• Track Performance: Monitor revenue per square foot, player numbers, and customer feedback to see what’s working.
• Choose the Right Content: Offer a mix of entry-level, multiplayer, premium, and educational VR experiences. Update content regularly to keep visitors coming back.
• Streamline Operations: Optimize customer onboarding, train staff on VR tech, and use efficient booking systems to reduce downtime.
• Smart Pricing: Use tiered pricing for weekdays, weekends, and holidays. Offer packages and loyalty rewards to encourage repeat visits.
• Targeted Marketing: Leverage social media, local partnerships, and email campaigns to attract new customers and retain existing ones.

Quick ROI Tip:

Invest in data tracking tools and customer feedback to make informed decisions. For example, Two-Bit Circus in Los Angeles achieved ROI in under a year by analyzing performance and expanding their offerings.

These strategies will help you boost revenue, improve customer experience, and make your VR attraction a success.

Adam Bruce (VRLab): Operating a successful Location Based …

Measuring VR Attraction ROI

Tracking ROI accurately is key to understanding how your VR attraction is performing. Here’s a breakdown of key metrics to monitor and ways to overcome common ROI tracking challenges.

Key Metrics to Monitor

To get a clear picture of your ROI, focus on these critical metrics:

Take the VR Park in Dubai Mall as an example. By analyzing foot traffic and relocating their HOLOGATE ARENA to a more visible spot near the entrance, they tripled player numbers, achieving over 9,000 players per month.

Tackling ROI Tracking Challenges

Here are practical solutions to common ROI measurement hurdles:

• Automated Data Tracking: Use tools to monitor system uptime, player activity, and maintenance schedules. These tools can also gather customer booking information, session durations, and demographic details.
• Financial Monitoring: Leverage venue management software to keep tabs on daily revenue, operating costs, staff efficiency, and equipment maintenance expenses.

Two-Bit Circus is a great example of the benefits of systematic tracking. Their approach has helped them make informed decisions about expansions and investments.

For the best results, combine hard data with feedback from customers and staff. This mix of numbers and insights can help you spot immediate problems while also identifying areas for long-term growth.

Content Selection and Management

Use performance metrics to shape your content strategy and keep your growth momentum strong.

Building a Mixed Content Portfolio

Offer a variety of VR experiences to appeal to different skill levels and preferences. Focus on immersive and socially engaging options.

"Multiplayer is everything. It adds to the immersion so much. A game can be relatively [bad] as far as immersion goes, but just the fact that you can talk to your buddy and see their avatar while you’re playing the game makes you forget that there’s a real world out there." – Matt Adamson, Owner of SpacesVR

Organize your content portfolio into these categories:

Keep your library engaging by regularly updating and introducing new experiences.

Content Update Schedule

Frequent updates are key to keeping customers interested and coming back.

"We want to have the best experiences that we can possibly get in there, so the content comes first; what people want comes first"

Here’s a simple update plan:

• Monthly: Rotate featured experiences to keep the lineup exciting.
• Quarterly: Add fresh titles to expand your offerings.
• Bi-annual: Retire underperforming content to make room for better options.
• Seasonal: Introduce special experiences for holidays to attract more visitors.

A consistent update schedule ensures your library stays relevant and appealing.

Data-Driven Content Decisions

Let data guide your content choices to maximize engagement and revenue. Track key metrics like:

• Usage: Session lengths, peak times, and user demographics.
• Revenue: Earnings per experience, customer retention rates, and group bookings.
• Feedback: Customer surveys, social media mentions, and direct requests.

"As much as possible, we try to give people an experience that doesn’t break immersion." – Jason Van Hierden, Owner of VRKade

For example, if multiplayer games show higher engagement, allocate more resources to group-friendly content. Keeping your library fresh and aligned with customer preferences reduces costs and boosts revenue. As Michael Khimionov from ARVI VR explains:

"New games in your library will attract players to enjoy new experiences. And believe it is times cheaper to retain an existing customer than to attract a new one"

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Daily Operations Management

Improve customer onboarding to reduce wait times and increase session capacity. Focus on three main areas that directly affect your business results.

Quick Customer Setup Process

A smooth setup process ensures efficient bookings and allows staff to focus on delivering quality service.

Booking System Setup

A well-designed booking system reduces admin tasks and maximizes station usage. Key features to include:

• Automated Scheduling: Use a system that handles online, phone, and walk-up bookings effortlessly. Add features like digital waivers and automated reminders to lower no-show rates.
• Revenue Boosting: Configure the platform to offer add-ons or bundles, increasing the average spend per customer.
• Data Tracking: Collect insights like peak usage times, popular experience combinations, return rates, and average spend per visit. These metrics help refine operations and marketing strategies.

Once the booking system is optimized, shift focus to empowering your team.

Staff VR Tech Training

Equip your staff to resolve technical issues quickly and ensure smooth operations.

Pricing and Package Design

Getting pricing right can make a huge difference in your ROI. It’s all about finding that sweet spot where customer demand meets revenue goals. Thoughtful pricing not only boosts income but also brings in a mix of customer segments.

Multi-Level Price Structure

Create pricing tiers based on time and demand patterns:

"Dynamic ticket pricing gives you the freedom to charge based on ticket levers, date windows, time of day or ticket demand." – TicketSpice

Pair tiered pricing with a strong rewards program to keep customers coming back.

Package and Rewards Programs

Zero Latency Jax is a great example of effective package design. They’ve introduced a digital stamp system that rewards frequent visitors with perks like:

• Free gameplay sessions
• Access to exclusive in-game content
• VR merchandise
• Invitations to members-only events
• Early access to new experiences

This system offers clear incentives for repeat visits, with rewards that stand out.

Dynamic Adjustments

Beyond structured pricing, dynamic adjustments can fine-tune your revenue strategy. Use three tiers – Value for slow weekdays, Regular for standard periods, and Peak for high-demand days – to maximize income.

For example, a $30 ticket could drop to $25 on quiet weekdays and rise to $38 during holidays. Seasonal adjustments are also key, with rate changes of up to 25% depending on local events and tourism trends.

"Adjusting ticket prices according to these factors helps maximize revenue and optimize attendance." – TicketSpice

To make informed pricing decisions, keep an eye on:

• Past booking trends
• Local event schedules
• School holiday calendars
• Tourism seasons
• Competitor pricing

This data-driven approach ensures your pricing stays competitive while optimizing revenue across all demand levels.

Marketing Methods

Effective marketing drives both visitor growth and return on investment (ROI).

Social Media Content Plan

Video content is king when it comes to social media engagement for VR attractions. Short-form videos, in particular, are shared 1,200% more than text and image posts combined. Focus on platforms where your audience spends their time:

Highlight real customer reactions and promote special events or competitions. These strategies pair well with building strong local partnerships.

Local Business Networks

Collaborating with local businesses can help you attract more customers. Look for partnerships with:

• Hotels and tourism boards
• Corporate event planners
• Schools and universities
• Local restaurants
• Other entertainment venues

For example, Aramark has successfully partnered with regional restaurants like Bunz Handcrafted Burgers and Two Bros BBQ & Shuck Shack. These collaborations have boosted venue offerings through cross-promotion. Tapping into local networks also enhances your digital presence.

Email Marketing Campaigns

Email marketing delivers outstanding ROI, with returns ranging from $36 to $42 for every dollar spent. Make the most of it by following these steps:

1. Segment Your Lists
   Tailor campaigns based on visit frequency, favorite VR experiences, booking habits, and special interests.
2. Balance Your Content
   Use the 80/20 rule: provide 80% valuable content like game tips, industry updates, and event news, and reserve 20% for promotions and special offers.
3. Automate Key Emails
   Set up automated emails for different stages of the customer journey, such as welcome messages, birthday rewards, post-visit surveys, re-engagement efforts, and loyalty program updates.

Track metrics like open rates, click-through rates, and conversions to measure success. Regularly clean your email lists to maintain strong engagement.

Conclusion

Boost your ROI by combining performance tracking, content updates, operational improvements, pricing tactics, and marketing efforts. These practices, when executed well, can fuel consistent growth and success.

Take Strike Bowling in Melbourne and Pole Position Raceway in Las Vegas as examples. Strike Bowling’s themed setup turned a game into their top earner in just three days. Meanwhile, Pole Position Raceway saw a 53% increase in overall revenue thanks to strategic approaches.

The right mix of strategies can unlock major revenue opportunities. As Bob Cooney, an industry expert, wisely points out:

"VR arcade games convert existing customers. But attractions bring in new customers".

In an ever-changing market, staying on top of performance metrics and tweaking your strategies as needed is crucial. The table below highlights key areas to focus on for maximizing ROI:

The most successful VR attractions excel by refining their operations and staying ahead of trends. Use these strategies to ensure steady growth and keep customers coming back.

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