Valo Motion, a pioneer in combining interactive technology with physical activities, has shared its insights into the six key trends that are defining the active indoor entertainment sector this year.
Despite an unpredictable global market, the demand for social, physical, and real-world experiences continues to grow. According to sources including InterGame and ROLLER’s 2025 benchmark reports, operators are now reconsidering formats, revenue models, and visitor expectations.
Drawing from its experience as a provider of fully automated, mixed-reality systems, Valo Motion has explored the main factors influencing the Location Based Entertainment (LBE) sector, from Gen Z’s desire for inclusive, physically active entertainment to immersive technology and competitive socialising; and considered how operators are meeting this need for movement, meaning, and digital magic.
Six key trends
Valo Motion has identified the six key trends shaping active indoor entertainment as:
- Immersive and gamified design. In these memorable, immersive experiences, players can feel like the characters in a video game. Valo Motion’s products combine video gaming and active real-life movement, with headset-free mixed reality play and an intuitive interface that makes it easy for users to have fun.
- Competitive socialising and esports. Active social gaming motivates groups of friends and family to play at a venue, rather than gaming at home. Products such as the ValoArena are designed to bring players together for memorable active moments. In addition, games such as Groundfall, a ‘floor is lava’ style experience, may generate viral content on social media.
- Birthday party and event formats. High-capacity games with built-in content sharing can serve as profitable event venues which drive foot traffic, customer loyalty, and word-of-mouth marketing. Birthday parties at Valo Motion’s mixed-reality attractions offer an easy option for parents and an extra-special, high-energy gaming experience for the kids.
- Automation and low-labour models. Operators are looking for attractions that are easy to run and do not require additional staffing. Valo Motion’s products are fully automated, with a simple user interface that means visitors can pay and play themselves. No extra staff, headsets, or tech skills are required. In addition, the company offers round-the-clock, remote support.
- User-generated content (UGC) ready experiences. Video sharing features mean that players can save their session as a keepsake and share it with friends on social media. All Valo Motion’s products include video sharing functionality that captures branded, Instagrammable moments.
- Movement-driven, inclusive fun for Gen Z and Alpha. Active indoor entertainment engages players of all ages, from families to teens and adults. Valo Motion products enable operators to extend their audience across age groups and demographics, and attract tech-savvy guests while strengthening their core offering.
With active indoor entertainment, players often become so deeply engaged in their game that they forget they are exercising, making it fun for kids and approved by parents. By developing products at the intersection of technology, health, and entertainment, Valo Motion aims to create world-leading active experiences that enable its players to experience the joy of movement.
Dr Raine Kajastila, CEO of Valo Motion, says: “By creating interactive, family-friendly games, we help operators boost guest engagement and repeat business.
“Players love our action-packed, fun gameplay, and operators benefit from increased foot traffic. It’s a win-win. We’re also committed to releasing new games for our mixed-reality platforms each year, ensuring these attractions stay fresh and continue to deliver value by attracting new visitors time and again.”
Last month, Valo Motion revealed that the UK’s first ValoArena at Round The Twist, the largest family entertainment centre in North East England, maintained an impressive 70% utilisation rate after 21 months.
