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, data-driven marketing.

From using fresh popcorn to evoke nostalgia, to creating detailed customer personas and executing AB-tested ad campaigns, Fabian and Emanuel reveal the strategies that drive their five-star reviews, high repeat business, and rapid expansion. This episode is packed with actionable insights for VR operators, escape room owners, and anyone looking to scale an experience-based business.

Time Stamps

0:00 – Introduction and origin story of The Reality Escape
0:41 – Early passion for escape rooms and the leap into VR
1:09 – First experiences with VR and discovering VR CAVE
2:18 – Advantages of VR escape rooms over physical builds
3:21 – Overcoming customer hesitation to try VR
4:04 – Replay value and unique experiences in VR
5:03 – The biggest challenge: getting customers in the first time
5:19 – Business growth path: exponential expansion
6:03 – The role of five-star Google reviews in attracting new players
6:52 – VIP-level customer care and creating memorable moments
8:10 – Scaling passion and customer experience through franchising
8:30 – First impressions: posters, popcorn, and game recommendations
9:57 – Creating emotional connections through game themes
11:14 – Extending playtime and adding surprise bonuses
12:00 – The intentional role of popcorn in brand experience
13:00 – Mapping the customer journey and understanding personas
15:50 – Two key customer personas: tourists and locals
17:20 – Tailoring marketing messages to each audience
18:11 – Google Ads and AB testing to refine campaigns
18:53 – Centralizing marketing across locations
19:36 – Advice for single-location operators starting with marketing
20:48 – Go-to tools for ad testing and tracking results
21:59 – Measuring success at each funnel stage
25:27 – Balancing marketing with business operations
26:23 – Applying the 80/20 rule to focus marketing efforts
27:39 – Percentage of sales from paid digital vs other channels
28:33 – Why Instagram beats TikTok for their audience
29:30 – SEO strategy: when and how to invest in it
33:28 – Building a brand beyond logo and name
34:52 – Using cultural references to connect with customers
36:02 – Designing experiences to evoke emotion at every touchpoint
37:27 – Launching a marketing agency to help other escape rooms
39:09 – How much to spend on marketing: 10–25% of revenue
40:47 – Considering lifetime customer value in ad spend
42:10 – Differentiating spend on locals vs tourists
44:58 – Scaling ad budgets and benchmarking ROAS
46:08 – Franchising and expanding services internationally
47:23 – Where to learn more and connect with Fabian & Emanuel
48:15 – Final thoughts and closing

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 India and set her pricing strategy
• The role of sampling in building trust and upselling customers to longer experiences
• Why premium VR works in developing markets and how to position it
• Marketing strategies that deliver results in a market with low initial awareness of VR
• The importance of personal engagement in sales and the cultural factors that influence booking behavior
• Overcoming gender biases as a woman leading a tech entertainment business in India

Whether you’re an operator, investor, or just fascinated by how immersive attractions succeed in emerging markets, this conversation offers a candid look at what it takes to launch and grow a premium VR brand.

🎧 Listen now to hear how Parinitaa has not only sustained but expanded Zero Latency’s presence, and why she believes the Indian market is just getting started.

Timestamps

• 00:00 – Parinitaa’s first encounter with VR and decision to bring it to India
• 02:07 – Launching Zero Latency Mumbai with young kids and no gaming background
• 03:15 – Pricing strategy and competitive analysis in an untested market
• 07:44 – Surpassing projections in the first month and lessons from the pandemic
• 11:19 – Who pays for premium VR in India and how the market has evolved
• 14:26 – Pricing for the Indian market vs. the West and introducing 15-minute “sampler” sessions
• 16:24 – How short experiences build trust and upsell to 45- and 60-minute sessions
• 20:20 – Marketing spend, customer acquisition, and the importance of education
• 26:21 – Expansion to Hyderabad and budgeting for launch marketing
• 29:12 – Why Instagram and WhatsApp drive 80% of bookings
• 33:19 – The cultural and operational reasons 60% of bookings happen over the phone
• 49:01 – Breaking gender barriers as a woman leading a VR business in India
• 50:55 – The motivation to challenge stereotypes and build a lasting brand

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 capital and finding the right location, to creating an experience that attracts non-gamers, leveraging influencer marketing, and designing venues that can run with minimal staff. Packed with practical insights for aspiring VR operators, this conversation is a masterclass in scaling a location-based entertainment business.

Time Stamps

0:00 – Welcome and introduction to Maarten Peelen
0:25 – First encounter with free-roam VR and launching in Rotterdam
1:12 – The importance of passion and excitement when starting a business
2:16 – Maarten’s background as a project manager and early entrepreneurial ventures
4:10 – Raising capital: investor challenges, family investment, and lessons learned
7:22 – Discovering Zero Latency and choosing the right platform
9:17 – Favorite Zero Latency and VR experiences
12:04 – Why walking is critical to immersion in VR
14:10 – Social bonding inside VR and helping nervous players through experiences
18:36 – Venue design for social spaces and post-game connection
19:37 – Biggest challenges: finding venues, permits, and location strategy
21:44 – Running dedicated Zero Latency venues: benefits and limitations
23:04 – Booking rates and designing for one-person operation
24:47 – Open sightlines, public visibility, and building curiosity
25:39 – Attracting non-gamers by marketing VR as a social experience
27:10 – Balancing rent vs. marketing spend for prime locations
29:03 – Price point, customer experience, and driving word-of-mouth marketing
31:12 – Capturing and sharing customer photos and videos
32:11 – Leveraging influencers organically and through partnerships
33:46 – Misconceptions about running a VR arcade
35:26 – Marketing the experience, not the game
37:01 – The role of sound, atmosphere, and design in immersive experiences
40:01 – Why fear works in VR: suspense, horror, and the unknown
41:53 – Far Cry as a scenic, non-horror alternative
42:30 – VR as the “downloadable theme park”
43:18 – Upcoming openings and future growth plans
44:07 – Closing thoughts and acknowledgements