18 Mar 2026
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Kevin Williams
The LBE Landscape powered by XR
This year, I’ve been working closely with the AWE team to establish a dedicated Location-Based Entertainment (LBE) section within the expo. It’s an honor to help create a space where this growing industry can finally gather to share ideas and show what’s next for out-of-home immersive tech. You’ll find us right next to the Gaming Hub, which is even bigger and better than last year.
What is LBE?
The LBE sector can be best defined as the offering of proven entertainment to paying audiences. The industry comprises numerous aspects of the out-of-home entertainment sector. Most recently the LBE business has been associated with the growth in application of immersive technology. Technology that allows audiences and individuals to be immersed into virtual environments.
The technology used to immerse these groups initially has been the application of customised variants of consumer virtual reality (VR) technology and has migrated into being able to apply commercial variants of this technology for unique application in the LBE sector.
The Pioneers
Initially corporations such as HTC saw their VIVE VR platform range applied, but we have also seen PICO and DPVR make strides into this landscape.
Initially VR technology supported tethered experiences, but advancements in application have seen the growth of the free-roaming arena style platforms. Far surpassing what is achievable in the consumer sphere, LBE VR sees multiple player free-roaming systems offering unique experiences. Some of which are based on licensed properties.
Examples of this include Zero Latency with over 100 venues internationally, deploying their latest game experience ‘Space Marine VR: Defenders of Avarax’, based on the Warhammer 40k IP. Another arena VR developer is Sandbox VR with over 70 international venues, offering a selection of multi-player interactive experiences, including ‘Squid Games’, based on the Netflix property.
Dedicated VR arenas, or special standalone attractions are fielded in this aspect of the VR sector that sees continued growth in comparison to the tempestuous consumer VR sector. Developer Hero Zone VR have created a range of standalone VR arena systems offering operators a platform supporting free-roam. Including content based on their own suite of popular IP, such as ‘Terminator: Uprising’ based on the movie franchise in partnership with STUDIOCANAL.
A shared experience
Accommodating groups of six or eight players at a time for these arenas has a strong popularity, but new generations of this technology are now expanding into the large audience interactive experience scene. Operations such as UNIVRSE offer what are called the largest multi-user VR experiences, accommodating groups of up to 50 users at a time, immersed in 45-minute expeditions through historic recreation or artistic representations. Defined as “ Shared Reality ”, these experiences offer a level of engagement that has proven a strong international draw.
The danger is to consider this LBE XR application as only emerging from the use of VR headset technology. As defined by XR, there are other extended reality technologies that while not being applicable for consumer application are perfect for unencumbered immersive entertainment.
The rise of “Phygital” and AR in LBE
We are seeing the growth of the term “phygital” – defining the ability to bring the digital environment into the real world. Mixed reality (MR) is one such example, and while in its infancy for consumer use, has found multiple applications in the LBE sphere. Companies such as Verse Immersive have opened several of their interactive adventure platforms in North America, offering a MR experience blending physical spaces with digital storytelling. The corporation recently partnered with SNAP to utilize their latest Spec AR glasses to be deployed across their venues.
The application of AR style headsets in LBE application have been championed by meleap, who have developed their AR sports experience under the ‘HADO’ brand. Combatants take part in active player Vers player tournaments, launching virtual fireballs at one another, while employing virtual shields all represented through their AR glasses. These 80-minute “virtual dodgeball” experiences draw avid audiences, seeing well attended championship competition.
Other aspects of the phygital deployment into LBE are that of the usage of projection mapping. Specially created immersive enclosures utilize projection mapping to place the players into the heart of the created environment. Enclosure systems such as the ‘QBIX’ platform developed by Inowize. Six players selecting from a variety of compelling game experiences, within an immersive enclosure. Another developer that offers immersive enclosure systems is Valo Motion with their ‘ValoARENA’. Through computer vision, the player's representation and movements are placed directly into the game experience. The player's actual movement steering their avatar on screen.
No headset experiences
Projection mapping, painting environments with virtual colors have been deployed into new areas. Developer BattleKart creates complete indoor environments to race within on electric go-karts, where the race way is completely virtual, projected by the platform. In tracking the karts, this system allows racers to launch virtual rockets at competitors and avoid virtual hazards – a real-life “Mario Karting” experience. Another company with a projection mapped karting platform, Little Lion Entertainment has also created their ‘Arcade Arena’, projected mapped environment – able to offer virtual karting, and at the click of a mouse, turn the space into their unique ‘PAC-MAN Live Experience’. Players running round the virtual maze collecting powerpills.
Creating phygital environments for players to experience new levels of immersion, drives the next generation of investment into the LBE XR scene. Large corporations with major entertainment IP are looking to deploy their properties into this space. Along with Netflix and BANDAI NAMCO Experience already working with corporations in this space. We are about to see other movie, streaming and even toy brands look towards working on partnerships to develop Phygital entertainment spaces. This is just a snapshot of the experiences available to the LBE industry to deploy to their audiences. These and other systems are supported by the technical expertise and content creation skills of a host of developers and game studios. And it is this sector that has been invited to take part in the inaugural AWE USA 2026 LBE XR Zone at the coming June event in Long Beach, California.
LBE at AWE USA 2026 in Long Beach
The LBE XR Zone will offer a dedicated environment for the demonstration of the latest applications and a conference component where discussions and presentations from leading developers will be made on stage. A melting pot for the industry to gather at one of the largest XR conferences in the world. The LBE scene has come to a point where it has needed its own dedicated event, and June will see that commence at AWE.
Commenting on this rallying point offered by the LBE XR Zone – It will be amazing to see the culmination of this sector gathered under one roof. Being involved in both the gathering of developers but also steering the conference session aspect of the event, this is a fantastic opportunity for the actual impact of the LBE XR scene to be recognized and celebrated. There has been a danger to fixate on the consumer application of this technology, but the success achieved from the commercial entertainment industry needs to be recognized.
Finally, we are at a turning point, where the revenue and growth of XR technology, while steered by those focused on consumer utilization, made the mistake in ignoring the commercial opportunities. In the coming months, we will now see the lead taken by those in commercial sectors such as entertainment driving the creation of unique hardware and content that will only be able to be experienced, out-of-home, in special venues.
AWE USA 2026 will offer a launch pad for those directly involved, or that have a strong interest to know more, and get involved, to learn about this unique aspect of the XR sector and possibly get a chance to be involved.
Want to learn more about the opportunities? Join me along with AWE Team members and other guests in this week’s online event where we talk more about all the associated opportunities. RSVP here.
The LBE program is organized in partnership with Kevin Williams
