The 12-station VR zone includes the first installation of Immotion’s new VR Arena – a four-person shooting experience which features the global number one interactive VR game, Raw Data.
Immotion is also installing two VR cinema pods as well as a four-person cinema, where users can experience swimming with sharks and whales.
The installation is located next to the new Street Food Quarter, and will run for an initial six-month period, allowing Immotion to test both the summer and Christmas holiday periods.
Any profits generated will be split between Immotion and Waterfront, the joint venture between O2 owner AEG Europe and Crosstree Retail Partners.
Boss confident trial will prove a success
“I am thrilled to be bringing our VR experiences into such an iconic location as The O2,” said Immotion chief executive Martin Higginson.
“We are confident this initial trial through to early 2020 will prove successful and we look forward to working with Waterfront on a long-term basis.”
He added: “We continue to provide our partners with new exciting attractions that complement their offerings and generate valuable ancillary revenue for them, whilst building recurring revenues for Immotion. We believe this is a highly scalable model with global potential.”
VR gives people a reason to visit
Marion Dillion, leasing director for The O2, added: “Immotion's new VR entertainment zone is a great addition to The O2, providing visitors with a unique experience that complements the breadth of offer already available.
“Initiatives such as this are vital as they provide additional reasons to visit, or can help extend an existing trip, both of which help deliver additional sales for our retailers, cafés, bars and restaurants.”