How the arcade will save virtual reality

22 : 05 : 2017 Media : Technology : Entertainment

Global – The games arcade has the potential to let consumers try virtual reality (VR) before they buy.

MK2VR by Bonsoir Paris MK2VR by Bonsoir Paris
MK2VR by Bonsoir Paris MK2VR by Bonsoir Paris
IMAX VR Hub, Los Angeles IMAX VR Hub, Los Angeles

In 2016, the first consumer-facing VR systems were launched by brands such as Oculus, HTC, Samsung and Google. Their success may hit a stumbling block if consumers don’t have the opportunity to try the technology before they buy, however, a fact that looks set to revive the fortunes of the games arcade.

One early pioneer in this space is Taiwanese brand HTC. In October 2016 the company opened its first Viveland site in Taipei. The venue hosts more than 20 virtual reality experiences, including familiar titles such as Project CARS and Fruit Ninja VR.

‘It is hard to access right now,’ Rikard Steiber, president of Viveport and senior vice-president of VR at HTC, told Polygon. ‘Very soon, for a few dollars, our mums are going to be able to have their first VR experience. That will accelerate the growth of VR in general, so it’s not just the hardcore gamers but for everyone.’

The Big Picture

  • Brands looking to get into the VR space are developing arcade experiences that build consumer interest in the technology by reducing the financial barrier to entry
  • For more on how your brand can take advantage of virtual reality’s social future, read our Virtual Reality Arcades microtrend
Discover More Daily Signals
Chevrolet revives its ‘See the USA’ jingle to celebrate America’s semiquincentennial

Daily Signals

Chevrolet revives its ‘See the USA’ jingle to celebrate America’s semiquincentennial

As the US celebrates its 250th anniversary in 2026, Chevrolet is inviting Americans to hit the road with a new ad campaign that reimagines its icon...
Mobility : Branding : Advertising
How Spotify’s book strategy signals the return of intellectual culture

Daily Signals

How Spotify’s book strategy signals the return of intellectual culture

Audio streaming app Spotify is deepening its push into publishing with two updates designed to make reading more fluid across formats.
Spotify : Books : Technology
Stat: Why skill investment is lagging behind AI ambition in the workplace

Daily Signals

Stat: Why skill investment is lagging behind AI ambition in the workplace

Almost three-quarters (74%) of businesses say they are prioritising investment in technology, data and platforms over spending on workforce develop...
Technology : AI : Statistic
Why James Turrell is designing for awe in an age of attention fatigue

Daily Signals

Why James Turrell is designing for awe in an age of attention fatigue

ARoS Museum of Art in Aarhus will unveil As Seen Below on 19 June 2026, the largest Skyspace artist James Turrell has ever created within a museum ...
Design : Architecture : Art
F1 team names Anthropic's Claude as Official Thinking Partner

Daily Signals

F1 team names Anthropic's Claude as Official Thinking Partner

AI company Anthropic has announced a multi-year partnership with Atlassian Williams F1 Team, naming its AI model Claude as the team’s 'Official Thi...
AI : Sport : Technology
Stat: E-commerce enters the age of spontaneity as AI reshapes discovery

Daily Signals

Stat: E-commerce enters the age of spontaneity as AI reshapes discovery

A new consumer survey by AB Tasty highlights five e-commerce trends set to define winning strategies in 2026, pointing to a more spontaneous, AI-le...
Retail : Ecommerce : Online Shopping
Heineken leverages the power of fandom to spark friendship between strangers

Daily Signals

Heineken leverages the power of fandom to spark friendship between strangers

International brewer Heineken has launched Fans Have More Friends, a sponsorship platform built on the idea that shared passions are one of the fas...
Fandom : Sports : Drinks
Foresight Friday: Seyi Oduwole, foresight analyst

Daily Signals

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals shaping culture right now. This week, foresight analyst Seyi ...
Bridgerton : Regency : Balls
Stat: Uptick in night-routine content reflects a shift towards protective wellness

Daily Signals

Stat: Uptick in night-routine content reflects a shift towards protective wellness

Night-routine content on TikTok rose 46% year-on-year in Q4 (October–December) 2025, reaching 13.2m weekly views, according to new research from Kyra.
Health : Wellness : Sleep
The Future Laboratory launches 2026 events calendar

Daily Signals

The Future Laboratory launches 2026 events calendar

The 2026 events calendar is here. Don’t just follow the future – get ahead of it. Join The Future Laboratory in 2026 for a programme of inspiring p...
The Future Laboratory : Events : Calendar
You have 2 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN