A swathe of virtual reality technologies now exist, ranging from headsets that connect up to smart-phones, right to full-fledged kart-racing motion experiences. In line with the buzz surrounding the emergent technology, London now boasts its own permanent virtual reality arcade — but does VR have long-term potential for amusements operators?

The first full-scale virtual reality (VR) arcade has opened up in London. Based in Islington, the location was picked for its close proximity to the sites biggest audience: tourists. UK firm DNA VR’s arcade features over 25 titles — which include popular games and immersive experiences.

"We see this venue as a starting point," said DNA VR co-founder Alexander Tsyurupa. "We want to get as much feedback as we can in order to understand what seems to be working for our customers and what experiences they are looking for. Judging from the first customers, there is definitely some potential in that."

These experiences cover everything from haunted houses to becoming a microbe wheeling through the tracts of a human body. DNA VR has big plans, touting a multiplayer VR experience as well as an escape room challenge for the future.

Single player sessions start from £22 for 30 minutes, rising to £30 for an hour, while two-player sessions start from £44 for 30 minutes or £60 for an hour. Group rooms for 2-3 players are also available to book from £16 per person for an hour.

Whilst these prices seem steep, the cost of running the VR equipment, the high-end infrastructure required for it to run smoothly, as well as the staff required to on-board players and maintain the equipment, all contribute to costs significantly. Ultimately, time will tell if players are drawn enough by the novelty value of the innovative technology to balance operating costs.

"We were also surprised that, during our test sessions, all the emotions people actually experienced were very strong and real,” commented Tsyurupa. “Fifty-year-olds were amazed, laughing, screaming as well as ten-year-olds. We deliberately chose first timers (which was not a hard thing to do) who never showed any interest in gaming."

Meanwhile, a recent consumer study from the BBC indicates that consumers en masses remained “unconvinced by VR”, despite the report showing an “enthralled” initial reaction to the technology by first-time users.

Generally participants were drawn to rollercoaster, horror and other extreme experiences that had novelty value. A drawback to this is that such experiences tend to be one-offs, with little prospect for repeat play.

Audience concerns ranged around personal security, such as being shut-off from what’s happening around them inside the headset. Additionally, the user interface presented a challenge to some players; exacerbated by having to learn different controls for each individual title. There were also some technical issues which frustrated participants — headsets overheating after extended use, sweatiness and dirt accruing easily on the sets and wi-fi connection issues.

The report concluded that for VR to be successful it needs simple, intuitive and consistent interfaces and a higher supply of quality content which is ‘worth the effort’ for players, amongst other factors.

While Bandai Namco has successfully opened a VR arcade in Tokyo, and London now has its first VR location, the question remains as to whether it can be an efficient and effective earner in a traditional amusements venue. While a few bold operators may take the leap early, the monetary, spacial, and opportunity cost of implementing virtual reality is high, and so any investment in the technology - which has already had one false start in the nineties - should be thoroughly researched.