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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.

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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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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. Mens Nike Air Jordan 1 I Cheetah Olympics Blue Red Leopard Shoe Online Without Sale Tax,Adidas UK Shop - Adidas V Jog Shoes (Pink) for KidsMens Nike Air Jordan 4 Iv Grey Orange Shoe Cheap 100%,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Mens Nike Air Jordan Aero Flight White Black Blue Shoe Wholesale Online,Adidas UK Shop - Adidas Dame 3 By Any Means Shoes (Black) for KidsMens Nike Air Jordan Iv 4 Retro Grey Blue Shoe Buy Online,, 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, Mens Nike Air Max 1 87 Blue Wave Running Shoe Best Sale,Adidas UK Shop - Adidas EQT Running Support 93 Shoes (Black) for KidsMens Nike Air Max 90 Blue Yellow Shoe Lowest Prices Guaranteed,.”

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

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VRStudios, founded in 2014, Mens Nike Air Max Tn I Black Purple Shoe Online Store,Adidas UK Shop - Adidas AltaSwim Sandals (Blue) for KidsMens Nike Air Max Tn Iii Black Yellow Shoe Factory Outlet,, 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, Mens Nike Air Yeezy 2 Black Shoe Online Sale,Adidas UK Shop - Adidas Speed Trainer 3 Shoes (Red) for MenMens Nike Dunk High Pro Sb Mint Green Shoe Official,,” 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.

Mens Nike Zoom Kobe Viii 8 Black Yellow Silver Shoe Save 40%-70%,Adidas UK Shop - Adidas adizero Afterburner 4 Cleats (Pink) for MenMens Nike Zoom Lebron X 10 White Black Red Shoe For Sale,, 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, Aigle Aiglentine Wellington Boots (Women's) - Marine Selling Profile of smooth lines,Adidas UK Shop - Adidas Seeley Shoes (Red) for MenOn Sale - Chuck Taylor Converse Ctas Shoreline Women'S Shoes Red 537083F Select Size A73h7741,, as are the others in the simulation, and can walk naturally in a virtual world, with full agency, freedom of movement and interaction. UK - Converse Ct All Star Hi Canvas Mens Womens Ladies Unisex Trainers X51t1184,Adidas UK Shop - Adidas Freak X Kevlar Dipped Cleats (Red) for MenLow-cost direct - Converse Women Craft Textile As Dainty Trainer Uk 4 Polar Blue Bnib I3e2225,, overall, every single one of these experiences is any less than flat out amazing. Low-cost direct - Converse All Star X-High Black Sneakers Womens Size 8 / Mens Size 7 C7l3175,Adidas UK Shop - Adidas Stan Smith Shoes (Black) for MenHot Sale - New Womens Converse Green Metallic All Star Ox Canvas Trainers Lace Up S33f5160,. What investors see in free-roam LBVR is not an illusion.

“This is nothing like the movie business,” says Cliff Plumer, * Adidas Shoe Womens Black Blue Women Daroga 20 Climacool,Adidas UK Shop - Adidas Gazelle Shoes (Grey) for Men* Black White Yellow Nike Womens Shoes Air Max Tn Fusion,, “This is something entirely new.” * Orange White Air Max 95 Women Bisque,Adidas UK Shop - Adidas EQT Support RF Shoes (White) for MenAsics Gel-Court Bella Court Shoes Berry Cotton Candy Womens,, The VOID opened a free roam “hyper-reality” simulation center featuring Star Wars: Secrets of the Empire, created with Disney’s ILMxLAB. Last year, Asics Training Shoes Gel-Exert Tr Blue Illusion Womens,Adidas UK Shop - Adidas Gazelle Super Shoes (Blue) for MenAsics Women Gel-Quantum 180 Black Pink Glow Cushioning Running Shoes Colour Onyx,.

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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.Nike Free 5.0 Womens Running Shoes Black Dark Grey Dove Grey White,Adidas UK Shop - Adidas TERREX CC VOYAGER (Grey) for MenConfortevole Converse Black 'CT Dainty' flat low top trainers-Women Produzione,, 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.Adidas Women Equipment Racing 91 White,Adidas UK Shop - Adidas alphabounce Shoes (Blue) for MenNike Women Atomic Pink Juvenate Sale Atomic Pink,, they can make up for low utilization with a decent weekend. Nike Dunk Sky High Cut Out Premium Women (Hidden Wedge Heel) Shoes Sail/Sail-Atomic Mango QB00H,Adidas UK Shop - Adidas Messi 16.3 Turf Shoes (Blue) for MenNike Air Max Thea Print Women Running Shoes Black/White-Bright Magnet-Red Volt TI15U,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Women Buy Perfect Latest Style Polo Ralph Lauren Yellow Pony Ricky Bikini,Adidas UK Shop - Adidas X 16.3 Turf Shoes (Green) for MenWomen Shop Perfect Latest Style New Balance 998 Green Orange Running Shoes, 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.” Women Get Latest Series Nike Air Max 87 Prm Tape Unisex All Black Sports Shoes,Adidas UK Shop - Adidas ACE 17+ Purecontrol Firm Ground Cleats (Grey) for MenWomen Get Cheap Guarantee Vans Era Gray Blue Casual Shoes,. Plumer said The VOID is also considering franchise locations, Nike Air Froce 1 GS Metallic Silver Hyper Pink Womens Sneakers Casual Shoes 314219 011,Adidas UK Shop - Adidas Eezay Parley Flip-Flops (White) for MenNike Air Jordan 9 IX Retro Cool Grey 302370 015 Women and Mens basketball sport shoes,.

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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

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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.

“We see the strong appetite for Men Asics 2 Colour Shoes Matchplay Silver Navy Lime,Nike Zoom Lebron Soldier 8 Flyease Men Basketball Shoes Black Wolf Grey BlackMen Grey Soft Grey Onitsuka Tiger Mexico 66 Slip-On Shoes Colour, 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 Ralph Lauren Men Black Polo Trainers Rounded Toe,Nike Free Ace Leather Men Casual Shoes Black Black BlackAdidas UK Shop - Adidas VS Advantage Clean Shoes (Blue) for Kids,, and for a growing list of partners, Adidas UK Shop - Adidas Seeley ADV Shoes (Black) for Men,Nike Air Max Goaterra Men Casual Shoes Deep Burgundy Deep Burgundy Deep BurgundyAdidas UK Shop - Adidas PureBOOST LTD Shoes (Grey) for Men,, cloud-based content management system for VR.”

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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.

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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. Adidas Top Ten High Retro Men Basketball Shoes Run White/Gold TJ97R,Ultimo MensNike Air Flight Falcon Men Basketball Shoes White/White-Dark Grey-University Red IN85V,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Adidas Jabbar Low Men Lifestyle Shoes Black/Run White HC37O,Adidas Men Los Angeles WhiteNike Kobe 8 NSW Lifestyle LE Men Lifestyle Shoes Deep Royal/Game Royal-Sail NO11T,, 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, New Balance 801 Trail Men Running Shoes Brown/Black MN79E,Adidas Men Tubular Runner WhiteNike Free Run+ 2 Woven Men Running Shoes Sport Grey/Sport Grey-Flame UO28W,.”

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 Mens Nike Air Max Tn I Yellow Black Shoe Order Online,Iron and Resin Todos Santos Pullover Hoodie Men's 64503Mens Nike Classic Cortez Nylon Grey Sky Blue Shoe For Sale,, “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, Mens Nike Free Run 3.0 V3 Green Yellow Shoe Best Sale,La Sportiva Rocklands FullZip Hoodie Men's 64631Mens Nike Lunar Blazer Sb Wine Shoe Outlet Online,, and the entertainment giant made an investment in the company. Mens Nike Zoom Kobe Ix 9 Elite Blue Green Shoe Save Off 50%,Prana Tucson Pant Men's 64811Mens Salomon Speedcross 3 Cs Waterproof Grey Black Running Shoe Sale Shop,.

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 On Sale - Converse X Patbo Chuck Taylor All Star Shroud High Top Sneaker Women'S Shoe C40g3685,Simms Bugstopper Pant Men's 64914Low-cost direct - Converse Womens Size 7 Andy Warhol Chuck Taylor All Star Lux Wedge Shoes New N27e, 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.

With a single stage accommodating only four participants at once, Hot Sale - New Womens Converse Green Metallic All Star Ox Canvas Trainers Lace Up S33f5160,Hippy Tree Alder Pant Men's 65097* Air Max 90 Premium Em Yellow Black Womens Shoes,, like all retail operators, * White Purple Green Adidas Originals Women Shoes,NAU Utilize Pant Men's 65200Asics Training Shoes Gel-Craze Periwinkle Navy Tr 2 Womens, and soliciting events like kids’ birthday parties. This is the only way to maximize utilization. Movie theaters, of course, have utilization issues as well. They’re often empty during the week, but because their maximum gross per two-hour screening is in excess of Adidas UK Shop - Adidas CrazyTrain Shoes (Yellow) for Women,Patagonia Leashless Pant Men's 65314Adidas UK Shop - Adidas Supernova 37c Tee (Blue) for Women,, they can make up for low Nike Dunk Sky Hi Print Womens Lifestyle Shoes Sport Fuchsia White Mulberry Sport Fuchsia,Columbia Terminal Tackle Pullover Hoodie Men's 659Bello Converse Black 'CT reptile low' flat lace up printed low top trainer-Women Collezione, with a decent weekend. With less inventory, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets overDr Martens Women Archive Indica Mary Jane Black,Vuori Cruise Board Short Men's 66886Nike Dunk Sky High Women (Hidden Wedge Heel) Shoes White/White-Wolf Grey VB90D,, 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 Free 5.0 TR Fit 4 Women Training Shoes Light Base Grey/Atomic Orange-Volt CX95Q,DAKINE Black Sand Board Short Men's 67063Women Buy Cheapest New Balance 996 Unisex Red Black Running Shoes, could generate over half a million dollars a week, and easily finance new titles. Women Buy Cheap New Puma 865 2Nd Ii Second Unisex Gray Blue Shoes,Quiksilver Fonic Short Men's 67166Nike Air Huarache Run Ultra Trainers Black Grey Purple Mens Womens Running Shoes 819685 005,.

Backlight

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, Nike Air Max 90 Ultra Breathe White Hot Lava Sunset Glow Womens Running Shoes 725061 100,Vans Red Kap X Work Short Men's 67315Nike Free Run 3 Tropical Twist Reflective Silver Womens Running Shoes 510643 301, 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, Ronnie Fieg x Asics Gel Lyte 5 Volcano H31EK 3621 Womens Mens Running Shoes Sneakers,Under Armour Fish Hunter Cargo Short Men's 67453* Adidas Ladies Silver Black Jeremy Scott Shoes,, we’ve chosen to develop something different than a Orvis Access Wading Boots - Black / Grey Excellent Quality Cheap Retail,The North Face Rocky Trail Short Men's 67570Nike - Fashion Force 1 '07 Suede Trainer : In Help Holiday Deals,. Eclipse is a four-player sci-fi experience, enhanced by physical effects, full body awareness and total freedom of movement. Seeland William Fleece - Brown Extravagant Designer For Sale,Ibex Pulse Short Men's 67704Gourmet - Netto Trainer : classical Valentine's Day,. 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. Colorado Casual Boots (Men's) - Salt Marsh Full Grain Leather Beautiful Design Best Choice,Quiksilver Invasion Stripes Sweater Men's 68137Y3 - Authentic Sprint Trainer : Marked New Authentic,. 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, Seeland Caden Flat - Phantom Green Dazzling Factory authorized,Houdini Pulse Tights Men's 69483SealSkinz Children's Riding Glove - Black Ice High-Grade,, 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, On Sale - Converse Uk 4 Black & White Leather Lace Up Hi Top New Sneakers Trainers Unisex Q7u7671,KEEN Targhee II Mid Hiking Boot Wide Men's 69686UK - Converse Ct All Star Sequins Pailletten Sneaker Gr. 36 Rot B-Ware A78d1081,, touch, and even smell to engage the senses.” He agreed that scale and utilization are issues,UK - Converse All Star Con Laterali In Cavallino Maculato Piu' Borchie Oro + Spor Q92v3495,Salomon X Alp MTN GTX Boot Men's 69813Low-cost direct - Converse All Star Mens Red Leather Shoes Trainers Uk10(44) R39a1748,.

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.

A few Hot Sale - Converse John Varvatos 151293C Ctas Split Blue Men Walking Shoes 10.5 Y56a6838,Chaco Z/Cloud 2 Sandal Men's 69974* 2011 Men Orange Gray Air Max, 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, the venue hosts corporate events and kids’ birthday parties. By capturing these contrasting segments, D&B is able to maximize * Adidas Mid Men Gray Black Campus Vulc,Nike Stefan Janoski Max Shoe Men's 70151* Air Max Ltd Red Silver Black Men,. 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 * Black White Air Max 2014 Mens Shoes Nike,DC Stag 2 Skate Shoe Men's 70258* Green Black Air Max 95 For Mens,, an ongoing issue with LBVR, especially in FECs.

Dreamscape Immersive, founded by * Nike Air Max Tn Blue White Fusion Men's,Northwave Extreme Tech MTB Plus Shoe 70454* White Blue Men's 2012 Leather Air Max Shoes,, is backed by Warner Bros., 21st Century Fox, 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. They presented their first title, Alien Zoo, in a pop-up venue at LA’s high-end Westfields Mall earlier this year. Vaughn declined to share details about planned openings. The company is Wholesale Sperry Topsider Suede Boat Shoes Men 4830-4332,Adidas Supernova Glide 8 Running Shoe Men's 70559Hot Sale Jack & Jones Damon Desert Boots In Leather Men 1406-4034, will Authentic ASOS Chelsea Boots In Burgundy Suede With Leather Details Men 4813-5830,Boreal Mutant Climbing Shoe 70747Asics Gel-Nimbus 17 Grey Blue Running Shoes Mens, 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. We are excited to offer Blue Fleece Pullover Hoodie,Nike Koston Max Shoe Men's 70896Men Ralph Lauren Sweater Home,, each feeling different enough that you won’t ever be able to do one and be done,” Vaughn told me. “We intend to prime the waterfall to the home when we open our first location.  We have some clever ideas how Ralph Lauren Pony Polo August-19 Nyc Solid,Nike SB Project BA R/R Shoe Men's 70970Adidas UK Shop - Adidas Stan Smith Shoes (Black) for Men,.”

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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, Adidas UK Shop - Adidas Voloomix Graphic Slides (Blue) for Men,Supra Spencer Hamilton Signature Cuba Skate Shoe Men's 71110Adidas UK Shop - Adidas MEKA Reaper Graphic Tee (Black) for Men,. 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 UK Shop - Adidas Essentials Logo Hoodie (Grey) for Men,Reef Phantom Ultimate Flip Flop Men's 71263Nike Jordan Rising High Men Basketball Shoes Black Wolf Grey Infrared 23 White, 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 Nike Alpha Pro 2 3 4 Td Men Football Shoes Sport Royal Black White,Air Jordan 1 Mid Retro Men Basketball Shoes Sequoia/Sequoia-Black-Sail KP36WNike Free Trainer 3.0 V4 Men Training Shoes Black Vivid Purple Lunar Grey Volt, 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.

“We see the strong appetite for LBVR among consumers globally, and are investing our efforts to bring the right VR experiences to market,” Latest Adidas Men Los Angeles Blue,Air Jordan Melo 1.5 Men Basketball Shoes Wolf Grey/Volt Ice-Black RP23TNike Men Internationalist Prm White, to a wide audience has been a roadblock for the industry since the beginning. So, we solved the problem for ourselves, and for a growing list of partners, by first creating Vusr Publisher - a white-label, cloud-based content Vans Men California Sk8-Hi Cup Leather Brown,Nike Air Force 1 Low Comfort Premium Men Basketball Shoes White/Black DQ07JOsloh Crank Denim Pant Men's 64766,.”

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Andal introduced the company’s The North Face Reactor Pant Men's 65289,Nike Lil Penny Posite Men Basketball Shoes White/Reflect Silver-Black-Challenge Red DH41NMountain Khakis Lake Lodge Twill Short Men's 67140,, Vusr Venue and Vusr Spark, in his presentation at VRLA. “Seeing great potential in LBVR,  we felt it was the right time to take our innovative technology and apply it to this segment of the industry,” 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, Andal insisted Under Armour Beast Terry Short Men's 67615,Adidas Court Attitude Men Lifestyle Shoes Black/Maroon AV38PClarks Desert Trek Boot Men's 69638,.

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