The VOID, a high-end virtual reality (VR) arcade company, announced that it would be opening three new locations this summer at The Battery Atlanta, Atlanta, Ga.; Mall of America, Minneapolis, Minn.; and Tyson’s Corner, Washington, D.C.
“The VOID aims to elevate the perception of how consumers currently see and interact with virtual reality,” said Curtis Hickman, Co-Founder and Chief Creative Officer of The VOID, in a press release. “We understand that consumers today are looking for not only new mediums of entertainment, but also dynamic social experiences. We are excited about this expansion and the opportunity to bring our cutting-edge technology, world-class content and future of entertainment to a wider audience in cities across the U.S.”
Currently, The VOID has 11 locations globally located in: Cinemark West Plano, Plano, Tx.; Downtown Disney, Anaheim, Calif.; Disney Springs, Orlando, Fla.; Glendale Galleria, Glendale, Calif.; Grand Canal Shoppes in The Venetian and The Palazzo Hotel, Las Vegas, Nev.; Hub Zero, City Walk, Dubai, U.A.E; The Rec Room at Square One, Mississauga, Ont.; The Rec Room Toronto Roundhouse, Toronto, Ont.; The Rec Room West Edmonton Mall, Edmonton, Alta.; Third Street Promenade, Santa Monica, Calif.; and Resorts World Genting, Pahang Darul Markmur, Malaysia.
Locations opening this summer mark the beginning of rapid growth and continued expansion for The VOID. The locations will be launching with Star WarsTM: Secrets of the Empire, the award-winning experience by ILMxLAB and Lucasfilm and Ralph Breaks VR by ILMxLAB created in collaboration with Walt Disney Animation Studios.
According to 3E Insider Roy Kachur, the future success of premium-priced ventures like The VOID ultimately come down to seven criteria:
- Effective marketing
- Reasonable pricing
- Comfortable experience
- Easy on/off process
- Efficient throughput
- Amazing content (not available at home)
- Testing, testing, testing!
As it stands right now, while The VOID is able to bring in big IPs from Hollywood studios, their future success as an organization is dependent on being able to deliver quality experiences at affordable prices for consumers.
