Zero Latency's 2026 VR study: what arena operators can learn

Zero Latency published a summary of location-based VR research. The company says Glow surveyed 2,386 adults in five countries: the United States, Canada, Australia, France, and Spain. The study was commissioned by a VR arena supplier, which matters when interpreting it.

What was measured?

The publication reports 93% stated interest in VR among respondents and says some prefer VR alongside other attractions. Interest on a questionnaire is not a ticket purchase. Without the full question wording, respondent-selection method, and local testing, these percentages cannot be applied to another market's population or turned into a revenue forecast.

How an operator can test the hypothesis

1. Separate bookings into families, groups of friends, and corporate parties.
2. Show one group a VR-only offer and another a bundle with an attraction you already run.
3. Compare paid bookings, repeat visits, and peak-hour occupancy, as well as clicks.
4. Check VR discovery through AI services alongside maps, search, and social media: the source suggests new discovery channels, but does not prove they work in your city.

Choosing between a standalone VR arena and a module inside a family entertainment center depends on local demand, premises, and operating costs. This is a testing method, not a universal business forecast. Source checked October 2, 2026.