Immotion Group has announced the expansion of its out-of-home VR business into Spain, a new market for the Britain-based company.
The group signed an exclusive franchise distribution partnership with a major local leisure operator, Climbing Planet, which will open and operate multiple ImmotionVR branded experience centres as well as identify additional supply opportunities across Spain.
Climbing Planet will purchase the VR experience simulators from Immotion Group, who will receive an ongoing revenue share from each site, thereby increasing the number of installed seats and positively influencing the cost of entering the consumer market.
The first planned centre will open in a shopping mall in the Northern Spanish city of Logrono in November 2018, followed by a second centre opening in Barcelona in December 2018. Using its knowledge of the regional market, Climbing Planet plans to identify additional sites in shopping centres and malls with high footfall.
Each VR centre will contain a host of Immotion Group’s VR experience simulators, ranging from VR motorcycles and cars, to VR cinema pods. They will also include dedicated birthday party rooms and a coffee area.
Climbing Planet has experience of launching and operating the free roaming VR Experience “Zero Latency” system across the Spanish mainland and Portugal and therefore is no stranger to virtual reality. Partnering with Immotion has added another solution to its portfolio.
“With a shared vision and a raft of experience that complements Immotion Group’s, we see Climbing Planet as an ideal partner to introduce our VR experience centres into Spain. This deal will dramatically lower the cost of entering this exciting consumer market and we expect to benefit from the local knowledge that Climbing Planet benefits from, having rolled out VR experiences previously. The partnership highlights the exciting opportunities the Group continues to explore both within and outside the UK to allow more consumers to experience virtual reality, a lot of whom is for the first time.”
– Martin Higginson, CEO of Immotion Group
“We are excited to be working with Immotion Group and to be bringing its experiences to Spanish consumers. ImmotionVR provides us with a unique opportunity to launch the ultimate VR destination, and we expect it to be one of our main concepts in the next two years. Immotion Group has created an inspiring offering which fits with our passion to deliver next-generation experiences that provide customers with a taste of the future.”
– Carles Comas Chief Executive Officer of Climbing Planet