The UK-based immersive virtual reality (VR) out of home entertainment company Immotion Group have announced that it is rolling out ImmotionVR brand into Spain, which represents a new market for the company. Having signed an exclusive franchise distribution partnership with a major local leisure operator, Climbing Planet, which will open and operate multiple ImmontionVR branded experiences centers and identify additional supply opportunities, across Spain.
The partnership will see Climbing Planet will be purchasing VR experience simulators from Immotion Group, who will receive an ongoing revenue share from each of the sites and thereby increasing the number of installed seats and positively impacting the cost of entering the consumer market. The first planned centre will open in a shopping centre in the Northern Spanish city of Logrono in November of this year, followed by a second centre at a similar space in Barcelona in December 2018.
“With a shared vision and a raft of experience that complements Immotion Group’s, we see Climbing Planet as an ideal partner to introduce our VR experience centres into Spain.” Says Martin Higginson, CEO of Immotion Group: “This deal will dramatically lower the cost of entering this exciting consumer market and we expect to benefit from the local knowledge that Climbing Planet benefits from, having rolled out VR experiences previously. The partnership highlights the exciting opportunities the Group continues to explore both within and outside the UK to allow more consumers to experience virtual reality, a lot of whom is for the first time.”
Growth within Spain will then be overseen by Climbing Planet who will use their strong knowledge of the regional market to identify additional sites in shopping centres and malls with high football to set up as new locations. Each of these VR centres will feature a number of Immotion Group’s VR experience simulators, ranging from VR motorcycles and cars, to VR cinema pods. There will also be the option to offer dedicated birthday parties thanks to separate rooms and even coffee areas.
“We are excited to be working with Immotion Group and to be bringing its experiences to Spanish consumers.” Says Carles Comas Chief Executive Officer of Climbing Planet S.L: “ImmotionVR provides us with a unique opportunity to launch the ultimate VR destination, and we expect it to be one of our main concepts in the next two years. Immotion Group has created an inspiring offering which fits with our passion to deliver next-generation experiences that provide customers with a taste of the future.”