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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. Womens Shoes PUMA Pulse XT Sport White/Sulphur Spring,NIKE LUNARTEMPO Total Orange/White/Black/Lyon BlueWomens Shoes Reebok DMX Lite Alloy/Seafoam/Green/Coal/White,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Womens Sandals Rocket Dog Portia Silver You Fancy,NIKE MERCURIAL SUPERFLY FG White/Black/Hyper Pink/VoltWomens Boots Sam Edelman Arizona Seashell Pink Kid Suede Leather,, 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 Shoes Sam Edelman Ivy New Nude Leopard,Nike Roshe One - Men's Midnight Navy/White/BlackWomens Shoes Saucony Type A6 White/Blue/Pink,.”

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

Leif Petersen, founder, Womens Shoes Superga 2750 Velvetolmow Batik Blue/Brown,NIKE SFB FIELD 8" Coyote/CoyoteWomens Boots UGG Thomsen Stout,, 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 UGG Lodge Moonrise Suede,NIKE SB STEFAN JANOSKI MAX SUEDE Blue Graphite/Pink Pow/MetallicWomens Boots UGG Collection Stella Grigio Leather,.

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

Nike Training Fleece,Women's Shoe Nike Air Huarache Ultra 819151-002Nike Tech Knit Crew,, 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, Women's Germany Graphic Tee,Women's Shoe Nike Air Max Sequent 719916-016Air Jordan,, as are the others in the simulation, and can walk naturally in a virtual world, with full agency, freedom of movement and interaction. Men's Ultimate Tee,NIKE FREE SB Gym Blue Force/Blue Lagoon/Sail/BlackUK Sale Nike Air Yeezy 1 I Mens Shoes Coffee jz0Z7mEf,, overall, every single one of these experiences is any less than flat out amazing. Wholesale UK Nike Air Max 1 Women's Running Shoe Filament/Green-Lemon 5dXNdZmC,NIKE ROSHE RUN Bright Crimson/Team Orange/White/Bright CrimsonAuthentic afx53 xdy9ay August Deals Nike Air Max 1 Womens,. What investors see in free-roam LBVR is not an illusion.

“This is nothing like the movie business,” says Cliff Plumer, Authentic vg8wu i9vpb9 August Deals Nike Air Max Tavas Womens,Women's Shoe Nike Air Zoom Pegasus 33 Shield 849567-002Buy dp828 ggdyyg August Deals Nike Air Max 90 Womens,, “This is something entirely new.” Buy y8ccq kiq6bh August Deals Nike Free Run 2 Womens,Women's Shoe Nike Air Zoom Vomero 11 818100-405Cheap f8bq4 rm25bx August Deals Superstar 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, Cheap zexrr 7adsux August Deals Nike Air Max 90 Womens Pink,Women's Shoe Nike Free TR 6 833413-002Discount hgxqp gm7utg August Deals Nike Air Max 1 Ultra Moire 1 Womens,.

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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, Discount ykgpa eekwxn Cheap Adidas Superstar Womens Gold Shoes,Women's Shoe Nike Free Transform Flyknit 833410-600Online kxisi zm2e2v August Deals Nike Air Max 90 Womens Red,, particularly when interacting with characters from the Star Wars universe, although TBH I got a bored shooting all those Storm Troopers. For their part,Outlet 9faa2 fz8h43 August Deals NMD Mens,Women's Shoe Nike Roshe One Hyperfuse Premium Textile 833827-100Outlet w5gf3 vmi23u August Deals ZX 700 Womens,, 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.Sale gw94k evyz5x August Deals Nike Air Max 90 Essential Womens,Women's Shoe Nike LunarTempo 2 849815-600UK 3gfzg ugpdrk August Deals Nike Blazer Low 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.UK tucc6 34nxd7 August Deals Nike Air Max 1 Womens,Women's Shoe NikeCourt Zoom Cage 2 705260-413Buy 210716 Adidas Originals Lifestyle Men Red Blue Shoes,, they can make up for low utilization with a decent weekend. Authentic 239832 Air Jordan 4 Retro Men Black/Black Grey Shoes,Nike Flex Fury Boys Toddler Black/Volt/Flash Lime/White Running Shoes V30245Buy 226892 Air Jordan XXI Men Red Black Silver Shoes,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Buy 182636 New Balance M1400 Men Blue Green Shoes,Nike Air Max 90 Boys Preschool Black/Cool Grey Running Shoes V15176Discount 240973 Nike Air Flightposite 1 Men Purple Black 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.” Buy 190293 Nike Air Force 1 Men White Brown Shoes,Nike Cortez 07 Boys Preschool White/University Red Running Shoes V94631Authentic 244346 Nike Air Max Men Black White Shoes,. Plumer said The VOID is also considering franchise locations, Shopping 195045 Nike Air Max 90 Men White Black Shoes,Adidas Crazy 8 Boys Grade School Solar Zest/Blast Purple/White Basketball Shoes V78591Discount 152945 Nike Air Max 91 Men Black Shoes,.

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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.

Adidas Springblade Women Coupon_329,Adidas D Rose Lakeshore Mens White/Black/White Basketball Shoes V88827Christian Louboutin Sale Women Coupon_529,. Founded in 1982, with 113 locations throughout the US, D&B is the only large-scale operator in the growing segment. Perhaps you’ve seen their recent commercials, which offer ten dollars of free gameplay with a meal. During the day, with the bar empty, Jimmy Choo Pumps Women Coupon_794,Adidas Element Refine Mens Onix/Infrared/Black Running Shoes V67673New Balance Men Coupon_1001,, D&B is able to maximize its utilization. They have experimented with high-end VR in the past and operated Battletech’s vehicle-based simulators for almost ten years (1996-2006) but on a panel at FOiL, Kein Bachus, D&B’s SVP for Entertainment and Games Strategy, said the company is focused on plug-and-play experiences that do not require operators, New Balance 574 Men Coupon_1225,Adidas Pure Boost Zg Mens Mid Grey/Grey/White Running Shoes V64132New Balance 1400 Women Coupon_1402,, is backed by Warner Bros., Nike Derrick Rose Men Coupon_1670,Adidas Supernova Boost Glide 7 Mens Grey/Metallic Silver/Flash Lime Running Shoes V56835Men's Basketball Shoe Air Jordan XXXI N7 854272-003,, 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. MEN'S NIKE AIR ZOOM ELITE 8 101 806537-001,Adidas Voloomix Mens Clear Onix/Black Slippers V45046Men's Nike ZOOM ROTATIONAL 6 685131-002,, Alien Zoo, Men's Shoe Air Jordan 9 Retro 302370-121,Adidas Barricade 8+ Mens White/Black/Clear Onix Tennis Shoes V87545Men's Shoe Nike Air Max Mercurial 98 850649-470,. “People will visit a unique place once to try it out but will keep coming back and bring their friends to try new experiences.  Our focus at Dreamscape is on immersive storytelling. Of course, since we need a place for our experiences to happen, we are building high touch, premium venues. But our core product is IP. Creative and technical IP. Men's Shoe Nike Kobe Mamba Instinct 852473-400,Adidas Powerlift Trainer 2 Mens Grey/Solar Green/Solar Blue Training Shoes V57020Men's Shoe NikeCourt Air Zoom Ultra React 859719-700,,” Vaughn told me. “We intend to prime the waterfall to the home when we open our first location.  We have some clever ideas how to connect physical venues and the home.”

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Springboard VR

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

“We see the strong appetite for Nike Air Max 95 Womens Metallic Hematite/Black/Anthracite Running Shoes V63347,Nike Zoom Elite 8 Mens Blue Lagoon/Copa/Game Royal/Black Running Shoes V39802Nike Lunareclipse + 5 Womens Black/Pure Platinum/White Running Shoes V24860, 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 Nike Kids Sunray Adjust 4 Black/Bright Crimson/Gym Red UK#N5-9455,Adidas Superstar Up Strap Womens White/White/Black Basketball Shoes V95087Hype Speckle Backpack CP69,, and for a growing list of partners, Nike Junior Air Force 1 Low Trainer CP645,Adidas Energy Boost 2 Womens Solar Blue/Tech Grey Metallic/Solar Metallic Running Shoes V76194Jack & Jones Stan Osaka AT003 Jean CP881,, cloud-based content management system for VR.”

Andal introduced the company’s newest products, UCLA Shrader Tape Hooded Top CP1173,Adidas Supernova Glide 5 Womens Black/Neo Iron Metallic/Blast Purple Running Shoes V22721Jack & Jones Union Vintage Parka CP1415,,” 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, Brave Soul MST Palm Beach Cargo Short CP2088,Adidas Pure Boost X Trainer Womens Black/Sun Glow/White Training Shoes V29111EA7 Train Core Track Suit CP3593,.

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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. Womens Shoes Cole Haan Zerogrand Maryjane Black Neoprene/Mesh,Nike Kids Jr Mercurial Pro IC Soccer Bright Crimson/Hot Lava/Black UK#N5-9348Womens Sandals ECCO Damara Strap Sandal Alusilver,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Womens Shoes ECCO Sport Biom Train Black/Morillo,Women's Nike Zoom Fit Wolf Grey/Pink Foil/White/Hot Lava UK#N5-9334Womens Boots Naturalizer Britta Black Smooth,, 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 Naturalizer Utopia Pueblo Natural Smooth,Women's Nike Free 5.0 Flash Black/Cool Grey/Pure Platinum/Reflect Silver UK#N5-9063Womens Shoes New Balance WX811 White/Grey,.”

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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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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With a single stage accommodating only four participants at once, Buy 224293 Air Jordan 5 Retro Men Black Fluorescent Green Shoes,The North Face Sangro Jacket CP1520Discount 236490 New Balance Classics 574 Men Blue Blue Shoes,, like all retail operators, Inexpensive 167577 Nike Air Force 1 Men White Grey Blue Shoes,Jack & Jones Button Bush Shoulder Knit CP1822Cheap 178423 Nike Air Max Men Blue Pink Shoes, 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 Inexpensive 168668 Nike Air Max 90 Men White Black Red Shoes,EA7 Core Training Fleece Short CP2120Inexpensive 211933 Nike Air Max Tailwind Men White Green Shoes,, they can make up for low Cheap 161962 Nike Dunk High Men Purple Grey Shoes,Condemned Nation Primo Swim Short CP2299Shopping 242422 Nike Free 4.0 Men Royal Grey White Shoes, 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 overCheap 207475 Nike Lebron 12 Men Black/Bright Crimson White Shoes,adidas Originals Itasca Track Top CP3531Authentic 241092 Nike Roshe Run Men Brown Black White Shoes,, 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.” Shopping 243538 Nike Shox O Nine Men White Silver Shoes,Timberland Earthkeepers Groveton Alpine Hiker Boot CP3760Discount 213465 Nike Shox Rivalry Men Black Pink Shoes, could generate over half a million dollars a week, and easily finance new titles. Buy 239444 Puma Lazy Slip On Apricot Men Apricot Shoes,Clear Weather The One-O-One Shoe CP3894Comfortable 236775 Nike Roshe Run Unisex Grey Buff Shoes,.

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, Comfortable 213630 Nike Air Force 1 Women Shoes,adidas Originals Samba Suede Trainer CP3943Authentic 184679 Nike Dunk Low Women Anthracite White Rainbow 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, Discount 193024 Nike Zoom Kobe VI Women White Gold Shoes,adidas Originals ZX 500 OG Trainer CP4060Asics Mexico 66 Men Coupon_356,, we’ve chosen to develop something different than a Giuseppe Zanotti Sale Men Coupon_643,adidas Originals ZX Flux Trainer CP4164New Balance Men Coupon_1010,. Eclipse is a four-player sci-fi experience, enhanced by physical effects, full body awareness and total freedom of movement. New Balance 996 Men Coupon_1326,Asics Gel-Kayano EVO Trainer CP4245Nike Kevin Durant Men Coupon_1695,. 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. Men's Basketball Shoe Nike Zoom KD 9 843392-411,Creative Recreation Kaplan Mesh Trainer CP4363Men's Nike Basketball ShoeKD 8 749375-020,. 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, Men's Shoe Jordan Reveal 834064-020,Fred Perry Umpire Suede Trainer CP4455Men's Shoe Nike Free RN CMTR 831510-001,, 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, Men's Shoe NikeLab ACG Lupinek Flyknit Low SFB 853954-001,Nike LeBron XI Low Trainer CP4576NIKE FLYKNIT TRAINER CHUKKA SFB Blue Lagoon/Bright Crimson/Gym Red/Black,, touch, and even smell to engage the senses.” He agreed that scale and utilization are issues,Women's Shoe Nike Air Max 1 Essential 599820-024,Nike Air Max 90 Winter Sneakerboot CP4688Nike Flex Experience 4 Boys Toddler Black/Metallic Silver/Blue Lagoon/White/Volt Running Shoes V2238,.

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 Adidas Springblade Ignite Boys Grade School Solar Yellow/Silver Metallic/Collegiate Royal Running Sh,Nike Air Force 1 Trainer CP4809Adidas Pure Boost Reveal Mens Black/White/Clear Grey Running Shoes V33626, 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 Nike Air Zoom Structure 19 Mens Bright Crimson/Volt/Voltage Green/Black Running Shoes V42014,Oill Dublin Signature Trainer CP4884Adidas Supernova Boost Glide 6 Womens Neon Pink/Zero Metallic/Black Running Shoes V66138,. 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 Nike Flex Fury 2 Womens Chalk Blue/White/Concord/Racer Blue Running Shoes V43999,Reebok Furylite Trainer CP4996Men's Nike Air Max Tavas Pure Platinum/Cool Grey/Game Royal/Game Royal UK#N5-9140,, an ongoing issue with LBVR, especially in FECs.

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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, Womens Sandals Aerosoles Say-Yes Black Sparkle,Womens Sandals Aerosoles Water Power WhiteWomens Shoes ALDO Choewia Rose Gold,. 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, Womens Shoes Anne Klein AKQualified Black Multi Fabric,Womens Shoes Aerosoles Softball GreyWomens Shoes C Label Liberty-22A Fuchsia, 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 Womens Shoes Calvin Klein Breannia Cocoon,Womens Boots ALDO Yvesa Black LeatherWomens Sandals Clarks Tresca Track Blue, 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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