Introduction

Rilix is a leading company in the amusement industry, known for its robust, reliable virtual reality coaster that entertains audiences in locations from FECs and arcades to shopping malls. With a strong focus on creating a simple but effective VR experience, Rilix has found a unique position at the intersection of of coin-operated amusements and virtual reality games.

On February 13, 2025, Rilix made an exciting announcement: they have hired Jim Wyatt as their new president. Jim Wyatt is a highly experienced professional with a background in the coin-op amusement route business. This strategic decision shows Rilix’s commitment to growing its market presence in malls and other retail locations.

Competitive Landscape

Major players include established manufacturers like Sega Amusements, LAI Games, and Raw Thrills, who continuously innovate to stay on top. Where their VR games tend to require at least a watchful eye of an employee, and the steady hand of a technician, Rilix has engineered a system that can sit in the middle of a shopping mall like a vending machine. It’s opened up new markets for amusement route operators beyond the typical arcade where VR games are found.

With the hiring of Jim Wyatt, Rili seems to be doubling down on their route operator strategy.

Meet Rilix’s New President: A Seasoned Leader in Coin-Op Amusement Route Business

Jim Wyatt brings a wealth of leadership experience to Rilix, having dedicated his career to the coin-operated amusement sector. His extensive background includes pivotal roles at several key companies within the industry, making him an ideal choice for steering Rilix’s market expansion efforts.

Key Qualifications:

Wyatt has spent decades immersed in the intricacies of the coin-op amusement route business, providing him with insights into both operational challenges and customer preferences. His career had him at regional manager of operations positions at National Entertainment Network, Coinstar and American Coin Merchandising, all enterprise scale companies with national operating networks of amusement and vending equipment. This experience gives him a unique perspective of the needs of Rilix’s route operator customers, which should lead to greater sales growth and product innovation that directly satisfies operator needs.

Jim also served 8 years as President of the California Entertainment Machine Association, proving his ability to build and manage networks within and across the amusement industry.

Rilix aims to leverage Wyatt’s comprehensive understanding of market dynamics and operator needs. His leadership is expected to catalyze competitive positioning within the vibrant landscape of route amusement technology. The appointment signals a commitment to not only maintain but expand Rilix’s footprint in a constantly evolving industry.

This is a smart move by Rilix. They pretty much own the market for VR simulators in shopping malls and public spaces. Doubling down on that market while also carving out a share of the more crowded FEC market is a brilliant go-to-market strategy.