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

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 backpack-based rigs to today's headset-agnostic platform, and dig into what it takes to build long-form, comfortable, and emotionally satisfying immersive content at scale.

Highlights:

• The surprising origin of vrCAVE’s first haunted house MVP

• Why vrCAVE doubled down on narrative escape rooms (and abandoned replayable arcade shooters)

• The secret to evenly distributed game popularity across a 9+ title catalog

• Standalone vs. PC VR: what works best, and why they still support both

• The real reasons motion sickness still happens—and how vrCAVE avoids it

• Exclusive territories, quality-first development, and advice for operators

Whether you're building VR content, buying games, or running an LBE, this is your behind-the-scenes look at what smart growth and intentional product design looks like in the immersive entertainment space.

Plus: tips on pricing, storytelling, team size, haptics, player comfort, and the future of mixed reality.

Guest: Alex Rossol, co-founder of vrCAVE
Key Moments

00:00 – Welcome & IntroductionBob introduces Alex Rossol and sets up the conversation around scaling VR escape rooms.

01:00 – How vrCAVE StartedAlex shares the origin story, from early headsets to their first haunted house MVP.

05:30 – Why They Committed to Escape RoomsWhy vrCAVE pivoted from short arcade shooters to narrative puzzle experiences.

08:10 – Replayability vs. One-Shot DesignThe business challenge of replayable content and lessons from their Laser Bots game.

09:45 – Balancing Operator and Player FeedbackHow they gather actionable feedback from both sides of the market.

12:00 – The Power of Software-Defined DurationHow operators tailor experiences to 15, 30, or 60 minutes using vrCAVE’s flexibility.

13:15 – Designing for ComfortHow motion sickness happens—and how vrCAVE avoids it to support longer gameplay.

17:00 – Why All Their Games Perform WellHow they’ve avoided the “80/20 rule” with a strong, evenly played catalog.

20:30 – Offering Exclusive TerritoriesWhy vrCAVE guarantees exclusivity and what it means for operator trust and growth.

25:00 – PC VR vs. Standalone HeadsetsWhat they’ve learned from supporting both hardware types—and why they still do.

29:10 – Headset ComparisonPros and cons of Meta Quest, HTC Focus, and Pico from an operator's perspective.

33:00 – The Google/HTC Deal and XR PlatformsAlex’s take on where XR infrastructure is heading and why openness matters.

35:10 – What’s Next for vrCAVEAsymmetric gameplay, MR, IP opportunities, and thinking beyond escape rooms.

38:10 – 5 Reasons VR Escape Rooms Beat Physical OnesLower build-out cost, no resets, flexible space, scalable content, and retention.

40:45 – Biggest Lesson as a Founder“Everything takes twice as long and costs twice as much.”

42:15 – Storytelling vs. SerializationWhy they haven’t built sequels—and the friction they’re trying to avoid.

44:00 – Alien Invasion Launch + Future PlansTheir latest escape room is live—and the next one is already in the works.

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, hygiene, training, and collaboration, so the entire sector can scale more sustainably.

Featuring:

• Amy Hedrick – CEO, Cleanbox

• Dave Myers – Director of Enterprise Tech Services, HTC

• Ben Davenport – Founder & CEO, VRsenal

• Pete Gustafson – Executive VP, AAMA

Topics:

• Why the industry needs standardized categories, cables, and components

• Hygiene, headset maintenance, and repair best practices

• Training and support for front-line staff

• How associations like AAMA are stepping up to support VR

• How to contribute to surveys and help shape the future of VR arcades

If you’re serious about running VR attractions long-term, this is your inside look at how the industry is organizing itself, before it gets organized for you.

** PLEASE checkout the newly formed association of location-based entertainment XR -> LEXRA at lexra.org

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 doors for broader audiences and smarter business models.

Featuring:

• Jeremy Paige – vrCAVE

• Salem Thyne – ICR (Immersive Combat Reality)

• Nazar Yousif – Diablo Escape

• Archie Wright – The Rush Funplex

Topics:

• Why VR escape rooms outperform physical ones in flexibility and ROI

• Group dynamics, replayability, and immersive storytelling

• How VR expands accessibility across age and skill levels

• Revenue strategies: full-price bookings, upsells, and quick-play add-ons

• Seamless operations and minimizing payroll overhead

Whether you're an escape room traditionalist or a VR arcade innovator, this episode will give you a clear look at how operators are scaling success with immersive puzzle-based gameplay.

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 talk pricing, design, repeatability, and how this new product category fits into the future of location-based entertainment.

Featuring:

• Kevin Williams – KWP Ltd

• Stefan Murariu – Head of Sales, Inowize

• Arthur Loring – Operator, Fun Factor

• Pete Stearns – Dave & Buster’s

Topics:

• The friction of VR vs. the freedom of projection-based gaming

• From immersive game boxes to projection-mapped sports arenas

• Why IP, repeatability, and ease of use matter more than tech specs

• Pricing models, operational realities, and early ROI lessons

• What the U.S. can learn from Europe’s immersive venue boom

Whether you're an operator, developer, or curious observer, this session is your primer on one of the fastest-emerging categories in LBE.

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 hiring, marketing, and experience design to meet them where they are?

Featuring:

• Gregory Trent – Co-founder, Esports Arcade

• Bryan Severance – Developer, Spy Ninjas HQ

• Philip Steinfatt – Founder, Tower Tag

• Sergio Garcia – Virtuix / Omni Arena

🎯 Topics:

• How to attract and retain younger audiences

• The esports/VR crossover opportunity

• Gamifying staff roles & Gen Z work culture

• Marketing with influencers and YouTube IP

• Why younger guests demand more skill, less luck

• What actually works for Gen Z and Alpha, and what doesn’t

Whether you're programming an arcade floor or hiring your next team, this is the playbook for engaging the next generation of players, creators, and employees.