Starting with a free plot of land in the United Kingdom and few hundred thousand pounds, the player must build a profitable amusement park. Money is spent on building rides, shops, and staff, and earned through sale of entry tickets, merchandise, and refreshments. Shops available include those selling foodstuff (such as ice creams) or soft drinks, and games such as coconut shies and arcades. Their attributes can be customised, which may affect customers' behaviour: for example, affecting the flavour of foods (e.g. by altering the amount of sugar an ice cream contains) may affect customers' enticements to return.