Attractions industry news

30 Dec 2020

EXCLUSIVE: Interactive ‘free roaming’ VR experience to launch in 2021 – Atmos VR plans eight sites in England

A new virtual reality (VR)-based, interactive gaming attraction is set to launch in the West Midlands, England in 2021.

To be operated by Atmos VR, the site will offer a multiplayer-type experience and be the first of eight locations planned across the country.

Atmos VR was founded by entrepreneur Kevin Blair and supplies "creative solutions in a virtual world". Blair is also president of the Birmingham Chapter of the VR/AR Association.

The funding for the venture will come from Insight Media Fund, which is investing in a portfolio of digital Media and live event entertainment ventures. It looks to invest in "single-purpose businesses which can provide capital growth".

The opportunity to work with Atmos VR was identified by Insight's investment advisor, Samahoma Media Advisors.

Bob Clarke, Samahoma CEO said: “As part of Insight Media Fund’s focus on media investments for a post-COVID world, bringing back live events is very much on its agenda.

"Free-roaming VR provides a genuine antidote to the reasonable lingering fears people may have of being part of an uncontrolled large audience crowd.

"Atmos VR has developed a cutting-edge proposition with plenty of hooks for repeat visits – with the fund’s support we believe it can be scaled for a UK-wide rollout and international franchise opportunities.”

Kevin Blair, MD of Atmos VR, said: “Our aim is to bring creative content to life using the latest immersive technology, constantly evolving VR and beyond and pushing the experiential boundaries of immersive experiences.

"According to the 2019 Immersive Design Summit Report, three-quarters (76 per cent) of immersive entertainment companies successfully have attendance up to 10,000 per year, meaning we can provide immersive experiences aimed at smaller audiences who are already seeking a more personal setting."

The first, West Midlands site is set to open in early 2021 and was picked by public entertainment specialists Britton McGrath Associates, which has been brought in to find suitable locations for the venture.

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