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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. Cheap Lebron James 9 Low Challenge Red White,Eastland Women'S Sage Slip On - "Brown",Cheap Original Nike Kyrie 2 Rianbow White Blue Volt,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Cheap Priced Nike Kobe 11 Pink Purple Rose,Hello Kitty Womens Veronica (black),Cheapest Nike Air Max 2016 Flyknit All Black Silver,, 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, Discount Cheap Hyperdunk 2017 Low Painting,Lugz Women'S Tallulah High Top Water Resistant Boot - "Black",Discount Nike Zoom Run The One Think Pink,.”

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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.

The Most Popular Train 200 Low Top Trainers White For Women,Pointer Womens AFD (peacoat / white),Aerosoles Women'S Roxstar Loafer - "Tan",, 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, Carlos By Carlos Santana Women'S Kleo Gladiator Sandal - "White",PUMA 76 Runner - Women's - Running - Shoes - White/Tradewinds/Salmon Rose,Fergie Women'S Indigo Bootie - "Tan",, as are the others in the simulation, and can walk naturally in a virtual world, with full agency, freedom of movement and interaction. Natural Soul Women'S Gully Medium/Wide Loafer - "Black",Reebok Womens Courtee Mid (neon blue / white / pink / yellow),New Balance x Bergdorfs Women WL696BGB (black / gray speckles),, overall, every single one of these experiences is any less than flat out amazing. Nike Shox Superfly R4 - Women's - Running - Shoes - Metallic Silver/Hyper Punch/Cool Grey,Saucony Hurricane ISO - Women's - Running - Shoes - Purple/Coral/Lavender,Propet Women'S Leona Narrow/Medium/Wide Slip On Mary Jane - "Black",. What investors see in free-roam LBVR is not an illusion.

“This is nothing like the movie business,” says Cliff Plumer, Saucony Breakthru - Women's - Running - Shoes - Pink/Citron,Skechers Work Women'S Synergy Sandlot Slip Resistant Sneaker - "Black",Timberland Glancy 6" Boots - Women's - Casual - Shoes - Wheat Nubuck,, “This is something entirely new.” Nike Juvenate Print TE87531 Women,Teva Women'S Tirra Sandal - "Black",New Nike Women/Mens Personalisation Benassi Latest Swoosh Slide Sandal Black White sign,, The VOID opened a free roam “hyper-reality” simulation center featuring Star Wars: Secrets of the Empire, created with Disney’s ILMxLAB. Last year, 2016 Sale Nike Air Max 90 Women's Trainers And Black Red Grey White,NikeCourt Air Vapor Advantage HF86990 Women,2017 Cheap Black Nikes Women's Nike Flyknit Zoom Agility Blue Lagoon/Hyper Grape/Polarized Blue/White Shoes Canada ZQA4104204,.

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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.Lacoste Women's Shoes BROADWICK - High-top trainers - blue,Colourful Wmns Nike City Loop Hot Tech Fleece Black Grey Women Buy Running Shoe Sneaker AA1097-001,Cheap Sixth June Seed Essential Low Top Trainers Blue For Men Outlet,, 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.Latest Pantofola D'oro Imola Grip Uomo Low Low Top Trainers Black For Men Online,Recommended Switzerland Fitflop Last Arena Luxe Women Sandals Black Fitflops get Slippers 2016,Stylish Reebok Classic Time To Show Zip Boot Hi Top Trainers Black / Brass / White For Men On Sale,, they can make up for low utilization with a decent weekend. Adidas x Junn.J Men ZX 8000 Low JJ (white / ftwr white / ftwr white),Women UA Steph Curry One Classic 1 new Black Metallic Silver For Camo,ECCO Soft 7 Slip On,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Pointer Cyrill II Sandstorm (olive / tan / crepe),2016 Sale Nike Air Max Thea Trainers Print Wolf Grey Anthracite Volt Women's,The North Face Zophia Mid Tnf Black Tnf Black, 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.” Tommy Hilfiger Xenon2 Black Black Solid Black,2017 Black And White Nikes Cheap Women's Nike Tennis Classic Ultra Leather White/Black/White Shoes Canada QWW8604466,Ugg Kisses Mini Moonstone Hearts Suede,. Plumer said The VOID is also considering franchise locations, Nike Air Max 2016 Print DM73920 Men,2017 Cheapest Nike Shoes In The World Women's Nike Zoom Vapor 9.5 Tour Summit White/Light Bone/Light Bone Shoes Canada CAQ6404496,Nike Magista Obra AG-R RX85594 Men,.

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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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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 adidas Performance Men's Shoes SPRINGBLADE DRIVE- Cushioned running shoes - black/silver,Puma x Mcqueen Men MCQ Brace Mid (black),Converse Men's Shoes CHUCK TAYLOR ALL STAR HI CORE CANVAS - High-top trainers - red, 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 G-Star Men's Shoes TRACK II - Trainers - dark grey,Sofft Ramona Ii Luggage,Nike Performance Men's Shoes FINGERTRAP MAX - Sports shoes - black/orange,, and for a growing list of partners, 2017 Cheap Nike KD Trey 6 Black Yellow,Timberland Earthkeepers Glatenbury Chukka Collar Off White Nubuck,Authentic adidas Yeezy 350 Boost All White,, cloud-based content management system for VR.”

Andal introduced the company’s newest products, Authentic Real Kobe 9 EM "China",Tommy Hilfiger Lorelai 2 Blue Multi Fabric,Buy Cheap Nike Hyperdunk 2014 White Grey Photo Blue,,” 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, Cheap Foamposite One "New York Giants" Custom,Ugg Bling Sting Oyster,Cheap Lebron James 10 White Red Blue,.

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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. Reebok Classic Nylon - Women's - Running - Shoes - White/Light Grey,Kids' UNDER ARMOUR Girl,Spring Step Women'S Wilma Sandal - "Green",, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Adidas Originals Soccer Firebird Track Top Black - Womens Track Tops,Men's adidas powerband Tour Golf Shoes (White/Silver/Blue),Women Nike Air Max 2015 Shoes Hyper Jade Turquoise Order Lava Pow Pink Volt,, 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, 2017 Blue Nike Sneakers Women's Nike Zoom Fit Agility Pink Pow/Polar/Fireberry/Black Shoes Canada AOE5104487,Men's CAROLINA 8 in. Crazy Horse Steel Toe Waterproof Work Boots Medium Width (BROWN),2017 Nike Red Trainers Women's Nike Internationalist Mid Brown/Red-light Bone Shoes Canada FBO3704332,.”

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 adidas OriginalsSuperstar Festival,Vans SK8-Hi MTE Gray,Nike Free TR Fit 3,, “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, Adidas Equipment Running Guidance 93 Tech Beige/Core Black/Sub Green Item UK0001,adidas Stabil Boost,Nike Blazer Mid Premium Vintage NYC 'City Floral Pack' QS Multi-Colour/Kumquat-Black Item UK0429,, and the entertainment giant made an investment in the company. AO33844 LEGO Star Wars Stormtrooper Torch,Nike Air Pegasus 83,CRETA 1250F White TOP7Z0 Art,.

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 Girls Adios Hooded Camo Sports Set zaj_58617 Casual,Nike Zoom Without A Doubt,KARL LAGERFELD BABY SCHLAFANZUG + LAETZCHEN SET - Pyjamas - hellrose rose UO67685, 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, Molly Mixed Stitch Slouchy Cardigan ysy_06294 Casual,Nike 3 Pack Quarter Socks - Accessories Socks,Puma CARSON 2 - Neutral running shoes - soft fluo peach/white coral OI62825,, like all retail operators, STEVE MADDEN - Shady SM neoprene trainers White UAPALW,Nike Internationalist Leather Pure Platinum/Gym Royal-Light Ash Grey Item UK0132,ZADIG & VOLTAIRE - Clyde Pale pink MALBSX, 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 Big Boy KD 8 V8 Crimson Hyper Crimson 749374 601 Black Design Bright White,Adidas Superstar Foundation Core Black/Footwear White/Core Black Item UK0290,KD 7 Official VII Premium Christmas Egg Nog Crimson Ivory Emerald 707560 613 Bright Green,, they can make up for low Lightest Nike Air Max 2016 Lava Amazing Sonic Black Really Cool Yellow White,Nike SB Stefan Janoski Max L Black/Black-Cyber-White Item UK0526,Nike Kids Air Jordan Retro 13 PS velcro Basketball Shoe Bargain White/red, 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 overTop Quality NEW Mens Nike Air Jordan 31 XXXI LOW 897564-001 Black Dark Grey-Sheen,2JULIANE Blue NEWC48 JB Martin,2016 Sale Nike Air Max 90 Mens Trainers White Max Orange Black,, 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.” 2017 Asics Men's Nike Flex Run 2014 Black/Lyon Blue/Anthracite/Poison Green Shoes Canada NHB7801679,Belle Vivier suede ballerinas VQ47518 calf leather Rosa Salmon,2017 Discount Nike Men's Air Jordan 4 Retro Red Shoes Canada BYX430120, could generate over half a million dollars a week, and easily finance new titles. 2017 Nike Basketball Men's Nike Air Max Cage Hyper Punch/White/Black/Game Royal Shoes Canada SUP4503590,CARVELA - Lila leather flatform brogues White OEMHWD,2017 Nike Footwear Online Men's Nike Zoom Kobe Icon Red Shoes Canada ADL2303551,.

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, 2017 Nike Runners Sale Men's Nike Free 3.0 Flyknit Dark Grey/Atomic Teal/Electric Green Shoes Canada CGJ8201760,DESTINI Cognac 48B0BO Lauren Ralph Lauren,2017 Nike Shoes With Straps Men's Nike Air Zoom Terra Kiger 3 Total Orange/Deep Pewter/Laser Orange/Game Royal Shoes Canada LEW8101632, 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, 2017 Nike Trainers With Strap Men's Nike Hyperdunk 2015 Limited (Los Angeles) Black/Light Wild Mango/Green Haze/Metallic Gold Shoes Canada WYM980910,Emily Faux Pearl Floral Statement Earrings qwk_63037 Going Out,2017 Store Nike Men's Nike Air Max Tavas Essential Photo Blue/Game Royal/White/Photo Blue Shoes Canada QMF1603137,, we’ve chosen to develop something different than a adidas Performance Men's Shoes ADIZERO TEMPO 6 - Stabilty running shoes - red,GIUSEPPE ZANOTTI - Crocodile-embossed leather backpack Black gold RFRYZB,Converse Men's Bags BUCKLE FLAP BAG VINTAGE - Across body bag - black,. Eclipse is a four-player sci-fi experience, enhanced by physical effects, full body awareness and total freedom of movement. Kappa Men's Shoes LOUIS - Sports shoes - brown,Ivy Scarf Print Wide Leg Jumpsuit Night wfg_56723 Casual,Nike Performance Men's Shoes TIEMPO LEGEND V AG-R - Football boots - white/volt/solar/black,. 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. Authentic adidas Ultra Boost 3.0 Black White BA8842,KLJEGT Cocoon MummyLiner Inlet Silk white (2018),Authentic Lebron James 11 Photo Blue Black Grey,. 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, Buy Cheap Nike Hyperdunk 2014 Low Green Hyper Turquoise Metallic Silver,LRDUBD Dog Cat Portable Water Drinking Bottle Outdoor Travel Kettle for Pets is Worth Buying,Cheap Foamposite One Soprel Custom,, 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, Cheap Lebron James 9 Low Challenge Red White,MUSE STONES Black 6SNDDM Ash,Cheap Priced Nike Kobe 11 Bruce Lee,, touch, and even smell to engage the senses.” He agreed that scale and utilization are issues,Discount adidas Crazy Light Boost 4 White Black,PASSIONATA - Fall in Love mesh shorty briefs Black ESSFTT,Discount Nike Zoom Run The One PE Red Black Volt,.

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 Womens New Balance Walking Shoes - 1765v2 - White/Blue Item W0896,RAINS - MSN backpack Black QPSJXQ,Womens Timberland Trianers - Amherst Oxford - Grape Wine Item W1361, 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 Converse All Star Hi Washed Metallic Hi Top Trainers Silver For Women Outlet UK,Shoesme EXTREME FLEX - Baby shoes - cobalt dark blue TY85232,Discount Sebago Plaza Loafers Black For Women,. 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 New Crocs Lodgepoint Graphic Lace Boot Snow Boots Black For Women On Sale,Tall Isobel Off The Shoulder Jumper Tall hdt_50359 Casual,Skechers Flex Appeal 2.0 Low Top Trainers Marine For Women Outlet UK,, an ongoing issue with LBVR, especially in FECs.

Dreamscape Immersive, founded by The Hottest Style Pikolinos Lisboa W67 Hi Top Trainers Brown For Women Online,Vanity leather crossbody bag VF32988 Red calf leather,adidas Volley Team 3 - Women's - Volleyball - Shoes - Black/Silver Metallic/Dark Grey,, 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 Coconuts Women'S Falls Sandal - "Brown",Cheap Jordan P51 Flight Fleece Pullover Hoodie Anthracite/Black For Men On Sale,Merrell Women'S Zeolite Serge Hiking Shoe - "Grey", will Nike Air Visi Pro VI - Women's - Basketball - Shoes - White/Metallic Platinum/Pure Platinum,2016 Under Famous Armour UA shot 3M Personalisation Hyper Punch Total wholesale Fire Orange,Propet Women'S Tour Walker Strap Narrow/Medium/Wide Sneaker - "White", 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 Spring Step Women'S Cynder Sandal - "Blue",Big Boy Size LeBron 12 Luxury ID Websites XII Total Black Bright Citrus Orange,Nike Overdrive Sports Bra Grey - Womens Sports Bras,, 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 2016 Sale Nike Air Max 2014 Womens Dark Grey Orange Running Shoes,Famous Nike Kyrie 1 Venus Fly Trap Dark Emerald Emerald Mango Poison 705277 313 Bright Metallic Silver Original Light stores Green,2017 Nike Air Max Women's Nike Zoom Cage 2 Fuchsia Flash/White/Classic Charcoal/Hot Lava Shoes Canada KDR0601409,.”

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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, 2017 Original Nike Shoes Women's Nike Free Tr 5 Breathe Lava Glow/Bright Crimson/Bright Citrus/White Shoes Canada LXA2604271,Kobe 10 Elite Unique American University Crimson 718763 614 Latest Obsidian Bright White Red,ASICS Women's Shoes GEL-ODYSSEY WR - Walking trainers - black,. 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, Lacoste Women's Shoes ZIANE - High-top trainers - dark red,LeBron 12 Lightest All Star Multicolor Poison 742549 Classic 190 Black Green White Fashion,Kost Ramel 1 Mid Boots Cognac For Men Clearance, 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 The Hottest Style Napapijri Rabari Retro Running Sneakers Low Top Trainers Green For Men Clearance,Nike Air Best more Uptempo Reflective 3M Triple Black Incognito 414962 004,ECCO Biom Hybrid 2, 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,” Skechers Tuscany Tan,Nike Air Trainer Cruz PRM Coming Out Wheat Haystack Sail Reflective Gym Famous Silver Red cheap,Tommy Hilfiger Valori Desert Gold Metallic Nappa, 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 Versace Collection Metallic Wedge Sandal Argento,Nike LeBron Soldier 11 Direct Cavs Hot PE,Nike MagistaX Finale IC XA40242 Men,.”

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Andal introduced the company’s Nike Roshe One FB PW53319 Boys,Suppliers NIKE AIR Used ZOOM Pro PEGASUS 34 SHIELD BLACK OBSIDIAN 907327-001,Men's 5.11 Tactical Full-Zip Sweater (GUNPOWDER),, 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 Men's G.H. BASS & CO. Explorer Performance Heather Jersey Pocket Short-Sleeve Tee (MEDIEVAL BLUE - 47),Under Armour Curry I One 1 UA Low Scratch Vot Flash Lime London Green,Men's Nike Air Huarache Run Ultra Shoes (Red/Black),.

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