#1285 – Attractions Big London Showing – Part 2

AI Constructed Brief

IAAPA Europe Expo 2026 underscored a shift from immersive-tech hype to commercially grounded, operator-ready attractions. VR is evolving across tethered rides, free-roam arenas and larger “virtual adventures,” with turnkey models, content libraries and venue support key to deployment; PICO 4 Ultra emerged as the dominant headset. Mixed reality increasingly blends digital play with physical sets and active experiences. Meanwhile, bowling—particularly string-pin and boutique formats—showed strong investment momentum. Active entertainment is broadening through interactive floors and walls, sportstainment, projection gaming and gamified trampolines, reflecting demand for social, physical play and flexible use of space. Across categories, scalable installations and diversified revenue opportunities are central themes.

Full Stinger Report

The continued coverage of the expansive IAAPA Europe Expo 2026. The vast event revealed the leading trends that are shaping this region, and with greater influence internationally. This part of the coverage looks at VR, and the other immersive trends building the future.

London Attraction Spectacular Part 2

VR

The deployment of virtual reality, as part of the XR technology infusion into the location-based entertainment space, was still present, though clearly subdued over the previous hype. Reality and revenue championing over claims and promises of profit. In the “First Generation” and we have the sit-down and tethered VR applications.

One of the stalwarts in this generation was present at IEE’26, with RILIX – showing their already presented seated tethered VR experience (‘RILIX VR Coaster’) and a selection of experiences. The team hinted at some very interesting developments planned for their IAAPA Orlando showing in a few months’ time. The tethered VR experience was also represented from Koliseum, with their virtual foosball platform. ‘Koliseum NOVa’ having up to four players, now wearing PICO headsets, taking part in the virtual tabletop game.

Exhibitor Laser Quest, and their VR division came to the London show with the new version of their 5D VR cinema ride. Now accommodating 4-seats, with guests wearing Meta Quest 3 headsets, as they experience an immersive sci-fi racing film. The content created by the company proved one of the more compelling VR ride film experiences tried during the expo. Laser Quest also had their entry into the crowded Interactive Illuminated Floor sector, developed to be robust and cost-effective. The company being an operator as well as a developer.

Beyond the first generation of VR and the move towards the “Second Generation” comprising free roaming VR arenas. Leading the charge was exhibitor Hero Zone – who have grown to some 600 installations of their ‘Hero Zone VR’ free roam arena platform – running on PICO 4 Ultra Enterprise headsets. Offering operators a turnkey solution for venue placement. The company is growing their stable of immersive content. Celebrating several high-profile sales during the expo. InstaVR represented their turnkey unattended VR arena platform, in both standard and portable configuration – running on PICO 4 Ultra headsets. The company also announcing the latest game content for the platform with the family friendly ‘Faraway Kingdom’ experience.

At the Expo HiM Entertainment distributing several MR and VR properties represented at the show on their booth – Reality Rift Arena, running a dedicated eight-player VR free-roaming arena, offering a franchise model – running on PICO 4 Ultra headsets. Also represented was the MR experience from LaserLimbo – with their AR-battle game, (also eight-player) mixed reality laser tag style arena, which we have reported on previously. HiM has been expanding its investment with the MR scene promoting experience modules for trampoline environments (‘AirSome’ and ‘Ballee’), with MR based adventures to be dropped into existing entertainment spaces. The company using Meta Quest 3’s for development but fielding PICO 4 Ultra Enterprise editions. A new competitor to the growing MR installation systems, such as from DreamPark. HiM also represented other products on their booth from SisyFox, who also exhibited on their own booth.

Hololabs Studio, another of the exhibitors at the show promoting a strong MR component to their experience. The respected VR developer had created a demonstration called ‘Abyss MR’, inspired by their free-roam VR game ‘Abyss: Vault’. The demo involving a submersible that players could enter on their booth and perform tasks before being lowered to the virtual bottom of the ocean. The demonstration of their hardware offered a compelling mixed reality experience for groups where physical buttons and show set were married to the virtual environment viewed via the pass-through on the PICO 4 Ultra. The company presented at the show towards generating interest from attraction developers.

The exhibiting of companies that focus on the European market in this sector is always good to see, often missed when it comes to chronicling development in the market. Exhibitor BattleStart had a modest set up of their family-facing VR free-roam arena on booth running Meta Quest 3 headsets. Focused on promoting their franchise business offering a turnkey solution for operators wanting a cost-effective VR arena installation. The company having nearly 450 operational arenas in 40 countries.

Diversity in product offerings is being seen across many VR developers. One example is VEX Solutions, known for their free-roam VR platforms, ‘VEX Arena’ and ‘VEX Adventure’, running on HTC VIVE Focus Vision and PICO 4 Ultra Enterprise headsets. The company gave live demonstrations of their ‘VEX Arena’ directly on their booth. Also showcased were their latest active entertainment developments: the new ‘VEX PartyDash’ and ‘VEX SmashDash’ interactive mixed-reality attraction platforms. The ‘VEX PartyDash’ release offers a floor-and-wall combination game experience, now available in a compact 1, 2 and 3 players version. Meanwhile, for the first time, the company put its ‘VEX SmashDash’ LED-panel interactive floor system through its paces, offering an attractive, high-resolution alternative to traditional tile systems.

The presentation of dedicated turnkey VR free-roam arena was seen on the vrCAVE booth, running on PICO 4 Ultra headsets. The company has established a lineup of both escape game and popular combative VR experience for their platform. Another VR arena platform provider was Hologame – who came to the show with some demonstrations of the multi-player VR arena experiences that they offer. Over 15 European facilities running their VR play arena platform on PICO hardware. Offering not just combative but also virtual escape gaming.  While also in the North Hall on the German Pavilion, developer and manufacturer HOLOGATE exhibited their new suite of VR arena systems using HTC VIVE Focus headsets.

The exhibitor VR Slide & Snorkeling promoted the value that their water-based VR system can be employed with water park flume slides, cruise lines, and in swimming pools, employing their specialist VR experience – using their bespoke waterproof VR headset. The company was also promoting their new “Battle Up” slogan for their two new underwater games ‘Gold Rush’ and ‘Pirates’.

The glue that holds many of these installations together both arenas and adventures as well as the new MR attractions and experiences. Developers such as The Rabbit Hole VR, supporting a number of exhibitors demonstrations. Exhibiting at the show was VR Base Solutions building and maintaining the infrastructure behind large XR installations. The larger throughput of virtual adventure installations needing dedicated support and staffing, along with maintenance beyond the experience of most operators.

Part of MACK Rides, VR Coaster has become a leading force in the application of VR on roller coasters and attractions and developed many of the tools used currently. Supporting their ‘Coastialty’ content library for VR application along with the work they achieved for the ‘YULLBE’ VR arena platform. The company came to the London event to promote new applications, and the support offered across all the key headset providers and beyond. Another application developer in the XR scene exhibiting, focusing on MR applications, was WeRiseUP. The development studio founded by Vekoma and PortAventura World and spun into their own studio focusing on theme parks and cultural heritage XR projects.

Towards what many are seeing as the “Third Generation” of VR application, and that is the deployment of what we have coined as “Virtual Adventure” platforms – accommodating large number of users simultaneously, offering educational and adventurous experiences in 45-minute slots.

During the evening mixers, and off site Spawnpoint, PICO and vrCAVE held their ‘VR Showcase @ Big Fridge’ an event bringing together VR developers, the LEXRA association and support and demos providers such as RedboxVR, PICO, StrikerVR and others.
During the event guests were able to try some of the new VR free-roam arena content being launched and experience the announcement of new virtual escape room content ‘The Spy Who Escaped Me’, which vrCAVE announced would be available exclusively on their platform for next year. While Spawnpoint announced they had taken on the catalogue of VR content from XIST.

The following afternoon, at the same off show floor location, Glitch Studio presented ‘Viking Adventures: Myth of Yggdrasil’ – the only “Virtual Adventure” experience at the show. Presented for invite viewing only, the experience had groups in VR navigating a Nordic adventure. Already installed in Norway, the experience is about to be launched in London. The PICO powered adventure was booked out during its operation and offered attendees their chance to see the value of this next generation of XR adoption and its opportunities beyond FEC and LBE installation.

Speaking of “Virtual Adventures”, and more information was revealed with the fallout of Felix&Paul Studios fall into bankruptcy during September. The Canadian court proceedings regarding the liquidation of the group confirmed the closure of VR experiences using the operation content, including ‘Interstellar ARC’. With these proceeding it was reported that former staff members of the studio had acquired the assets of ‘Space Explorer’ from the trustees of the bankruptcy. It is expected that this will mean that the VR adventure will be reactivated for use by venues, and a possible partnership with a distributor. Regarding the prospects for ‘Interstellar ARC’ reopening; sources suggested that there is little chance at this point to see its return. Issues regarding AREA15’s involvement, the outstanding debts and ownership – along with the poor revenue generation, are all playing a part.

Returning to the London expo, one surprise aspect of the VR element of IEE’26 was the surprise number of PICO headsets that were being used by most of the operators. Only a matter of years after the dominance of HTC VIVE Focus headsets, there were only two exhibitors still using them – while the majority used the PICO 4 Ultra headset. PICO also attended the show and had a major surprise to a lucky selection of VIP guests, (which included the Stinger Report), to try their next-generation headset. Details about this are currently under embargo, and we will have full coverage on this new entrant into the LBE XR scene in our next reporting.

Observation – While for the sakes of reporting we have ladled these factions as First, Second and Third Generation applications of VR, we are not claiming that any are more advanced than others but are different applications of the same coin. As we evolve towards a greater LBE XR initiative, we will need to understand applying the best technology to immerse the audience, rather than fixate over hype.

Bowling Explosion

It was surprising to see so many bowling platform manufacturers, and installers take space at IEE’26 – this clearly indicated the way that conventional and boutique bowling is a dominant force. The number of String Pinsetter systems being demonstrated was impressive at the European attraction and amusement expo.

Leading the charge was Qubica AMF with a large booth presenting their lane setup with the ‘EDGE String’ pinspotter technology and large digital display (‘Neoverse’) and ball return. This along with other services that the company supplies the sector. The other big player at the show was Brunswick, who along with promoting their bowling machine and facility support services, brought an example of their ‘Duckpin Social’ platform, aimed clearly at the boutique and competitive socializing landscape. A ball roll from this booth was the Flying Bowling exhibit with their selection of string bowling lanes. Also exhibiting was FunBowling with their string bowling installation.

Funk Bowling had an example of their stylized ‘Funk Nexus’ string bowling and projection mapped platform on display, supported by touchscreen scoring and a compelling interactive projection lane system. The company having recently installed their platform in a number of competitive socializing venues in the US, Canada, and across Europe. Funk Bowling expanding their network to increase market access to ‘Funk Nexus Duckpin Bowling’. Imply also brought an example of their mini bowling lane for the London expo. As did Lynx Bowling, with their immersive display, and string bowling lane setup.

Active Entertainment

The active offering was strong on the IEE’26 show floor, from interactive floors & Walls, “Sportstainment” and exergaming. The London show floor was populated active gaming – this included the original active entertainment unit, with a hoard of boxing machines populating many booths. One of the most popular and earliest active amusement pieces. Exhibitor and 25-year veteran in the market Kalkomat had their selection and included a new addition with their pad puncher screen kiosk concept ‘MMA Challenge’, (like the UFC installation deployed at D&B earlier in the year).

Regarding the wider active entertainment and gamified innovation within the sector; Valo Motion making a big splash at the show, celebrating their tenth anniversary, the company presented their computer vision active game system ‘Groundfall’ offering a variable floor space. Alongside this the highly active ‘ValoJump air’, and the brand new release seen for the first time ‘ValoBoard’ – the mixed-reality fantasy board sports attraction offering three unique games at launch, including snowboarding and skateboarding two-player action placing the competitors into the experience and offering a highly physical boarding experience. The company hinted at further announcements in time for the Orlando expo.

CSE Entertainment came to the IAAPA Europe expo with the selection of their children and adult scaled highly active phygital experiences. Including their ‘iWall 4.0’ computer vision experience, the new children’s scale interactive peddling game ‘cycloKids’ based on the older player ‘cycloBeat’. Along with the new ‘runBEAT 5.0’ version of their non-motorized treadmill game system.

SisyFox was represented on the HiM booth, and the company also had their own dedicated booth, showing the evergreen (and highly emulated) ‘FoxBall’ in two controller sizes. And the company presented their highly active and competitive three player ‘JumpLines’. The company also revealed their new game system ‘FlipStix’ – up to six players using giant joysticks to work as a team to control their character on screen.

Pleyo represented another active jumping experience based on their active social play platform. The guests’ jumping movements represented a multi-player game experience. The system was demonstrated at the show on a small jump pad (‘PleyoMini’) but can be utilized in trampoline parks (‘PleyoCourt’) and other active platforms. The company also demonstrated their new ‘PleyoRLFX – interactive screen game platform.

Neo Xperiences highlighted the continued expansion of its interactive and immersive projection experiences. The company placed particular emphasis on ‘Neo-Soccer’, its dedicated interactive football experience, featuring an automated ball launcher and an interactive projection screen. It is one of several examples of “Sportstainment” installations designed to get players moving while having fun.

The company also presented ‘Neo-Move’, its motion-tracking technology integrated into its immersive projection experiences, enabling full-body tracking through a camera. Players do not need to wear head gear or body markers to be tracked in the game. The technology can be used in a full immersive room or on a single wall, with games including licensed properties such as several ‘Angry Birds’ titles.

Neo Xperiences also showcased ‘Neo-Pad’, its interactive wall gaming experience using controllers. The company also presented its broader product range through a multi-experience installation featuring ‘Neo-Park’, a fully interactive park comprising several interactive and immersive experiences designed for younger audiences. It is offered as a turnkey installation with a minimum number of experiences to be purchased. One of these new experiences used physical elements magnetically attached to the wall, which players could position to interact directly with the projected image. An amazing “Phygital” experience that was shown as a prototype. The company also announced that it would showcase a new immersive room concept at IAAPA Orlando in a few weeks.

Interactive projection applications at the show also included exhibitor MultiBall – the company showing the wall-based ball and object tracking system offering multi-games for application in sports, entertainment and education. The new ‘Multiball Generation 5’ projection wall systems were put through their paces, all powered by the ‘Lymbo.io’ 3D game platform. The company diversifying from projection wall now to the LED displays.

The “Sportstainment” scene, especially that inhabited by the likes of BatFast and TOCA Social seemed to be taking shots from all directions. Exhibitor X-Wall presented their own active soccer projection screen installation ‘Battle Square’. The system offers soccer bays with tracked soccer ball and an interactive skill game component. A direct comparison with the TOCA Social alternative or that from Neo Xperience. The ‘Battle Square’ concept has seen its flagship installation at ‘Hollywood Entertainment Center’ opened in Enschede, Netherlands. The company looking to accelerate a European rollout of their platform. While not exhibiting at IEE’26, the developer Immersive Gamebox, must also be looking at the number of immersive enclosures as direct competition, such as the new Neo Xperience ‘Neo-Wall’ which removes the need of wearing a hat to be tracked – Let battle commence!

Chfuntek (Chuanghua Technology) focusing on social, sports and entertainment with their interactive indoor soccer simulator, the enclosure running their auto ball launcher (soccer) and projection screen interactive experience (‘Socabot’). The company has developed interactive bowling version, as well as a golf and tennis enclosure variants. Social entertainment venues a focus of much of their investment at the London show. Another ball launching system exhibiting at the expo was from Ai Gaming, presenting their ‘Total Football’ ball launching and screen enclosure system, reminiscent of the BatFast platform. The company also showed a clay pigeon shooting experience.

Rugged Interactive promoting their ‘Sport City’ active entertainment zone concept, marrying interactive physical challenges to sportstainment. Offered as a package that comprises several of their interactive games such as ‘Own Goal’ for six players, ‘Sprint Lane’, ‘Speed Strike’, and ‘Rocket Shot’, deployed together as a dedicated destination attraction.

The current platforms on show at the expo offered the next chapter in the active entertainment scene as many operators look to update their trampoline setups and offer a more diverse active engagement. Exhibitor Akrobat a leading manufacturer of trampoline and turnkey installations came to London promoting their next-gen applications including more interactivity and gamification to the trampoline space, the company working with operators such as BigAir and Altitude.

The illuminated floor explosion was represented in force – leading the charge was Pixel Games, next to their LaserForce booth – the company presented their selection of active entertainment, leading with the full enclosure version of ‘Pixel Games’, supporting the ATARI licensed content – with some 400 units in the market. The company would also use the show to launch the new ‘Pixel Supercharge’ – a variant of the Illuminated tile floor standalone turnkey enclosure, now incorporating slope sides and wall panels for a three-dimensional playing environment. Next to this, a selection of skill games all part of the ‘Pixel World’ installation package – that include the shooting gallery, and hoops games. The first installation of this package as a complete multiple-activity venue attraction launched in Europe this year, the hope more operators will look at utilizing available space with this turnkey solution.

Terrapix the Czech developer offering their interpretation of the illuminated interactive floor (Pixel Floors) platform approach, with the ‘Terrapix Mini’ and ‘Terrapix Full’ enclosures – the systems developed to be customized to any available space, launched from touchscreen with a large game selection. The company also develops a one player version called the ‘Terrapix Arcade’ with its own screen.