It’s been a year, (really a decade) in the making. But I just launched the first trade association for the location-based XR industry. Yeah, I used XR in the name despite my disdain for that term, because we need to be more inclusive off mixed and augmented reality. And words matter. Just please don’t use XR for your consumer marketing and we can remain friends. Details after the news...

"You know the difference between a chicken and a pig at breakfast? The chicken is dedicated, but the pig is committed.”

New Developments

FECs and Arcades

Zero Latency Expands Free-Roam in Redmond
Redmond Escape Room is raising the bar, adding Zero Latency’s free-roam VR to its arsenal. The new arena gives players a taste of large-scale, untethered gameplay—something only a handful of FECs can claim in North America. Is this the new anchor attraction model?
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York VR Arcade Doubles Down on Group Play
York’s VR Arcade Entertainment is betting big on multiplayer, bringing in new platforms that favor team experiences over solo sessions. Operators are watching to see if the shift drives higher throughput and bigger birthday bookings—or just more headset wipes.
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Zoos and Aquariums

Virtual Dinosaurs Invade Aquarium in Bristol
Bristol’s aquarium is banking on virtual dinosaurs to draw new crowds, with an immersive VR exhibit that turns ancient history into a Saturday activity. Is this a lifeline for legacy attractions or just a Jurassic gimmick? (Dinosaurs belong in zoos, right?)
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Museums and Science Centers

Tokyo Dome’s Immersive Space Museum Goes Free-Roam
Tokyo Dome just opened Japan’s first free-roam VR museum exhibit, blending high-traffic family entertainment with hands-on STEM learning. If it works, expect every science center to come calling.
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Wight Aviation Museum Taps VR for History Tour
On the Isle of Wight, the local aviation museum is flying into new territory with a sheriff-led VR journey through the island’s aviation history. Not your standard flight simulator—this one’s all about storytelling and local pride.
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Community-Driven VR Museum Experience
Museums aren’t just for artifacts anymore. A new collaboration is letting local communities shape VR exhibits, creating a participatory model for virtual curation. Could this be the path forward for underfunded museums?
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Art, Music, and Culture

Cleopatra VR Exhibition Draws Crowds in Madrid
Madrid is the latest city to bank on history, debuting an immersive Cleopatra VR experience that’s heavy on cultural spectacle. No surprise here—historical and heritage titles continue to set the pace for successful immersive attractions worldwide. The real question: will Cleopatra’s star power translate to steady ticket flow in a major tourist hub?
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Flash Forward: Taiwan’s LBVR Storytelling Goes to Cannes
Flash Forward Entertainment is repping Taiwan at Cannes, showing off narrative-driven LBVR that blurs the line between cinema and VR. The takeaway? Story still trumps spectacle when it comes to culture.
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Bhopal Museum Launches Virtual Heritage Tours
India’s Bhopal State Museum is using VR to future-proof its heritage tours, aiming to pull in younger, tech-savvy crowds. Can virtual docents compete with real ones, or does tech risk turning history into just another swipe?
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Brazil’s Indigenous Culture Gets the VR Treatment
A new Brazilian initiative is using VR to showcase indigenous cultures, offering immersive access to traditions rarely seen by outsiders. Real cultural exchange or digital tourism? The debate’s just getting started.
Read More

Virtual Reality Explores Buddhist Heritage at Lalitagiri
Lalitagiri’s latest attraction puts Buddhist history in the headset, blending virtual storytelling with site-based experiences. If this catches on, ancient ruins everywhere might get a digital facelift.
Read More

And now...

One Big Thing

LEXRA, the Location-based Entertainment XR Association, is officially launching.

If you’ve been reading this newsletter for the last few months, this won’t be a surprise. I’ve been telegraphing the need for an association for the better part of the last year. And like many things, I kept waiting for people to raise their hands to help.

There’s a phenomena in product development I call “False Positive Reactions.” If we’ve worked together you might have heard me talk about the. It’s when you show a new VR product at a trade show, or to your friends, or your mom, or anyone who doesn’t have a real stake in its success. Usually the response is something like,

“Wow, that’s amazing!”

Founders often take that to signify product market fit. But until someone pays for the product, those words are meaningless. That’s been my experience with the association. Lots of people saying it’s an amazing idea. But when I’ve reached out for real support…crickets.

Matt Church, founder of the Thought Leaders Business School, has a model on commitment. Money is the lowest form of commitment. Time, Energy, and ultimately Identity all trump money. So I am looking for 12 people who want to IDENTIFY with being the co-founders of LEXRA. Oh, yeah, and there will be dues.

One Asshole Can Ruin Everything

I’ve never really liked associations. Don’t get me wrong, I have friends who run them, and even more who volunteer. But too often, associations get bogged down by politics, serve the biggest voices, and move too slowly. I’ve watched committees get hijacked by people chasing business advantage or just looking for a pat on the back. LEXRA needs to be different.

I’ve been talking to a few people who have run associations, soliciting advice. My favorite so far has come from Bethany Evans, former Executive Director at the International Association of Trampoline Parks. She warned,

I see people ignoring my advice all the time on stuff I am widely considered the foremost expert. So I am heeding Bethany’s advice and recruiting the founding board first. Founding board members will get the following benefits:

Founding Membership Benefits:

• Two year board seat to shape the direction of the association, and the industry.

• Direct influence on industry standards, policies, and LEXRA’s strategic vision

• High-visibility recognition at events, in publications, and online

• Leadership in all major initiatives—from events to education to working groups

• A lifetime legacy as a builder of the next era of XR-powered experiences

Only 12 founding member spots are available. I’ve had dozens of people say they want to get involved. The question is, are you committed?

Founding members will be asked to contribute based on the size of their organization. Founding member fees range from $5000-$10000 for the first year. Remember, money is the lowest form of commitment.

Are you interested in being a part of history? You can apply here.

If that’s too much dough right now, my experience suggests you’re probably too busy hustling to invest the time and energy I am looking for. That’s OK, I have mad respect for hustlers. I’ve called one many times. As with most things, I usually took it as a compliment. There will be standard memberships opening up soon.

Why does LEXRA matter now?
Our industry has the tech, talent, and vision—but we’re still running into fragmentation, lack of standards, and too many people reinventing the wheel. We need a new way forward.

What does every LEXRA member get?

• A real voice: Help set standards, define best practices, and actually shape the agenda.

• Meaningful connections: Network with leaders and peers across arcades, FECs, museums, art venues—everywhere XR is making a difference.

• Access to actionable knowledge: Get member-driven research, insights, and practical tools for growth.

• A global platform: Share your story through The VR Collective, now LEXRA’s official media arm.

• Opportunities to collaborate and learn: From directories and events to education programs and our online Circle community, you’ll have more ways to connect and stay ahead.

• And more to come…

If you’ve ever felt like you’re building alone or that the industry needs a better path forward, this is your invitation.

Apply as a founding member—or register to become a and help shape what comes next.

Let’s make this industry stronger, smarter, and more collaborative—together.

Stay immersed,

Bob

PS - if you’re not ready to join LEXRA, make sure to join the online community on Circle. It’s FREE.