Disney fans, brace yourselves—another major shift is coming to Walt Disney World. The former NBA Experience at Disney Springs, once the home of the beloved DisneyQuest, will soon be taken over by Level99, an immersive social gaming attraction. But this latest addition raises a pressing question: Is Disney still prioritizing families, or is this yet another step toward catering to the rowdy, drinking adult crowd that’s become more common at places like EPCOT?
From DisneyQuest to Level99: A Major Shift in Priorities?
For those who remember DisneyQuest, the now-defunct indoor interactive theme park, it was a haven for families—a multi-level arcade packed with imaginative games and attractions. It was pure Disney magic, designed with kids and families in mind. When DisneyQuest closed its doors in 2017, there was hope that something equally family-friendly would rise in its place. Instead, we got the NBA Experience, which struggled to find its footing before closing permanently during the global health crisis.
The exterior of Disney Quest – Photo Credit: Neil Thompson, CC BY-SA 2.0 <https://creativecommons.org/licenses/by-sa/2.0>, via Wikimedia Commons
Now, with Level99 moving in, Disney seems to be doubling down on the trend of bringing in third-party, non-Disney experiences to its flagship resort. Level99’s announcement sounds exciting—over 60 challenge rooms, arena duels, and an interactive art hunt, all spread across a massive two-story, 45,000-square-foot venue. But is this truly an experience for families, or is it another adult-oriented hangout spot masked as “all-ages” entertainment?
What Is Level99? And Who Is It Really For?
Level99 markets itself as an “immersive social entertainment” destination, where groups of 2-6 people tackle physical and mental challenges together. Think escape rooms meet physical fitness and gaming—all in one. Teams work through replayable, high-energy challenges that test teamwork, problem-solving, and agility. It sounds fun, but let’s take a closer look.
The Disney Springs location will also feature a full-service restaurant and a two-story bar, serving craft beers, cocktails, and award-winning Detroit-style pizza. That’s right—another Disney venue focused heavily on adult beverages. While there’s nothing wrong with adults enjoying a drink, Disney’s parks and properties were once known for being sanctuaries where families could enjoy time together without the ever-present bar scene.
The bar area at a Level99 Location – YouTube, Level99
Disney even once went as far as to close its popular Pleasure Island entertainment center in Disney Springs, then called Downtown Disney, because the bar-focused nightclub atmosphere clashed with its family-friendly image. But in recent years, we’ve seen Disney shying away from families in favor of Dual Income No Kids adults, with alcohol even making its way into Magic Kingdom, which was a “dry” park for decades.
With this move, Disney seems to be continuing the shift we’ve seen at EPCOT, where festivals and events have gradually become more about drinking than Disney. Is Level99 just another extension of that? Will this be a spot for families to bond and play together, or will it become a new hotspot for groups of overly enthusiastic adults looking for a fun challenge before heading to more bars?
Family Fun or Adult Playground?
Disney has always been about creating magical experiences that bring families closer together. But lately, there’s been a growing disconnect between that vision and the reality on the ground. Level99’s concept, while intriguing, seems tailored more toward competitive young adults than families with children.
Even the design raises concerns—challenge rooms that test agility and mental stamina sound great for teens and adults, but what about younger kids? Will families with little ones feel excluded from the fun? Or worse, will they feel out of place in an environment where the focus seems as much on the craft cocktails as on the challenges?
Two adults in a challenge room at a Level99 location – YouTube, Level99
And let’s not forget the cultural shift happening at Disney Springs itself. Once positioned as a family-friendly shopping and dining destination, Disney Springs has increasingly become a nightlife hub once again. With bars on nearly every corner and more adult-centric experiences popping up, is Disney Springs still the place where families can spend a wholesome day together?
A Missed Opportunity for Disney Magic
What makes this Level99 Disney Springs situation more disheartening is the missed opportunity to bring back something uniquely Disney. DisneyQuest, despite its dated technology, had that special spark—an immersive, interactive playground filled with Disney storytelling and magic. With Level99, Disney has handed over prime real estate to a third-party company with zero Disney theming or connection.
Sure, Level99 may bring in crowds and create buzz, but is it really in line with Walt Disney’s original vision? Families are the heart and soul of Disney’s brand, and it’s concerning to see the company continue to drift away from that core audience.
Cinderella Castle in Walt Disney World at Magic Kingdom during a clear Orlando day – Photo Credit: M. Montanaro
As Level99 gears up to open its doors at Disney Springs, we can’t help but wonder: Is this the kind of experience that families visiting Walt Disney World are hoping for? Or is it just another step in Disney’s slow but steady shift toward attracting older, more adult-oriented crowds?
Disney fans deserve more than just another high-energy adult playground with a bar attached. They deserve the magic, imagination, and family-first experiences that made Disney the iconic brand it is today. Let’s hope the powers that be remember that before it’s too late.
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I have to wonder how hard it would be to upload those old DisneyQuest games onto VR goggles of the modern era. Sure, it’d be dated, but look at how people still play NES games on Nintendo Switch Online.
Hopefully they save the code.
This move makes no sense. Legally Disney *can’t* market it as “all ages” unless the booze is limited to a specific bar area. Then it won’t appeal to people who want to drink and game at the same time, which seems to be the major draw. Also if you’ve been in any “arcade” lately, they don’t have actual games anymore. They’re all VR racing games, claw machines, or shooter games using badly dated graphics.