LEXRA, the Location-based Entertainment XR Association, is officially launching.

LEXRA is a nonprofit, member-led association designed to unite the global out-of-home XR ecosystem: operators, creators, suppliers, investors, and everyone serious about building the future of immersive experiences leveraging XR technology.

But that’s not all.

The VR Collective is also evolving.

Starting now, The VR Collective becomes the official media platform for LEXRA.

Why LEXRA? Why Now?

Anyone who’s been paying attention knows this industry isn’t just about VR arcades anymore. XR technology—VR, AR, and MR—is powering storytelling experiences everywhere: from arcades and FECs to museums, art and cultural venues, and touring exhibitions.

But as fast as we’re growing, fragmentation, a lack of standards, and scattered efforts keep slowing us down. LEXRA is here to solve that. It’s a real, independent, member-driven association built to move the entire sector forward.

What Does This Mean for The VR Collective?

If you’re part of this community, here’s what you can expect next:

We’re expanding our coverage.

As LEXRA’s official media platform, The VR Collective will keep publishing the news, research, interviews, and thought leadership you rely on, but now with more resources and a bigger industry mandate.

A broader, more inclusive focus.

You’ll see the conversation broaden as more members join LEXRA and bring their perspectives to the table. As the association grows, we’ll be giving voice to more people and companies from across the immersive experience ecosystem—not just arcades and FECs, but also those creating storytelling experiences in museums, cultural centers, art venues, and beyond. This is your chance to have your work, ideas, and expertise represented in the industry dialogue.

New opportunities for engagement.

With LEXRA, you’ll have more ways to get involved—whether it’s collaborating on best practices, helping to create industry standards, sharing insights with your peers, or learning through association-driven education programs. This is your opportunity to be part of a community that’s actively shaping how our industry grows and thrives.

Directory Expansion

We’re also restructuring The VR Collective directory. The directory will expand beyond a resource for arcade operators or FEC owners. The new directory will showcase:

• XR-powered storytelling and immersive experiences found at museums, art venues, and cultural institutions
• Touring exhibitions, special installations, and non-traditional venues
• The full spectrum of location-based immersive experiences that leverage XR technology—making it easier for everyone—operators, producers, and the public—not only to discover what’s out there, but also to connect and find new opportunities for collaboration.

What’s Next?

• LEXRA news, member stories, and industry standards will take a central role on the site.
• The VR Arcade & Attraction Summit will evolve to become the official conference for LEXRA members. More on those plans coming soon.
• Our online community on Circle will become the industry’s gathering place for peer-to-peer collaboration, support, and best practices.

Want to Join Us?

LEXRA is launching with a limited founding cohort—only 12 companies will get founding board recognition and a seat at the table to craft the direction of the association, and help create the future of the industry.

If you’re serious about helping shape the next era of immersive experiences (VR, AR, MR, and beyond), now’s the time.

Learn more or apply to join LEXRA at this www.lexra.org

Thank you for being part of The VR Collective’s journey so far. I hope you’ll join us in building a stronger, more unified, and more creative industry for everyone working in immersive technology.