Hello, fellow operators! How’s everyone doing?

I’m Awane Jones from Phenomena, and I’m thrilled to help you unlock the secrets to building a profitable free-roam VR experience with this guide. Over the years, we’ve gathered invaluable insights running a VR centres and building games here at Phenomena, and we’re excited to share them with you. Think of this as your shortcut to avoiding the costly lessons we've learned along the way, helping you achieve profitability as soon as possible.

Let me tell you a bit about us and why Phenomena is a trusted name in VR. Our team’s experience in virtual reality (VR) and augmented reality (AR) goes all the way back to 2009. (Can’t believe it’s been that long!) We’ve had the privilege of collaborating with major industry players like Universal Pictures and Twitter, and we’ve contributed to blockbuster films like Fifty Shades Darker and The Mummy. This all before founding Phenomena to create the worlds first free roam platform for standalone devices. In short, we’ve seen it all, and now we’re here to pass on our hard-earned knowledge to you.

In this eBook, we’re focusing on a crucial topic: maximizing the customers time spent inside your VR arena to boost revenue and create an unforgettable, high-energy experience for all. After all, a profitable arena isn’t just about having top-notch games—it’s about setting it up operations for success from the ground up. We’ll walk you through it in four simple steps:

1. Using our Automated Playlist feature to keep customers immersed in VR for maximum operator earnings.
   
   
2. Establishing a pricing strategy that aligns with your game bundles and maximizes value.
   
   
3. Making an inviting arena that captivates customers as soon as they walk in.
   
   
4. Then double checking your strategy using our ROI calculator to ensure that your financials check out for a solid return on investment.

Get these essentials right, and you’ll be on your way to transforming any space into a revenue-generating machine. We also encourage you to speak with a professional at Phenomena. We are here to help.

Chapter 1: Automating Game Sequences to Maximize Customer Engagement and Revenue

The success of your VR arena hinges on maximizing the time each customer spends inside the VR experience. Longer sessions mean fewer onboarding interruptions, allowing you to serve more people without constantly resetting or re-gearing players, which directly boosts your earnings. The goal is to keep players fully immersed, with minimal downtime, so they enjoy longer, uninterrupted gameplay sessions.

Our Playlist feature is designed specifically to help you achieve this. It allows you to automate the game flow with pre-set options for 30, 45, or 60-minute experiences, seamlessly chaining games together and reducing the need for manual intervention. Players stay in the action, moving smoothly from one game to the next, fully absorbed in the VR experience.

We offer a diverse selection of games designed to appeal to families, friends, and all kinds of players. Whether it’s a thrilling game of virtual laser tag, a high-energy dance game, a cooperative adventure set in ancient Egypt, or a retro-futuristic shooter, there’s something for everyone. With such variety, you can keep your customers engaged for longer stretches of time and encourage them to return for new experiences. To learn more about our game options, check out the full list on our website.

This approach has two major advantages. First, it improves customer satisfaction, as players can dive deeper into the experience without the distraction of frequent stops or breaks. The longer they stay immersed, the more memorable their experience becomes, which increases the likelihood of repeat visits and word-of-mouth recommendations. Second, it maximizes your arena’s revenue potential. With fewer transitions per hour, you’ll spend less time onboarding new players and more time generating income from extended sessions.

Moreover, creating these longer, automated sessions elevates the energy in your center. When customers walk into your Family Entertainment Center (FEC) or arcade and see people actively enjoying an uninterrupted VR adventure, it creates a sense of wonder and excitement. Spectators are drawn in, captivated by the high-energy gameplay streamed on TV’s, and they’re more likely to join in when they see others having so much fun. This spectator effect not only fills your arena but also boosts engagement, driving up overall interest and bookings.

By combining automation with extended play sessions and a varied game library, you’re not only optimizing your staff’s time and resources but you’re also turning your VR arena into an attraction that delivers a seamless, thrilling experience from start to finish.

Chapter 2: Setting a Pricing Strategy That Works for Your Arena

You’ve got your playlists setup and excited to start. Great - but you’ll need the right pricing bundles as well to make things easier for you, your staff and the customers. To help you operate a thriving VR arena, we’ve designed a pricing and promotion system that’s clear, consistent, and easy for both operators and customers. A well-defined pricing strategy can make a huge difference, helping customers feel confident in their purchase while enabling operators to maximize revenue through carefully structured game bundles.

Clear, Consistent Pricing and Marketing Materials

From the moment customers walk into your venue, they’ll see clear, eye-catching posters displaying bundle prices and session options. Each poster aligns with the pricing listed on your website and social media, so customers get a consistent experience across all channels. This saves you the hassle of creating your own pricing structure and ensures that the cost and duration of each VR experience is transparent and easy to understand. Your staff won’t need to explain complex pricing models, so they can focus on enhancing the customer experience.

Game Bundles that Delight and Engage

Our approach to pricing also emphasizes game bundles, a feature that delivers significant benefits for both customers and your business. With our bundle options, players get to experience a curated selection of VR games, giving them a taste of different genres and experiences, from virtual laser tag and dance games to epic adventures in ancient Egypt and retro-futuristic shooters. Bundling games like this ensures customers have a well-rounded, immersive experience that keeps them engaged and excited for what’s next.

These bundles also increase time spent in the VR arena, so you’re not constantly onboarding new players, which boosts overall revenue potential. Customers enjoy an uninterrupted flow of diverse, high-quality games that truly immerse them, making them more likely to return and share their experiences with friends and family.

Comprehensive Marketing Materials to Boost Engagement

To keep your arena buzzing with excitement, we’ve provided a comprehensive suite of marketing materials that support both in-person and digital engagement. Ready-to-use social media templates make it easy to communicate bundle offerings and game highlights, while high-quality trailers showcase the thrills your arena has to offer. With these assets, you can effortlessly attract customers, build brand loyalty, and keep your audience coming back for more.

Finally, we’ve created a short video walkthrough for each of our package options, so you can quickly determine the best fit for your arena. This guide provides everything you need to set up for success, from pricing strategies to marketing materials, empowering you to run an efficient, profitable VR business. With clear pricing, immersive game bundles, and seamless marketing tools, your arena is set to become a standout attraction!

Contact us for posters & pricing: 

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Chapter 3: Crafting an Inviting Arena That Draws in Customers

Your VR arena is the heart of your attraction, and creating an inviting, immersive space doesn’t have to break the bank. Every operator, regardless of budget, should have the opportunity to build an eye-catching and professionally branded arena that customers love. That’s why we offer flexible options to make your VR arena stand out, even if you’re working within a budget.

Complete Branding Materials for a Professional Look—No Matter the Budget

We know how impactful a well-branded arena can be. A visually engaging space enhances the customer experience and creates a memorable environment that people want to revisit. To make this achievable for everyone, we provide a comprehensive branding kit, complete with logos, posters, and other essential visual assets. These resources allow you to transform your space into a high-energy, professional venue with minimal investment. Simply source the prints locally, and your DIY arena will look polished and appealing without the costs of a high-end setup.

Three Flexible Options to Suit Every Budget and Need

Every operator has unique needs, budgets, and operational goals, and we’re here to support each one. Our three-tiered approach offers flexibility, enabling you to choose the best fit for your space and financial resources:

• Platform-Only DIY Arena: For those looking for a cost-effective solution, the DIY approach lets you take control of your setup. We provide the essential software, detailed designs, and all the branding elements you need. You’ll get full instructions to help you set up your arena in a way that’s visually appealing and efficient. This option gives you maximum cost savings without compromising the quality and aesthetics of your arena. By using the branding assets we send, you can create a unique and exciting atmosphere that rivals any high-end setup—all on your own terms.
• Arena Lite: Perfect for operators seeking an entry-level turnkey solution, Arena Lite includes the essential hardware and setup support. This package allows you to start small and scale as your business grows. You’ll receive everything needed for a professional appearance with a smaller initial investment, allowing you to gradually expand as your arena gains popularity.
• Arena Pro: For operators ready to go big, Arena Pro offers a fully-featured setup with advanced capabilities. This comprehensive option includes all necessary hardware, software, marketing, and branding materials, plus setup assistance and ongoing support. Arena Pro is your all-in-one package, designed to meet the needs of high-traffic venues that want the best in VR entertainment and a premium, fully branded look.

With these flexible options, any operator can create a space that captures attention and keeps customers coming back for more. Whether you’re starting with the DIY route or opting for a more advanced setup, our materials make it easy to project a cohesive, professional image that will elevate your entire venue.

Accessible, Consistent Branding Across Channels

Choosing one of our branding options ensures that your VR arena’s visual appeal is not just limited to the physical space. We also provide templates and guidelines for web and social media use, so your digital presence aligns seamlessly with the in-arena experience. This consistency builds trust and makes your offerings clear across every touchpoint, enhancing customer confidence in your brand from the moment they see your marketing materials to the time they step into your arena.

By selecting the setup that works best for your goals, you’re taking a big step toward creating an experience that looks professional, feels inviting, and stands out in the VR entertainment landscape. With our design assets and guidance, you’re set to impress from day one—no matter your budget.

To learn more about each option, watch our video guide here.

This ensures that anyone, from small budget-conscious operators to larger-scale investors, can create a VR space that attracts, excites, and engages customers.

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Chapter 4: Using the ROI Calculator to Plan and Predict Success

Financial planning is at the core of building a successful VR arena, and that’s where our ROI calculator comes in. At Phenomena VR eSport Arena, we want every operator to feel empowered to make the best financial choices for their business and their market. Our free ROI calculator is designed to help you forecast your arena's profitability by providing a month-by-month projection of expenses and revenue, giving you clear, data-backed insights into the financial health of your VR investment.

Tailored Financial Insights to Determine the Right Setup

The ROI calculator doesn’t just provide numbers—it guides you toward the arena setup that best matches your business goals and market conditions. By inputting variables specific to your area, like square foot rent, staff wages, and potential occupancy rates, the calculator offers a customized financial outlook. This allows you to evaluate each of our arena options—whether it’s the cost-effective DIY Platform-Only Arena, the entry-level Arena Lite, or the fully-featured Arena Pro—so you can confidently select the setup that aligns with both your vision and budget.

Key Financial Metrics for Smart Decision-Making

Beyond simply estimating setup costs, our ROI calculator provides crucial financial metrics to help you make well-rounded decisions:

• Rent Per Square Foot: Knowing what you can reasonably spend on rent per square foot in your area helps you secure a space that’s affordable without compromising on quality. The calculator gives a clear range of suggested rent costs, tailored to your anticipated revenue and operational goals.
• Staffing Expenses: Accurately budgeting for staff wages is key to ensuring smooth operations. The calculator factors in the cost of hiring and paying staff, helping you maintain efficient staffing levels that match your expected visitor flow, whether you’re open weekends, evenings, or every day.
• Pricing Strategy and Occupancy Rates: Pricing and occupancy go hand in hand when it comes to profitability. The ROI calculator takes into account the amount you should ideally charge for your sessions based on your target occupancy rate, enabling you to create a pricing model that maximizes both customer satisfaction and revenue.

Planning for Longevity and Growth

For operators seeking a solid foundation and a clear pathway to growth, the ROI calculator is invaluable. It helps you set realistic expectations, adjust goals as necessary, and plan for scalable expansion. For example, if you start with a DIY arena but eventually want to upgrade to Arena Pro, the calculator can model the increased revenue potential of a higher-end setup, giving you a roadmap for long-term success.

Using the ROI Calculator to Align Financial Goals with Marketing Strategies

The ROI calculator also serves as a tool to optimize your marketing and promotional efforts. By forecasting revenue based on session pricing and anticipated occupancy, you can determine how aggressively you should market specific experiences or bundles. This ensures that both your financial strategy and marketing approach work in tandem, drawing in customers while keeping profitability in focus.

At Phenomena, we’re committed to supporting operators through every step of their journey, from the initial planning stages to the day-to-day operation. Our ROI calculator is just one of the many tools we offer to make the financial planning process straightforward, reliable, and tailored to your success. With this resource, you’ll have the confidence and insight to make data-driven decisions that turn your space into a profitable, standout VR arena.

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We’re thrilled to be a part of your journey and look forward to seeing the incredible experiences you create. Here’s to building successful VR arenas together!

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