Inside VR

Every empty VR slot is a plane leaving the gate with a seat unsold. That mindset built Funlab into 50 venues across Australia and New Zealand. Blaise Witnish, the company's Chief Growth and Innovation Officer and acting US CEO, is now moving to Los Angeles to bring the playbook to America. Bob Cooney sits down with Blaise for a straight operator masterclass. Funlab runs eight brands, over 3,00...

Podcast Intro In 2017, IMAX tried to bring virtual reality to theaters, and failed. But the story didn’t end there. In this episode, Bob Cooney explores what went wrong with IMAX VR, why its brand extension never made sense, and how a new generation of large-scale, story-driven VR experiences is succeeding where IMAX stumbled. From Horizon of Khufu and Titanic to the upcoming Black Mirror immersiv...

In this episode, Bob Cooney dives into NRG’s latest report, Gen Alpha Saves the Box Office , and what it reveals about the future of entertainment. Gen Alpha - the generation shaped by the pandemic - is craving real connection, immersive group experiences, and shared cultural events. Bob breaks down 13 key insights from the study and connects them to opportunities for VR operators, immersive creat...

Summary: In this special session, Bob Cooney gathers operators, marketers, and innovators to reflect on the challenges facing the location-based VR and immersive entertainment industry, and how to solve them together. Drawing on the Two Loops Model of Change , Bob frames the conversation around moving from the old system of traditional attractions to a new system powered by XR. The panel explores...

Summary: Bob Cooney brings together pioneers of immersive technology to explore the concept of the downloadable theme park, an evolution in location-based VR where experiences can be changed at the push of a button. This conversation dives into the opportunities, challenges, and transformational potential of VR and mixed reality in entertainment and beyond. From wingsuit flight simulators to massi...

Show Notes: In this closing keynote from the 2025 VR Arcade and Attractions Summit, Brent Bushnell shares 20 years of building public entertainment with candor and optimism. This talk guides us through a tour through prototypes, venues, shutdowns, pivots, and the birth of DreamPark . What’s inside: From early interactive art and story rooms to Two Bit Circus, and why permanent venues beat temporar...

In this episode of Inside VR: Real Operators. Real Money. Virtual Reality , Bob Cooney is joined by Fabian Springer and Emanuel Ulbing from The Reality Escape , a fast-growing VR escape room network and marketing agency. They share how they turned their passion for escape rooms into a thriving multi-location business built on exceptional customer experience, a strong brand identity, and smart, dat...

In this episode, Bob Cooney talks with Parinitaa Rajgarhia, the driving force behind Zero Latency in India. From stumbling across her first VR experience while on a family trip to launching the country’s first large-scale free-roam VR arena in Mumbai, Parinitaa shares her entrepreneurial journey, market insights, and lessons learned. They discuss: How she evaluated the business opportunity for VR...

In this episode of Inside VR: Real Operators. Real Money. Virtual Reality , Bob Cooney sits down with Maarten Peelen , owner of Zero Latency locations in Rotterdam, Amsterdam, and soon Utrecht. Maarten shares his journey from experiencing free-roam VR for the first time in 2019 to building one of the fastest-growing VR arcade networks in the Netherlands. They dive into everything from raising capi...

Being Virtual | Deep Dive with Alex Rossol Show Notes How do you scale a niche VR platform to hundreds of locations, and keep every new game fresh, replayable, and profitable? In this episode of Being Virtual: Deep Dive , Bob Cooney sits down with Alex Rossol , co-founder of vrCAVE , the company behind the most widely deployed VR escape room system in the world. They cover everything from early ba...

Show Notes Is it time for the VR arcade industry to agree on best practices? In this interactive session from the 2024 VR Summit, a group of industry leaders gather to explore the need for standardized practices in VR entertainment, from cable management to content categories to repair protocols. This conversation marks the beginning of an industry-wide initiative to raise the bar on reliability,...

Can VR escape rooms outshine physical ones? In this operator-led panel from the 2024 VR Summit, four seasoned FEC owners break down how VR escape rooms stack up against traditional formats—and how they’re transforming everything from group bookings to game flexibility to return-on-investment. With modular playtimes, low staffing needs, and immersive storytelling, these experiences are opening door...

Show Notes Are we entering the post-headset era of immersive entertainment? In this future-focused session from the 2024 VR Summit, immersive tech expert Kevin Williams walks us through the evolution of immersive gaming rooms, enclosed, interactive spaces that deliver group-based, high-energy experiences without the friction of VR headsets. He’s joined by a panel of leaders shaping the space to ta...

Show Notes: How do we stay relevant in a world of Fortnite, TikTok, and YouTube megastars? In this lively session from the 2024 VR Summit, a cross-generational panel explores how arcades and entertainment venues can stay connected to digital-native audiences, from Gen Z to Alpha. What motivates younger guests? How do they view traditional arcade games, esports, and VR? And how can operators adapt...

Show Notes What separates a good VR experience from a great one? In this deep-dive session from the 2024 VR Summit, legendary game designer Eugene Jarvis (Raw Thrills) shares the creative process behind Godzilla Kaiju Wars VR —a next-gen, unattended arcade experience inspired by cinematic storytelling and decades of arcade innovation. A follow-up panel discussion featuring indie developers and ope...

Show Notes Is free roam VR finally ready to replace laser tag? In this action-packed panel from the 2024 VR Summit, operators and tech providers unpack the rapid evolution of free roam, from six-figure installations to modular, DIY arenas with flexible tech stacks. They break down exactly what you need to launch and scale your own immersive experience on any budget. Featuring: Mitchell Poythress –...

Show Notes Is there a future for story-driven VR in a world obsessed with zombie shooters and coasters? In this provocative session from the 2024 VR Summit, industry leaders unpack what happens when you focus less on interactivity and more on storytelling. They explore how emotional resonance, cultural partnerships, and education can unlock new audiences and business models for immersive venues. F...

In a world where couch entertainment reigns supreme, how do you get people off their screens and into your space? This episode—recorded live at the 2024 VR Summit—dives into how location-based entertainment venues can broaden their reach and increase return visits by offering meaningful, social, and accessible experiences. Eldad Givon (Valo Motion), Rico Torres (Arts Entertainment Hub), and Nick D...

Join Bob Cooney in an exclusive deep dive into SynthesisVR’s acquisition of SpringboardVR , a game-changing move in the location-based VR industry. Featuring Shabeer Sinnalebbe and Kamen Petrov from SynthesisVR, this discussion unpacks the evolution of arcade VR , the shift from room-scale to free-roam experiences , and the impact of consolidating industry platforms . Discover how this acquisition...