#1249 – European Entertainment Bizarre – Part 1

AI Constructed Brief

Leading investors should note that the European amusement sector’s latest trade events highlight significant shifts toward XR, VR, and immersive media, despite slowing consumer VR adoption. Innovations like Hero Zone’s Terminator VR, SEGA’s interactive ride systems, and VEX’s non-headset XR platforms reflect a move toward longer-term, revenue-driven immersive experiences. The sector is also witnessing strategic partnerships, industry consolidation, and technological advancements in LED displays and motion rides. Notably, Chinese manufacturers are expanding their VR offerings, and European markets are embracing large-scale immersive media like flying theaters and micro LED displays, signaling a strategic pivot towards next-generation, experiential entertainment with strong growth potential.

Full Stinger Report

The last massive trade event for the European amusement and attraction sector took place. The realities of the new trends shaping the Western market, and the issues that will be magnified on the Orlando show floor, revealed before the US event, in the Spanish sun. But first we outline the buildup to the major convention.

Big Energy IAAPA Europe!

Returning to the North American scene, and we had the International Adventure & Trampoline Park Association’s (IATP) 2025 Conference, where adventure park owners, operators, and industry vendors gathered. IATP Partnered with Roller as preferred POS provider for new parks, offering exclusive discounts for members. Soon after this the trade was seen attending the Amusement360 conference for aspiring and established FEC and LBE developers. The Stinger Report publisher giving a main stage presentation on the future proofing of the business and pointing to the trends that are impacting the market.

All this, and then a mad dash for the international trade to the first of the big last European trade association events for the year. The 19th IAAPA Expo Europe EMEA (Europe Middle East, África), held at Fira Barcelona Gran Via convention center in the city of Barcelona, Spain. The importance of this year’s show was evident for several corporations having to make tricky decisions about the key markets they are targeting. And their plans for North American sales placement under the current export conditions. Companies that would be thinking twice at attending Orlando in November doubled down on presenting at the IAAPA EMEA’25 event.

XR – VR

First out the gate is consideration of the new VR landscape, and the reality of VR inn LBE going forward, reflected in the IAAPA EMEA’25 lens. The application of VR into the LBE arena has slowed considerably, and IAAPA EMEA reflected the current trends. While the consumer VR landscape (see out previous coverage) is seriously impacted by a shift from VR support. However, there was still interest in VR in LBE reflected at the Spanish show.

Leading the continued charge in this trend was Hero Zone VR. The operation held the World Premier of their new ‘Terminator Uprising’ VR experience on their free-roaming VR arena. On booth the Terminator IP content was revealed along with the configuration of their unique VR arena application. The company recently acquiring the SPREE Interactive ‘VR Playground’ range now making Hero Zone the largest operator of standalone arena VR systems currently operational, with some 500+ platforms. The company promising some surprises for the November event.

Sticking with VR innovation and amusement operation SEGA Amusement International (SAI) represented at IAAPA EMEA’25 the LAI Games range of new releases and chose the show to launch ‘Ubisoft All-Star VR’. The platform offers a new take on the mounted VR ride system, with an improved D-BOX ‘G5’ actuator motion seat, now interactive with a patent pending controllers and using DPVR tethered headset. The much larger cabinet than the original ‘Virtual Rabbid’s’ predecessor, this new system also incorporates a 17.4’’ cinematic LED wall addressing the previous complaint of “audience engagement”; essential to drive interest in “attendance-less” VR platforms.

This marks an important next step in the VR technology in amusement application. While interest in consumer VR has slowed immensely – VR applications in LBE have continued to see innovation. Some operators have however started to look towards the next phase of investment in the XR landscape. Those that have upgraded to the next phase are now defining the longevity of this over 10-year gestation period of the technology. Far surpassing the previous phase of VR adoption in the market (1992-1997). There has been a drive towards innovate-or-die with the passing of the “hype” phase of the technology to the reality of the revenue phase.

The SAI booth offered European attendees their first chance to experience the other big LAI Games release, ‘Cyberpunk 2077: Turf Wars’ – an important Mixed Reality technology amusement piece previously launched and reported on. SAI made the announcement that their long serving CEO would be stepping down after over 30-years-of-service. Taking the satellite operation previously part of SEGA amusement Japan and turning into an independent international distributor representing the SEGA brand, and other third-party amusement operations. SAI revealed the new C-Suite team during the European show, and we hope to report on the impact of these changes in the next feature.

Returning on the VR mix at IAAPA-EMEA’25, and another major presence was VEX Solutions. Represented on their booth their ‘VEX Adventure’ platform, the VR arena running bHaptics vests and HTC headsets for multiple users including unique physical effects. VEX was also promoting their latest horror title on the system. Alongside was their ‘VEX Arena’ free-roam platform, aimed at a broader amusement facility deployment and releasing seven new experiences this year. But also reflecting the changing XR landscape, the operation revealed their pivot away from VR towards the XR hinterland.

Revealed for the first time at the show was the ‘VEX PartyDash’. The attractive LED floor and wall enclosure system developed by VEX offering an immersive interactive digital experience, that does not need headset or glasses to experience. Falling clearly into the active entertainment trend seen across the show. The arcade platform offers multiple games for up to four players, with ’BitSmash’ and ‘OctoDrop’ showcased on the show floor. Additional experiences will follow before the end of the year and into 2026. More XR active entertainment MR coverage, later in this report.

Another prominent VR developer, HOLOGATE exhibited at the show promoting their free-roam VR platforms (‘Arena Infinite’), including their own Ghostbusters licensed content. The operation presented at the show a demo of their arena, employing the HTC VR headset. DIVR Labs brought a full example of their brand new ‘InstaVR Arena’ – the autonomous entertainment enclosure system, running the PICO headset. Seeing strong buyer interest in their unique platform, reporting numerous purchase orders signed on the show floor. Operators keen to reduce the staffing needs of operating free-roam VR in their venues.

The opportunity that the IAAPA Expo Europe event offered to Chinese amusement manufacturers that would not be able to attend IAAPA Orlando in a couple of months saw exhibitors such as Yuto Animation presenting their ‘Operation Firestorm’, the continuation of the VR mounted shooting experience. Along with the VR, the company showed a big screen amusement race ‘R1’ and the ubiquitous horse racing video amusement game. Grupo VYA Simulators, the Spanish representatives of the Chinese VR range from the company. It was interesting to see the operation is selling ‘VR Beat Hero’.

Other Chinese exhibitors at IAAPA EMEA’25 showing VR included Jamma Amusement (CeYuan Electronics), with both VR and AR sandbox experiences and Sports simulators. Infinity Technology showed in the West their ‘Ultra Infinity – VR Arena’. While Longcheng Electronic (VART VR) showed both their ‘VR Skydiving Simulator’, along with their ‘Fantasy Ride’ two-rider VR experience using PICO headsets. Oculeap / Yinghua Technology represented the latest version of ‘Zombie Frenzy’, the headset mounted gun game shooter concept – in a unique upright cabinet. Following its last showing at the EAG’25 event at the beginning of the year. Movie Power Technology brought to the show their interpretation of the ‘VR Paraglider’ concept to the show – with the two-rider suspended system employing PICO headsets. Others represented included Owatch VR, also Zhuoyuan Co. – better known as FuninVR, with their ‘VR Skyship’ two-rider experience. While European developer XD Park also included a VR range of products along with a 4D product lineup.

Other VR hardware on offer during the show included representation from HiM Entertainment with their Mixed Reality (MR) application using the pass-through capability of VR headsets to create ‘Laser Limbo’. We reported on their appearance at IAAPA’24. The new game modes of the MR experience demonstrated during the Spanish show. Another example of VR at the show was from 4Ward LLC – representing the ‘Battle Start VR’ arena platform. A franchise system with some 370 arenas across 30-countries. The majority of which powered by the PICO headset. Other VR content was represented from ‘Koliseum’ developed by Kynoa SA, the unique VR fooseball experience. Moving into the water-based attraction sphere, there was Sub Sea Systems with the ‘DIVR+’ virtual reality snorkeling. And the alternative water VR experience platform from Ballast VR. Along with the Virtual Reality Slide & Snorkeling – ‘VR Snorkeling’ platform.

Moving away from the more amusement focused VR applications, and XR was on hand from the attraction scene. Leading developer MACK Rides had a booth alongside their division VR Coaster promoting recent developments. The corporation celebrating the momentous 245th anniversary of the MACK Ride operation. Continuing to innovate in the ride and attraction market. PortAventura Adventure Labs came to the Spanish show, promoting the creation of immersive experiences for the resort, the company running a VR demonstration on their booth employing PICO headsets.

New operation SimVenture, exhibited for the first time at the European trade gathering – presenting a demonstration of their ‘WingSim’ platform. A VR wingsuit flight simulator – employing a suspension system to offer a physical experience. The sports simulator system includes a full body VR controller through the “Simulator Suit”, along with the cable suspension system, offering a fully interactive experience. This pre-production demonstration system employs a Meta Quest 3 headset but can implement any other PC-VR headset solution. The latest interpretation of the “suspended” VR system in direct competition of what we have seen from JUMP by Limitless Flight concept opened in 2022. Alongside all the paragliding and parachute simulators seen on the show floor.

Another leading exhibitor at the European show was DOF Robotics, proud to have successfully completed their IPO process, with the gong ceremony held at Borsa İstanbul days before the trade event. Raising through their Initial Public Offering (IPO) on Borsa Istanbul, over $40m. During the IAAPA EMEA’25 show, they announced the new VR film content, ‘Phantom City’, original content created by the company. Along with new experiences such as ‘Dog Fight’, ‘Guardian Challenge’ and ‘The Smurfs’ based on the popular family characters. On the booth was the ever popular ‘Hurricane 360 VR’ motion platform. DOF also had two examples of their previously launched ‘Angry Birds Fury Road’ motion amusement racer, developed in partnership with IP holder Rovio Entertainment. The system seems to be the final production version being debuted on what was seen last year. The company promised further new developments for the November show.

Off the show floor, the ‘PICO XR LBE Showcase’ was held at the Barcelona XRLAB. Organized by PICO to promote the deployment of their VR headset into the LBE sector, with demonstrations from partner SynthesisVR, who showcased their global launch of the 8-player Arena version of ‘Arizona Sunshine’ and ‘After the Fall’. Along with ARVI VR, Varonia, DIVR Labs and VR Esport Arena by Phenomena. Also revealed during the event Spawnpoint signed a strategic partnership with The Park VR. Making available a selection of their experiences that will be released exclusively across Spawnpoint powered venues running the free-roaming platform, gradually over time.  Also held during the week was the event called ‘HACK LBVR: The Future of VR in Location-Based Entertainment’. Organized by the vrCAVE team and offering a hands-on demo of their latest applications, and a chance for those in the sector to gather at this happy hour event.

Regarding developments in the European VR market during the trade event, and Sandbox VR revealed their roll out plans in another European territory. Signing an agreement with Immexia marking this with the news of their first Italian VR site from the chain, coming in December, located in Treviso. This is part of an ambitious plan to roll out 40 sites nationwide following an initial investment in the new Italian division.

XR – Media based

Moving from the trend in VR immersive applications in the sector and moving back to the more established 4D immersive display approach to the entertainment business, and IAAPA EMEA’25 had a strong showing from established names. Content providers such as nWave came to the event promoting their latest 3D/4D attraction, ‘Meg and the Quest for the Holy Spork’. While Red Raion, celebrating the 10th anniversary of the company also presented a mix of VR and 4D attraction content. As we reported previously the popularity of the flying theater business saw exhibitors Simtec Systems, promoting their ‘HEXaFlite’ mini soaring style theater.

IAAPA EMEA’25 reflected the flying theater business with exhibitors such as Attraktion! Group had a demonstration on their booth of their ‘FlyXD’ system, with a four-seater motion ride demo unit, using the latest LED display to immerse attendees. Brogent Technologies debuted at the Spanish show their ‘v-Ride Explorer Plus’, a next-generation motion ride designed incorporating panoramic screen and dynamic motion base. Alongside this, the company celebrated the launch of Japan’s first 8K LED flying theatre at Huis Ten Bosch.

While prominent media attraction developer TRIOTECH came to the show towards cementing high level business meetings in the attractions sphere, while exhibiting their new ‘Super Blaster’ two-player variant of the original four player concept. The company indicated that they would have some momentous announcement regarding the future of the operation to be made in November at the Orlando gathering. While exhibitor Kylii presented their interactive experience development, with their projection mapped environment as an immersive escape room concept.

Regarding MR concerning LED display technology, the Stinger Report has been charting the application of the latest micro-LED panel displays into immersive entertainment – this event seemed to be the high-water mark for deployment. Exhibitors such as SAI, representing the new LAI Games platform, and VEX indicated to the show attendance that LED were on the cusp of superseding the domain of the projection sphere.