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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.

Comfortable 182979 New Balance Classics Ml574 Men Green Shoes,Womens Shoes Nike Flex Experience Run 4 Cool Grey/Atomic Pink/White/Fierce PurpleDiscount 201151 Nike Air Classic BW Si Men White Black Shoes,, the immediate promise and momentum is in the location-based VR (LBVR) attractions industry. The VR Arcade Conference (April 29th and 30th), Buy 183584 Nike Air Flightposite 1 Men Royal Blue Metallic Black Shoes,Womens Shoes Nike Zoom Fit Fuchsia Glow/Vivid Purple/White/Pure PlatinumDiscount 234726 Nike Air Griffey Max I Men Blue Black White Shoes,, 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 Inexpensive 167662 Nike Air Max Men Black Red Red Shoes,Womens Shoes Nike Free 5.0 TR Fit 5 MTLC Black/PurpleShopping 223531 Nike Air Max 1 Men Black Yellow White Shoes,). Discount 213330 Nike Air Max 90 Men Red Grey Shoes,Womens Shoes Nike Revolution 3 Chalk Blue/Concord/WhiteCheap 179184 Nike Air Max 90 Men White Green Shoes,, VRcades, Inexpensive 195234 Nike Air Max Jr Men Black Shoes,Womens Shoes Nike Flex Supreme TR4 Racer Blue/Concord/Blue Tint/VoltShopping 239686 Nike Air Max Tailwind Men Dark Red Shoes, (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, Authentic 150129 Nike Air Penny 5 Men Grey Black Rave Pink Court Purple Shoes,Womens Shoes Nike Free 5.0 TR Fit 5 Wolf Grey/Voltage Green/Dark Grey/Vivid PurpleShopping 165402 Nike Dunk High Men Red Grey Black Shoes,.

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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.

Inexpensive 185425 Nike Dunk High Men White Red Black Shoes,Womens Shoes Nike Core Motion TR 2 Mesh Ocean Fog/Blue Grey/White/Metallic PlatinumComfortable 226806 Nike Flyknit Air Max Men Blue Red Orange Shoes,, and large-scale international attractions like Oriental Science Fiction Valley, which opened April 29th, Cheap 160803 Nike Free 4.0 V2 Men Royal Blue Red White Shoes,Womens Shoes Nike Free 5.0 TR Fit 5 PRT Racer Blue/Black/White/Bright CrimsonBuy 215278 Nike Free Run 3 Men Black White Shoes,, China, open to the public. Comfortable 218984 Nike Kd 6.5 Men White Black Red Shoes,Womens Shoes Nike Flex 2015 RUN Wolf Grey/Fierce Purple/Atomic Pink/Hyper OrangeCheap 163244 Nike Lunarglide Men Silver Red Shoes,. 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, Discount 219758 Nike Roshe Run Men Grey Yellow White Shoes,Womens Shoes Nike Flex Fury 2 Black/Hyper Pink/Anthracite/Metallic HematiteBuy 242315 Nike Shox Conundrum Men White Blue Shoes,, Pure Imagination, Buy 209144 Nike Shox R2 Men Black Red Shoes,Womens Shoes Nike Air Max Tailwind 8 Print Black/White/WhiteCheap 189828 Nike Shox R4 Men White Blue Red Shoes,, Backlight (France), HADO (Singapore), Battleverse (Toronto) and the newly announced Figment, have dozens of openings planned between them this year. Comfortable 162760 Nike Zoom Hyperdunk Men Yellow Shoes,Womens Shoes Nike Air Relentless 5 Dark Grey/Fierce Purple/White/Atomic PinkShopping 181557 Nike Zoom Kobe Kb 24 Men White Blue Shoes,, 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. Buy 165644 Nikelebron11 Men Blue Black Purple Shoes,Womens Shoes Nike Golf Lunar Bruin Black/Anthracite/WhiteAuthentic 240257 Adidas Originals Rayado Unisex Black White Grey Shoes,, says the global location-based VR entertainment market will more than double in 2018, Comfortable 187464 Nike Roshe Run Unisex Carbon Gray Cold Gray Blue Lake Shoes,Womens Shoes Nike Golf Lunar Empress Blue Lagoon/Ice Cube Blue/Flash LimeAuthentic 211370 Air Jordan 5 Retro Women Fire Red Grey Furry Shoes,.

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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. Authentic 169546 New Balance W3190V1 Women Grey Purple Shoes,Womens Boots PATRIZIA Miracle BlackBuy 215193 Nike Air Max Women Black Red Purple Shoes,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Comfortable 183930 Nike Classic Cortez Nylon Women Red Shoes,Womens Boots PATRIZIA Timandra TaupeBuy 176193 Nike Dunk High Women Shoes,, 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, Authentic 199442 Nike Free Run 3 Women Green Grey White Shoes,Womens Boots PATRIZIA Crave BlackAdidas Bounce Titan 2013 Men Coupon_049,.”

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

Leif Petersen, founder, Adidas Porsche Design IV Men Coupon_182,Womens Sandals PATRIZIA Jona BlueAdidas Springblade 2013 Women Coupon_335,, told me the company is on track to open 90 locations this year, bringing their total install to 150 by year’s end. Christian Louboutin Sale Women Coupon_511,Womens Sandals PATRIZIA Grandioso BeigeJimmy Choo Boots Women Coupon_676,.

VRStudios, founded in 2014, Jimmy Choo Pumps Women Coupon_819,Womens Sandals PATRIZIA Paraiso BlackNew Balance Men Coupon_1014,, 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, New Balance 574 Men Coupon_1186,Womens Sandals PATRIZIA Zozma RoseJimmy Choo Bridal Women Coupon_706,,” 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.

Men's Nike Flex Run 2015 709022-100,Womens Sandals PATRIZIA Ayam BeigeMen's Nike Tiempo Legend VI AG-R 819712-010,, 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, Men's Shoe Air Jordan 16 Retro 683075-106,Womens Shoes PATRIZIA Jayne BrownMen's Shoe Nike Air Huarache Ultra Breathe 833147-001,, as are the others in the simulation, and can walk naturally in a virtual world, with full agency, freedom of movement and interaction. JORDAN SUPER.FLY 3 White/Wolf Grey/Black,Womens Shoes PATRIZIA Coro TanMen's Shoe Nike LunarCharge Essential BN 933811-010,, overall, every single one of these experiences is any less than flat out amazing. Men's Shoe Nike Zoom Speed Trainer 3 804401-400,Womens Shoes PUMA Sequence Black/Puma Silver/Virtual PinkNike Men's Shoe Air Force 1 Mid 07 315123-027,. What investors see in free-roam LBVR is not an illusion.

“This is nothing like the movie business,” says Cliff Plumer, NIKE AIR ZOOM STRUCTURE 18 White/Black/Volt/Metallic Silver,Womens Shoes PUMA Pulse XT Geo Blue Coral/Sulphur SpringNIKE ROSHE RUN Midnight Navy/Black-White,, “This is something entirely new.” Women's Shoe Nike Air Max 1 Ultra Essentials 704993-007,Womens Shoes PUMA Pulse FLEX XT Sulphur SpringWomen's Shoe Nike Free Train Connect 843966-001,, 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 D Rose 5 Boys Preschool Black/White/Light Onix/Scarlet Basketball Shoes V35013,Womens Shoes PUMA Ignite ProKnit Blue Coral/Sulphur SpringNike Air Max 90 Boys Grade School Gym Red/Gym Red/Black/Bright Crimson/White Running Shoes V57348,.

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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, Adidas Adipure Crazyquick Mens Collegiate Royal/White/Joy Blue Basketball Shoes V46179,Womens Shoes PUMA Roma Emboss Forest Omphalodes/GumAdidas Adizero Prime Ltd Mens Mid Grey/Silver Metallic/White Running Shoes V64223,, particularly when interacting with characters from the Star Wars universe, although TBH I got a bored shooting all those Storm Troopers. For their part,Adidas Samba Millennium Mens White/Black/Gold Soccer Shoes V87866,Womens Shoes Reebok Train Motion RS L Black/Pink/WhiteNike Air Max Tavas Mens Deep Royal Blue/Black/White Running Shoes V51907,, 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.Nike Lunarestoa 2 Mens Black/Bamboo/Baroque Brown Running Shoes V14182,Womens Shoes Reebok Reebok Royal Lumina White/White/White/Reebok Royal 1Adidas Springblade Drive Womens Neon Pink/Solar Blue/Black Running Shoes V66113,, 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.Nike Air Max Sequent Womens White/Cool Grey/Pure Platinum/Metallic Dark Grey Running Shoes V90807,Womens Shoes Reebok Crossfit Lifter 2.0 Porcelain/Steel/Electro PinkNike Free Rn Distance Womens Hyper Violet/Fierce Purple/Blue Lagoon/Blue Tint Running Shoes V59589,, they can make up for low utilization with a decent weekend. Men's Nike Hypervenomx Pro IC Metallic Red Bronze/Green Glow/Black UK#N5-9515,Womens Boots Rocket Dog Hallie Sand AmericanaMen's Nike SB Check Black/Anthracite 1 UK#N5-9132,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Ellesse Regent Nylon Backpack CP44,Womens Boots Rocket Dog Sandie Chestnut HushNike Infant Air Max 90 Mesh PS Trainer CP536, 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.” adidas Originals Nursery Tubular Trainer CP717,Womens Boots Rocket Dog Marcus Black Wide Tale/HushAntony Morato Overhead Raglan Hooded Top CP974,. Plumer said The VOID is also considering franchise locations, Vans Classic Hooded Top CP1185,Womens Shoes Rocket Dog Juniper Grey HushGood For Nothing Nylon Bomber Jacket CP1393,.

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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 Womens Sandals Vaneli Bebra Lime Nappa/Turquoise Nappa,Womens Boots UGG Patsy Black/Leather SuedeWomens Shoes Vaneli Pagoda Black Karnak/S Patent Print, 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 Hyper Elite,Womens Shoes UGG Jacqueline Black SuedeHurley Icon Pullover,, and for a growing list of partners, Men's Trefoil Hoodie,Womens Shoes UGG Audrey Exotic Antique White LeatherNike Tempo Allover Print,, cloud-based content management system for VR.”

Andal introduced the company’s newest products, Brazil CBF Flash Pre-Match 2,Womens Slippers UGG Aira Serape Furious Fuchsia JacquardNikeCourt Victory,,” 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, Various Sizes Adidas Originals Dragon Running Shoes Men Green White VnlEPtYA,Womens Boots Vaneli Kandee Black Suede/Black Vero Print/Gunmetal BucklesAuthentic 5knke wytmqk August Deals Nike Air Max 90 Essential Mens,.

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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.

TCheap 245670 Air Jordan 19 Original OG Men White Shoes,Womens Shoes Vaneli Moki Black Patchwork PrintShopping 217987 Air Jordan V 5 Retro Men Black Red Shoes,. 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 Inexpensive 207594 Nike Air Classic BW Si Men White Red Shoes,Womens Shoes Vaneli Drusilla Taupe E-PrintCheap 188415 Nike Air Force 1 Men Radiant Emerald Shoes,, 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), Comfortable 195941 Nike Air Max Men Yellow Blue Shoes,Womens Shoes Vaneli Wendie Sand Pearl Nappa/Ecru PatentComfortable 148034 Nike Air Max 90 Men Blue Orange Shoes, installations like Hologate and WePlayVR (from AiSolve), which are optimized for their operating environments. Alexis Macklin, of Greenlight Insights, says the global location-based Authentic 236472 Nike Air Max Tailwind Men Grey Shoes,Men's Chicago Bulls Track TopAuthentic 146661 Nike Dunk High Men Shoes,, 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. Cheap 218128 Nike Dunk Low Men Shoes,Jordan Flight Diamond RiseAuthentic 206267 Nike Free Run 3 Men Brown Gold Shoes,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Comfortable 214477 Nike Lebron 8 V2 Men Black Shoes,Nike Woven (Shanghai)Authentic 153945 Nike SB Dunk Low Men Light Chocolate White Shoes,, 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, Inexpensive 198784 Nike Shox Qualify Men Black Green Shoes,Nike Hyperadapt ShieldBuy 148585 Nike Zoom Hyperfuse Xdr Men Green Black Shoes,.”

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 Women's Shoe Nike Air Max 2016 806772-106,Nike Academy Training 1Women's Shoe Nike Roshe Two Flyknit 365 861706-001,, “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 J Wall Boys Grade School Fairway/Reflective/Black Basketball Shoes V53259,Nike Tech Fleece Mesh CrewAdidas D Rose 6 Mens Black/Talc/Brown Basketball Shoes V29126,, and the entertainment giant made an investment in the company. Adidas X 15.1 Fg/Ag Mens Solar Yellow/Frozen Yellow/Black Soccer Shoes V78091,Nike Tri-Blend Palm Just Do ItNike Free Rn Distance Mens Hyper Orange/Black/Volt/Blue Lagoon Running Shoes V58415,.

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 Adidas Vigor 6 Tr Womens Dark Grey/Bold Pink/Flash Red Running Shoes V50078,England Authentic N98Nike Air Zoom Structure 19 Womens Pure Platinum/White/Cool Grey/Black Running Shoes V70457, 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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I was also able to visit Aliens: Descent, a free roam attraction in the large outdoor entertainment oriented mall in Orange, CA. Womens Shoes Cole Haan Tali Grand Lace Wedge 40 Fuchsia Leather,Buy yytn5 ig3xmz August Deals Nike Air Max 2015 WomensWomens Shoes ECCO CS14 Casual Sneaker Moonless/Black/Black/Black,. 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, Womens Shoes GUESS Maegan Pink Multi Fabric,Cheap 9grmw biki47 Cheap Nike Air Max 90 Womens ShoesWomens Shoes Naturalizer Utopia Silver Smooth,, 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, Womens Shoes New Balance W490V3 Cyclone,Cheap izq6v yyv2gg August Deals Nike Air Presto WomensWomens Shoes Nike Dart 11 Dark Grey/Black/White/Tide Pool Blue,, touch, and even smell to engage the senses.” He agreed that scale and utilization are issues,Womens Shoes PATRIZIA Contrast Beige,Cheap wp2m6 4n3evm August Deals Nike Air Max 95 MensWomens Boots Rocket Dog Tyree Charcoal Hush,.

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, Outlet zgqnv 6kcb3u August Deals Nike Air Max 2016 Womens,Sale 3rfcz 6c9zzq August Deals Nike Air Max 90 Womens BlackUK 3bkis 8grqdk August Deals Nike Air Max 1 Mens,. 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, Inexpensive 214768 Nike Zoom Kobe VI Kid Dark Glass Blue Shoes,Sale ekpdc bcrvzi August Deals Superstar Mens BlackCheap 181752 Air Jordan Flight 45 High Men Graphite 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 181551 Nike Air Classic BW Si Men White Yellow Shoes,Sale t4gv9 8mpqsi August Deals Nike Free Run 2 WomensAuthentic 173191 Nike Air Max Men White Red 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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