The application of XR into the attraction and amusement landscape is covered by industry specialist Kevin Williams. His latest Virtual Arena column concludes its two-part coverage of America’s largest amusement trade event, charting the leading immersive trends.
Image credit: KWP
Returning to Las Vegas, and the 2022 Amusement Expo International (AEI) – the event offered a chance to chart the significant trends that are shaping the market. The hunger for VR was still intense from operators entertaining the returning audiences to their facilities. The lockdown has incubated a “cabin fever” with many of their customers, and social entertainment has proven still to be a growing business, even post lockdown. However, there is a need to find the right mix of immersive technology, and repeatability, from the trends on display.
One of the leading new trends in VR for location-based entertainment (LBE) adoption are those of tethered “VR Enclosures” and free-roaming “VR Arenas”. The latest tethered headset enclosures offer the ability for players to compete in groups, with multi-player experiences. This was represented at AEI by Inowize, bringing its ‘Arkadia Arena’ six-player VR Enclosure to the show, avidly played by exhibition attendees. The company launching a new VR game for the system called Heroik – a competitive battle arena game.
The Akadia Arena from Inowize. Image credit: KWP
Regarding developments in the free-roaming VR applications, AEI debuted several new developments. Previous years had seen backpack PC’s employed in the free-roaming business approach, but the latest standalone VR headsets, favouring mobile processors (mostly the Qualcomm XR2), have offered an opportunity to develop the next generation of VR Arena, and offer a more simplified operation model.
VEX Arena in full action. Image credit: KWP
Exhibitor Shaffer Distributing represented VEX Solutions, which had its VEX Arena hyper-reality platform, going through its paces at the show, an arena that is scalable, able to accommodate the available space at various locations. Next to them was SPREE Interactive, with their family-friendly SPREE Arena. Both platforms are able to accommodate multiplayer VR games, using Pico headsets.
The Pico Neo VR headset series offers equal performance to the Meta Quest 2 but is focused on enterprise, and had become a simple alternative headset for mobile processor standalone gaming. SPREE was also promoting development of a new arena-based experience with its VR Bumper-Car platform, developed in partnership with I.E. Parks, a report on its deployment after launch coming soon.
Multiplayer action on the SPREE Arena. Image credit: KWP
The competition element in social entertainment was underlined across the numerous new releases at the amusement trade event – and especially regarding VR developments. One of those exhibiting their state in this was Phenomena, with its ‘VR Esports Arena’. A dedicated turnkey arena-based system that can support from four to eight groups of players, competing in a fast-paced eSports-based tournament with livestream eSports support, all from an audience-friendly arena. The platform is one of the first at the show to run on the HTC Vive Focus 3 headset, though many other manufacturers in this sector are looking at this headset as a go-to solution for the next generation of standalone gaming.
Competitive action in the VR Esports Arena. Image credit: KWP
Mixed Reality
Not all the interest in the market was on the VR side, AEI was the launchpad for a brand new MR platform. Developer Valo Motion will be a familiar name to readers from our coverage of their Valo Climb augmented reality climbing wall platform – marrying projection mapping onto the wall and tracking players’ movements and interactions with the virtual objects. So, creating an interactive game system from a conventional climbing experience.
Valo Motion has taken the aspect of placing the player’s physical movements into the game experience to a new level, with the launch of the ValoArena. Using chromakey and tracking, up to six players can compete in mini-games within the “Immersive Enclosure”, with their bodies and movements represented on the screen. The competitive games are supported by the ValoApp which allows players and operators to chart scores and create tournaments – leading obviously to a streamed eSports opportunity. Game videos can be shared instantly, too. Exhibitor CSE also had a body tracked game system with its ‘iWall Arcade’ – players getting quite a workout from the system, their body movements represented by their on-screen avatar.
Physical turned digital in the ValoArena. Image credit: Valo Motion
The ability to mix the digital with the physical was also illustrated by exhibitor Media Vision. The company along with their active physical games systems demonstrated The Great Bazookaball Time Transporter. Using a large projected screen, players use the company’s pneumatic “bazookaball” launcher, shooting real balls at hordes of zombies on screen, in a cartoon wild west game. The ability to have multiple players makes this both a fun and compelling game experience for indoor and outdoor applications and illustrates the diversity of the immersive game experience in the modern market.
Physical balls launched at digital screen from Media Vision. Image credit: KWP
AEI 2022 was a great return to physical trade events, and an eye-opener to the advancements and developments in the LBE VR scene, but also opened a window on the greater deployment of immersive technology with MR starting to make inroads into this lucrative market.
COMING NEXT– While staying in Las Vegas, The Virtual Arena will be reporting on the application of XR in the venue business, with detailed coverage from the brand newAREA15 immersive entertainment venue.
The application of VR into the attraction and amusement landscape is covered by industry specialist Kevin Williams, in his latest Virtual Arena column – looking at the growth in the LBE landscape for eSport, and competitive VR attractions.
Much has been made about the opportunities of eSport within a virtual ecosystem, though from a consumer perspective, there has been more speculative investment regarding the opportunity. As seen with the acquisition by Meta of emerging eSports company BigBox VR (developers of POPULATION: ONE). While hunger exists from the player-base for VR eSports competition, only the Out-of-Home entertainment landscape has seen a serious adoption of actual mainstream prize based, virtual, competitive play. And this trend can be seen to be gaining momentum.
One of the first VR attraction developers to embrace the opportunities of eSport empowerment of their platform was Virtuix. The company known for their ‘Omni Arena’ competitive VR enclosure system have successfully installed some 45 units across the USA. Virtuix reported that it has seen over 2-million plays on its hardware. The system gained popularity through its prize pay-out competition. The company revealed the launch of their ‘2022 Omni Arena esports series’ – that will be supported by a cash prize pool of $100,000 for FEC venues. This investment has placed the platform on the map as being one of the largest VR eSports competitions in the West.
Image credit: Virtuix
The popularity of the competitive nature of the game can be seen in the revenue it generates for operators. Virtuix revealed that some of its eSports teams have already played over 200-times on the ‘Omni Arena’. This is also supported by the watching audience that gathers to support the team and the building of a community supported on social media. Virtuix already paid out some $250,000 in eSports cash prizes. It would be easy to liken this popularity to that once witnessed in the bowling scene, but the physicality of VR eSports takes the competitive spirit to new levels of engagement.
One of the few VR videogame titles to have a strong competitive life in the consumer scene is the smash hit Tower Tag by VR Nerds. The games have been played across popular consumer VR platforms in tournament competitions but have also had a strong showing in location-based entertainment (LBE). In a relationship with Japanese amusement giant SEGA, VR Nerds licensed the game to be turned into a VR attraction platform, supported by VAL (Virtual Athletics League). And recently announced that the game would be coming to the West in an agreement that will see it placed onto the SPREE Interactive arena system. This free-roaming platform, allowing up to 10-players at a time to compete, using the standalone Pico VR headset. And will adapt a wholly eSports version of Tower Tag that will be available on the ‘SPREE Arena’ system.
The SPREE Arena in operation. Image credit: KWP
Another platform that applies eSports to their line-up is HOLOGATE. Famous for its successful ‘HOLOGATE Arena’ that has groups of up to four players, using tethered HTC Pro headsets, within a unique enclosure. The high levels of competition are supported by the inclusion of an extensive and customisable eSports tournament platform. The library of competition content on this platform also includes the Tower Tag property.
It is this level of competition, as well as an extensive library of titles that has cemented the popularity of the HOLOGATE platform with the operators and their virtual athletes. Many operators use the platforms tournament to construct their own team-based, venue competitions. This ability to create live events, offers a level of repeat visitation to the venue, along with the additional spend from the audience it generates to watch the compelling competition.
Developer Phenomena has created its own ‘VR Esports Arena’ – the whole system being packaged as a turnkey eSports solution for entertainment venue operators. Taking much of the guesswork out of running a free-roaming VR experience, and the requirements of prize tournament competition. Recently demonstrated at the Orlando IAAPA trade event in November 2021, the new version of the system offers a fully contained arena, with up to eight players (within a 32 x 20 ft., enclosure). The players are wearing the latest HTC VIVE Focus 3, standalone VR headsets. With audience supported by score displays. The developer offering one of three highly competitive VR experiences to compete within and looking to build an international tournament in support of the platform.
France saw a massive VR eSports competition take place during the Paris Game Week in 2019. Developer, EVA (Esports Virtual Arenas), installed a temporary 1,000-m2 arena that saw players using backpack PC’s, HP headsets and tracked weaponry, to take part in a major prize tournament competition. Building on this the company announced their first ‘VR Esport league’, attracting some 52 teams, competing for a $19,000 (€17,000 Euro) cash-prize. Having generated some 400,000 unique spectators on Twitch during the playoffs.
EVA has installed some nine rooms in venues, offering between eight and 12-player VR eSports arenas in France. Having signed licenses to open some 40 additional arenas for the end of 2022 in the country. They have developed several games themselves that plunge groups into tournament competitions. During a recent franchise expo in Paris, the company revealed its intention to have opened 225 arenas by 2025, expanding to Germany and the USA. Having seen first-hand the popularity of their eSports competition platform with their play-base.
Looking beyond the Western market, and we have seen eSports-based VR competition blossom on the Chinese entertainment scene. While the Chinese “VR Park” (the name given to VR arcades in the territory) has seen a continuing upheaval in business, the popularity of VR gaming is still alive and well. Competition plays a major part in defining the deployment of VR into this market – a market where many players will travel to venues to compete, be that the ubiquitous eSport cafes, or the explosion of new VR venues. Such as that operated by STEPVR, with over 130 ‘Future Battle’ stores, across 80 cities within China. These venues have groups of up to ten players competing in a Multiplayer Online Battle Arena (MOBA) experience. STEPVR has recently raised $15m (100-million-yuan) in funding towards international growth.
The territory was one of the first to embrace virtual competition, with the first VR eSports event, the ‘World Virtual Reality Arena 2015’, organized then by Battletimes Co., but this is still an embryonic market. More recently China has seen several major VR eSport tournaments streamed across popular social networks – such as this year with the ‘VR Esports International Championship in Beijing’. A point where we now see major social content providers, such as NetEase, showing interest to invest heavily in this emerging new business.
Returning to the West, and not just free-roaming VR is being employed in an eSports combination. VRstudios is a well-known developer of VR entertainment platforms, and recently launched a major new development, which looks to shake up the way VR amusement is played. Called Hoops Madness, the game experience has been revealed on the new ‘FURY’ unattended two-player kiosk – a self-service VR entertainment platform that incorporates a unique tethered HTC Vive Pro headset configuration, eye-catching LCD display, all in a ‘V’ shape design. But it is the game that drives the whole platform, with Hoops Madness representing a fast-paced basketball hoop’s shooting experience, testing the players’ skill. The game is the first in a line of ‘VRstudios Real-Sport Esports’ titles. The company offers operators guides to marketing and utilizing the ‘FURY’ and Hoops Madness as a platform for VR eSports events, competitions, and tournaments.
In the final observation, it is obvious that the ability to offer a real cash prize incentive to competition has driven much of the interest from the player base. As seen with the explosion of eSports in its more conventional flat-screen incarnation. But one of the benefits that the Out-of-Home version of the competition shares with the considerable investment in eSports, is the large audience live events. Many entertainment venue operators benefit from the audience that is drawn to see the competition on their platforms. The next move is that of streaming these events. The big ‘DOTA’, ‘Counter-Strike’, and ‘League of Legends’ championships, not only draw large live event attendance but generate immense audiences through their streamed broadcasts. The ‘League of Legends World Championships’ in 2020 saw at its peak, some 46 million concurrent viewers, while Global audiences for eSport were calculated at some 475 million in 2021.
We can expect to witness new entrants throw their hat into the ring towards competing in the commercial entertainment application of VR eSports. We have already seen Las Vegas casino chains install massive eSports arenas within their premises and have also seen the inclusion of VR within their layout. We will also start to see the establishment of eSports betting, and with the greater prize opportunities, we can expect major licensing deals for the lucrative sponsorship and coverage. Global revenue in 2021 from competitive gaming is projected to hit over $1 billion.
VR eSports is an attractive medium, and seems to be growing in popularity, but is it ready now for primetime in the West?
Bumper cars have always been one of the best attractions at any fairground, actively encouraging you to drive as fast as possible before colliding with anyone who gets in your way – good clean fun. Taking that experience a step further, location-based entertainment (LBE) specialist SPREE Interactive has announced a virtual reality bumper car attraction, Cyber Blaster.
SPREE Interactive’s solution can either upgrade existing bumper car systems for locations wishing to add a VR dynamic to encourage customers, or provide an entire turn-key setup thanks to a partnership with bumper car manufacturer I.E Park Soli Car.
To develop the software side of the system SPREE Interactive collaborated with Oscar-winning VFX studio PIXOMONDO. Inside the world of Cyber Blaster players jump into hover vehicles to protect the virtual world they’re in from an unknown techno virus. Each session lasts a frantic three minutes, with players having to shoot enemy virus drones, collect ‘Bits’ in the arena to powerup their craft and finally work together to defeat the final virus.
“There has always been a lot of interest in our VR bumper car solution. Many clients have been requesting a science fiction themed game and Cyber Blaster delivers,” says Jonathan Nowak Delgado, Co-founder and Managing Director of SPREE Interactive in a statement. “We are delighted to bring Cyber Blaster to a number of locations over the summer months.”
“Working with a studio that is known for its groundbreaking VFX work on popular Sci-Fi movies and TV shows, guarantees highest visual quality,” adds Sarah Stief, Head of Content at SPREE Interactive. “The PIXOMONDO team knows our technology and always delivers above and beyond expectation.”
SPREE Interactive has built its first Cyber Blaster VR bumper car installation at Erlebnispark Schloss Thurn theme park in Nuremberg, Germany. VRFocus will continue its coverage of the latest LBE attractions, reporting back with further updates.
Investment in Out-of-Home entertainment development continues, and in his latest Virtual Arena column, industry specialist Kevin Williams collects the latest investments, partnerships, and acquisition news, shaping the landscape of the location-based immersive entertainment business.
The recent movements in investment being made into location-based entertainment (LBE) developers and operators cannot be ignored. Even if most Western venues are in lockdown currently, numerous institutions and investors are banking on the post-COVID #Springback hitting the social entertainment market as the pent-up need for fun hits the streets. Many investors positioning themselves to capture this expected windfall.
The SPREE Arena in operation. Image credit: KWP
One such development was German developer SPREE Interactive, VRFocus recently reporting the successful securing of a multimillion-euro investment from strategic investors. Along with announcing that they had launched a V2 of their ‘SPREE Arena’ using the Valve Lighthouse tracking platform for easier operation and pricing. All this and a far-reaching partnership with Pico Interactive to deploy their ‘Pico Neo 2’ headset (powered by the Qualcomm XR chipset), integrated on the ‘SPREE Arena’ platform.
It is this level of investment on the future of LBE that marks the recent slew of announcements emanating from an industry that only a few months ago, some parties were keen to write off. The investment and development community has seen the need to establish a strong position in the opportunity that the social entertainment business will offer the post-lockdown audience.
Regarding that social entertainment mix trying to be developed, competitive eSports and tournament play are crucial elements, and we are seeing the development of a new cross-over between in-home and out-of-home players. One of the aspects of the SPREE Interactive announcement was their partnership with game developer VR Nerds to release an exclusive version of their smash VR competitive blaster Tower Tag. As previously reported, Tower Tag has been deployed in LBE venues in Japan through a previous affiliation with amusement factory SEGA. Having also been launched as a consumer title, the new SPREE release of the videogame will offer a dedicated eSports element for competition, with a leaderboard shared between the home and venue players.
Other LBE developers have looked at the need for a dedicated cross-over between the home players, and the future facility tournament competitions. VRstudios has revealed its new VRstudio Sports line, with the release of their VR basketball experience Hoops Madness. The eight-player game has been specially developed to offer an intense competition element, that is supported by a dedicated eSports competition component and leaderboard. But the company has also expanded the competition element by supporting an innovative business model that links the consumer to the venue. Consumer VR players hone their skills to try-out at the facility tournaments.
The investment in using standalone headsets as an alternative to the tethered and backpack PC’s continued, with news of a new partnership from Asia entering the Western LBE scene. Vietnamese based Holomia announced the launch of an update to the game MissionX – VR Laser Tag. A frenetic multiplayer VR arena platform offering 3 game modes, such as capture the flag and deathmatch, across a series of unique maps. The system can accommodate up to 10 players, with the developer running 8 headsets in a game at one time as part of their tournament competition.
MissionX – VR Laser Tag. Image credit: Holomia
The developers have the game running on the Oculus Quest 2, with the developer currently using SideQuest to provide a download, offering commercial use license for VR arcades. The use of SideQuest hoping to negate the need to abide by the Oculus for Business restrictions on commercial entertainment usage, of this kind. But in a move to break into the Western market the company is working to release their platform in partnership with SynthesisVR – developers of a VR facility management and content distribution platform.
Speaking of VR arcade content delivery and support, and one of the largest of these operations had an announcement of their own. SpringboardVR, the leading VR venue management and distribution platform currently, serving some 500 venues with over 400 pieces of VR content; revealed that they had been acquired by Vertigo Games, famous for their multi-platform VR development and publishing with VR titles such as Arizona Sunshine.
Vertigo Games was recently acquired themselves by Koch Media GmbH Austria (a subsidiary of Embracer Group AB), and this latest move was part of the operation consolidating its position in the commercial VR entertainment landscape. Recently we reported on the work that the Vertigo Arcade LBE division of the company had achieved with their new game ‘Ghost Patrol’. In acquiring SpringboardVR, they now represent the leading providers of venue content. As well as managing the revenue operation and royalty transaction of these facilities and games.
It was announced that following the acquisition of SpringboardVR, emerging from this move is a brand new operation called ArborXR – developed as content providers to deploy enterprise VR at scale. This follows on from our report from the London education conference, BETT, in 2020 where we reported on development by the team on VR educational content in partnership with HP on their platform.
The investment into commercial (enterprise) development as eagerly attacked by many new start-ups. Where the home entertainment scene seems to be constantly incubating this immersive technology, the need for a more inclusive business model sees growing investment.
We expect to cover in the next part if this report, another series of major acquisitions and partnerships in the coming days.
Every weekend VRFocus gathers together vacancies from across the virtual reality (VR), augmented reality (AR) and mixed reality (MR) industry, in locations around the globe to help make finding that ideal job easier. Below is a selection of roles that are currently accepting applications across a number of disciplines, all within departments and companies that focus on immersive entertainment.
Don’t forget, if there wasn’t anything that took your fancy this week there’s always last week’s listings on The VR Job Hubto check as well.
If you are an employer looking for someone to fill an immersive technology related role – regardless of the industry – don’t forget you can send us the lowdown on the position and we’ll be sure to feature it in that following week’s feature. Details should be sent to Peter Graham (pgraham@vrfocus.com).
We’ll see you next week on VRFocus at the usual time of 3PM (UK) for another selection of jobs from around the world.
Wie Spree Interactive und Pico mitteilen, sind beide Unternehmen eine Partnerschaft eingegangen, um maßgeschneiderte B2B-Lösungen für den Location-based Entertainment-Markt zu realisieren.
Zudem freuen wir uns zu verkünden, dass auch unser Spiel Tower Tag in das Programm von Spree Interactive aufgenommen wird.
Spree Interactive und Pico
Spree Interactive ist ein Unternehmen aus Deutschland, welches eine komplette LBVR-Lösung für familienfreundliche Inhalte anbietet. Das System umfasst Hardware und speziell entwickelte oder angepasste Software, welche zum gemeinsamen Spielen, Lernen und Erkunden in der Virtual Reality einlädt.
„Pico Interactive und SPREE Interactive verfolgen die selben Ziele – beide wollen ihren Kunden das bestmögliche Erlebnis mithilfe der immersiven Eigenschaften der virtuellen Realität bieten, und das auf eine besonders einfache Art und Weise. Wir lieben es, wie Menschen die faszinierenden, unterhaltsamen und spannenden Welten genießen, die VR ermöglicht und freuen uns, SPREE Interactive bei seiner internationalen Expansion zu unterstützen“, sagt Oliver Wöhler, Director Key Accounts Northern Europe bei Pico Interactive.
Während Spree Interactive bisher auf die G2 von HP setzte, soll das Unternehmen zukünftig die VR-Brillen von Pico nutzen, um die Inhalte zu präsentieren. Das familienfreundliche Angebot von Spree Interactive wird von uns durch unser Spiel Tower Tag erweitert, welches euch gemeinsam in einen virtuellen Wettkampf treten lässt.
In a bid to expand its global partnerships and free-roam virtual reality (VR) esports experiences, SPREE Interactive (formerly HolodeckVR) has announced a successful seed round as well as an exclusive licensing partnership with Tower Tag developer VR Nerds.
SPREE Interactive hasn’t disclosed how much the investment round generated, just that it had “successfully secured a seven-digit investment” from “two strategic investors and two financial investors.” This will enable the company to expand into two of its key client base, Family Entertainment Centers (FEC) and shopping centres.
“COVID has fueled even more demand from shopping malls which now desperately need alternate revenue streams and innovative ways to utilize the floor space especially with foot traffic fluctuating and increasing in various markets,” says Jonathan Nowak Delgado, Founder and Managing Director, SPREE Interactive in a statement
To aid this endeavour SPREE Interactive’s partnership with VR Nerds will see it distribute the mobile free-roam, VR eSports experience Tower Tag. Already available in 40 countries, Tower Tag enables players to engage in competitive, laser tag style tournaments. Locations will be able to adopt SPREE Arena, allowing up to 8 players to compete against each other in PvP battles or teamup against AI bots.
Tower Tag
SPREE Interactive’s platform is built upon patented sensor technology in combination with its own content distribution platform. All of SPREE’s locations use all-in-one headsets from Pico Interactive thanks to a global partnership. The recent Pico Neo 2 is one of the only devices to offer an alternative to the Oculus Quest.
That’s not all SPREE Interactive has planned with Delgado adding: “In order to continue to be on the forefront of the VR attractions industry, we will continue to build upon proprietary, patented sensor fusion technology, strategic partnerships and cutting edge content distribution platform as we plan our Series A round later this year.”
2020 hasn’t been an easy year for location-based entertainment (LBE) venues due to local lockdowns but there are those still preparing for a more prosperous 2021. For further updates on the industry, keep reading VRFocus.
The second and final part of his report observing the current immersive Out-of-Home entertainment scene for VRFocus. In his latest Virtual Arena column, industry specialist Kevin Williams concludes his overview of the Free-Roaming VR sector in LBE, and looks at the key developments, and the next phase of investment as the market re-emerges.
Continuing the coverage of the impact that free-roaming out-of-home entertainment is having on the re-emerging market, we see that major IP and a continuation of business are driving the sector. While many tried to paint the post-COVID LBE VR market as doomed – the reality is that the market has started to re-emerge from lockdown and are seeing a return of their audience, while the operators that have survived the loss of business now look to the investment towards the next phase of establishing their prospects.
Battle arena – Image credit: KWP
The Re-emergence of the Free-Roam Business
Establishing a full suite of VR entertainment experiences for the various needs of the entertainment venue business has been a constant challenge for many corporations. One of those that has established an important place in the market is VRstudios. Along with the company’s enclosure and free-standing VR platforms (‘ATOM’), they have also defined backpack VR arena experiences with their ‘FLEX’ VR game arena platform. Supporting from four to eight players in either small 25’x25’ to big 40’x40’ arenas, using their Attraction Management Platform (AMP) to integrate the hardware support working with the HTC Vive headset and HP backpacks.
The company before the pandemic had installed the first ‘FLEX Arena’ system in partnership with entertainment chain Dave & Buster’s demonstrating the value of adding a new attraction and revenue source to otherwise underutilized space. This level of flexibility opening the opportunity to venues of all scale to include a free-roaming arena in their offering. As with all their range, ‘FLEX’ is supported by the company’s overarching Attraction Management Platform (AMP) that handles content and operation of their systems – and also supports the VR sports competitive element of their platform, bringing an eSports capability to the ‘ATOM’ and ‘FLEX’, and free-roaming experiences, in general.
Nomadic VR – the company had initially wanted to develop their own videogame content, but after an initial process, reverted to a partnership to license a version of the popular zombie shooter from Vertigo Arcade (‘Arizona Sunshine: Contagion Z’). But soon the reality of what they offered impacted the plans of the operation. Long before the pandemic, Nomadic had closed its Orlando flagship venue (only open some eleven months) and plans for Las Vegas and Los Angeles sites were shelved. But the company has built on the valuable lessons it has learned from operating in the sector and during 2019 partnered on a major installation creating a pay-to-play LBE VR experience, Vader Immortal: Lightsaber Dojo, based on the consumer VR experience (Star Wars Lightsaber Dojo). In September it was announced that following this initial test, Nomadic and ILMxLabs would be partnering to make Lightsaber Dojo more efficient for family entertainment centres and arcades to operate in a tethered upright amusement version.
Backlight – known for their innovative VR escape game and arena-scale attraction has not been dormant during the lockdown period and are part of the new opening news. The Las Vegas-based AREA15 venue labelled as a 200,000-sq.,ft., “experiential art, retail and entertainment complex”, will be the flagship location for a brand new platform from Backlight – a 6,000sq.,ft., space that will have two groups of six play. The ‘OZ Experience’, pop-up LBE VR installation that will utilize backpack PC’s and offer a compelling attraction to support the eclectic mix of partners for this experimental entertainment venue. But Backlight has also been working on other projects launching this year based on their VR escape gaming and new innovative experience platforms. The company looking at rolling out their new innovative platform for wider deployment, most recently for their groundbreaking free-roaming experience Toyland: Crazy Monkey – combining a unique D-BOX motion seat system, married into the free-roaming experience, players take on hordes of toy enemies as they are shrunk into toyland.
The motion seat part of the unique Toyland experience. Image credit: YMAGIS
While others are re-assessing their LBE VR aspirations, other new incumbents are entering the water and applying much of the lessons learned from theme park style attraction presentation. One of the veteran attraction manufacturers isMack Ride (part of Mark International) and they have over recent years established a media-based interest. Launched in September YULLBE – Full Body Tracking Free-Roaming VR Experience, developed by new division MackNeXT in cooperation with VR Coaster and Mack Rides. Working in calibration with motion tracking specialists Vicon, the YULLBE attraction offers two unique arena-scale experiences which can accommodate up to 32 users – what could be called an “Attraction-scale Platform.” The first being a fully tracked, backpack PC experience presented through the Pimax 4K VR headsets (customised for the attraction). But this is not a one-off installation, YULLBE is part of a roll-out of a chain of LBE VR centres across Europe.
YULLBE players don Pimax and PC backs. Image credit: MackNeXT
The European developer DIVR Labs has proven to be a strong developer of free-roaming VR experiences, most notable for their installation at the Hamleys Toy Store in Prague in the Czech Republic. The operation reconfigured the basement of the toy store to turn it into the Golem VR attraction. An arena-scale immersive experience that was based on the 15th Century Prague folk law, where Rabbi Löw created a creature known as a Golem. The attraction employing backpack PC’s, Oculus Rift CV1 headsets and the use of Ultraleap hand tracking – players in groups of four traversing the virtually created cityscape, the environment employing physical as well as virtual effects with great results.
Building on this success and the DIVR team started to roll out several experiences at new locations but were impacted by the lockdown of business with the global situation. Now re-emerging from this lockdown and the company reveals its first new installations at the Premium Outlet Prague Airport called Meet the Dinosaurs. The free-roaming time-travelling dinosaur experience transporting groups of four players back 80 million years, in an area of 150 square meters (players using backpack PC’s and HP Reverb headsets). Quickly following on from this, and the third DIVR location opened in the UAE.
One of the European developers that has grown a strong following in the LBE VR, is Swiss-based TrueVRSystems. Having been one of the first to develop an effective free-roaming platform incorporating multi-player and physical effect immersion – the operation has gone on to license its platform across numerous sites. During last year, the company announced plans to expand the level of capacity of their virtual worlds, accommodating 10-player simulations. This was the fifth VR arena-scale experience created by the company, supporting the OptiTrack system, and running on Oculus Rift CV1 headsets – with the use of the StrikerVR weapon system. At the time leading up to lockdown, the operation had content licensed across some 13 venues, with plans for new US and EU venues.
A crowded landscape of free-roaming developers and one of the early developers is VEX Solutions – with a suite of different VR applications, the company has their VEX Adventure turnkey platform, offering 6m x 6m virtual arena for players for up to four PC backpack wearing players, using HTC Vive headsets, including the use of haptic vests. The VEX platform offers physical effects (heat, olfactory and vibration) within the arena to enhance the virtual experience – offering some six available games, on average offering 40-minutes of play from developers such as ECLIPSE and Backlight Studios.
Another backpack PC VR arena developer and operator is MASSVR – the company had established in Chicago their unique interpretation of the multiple player experience. Long before Fortnite was a thing, the company had installed an 8,000 square feet VR arena in a converted department store floor plan. This Westfield, Skokie location would be joined by a dedicated facility in Bloomington, IL – offering one of the largest mass playing experiences with some 16-players simultaneously. The game experiences are PvP style with teams battling through environments to capture the flag – but in a unique immersive element, the games incorporate virtual jetpacks and zip-lines, as well as an assortment of weaponry. The company with its emergence from lockdown announced the addition of its VR Champions high-action active game experience with a group of eight players in a “head-to-head” competition.
Players ready for the MASSVR experience. Image credit: MASSVR
One of the start-ups that gained some coverage was BiggerInside – the company showed a free-roaming concept back in 2019 at the IAAPA Europe event and went on to roll out their concept called Protocol 223. It uses the Microsoft MR tracking system, with HP Reverb headset and HP-Z-VR backpack PC – the system had the additional element of full body and hand tracking through extensive “eXosuit” fully body tracking, favouring a softer style of play away from players brandishing weapons. The four-player game arena also included physical maze wall elements to marry the physical and virtual worlds together and created a unique PvP style of experience.
The VR arcade scene has striven to broaden its appeal, looking for the latest innovation to keep relevant. The ability to offer a turn-key arena-scale offering to the widest audience has seen the free-roaming genre added to the libraries of content providers. One of the established facility management and content providers to hundreds of VR arcades is Synthesis VR, and in August the company partnered with Secret Location, to launch a free-roaming, multiplayer version of their previous popular content, releasing Blasters of the Universe: Infinity Forever. This attraction takes the original wave-based shooter and brings it to the world of arena-scale.
As previously reported other developers have started to offer free-roaming plug and play solutions for operators wanting to add this level of entertainment to their facility. As we covered in the first of our venue visits after lockdown, the escape room scene has embraced VR – and we had seen that Vertigo Arcades, along with an arena-scale version of their popular Arizona Sunshine, had released the brand new title Ghost Patrol VR, also for four players and also as a simple turn-key VR arcade addition. Vertigo Arcades had worked closely with Nomadic on a unique version of their popular title, creating Arizona Sunshine: Contagion Z as an exclusive version only for their LBE venues. Charting the major movements in the LBE sector of late, and just as we went to the wire news came from the Dutch game’s parent. It was announced that Vertigo Games Holding had had 100-per-cent of their shares acquired by Koch Media GmbH Austria – a wholly-owned subsidiary of Embracer Group AB, (more commonly known as THQ Nordic), for $59.3m.
Other major developments continue to underpin the more positive nature of this sphere of immersive tech following the upheaval. SPREE Interactive – despite COVID-19, major venue openings have been taking place. In August SPREE Interactive in partnership with Pixomondo (Hollywood FX house) and broadcaster giant ProSieben launched Mission to Mars attraction at Forum Schwanthalerhöhe, Germany. An example of a pop-up retail unit installation for an immersive 10-player free-roaming VR experience. ProSieben’s popular Galileo television program is recreated immersively with a 15-minute VR experience, having guests take on an adventure to investigate humanity’s possible survival on the red planet. The attraction employing Pico standalone VR headsets and SPREE’s unique architecture that alleviated the need for backpack PC’s. Opened in August as the European LBE VR scene re-emerged from lockdown, an extremely popular attraction with audiences seeing over 60-per-cent capacity which has led the mall owner HBB to expend the attraction until the end of November.
Players get ready to visit the Red Planet. Image credit: SPREE Interactive
Hyperverse – had heavily promoted their interpretation of what was needed, with their “full-immersion free-roam VR park” concept. The company had achieved initial success with installations as part of existing entertainment venues in Moscow, Chelyabinsk, New York, and Samara, the operation had initially raised some $1.5m in investment. Their hopes of being a turn-key solution was difficult as the water became crowded with more start-ups entering the free-roaming arena. Offering three free-roaming experience for between two and six players over 25-minutes, at venues such as Moscow’s ArenaScape.
While most arena-scale investment has been for LBE VR as seen in these reports, there are new applications for free-roaming experiences being developed for the arts. It was revealed recently that in London, The Royal Opera House (ROH) has been developing the first “hyper-reality opera” in partnership with Figment Productions (known for their work in theme parks and attractions). The free-roaming VR experience will place the user in the heart of an original operatic, artistic creation (inspired by the freeing of Ariel from The Tempest). The arena-scale application incorporating 4D effects married to the immersive experience, is called Current, Rising. It is scheduled to open later this year in the Linbury Theatre, part of the Opera House in Covent Garden, London. In what has been described as “historic stagecraft and cutting-edge technology”.
The Road Ahead
One of the key aspects of the latest phase of development in LBE VR has been the adoption of free-roaming applications. What industry specialist KWP has dubbed “Phase Five” of the latest adoption of VR into the commercial entertainment landscape, where vast cumbersome and technologically complicated free-roam arenas were deployed. In many cases employing camera-based mapping and tracking of objects in a complicated ballet usually referred to as SLAM (Simultaneous Localization Mapping). With advancements in technology and the simplification of the process the ability to track multiple users within an arena has been achieved, and the cost reductions are being applied towards creating cost-effective solutions.
The new generation of FAM (Flexible Arena Mapping) platforms will drive the investment in more free-roaming installations. No matter the consumer VR scene hopes to encroach on the experiences achievable with free-roaming, such as with “Co-Location” – the unique entertainment offering from this installation in a commercial setting, is still highly compelling, and unbeatable.
Continuing the overview of the immersive Out-of-Home entertainment scene for VRFocus, the second part of his Virtual Arena column, industry specialist Kevin Williams reports on the new phase of investment in “Arena-Scale VR – Standalone” – concluding with a look of the content platforms and developers and the appearance of some amazing new VR headsets looking to muscle their way into contention, as the sector migrates towards an XR future.
A Perfusion of new Developers
One of those who presented one of the first crop of Oculus Quest-based arena-scale systems during the September IAAPA in Paris was Belgium-based Pixnami (and their new division Hero Zone). The company showed the prototype platform, using Oculus Quest in an LBE configuration for a four-player VR experience. The system comprises a 13 sq.,m. foot-space enclosure (with touchscreen operation). The company has developed two videogames for the platform, including ‘Cyber Shock’ and a new title ‘Dead Ahead’ – offering a zombie blasting wave shooter. Hero Zone ran Oculus Quest headsets modified for deployment by a third party, using headphones and Power Pack. Recently Hero Zone sold its first production units, which will be installed by the end of February (as covered in a previous EAG convention feature).
Team of players try out the new Hero Zone game and modified Oculus Quests’. Image credit: KWP
One of the largest showings of this kind of approach was from VEX Solutions. The company has already established a large stake in the backpack PC VR room-scale business (with its ‘VEX Adventure’ system) but has also developed a new ‘VEX Arena’ – making use initially of the Oculus Quest headset. Focused on offering a flexible game space of between 16-up-to-100 square meters – with between two or 12-players, which claims operational through-put of some 120 players-per-hour. VEX revealed its latest iteration with ‘VEX Arena V2‘, with available titles including Battle Royal, Archery, Team Deathmatch and Deathmatch, and offering more functionality from the original development.
Out on test the ‘VEX Arena’, proving its flexible scope. Image credit: VEX Solutions
Another developer entering a new sector for them is MANUVR Entertainment, with its new game LAVR Tag – offering from two (up-to-100) players the chance to take part in an arena-scale laser tag experience, initially developed to support the Oculus Quest. The company proposes to allow inter-location communication with player competition based around the company’s ‘SnapMap’ infrastructure – the first installations signing on to license this experience to be announced. While ANVIO, the developer of backpack PC free-roaming experiences, has been demonstrating a standalone VR system running on the Oculus Quest, building on its experience in creating team-based co-op VR titles.
Other companies throwing their hats into the ring include TheDeep – a team with a long pedigree in facility operation of their content under a chain of sites. The company announced its new ‘Infinite’ platform as a cost-effective alternative to their already-launched PC backpack arena-scale VR experience. The system offers the ability to accommodate four, six, eight and 10-players simultaneously, using Oculus Quest. The company has been evaluating the prospects of the Oculus for Business entry into LBE and has created a cost-effective platform to accommodate those interested operators.
One of the other entrants into this sphere was Phenomena VR, the company known for its location-based entertainment centre haptic wearable, plus unique VR experiences such as ‘Horos’, and its innovative edutainment-based ‘Enter the Duat’. The company launched a brand new multi-player Oculus Quest LBE system, called ‘Phenomena Platform’, at the end of December. Comprising of four-players (available in either 2x2m, 5x5m, 6x6m and 8x8m), it is described as a “new laser tag style game”, offering frantic action between the two teams. The company has also revealed it has gone one step further and launched a large “stadium-sized” version, with six-player vs. six-player competition.
Developers who have looked at using standalone VR systems in multi-player experiences have moved beyond employing the ‘Co-Location’ systems and favoured brewing their own tracking and multi-player systems. Other modifications are also being considered to address issues with the design of the Quest. The front-heavy nature and lack of robust audio design, has seen the creation of what has been dubbed the “Franken-Quest” – obtaining the robust HTC Vive DAS (Deluxe Audio Strap) and combined to offer an aftermarket hybrid which is much more appropriate to the needs of the LBE scene.
As mentioned previously, some operators are using the VRNRGY Power Pack, offering counterbalance and longer operational life through the packs of Samsung batteries. Another modification for LBE applications is from Kabetec, with its modicap sound kit headphones. A company with extensive knowledge of aftermarket modifications for enterprise VR headsets – working previously on the Samsung GearVR used by VR Coaster, DOF Robotics for their Oculus Go, and for SPREE for its Pico headset deployment. Issues of hygiene and robustness are essential considerations for deployment in this sector.
An example of the modicap modified Quest. Image credit: Kabetec
New Zealand-based Beyond Studio is a developer of VR videogames and software which is on a mission to make content affordable for the LBE scene and players. The company had a soft launch for debut title ‘Oddball’ – described as a hilarious laser-tag 2.0, multi-player free-roaming VR videogame. This is a fun family-friendly player vs player experience, where you can blast sticky balls and powerups such as “fart bombs” at each other. It is currently on test in a popup installation at the company’s headquarters, where they have been charging an introductory price of $10(NZD) per-player for two matches (lasting five-minutes each).
Players of the VR game Oddball at Beyond Studio. Image credit: Beyond Studio
EscapeVR is a developer of VR content based around their collaboration with Escape Games Canada (a developer of physical rooms). Building on their experience in creating compelling content, EscapeVR has moved to the next level in offering a turnkey free-roaming platform called ‘Arenaverse’. Able to accommodate from four-players to a maximum of 12, the platform has been developed to use the Oculus Quest and has several gameplay modes, including team vs team, and wave-shooter with players vs enemies. The company has been developing the project in secret, and only revealed their intentions off the show floor during the IAAPA event last November.
The stripped-down version of ‘Arenaverse’ at an Orlando game center. Image credit: EscapeVR
From the Asian market, Vietnamese developer Holomia Technology started testing its arena-scale VR system, running the game MissionX, facilitating four-to-six players using the Oculus Quest in both 6x6m and 6x12m spaces. The company is developing special gun-style controllers to work with the Quest’s interfaces. The final system to be launched in February with a monthly game license fee. Another new entrant to this sphere is Korean studio Finger Eyes, which has moved towards developing the zombie blaster Helios Battle, converted to the Oculus Quest and available as both a four-player system in a 5x5m enclosure and also working on a larger 15x15m 16-player version. This first title is supported by a new two-player game called ‘Death Cage: The Zombie’.
Prototype MissionX being put through its paces at the Infinity location. Image credit: Holomia
Well-known developer of VR arcade products, Movie Power, threw its hat into the ring with the launch of ‘VR Infinite Space’. The new release from the Chinese developer sees the deployment of a modified version of the Oculus Quest using the HTC Vive DAS, while the player, along with the headset, wears a haptic vest and battery pack. Due to the difficulty in obtaining Oculus hardware in China, the system uses Quests as a promotion point towards the final release. The arena able to accommodate from two-to-six players, in one of four videogames each offering 15-minutes in duration. The system comes in two versions, with an 8x8m and a 10x10m system, described by Movie Player as “redefining VR backpack”.
The ‘VR Infinite Space’ arena. Image credit: Movie Power
Other Standalone Alternatives
While many may have become overly fixated on the Oculus Quest as a standalone VR headset solution for LBE, several other providers have already started the process of entering this very lucrative sector with their own standalone solutions. These alternative solutions do not come with the burden of the same restrictions, business aversions, or possible unavailability – as has been seen with the Quest in an open commercial entertainment deployment.
An early entry into the low-cost standalone approach for VR, away from cumbersome backpack PCs, came from Modal Systems. The company was initially promoting its own headset system design, but eventually relented and went with a partnership with HTC, to use the then-new Vive Focus Plus standalone, six-DoF, all in one tracking platform. HTC is even investing in Modal to be able to use the system in North America. The company is launching its game ‘PING!’ on this system, with installation at the Rio Casino in Las Vegas, back in 2018, as well as at TwoBit Circus in Los Angeles.
Promotion for the Modal platform in partnership with the Vive Focus. Image credit: HTC Vive
Another developer who embraced the HTC Vive Focus Plus standalone for deployment in LBE VR was Pillow’s Willows VR Studios. The company launched its four-player experience ‘Exodus Burned’ in 2018. The escape from a doomed spaceship experience lasts 15-minutes. The videogame involves players cooperating to escape using the standalone headsets, while spectators can watch and support the antics on audience screens. The platform is developed for LBE venues and popup social events, supporting in-game advertising.
One of those developers who has promoted the creation of cost-effective standalone arena-scale VR experiences is SPREE Interactive. The company has developed its own patented, unique, special tracing platform, which was first employed in 2018 with the Samsung Gear VR headset. However, the company recently partnered with Pico with their new ‘SPREE Arena’, with the company combining its full motion tracking system with the Pico G2, and so allowing multi-player VR competition. SPREE is offering a 10-player arena (10x10m) and a 20-player version (20x10m), establishing the kiosk recharging station for the headsets, and a special enclosure for the game space. Recently the company also announced a partnership with Pixomondo towards the release of ‘Mission to Mars’, a 20-player edutainment experience.
The crowded ‘SPREE Arena’ in action. Image credit: SPREE Interactive
Beyond these established standalone headsets, there is a new generation looking to surpass what has already been achieved. Examples of these systems looking to offer an alternative were seen at CES 2020, revealing the latest phase of VR headset manufacturing, towards establishing all-in-one standalone VR.
As was expected, CES’20 revealed some new concepts driving forward the VR arena, and some major opportunities for the Standalone approach. Panasonic revealed its much-anticipated new VR eyeglasses – the reference product shown incorporated micro OLED panel for the world’s first High-Dynamic Range (HDR) capable Ultra-High Definition (UHD) VR system styled as a pair of eyeglasses. Panasonic partnered with veteran component developer Kopin Corp., to create the HDR VR system in an incredibly compact and stylish package – PC tethered wirelessly via 5G. The system is Enterprise facing at this point and offers an incredibly compact and dynamic package for applications like Arena-Scale VR entertainment – a true Next-Gen approach.
The appearance of true competition in the Standalone VR scene continued during CES’20 with Pico revealing its new VR models called the Pico Neo 2 and the Pico Neo 2 Eye. These systems have been developed primarily for Enterprise deployment, building on what has previously been achieved (as mentioned above with such partnerships with SPREE Interactive). The Neo 2 series boasting a more powerful Qualcomm Snapdragon 845 chipset – a 4K display resolution, but also the support of Wi-Fi 5 connectivity offering wireless PC tethering. A serious competitor to the Quest, and from a company that had already established an LBE VR presence.
We have already covered the work HTC achieved with its Vive Focus Pro in the Enterprise sector, another aspect of HTC’s entry into Standalone is the partnership with Qualcomm and the 5G Wi-Fi initiative leading towards their Beta of Viveport Streaming, (the equivalent of what the physical Link cable for Quest achieves regarding linking a mobile VR headset to play PC VR). Though HTC chose to abandon its previous announcement schedule for new hardware at the CES 2020 – teasing “a new vision for Vive” would now be revealed around Mobile World Congress (MWC) in February. Another major corporation that surprisingly decided not to bring any new Standalone VR to CES’20 was Samsung – much rumoured to be working on a successor to its million-selling VR platform, deciding instead to bide time.
Several haptic enhancements have been rolled into the mix of accessories that could be seeing deployment into the consumer, but also LBE space. bHaptics showcased during CES’20 a full-body-haptic-suit – and in support of this, partnered with both Sairento VR and Thrill of the Fight, running the haptic system on Oculus Quest. A multi-sensory kit to enhance the VR experience, bHaptics is looking at further deployment into the Enterprise entertainment arena.
Another example was from BeBop Sensors with its multiple finger actuator ‘Forte Data Glove’. Offering an enterprise-focused interface and able to accommodate multiple-users (with cleanable construction design), the glove is now Oculus Quest compatible. One feature that is going to be central to the deployment of Standalone headsets between multiple users will be hygiene – and while construction can include cleanable elements, fundamentally a dedicated process is needed.
In conclusion
It will now be up to these various manufacturers to present a workable solution to run alongside the changeable efforts of Oculus – addressing the issues of availability (at the right price), ensuring an open and appropriate Enterprise business structure (for developers and operators), and achieve a level of immersion with superior tracking and support that builds rather than hinders this opportunity of LBE VR.
So in conclusion of this recent coverage of the amazing explosion in interest towards “Arena-Scale VR – Standalone”, it is expected to not be the last on reporting this fascinating sector. As we go to the wire there are other corporations readying to throw their hat into the ring (such as news from Sony, and Samsung). Underlining this point, as this feature was being compiled the news broke of the launch of the brand new Lynx-R1. Offering a powerful new Qualcomm Snapdragon XR2 chipset, the system created wholly for Enterprise deployment. Designed from the start for pass-through MR applications (combining the ability to offer AR and VR performance). The system to be priced at $1,500, available in summer of 2020.
It is this innovation, and a need to support what has already proven a highly anticipated phase of the Enterprise entertainment landscape, moving from just VR to a full “XR” opportunity. We will now see several other major collaborations from major players, expected to be revealed in the coming months, developers that will champion this latest phase of the new Out-of-Home XR entertainment arena. Watch this space for the latest and most in-depth coverage.
The appearance of true competition in the Standalone VR scene continued during CES’20 with Pico revealing its new VR models called the Pico Neo 2 and the Pico Neo 2 Eye. These systems have been developed primarily for Enterprise deployment, building on what has previously been achieved (as mentioned above with such partnerships with SPREE Interactive). The Neo 2 series boasting a more powerful Qualcomm Snapdragon 845 chipset – a 4K display resolution, but also the support of Wi-Fi 5 connectivity offering wireless PC tethering. A serious competitor to the Quest, and from a company that had already established an LBE VR presence.
Another example was from 
It is this innovation, and a need to support what has already proven a highly anticipated phase of the Enterprise entertainment landscape, moving from just VR to a full “XR” opportunity. We will now see several other major collaborations from major players, expected to be revealed in the coming months, developers that will champion this latest phase of the new Out-of-Home XR entertainment arena. Watch this space for the latest and most in-depth coverage.