Immotion opens latest virtual reality attraction in Yorkshire

The AIM-traded firm said it now had three ImmotionVR experiences in operation, following the installation of ImmotionVR Bristol last year and ImmotionVR Manchester in June.

It said the roll-out was in line with its strategy to build its suite of owned-and-operated sites within shopping centres and family entertainment destinations across the UK.

“We are rapidly delivering on our strategy and are very proud to have delivered our third ImmotionVR centre in just seven months,” said Immotion executive chairman Martin Higginson.

“We are delighted to partner with Xscape Yorkshire, which provides great family entertainment to the people of Yorkshire and beyond.

“We hope that this latest ImmotionVR site delivers the same fun and great ratings that we have seen in Bristol and Manchester as we continue to build the business across the UK, Europe and [the] US in what is an exciting, fast growing market.”

The board said it was one of three revenue streams it had identified to facilitate its vision to become a leading participant in the 'out-of-home' VR experience market, by creating and publishing high quality VR content and combining it with its VR motion platforms to create truly immersive experiences.

It explained that the “family-focused” entertainment and leisure attraction Xscape Yorkshire received 4.2 million visitors in 2017.

Xscape Yorkshire also had an average 4.5 out of 5 rating on consumer website TripAdvisor.

“ImmotionVR has filled the gap for quality virtual reality experiences at Xscape,” said Xscape Yorkshire general manager Jason Warren.

“It's a fantastic addition to our line-up and is sure to be a hit with our customers, both big and small.”