Virtual Arena #19 – Europe’s XR Attraction Mix

The traveling European leg of the mega IAAPA trade show (IAAPA-Europe-Expo) landed in Amsterdam at the end of September 2024 and offered a massive snapshot of the European industry landscape, and how the latest trends are being deployed in the attraction and amusement scene. The international trade association event attracting massive attendance from the European territory, as well as seeing North American and Asian visitation.

With VR, AR and MR having been deployed into the amusement mix for this sector of commercial entertainment; and the novelty factor has now been superseded by the realities of which of these applications grabs audience interest and generates reliable revenue.

Virtual Reality

The virtual reality scene in the location-based entertainment (LBE) sector has evolved from the passive tethered VR experiences of Generation One and Two, and now represents most of the Room Scale – or what has been defined as Free-Roaming arenas and enclosures, (Generation Three and Four).

SPREE Interactive had established themselves as offering children-based entertainment, but has bordered their coverage, the company had a brand-new game experience that offered a wider audience appeal. Called ‘Cops Vs. Robbers: Arcade’ and developed in partnership with Knucklehead Studios, this VR fun robotic shooting game experience adopting like many others in the sector the HTC VIVE Focus 3. Held at an off exhibition, invite only event, SPREE presented their new content and promoted their Pop-Up / temporary arena platform (‘SPREE Go’) offering operators a mobile VR arena solution able to accommodate four players.

HOLOGATE Entertainment – has been one of the powerhouses defining the VR LBE sector, with their VR enclosure platform. The company has pivoted into the free-roaming arena sector and had on the show floor at IAAPA the first chance for European attendees to try the wireless platform ‘HOLOGATE Arena’ – a turnkey solution also employing the HTC VIVE Focus 3 headset – supporting streamed PC VR. Available in three versions to accommodate operators’ unique needs, the ‘Arena INFINITE’ system on display, a compact system developed for easy portability. The platform was running at the show their unique IP ‘Ghostbusters’ game experience.

One of the major content distributors in the commercial VR sector is Springboard VR – owned by Vertigo Games. The company has migrated into offering their own VR free-roaming arena system and brought an example of this to the Amsterdam gathering. The company running ‘After the Fall’, on their HTC Focus 3 powered arena.

The booth also shared space with a unique upright ‘VRKiosk’ system. A tethered system that allows operators to offer VR in a self-service arcade package, with a wide selection of the Springboard VR library of content. The platform developed by Kiosk4VR.

Hero Zone – the developer of a compact and flexible VR arena platform was on show. The platform seeing a great take up by operators jumping into the deployment of VR attractions. The system on display offered a chance for players to simply onboard into the VR experience taking part in multiplayer games – using the HTC Focus 3 hardware.

Using off the shelve Meta Quest 3 headsets – the exhibitor BattleStart showed their facility-based VR game experience. Focusing on non-aggressive game experiences for children. The company offering a mini solution for their arena approach with four players – all operated from a tablet. The company promoting some 112 game scenarios available.

VEX Solutions have proven to have a foot in both camps of free-roaming arena experiences, offering a simpler arena approach, as well as a high-end full enclosure with fx elements. The company exhibited at IAAPA with both their Arena and Adventure systems – enthralling audiences in the different experiences available. Allowing operators to understand the benefits from both types of platforms.

Also expanding their content library, VEX revealed that they had licensed a new IP game content with ‘Smurfs : Blueberry Battle’ – developed by Vigo Creative. Exclusive demonstrations of this children focused game experience were given, and the title proved a strong representation of the popular Smurfs universe, and a fun game.

Park Playground VR – are another emerging operator and developer of VR venues, having several sites opened in 13 cities. The company has also entered the free-roaming platform scene, showing at the show their VR experience – running the new game adventure ‘Carnival Showdown’, a competitive multiplayer VR game acting as an entry level experience.

Show exhibitor Virtual Zone Nexus also had their VR arena in operation. The company offering custom developed arenas for operations – as well as running franchise packages for new entrants into the market. Franchising seems to be prevalent throughout the VR LBE scene – as venue chains grow in numbers.

Regarding the more traditional VR applications – favouring the older generational approach to VR in LBE, mainly the tethered headset approach. LAI Games had an example of their arcade racer in its VR configuration with ‘Asphalt 9 Legend Arcade VR’ – the street racer following a familiar arcade-racer format, but given added engagement using a specially modified PICO headset for amusement deployment.

Also represented in the more traditional VR amusement deployment was Raw Thrills with examples of both their popular ‘T-REX Safari VR’ and ‘Godzilla Kaju War VR’ platforms. The ride-on and play motion seat VR games offering a simple VR experience for amusement venues to deploy and have proven a strong draw along side the more conventional video amusement pieces. The company working with DPVR to deploy a rugged installation of their headset on the game.

One of the novel amusement VR applications was seen from KOLISEUM – a unique foosball VR platform for four players (‘Soccer VR’), uses tethered HP VR headsets and realistic foosball controls to play a virtual interpretation of the game.

HTC held a private event for the trade presenting their new investment into the LBE, and for those lucky enough to attend the opportunity was given to get their hands on the brand-new HTC FOCUS Vision. What has been described as the enhancement on the success achieved with the Focus 3. The hardware learning many of the lessons and improve on the capabilities needed for commercial entertainment, such as hot swapping of batteries and robust construction.

Other VR headset developers have also turned towards LBE VR as a business strategy and examples of amusement and attraction systems employing PICO, and DPVR were available. And all having been deployed in significant numbers into the international LBE space. Even off the shelf Meta Quest 3 hardware has been employed in this market – evident at the expo.

Speaking of private events off the show floor, and one of the leading operators and franchise developers of VR free-roam, Zero Latency held a special event to offer a exclusive first glimpse of their new game experience. Another VR developer that has licensed major IP – having worked with Warhammer 40k to create ‘Space Marine VR’. This is the latest high-profile IP from the corporation, that has 100 venues running their platform – the largest installed base of a VR experience provider. The company having signed other high profile IP experiences, such as their ‘Far Cry VR’ licensed game property.

Another off-show floor event was held to allow the VR community to get together and share experiences. The ‘LBVR Unleashed’ gathering took place at the Lightning VR facility in the city – an example of the number of VR LBE venues doing strong business. Along with giveaways from bHaptics and Striker VR – industry experts presented on the issues shaping the business and the best approach in ensuring strong business. We would like to thank the organizers and sponsors for their hospitality.

VR Attractions

Examples of VR in the theme park and attraction space were also on show – DOF Robotics famous for their attraction work, brought their ever popular ‘Hurricane 360 VR’ platform to the show, allowing guests to experience an exhilarating motion ride supported by VR. The company using PICO headsets have developed several VR based attractions deploying the hardware internationally.

Venerable attraction manufacturer, MACK Ride – revealed their new trackless ride vehicle. The ‘Coastiality: Flowryde’ offers a six-rider platform that can support VR. The system employing PICO headsets – and will be rolled out in a new attraction at Europa Park (owned by the developer). The platform is developed in partnership with VR Coasters. As we reported previously, MACK has also deployed a VR coaster experience ‘Eurosat Coastiality – The Phantom of the Opera’.

The deployment of a VR attraction that can sit in a smaller footprint, Chinese manufacturer Movie Power came to the Netherlands event with their mid-scale attraction. Called ‘Space VR’, the four-rider seat system, employing a similar ride seat configuration similar to that seen deployed by Disney on their Avatar attraction. The attraction running an immersive VR ride experience, on the PICO headset, supported by the motion and wind FX. Offering a true 4D attraction package for venues of all sizes.

Other Chinese manufacturers came to the show, such as Longcheng with a selection of their VR attraction products, again aimed at amusement deployment rather than standalone, and offering in some cases enthusiastic motion experiences along with the VR ride.

Even the water park has seen the deployment of VR experiences, exhibitor Virtual Reality Slide & Snorkel showing examples of their waterproof headset used on floom rides and in pool deployment.

Mixed Reality

What we have come to define as Pass-Through Mixed Reality experience – using the VR headset camera to represent the real world view and then super imposing virtual elements into this vision.

Indoor attraction manufacturer Herzlich Willkommen (Playdiscount) booth also played hosted VR Nerds / Freeroam.AR showing the game ‘Laser Limbo’ – that has players playing a MR based laser tag and shooting game. The company was able to use one of the headsets as a virtual camera showing the virtual experience to the attendees using the Meta Quest 3. A fun and compelling platform opening the door on MR based applications in the sector.

Augmented Reality

What we have defined as See-Through Augmented Reality experiences – using lens-based glasses systems, with near holographic “virtual objects” projected into the user vision. Sharing a booth, Verse Immersive set up an example of their AR based attraction – using Microsoft Hololens 2 headsets, the company has created a series of experiences that offer a virtual walkthrough attraction.  The company having worked with operator for both pop up and permanent installations. With amusement venues looking at adding a AR element to their entertainment mix.

Extended Reality

One aspect of the new generation of technology for immersive attractions is the deployment of “frictionless” immersive systems, attractions that place the user in the virtual experience without the need for headsets and glasses. Valo Motion had several of their active entertainment systems on display and included a chance for the attendees to try out their Computer Vision based ‘Valo Arena’. The enclosure placing the players directly into the game experience represented on screen. A fun social game experience for all ages that has proven both a draw for players and audiences.

INOWIZE – has developed their own unique immersive enclosure platform called ‘QBIX’ – using HTC wands to track the player within the projection game enclosure, the experience includes a self-service capability and selection of games for all audiences. Up to four players able to take part in a frictionless immersive experience that is proving popular in the market.

NeoXperience also had an example of their projection enclosure approach with their ‘MULTI-ZONE’ immersive and interactive experiences platform. The company favoring the ball and object throwing tracking system to offer a selection of games for players of all ages.

Finally, one example of the frictionless immersive experience being exhibited, again depending on Projection Mapping was promoted by developer Battle Kart – the company’s franchise and self-operated venues offering a projected go-kart experience that places the racers directly into the digital environment. The multi-projector hall also tracks the vehicles so players can play games within the space offering a unique and compelling experience.

This concludes the snapshot of what was an incredibly hectic European trade gathering. While held at the same time as Meta Connect by coincidence, it revealed the sharp separation between the consumer VR sector and the commercial XR enterprise landscape. XR raging from headsets to projection mapping has established a profitable business, that is only growing and evolving. While consumer VR works feverishly to reinvest itself, hoping vastly subsidized headsets are the answer to creating a sustainable userbase.

However, companies such as PICO, DPVR and especially HTC have doubled down on enterprise and see strong adoption. Soon to be joined by Samsung and Google – and we can expect new generation MR headsets to look towards a commercial entertainment adoption long before considering consumer promotion.