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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.

Vans SK8-Hi Trainer CP5086,Nike Kobe Bryant Men Coupon_1809Gandys Womens Original Flip Flop CP5221,, the immediate promise and momentum is in the location-based VR (LBVR) attractions industry. The VR Arcade Conference (April 29th and 30th), Womens Shoes adidas Cloudfoam VS City Grey/White/Frozen Yellow,Nike Kevin Durant Men Coupon_1733Womens Shoes adidas Outdoor AX2 Cardboard/Black/Brown Oxide,, 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 Womens Sandals Aerosoles Wip Free Leopard,Nike Kobe Bryant Men Coupon_1799Womens Shoes Aerosoles Softball Bronze Metallic,). Womens Boots ALDO Yolandah Black Leather,Nike Kevin Durant Men Coupon_1726Womens Shoes ALDO Kenasa Black,, VRcades, Womens Sandals Anne Klein Evonne White,Nike Kevin Durant War Boots Men Coupon_1767Womens Shoes Anne Klein Able Purple, (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, Womens Shoes Badgley Mischka Thora White Satin,Nike Kobe Bryant Men Coupon_1823Womens Sandals C Label Dashia-11 Orange,.

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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.

Womens Boots Calvin Klein Raylyn Brass,Nike Kobe Bryant Men Coupon_1804Womens Sandals Calvin Klein Udela Rose Gold/Sand Gold Leather,, and large-scale international attractions like Oriental Science Fiction Valley, which opened April 29th, Womens Shoes Calvin Klein Shanti Platinum White/Sand Gold Nappa,Nike Kobe Bryant Men Coupon_1837Womens Shoes Calvin Klein Calida Dark Red Kid Suede/Patent,, China, open to the public. Womens Sandals CARLOS by Carlos Santana Benita Black,Nike Kobe Bryant Men Coupon_1827Womens Boots Clarks Pita Sedona Black Leather,. 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, Womens Sandals Clarks InMotion Sail Denim,Nike Kobe Bryant Men Coupon_1842Womens Shoes Clarks Tempt Appeal Nude,, Pure Imagination, Womens Shoes Clarks Penwick Mezza Black Nubuck,LEBRON 12 AS White/Black/Multi-ColorWomens Boots COACH Genie Saddle Burnish Calf,, Backlight (France), HADO (Singapore), Battleverse (Toronto) and the newly announced Figment, have dozens of openings planned between them this year. Womens Shoes COACH Rory Black Studded Soft Milled Leather,Converse Chuck II Waterproof Thermo Unisex Boot 155331C-001Womens Shoes COACH Noella Moss/Black Silk Nappa/Box Calf,, 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 Cole Haan Tioga Bootie II Chestnut Leather,LEBRON 12 Hyper Turquoise/Metallic Cool Grey/Hyper Crimson/BlackWomens Shoes Cole Haan Bowie Slip On Sneaker Zebra Print Haircalf/Black Suede,, says the global location-based VR entertainment market will more than double in 2018, Womens Shoes Cole Haan Zerogrand Stage Door Ballet Gunmetal Dot Print,Men's Artificial-Grass Soccer Cleat Nike Tiempo Legend VI AG-R 819712-010Womens Boots ECCO Sculptured 75 Ankle Boot Black Old West,.

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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 Shoes ECCO Sky Slip-on Black Leather,Men's Basketball Shoe Jordan Rising High 2 844065-007Womens Shoes Ecco Performance Ulterro Lo GTX Warm Grey/Sage/Ice Flower,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Womens Shoes GUESS Margoo Black Suede,Men's Baseball Cleat Nike Zoom Trout 3 Turf 844628-003Womens Boots Naturalizer Balada Wide Shaft Black Smooth/Suede,, 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 Sandals Naturalizer Catrina Camelot/Ginger Snap/Vanilla Leather,Men's Baseball Shoe Nike Lunar Trout 2 Turf 807122-041Womens Shoes Naturalizer Dresden Black Leather/Mesh,.”

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

Leif Petersen, founder, Womens Shoes New Balance W1260v4 Blue/Pink,Men's Basketball Shoe Nike Air Max Audacity 2016 843884-601Womens Shoes New Balance Classics 574 - Glacial Teal,, told me the company is on track to open 90 locations this year, bringing their total install to 150 by year’s end. Womens Shoes Nike Air Vapor Ace Fuchsia Flash/Fuchsia Glow/Hot Lava/White,Men's Basketball Shoe Nike Hyperdunk 2016 844359-680Womens Shoes Nike Air Max Sequent Wolf Grey/Vivid Purple/White/Hyper Orange,.

VRStudios, founded in 2014, Womens Sandals PATRIZIA Glowgaze Silver,Men's Basketball Shoe PG1 878627-001Womens Shoes PATRIZIA Chevron Black,, 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 PUMA Sky 2 Lace Mid 3D White/Fair Aqua/Glacier,Converse Chuck Taylor All Star II Shield Canvas Unisex Boot 153569C-467Womens Boots Rocket Dog Jolita Burgundy Rattle,,” 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 Boots UGG Classic Mini Sand,Men's Boot Nike Air Zoom Tallac Lite OG 844018-002Womens Boots UGG Palisade Chestnut 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 Boots UGG Abree Short Grigio,Men's Football Cleat Nike Vapor Untouchable Pro 833385-801Womens Slippers UGG Coquette Flora Perf Chestnut Water Resistant Suede,, as are the others in the simulation, and can walk naturally in a virtual world, with full agency, freedom of movement and interaction. Womens Sandals Vaneli Kathie Fuchsia Soft Nabuk/Match Ferns Patent/Silver Buckle,Men's Golf Shoe Nike Lunar Control 4 819037-101Womens Shoes Vaneli UGA Black Ecco Suede/Black Lutex/ Black Porolining,, overall, every single one of these experiences is any less than flat out amazing. Womens Shoes Vaneli Adella Grey E-Print/Matching Elastic,Men's Nike Air Max Tailwind 7 683632-601Nike Vapor 1.0 Dri-FIT Unhemmed,. What investors see in free-roam LBVR is not an illusion.

“This is nothing like the movie business,” says Cliff Plumer, Nike Pro Hypercool 3.0,Men's Nike Air Zoom Pegasus 31 652925-405Women’s Swagger Full Zip Hoodie,, “This is something entirely new.” Women's Archive Tee,Men's Nike Basketball Shoe Kobe X 705317-604Women's adidas Infinite Series Supernova Bra,, The VOID opened a free roam “hyper-reality” simulation center featuring Star Wars: Secrets of the Empire, created with Disney’s ILMxLAB. Last year, Nike Tech Knit Shorts,Men's NIKE FREE 4.0 FLYKNIT 717075-008Nike Victory Bold Stripe,.

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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.

The VOID opened a new mall location in The Glendale Galleria in Glendale, NikeCourt Victory,Men's Nike Shoe Flyknit Lunar 3 698181-013Youth Wardrobe Fitness Tights,, particularly when interacting with characters from the Star Wars universe, although TBH I got a bored shooting all those Storm Troopers. For their part,Wholesale Trade Adidas Predator Lz Trx Tf Leather Soccer Cleats Men Blue Black Yellow ShIPf1Yt,Men's Nike SB Stefan Janoski Max Unisex Shoe 631303-011Authentic 6cfs7 guaafa August Deals Ultra Boost Mens,, 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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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.Authentic peuep e8d69y Cheap Adidas Superstar Womens Shoes,Men's Nike Shoe Jordan Flight Runner 2 715572-005Buy 6spqi v8xivc August Deals ZX 850 Mens,, 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.Buy v2fk3 fzsghr August Deals ZX Flux Womens,Men's Nike shos Air Jordan 9 Retro 833798-103Cheap d3ukp axvtwb August Deals Nike Air Max Tavas Mens,, they can make up for low utilization with a decent weekend. Cheap xqk8n dyfgbr August Deals Superstar Womens Gold,Men's Running Shoe Nike Air Zoom Pegasus 32 749340-700Discount fvxwd z9rcww August Deals Nike Blazer Womens,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Online 6afgk ta6qfh August Deals Nike Air Presto Mens,Men's Running Shoe Nike Air Zoom Vomero 10 717440-002Online remgf xe9mpy August Deals Nike Free Run 2 Womens, 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.” Outlet f78g7 s83cu2 Cheap Adidas Superstar Womens White Shoes,MEN'S RUNNING SHOE NIKE LUNARGLIDE 7 747355-400Sale 3dckf wgyqie August Deals Nike Air Max 2016 Womens,. Plumer said The VOID is also considering franchise locations, Sale mz9ng xhmpff August Deals Nike Air Max 90 Womens Purple,Men's Running Shoe Nike LunarTempo 2 818097-403UK dhxwy wg8x2y August Deals Nike Air Presto Womens,.

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

A different approach is being taken by BackLight, Authentic 199023 New Balance Kids Kl574 Kid Silver Pink Shoes,Men's Running Shoe Nike LunarTempo 705461-303Authentic 184407 Adidas ZX 750 Men Grey Blue Shoes,, long-form VR experience, Eclipse, Buy 190944 Air Jordan 6 Retro Men Red/Red White Shoes,Men's Shoe Air Jordan 9 Retro Low 832822-401Discount 199219 New Balance Classics M801 Men Brown Shoes,. We discover the crew is dead and must explore the ship to unravel the puzzle and reactive the ship before we are sucked into the deadly fireball. Wearing a backpack PC, four users are free to roam the ship, Shopping 228778 Nike Air Classic BW Si Men White Red Shoes,Men's Shoe Jordan Horizon 823581-600Cheap 191219 Nike Air Force 1 Men Black Red Ballistic Shoes,. Eclipse is a four-player sci-fi experience, enhanced by physical effects, full body awareness and total freedom of movement. Players discover two spaceships during their adventure, without teleporting once. Buy 242762 Nike Air Max Men Gray White Black Shoes,Men's Shoe Jordan Westbrook 0 Low 850772-010Comfortable 157360 Nike Air Max 90 Men Black Red Shoes,.” Said Frédéric Lecompte, co-founder of BackLight. The Eclipse experience can be found in two locations in Paris, France. Shopping 206872 Nike Air Max 90 Men White Red Black Shoes,Men's Shoe Nike Air Huarache Ultra Breathe 833147-001Authentic 159504 Nike Air Max Tailwind Men Dark Red Shoes,.

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

Cheap 244905 Nike Dunk High Men Shoes,MEN'S SHOE NIKE AIR MAX 95 ULTRA JACQUARD 749771-007Comfortable 182171 Nike Dunk High Men Metallic Gold 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,Authentic 162152 Nike Free 3.0 V2 Men Red Black Shoes,Men's Shoe Nike Air Max Sequent Print 822804-022Discount 231683 Nike Free Run 3 Men Gray Blue 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, Authentic 172108 Nike Kobe X Men Blue Vapor Green Black Shoes,Men's Shoe Nike Air Presto Ultra Flyknit 835570-002Cheap 149707 Nike Lunarpath Etw Men Black Royal Blue 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, Authentic 219648 Nike Shox Nz 2.0 Men White Blue Shoes,Men's Shoe Nike Air Zoom Elite 8 748588-402Discount 191684 Nike Shox R4 Men White Grey Shoes,.

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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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Andal introduced the company’s newest products, Nike Tri Fusion Run Mens White/Cool Grey/Wolf Grey/Black Running Shoes V90817,NIKE ROSHE RUN Brght Crmsn/Brght Crmsn-Tm OrnAdidas Gymbreaker Bounce Trainer Womens Black/Halo Pink Training Shoes V19923,,” 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 Flex Experience Run 4 Womens Bright Crimson/Atomic Pink/White/White Running Shoes V41674,NIKE AIR MAX 90 ESSENTIAL Black/Wolf Grey/WhiteNike Air Max Bw Ultra Mens Midnight Navy/Hyper Cobalt/Midnight Navy Running Shoes V65111,.

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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.

TNike Air Max 95 Trainer CP4622,Women's Shoe Nike Zoom Fearless Flyknit 850426-401Ralph Lauren Polo Harvey-NE Trainer CP4939,. 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 Toms Womens Classic Slip On Espadrille CP5201,Adidas Samba Classic Boys Preschool White/Black Soccer Shoes V86314Womens Shoes adidas Golf Adicross IV Tour White/White/Flash Pink,, 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), Womens Sandals Aerosoles Yet Back Brown,Adidas Adizero Crazy Light 2 Boys Grade School Black/White/Regal Purple Basketball Shoes V35695Womens Sandals ALDO Scorzarolo Multi Metallic, installations like Hologate and WePlayVR (from AiSolve), which are optimized for their operating environments. Alexis Macklin, of Greenlight Insights, says the global location-based Womens Shoes Anne Klein Meg Navy Reptile,Adidas Kinetic Boost Boys Grade School Solar Blue/Black Running Shoes V75436Womens Boots C Label Liberty-16 Wine,, 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. Womens Sandals Calvin Klein Jiselle Vermillion Patent,Nike Air Max 90 Boys Grade School White/University Red/Racer Blue Running Shoes V94774Womens Shoes Calvin Klein Celia Black Tumbled Patent,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Womens Boots Clarks Volara Melody Rust Leather,Nike Air Max 90 Girls Grade School Cool Grey/Hyper Pink/Wolf Grey/White Running Shoes V47009Womens Shoes Clarks Noreen Will Black Suede,, 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 Shoes Clarks Helina Amo Black,Adidas Crazy 1 Mens Black/Neon Pink/Solar Blue Basketball Shoes V23179Womens Shoes COACH Peyton Metallic Blush,.”

Hologate

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

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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 Men's Blackbird Paisley Tee,Nike Zoom Terra Kiger 3 Mens Total Crimson/University Red/Racer Blue/Black Running Shoes V81001Nike OTC65 Track,, “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, Nike Pro Hypercool Allover Print 2,Adidas Solar Boost Womens Grey/Silver Metallic/Shock Red Running Shoes V56939Men's Standard 19 Track Jacket,, and the entertainment giant made an investment in the company. Wholesale UK Adidas Originals Casual High Heeled Shoes Women Black White 5sNZ8KXP,Adidas Supernova Sequence Boost 8 Womens Black/Bright Cyan Running Shoes V14710Authentic i4yf4 g7qgui August Deals Nike Air Max 2015 Womens,.

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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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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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 provides a turn-key system for VRcades that allows an individual operator to manage reservations, ticketing, and licensing through their SaaS platform, Ralph Lauren Polo Prenton Boot CP3751,Timberland 6 Inch Premium Boot CP3766adidas Originals Los Angeles Trainer CP4114,. The company expects this blistering pace to continue, and projects it will manage 13,000 stations in the next two years. Given their unique position, Springboard is coming to a detailed understanding of the VRcade business, what makes a location successful, marketing tactics that work, Gourmet The 35 Lite BK Trainer CP4464,The North Face Base Camp Flip Flop CP3869Nike Lunar Force 1 Duckboot CP4847, Will Stackable told me 75% of their VRcade operators report they are breaking even or turning a profit. "I think VR Arcades could shine by offering an experience that is accessible and ubiquitous in every local mall.  What I think most people are missing is that the first-time experience in room Flossy Womens Plimsole CP5189,adidas Originals Gazelle '70s Trainer CP3993Womens Boots Aerosoles Plantation Black Suede, VR Arcades in 32 countries in the last six months. Most of those minutes played by first time customers," he said.

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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