Merlin Entertainments has agreed to roll out the Immotion Group’s VR simulators across the majority of its international Legoland Discovery Centres (LDC) estate.
The move follows successful revenue share trials at Merlin’s LDC sites in Boston (USA) and Manchester (UK). The company will also install VR platforms at one of the hotels within Legoland Deutschland Resort in Germany.
Sea Life trial
In addition, Merlin is extending the relationship with Immotion to cover an initial trial in three Sea Life aquariums. One is in Germany and two in Australia. Subject to the results, the intention is to roll out Blue Ocean VR cinematic experiences across the wider 49 site strong Sea Life estate. Talks continue with Merlin regarding other opportunities.
The Legoland Discovery Centres deal will see a total of 21 new VR simulators, each comprising two headsets, introduced at various sites. This is in addition to the four machines (eight headsets) already in use in both Boston and Manchester. A further three platforms will be supplied to Legoland Deutschland, plus nine for the three Sea Life trials. All these will be operated on a revenue-share basis.
Additionally, six VR simulators have been purchased outright for Legoland Discovery Centres in Asia. This will take the total of number of Immotion headsets in use across the Merlin estate to 94 by the end of 2019.
The UK company already supplies the majority of its VR platforms on a concession basis, sharing revenue with site owners. In return it provides the equipment, content, technical support and training.
“The extension of the Merlin relationship is a significant milestone for the company,” says Immotion Group CEO, Martin Higginson. “Endorsement from one of the largest entertainment operators in the world underpins our belief and confidence in our business model.”
“The commercial success of our recent trials, which are being converted into long-term agreements, has shown our ability to deliver revenue for our partners,” continues Higginson. “This, together with the positive feedback from the paying public and the discussions we are having with shopping malls and leisure operators around the world, demonstrates that there is a growing demand for our experiences. We remain extremely confident that Immotion Group is set to become the leading out-of-home immersive VR operator in the world.
The company recently agreed a distribution deal with Crown Leisure. Crown will market Immotion’s VR platforms to amusement arcades and family entertainment centres across the UK. Immotion Group will now seek out similar agreements in the USA.