Contextually changing guest messaging and experience

A system for customized amusement ride experience, the system comprising:

• a simulation vehicle configured to transit at least one passenger from a starting position to a terminating position of an amusement ride;
• a memory comprising a content database and a token database;
• a sensor configured to receive data identifying at least one token;
• and
• a processor configured to:
• receive data from the sensor identifying the at least one token;
• retrieve ride data from the token database based on the data identifying the at least one token, wherein the ride data identifies an attribute associated with the token;
• select content for delivery based on the ride data, wherein selecting content for delivery based on the ride data comprises:
• identifying delivered content;
• identifying previously provided content in the content database;
• and
• selecting content from the identified and previously provided content in the content database;
• retrieve the selected content for delivery from the content database;
• and
• provide the selected content to the at least one passenger of the simulation vehicle.