Zero Latency, a global leader in VR entertainment, has opened a new location in Webster, Texas, marking the ninth Zero Latency VR venue in the state, alongside attractions in major cities such as Austin, Dallas, Houston, Fort Worth, and San Antonio. Zero Latency now has more locations in Texas than any other state in the US.
The rapid expansion makes Texas one of the company’s most active regional markets globally, and is a signal of broader trends shaping the location-based entertainment (LBE) sector in North America.
The venue operates in partnership with a local entertainment operator, reflecting the scalability of Zero Latency’s licensing model. The opening supports Zero Latency’s continued growth in the US, where it now has over 35 venues, and follows international expansion across Europe, Asia, and the Middle East.
Strong growth in the US
The company’s US growth is being driven by strong corporate bookings, word-of-mouth marketing, and increasing demand for premium group experiences.
Within the US, Texas is emerging as a key testbed for immersive attractions. Its mix of large urban centres, growing suburbs, and entertainment-hungry demographics makes it an ideal LBE market.
Real estate flexibility in lifestyle centres and malls has also created new opportunities for VR operators to act as anchor tenants in underutilised or revitalised spaces. The state’s cultural emphasis on group entertainment, family outings, and corporate events aligns with Zero Latency’s multiplayer, high-throughput format.
Texas is home to a thriving LBE ecosystem, featuring notable brands such as Andretti Indoor Karting, Meow Wolf, and Puttshack.
Zero Latency differentiates itself by offering premium, social, immersive experiences — free-roam, wireless VR with up to eight players per experience. It also has a growing library of exclusive experiences, including Space Marine VR, Outbreak, and Far Cry VR.
The high repeat visitation rates and strong ROI per square foot are attractive to operators and landlords. This new Webster location showcases the brand’s appeal as a turnkey solution for independent FECs and leisure entrepreneurs seeking to diversify their attraction offerings.
Zero Latency’s flexible licensing model enables fast market entry without the rigidity of traditional franchise structures.
The company plans to continue expanding in both Tier 1 and Tier 2 markets, with more US openings slated for late 2025.
Last month, Zero Latency celebrated the launch of its 10th venue in Spain, located in Son Castelló, Palma de Mallorca. The company has been operating in Spain since 2017, when it opened one of its first venues in Madrid. With this new location, Spain now boasts more Zero Latency venues than any other European country.
