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Hero Zone VR is acquiring Spree Interactive, a move that extends the life of millions in assets for operators of the kids-focused system. Hero Zone VR has established itself as a global leader in location-based virtual reality (LBVR), specializing in immersive experiences that engage diverse audiences. Spree Interactive developed a unique free-roam VR system specifically designed for children, carving out a niche in family-friendly entertainment with innovative technology and content.
The Hero Zone acquisition of Spree Interactive assets not only preserves substantial investments made by operators using the kids-focused VR system but also enhances Hero Zone’s portfolio. This strategic step extends the life of millions in existing assets, ensuring continued value for venue owners and players alike. The acquisition significantly strengthens Hero Zone’s position as a dominant force in the LBVR industry, particularly within the children’s entertainment segment where demand continues to grow rapidly.
Hero Zone VR is a global leader in location-based virtual reality (LBVR), specializing in immersive free-roam experiences. Their platform is known for delivering high-quality VR content across various genres, appealing to a wide range of audiences. With a presence in 46 countries, Hero Zone focuses on creating scalable VR solutions that combine advanced technology with engaging game design, making them a preferred provider for amusement operators worldwide.
SPREE Interactive carved out a niche with its kid-focused free-roam VR system, designed specifically for children under 10 years old. This unique approach set SPREE apart from competitors by prioritizing ease of use and age-appropriate content. Their system, which includes games like Jump A Cheese, Anteater, and Picnic Panicemphasize interactive mini-games and immersive environments tailored to young audiences, fostering early engagement with VR technology. The platform’s intuitive mechanics, controller-free gameplay, and vibrant visuals have made it popular among trampoline parks, especially Urban Air franchises.
Hero Zone has always had a strong presence in the LBVR industry with a wide range of games targeting multiple age groups and play styles. Their expertise in curating a library of games that appeals to a broad demographic audience across a massive network of venues, with the highest reliability in the industry, has made them an operator favorite. SPREE Interactive excelled in children’s entertainment within the free-roam space, an area less explored by larger players. This specialization allowed SPREE to build partnerships with operators focused on the youngest market in the family-friendly attractions business, with a large proportion of their locations in the Urban Air chain of trampoline-centric entertainment centers.
The acquisition brings together Hero Zone’s extensive global reach and diverse content library with SPREE’s specialized kid-centric technology and intellectual property (IP). This collaboration strengthens Hero Zone’s position in the market while maintaining the value of SPREE’s distinctive platform for younger audiences.
The asset purchase of SPREE Interactive by Hero Zone came as a strategic move following SPREE’s entry into administration. Financial strains and operational missteps by Spree management led to this outcome, creating an opportunity for Hero Zone to acquire valuable components of SPREE’s business focused on children’s free-roam VR systems. The administrators selected Hero Zone from several suitors because of their reach, reputation, and financial strength.
Bob Cooney, an industry insider, and member of Spree’s board of directors during the early days its growth, provides insight into why SPREE Interactive faced administration:
“SPREE failed to focus on their core strengths. With large investors backing them, they became reliant on investment rather than aligning costs with revenues. By the time they realized this, it was too late. Their attempts to diversify—targeting older audiences and even venturing into VR bumper cars—diluted their efforts and resources.”
This lack of strategic focus strained the company financially and operationally, ultimately forcing it into administration.
Hero Zone purchased only the free-roam systems and related intellectual property (IP) from SPREE Interactive. This selective acquisition means:
By acquiring these key assets, Hero Zone not only preserves existing investments made by operators but also aligns the technology with its own growth strategy in family-friendly location-based VR entertainment. This move ensures continuity for venues already using SPREE’s equipment while expanding Hero Zone’s leadership in the market segment dedicated to younger audiences.
The acquisition of Spree Interactive assets by Hero Zone is a significant win for operators who have already invested in the kids-focused free-roam VR systems. This move preserves millions in existing investments, especially benefiting family entertainment centers such as Urban Air franchisees that rely on these assets to entertain their young audiences.
Key operator benefits include:
A notable opportunity lies in the integration of SPREE’s mini-game library into Hero Zone’s platform. These mini-games are specifically designed for children under 10—a demographic often underserved in VR entertainment. By incorporating this content, Hero Zone can enhance its family-friendly appeal and provide operators with a more compelling reason for families with diverse age groups to visit.
The Spree games are uniquely suited for birthday parties. These short, easy to learn multiplayer games offer high throughput so operators can offer VR to parties and groups during their busy weekend periods. With Spree games averaging about 3 minutes each, it’s easy to get a part of 12 or even 20 kids through several rounds. Parents love seeing party kids play together, and Spree games are unique in their ability to serve this market.
This strategic acquisition ensures that operators benefit not only from sustained hardware value but also from enriched software experiences tailored to young players. It supports business continuity and growth within family entertainment centers focused on delivering safe, engaging VR adventures for kids.
Hero Zone is preparing to launch the premium title Terminator: Uprising on its platform at IAAPA Barcelona on Sept 21, signaling a strong commitment to delivering high-quality, immersive VR experiences. This move not only attracts hardcore gamers seeking thrilling, action-packed content but also elevates the overall appeal of the Hero Zone platform.
The company strikes a careful balance between offering family-friendly content and blockbuster games, ensuring there is something for every audience segment. This approach encourages repeat visits by providing fresh and diverse gaming options that cater to both younger children and more mature players. Operators benefit from this variety as it broadens their customer base and enhances venue profitability.
With the acquisition of SPREE Interactive’s assets, Hero Zone now operates in over 500 locations worldwide, securing its status as the largest free-roam VR network across the globe. This extensive global venue reach gives Hero Zone unparalleled market influence and allows it to set industry standards for free-roam VR entertainment.
This scale also enables faster deployment of new titles and innovations, benefiting operators who rely on cutting-edge content to keep their venues competitive. The expanded network enhances Hero Zone’s ability to negotiate licensing deals for popular IPs and introduce a wider variety of games seamlessly across its platform.
By combining blockbuster licenses with kid-focused experiences, Hero Zone strengthens its position as a versatile leader in location-based VR, appealing to families, casual players, and enthusiasts alike.
The acquisition of SPREE Interactive’s assets by Hero Zone highlights critical LBVR industry trends centered around the expansion of family entertainment growth. Location-based VR is evolving beyond traditional gaming venues, increasingly targeting younger audiences and family groups seeking safe, engaging experiences. This shift responds to a clear market demand for content that appeals across age ranges without compromising excitement or quality.
Hero Zone’s strengthened portfolio positions the company to capitalize on this trend by blending cutting-edge technology with content specifically designed for children under 10, alongside blockbuster titles for older players. This dual approach sets new standards for what family-friendly LBVR can offer, encouraging longer visits and higher repeat engagement rates.
Competitors face mounting pressure as Hero Zone pushes past 500 locations worldwide, creating a formidable network effect that challenges smaller operators. Market consolidation seems inevitable as companies aim to scale quickly and diversify their offerings to remain relevant. The push towards integrated platforms featuring diverse content libraries and seamless support systems will likely accelerate innovation cycles in the sector.
Key factors shaping the future landscape include:
This acquisition signals a pivotal moment where leadership in family-focused LBVR means not only expanding reach but also pioneering new forms of interactive entertainment that resonate deeply with younger audiences and their families.
The acquisition of Spree Interactive assets by Hero Zone is a strategic move that goes beyond financial gain. It protects millions in assets for operators of the kids-focused system, especially benefiting venues like Urban Air franchisees who depend on these installations.
Key points to consider:
Hero Zone is reaffirming market leadership by enhancing its offerings and ensuring long-term value for operators and customers alike. This strategic move positions Hero Zone well ahead in a competitive landscape driven by evolving consumer demands.
