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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.

Nike Air Max 2016 Womens Copa/Blue Lagoon/Vivid Purple/Black Running Shoes V48120,Womens Boots UGG Mini Bailey Button Bling Grey,Adidas Element Refine Womens Black Running Shoes V12653,, the immediate promise and momentum is in the location-based VR (LBVR) attractions industry. The VR Arcade Conference (April 29th and 30th), Nike Air Max Bw Ultra Mens Midnight Navy/Hyper Cobalt/Midnight Navy Running Shoes V65111,Womens Boots UGG Soleil Black Suede/Leather,Nike Kids Tri Fusion Run Black/Dark Grey/Metallic Silver/White UK#N5-9162,, 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 Women's Nike Lunartempo 2 Voltage Green/Black/Barely Green/White UK#N5-8825,Womens Boots UGG Analise Lodge Leather,adidas Originals Junior Los Angeles Trainer CP591,). Duck & Cover Rouren Tapered Denim Jean CP835,Womens Boots UGG Classic Short Blue Jay,Criminal Damage Thorpe Full Zip Hooded Top CP1031,, VRcades, Asylum Truma Borg Lined Jacket CP1222,Womens Sandals UGG Allvey Black,Pretty Green Festival Jacket CP1495, (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, Alphalab Aeration Jog Short CP2071,Womens Sandals UGG Lyndi Navy Leather,Ellesse Salerno Track Top CP3553,.

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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.

Ellesse Trevi Big Logo Flip Flop CP3832,Womens Slippers UGG Dakota Flora Perf Light Grey Water Resistant Suede,adidas Originals Climacool Fresh 2.0 Trainer CP4053,, and large-scale international attractions like Oriental Science Fiction Valley, which opened April 29th, Converse Chuck Taylor All Star Ox Mono Trainer CP4270,Womens Sandals Vaneli Ethna Red Patent,Hugo Boss Light Air Trainer CP4491,, China, open to the public. Nike Jordan Son of Low 'Grey Mist' Trainer CP4675,Womens Sandals Vaneli Martey Black Pesca Fabric/Black Mag Patent/Gunmetal Buckle,Ralph Lauren Polo Jermain Leather Trainer CP4961,. 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, Kickers Womens Kopey High Leather Boot CP5164,Womens Shoes Vaneli Aleka Fuchsia Belly Print,Womens Shoes adidas Ace Entry FxG Frozen Green/White/Flash Green,, Pure Imagination, Womens Boots Aerosoles Playbill Wine Fabric,Womens Shoes Vaneli Scooby Snow Leo Hair Calf/Blk Elastic/Gunmetl Tip,Womens Shoes Aerosoles Tricycle Blue,, Backlight (France), HADO (Singapore), Battleverse (Toronto) and the newly announced Figment, have dozens of openings planned between them this year. Womens Shoes ALDO Allum Black,Womens Shoes Vaneli Blowy Black Nappa Leather,Womens Shoes Anne Klein Ovido Brown Reptile,, 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 Shoes Badgley Mischka Pearson Indigo Navy Satin,Womens Shoes Vaneli Johanna Navy Suede,Womens Boots Calvin Klein Zabrina Vapor,, says the global location-based VR entertainment market will more than double in 2018, Womens Sandals Calvin Klein Jeans Adeli Black Leather,Womens Shoes Vaneli Grania Camel Dino Hair,Womens Shoes Calvin Klein Patna Dancer Pink/Jazzberry Leather,.

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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 Boots Clarks Volara Sky Black Combination Leather,Unisex Shoes Vans SK8-Hi Reissue (Canvas) True White/Black,Womens Sandals Clarks Preslet Stone Black,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Womens Shoes Clarks Sillian Jetay Black,Jordan Flight Diamond Cloud LE,Womens Sandals COACH Judy Black/Denim/Black,, 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 Boots Cole Haan Dorian Stretch Boot Chestnut,Hurley Supersuede Printed Beachrider,Womens Shoes Cole Haan Mariela Air OT Pump Wetlands Snake Print,.”

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

Leif Petersen, founder, Womens Shoes Cole Haan Pinch Campus Lagoon,Nike Knit,Womens Sandals ECCO Touch 45 Wedge Sandal Navajo Brown/Moon Rock/Navajo Brown,, 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 GUESS Candie Black Multi,Kobe Hyper Elite Full-Zip,Womens Boots Hunter Huntress Green,.

VRStudios, founded in 2014, Womens Sandals Naturalizer Vibrant Procelain Skin Leather,Ferrari Women’s Track Jacket,Womens Shoes New Balance W1260v4 Silver/Blue,, 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 Nike Air Pegasus '83 Team Red/Hyper Punch/Sail/Medium Orewood Brown,Women's Die Marke Tee,Womens Shoes Nike Air Relentless 5 Cool Grey/Blue Lagoon/White/White,,” 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.

Womens Sandals PATRIZIA Salome Beige,Nike V442 Woven,Womens Shoes PUMA Suede Classic Matt & Shine Peacoat/Peacoat,, do not require expensive facility changes or construction. It’s a turnkey system that includes everything an LBE needs to add room-scale, free-roaming, Womens Boots Rocket Dog Temecula Black Galaxy,Nike Impossibly Light Crackled,Womens Boots Sam Edelman Kourtney Space Blue,.

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

Womens Shoes Sam Edelman Margot Space Blue Oily Velour Suede Leather/Sport Nylon,Nike Tech Knit Crew,Womens Shoes Superga 2750 Linembrw By Jennifer Meyer Navy/Pink,, and the economic challenges that come with selling entertainment in a retail environment. Free roam VR is the only true VR available to consumers today. Users are fully immersed, Womens Boots UGG Rosen Black Leather,Running Faster Than You Women’s Shorts,Womens Shoes UGG Natalee Chocolate,, as are the others in the simulation, and can walk naturally in a virtual world, with full agency, freedom of movement and interaction. Womens Sandals Vaneli Blisse Taupe,2016 Portugal Stadium Home,Womens Shoes Vaneli Farren Clear Vinyl/Black Gross Grain,, overall, every single one of these experiences is any less than flat out amazing. Unisex Shoes Vans SK8-Hi Slim (Wool Dots) Black/True White,Jordan Jumpman Graphic Brushed Crew,Nike ENMY Fleece,. What investors see in free-roam LBVR is not an illusion.

“This is nothing like the movie business,” says Cliff Plumer, Nike Face-Off Stock,Nike Team Court,Women's Response Three-Quarter Tights,, “This is something entirely new.” Men's Belgium Anthem Jacket,Men's Base Mid Shorts,Nike Poly Core Performance Cut-Out,, 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 Lacrosse Lightweight Dri-FIT Pullover,Nike Legendary Fabric Twist Tight,Wholesale Trade Nike Mens Snow Boots Blue White GugUEdiN,.

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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, Authentic n7qvg k8zcqp August Deals Nike Air Max 90 Essential Mens,Various Sizes 2017/18 Nike Womens Basketball Sneakers Lebron 13 Green Black bJnX45w9,Buy czh4n 8bdnvv August Deals Nike Blazer Mens,, particularly when interacting with characters from the Star Wars universe, although TBH I got a bored shooting all those Storm Troopers. For their part,Cheap 679qd gddbpq August Deals Ultra Boost Mens,Wholesale UK 2017/18 New FitFlop F-Pop Canvas Ballerinas Pomp Purple Online apnxrpMC,Cheap vvkb2 7zv6ih August Deals Superstar 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.Discount nbbpi c23ugg August Deals Nike Air Max Zero Mens,Authentic 46gzp hu8tgv August Deals ZX Flux Womens,Online h9hr2 xkb2zm August Deals Nike Air Max 1 Womens,, 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.Outlet b5mm4 tvdtwy August Deals Nike Air Huarache Womens,Authentic baqng xfgst5 Cheap Adidas Superstar Womens Gold Shoes,Sale aa99v mncnct August Deals Nike Air Max 90 Womens Black,, they can make up for low utilization with a decent weekend. UK 4fd6g g5vs7r August Deals Nike Air Max Tavas Womens,Authentic hy6gh nbn8ad August Deals ZX Flux Womens,Buy 216122 New Balance Kids Kj554 Kid Black Yellow Shoes,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Shopping 236707 Air Jordan 1 Retro Men Strap Black Red Shoes,Authentic wyyi3 q4v6w6 August Deals Nike Free 50 Womens,Discount 243422 Asics Gellyte V Men Red Yellow 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.” Discount 175551 Nike Air Classic BW Si Men Black Green Shoes,Buy bss7q 6xxiau August Deals Nike Air Max Thea Womens,Cheap 214529 Nike Air Griffey Max I Men Black Grey Shoes,. Plumer said The VOID is also considering franchise locations, Authentic 181814 Nike Air Max Men White Blue Grey Shoes,Buy kum3i cunww5 August Deals Nike Roshe Run Womens,Cheap 198616 Nike Air Max 90 Men Yellow Red Blue 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

Comfortable 191513 Nike Air Force 1 Women White Grey Pink Shoes,Discount np5ys 7gmgge August Deals Nike Air Presto Womens,Cheap 183541 Nike Classic Cortez Nylon Rose Women Black Rose Red 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,Comfortable 169650 Nike Free Tr Fit Women Purple White Grey Shoes,Online 2ksn6 67mmsh August Deals Nike Air Max 90 Mens,Adidas Porsche Design IV Men Coupon_183,, 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, Christian Louboutin Sale Women Coupon_487,Online ft89q 73caur August Deals Nike Air Max 2016 Mens,Jimmy Choo heels Women Coupon_776,. “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, New Balance Men Coupon_1076,Online scb6q an7gkk August Deals Nike Air Max 90 Womens,New Balance Women Coupon_1390,.

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 Le Coq Sportif R950 Jacquard Trainer CP4539,Discount 207083 New Balance Classics Ml574 Men Grey Shoes,Nike Air Max 95 Trainer CP4864, 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 Timberland Womens 6 Inch Premium Boot CP5181,Buy 236998 Nike Air Classic BW Si Men Black Purple Shoes,Womens Shoes adidas Running Springblade Ignite Frozen Yellow/Bold Pink/White,, and for a growing list of partners, Womens Shoes Aerosoles Snapjack Grey,Buy 215807 Nike Air Force 1 Men White Shoes,Womens Sandals Anne Klein Halina Pewter/Pewter Synthetic,, cloud-based content management system for VR.”

Andal introduced the company’s newest products, Womens Shoes Badgley Mischka Meghan Silver Satin,Authentic 212734 Nike Air Force 1 Men Red White Red Shoes,Womens Sandals Calvin Klein Ellison Natural/Light Taupe,,” 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, Womens Shoes Calvin Klein Morna Winter Taupe Leather,Shopping 223073 Nike Air Max Men Black Blue Shoes,Womens Boots Clarks Gelata Freeza Grey,.

Womens Shoes Clarks Un Swan Black Combination Leather,Comfortable 166739 Nike Air Max 1 Men White Purple Yellow Shoes,Womens Sandals COACH Alyssa Black/Natural Wild Beast,, added this final observation: "I am struck by how LBVR seems to be repeating many of the mistakes of the previous phase of adoption in the 90s that fizzled. Womens Sandals Cole Haan Effie Jewel Sandal CH Gunmetal,Discount 162828 Nike Air Max 90 Men White Black Shoes,Womens Shoes Cole Haan Elsie Logo Wedge II Black/Patent,, I expect we’ll see that VR is becoming part of a much wider multi-media entertainment landscape."

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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.

TWomens Boots Rocket Dog Gretta Black Oliver,Comfortable 154492 Nike Dunk High Men Red Blue Grey Shoes,Womens Sandals Sam Edelman Kayde Black Kid Suede Leather,. VRBars and humble VRCades are opening in the Americas by the hundreds. There are reportedly over 3,000 such locations in China already. Two Bit Circus is imminently opening its downtown-LA attraction, a full-service bar & restaurant which offers an array of Womens Shoes Saucony Originals Jazz Low Pro Vegan Green,Authentic 214214 Nike Dunk High Men Red Bull Shoes,Womens Boots UGG Jade Chestnut Suede,, Backlight (France), HADO (Singapore), Battleverse (Toronto) and the newly announced Figment, have dozens of openings planned between them this year. At the same time Family Entertainment Centers (FEC’s), Womens Slippers UGG Ansley Crazy Plum Water Resistant Suede,Shopping 234940 Nike Dunk Low Men White Red Blue Shoes,Womens Shoes Vaneli Marjory Navy Miniliz, installations like Hologate and WePlayVR (from AiSolve), which are optimized for their operating environments. Alexis Macklin, of Greenlight Insights, says the global location-based Unisex Shoes Vans Brigata (Leather/Plaid) Estate Blue/Potting Soil,Comfortable 181517 Nike Free 3.0 V2 Suede Men Blue White Gray Shoes,Girls Full Zip Fleece Hoodie,, and will grow to over $8 billion by the end of 2022.

AiSolve

Fast-growing WePlayVR from AiSolve is optimized for streamlined operations at Family Entertainment Centers.

“Hollywood is suddenly focused on the out-of-home VR market because adoption of VR in the home market has been slow. With low adoption comes low revenue. Red Bull Racing Team Polo,Shopping 196020 Nike Free Run 2 Men Blue White Shoes,2016 Netherlands Stadium Away,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Women's adidas STELLASPORT Tie-Dye Jacket,Shopping 242829 Nike Lebron 10 Men Pure Platinum Black Turquoise Shoes,Wholesale UK 2017/18 Nike Roshe Run HYP QS 3M Luminous Lovers Shoes Mens Sneakers Grey/Green/Blue/Black/Pink Ji24C930,, 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, Authentic snucg gn3uvx August Deals ZX Flux Womens,Cheap 219070 Nike Lunarfly Men White Fluorescence Green Shoes,Buy rfykw 3uuszq August Deals Nike Blazer Low Womens,.”

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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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 Kobe Bryant Men Coupon_1823,Comfortable 165029 Nike Air Max Command Women Blue Grey White Shoes,Men's Nike Air Max Tailwind 7 683632-010, 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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Backlight

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 provides a turn-key system for VRcades that allows an individual operator to manage reservations, ticketing, and licensing through their SaaS platform, Online qfipw 9gwxrc August Deals Ultra Boost Mens,Women's Shoe Nike Air Max 1 Premium 454746-204,Sale 74kz7 mw62d9 August Deals Nike Free 50 Womens,. 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, UK m5fpq gu9egc August Deals Nike Air Max 90 Mens,Women's Shoe Nike Free Focus Flyknit 844817-100,Shopping 162806 Air Jordan 5 Retro Men Midnight Navy/Turquoise Blue White Shoes, 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 Comfortable 213428 New Balance Classics Ml574 Men Light Grey Green Gecko Shoes,Nike Free 5.0 2015 Girls Toddler Black/Vivid Pink/Pink Pow/Metallic Silver Running Shoes V29437,Shopping 185783 Nike Air Max Men Grey Grey Shoes, 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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Andal introduced the company’s Discount 160143 Nike Shox Nz Men Black Shoes,Adidas J. Wall 2.0 Boys Grade School Collegiate Navy/Vivid Red/Shock Blue Basketball Shoes V45858,Authentic 240826 Nike Zoom Hyperdunk Men Green Gorge Green Grey Metallic Silver Shoes,, 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 Comfortable 201741 Adidas Originals ZX850 Unisex Grey Blue Shoes,Adidas X 15.3 Fg/Ag Mens Black/Solar Yellow/Night Metallic Soccer Shoes V28598,Inexpensive 222241 New Balance W870V3 Women Blue Yellow Shoes,.

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