Virtual reality has completely transformed the entertainment landscape. A few years ago, setting up a VR business meant buying expensive computers and dealing with tangled cables. Today, the barrier to entry is much lower, and the technology is vastly improved.

But buying the equipment is only half the battle. If you want to see a real return on your investment, you need a solid plan. In a recent episode of the Attractions Insights Podcast, Alex Rossol from VR Cave shared his expertise on what makes virtual reality profitable and the common mistakes new operators make.

Here is what you need to know before bringing VR into your venue.

The Business Case for VR Centers

One of the biggest advantages of virtual reality is replayability. Traditional escape rooms require a massive amount of physical space and buildout time. Once a group finishes the room, they are done. They will not pay to solve the exact same puzzles again.

VR solves this problem entirely. You can run multiple different experiences in the exact same physical space.

“Within a single physical piece of real estate, you can have that player come back to that room three times, four times, five times because you just press a button and it’s a different escape room experience. So they’re using that piece of real estate again and again.”

Alex Rossol, VR Cave

This makes the business model much more sustainable. You get the high ticket price of an escape room without the constant need to tear down walls and build new sets. It is one of the reasons family entertainment centers have been adding VR wings at a rapid pace.

Avoid the “Build It and They Will Come” Trap

A major mistake operators make is assuming the technology will sell itself. You can buy the best headsets on the market, but if no one knows they exist, your arena will sit empty. This is where a strong approach to VR marketing becomes essential.

“Just because the tech is cool, VR alone is not a silver bullet. Build it and they will come… unfortunately, it’s just not quite the case. People need to know you exist and hiring the right people that are also excited and can bring that excitement to the players.”

Alex Rossol, VR Cave

Digital marketing for VR centers requires a specific strategy. You cannot just run generic ads. You need to show people having fun. An empty VR booth looks dark and broken. Put screens up showing the gameplay to the people walking by, and suddenly it becomes something people want to try.

When running VR Google Ads or building out your SEO for VR, focus on the social angle. People go to entertainment venues to hang out with their friends. Frame your marketing around group events, team building, and shared experiences.

Hardware and Operations: What to Expect

The days of fragile, tethered headsets are mostly behind us. Modern headsets are quite durable because there are no cables to yank out of the ceiling. Free-roam is the standard now, allowing players to walk around naturally without getting tangled up.

That said, VR is not a fully unattended attraction. You cannot treat it like a classic arcade machine where guests drop in a token and play by themselves. You will need staff to help players put on the headsets, explain the controls, and occasionally swap out batteries.

You also have to be careful about the software you choose. If a game makes your guests sick, they will never come back.

“There’s a disconnect between what you’re seeing with your eyes and what your brain perceives behind the scenes… A VR roller coaster is a big example of that. You don’t feel the motion that you’re seeing. So that disconnect causes nausea.”

Alex Rossol, VR Cave

To avoid this, make sure the games you buy run at a high frame rate and have minimal delay between the player’s movement and what happens on the screen.

Questions to Ask Before You Buy

Before you sign a contract with a vendor, take a step back and define your goals. Are you trying to attract young kids for birthday parties, or are you targeting corporate team-building events? The answer will dictate the type of content you need.

You also need to decide how hands-on you want to be. Do you want a turnkey system where experts set everything up, or are you willing to learn the tech yourself?

“Begin with the end in mind. Like, what’s the ultimate goal for this one? And who is your current clientele? Is it team building groups? Do you have young teens? Is it very young birthday parties?”

Alex Rossol, VR Cave

Finally, talk to other operators before you commit. Ask them if their players actually enjoy the games and if the vendor provides good support when things break. Doing your homework upfront will save you a lot of headaches down the road.

Bringing virtual reality into your venue can be incredibly profitable, but it requires the right mix of reliable hardware, engaging software, and smart marketing. Get those three things right, and your new attraction will be packed all weekend long. If you want help putting together a digital marketing strategy for your VR center, our team is ready to help.

Based on the Attractions Insights Podcast episode featuring Alex Rossol of VR Cave. Watch the full video here.