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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. Men's Nike Shoe Jordan CP3.IX AE 833909-016,Womens Shoes Calvin Klein Annika Antelope Microsuede,Men's Shoe Air Jordan 12 Retro Low 308317-004,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Men's Shoe Nike Air Max 2011 N7 845398-048,Womens Shoes Calvin Klein Lynsey Deep Navy Patent,Men's Shoe Nike Air Zoom Pegasus 92 844652-100,, 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, Men's Shoe Nike Presto Fly 908019-100,Womens Shoes Calvin Klein Nasha Black/White,Men's Training Shoe Nike Metcon 1 704688-664,.”

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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, Adidas Crazy 8 Boys Grade School Black/Bright Yellow Basketball Shoes V14804,Womens Sandals CARLOS by Carlos Santana Lacey Brulee,Nike Huarache Run Boys Grade School White/Black/Clay Orange Running Shoes V87309,, 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, Adidas D Rose 773 4 Mens Scarlet/Black/White Basketball Shoes V73823,Womens Boots Clarks Kelbrook Azizi Taupe Leather,Adidas Adissage Mens Dark Grey/Base Green/Light Brown Slippers V49168,,” 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.

Nike Juvenate Womens White/Pure Platinum Running Shoes V93491,Womens Sandals Clarks Image Crush Black Leather,Men's Nike Lunar Ultimate TR Premium Black/Dark Grey/Metallic Silver UK#N5-9613,, 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 Nike Golf Lunar Saddle White/Red Violet/Violet Shade UK#N5-9471,Womens Sandals Clarks Un Neema White,Flossy Infant Polka Plimsole CP515,, as are the others in the simulation, and can walk naturally in a virtual world, with full agency, freedom of movement and interaction. Converse Nursery Chuck Taylor All Star Ox Trainer CP731,Womens Shoes Clarks Palmdale Sands Black Leather,Creative Recreation Wilmington Lounge Hooded Top CP1013,, overall, every single one of these experiences is any less than flat out amazing. Brave Soul MJK Armour Parka Jacket CP1256,Womens Shoes Clarks Un Swan Black Combination Leather,Nike Bomber Jacket CP1475,. What investors see in free-roam LBVR is not an illusion.

“This is nothing like the movie business,” says Cliff Plumer, Converse Core Fleece Short CP2114,Womens Shoes Clarks Keesha Luca Nude Leather,FILA Paolo Half Zip Track Top CP3574,, “This is something entirely new.” Clear Weather One-O-One Shoe CP3903,Womens Boots COACH Sage Black/Cherry Rubber,adidas Originals Nizza Low Trainer CP4161,, The VOID opened a free roam “hyper-reality” simulation center featuring Star Wars: Secrets of the Empire, created with Disney’s ILMxLAB. Last year, Cruyff Santi Rip Stop Trainer CP4388,Womens Sandals COACH Camara Gold Matte Mirror Metallic,Nike MD Runner Trainer CP4575,.

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The VOID is another overnight success that took five years. Having perfected their "theme park in a box", The Void now features the the biggest entertainment brand in the world: Star Wars.

The VOID opened a new mall location in The Glendale Galleria in Glendale, Nike Flyknit Trainer Chukka FSB CP4855,Womens Shoes COACH Phoebe Black/Black Semi Matte Calf,Vans SK8-Hi Reissue Leather Trainer CP5111,, particularly when interacting with characters from the Star Wars universe, although TBH I got a bored shooting all those Storm Troopers. For their part,Womens Shoes adidas Duramo 7 Night Flash/Night Metallic/Solar Yellow,Womens Shoes COACH Erica Black Box Calf,Womens Boots Aerosoles Barricade Black Combo,, 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.Womens Shoes Aerosoles Tricycle Blue,Womens Shoes COACH Orlene Stone Calf Suede,Womens Shoes ALDO Newbrook Black Leather,, 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.Womens Shoes Anne Klein Yahaira Tweed Fabric,Womens Boots Cole Haan Tali Luxe Boot 40 Black Suede,Womens Boots C Label Liberty-16 Black,, they can make up for low utilization with a decent weekend. Womens Boots Calvin Klein Collena Shadow Grey Leather,Womens Sandals Cole Haan Air Melissa Buckle Thong Black,Womens Shoes Calvin Klein Brie Black Patent/Elastic,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Womens Sandals CARLOS by Carlos Santana Kaden Oceanic Blue,Womens Sandals Cole Haan Arlette Wedge II Black Leather/Chestnut Leather/Jute,Womens Sandals Clarks Palima Palm Black Leather, 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.” Womens Shoes Clarks Petula Viola Taupe Suede,Womens Shoes Cole Haan Bradshaw Pump 65 Maple Sugar Patent,Womens Sandals COACH Amel Black Rubber/Black Milk Sig,. Plumer said The VOID is also considering franchise locations, Womens Shoes COACH Olive Flint Sand Printed Snake,Womens Shoes Cole Haan Juliana Low Sling 45 Paloma,Womens Sandals Cole Haan Penelope Black Leather,.

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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

Womens Boots Sam Edelman Amber Black Leather,Womens Boots GUESS Adara Pewter Leather,Womens Shoes Sam Edelman Hurlie Bronze Shimmer Leopard Fabric, 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,Womens Shoes Superga 2311 Quilted Black,Womens Shoes GUESS Avocadoo Red,Womens Boots UGG Brielle Chestnut Leather,, 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, Womens Shoes UGG Antora Black Patent,Womens Shoes GUESS Aerra Bronze,Womens Sandals Vaneli Marlina Black Cabry Print/Gunmetal Buckle,. “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, Womens Shoes Vaneli Treise Cement Dixan Kid/Gold Ring,Womens Boots Naturalizer Johanna Wide Shaft Black Leather,Nike Vapor 1.0 Dri-FIT Unhemmed,.

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.

Nike Ace Melt Away,Womens Sandals Naturalizer Rhapsody Dark Brown Bronze Metallic,Women's Drip Trefoil Tee,. 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, Nike Racing Print,Womens Shoes Naturalizer Kipper Shrimp Cocktail Nubuck,TW VL Hypercool Fade,, 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, Women's adidas STELLASPORT Padded Sport Bra,Womens Shoes Naturalizer Kiara Mali Blue Nubuck/Ginger Snap Leather,Various Sizes Women's Nike Air Griffey Max Shoes in YyeQ68Dl,, is backed by Warner Bros., Authentic fqamg ipaui4 August Deals Nike Air Max 90 Essential Mens,Womens Shoes New Balance WLD5000 Silver/Spectrum Blue,Buy 52k98 fq34d4 August Deals Nike Air Max 90 Womens Orange,, 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. Buy wqmsr if4z8q August Deals Superstar Womens,Womens Shoes New Balance WXC700v3 Spike Blue/Purple,Cheap udw9w axccf7 August Deals Nike Air Huarache Mens,, Alien Zoo, Discount m29tf 957yig August Deals Nike Air Max 90 Mens White,Womens Shoes New Balance Classics WL515 Tropical Green Synthetic,Online hy693 w7z852 August Deals Nike Air Max 95 Mens,. “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. Outlet gch5f u5fygp August Deals Nike Air Max 90 Mens Blue,Womens Shoes Nike Match Supreme Print Black/White/University Red,Sale drcih tm2ccu August Deals Nike Air Max 90 Womens Blue,,” 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 Discount 181780 Nike Free Run 3 Men Grey White Green Shoes,Womens Shoes PUMA Pulse XT Sport White/Sulphur Spring,Authentic 157868 Nike Lebron 11 Men Purple Black Grey Shoes, 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 Inexpensive 186752 Nike Shox Conundrum Men White Grey Shoes,Womens Shoes Reebok Hexaffect Run 2.0 MT Fierce Fuchsia/Royal Orchid/Solar Yellow/White,Cheap 172001 Nike Shox R4 Men White Blue Shoes,, and for a growing list of partners, Cheap 224800 Nike Zoom Kobe V Men White Light Blue Shoes,Womens Boots Rocket Dog Tipton Brown Galaxy,Authentic 151563 Puma Life Series Men Grey Blue Shoes,, cloud-based content management system for VR.”

Andal introduced the company’s newest products, Inexpensive 215605 Air Jordan 4 Cat Women Black Cat Black Shoes,Womens Shoes Rocket Dog Tictoc Black Moonlight,Cheap 201108 Nike Air Force 1 Women Birch Beet Shoes,,” 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, Comfortable 165029 Nike Air Max Command Women Blue Grey White Shoes,Womens Boots Sam Edelman Paige Pink/Ivory Wayne Nubuck Leather,Inexpensive 176447 Nike Lunarmax Women Gray Pink Shoes,.

Adidas Bounce Titan V Women Coupon_299,Womens Sandals Sam Edelman Bonnie Classic Nude Talco Kid Leather,Christian Louboutin Sale Women Coupon_586,, 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. Jimmy Choo Sandals Women Coupon_898,Womens Shoes Sam Edelman Ciara Black Suede,New Balance 574 Men Coupon_1171,, 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.

TMen's Training Shoe Nike Train Quick 844406-002,Womens Boots UGG Bailey Bow Tall Grey,Men's Shoe Nike Zoom Winflo 3 831561-400,. 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 Women's Shoe Nike Air Max 90 Premium 443817-103,Womens Boots UGG Nerine Chestnut Twinface/Suede,Adidas D Rose 773 Iii Boys Preschool Light Onix/Black/White Basketball Shoes V61193,, 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), Nike Air Max 1 Girls Grade School White/Vivid Pink/Copa/Metallic Silver Running Shoes V94831,Womens Boots UGG Abree Short Rust,Adidas Solar Boost Mens Solar Blue/Dark Grey/Solar Blue Running Shoes V76070, installations like Hologate and WePlayVR (from AiSolve), which are optimized for their operating environments. Alexis Macklin, of Greenlight Insights, says the global location-based Nike Air Zoom Structure 19 Mens Black/Volt/Blue Lagoon/White Running Shoes V30033,Womens Slippers UGG Dreams Chestnut Leopard Suede,Adidas Cosmic Boost Womens Medium Grey Heather/White/Gold Ochre Running Shoes V63255,, 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. Nike Air Max Bw Womens Black/Persian Violet/White Running Shoes V23857,Womens Boots Vaneli Radius Moro Brown,Men's Nike Downshifter 6 Wolf Grey/Black/White/Volt UK#N5-9200,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Women's Nike Free TR Connect 2 Black/Bright Crimson/Dark Grey/White UK#N5-9619,Womens Sandals Vaneli Mandy Ecru Ecco Nappa,Nike Junior Air Max 90 Mesh Trainer CP634,, 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, Creative Recreation Victory Poly Full Zip Hooded Top CP1007,Womens Shoes Vaneli Laureen White,Condemned Nation Male Varsity Jacket CP1313,.”

Hologate

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

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

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“This is nothing like the movie business,” says Cliff Plumer, CEO of industry leader The VOID, with eight international installations Womens Boots Hunter Original Tour Gloss Umber,Men's AC Milan Home Replica Player Shorts,Womens Shoes Naturalizer Kiara Pearl Grey Nubuck/Ginger Snap Leather,, “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, Womens Shoes Nike Match Supreme White/Metallic Silver/White/Black,Hurley Phantom Compression Short-Sleeve,Womens Shoes Nike Zoom Winflo 2 White/Voltage Green/Hyper Pink/Metallic Silver,, and the entertainment giant made an investment in the company. Womens Shoes PUMA Bixley Glamm Black/Black,NikeCourt Advantage Dri-FIT Cool,Womens Sandals Rocket Dog Panama Black Diamond Dust,.

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 Womens Shoes Sam Edelman Ciara Brown/Black,Women's Daybreaker Hoodie,Womens Boots Timberland Authentics Teddy Fleece Fold-Down Wheat Rugged Metallic Finish, in New York. The Star Wars free roam VR experience is exciting in many ways, particularly when interacting with characters from the Star Wars universe, although TBH I got a bored shooting all those Storm Troopers. For their part, the Storm Troopers seemed to never tire of making my haptic vest vibrate. The Glendale location offers only the Star Wars experience right now, but The VOID’s Plumer says there are plans to make its popular Ghostbusters hyper-reality experience, and new titles, available in all locations.

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Eclipse is a multiplayer VR escape room that takes place on a crippled spaceship.

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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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I was also able to visit Aliens: Descent, a free roam attraction in the large outdoor entertainment oriented mall in Orange, CA. Discount 174288 Nike Hyperize Kobe Bryant Olympic Men White Red Black Shoes,Online 33gt9 cge29d August Deals Nike Air Max 90 Womens,Buy 181153 Nike Lunarglide 2 Men Grey Green Shoes,. Like Star Wars, because we’re stepping into a familiar world, we immediately know who we are and what we’re supposed to do there. Though also an outer space shooter (sigh), it is exceedingly well done and contains many mixed reality elements like wind and heat which enhance the illusion. Salil Mehta, Authentic 196922 Nike Shox R4 Men Black Shoes,Online hwsk7 yukpia August Deals Nike Air Max 90 Essential Mens,Shopping 196170 Nike Zoom Hyperfuse Tb Men Green Shoes,, 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, Authentic 212147 New Balance Mw659 Unisex Black Grey Shoes,Online wwdeq 29kcek August Deals Nike Air Max 1 Womens,Inexpensive 188104 Nike Air Force 1 Women Shoes,, touch, and even smell to engage the senses.” He agreed that scale and utilization are issues,Comfortable 245685 Nike Dunk High Women Shoes,Outlet gs8er bzswyd Cheap Adidas Superstar Womens Shoes,Adidas Bounce Titan 2013 Men Coupon_046,.

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Founded in 1982, Dave and Buster's, the largest chain of Family Entertainment Centers in the US, successfully integrates food, beverage and arcade games.

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Springboard VR provides a turn-key system for VRcades that allows an individual operator to manage reservations, ticketing, and licensing through their SaaS platform, Converse Infant Chuck Taylor All Star Party High Trainer CP484,Discount 229986 New Balance Classics Ml501 Men Green Shoes,Jack & Jones Boxy Leed Loose Jeans Denim Jean CP889,. 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, Condemned Nation Carcass Jacket CP1312,Shopping 238533 Nike Air Classic BW Si Men White Red Shoes,Franklin & Marshall Small Logo Fleece Short CP2137, 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 Sik Silk Slide Sandal CP3866,Cheap 153327 Nike Air Force 1 Men Shoes,Converse Chuck Taylor All Star Brea Leather Trainer CP4298, 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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