Pomvom signs five-year agreement for 15 amusement parks

Pomvom signed a five-year agreement with Merlin Entertainments to operate its AI-powered souvenir photography technology in 15 of its amusement parks and attractions in the U.S. and Europe, according to CTech. The deal is set to earn Israel-based Pomvom an estimated $75-$100 million at sites including Madame Tussauds, London Eye, and Legoland. The 15 sites attracted a total of 25-30 million visitors in pre-pandemic times; it is estimated between 6%-8% of visitors will use Pomvom’s services during their visit.

Pomvom’s AI image recognition technology enables site operators in the entertainment and attractions industry to provide guests with the chance to capture images that would have previously been impossible, and view and order content from a personalized digital album through the attraction’s app. Users upload a selfie and receive content captured of them in real-time.

Pomvom was founded in 2015 by Yehuda Minkovicz and Shmuel Assa and completed its IPO on the Tel Aviv Stock Exchange at a valuation of NIS 135 million (approximately $41 million) in March.

CTech reported Pomvom had a previous partnership with Merlin, but the deals were only made per site and for a maximum of three years. This is the first time that Merlin has signed a deal encompassing so many of its parks and for such an extended period.