Commentary
Free-roaming VR raises a wealth of location based entertainment possibilities
The argument for standalone (mobile) VR against full performance of high-end (PC) VR arena experiences continues. Meanwhile, the VR scene hopes to encroach on the experiences achievable with free-roaming entertainment in a commercial setting.
November 23, 2020 by Kevin Williams
One of the key aspects of the latest phase of development in location based entertainment virtual reality has been the adoption of free-roaming applications. What industry specialist KWP has dubbed "Phase Five" of the latest adoption of VR into the commercial entertainment landscape, where vast cumbersome and technologically complicated free-roam arenas were deployed. In many cases, employing camera-based mapping and tracking of objects in a complicated ballet is usually referred to as simultaneous localization mapping. With advancements in technology and the simplification of the process, the ability to track multiple users within an arena has been achieved, and the cost reductions are being applied towards creating cost-effective solutions.
How much of this will see the replacement of the backpack PC for a Wi-Fi 6 standard streamed VR experience is debatable with the current achievements of the technology. Also, the argument for standalone (mobile) VR against full performance of high-end (PC) VR arena experiences is an ongoing discussion. The explosion in interest in standalone with the Oculus Quest 2, and the pending PICO, Samsung, Panasonic and possible Sony entrants, makes for a contested and interesting debate. Though the quality and fidelity compromises are such that PC backpack solutions seem to be with us for the medium term.
The new generation of flexible arena mapping platforms will drive the investment in more free-roaming installations. No matter, the consumer VR scene hopes to encroach on the experiences achievable with free-roaming, such as with "co-location." The unique entertainment offerings from this installation in a commercial setting, able to accommodate large simulations and playing environments, with unique physical effects, and creating impressive PC-based VR immersion, are still highly compelling and unbeatable.
In search of a full experience suite
Establishing a full suite of VR entertainment experiences for the various needs of the entertainment venue business has been a constant challenge for many corporations. One of those that has established an important place in the market is VRstudios. Along with the company's enclosure and free-standing VR platforms, they have also defined backpack VR arena experiences with their "FLEX" VR game arena platform. The platform supports from four to eight players, in either small 25-square-foot or big 40-square-foot arenas, using the company's Attraction Management Platform to integrate the hardware support, working with the HTC VIVE headset and HP backpacks.
The company, before the pandemic, had installed the first FLEX Arena system in partnership with entertainment chain Dave & Buster's, demonstrating the value of adding a new attraction and revenue source to otherwise underutilized space. They utilized D&B empty party rooms, repurposed with the VRstudios FLEX system into free-roaming attractions for the venue, able to quickly convert back when needed. This level of flexibility is opening the opportunity to venues of all scales to include a free-roaming arena in their offering.
More partnerships emerge
VRstudios, along with Cineplex, owner of Player One Amusement Group, recently announced both a new distribution partnership with adventure and trampoline park manufacturer and designer Fun Spot, along with a partnership with technology company Cleanbox Technology to ensure their safety and hygiene strategy.
Nomadic VR, meanwhile, had initially wanted to develop its own game content, but after an initial process, reverted to a partnership to license a version of the popular zombie shooter from Vertigo Arcade. But soon the reality of what they offered impacted the plans of the operation.
Long before the pandemic, Nomadic had closed its Orlando flagship venue (only open some 11 months) and plans for Las Vegas and Los Angeles sites were shelved. The company had opened a second site in Asia, signing an agreement with 4DX to open in the CGV Gangbyeon multiplex in South Korea — the fate of that site, post-COVID, is still to be determined. At the time of the transition, Nomadic had been contemplating developing licensed game content for its venues and, in development with partner VRWERX, was creating an experience based on the popular "Mission Impossible" movie franchise. Obviously, this game never saw the light of day, as the operation pivoted away from facility operation. But the company has built on the valuable lessons it has learned from operating in the sector and, during 2019, partnered on a major installation with Oculus and ILMxLabs — creating a pay-to-play LBE VR experience, "Vader Immortal: Lightsaber Dojo," based on the consumer VR experience (Star Wars Lightsaber Dojo), as a training game, pop-up installation, with 10 minutes for $10. It was temporarily placed at Simon centers and Cinemark theaters locations.
In September it was announced that, following this initial test, Nomadic and ILMxLabs would be partnering to make "Lightsaber Dojo" more efficient for family entertainment centers and arcades to operate, working with VRsenal to create an upright tethered version. Nomadic is using its experience in software, as well as operation, to define a new future direction for the business post-pandemic. With a change of core management, the company is working to build on its software and operations experience to create new endeavors.
New players emerge
While some players are reassessing their LBE VR aspirations, new incumbents are entering the water and applying much of the lessons learned from theme park style attraction presentation. One of the veteran attraction manufacturers is Mack Ride, part of Mark International, and they have, over recent years, established a media-based interest.
Launched in September, "YULLBE — Full Body Tracking Free Roaming VR Experience," was developed by new division MackNeXT, in cooperation with VR Coaster and Mack Rides.
Working in collaboration with motion tracking specialists Vicon, the YULLBE attraction offers two unique arena-scale experiences and can accommodate up to 32 users, the first being a fully tracked, backpack PC experience presented through the Pimax 4K VR headsets. This is a 30-minute adventurer-based game called "Mission: Rulantica," a YULLBE 30 experience with eight players, ticketed at €29 ($34). The second experience, using an immersive platform, is a 10-minute horror-based game called "Traumatica" using standalone VR, (a YULLBE 10 experience with eight players, ticketed at €12 ($14)). But this is not a one-off installation. YULLBE is part of a rollout of a chain of LBE VR centers across Europe, with the company looking to create its own chain of sites, building on multiple experiences developed on this and smaller capacity versions of the free-roaming architecture.
This chapter in LBE VR is still unfolding.
(Editor's note: Extracts from this blog are from recent coverage in The Stinger Report, published by KWP and its director, Kevin Williams, the leading interactive out-of-home entertainment news service covering the immersive frontier and beyond.)
About Kevin Williams
Along with advisory positions with other entrants into the market he is founder and publisher of the Stinger Report, “a-must-read” e-zine for those working or investing in the amusement, attractions and entertainment industry. He is a prolific writer and provides regular news columns for main trade publications. He also travels the globe as a keynote speaker, moderator and panelist at numerous industry conferences and events. Author of “The Out-of-Home Immersive Entertainment Frontier: Expanding Interactive Boundaries in Leisure Facilities,” the only book on this aspect of the market, with the second edition scheduled for a 2023 release.
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