This week, I offer you a simple way to turn your standard VR games into memorable experiences, courtesy of a framework from Mat Duerden and the WXO.This is the hook below.

"I anticipate you might want to participate in this reflection… ”

One Big Thing

Elevate Your Virtual Reality Experiences

Twenty-five years ago, Joe Pine and Jim Gilmore published The Experience Economy. They recognized that the more one customizes a service, the more it becomes an experience. Their model showed margins going up as products evolved from commodities to experiences. 

Read on if you want to elevate your experience game to the next level. 

As you might know, back in 1989, I started one of the first laser tag companies, Laser Storm. The first games were simple. Each team got a score based on the total number of times the other team was hit. The scoreboard displayed the team scores, and that was it. You won or lost as a team. 

As competition emerged, we added individual scoring and statistics to the platform. At the end of each game, players would get a personalized computer printout showing how many times they hit each other player, along with accuracy, hits taken, etc. 

I observed how this changed the player experience as soon as we upgraded our centers. Not only did the way players approached the game change, but the post-game experience transformed into something of great value. 

After each game, players would gather around the old dot-matrix printer, clamoring for their scorecards. It was like we were giving away candy. Players would grab their printouts and huddle together, comparing statistics and bragging about how many times each person shot the others. The scorecard became our third act. 

There’s a well-known storytelling framework called the three-act structure. Every story needs three acts:

• Act 1: The Setup

• Act 2: The Confrontation

• Act 3: The Resolution

In laser tag, the setup is the briefing, the confrontation is the actual battle, and the resolution is the scorecard and the conversations it enables. We found that adding the third act increased customer satisfaction and repeat play. 

In the amusement industry, we generally do a shit job of Acts 1 and 3. We focus all our attention on Act 2. The lack of attention to creating a complete experience reduces what we can charge and often leaves customers wanting more. 

The Field of Experience Design

In their 2019 book Designing Experiences, authors Robert Rossman and Mathew Duerden recommend designing for three experience phases. 

Anticipation, Participation, and Reflection. 

This is a more advanced and relevant framework for experience design than the three-act structure. 

Anticipation starts with the discovery phase. The anticipation phase begins when a customer finds your business or discovers a particular experience inside your multi-attraction venue. Yet most operators give this hardly a thought. Or worse, they design this phase of the experience from the organizational perspective. I’ve seen too many operations where guests are forced to jump through hoops just to purchase a ticket. I recently had to spend 15 minutes filling out a waiver on a kiosk, then standing in line to pay to enjoy a 10-minute VR experience. Talk about a damper on the experience. 

Participation is an easy part from an operator's perspective. We are good at it in the LBE industry, so it’s not worth expanding upon here. 

Reflection is something that VR experiences miss, (with one notable exception I will cover later). Modern businesses have become overly reliant on digital technology and communications. I am promised an email summarizing my performance at the end of some games. This removes immediacy from the reflection and forces me to disengage with my friends and cede my attention to my phone. From there, I can easily be distracted by emails, notifications, or the latest cute cat video on TikTok. 

One company that’s nailed the Reflection phase is Sandbox VR. Players are escorted to a lounge area with a couch and TV at the end of each game. Sandbox uses AI to cut a post-game video that is presented to the players as a game trailer. That video is also emailed to players so they can share it on social media, creating millions of free media impressions for Sandbox’s network of locations. 

Reflection can be integrated into any experience. It just requires a space for players to gather to talk about their experiences with each other. This space can include a place to take selfies (or ussies if you’re a Ted Lasso fan). Food and beverage can extend this stage and increase per-cap spending, too. 

To elevate your VR experiences, consider investing more in the Anticipation and Reflection phases. A little attention can go a long way. For more information and to connect with a community of passionate experience designers, check out the World Experience Organization. 

New Developments

FECs and Arcades

Sandbox VR to Open at Gravity Max Wandsworth
Sandbox VR is bringing its cutting-edge virtual reality experiences to Gravity Max in Wandsworth, offering visitors an exciting new destination for immersive gaming. Read more

Anvio Expands US Presence with Upcoming Location in Detroit
Anvio is set to open a new VR location in Detroit, continuing its expansion across the US and offering more immersive free-roam experiences for gamers and thrill-seekers. Read more

How a VR Attraction in Scotland Will Make Learning Gaelic Immersive
A new VR attraction in Scotland is making Gaelic language learning immersive and fun, using virtual environments to teach visitors through cultural experiences. Read more

Exploring Ito Meikyu: The Ultimate Guide to Boris Labbé’s Latest VR Masterpiece
Dive into Boris Labbé's mesmerizing VR creation, "Ito Meikyu," which blends surreal visuals with intricate storytelling, offering a profound and immersive artistic experience. Read more

Discover How We Shape Tomorrow at NHM’s 2125 Experience
The Natural History Museum's "2125 Experience" lets visitors explore futuristic concepts and innovations through immersive VR, providing a glimpse into humanity’s possible future. Read more

What To Watch

The Being Virtual Show from Thailand

Come on a quick trip with me to Thailand, where I discovered a VR arcade on the tropical paradise of Koh Samui, and share with you some VR highlights from IAAPA Asia. 

Two New VR Bobble Awards Announced!

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