Below is the agenda from VR Arcade Summit 2025.

Thanks to all our amazing speakers and participants!

The 2025 VR Arcade & Attractions Summit explored the downloadable theme park—how VR unlocks immersive experiences while reducing costs and space requirements.

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Agenda

Monday - March 17

9:00 AM - 11:30 AM

Making Real Money from Virtual Reality - The Unconference

Start your conference experience with a dynamic and interactive session where you shape the agenda. Share challenges, exchange ideas, and collaborate with peers to identify new opportunities for generating revenue in the VR arcade and attraction industry. One key topic to explore will be the formation of a location-based VR association, addressing its potential benefits, challenges, and structure.

Moderator

Bob Cooney
Host - The VR Arcade Game Summit

12:30 PM - 1:15 PM

Bob Cooney's Big Picture: The State of VR, AR, and MR

Bob Cooney takes you through the global VR, AR, and MR industry with an overview of what's new, what's working, and what's not in the world of location-based VR. Gain insights into emerging trends, innovations, and the challenges shaping the industry's future. This session is your essential primer to understand the evolving landscape of immersive technologies.

Key Note

Bob Cooney
Host - The VR Arcade Game Summit

 

12:50 PM - 1:15 PM

The Future of Augmented Reality in Location-Based Entertainment

Snap Inc. is bringing AR into physical spaces like never before. Discover how Spectacles and Snap OS power immersive, interactive experiences that redefine guest engagement and drive revenue growth.

Key Note

Terek Judi
Spectacles Product, Snap Inc.

 

1:30 PM - 2:30 PM

From Arcades to Classrooms: VR’s Role in Education

Numerous studies have shown VR increases focus, comprehension, and retention for students, making it a powerful tool for educators. Yet, many schools lack the resources to implement VR programs. This session explores how downloadable VR experiences and innovative platforms can bridge the gap, providing immersive learning opportunities during underutilized periods.

Panelists

Steve Grubbs
CEO Victory XR

Jason Van Hierden
CEO VRCORE Education

Aundrea Frahm
Director of Immersive Learning Initiatives

2:45 PM - 3:45 PM

Can VR Be Social? Insights from the Creator of Mirra VR

Sam Wang, creator of Mirra VR, will share his experience designing one of the first VR arcades explicitly built for competitive socialization. This session examines the role of VR in fostering meaningful connections through multiplayer experiences and explores how social dynamics can drive the success of arcades and attractions.

Panelists

Sam Wang 
Co-Founder Mirra Immersive

Brent Bushnell
CEO & Founder Two Bit Circus

Brendan Smythe
CEO VR1 ARCADE

4:00 PM - 5:00 PM

Augmenting Reality: Engaging New Audiences with AR Technology

Augmented and Mixed Reality are still in their early stages, but some implementations have already proven successful in attracting and engaging audiences. This session explores the blending of physical and virtual worlds, highlighting how these technologies can enhance attractions, increase interactivity, and create new opportunities for guest engagement.

Panelists

Ray Kallmeyer
CEO Enklu

Terek Judi
Spectacles Product, Snap Inc.

Brent Bushnell
CEO & Founder Two Bit Circus

Tuesday - March 18

9:00 AM - 9:45 AM

Reflections and Insights from the Unconference

Wrap up Day 1 with a reflection session where leaders from the Unconference share the key insights and takeaways, including discussions on the potential formation of a location-based VR association. For those who couldn't attend the earlier session, this is an opportunity to learn about the ideas and solutions discussed, offering actionable insights for the future of the VR arcade and attraction industry.

Bob Cooney
Host

9:45 AM - 10:00 AM

Unlocking Social Media Success with Location-Based Virtual Reality

Location-based VR is one of the most attention-grabbing experiences in any FEC or arcade—but are you leveraging it for social media virality? In this session, discover how LBVR can be a powerful driver of organic reach, customer engagement, and revenue. Using a 25M-view Zero Latency VR case study, we’ll break down the key elements of viral content, from storytelling to audience perspective, and show you how to turn your VR attraction into a social media powerhouse.

Speaker

Jacob Giacobbi
Founder & President CrowdSpecs

10:15 AM - 11:15 AM

The Downloadable Theme Park

The Downloadable Theme Park trades expensive, fixed, hardware infrastructure for flexible, software-driven platforms that constantly change to keep audiences coming back. This visionary panel will discuss the concept and share what’s possible today and what's coming in the future.

Panelists

James Jensen
Founder & CEO JUMP by Limitless Flight

Brent Bushnell
CEO & Founder Two Bit Circus

Salem Thyne
President Good Game Entertainment Group

1:30 PM - 2:30 PM

The Premium Experience Economy

Learn how the best VR attractions are driving growth by creating unforgettable premium experiences. Explore how pricing strategies and operational excellence cater to high-value customers, ensuring repeat visits and sustainable success.

Panelists

James Jensen
Founder & CEO JUMP by Limitless Flight

Annie Parker
Director Zero Latency

George Smith
Executive Chairman FEG

2:45 PM - 3:45 PM

The Next Generation of LBE Experiences: Narrative, Immersion, and Interactivity

As streaming services and shifting consumer behaviors disrupt traditional cinema, theaters are turning to immersive experiences to stay relevant. Technologies like IMAX, 4DX motion seats, and cutting-edge immersive formats are redefining what it means to go to the movies. This session dives into how location-based entertainment (LBE) venues, including theaters, arcades, and family entertainment centers, can combine narrative depth, technological immersion, and interactivity to create must-see experiences that attract modern audiences and reshape the future of cinematic entertainment.

Panelists

Fabien Barati
CEO Emissive

Anthony Batt
Co-Founder & EVP Wevr

Lou Pizante
Partner The Experientialists

Kristof Bardos
Head of Studio Univrse

4:00 PM - 5:00 PM

The Ultimate Roller Coaster: Brent Bushnell’s Decade of Immersive Entertainment

Strap in for a thrilling ride through the highs, lows, twists, and turns of Brent Bushnell’s journey as co-founder and CEO of Two Bit Circus. From launching a 100,000-square-foot STEAM Carnival to opening the world’s first Micro Amusement Park in LA—only to face the gut-wrenching drop of closing both locations during the pandemic—Brent has experienced the full spectrum of entrepreneurial exhilaration. Now, with a reimagined, more agile venue in Santa Monica and a bold new vision for AR-powered urban experiences, he’s once again climbing to new heights.

In this inspiring closing keynote, Brent shares the biggest lessons from his wild ride—what worked, what didn’t, and what the future holds for immersive entertainment. Whether you're an innovator, entrepreneur, or dreamer, get ready for an unforgettable journey through resilience, reinvention, and the pursuit of the next great adventure.

Speaker

Brent Bushnell
CEO Two Bit Circus

Monday - March 17

9:00 AM - 11:30 AM

Making Real Money from Virtual Reality - The Unconference

Start your conference experience with a dynamic and interactive session where you shape the agenda. Share challenges, exchange ideas, and collaborate with peers to identify new opportunities for generating revenue in the VR arcade and attraction industry. One key topic to explore will be the formation of a location-based VR association, addressing its potential benefits, challenges, and structure.

Moderator

Bob Cooney
Host - The VR Arcade Game Summit

12:30 PM - 1:15 PM

Bob Cooney's Big Picture: The State of VR, AR, and MR

Bob Cooney takes you through the global VR, AR, and MR industry with an overview of what's new, what's working, and what's not in the world of location-based VR. Gain insights into emerging trends, innovations, and the challenges shaping the industry's future. This session is your essential primer to understand the evolving landscape of immersive technologies.

Key Note

Bob Cooney
LBVR Expert

1:30 PM - 2:30 PM

From Arcades to Classrooms: VR’s Role in Education

Numerous studies have shown VR increases focus, comprehension, and retention for students, making it a powerful tool for educators. Yet, many schools lack the resources to implement VR programs. This session explores how downloadable VR experiences and innovative platforms can bridge the gap, providing immersive learning opportunities during underutilized periods.

Panelists

Nicholas Boyer
Business Development - CityLights VR

Moderator

Bob Cooney
Host - The VR Arcade Game Summit

2:45 PM - 3:45 PM

Can VR Be Social? Insights from the Creator of Mirra VR

Sam Wang, creator of Mirra VR, will share his experience designing one of the first VR arcades explicitly built for competitive socialization. This session examines the role of VR in fostering meaningful connections through multiplayer experiences and explores how social dynamics can drive the success of arcades and attractions.

Sponsored By

Panelists

Amy Hedrick
CEO, Founder - Cleanbox Technology

Pete Gustafson
Executive VP, The AAMA

Dave Myers
Director Enterprise Technical Services - VIVE

Ben Davenport
CEO - VRsenal

7:00 - 10:00pm

VIP Reception - VR Summit

Join us for the location-based VR industry’s biggest networking event of the year. 2024 brings an exciting new venue, with fun immersive attractions, and room for 150 of your best friends. This event sells out every year. Act fast.

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Tuesday - March 19

9:00 - 10:00am:

From Bits to Coins: Monetizing Digital Attractions

Explore strategies for monetizing downloadable attractions. This panel will cover various revenue models, from pay-per-experience to subscription services, and how to turn digital attractions into profitable ventures.

Sponsored By

Panelists

Mitchell Poythress
CEO and Founder - The Rabbit Hole VR
Martin Holly
Founder - Striker VR
Shabeer Sinnalebbe
CEO - Synthesis VR / XR Immersive Tech Inc
McKay Christensen
Owner - Private Label VR

10:15-11:15am

What Makes Great VR Games

From conception to production - Raw Thrill's founder Eugene Jarvis will explain the creative development and technical engineering behind Godzilla Kaiju Wars VR. Plus a follow-up panel discussion on what makes a great game, and what operators should look for. The dialogue extends into identifying the components of a premier VR game and guiding operators on the key aspects to consider when acquiring VR attractions.

Sponsored By

Speaker

Eugene Jarvis
President, Creative Director - Raw Thrills, Inc.

Panelists

David Illes
Co-Founder - Worlds Beyond
Joe Mares
President - Fun Empire, Inc.
Jim Bennington
Founder - NO CASH VALUE LLC

1:30 - 2:30pm

Connecting with the Next Generation

From VR to esports to influencers, how does the arcade industry stay relevant and connected with digital and virtual native generations?

Panelists

Sponsored By

Gregory Trent
Co-owner - Back Alley Lanes
Bryan Severance
Director and CEO
Spy Ninjas HQ / Fallout Zones
Phillip Steinfatt
CEO - Tower Tag
Sergio Garcia
Business Development - Virtuix

2:45 - 3:45pm

Get in the Box: Immersive Gaming Rooms

Kevin Williams will discuss the evolution of Immersive Gaming Rooms and their impact on social virtual experiences, highlighting the shift towards unencumbered immersive adventures and the future of these technologies in entertainment. Plus a follow-up panel discussing the new wave of immersive multiplayer gaming rooms bringing social, active play to compact spaces without headsets.

Sponsored By

Speaker

Kevin Williams
Director - KWP

Panelists

Jonathan Casson
Vice President - Sony Pictures Entertainment
Pete Stearns
Senior Director, Midway Operations
Dave & Buster’s
Arthur Loring
Owner - The Fun Factor
Stefan Murariu
Head of Sales - Inowize

4:00 - 5:00pm

Unlocking Potential: Innovations in VR Escape Rooms

VR escape rooms offer significant advantages over physical ones. A panel of operators unravel the secrets to captivating and successful VR escape room ventures.

Sponsored By

Panelists

Archie Wright
Owner/CFO - ARs Entertainment Hub
Nazar Yousif
Owner/CEO - Diablo Escapes
Salem Thyne
President - Middle Initial, LLC
Jeremy Paige
Sales Manager - vrCAVE

The topics for the show (to be finalised)

More Bits, Less Atoms: The Downloadable Theme Park:

Consumers increasingly seek new experiences. Popups, touring exhibits, and a constant supply of new businesses keep them fulfilled. How can an entertainment center fully invested in fixed attractions stay fresh in an ever-changing competitive landscape? The Downloadable Theme Park trades specific hardware for flexible, software driven platforms that constantly change to keep audiences coming back. This visionary panel will discuss the concept and share what’s possible today.

Metaverse Meets the Movie Theater: Storytelling Experiences

Movie theaters are being undermined by streaming, strikes, and changing consumer expectations. More immersion from large formats like Imax and motion seats like 4DX are increasing in popularity. The recent Immersive Audience Report from the University of Birmingham suggests people also expect interactivity. What types of experiences hit the sweet spot between story, immersion, and agency?

Business Plans: Are Feasibility Studies Still Feasible?

With costs escalating, business models emerging, consumer demands changing, and competition for location-based entertainment increasing, how can an operator project success? The industry’s leading consultants will take the stage to talk about how they’re helping clients navigate the ever-changing LBE landscape.

Virtual Thrills: Coaster Parks of the Future

Roller coasters are the most popular amusement park ride according to a CBS news poll. And the advent of the VR motion simulator has made them a staple of arcades. While theme parks can have more than a dozen coasters, the biggest FECs now boast multiple VR coasters. Will arcades become the future of the coaster park? Can VR be a viable alternative for thrill seekers?

From Malls to Mars: VR Field Trips

Numerous studies have shown VR increases focus, comprehension, and retention for students. Companies are building virtual reality experiences for schools and teachers, but without the space and equipment, kids are missing out. Can the downloadable theme park play a role in this emerging education landscape, adding rich experiences and filling otherwise underutilized dayparts?

Mixing Realities: Combining the “Real” and the “Virtual”

New headsets from Meta, HTC, and Pico all feature high resolution cameras so users can see the virtual and “real” worlds mixed. This creates opportunities for new experiences, like VR laser tag, interactive treasure hunts, museum and educational experiences and more. How will customers respond when they can’t tell where reality ends and fantasy begins?

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The Downloadable FEC - Image by DallE 3, prompted by Kylie Savage
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