Never heard of Immersive rides before and it looks like this could be their first product? Their site has some info on the ride system they've put together, I think it looks a bit basic but the sound of how customisable each ride experience can be could be an interesting factor. Digging a bit more into their site it looks like the Infinity system launched in 2016 at the Asian attractions expo.
Immersive Rides' founders are from multimedia/licensing backgrounds. I worked with them a few years ago on a project and some of their ideas are really cool.
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