Virtual Arena: Immersive Freestyle

In this recent article for MIXED, we evaluate the progress of VR Arena platforms. Building upon our previous analysis of the industry, the market has been expanding and there are new advancements and technologies aiming to capitalize on this environment.

As mentioned before, the Multiplayer immersive venue industry provides a VR experience that cannot currently be achieved at home with consumer VR headsets. Although consumer systems can connect for multiplayer games through a network, they do not allow for free-roaming multiplayer experiences out of the box. One advantage of location-based entertainment (LBE) is its utilization of the latest technology that is not accessible to consumers. However, the cost of scalability enables its implementation in commercial entertainment settings.

What is Free Roam VR?

Free Roam VR, or Free Roaming Virtual Reality, represents an immersive and interactive experience within the realm of virtual reality (VR). In contrast to traditional VR setups where users are confined to a limited physical space, Free Roam VR allows individuals to move freely within a larger, designated area. This is made possible through the use of advanced tracking technology, typically involving sensors or cameras that monitor the user’s movements. Users wear VR headsets and often carry handheld controllers, enabling them to explore the virtual environment, interact with objects, and engage in activities as they would in the real world. Free Roam VR creates a more natural and unrestricted experience, fostering a heightened sense of presence and immersion by allowing users to physically walk, crouch, and interact with the virtual world, providing a more authentic and engaging encounter.

The applications of Free Roam VR extend across various industries, including entertainment, gaming, training, and simulations. In entertainment, it opens up possibilities for multiplayer experiences where users can interact with each other in the virtual space. In gaming, it takes the gameplay to a new level, allowing players to physically navigate through virtual worlds. In training and simulations, Free Roam VR becomes a valuable tool for scenarios that require hands-on practice and real-time decision-making. While challenges such as space requirements and technical complexities exist, Free Roam VR continues to evolve, offering a glimpse into the future of immersive virtual experiences that go beyond the limitations of traditional VR setups.

Free-Roam Origins

The rate at which technology is being implemented has been astonishing, leading to increased levels of immersion. However, there have been challenges accompanying this progress, resulting in the downfall of certain operations. One notable example is TheVOID, a prominent figure in the tech industry. The company had initially demonstrated a groundbreaking approach to creating a multiplayer immersive environment. With the backing of Walt Disney Company and their VR creation studio, Industrial Light & Magic VR (ILMxLAB), they received a significant investment of $20 million in 2019 from supporters.

The high hopes of TheVOID, which included the availability of popular Intellectual Properties (IP) like ‘Star Wars: Secret of the Empire’, ‘Wreck it Ralph’, and ‘Ghostbusters Dimensions’, did not outweigh the financial losses from operational costs, management expenses, and licensing fees. It was challenging to stay up-to-date with the rapidly advancing technology. The idea of developing their own VR headset was dropped in favor of partnering with Oculus. Additionally, the use of unreliable and costly PC backpacks and tracking systems hindered their operations.

The company faced various financial problems, including a failed acquisition and a decline in revenue. These issues were further worsened by the Global Lockdown, leading to the closure of the business and failure to repay loans. The company’s plans to establish a monopoly with 30 locations were also unsuccessful. However, there have been discussions about raising $20 million to potentially revive the company in a different form. It is important to note that not all virtual reality operations similar to the company’s experienced the same negative outcomes.

Zero Latency, a long-standing leader in multiplayer arena-based entertainment, has made significant contributions to the practical applications of this technology in the entertainment industry. With approximately 70 venues utilizing their hardware and properties, the company has recently made further advancements by replacing the backpack PC with a new VR streamed system in their eight player environments. They have also collaborated with Ubisoft to develop ‘Far Cry VR’, an immersive experience set in the ‘Far Cry 3’ universe, created by nDreams. Additionally, Zero Latency has revealed their intentions to launch a licensed ‘Warhammer 4000’ VR experience.

The Land Grab

Since its beginning, the virtual reality (VR) industry in China has experienced a consistent dedication to investing in VR systems that cater to multiple users. Initially, early applications utilized impractical VR headsets from local manufacturers and the similarly inconvenient VR backpack PC, all of which were aided by tracking systems. Glo, Inc., a developer based in Hong Kong, was one of the pioneers in this field. In 2016, they began operating sites that allowed users to freely roam in VR environments. However, it required significant financial backing and a rebranding effort to Sandbox VR for their project to gain momentum.

The operation has seen considerable investment towards driving to establish the market – initial investment of some $68m in 2019 also saw support from Alibaba Group Holdings and other prominent investors in the then six facility operation. While in 2021 further investment, including a $37m, from high-profile celebrity investors, adding to a total pot of some $122m received – a move to establish over 30 venues globally of the VR chain, establishing both operated and franchise sites.

Sandbox VR has joined other VR arena scale companies in featuring popular properties. They first released content based on ‘Star Trek: Discovery Away Mission’ and more recently obtained licensing from Netflix for ‘Squid Games: Virtuals’. Some locations still use backpack PCs and physical markers, utilizing PICO headsets. The company continues to upgrade their technology as they expand to more venues, aiming for a total of approximately 40 venues in the near future.

Attempts by other developers of LBE venues have been more modest. Operation Dreamscape Immersive has been much more subdued. The company with venues in Los Angeles, Riyadh, and Geneva have also received considerable investment from high-profile investors and celebrities, achieving a $71m raise. And has allowed them to look at a longer business plan. The corporation has migrated from backpack PCs and has embraced high profile licensed properties. The company is rolling out ‘Men In Black: First Assignment’ and ‘Dreamworks Dragons Flight Academy’.

Dreamscape immersive has expanded its focus to include various forms of location-based entertainment, education, and promotion. They utilized their technology to develop an elaborate marketing campaign for luxury watch brand Audemars Piguet. Additionally, they created a temporary installation for the Harry Potter New York store, featuring attractions such as ‘Harry Potter: Wizards Take Flight’ and ‘Harry Potter: Chaos at Hogwarts’. In this environment, advancements in technology have opened the doors for other developers to introduce their own multiplayer free-roam adventures, aiming to be a part of the competition.

Dedicated Adventures

The latest VR streamed technology building off the advancements of Wi-Fi 6e has seen the retirement of the backpack PC – though many of the new applications use haptic vests along with physical effects to achieve an immersive experience. These new generations of systems are looking to be deployed within existing sites, while still developing standalone locations.

One of those developers is The Park Playground – with several European venues offering VR experience packages including free-roaming adventures, in what some have come to call an IKEA-style VR arcade. The airy venues supporting group hire, and social entertainment, as well as a drop in traffic. The company has been working to franchise their venue offering, but also announced the launch of ‘The Park VR System’, a standalone free-roam turnkey arena that can be dropped into existing entertainment spaces.

Many of the VR arcades running free-roaming arenas depend on licensed content, and the zombie hoard shooter has been a strong genre. Vertigo Games, and their VR arcade content distribution group Springboard VR are known for their popular ‘Arizona Sunshine’ VR hoard shooter. The game was licensed and redeveloped by failed free-roaming venue operator Nomadic – who tried to launch their chain of centers running ‘Arizona Sunshine: Rampage’ but failed to gain market traction less than 24 months after opening, following a $6m seed investment.

Retail venues and malls find the creation of a LBE VR installation appealing as it serves as an engaging entertainment focal point. DIVR Labs, the developer and operator, has successfully established their own venues, such as those located in the Westfield shopping center chain in London and Stockholm. The company has created various immersive experiences, including their recent game ‘Last Stand,’ which involves players fighting against a horde of zombies. These adventures allow groups of guests to explore virtual environments with the aid of physical walls and effects.

Lightning VR, a company headquartered in the Netherlands, has recently launched two operational venues and obtained licenses for their free-roaming VR streaming platform. They are now transitioning towards a franchise model to cater to other operators. Alongside this, Lightning VR has also created its Player versus Player (PVP) content for its immersive platform. Their latest game, ‘Close Combat’, introduces a distinctive gaming feature called “staircases” to add intensity to battles.

VEX Solutions is an established name in the free-roaming VR scene, the company fielding their dedicated ‘VEX Adventure’ – comprising special effects within the enclosure, as a turnkey operation. The company has also developed a more cost-effective platform with their ‘VEX Arena’ – offering a flexible VR arena for operators of all sizes, and now supporting kid-friendly content to appeal to all audiences.

Standalone Arenas

The more standalone mid-scale area installation offers a lower-cost installation able to be placed in entertainment venues looking to have a VR element.

Lasertag has proven an incredible attraction for many family entertainment and amusement venues in the States and the wider field, and the ability to offer the appeal and operational simplicity of laser tag in a VR format has seen greater levels of investment. This has also seen the interest in greater numbers of players supported in real-time.

Creative Works, specialists in developing laser-tag arenas used their experience to create the ‘Limitless VR’ one of the few free-roaming standalone platforms that includes physical obstacles mapped into the virtual world to add to the player engagement. A turnkey operation with HTC Focus 3 headset and weapon charger station and kiosk operation, Creative Works has partnered with StrikerVR to deploy their new ‘Mavrik-Pro’ weapons interface with realistic recoil and haptics.

Developer Cross Reality International, has released their ‘CRES’ Cross Reality Entertainment System, able to accommodate 10-players at a time. Another system that offers the flexibility of size to suit different operators. The company has even worked with VR headset manufacturer PICO to develop a version of their hardware to support hot-swapping of batteries, an essential for facilities running these platforms.

Some manufacturers have created a competition-based virtual reality (VR) arena experience. One well-known provider in this field is Phenomena, which has developed the “VR Esports Arena” with their latest system called “Omega Protocol” which encourages team-based combat for high scores. This system also allows for cross-facility competitions. Another developer, Octopod VR, offers the “Octo:Gone” modular VR arena platform, which can accommodate up to eight players and offers a variety of VR content for different audiences.

Dedicated enclosures created to be dropped into venues, offering unique immersive experiences, have seen VR free-roam applied liberally. Developer Exploring Digital has released their ‘Megaverse VR’ arena able to accommodate from six up to 12-players, in a flexible footprint to suit all sizes of venues. While developers like Holomia Technologies and their ‘Mission X’ hope to create simple VR turn-key experiences from four to 10-players, turning available space into VR combat arenas.

SPREE Entertainment, a company known for selling many arenas that cater to a family-friendly environment for younger players, has expanded their game selection by introducing titles like ‘VR CyberRealm’ that provide a more thrilling experience for older players. This offers operators a cost-effective option. Configurable and appealing VR Arenas are receiving significant investments, with companies like Hero Zone VR launching their new zombie-themed game ‘Dead Ahead’ and offering a flexible pricing model to accommodate everyone’s budget.

Many of these VR arenas listed employ either the HTC Focus 3 or the PICO range of headsets, seen as the most practical for this kind of enterprise application. The need for the right headset, able to survive the robust conditions of deployed in free-roam entertainment arenas, has proven a hard crucible for this nascent technology. Likewise, operators are looking for simple turn-key applications of free-roam, and want to avoid excessive license fees, staffing overheads and temperamental hardware.

Future Options

Just as we report the advancements in this scene, and a new technological advancement is announced. HTC revealed the launch of their ‘VIVE Ultimate Trackers’ – negating the need for the bulky Valve Lighthouse systems. These have been developed for Enterprise application of full-body XR experiences – along with military training, this technology facilitates a new generation of free-roam applications.

With the announcement of the launch of the new technology, HOLOGATE through their HGXR simulation and training division will be ushering in utilization of this new technology through their collaboration with HTC. It will see the technology enabling their full-body XR experiences and is expected to play a part5 in HOLOGATE’s entertainment projects – with this small and lightweight alternative.

The use of free-roaming virtual reality (VR) and the emergence of mixed reality (MR) experiences with see-through and pass-through MR headsets, is anticipated that there will be an increase in MR-style laser tag experiences, where players can move around actual environments while encountering virtual obstacles and opponents. The introduction of MR-enabled consumer headsets by Meta, Apple, and Samsung has certainly played a role in fostering this advancement.

However, like many game studios before, the challenges of player responsibility in non-dedicated entertainment areas can hinder the development of these types of multiplayer experiences for consumers. It remains to be seen whether these new MR experiences will be successful in Location-Based entertainment venues, along with other platforms mentioned earlier, such as Meleap’s competitive eSports game ‘HADO’ and Enklu’s immersive gallery ‘Verse Holographic Theater’.

This concludes the snapshot of the VR free-roaming sector. We will return shortly with the next immersive technology application that is looking to draw new audiences into the LBE arena, and possibly drive new applications for consumer adoption.