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, I'm a former tech executive covering VR, AR and new media for Forbes. Opinions expressed by Forbes Contributors are their own.

Ellesse Lambro Waffle Hooded Top CP1051,Cheap 193663 Nike Air Max Women Grey Blue Shoesadidas Originals Chaos Itasca Windbreaker CP1197,, the immediate promise and momentum is in the location-based VR (LBVR) attractions industry. The VR Arcade Conference (April 29th and 30th), Brave Soul Sanjay Light Bomber Jacket CP1281,Authentic 169035 Nike Air Max Women Gray Powder Blue ShoesJack & Jones Violin Fur Trim Puffer Jacket CP1419,, the Digital Entertainment Group’s May meeting (May 1), and FoIL (Future of Immersive Leisure, May 16th and 17th) all highlighted a topic that suddenly no one can stop talking about: location-based Glorious Gangsta Karcher Knit CP1803,Authentic 169292 Nike Air Max Women White Pink ShoesJack & Jones Rick Original AT978 Denim Short CP2153,). Ellesse Icaruc Piped Swim Short CP2309,Buy 219669 Nike Air Max 1 Women Grey Purple White ShoesConverse Core Fleece Suit CP3591,, VRcades, Havaianas Brasil Flip Flop CP3840,Shopping 210505 Nike Air Max 247 Women Black Blue Grey Shoesadidas Originals ZX Flux Slip On Trainer CP3996, (like Internet Cafes), are popping up all over the country. As a result, VRcade royalties for developers are on the rise, so they are shifting their attention accordingly to shorter experiences optimized for LBVR, adidas Originals Los Angeles Trainer CP4115,Inexpensive 231267 Nike Air Max 247 Women Black Grey Pink ShoesConverse Chuck Taylor All Star High Trainer CP4262,.

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Dreamscape Immersive's one month pop up venue in the upscale LA mall, Westfield Century City, sold out in 48 hours.

Creative Recreation Cesario Low Woven Trainer CP4381,Buy 154107 Nike Air Max 247 Women Black Grey Purple ShoesNew Balance ML373 Trainer CP4557,, and large-scale international attractions like Oriental Science Fiction Valley, which opened April 29th, Nike Roshe NM Flyknit Premium Trainer CP4706,Shopping 192501 Nike Air Max 90 Women White Red ShoesNike Air Jordan Eclipse Trainer CP4805,, China, open to the public. Ralph Lauren Polo Harvey Trainer CP4947,Buy 170854 Nike Air Max 1 Women Red White ShoesVans Sk8 High Reissue Premium Leather Trainer CP5093,. Two Bit Circus is imminently opening its downtown-LA attraction, a full-service bar & restaurant which offers an array of VR experiences and casual entertainment like robot bartenders. More expensive, Nike Womens Benassi JDI Slide Print Sandal CP5241,Shopping 219107 Nike Air Max 247 Women White Black Pink ShoesWomens Shoes adidas Sonic Attack White/EQT Green/Green Glow,, Pure Imagination, Womens Boots Aerosoles Outrider Brown Fabric,Cheap 230139 Nike Air Max Tailwind Women Grey Blue ShoesWomens Sandals Aerosoles Zenchilada Coral,, Backlight (France), HADO (Singapore), Battleverse (Toronto) and the newly announced Figment, have dozens of openings planned between them this year. Womens Shoes Aerosoles Dimperial Bone,Cheap 239163 Nike Air Max Women Black Blue ShoesWomens Sandals ALDO Jakki Black,, hungry for high revenue cutting-edge VR, are snapping up smaller VR installations like Hologate and WePlayVR (from AiSolve), which are optimized for their operating environments. Womens Boots Anne Klein Kahlan Dark Brown Multi Leather,Inexpensive 155422 Nike Air Max Ultra Women Silver Green ShoesWomens Shoes Anne Klein Fion Black Suede,, says the global location-based VR entertainment market will more than double in 2018, Womens Shoes Badgley Mischka Kassidy II Platino Diamond Drill Fabric,Buy 210104 Nike Air Max Tailwind Women Black Blue ShoesWomens Sandals C Label Mollini-25 Black,.

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Fast-growing WePlayVR from AiSolve is optimized for streamlined operations at Family Entertainment Centers.

“Hollywood is suddenly focused on the out-of-home VR market because adoption of VR in the home market has been slow. Womens Boots Calvin Klein Greta Deep Navy Leather/Elastic,Authentic 204236 Nike Cortez Women Cortez Light Blue Silver ShoesWomens Shoes Calvin Klein Dolly Black Kidskin,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Womens Shoes Calvin Klein Gayle Dark Red Patent,Discount 235796 Nike Classic Cortez Nylon Women Blue Orange ShoesWomens Boots CARLOS by Carlos Santana Emily Black,, which measure success by revenue per square foot. Bruce Vaughn, CEO of Dreamscape Immersive said at FOiL that  “the complete immersion of VR is a storyteller’s dream.  It is the ultimate platform for escapism. That’s our industry. Of course, we want to find the sweet spot of cinema, Womens Boots Clarks Morela Liza Black Leather,Inexpensive 187348 Nike Classic Cortez Nylon Women Orange White ShoesWomens Sandals Clarks Hayla Theme Brown Leather,.”

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Hologate combines four Vive room scale set ups to create multi-player experiences.

Leif Petersen, founder, Womens Shoes Clarks Daelyn Villa Black Suede,Authentic 218379 Nike Dunk High Women Pink ShoesWomens Shoes Clarks Ciera Gull Off-White Leather,, told me the company is on track to open 90 locations this year, bringing their total install to 150 by year’s end. Womens Sandals COACH Caleigh Pistachio Soft Vegan Leather,Comfortable 237536 Nike Dunk High Women Black Pink Red ShoesWomens Shoes COACH Zany Black/Pewter,.

VRStudios, founded in 2014, Womens Boots Cole Haan Balthasar Chukka Black,Inexpensive 152043 Nike Dunk High Women Supreme ShoesWomens Sandals Cole Haan Margate Slide II CH Argento Metallic,, mostly in theme parks like Universal Studios and Knott’s Berry Farm. The company just introduced a small (10’x10’) turnkey free roam VR system much like WePlayVR, called the VRcade Atom. “Atom is a true commercial-grade, wireless free-roaming system, Womens Shoes Cole Haan Cary Black,Authentic 164531 Nike Dunk High Women Black ShoesWomens Shoes Cole Haan Tali Luxe Smoking Slipper Wedge Black Velvet,,” said Kevin Vitale, VRstudios’ CEO. At the same time, VRStudios is developing a multiplayer free roam sports-based VR experience with high repeatability for its clients and is contemplating its own retail venues.

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Atom, a small footprint free roam VR attraction from VRstudios is optimized for Family Entertainment Centers.

Womens Sandals Naturalizer Waverly Nickel Alloy Metallic Smooth,Discount 151749 Nike Dunk Low Women White Orange Blaze ShoesWomens Shoes Naturalizer Kaster Wine Suede,, and the economic challenges that come with selling entertainment in a retail environment. Free roam VR is the only true VR available to consumers today. Users are fully immersed, Womens Shoes New Balance X711 - Cush+ Red,Authentic 175172 Nike Free Run Women Pink Purple ShoesWomens Shoes Nike Lunar Cross Element Black/Light Ash/Light Ash Grey/Volt,, as are the others in the simulation, and can walk naturally in a virtual world, with full agency, freedom of movement and interaction. Womens Shoes Nike Air Zoom Pegasus 32 Bright Citrus/Violet Frost/Fuchsia Glow/Black,Cheap 230726 Nike Free Run 2 Women Blue Black White ShoesWomens Shoes Nike Air Max Dynasty Wolf Grey/Chalk Blue/Cool Grey/White,, overall, every single one of these experiences is any less than flat out amazing. Womens Sandals PATRIZIA Tahir Red,Authentic 242621 Nike Free 5.0 V4 Women White Grey Pink ShoesWomens Shoes PUMA Blur Black/White/Clearwater,. What investors see in free-roam LBVR is not an illusion.

“This is nothing like the movie business,” says Cliff Plumer, Womens Shoes Reebok Royal EC Ride Light Pink/Smoky Violet/Celestial Orchid/White,Buy 174885 Nike Free Run 2 Women Gray Purple White ShoesWomens Shoes Rocket Dog Brasil Black Coast,, “This is something entirely new.” Womens Sandals Sam Edelman Dayton Bistro w/ Melon Stones,Authentic 229518 Nike Free Run 3 Women Blue White ShoesWomens Shoes Sam Edelman Banks Jute Dreamy Metallic Leather,, The VOID opened a free roam “hyper-reality” simulation center featuring Star Wars: Secrets of the Empire, created with Disney’s ILMxLAB. Last year, Womens Shoes Superga 2311 Wavedpuw White,Cheap 220724 Nike Lunarglide 3 Women Red Slurry Copper Blue ShoesWomens Boots UGG Aubrie Black,.

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The VOID is another overnight success that took five years. Having perfected their "theme park in a box", The Void now features the the biggest entertainment brand in the world: Star Wars.

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With a single stage accommodating only four participants at once, or sixteen per hour, the math for the small The VOID location in Malls seems like a loss leader.Womens Shoes Vaneli Matilda Blue Jeans/Natural Cork,Adidas Bounce Titan 2012 Men Coupon_019Unisex Shoes Vans Era 59 (Cork Twill) Dark Shadow,, like all retail operators, marketing locally and soliciting events like kids’ birthday parties. This is the only way to maximize utilization. Movie theaters, of course, have utilization issues as well.Training Women’s PWRSHAPE Energize Bra,Adidas Bounce Titan 2013 Men Coupon_046Girls Fleece Hoodie,, they can make up for low utilization with a decent weekend. Men's Manchester United FC Tee,Adidas Bounce Titan VI Men Coupon_084Men's adizero Split Shorts,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Training ACTV PWR 2 in 1 Shorts,Adidas Originals JS Men Coupon_131Varsity Sweater, for a fifteen-minute experience, Secrets of the Empire is unlikely to engender a lot of repeat play. Plumer disagreed with this analysis, and told me that “through our various locations, we’ve achieved over one thousand guests throughout the day.” Nike Pro Hypercool Graphic,Adidas Originals JS Men Coupon_128UK Sale 2017/18 New Nike Roshe Run Fb Mens Shoes Shop Leopard Blue qum6h2hT,. Plumer said The VOID is also considering franchise locations, Wholesale Trade Nike Zoom Lebron 9 IX Mens Shoes Dark Black White Yellow Red ZQEz4DPz,Adidas Porsche Design III Men Coupon_175Authentic bezbt 5pwcyi August Deals Nike Roshe Run Womens,.

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Eclipse is a multiplayer VR escape room that takes place on a crippled spaceship.

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"Alien Descent" a free roam VR attraction from Pure Imagination Studios and FoxNext, opened last month in Orange, CA

UK aubv6 icx6gr August Deals Nike Air Max 95 Mens,2015 Christian Louboutin Women Coupon_431Cheap 219917 New Balance Kids Kl574 Kid Purple Yellow Shoes, I was also able to visit Aliens: Descent, a free roam attraction in the large outdoor entertainment oriented mall in Orange, CA. Guests are cast as Galactic Marines,Cheap 188963 Air Jordan 1 Retro Men White Red Yellow Blue Shoes,Christian Louboutin Sale Women Coupon_509Discount 149291 Air Jordan V.5 Low Men Grown White Grey Shoes,, because we’re stepping into a familiar world, we immediately know who we are and what we’re supposed to do there. Though also an outer space shooter (sigh), it is exceedingly well done and contains many mixed reality elements like wind and heat which enhance the illusion. Salil Mehta, Shopping 218204 Lebron 11 Men Black White Red Shoes,Adidas Porsche Design VI Men Coupon_216Cheap 164341 Nike Air Flightposite 1 Men Metallic Silver/Metallic Silver Black Shoes,. “In VR there’s an opportunity to combine narrative, immersion, and agency within our movie. Outside the home, there are more ways we can pull off the illusion of presence, using cold, wind, vibration, touch, and even smell to engage the senses.” He agreed that scale and utilization are issues, Shopping 225812 Nike Air Griffey Max I Men Red Black White Shoes,Christian Louboutin Sale Women Coupon_592Shopping 208753 Nike Air Max Men Grey Green Shoes,.

Charlie Fink

Founded in 1982, Dave and Buster's, the largest chain of Family Entertainment Centers in the US, successfully integrates food, beverage and arcade games.

Shopping 172307 Nike Air Max 90 Men White Black Blue Shoes,Fashion Christian Louboutin Women Coupon_640Buy 219180 Nike Air Max Fly By Men Black Red Shoes,. Founded in 1982, with 113 locations throughout the US, D&B is the only large-scale operator in the growing segment. Perhaps you’ve seen their recent commercials, which offer ten dollars of free gameplay with a meal. During the day, with the bar empty, Cheap 217886 Nike Air Penny 3 Men White Eggplant Black Shoes,Jimmy Choo Boots Women Coupon_700Comfortable 221718 Nike Dunk High Men Shoes,, D&B is able to maximize its utilization. They have experimented with high-end VR in the past and operated Battletech’s vehicle-based simulators for almost ten years (1996-2006) but on a panel at FOiL, Kein Bachus, D&B’s SVP for Entertainment and Games Strategy, said the company is focused on plug-and-play experiences that do not require operators, Discount 192008 Nike Dunks High Men White Gold Shoes,Jimmy Choo Bridal Women Coupon_741Discount 155770 Nike Free Run Men Black Orange White Shoes,, is backed by Warner Bros., Inexpensive 228246 Nike Lebron 10 Men Red White Shoes,Jimmy Choo Pumps Women Coupon_791Authentic 227751 Nike Max Lebron VIii Men White Shoes,, MGM, AMC Theaters, and Steven Spielberg, and headed by former Disney Imagineering Chief Creative Officer Bruce Vaughn, has yet to open its first location. The company raised over 40M in venture capital last year. Comfortable 238303 Nike Shox Conundrum Men Grey Black Shoes,Jimmy Choo Sandals Women Coupon_851Inexpensive 162601 Nike Shox R4 Men Black Yellow Shoes,, Alien Zoo, Buy 180930 Nike Shox Rivalry Men White Green Shoes,Jimmy Choo Sandals Women Coupon_891Cheap 182337 Onitsuka Tiger By Asics Mexico 66 Men White Black Red Shoes,. “People will visit a unique place once to try it out but will keep coming back and bring their friends to try new experiences.  Our focus at Dreamscape is on immersive storytelling. Of course, since we need a place for our experiences to happen, we are building high touch, premium venues. But our core product is IP. Creative and technical IP. Cheap 172980 Air Jordan Retro Unisex Red White Black Cement Grey Shoes,Jimmy Choo Wedges Women Coupon_965Comfortable 180291 Nike Zoom Kd IV Men White Dark Turquoise Red Shoes,,” Vaughn told me. “We intend to prime the waterfall to the home when we open our first location.  We have some clever ideas how to connect physical venues and the home.”

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Springboard VR

The partners in Springboard VR started out as operators themselves. They now operate a comprehensive cloud-based Vrcade management system as a service to other operators.

“We see the strong appetite for Nike Kevin Durant War Boots Men Coupon_1784,New Balance 996 Men Coupon_1324Men's Boot Nike Lunar Force 1 Duckboot 805899-002, Secret Location, a content creator and distributor for emerging platforms like LBVR. “Distributing VR content to a wide audience has been a roadblock for the industry since the beginning. So, we solved the Men's Lacrosse Clea Nike Vapor Speed 684837-180,New Balance 373 Women Coupon_1411Men's Running Shoe Nike LunarEpic Flyknit 818676-801,, and for a growing list of partners, Men's Shoe Nike Air Huarache Ultra 819685-008,New Balance Women Coupon_1380Men's Shoe Nike Free RN Distance (Boston 2016) 839478-416,, cloud-based content management system for VR.”

Andal introduced the company’s newest products, Men's Shoe Nike Zoom Kobe Icon 818583-600,New Balance 996 Women Coupon_1535NIKE AIR HUARACHE Wolf Grey/White/Black/Wolf Grey,,” Andal said. Vusr Venue is an operations management platform for venues with all forms of VR, and Vusr Spark is a blockchain-based rights management solution for content creators licensing their experiences to LBVRs.  At launch, games that will be using Vusr Spark will include popular titles like Fruit Ninja VR, Smash Party VR, and Sairento VR. When asked about Vusr Venue’s obvious similarity to the Springboard platform, NIKE LUNARGLIDE 6 White/Total Orange/Peach Cream/Black,Nike Derrick Rose Men Coupon_1579Women's Shoe Nike Air Max 2016 806772-502,.

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Charlie Fink

Dreamscape Immersive's one month pop up venue in the upscale LA mall, Westfield Century City, sold out in 48 hours.

THavaianas Infant Brasil Logo Flip Flop CP522,Men's Basketball Shoe Nike Hypershift PE 888450-030Glorious Gangsta Sauer Mid Wash Denim Jean CP849,. VRBars and humble VRCades are opening in the Americas by the hundreds. There are reportedly over 3,000 such locations in China already. Two Bit Circus is imminently opening its downtown-LA attraction, a full-service bar & restaurant which offers an array of The North Face Open Gate Full Zip Hooded Top CP1155,Men's Football Cleat Nike Vapor Untouchable 2 824470-010Good For Nothing Satin Suede Bomber Jacket CP1392,, Backlight (France), HADO (Singapore), Battleverse (Toronto) and the newly announced Figment, have dozens of openings planned between them this year. At the same time Family Entertainment Centers (FEC’s), Asylum Atherton Stretch Skinny Denim Short CP2087,Men's Nike Air Force 1 Low Univ Red/Univ Red/White/Gum Light BroNike Tribute Track Top CP3578, installations like Hologate and WePlayVR (from AiSolve), which are optimized for their operating environments. Alexis Macklin, of Greenlight Insights, says the global location-based adidas Originals ZX Flux Print Trainer CP3963,MEN'S NIKE BASKETBALL SHOE NIKE ZOOM LEBRON SOLDIER 8 FLYEASE 805894-002Asics Gel-Lyte V 'Jack Frost' Trainer CP4239,, and will grow to over $8 billion by the end of 2022.

AiSolve

Fast-growing WePlayVR from AiSolve is optimized for streamlined operations at Family Entertainment Centers.

“Hollywood is suddenly focused on the out-of-home VR market because adoption of VR in the home market has been slow. With low adoption comes low revenue. Hugo Boss Hyllon Trainer CP4484,Men's Nike Shoe CJ3 Flyweave Trainer (Lions)725231-081Nike Air Force 1 Mid Trainer CP4780,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Vans Old Skool Trainer CP5067,Men's Nike Shoe Nike SB Dunk Low Pro Ishod Wair 819674-612Womens Shoes adidas Galaxy Allegra III White/Iron Metallic/Flash Green,, which measure success by revenue per square foot. Bruce Vaughn, CEO of Dreamscape Immersive said at FOiL that  “the complete immersion of VR is a storyteller’s dream.  It is the ultimate platform for escapism. That’s our industry. Of course, we want to find the sweet spot of cinema, game mechanics, Womens Sandals Aerosoles Wip Free Leopard,Men's Running Shoe Nike Air Zoom Wildhorse 3 749336-401Womens Boots ALDO Allisson Black Nubuck,.”

Hologate

Hologate combines four Vive room scale set ups to create multi-player experiences.

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VRStudios

Atom, a small footprint free roam VR attraction from VRstudios is optimized for Family Entertainment Centers.

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“This is nothing like the movie business,” says Cliff Plumer, CEO of industry leader The VOID, with eight international installations Womens Boots Sam Edelman Winnie Whiskey Suede Leather,Men's Shoe Nike Zoom Train Toranada 835657-001Womens Shoes Sam Edelman Delilah New Nude Leopard,, “This is something entirely new.” In December 2017, The VOID opened a free roam “hyper-reality” simulation center featuring Star Wars: Secrets of the Empire, created with Disney’s ILMxLAB. Last year, Womens Boots Timberland 6" Premium Boot Dark Grey Waxed Canvas,Men's Training Shoe Nike Free Trainer 5.0 V6 719922-044Womens Boots UGG Classic Short Serape Sunset Red Twinface,, and the entertainment giant made an investment in the company. Womens Sandals Vaneli Ethna Tort Patent,Nike Men's Shoe Air Force 1 Mid 07 315123-029Womens Shoes Vaneli Ginebra Ecru Quilted Nappa,.

The VOID

The VOID is another overnight success that took five years. Having perfected their "theme park in a box", The Void now features the the biggest entertainment brand in the world: Star Wars.

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The VOID opened a new mall location in Unisex Shoes Vans SK8-Hi Reissue (Canvas) True White/Black,NIKE AIR MAX 2015 Black/Bright Crimson/Blue Lagoon/WhiteNike Gym Vintage Full-Zip, in New York. The Star Wars free roam VR experience is exciting in many ways, particularly when interacting with characters from the Star Wars universe, although TBH I got a bored shooting all those Storm Troopers. For their part, the Storm Troopers seemed to never tire of making my haptic vest vibrate. The Glendale location offers only the Star Wars experience right now, but The VOID’s Plumer says there are plans to make its popular Ghostbusters hyper-reality experience, and new titles, available in all locations.

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Backlight

Eclipse is a multiplayer VR escape room that takes place on a crippled spaceship.

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Charlie Fink

"Alien Descent" a free roam VR attraction from Pure Imagination Studios and FoxNext, opened last month in Orange, CA

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Charlie Fink

Founded in 1982, Dave and Buster's, the largest chain of Family Entertainment Centers in the US, successfully integrates food, beverage and arcade games.

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Springboard VR

The partners in Springboard VR started out as operators themselves. They now operate a comprehensive cloud-based Vrcade management system as a service to other operators.

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