UK media-based ride specialist Simworx has moved under common ownership with roller coaster manufacturer Intamin.
This corporate alignment, which also links the company with dark ride designer ETF Ride Systems, introduces a shared framework intended to diversify how the entities approach future international attraction projects.
Under the newly established corporate structure, Simworx Attractions Limited has acquired the complete asset portfolio of UK-based Simworx Limited. This acquisition encompasses the company’s entire product range, intellectual property, trademarks, engineering patents, and its global sales and support framework.
Operational continuity remains a core focus of the transition. Terry Monkton will remain in his position as Chief Executive Officer, leading the firm from its established headquarters in the West Midlands. The existing engineering, design, and support staff are being retained under the new entity, ensuring that the customer relationships and technical expertise built over the company’s twenty-year history remain uninterrupted.
Collaborative alignment with ETF Ride Systems
A key component of the new ownership model is the direct operational link with ETF Ride Systems, another entity operating under the Intamin umbrella. By combining Simworx’s specific background in media-based systems with the broader corporate infrastructure and global reach of Intamin and ETF, the businesses intend to accelerate their internal engineering innovation and strengthen international project delivery.
Underworld 4D, Motiongate, Dubai. Credit: Simworx
Since its inception in 2005, Simworx has completed more than 130 installations worldwide. The manufacturer’s current catalogue focuses heavily on patented technologies and dynamic motion simulation, including AGV Dark Rides, Immersive Tunnels, Pegasus Flying Theatres, and bespoke motion simulators. The decision to seek a corporate partnership was driven by an expanding global order book and a growing sales pipeline, necessitating access to a broader corporate infrastructure to meet international demand.
Executive perspectives
The leadership teams across the newly aligned companies have detailed the technical and strategic motivations behind the consolidation, pointing to mutual benefits in product development.
Terry Monkton, Chief Executive Officer of Simworx Attractions Limited, stated:
“I have long admired Intamin and have had the pleasure of collaborating with the team on a number of projects in the past. Their commitment to delivering outstanding ride systems, continuous product innovation and their extensive experience is very well known within the industry. They have been responsible for some of the world’s most iconic attractions, enjoyed by millions of people each year.
“The infrastructure and support available through Intamin and ETF Ride Systems were key drivers behind my decision to seek this partnership, which is ideal for Simworx as we enter our next stage of growth and continue delivering the next generation of immersive media attractions to clients across the globalleisure and entertainment sectors.”
Peter Kerstjens, Chief Executive Officer of ETF Ride Systems, focused on the specific potential for shared engineering within the dark ride market:
“We welcome the opportunity to work alongside Simworx. They bring a strong reputation, proven products and deep experience in immersive media-based attractions. Whilst Simworx will continue to design and manufacture its product range, given ETF’s long established experience of Dark Rides – we are looking forward to collaborating on our mutual product lines of trackbound as well as trackless Dark Rides while sharing technical expertise, and jointly creating new innovative dark ride technologies and concepts for customers around the world.”
The integration is designed to leverage the distinct engineering specialities of each manufacturer. While Simworx will maintain autonomous design and manufacturing processes for its proprietary product catalogue, the shared technical expertise with ETF Ride Systems is expected to yield new concepts for both track-bound and trackless dark rides. This collaborative engineering approach aims to provide enhanced technical backup and support to theme parks, heritage sites, and entertainment destinations globally.
