British technology start-up, Immotion Group, has raised £1.3 million to develop high-end virtual and augmented reality experiences in Europe and the US.

Immotion is aiming to become the leading provider of out-of-home VR experiences.

Customers for its products are likely to be theme parks. They will also be shopping centres looking to increase dwell time with a retailtainment offering.

The first iteration of Immotion Group’s VR Experience Platform is set to premiere this month. This will be at the UK’s largest VR park in Bristol – VRStar.

According to the company, a successful stint at the IAAPA Attractions Expo in Florida last month has resulted in a flurry of orders.

Immotion’s Martin Higginson: The best VR experiences will be out-of-home

Immotion Group was set up by Martin Higginson and David Marks. The pair have a proven track record, numbering Netplay TV and Monstermob among their past successes. Monstermob evolved into one of AIM’s Top 50 listed businesses. This latest tranche of funding has been secured from a variety of strategic investors.

The company’s VR platform offers a combination of motion-activated chairs synchronised with immersive audio and high-end visuals.

Real-life content and CGI interactive experiences can both be custom-made in-house. To this end, the company recently acquired Manchester-based CGI specialist, Studio Liddell, and LA-based creative movie maker, C2K.

Higginson is in no doubt that the best VR experiences going forward will be out-of-home. He says it is only in specialist venues that users can really engage all their senses for a truly immersive experience.

“Bringing together the best VR motion platforms along with amazing immersive content will allow us to help users genuinely escape reality,” he added.

Bookings are currently being taken for Bristol’s VRStar which is slated to open on 15th December, 2017.

Image courtesy Immotion Group

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