위치 기반 VR(LBVR) 시장은 VR 하드웨어 및 소프트웨어의 기술 발전으로 인해 LBVR이 몰입형 엔터테인먼트 경험을 위한 점점 더 매력적이고 실현 가능한 옵션으로 자리매김하면서 상승세를 타고 있습니다. 리서치 애널리스트에 따르면, 위치 기반 VR 시장은 2024년 67억 8,000만 달러에서 2031년 714억 2,000만 달러에 달할 것으로 추정됩니다.
LBVR 시장의 급격한 성장은 주로 독특하고 몰입감 있는 엔터테인먼트 경험에 대한 세계 수요 증가, VR 기술 비용 하락, 위치 기반 엔터테인먼트 시설에 대한 투자 증가에 기인하며, 2024년부터 2031년까지 연평균 CAGR 34.21%로 성장할 것으로 예상됩니다.
위치 기반 VR 시장 정의 및 개요
위치 기반 VR(LBVR)은 사용자의 집이 아닌 특정 물리적 장소나 장소에서 경험하는 VR 엔터테인먼트의 한 형태로 정의되며, LBVR 경험에서 사용자는 일반적으로 VR 헤드셋이나 기타 감각 장비를 착용하고 특별히 설계된 물리적 공간을 이동하며 가상 환경에 몰입하게 됩니다. 가상 환경에 몰입하게 됩니다.
또한 LBVR은 게임, 교육 체험, 가상 투어, 훈련 시뮬레이션 등 다양한 용도로 활용되고 있습니다. 놀이공원, 가족 엔터테인먼트 센터, 박물관 및 기타 시설에서 방문객에게 독특하고 몰입감 있는 경험을 제공하기 위해 도입하고 있습니다. 이 기술은 VR의 몰입감과 물리적 공간 공유라는 사회적 측면을 결합하여 새로운 엔터테인먼트의 가능성을 창출하고 있습니다.
독특하고 몰입감 있는 엔터테인먼트 경험에 대한 소비자 수요가 증가하고 있습니다. LBVR은 다른 형태의 엔터테인먼트가 가정 내 옵션과 경쟁하는 가운데, 가정에서 쉽게 재현할 수 없는 위치 기반 경험이 더욱 매력적으로 다가오고 있으며, LBVR은 다른 형태의 엔터테인먼트에서는 구현하기 어려운 몰입감과 인터랙션 수준을 제공함으로써 새로운 경험을 원하는 소비자에게 매력적인 선택이 되고 있습니다. 새로운 경험을 원하는 소비자들에게 매력적인 선택이 되고 있습니다.
VR 기술 관련 비용이 감소하고 있으며, VR 하드웨어의 가격이 저렴해지고 성능이 향상됨에 따라 엔터테인먼트 시설에서 LBVR 설치에 투자하는 것이 더욱 현실적으로 다가오고 있습니다. 이러한 비용 절감으로 인해 소규모 게임센터부터 대형 테마파크까지 다양한 사업자들이 LBVR 시장에 진입할 수 있게 되었습니다.
또한, 위치 기반 엔터테인먼트 시설에 대한 투자도 확대되고 있습니다. 많은 부동산 개발사 및 쇼핑몰 소유주들은 경쟁사들과의 경쟁으로 소매 공간을 재검토하고 있으며, 많은 부동산 개발사 및 쇼핑몰 소유주들이 고객 유치를 위해 체험형 어트랙션으로 눈을 돌리고 있습니다. 투자를 촉진하고 있습니다.
또한, VR 기술의 발전은 LBVR 경험의 질과 다양성을 향상시키고 있습니다. 그래픽, 햅틱 피드백, 모션 트래킹의 향상으로 VR 경험은 더욱 몰입감 있고 현실감 넘치는 경험을 제공하고 있습니다. 이러한 기술 발전은 LBVR 컨텐츠의 가능성을 넓히고, 소비자와 기업 모두를 끌어들이고 있습니다.
높은 VR 컨텐츠 제작 비용은 예측 기간 동안 위치 기반 VR 산업에 큰 걸림돌이 될 것으로 보입니다. 몰입감 있고 매력적인 VR 경험을 개발하기 위해서는 기술, 소프트웨어, 컨텐츠 제작에 대한 대규모 투자가 필요합니다. 많은 기업들이 전문 개발자를 고용하고, 전용 장비를 구입하고, VR 플랫폼에 맞게 컨텐츠를 최적화하는 데 드는 비용이 너무 커서 위치 기반 VR 솔루션의 채택을 제한하고 있습니다.
The location-based virtual reality (LBVR) market is being propelled upwards by technological advancements in VR hardware and software, positioning LBVR as an increasingly attractive and feasible option for immersive entertainment experiences. According to analysts from Verified Market Research, the location-based virtual reality market is estimated to reach a valuation of USD 71.42 Billion by 2031, up fromUSD 6.78 Billion valued in 2024.
The rapid expansion of the LBVR market is primarily driven by rising global demand for unique, immersive entertainment experiences, as well as decreasing costs of VR technology and increasing investments in location-based entertainment venues. It is projected that the market will grow at aCAGR of 34.21 % from 2024 to 2031.
Location-based Virtual Reality Market: Definition/Overview
Location-based virtual reality (LBVR) is defined as a form of VR entertainment that is experienced in a specific physical location or venue, rather than in a user's home. In LBVR experiences, users typically wear VR headsets and other sensory equipment to be immersed in a virtual environment while moving around in a specially designed physical space.
Furthermore, LBVR has a wide range of applications, including gaming, educational experiences, virtual tours, and training simulations. It is being increasingly adopted by amusement parks, family entertainment centers, museums, and other venues to offer unique, immersive experiences to visitors. The technology combines the immersive nature of VR with the social aspect of shared physical spaces, creating novel entertainment possibilities.
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There is an increasing consumer demand for unique and immersive entertainment experiences. As traditional forms of entertainment face competition from home-based options, location-based experiences that cannot be easily replicated at home are becoming more attractive. LBVR offers a level of immersion and interactivity that is difficult to achieve with other forms of entertainment, making it a compelling option for consumers seeking novel experiences.
The costs associated with VR technology are decreasing. As VR hardware becomes more affordable and sophisticated, it becomes more feasible for entertainment venues to invest in LBVR setups. This cost reduction is making it possible for a wider range of businesses to enter the LBVR market, from small arcades to large theme parks.
Additionally, there is growing investment in location-based entertainment venues. As retail spaces are being reimagined in the face of e-commerce competition, many property developers and mall owners are turning to experience-based attractions to draw visitors. LBVR is seen as a key technology in this shift towards "retailtainment," driving investment and expansion in the sector.
Furthermore, advancements in VR technology are enhancing the quality and variety of LBVR experiences. Improvements in graphics, haptic feedback, and motion tracking are making VR experiences more immersive and realistic. These technological developments are expanding the possibilities for LBVR content, attracting both consumers and businesses to the technology.
The high cost of generating VR content is a significant impediment to the location-based virtual reality industry over the forecast period. Developing immersive and compelling VR experiences necessitates major investments in technology, software, and content creation. Many businesses find the costs of employing professional developers, obtaining specialized equipment, and optimizing content for VR platforms prohibitively expensive, restricting their adoption of location-based VR solutions.
According to VMR analysis, the hardware segment is estimated to dominate the market in the component segment during the forecast period. The hardware component of LBVR systems includes VR headsets, motion trackers, haptic devices, and powerful computers to run VR software. There is a continuous improvement in VR hardware technology. New generations of VR headsets offer higher-resolution displays, wider fields of view, and more comfortable designs, enhancing the overall user experience. These improvements are making LBVR more attractive to consumers and businesses alike.
Additionally, the development of specialized hardware for LBVR applications is contributing to market growth. This includes omnidirectional treadmills, haptic suits, and other devices that enhance the immersion and interactivity of LBVR experiences. As these technologies become more sophisticated and widely available, they are expected to drive further adoption of LBVR.
Furthermore, the decreasing cost of VR hardware is making it more accessible to a wider range of businesses. As production scales up and technology matures, the price of VR equipment is falling, allowing more venues to invest in LBVR setups.
The 3-dimensional technology segment is estimated to dominate the LBVR market during the forecast period. 3D technology in LBVR provides a more immersive and realistic experience compared to 2D alternatives. Advancements in 3D rendering technology are making it possible to create more detailed and realistic virtual environments. This enhanced realism is crucial for creating compelling LBVR experiences that keep users engaged and coming back for more.
Additionally, the increasing processing power of VR-capable computers is enabling more complex 3D environments to be rendered in real time. This allows for more interactive and dynamic LBVR experiences, further driving the adoption of 3D technology in the market.
Furthermore, user expectations are pushing the market towards more immersive 3D experiences. As consumers become more familiar with VR technology, they are demanding higher quality, more realistic virtual environments, which only be delivered through advanced 3D technology.
According to VMR Analyst, Asia Pacific is estimated to dominate the LBVR market during the forecast period. Asia-Pacific's edge in the Location-Based Virtual Reality (LBVR) market is driven by its advanced technological ecosystem. Countries like China, Japan, and South Korea lead in VR hardware and software development, with significant innovation and early adoption of innovative technologies. This technological advantage positions the region as a global leader in VR solutions.
The strong gaming and entertainment culture in the region also plays a vital role. VR has become increasingly popular in arcades, theme parks, and entertainment centers, particularly in China and Japan. This high consumer interest, paired with large investments in VR-based entertainment experiences, further propels the market's growth.
Furthermore, government initiatives and the adoption of VR in sectors like tourism and retail contribute to Asia-Pacific's dominance. China's 14th Five-Year Plan emphasizes support for VR, while VR-based attractions in shopping malls and tourist destinations continue to gain traction. Combined with a large and growing middle-class population, these factors create a conducive environment for the expansion of LBVR technologies in the region.
The North American region is estimated to exhibit the highest growth within the LBVR market during the forecast period. The growing consumer interest in immersive experiences, especially in gaming and entertainment, is a major driver. VR arcades, theme parks, and entertainment centers are expanding, with large players investing in VR-based attractions to meet this demand.
North America, particularly the U.S., is home to some of the world's leading VR technology companies, which contribute to innovation in both hardware and software. The development of more affordable and high-quality VR systems has accelerated the growth of LBVR venues across the region.
Furthermore, LBVR is increasingly being adopted for corporate training and educational purposes. Companies and institutions are using VR for simulations, skill-building, and training, driving demand for location-based solutions that offer high-quality, immersive experiences.
The LBVR market's competitive landscape is characterized by a mix of large technology companies, specialized VR firms, and location-based entertainment providers, all vying for market share in this rapidly growing industry.
Some of the prominent players operating in the location-based virtual reality market include:
The VOID
Zero Latency
Hologate
Sandbox VR
VRstudios
Dreamscape Immersive
Survios
Nomadic
SPACES
Neurogaming
In March 2023, The VOID announced plans to relaunch its location-based VR experiences in partnership with Unibail-Rodamco-Westfield (URW). This partnership aims to bring The VOID's immersive VR experiences to URW's premier destinations across the U.S. and Europe.
In January 2023, Zero Latency unveiled its new "Far Cry VR" experience, developed in partnership with Ubisoft. This marks a trend of LBVR companies collaborating with major game developers to bring popular franchises into the location-based VR space.