiders?
A: It’s a PvPvE shooter game developed by Embark Studios.
Q: Is this a marketing stunt?
A: No, the surge in reviews is entirely player-driven.
Q: Could other hotels benefit from gaming connections?
A: Yes, hotels with names or locations similar to those in popular games could see increased interest.
Did you know? The Stella Montis in Arc Raiders is described as being located amongst snowy peaks, mirroring the real hotel’s mountainous surroundings.
Pro Tip: If you’re a hotel owner, research popular games and see if your location has any connections. A little acknowledgement can go a long way!
Interested in learning more about the evolving relationship between technology and travel? Explore our other articles on digital tourism.
