The LBE VR industry continues to mature as we're witnessing a shift from novelty attractions to robust, revenue-driving infrastructure. This week's news underscores that transition: Titanic: The Artifact Exhibition is seeing a staggering 70% conversion rate on its VR upsell, proving definitively that guests are willing to pay a premium for deeper immersion when the content delivers. We're also seeing major institutions like the British Museum preview physical spaces before they change, and Disney is leveraging XR to preserve history for fans.

And in One Big Thing, I propose the XR version of Hollywood’s four-quadrant formula for blockbuster success, using VRilliant, one of the most successful independent VR arcade game studios, as a model.

Pico Teases Upcoming 'Project Swan' Dual-4K XR Headset Pico has teased its forthcoming "Project Swan" headset, an enterprise and prosumer device expected to launch in 2026 featuring a dual-chip architecture and 4K resolution per eye. Read more...

VIVERSE and Wevr Debut Location-Based Multiplayer 'The Little Prince' VIVERSE and Wevr have successfully launched a location-based multiplayer VR adaptation of the literary classic The Little Prince, utilizing spatial computing to blend storytelling with social engagement. Read more...

vrCAVE Pivots to the Living Room with 'Heroes Together VR' for Meta Quest Traditionally known for location-based escape rooms, vrCAVE has officially launched its first consumer-facing, cooperative roguelite game designed specifically for standalone Meta Quest headsets. Read more...

Immotion Launches 'Polar Odyssey' VR Motion Film Immotion has officially launched its newest educational VR motion film, taking audiences on an immersive journey alongside polar bears navigating the harsh realities of Canada's Seal River. Read more...

Forbes Opinion: Why LBE VR is Shifting from Novelty to Infrastructure. A recent Forbes Business Council piece, penned by our newest member, Vasily Petrenko from Another World, argues that location-based VR is moving past the hype cycle and must now be treated as reliable, standardized infrastructure by founders and venues alike. Read more on Forbes.

InstaVR Prepares to Showcase Unattended VR Arena at Amusement Expo InstaVR is set to debut its new fully automated, self-service VR arena at the Amusement Expo, highlighting features like automated headset dispensing and integrated cleaning drawers to reduce venue staffing needs. Read more...

'VR World Basildon' Arcade Slated to Open Next Month in Essex A new token-based virtual reality entertainment venue featuring free-roam arenas, escape rooms, and golf simulators is scheduled to open at the Eastgate shopping centre in Essex as soon as next month. Read more...

Sandbox VR Hits 5 Million Players as LBEXR “Finds Its Footing”

With the location-based VR market finding its footing, CEO Steve Zhao reveals that Sandbox VR has surpassed 80 locations and five million players, pointing to franchise growth and scale as the essential drivers for funding new immersive experiences. Read more on Forbes.

I want to welcome and thank all the new members who have joined since IAAPA Orlando in November.

Zero Latency VR, Funlab, Wevr, HTC VIVE, VR Experts, Varonia Systems, Hero Zone VR, Cleanbox, VEX Solutions, VR Core, Vrilliant Studios, Xeus, Another World, Zoocade, Spy Ninjas HQ, Axiom Holographics, Astation, DMG (Jay Fenton), Clark Synthesis, Walk Thru Music, CanopyPilot, Hallucinations Studio, and Chaos, Inc.

These companies represent some of the leading operators, developers, distributors, and manufacturers worldwide. It brings LEXRA to 73 member companies and puts us on track to hit 100 in our first year.

Member collaborations are already happening. Studios are expanding content licensing to new locations. Operators are getting access to new content. IP is being licensed for new experiences. And knowledge is being shared among industry leaders.

This is YOUR association, and we won’t be complete until YOU join. Learn more at this link.

British Museum Uses VR to Let Guests Visualize a Post-Parthenon Marbles Gallery The Institute of Digital Archaeology has introduced a VR program in the British Museum's Room 18 that allows visitors to virtually explore what the Duveen Gallery will look like if the contested Parthenon Marbles are returned. Read more...

Kenya's Konza Technopolis Developing AI and VR Science Museum Konza Technopolis and the National Museums of Kenya have partnered to build a new Science Museum that plans to use virtual reality and AI to digitize and present the ancient fossils of the Cradle of Mankind. Read more...

Xixia Imperial Tombs Museum Deploys VR to Recreate 1,000-Year-Old History Visitors to the Xixia Imperial Tombs Museum in Ningxia can now use VR headsets to step into a vividly reconstructed virtual world featuring interactive performances and traditional games from the Spring Festival of the Xixia era. Read more...

Keswick Museum Launches 'Outside In' VR Exhibition of the Lake District The Keswick Museum has officially opened its "Outside In" exhibition, utilizing VR headsets and large-scale projections to let visitors virtually traverse the landscapes of the Lake District from within the gallery. Read more...

Květná Glassworks Integrates VR to Showcase Traditional Czech Glassmaking A new museum at Květná Glassworks is bridging historical craftsmanship with modern technology by offering VR experiences that give visitors an up-close, safe look at the intense hand-blown glass production process. Read more...

A couple of weeks ago, I spoke with Antoine Lieutad, the CEO of Eclipso. And he shared some insights with me that changed my entire outlook on the VR market. I asked if I could share them with the community, and he said yes! So tune into my next AMA. It’s gonna blow your mind. Click the image to sign up. It’s free for everyone!

Titanic Exhibition's VR Add-On Achieves Massive 70% Upsell Conversion Rate Proving the high consumer appetite for interactive historical content, the Titanic: The Artifact Exhibition is seeing an impressive 70 percent of its guests opt to pay for a premium VR experience that explores previously inaccessible parts of the ship. Read more...

Disney Archives Closed 'MuppetVision 3D' for Future Apple Vision Pro Release Following the physical attraction's closure last year, Disney and The Jim Henson Company have confirmed they meticulously archived MuppetVision 3D with VR cameras for a future, yet-to-be-dated release on the Apple Vision Pro. Read more...

It’s time to stop listening to your own bullshit and start listening to mine.

I’m going to keep this short. It’s called One Big Thing, not one long thing (though often it’s both.)

Habo is one of the few analysts worth following on immersive LBE. I see lots of research reports, and most of them aren't worth the ink they’re printed on. Almost everyone I see lists defunct businesses under their “Industry Leaders” section. Exit Reality? The VOID? Dreamscape? Really?

But Habo knows our industry. And they recently published some research you should look at.

Only 25% of adults have tried LBEVR, but more than 60% are interested. In that crucial 25-44 age group, more than 70% are interested.

At IAAPA Orlando, I asked a room of very experienced FEC operators how they felt about VR. Overwhelmingly negative. At the Immersive Experience Network event in London, the same thing. “I tried VR in 2017 and didn’t like it.” Someone actually said that to me in 2025. WTF?

That would be like me saying that I don’t use an iPhone because I hated my BlackBerry. Or I don’t listen to music because I don’t like turning over my albums to hear the other side. Or I don’t cook my food because I don’t like rubbing sticks together to make fire. (You get the point, right?)

If you‘re one of those operators stuck in 2020, still fuming about the lack of headset cables, or the fact you paid $90K for a Hologate and now can’t sell it for $10K 5 years later, it’s time to get over it. You were an early adopter. Sometimes you get shot when you’re a pioneer.

I just got off the phone with one of the fastest-growing cinema chains in America. They reached out through the VR Collective website. They’re buying failing AMC Theaters and investing in more immersive technology. They want to convert several of their auditoriums into VR. Fever, the largest immersive entertainment ticketing platform in the world, valued at almost $2 Billion (with a B), is opening free-roam VR theaters as fast as it can.

You can still screw it up, get the wrong system, with the wrong content, for the wrong audience, and lose money. But the paths to success are much clearer today than ever. LEXRA can help, and so can I.

Stay immersed,

Bob

PS - Later this week, I am going to send out a special email where I will show you the new Four Quadrant model for a blockbuster VR game. Keep an eye out.