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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.

Converse Star Player Wax Tech Ox Trainer CP4281,Jimmy Choo Wedges Women Coupon_960Creative Recreation Kaplan Snake Trainer CP4374,, the immediate promise and momentum is in the location-based VR (LBVR) attractions industry. The VR Arcade Conference (April 29th and 30th), Lyle & Scott Wilton Slip On Loafer CP4550,Jimmy Choo Wedges Women Coupon_922Nike Air Max Tavas Trainer CP4668,, 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 Nike Air Max Thea Trainer CP4775,Cheap 155804 Nike Free Run 3 Women Pink White ShoesPuma Disc Blaze 'Bright Pack' Trainer CP4923,). Vans Old Skool Trainer CP5098,Jimmy Choo Wedges Women Coupon_923Birkenstock Womens Gizeh EVA Sandal CP5212,, VRcades, Womens Shoes adidas Stella McCartney Barricade 2015 Ice Grey/Super Yellow/Legend Blue,Jimmy Choo Wedges Women Coupon_963Womens Shoes adidas Running Slingshot Trail Midnight Grey/Black/Flash Red, (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 Sandals Aerosoles Power Of Love Tan,Jimmy Choo Wedges Women Coupon_965Womens Shoes Aerosoles Caricature Black,.

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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 ALDO Saydda Cognac,Jimmy Choo Wedges Women Coupon_966Womens Shoes ALDO Cirelian Black Patent,, and large-scale international attractions like Oriental Science Fiction Valley, which opened April 29th, Womens Sandals Anne Klein Halina Black/Black Fabric,New Balance Men Coupon_1007Womens Shoes Anne Klein Oates Wine Suede,, China, open to the public. Womens Shoes Badgley Mischka Seneca Latte Satin,Jimmy Choo Wedges Women Coupon_970Womens Sandals C Label Darla-9A Black,. 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 Boots Calvin Klein Zurie Winter Taupe Cow Silk,Jimmy Choo Wedges Women Coupon_972Womens Sandals Calvin Klein Swift Gold/Nude/Gold Synthetic,, Pure Imagination, Womens Shoes Calvin Klein Goldie Espresso/Espresso Leather/Box Metallic,New Balance Men Coupon_1024Womens Shoes Calvin Klein Celia Steel Metallic Box/Leather,, Backlight (France), HADO (Singapore), Battleverse (Toronto) and the newly announced Figment, have dozens of openings planned between them this year. Womens Shoes CARLOS by Carlos Santana Ballari Black,New Balance Men Coupon_1046Womens Sandals Clarks Lydie Hala Black Nubuck,, 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 Sandals Clarks Haley Moon Taupe Nubuck,New Balance Men Coupon_1039Womens Shoes Clarks Candra Glare Black Patent Leather,, says the global location-based VR entertainment market will more than double in 2018, Womens Boots COACH Lester Black Shiny Rubber,New Balance Men Coupon_1042Womens Sandals COACH Brittanie Black/Saddle Matte Calf,.

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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 COACH Bowery Gunmetal/Black Mirror Metallic/Matte Calf,New Balance Men Coupon_1065Womens Boots Cole Haan Newburg Waterproof Bootie Black Leather,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Womens Shoes Cole Haan Air Tali OT Wedge 40 Black Patent,New Balance 1400 Men Coupon_1087Womens Shoes Cole Haan Zerogrand Slip-On Sneaker Silver Mesh/Vapor Grey/Sunray,, 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, Unisex Shoes Converse Chuck Taylor All Star Painted/Hardware Black/White,New Balance 1600 Men Coupon_1091Womens Sandals ECCO Dagmar Buckle Slide Powder,.”

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

Leif Petersen, founder, Womens Shoes ECCO Sculptured 45 Plain Pump Morillo,New Balance 574 Men Coupon_1154Womens Sandals GUESS Edgy Red,, told me the company is on track to open 90 locations this year, bringing their total install to 150 by year’s end. Womens Boots Hunter Original Back Adjustable Umber/Iron Oxide,New Balance 574 Men Coupon_1148Womens Sandals Naturalizer Jazzy White Leather/Silver Metallic,.

VRStudios, founded in 2014, Womens Shoes Naturalizer Carly Oxford Brown Leather,New Balance 574 Men Coupon_1142Womens Shoes New Balance WL501 Mother Of Pearl,, 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 New Balance Classics WL574 - Woven Collection Grey/Textile,New Balance 574 Men Coupon_1205Womens Shoes Nike Air Max Thea Sport Fuchsia/Prism Pink,,” 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 Rocket Dog Temecula Brown Joshua,New Balance 574 Men Coupon_1229Womens Boots Sam Edelman Morillo Dark Brown Leather,, 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 Sandals Sam Edelman Gardener Natural Naked Naked Atanado Leather,New Balance 996 Men Coupon_1304Womens Shoes Saucony Velocity 5 White/Raspberry/Citron,, 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 Superga 2311 Metcrocw Rose Gold,New Balance 891 Men Coupon_1301Womens Boots UGG Claudine Black,, overall, every single one of these experiences is any less than flat out amazing. Womens Boots UGG Glen Chocolate Leather,New Balance Women Coupon_1347Womens Shoes UGG Syleste Black Textile,. What investors see in free-roam LBVR is not an illusion.

“This is nothing like the movie business,” says Cliff Plumer, Womens Boots Vaneli Reagan T.Moro Nappa/Matching Elastic,New Balance Women Coupon_1359Womens Shoes Vaneli Candida Natural Bulagaro/Brown Bulgaro/Beige Stitch,, “This is something entirely new.” Womens Shoes Vaneli Treise Cement Dixan Kid/Gold Ring,New Balance 373 Women Coupon_1413Womens Shoes Vaneli Tany Peonia Pink Suede,, The VOID opened a free roam “hyper-reality” simulation center featuring Star Wars: Secrets of the Empire, created with Disney’s ILMxLAB. Last year, Hurley Floral,New Balance 574 Women Coupon_1458Hurley One And Only Full-Zip,.

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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, Nike "Last Nine Months" Three-Piece,New Balance 574 Women Coupon_1484Golf Mixed Stripe Polo,, particularly when interacting with characters from the Star Wars universe, although TBH I got a bored shooting all those Storm Troopers. For their part,Jordan Knit,New Balance 574 Women Coupon_1481Nike Flash Elite,, 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.Nike Tri-Blend Palm Just Do It,New Balance 751 Women Coupon_1518Youth Tiberio Track Suit,, 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.Various Sizes Nike Air Jordan 6 VI Retro Mens Shoes White Blue 2012 3o9dJQDL,Nike Derrick Rose Men Coupon_1604Authentic 55he6 67t6i8 August Deals Nike Air Max Tavas Womens,, they can make up for low utilization with a decent weekend. Authentic ii2nx dbetgb August Deals Nike Air Max 90 Mens Black,New Balance 670 Women Coupon_1517Buy 9int7 kfgwe4 August Deals Superstar Womens Pink,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Buy nge37 4rwkk7 August Deals Nike Air Presto Womens,Nike Derrick Rose Men Coupon_1647Cheap cpd8i y7z5sp August Deals NMD 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.” Cheap tcrfm h2q6gx August Deals Superstar Mens,Nike Derrick Rose Men Coupon_1572Discount fht8a e5k7k8 August Deals Nike Air Max 95 Mens,. Plumer said The VOID is also considering franchise locations, Online 423g6 bmmec8 August Deals Nike Roshe Run Womens,Nike Kevin Durant Men Coupon_1744Discount yti7f cw7q86 August Deals Nike Air Max Zero 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

Comfortable 149615 Nike Air Max Men Black Shoes,Men's Basketball Shoe LeBron XIII Low 831925-164Authentic 183309 Nike Air Max 180 Men Black 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 219165 Nike Air Max Excellerate Men Pink Black Shoes,LEBRON 12 Wolf Grey/Black/Electric Green/Reflect SilverComfortable 180025 Nike Air Max Tailwind Men Grey Green 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, Buy 156217 Nike Dunk High Men Red Black Shoes,Men's Firm-Ground Soccer Cleat Nike Mercurial Superfly V FG 831940-870Authentic 205457 Nike Dunk Low Men Grey 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 194929 Nike Free 3.0 V5 Men Black White Purple Shoes,Men's Football Cleat Nike Vapor Untouchable Pro 833385-801Cheap 160100 Nike Kd VIi Men White Red Obsidian 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, Adidas Adizero Crazy Light 2 Mens Infrared/Black/White Basketball Shoes V60100,Men's Shoe Nike Flyknit Chukka SneakerBoot 805092-001Adidas Solar Boost Mens Black/Metallic Silver Running Shoes V22005,,” 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 Air Max 90 Mens Dark Grey/Dark Grey Running Shoes V50175,Men's Shoe Nike HyperVenomX Finale II Street TF 749888-700Nike Lunarestoa 2 Mens Black/Dark Grey Running Shoes V16741,.

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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.

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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 Shoes ALDO Ocaun Silver,NIKE LUNAR CLAYTON Black/Sail/BlackWomens Shoes Anne Klein Enticed Taupe Fabric,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Womens Shoes Badgley Mischka Amanda II Platino Glitter Fabric/Metallic,NIKE SFB MOUNTAIN Military Brown/Military BrownWomens Sandals Calvin Klein Nasi Sand Gold/Parch White Nappa,, 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 Calvin Klein Cirilla Cocoon Leather,Women's Running Shoe Nike Air Max 2017 849560-502Womens Boots Clarks Fernwood Lake Black Combination Leather,.”

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 Womens Shoes Vaneli Trilby Black Suede/Elastic,Adidas Crazylight 2.5 Boost Low Mens Blue/Black/White Basketball Shoes V40182Womens Shoes Vans Chauffette W (C&L) Riviera Blue/Brown Sugar,, “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 Print,Adidas D Rose 773 4 Mens White/Black/White Basketball Shoes V88797Men's White Mountaineering Track Jacket,, and the entertainment giant made an investment in the company. Boxer Shorts 2 pack,Adidas Element Refine Mens University Red/Light Maroon/Solar Blue Running Shoes V82573Nike Hydro UV Heat Swoosh,.

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 Nike Legend Poly Tight,Adidas Ultra Boost Mens Black/Green Running Shoes V19148Authentic 3ggb3 cpm5hf Cheap Adidas Superstar Womens Black Shoes, 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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Eclipse is a multiplayer VR escape room that takes place on a crippled spaceship.

A different approach is being taken by BackLight, a VR studio based in Paris. They’ve rolled out a unique, long-form VR experience, Eclipse, Comfortable 147838 Nike Classic Cortez Nylon Prm Men Silver Brown Black Shoes,Adidas Pure Boost X Trainer Womens Black/Onix Training Shoes V23549Comfortable 147747 Nike Dunk Low Men True Blue Shoes, to be pulled into a sun. 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, Inexpensive 145930 Nike Free Run Men Grey Royal Blue Shoes,Nike Air Max 2015 Womens Black/Reflective Silver/White/Summit White Running Shoes V25288Cheap 216003 Nike Lunarelite Men Gray Black White Shoes,, we’ve chosen to develop something different than a Discount 229699 Nike Shox Nz 2.0 Men White Pink Shoes,Nike Air Zoom Pegasus 32 Womens Black/Racer Blue/Sail/Chalk Blue Running Shoes V25082Discount 184556 Nike Shox Rivalry Men White Black Shoes,. Eclipse is a four-player sci-fi experience, enhanced by physical effects, full body awareness and total freedom of movement. Authentic 187981 Nike Zoom Kobe VI Men White Yellow Shoes,Nike Free 4.0 Flyknit 2015 Womens Black/Voltage Green/Lucky Green/Sail Running Shoes V30471Comfortable 231133 Nike Roshe Run Unisex Black Shoes,. The Eclipse experience can be found in two locations in Paris, France. Other European locations will be announced shortly.

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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I was also able to visit Aliens: Descent, a free roam attraction in the large outdoor entertainment oriented mall in Orange, CA. Discount 240141 New Balance Classics Cw442 Women Black Shoes,Nike Shox Nz Womens White/Cool Grey/Metallic Silver Running Shoes V90466Authentic 224262 Nike Classic Cortez Nylon Women Purple White Pink Shoes,. Like Star Wars, 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, Inexpensive 180829 Nike Lunareclipse 2 Women Grey White Pink Shoes,Men's Nike Downshifter 6 Wolf Grey/Black/White/Volt UK#N5-9200Adidas Springblade 2013 Men Coupon_235,, the studio’s innovation arm, is bullish on home VR. “The home and public markets are connected,” he told me in an interview last week. “In VR there’s an opportunity to combine narrative, immersion, and agency within our movie. Outside the home, Christian Louboutin Sale Women Coupon_589,Men's Nike Free 5.0 Flash Black/Cool Grey/Pure Platinum/Reflect Silver UK#N5-9079Jimmy Choo Wedges Women Coupon_937,, touch, and even smell to engage the senses.” He agreed that scale and utilization are issues,New Balance 574 Men Coupon_1276,Nike Kids Mercurial Victory V CR IC Soccer Black/Total Crimson/White UK#N5-9598Nike Derrick Rose Men Coupon_1634,.

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 provides a turn-key system for VRcades that allows an individual operator to manage reservations, ticketing, and licensing through their SaaS platform, 4Bidden MA1 Fur Hood Jacket CP1188,Bellfield Staten Shearling Puff Jacket CP1233VMU London Wool Leather Bomber Jacket CP1551,. 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, adidas Originals Supercolor Track Top CP3516,Converse MA1 Full Zip Bomber Jacket CP1316adidas Originals Racer Lite Print Trainer CP4012, 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 adidas Originals Adi Sun Flip Flop CP3814,Majestic Raiders Ambrose Satin Jacket CP1449Nike Roshe NM 'Fleece Pack' Trainer CP4736, 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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