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.

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 operators adds valuable perspective on what defines a great VR game, and what operators should look for when evaluating attractions.

Featuring:

• Eugene Jarvis – Raw Thrills

• David Illes – World’s Beyond

• Joe Mares – Games Designer & former Jurassic VR Expedition dev

• Jim Bennington – Veteran operator, arcade buyer, gamer

Topics include:

• Experience design vs. gameplay design

• Why immersion is about sensory critical mass

• Framing, choreography, and the 30-seconds-to-fun principle

• Replayability, story branching, and player comfort

• What makes a good unattended game for arcades

Whether you're designing, buying, or operating VR attractions, this session is a must-listen playbook.

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 – Rabbit Hole VR

• Shabeer Sinnalebbe – Synthesis VR

• Martin Holly – Striker VR

• McKay Christensen – Private Label VR

Topics:

• Standalone vs. PC VR: how to choose the right platform

• Budgeting and hardware options (including Wi-Fi 6E and Focus 3)

• Haptics, hardware, and hitting “sensory critical mass”

• Arena design, attraction strategy, and guest psychology

• Content switching, uptime reliability, and operator workflows

Whether you're building from scratch or upgrading your LBE experience, this episode is your blueprint for what’s possible now, and what’s coming next.