From 3 VR Arcades to a National Brand - Lessons from one of the fastest-growing free-roam VR networks

In this episode of Inside VR: Real Operators. Real Money. Virtual Reality, Bob Cooney sits down with Maarten Peelen, owner of Zero Latency locations in Rotterdam, Amsterdam, and soon Utrecht. Maarten shares his journey from experiencing free-roam VR for the first time in 2019 to building one of the fastest-growing VR arcade networks in the Netherlands.

They dive into everything from raising capital and finding the right location, to creating an experience that attracts non-gamers, leveraging influencer marketing, and designing venues that can run with minimal staff. Packed with practical insights for aspiring VR operators, this conversation is a masterclass in scaling a location-based entertainment business.

Time Stamps

0:00 – Welcome and introduction to Maarten Peelen
0:25 – First encounter with free-roam VR and launching in Rotterdam
1:12 – The importance of passion and excitement when starting a business
2:16 – Maarten’s background as a project manager and early entrepreneurial ventures
4:10 – Raising capital: investor challenges, family investment, and lessons learned
7:22 – Discovering Zero Latency and choosing the right platform
9:17 – Favorite Zero Latency and VR experiences
12:04 – Why walking is critical to immersion in VR
14:10 – Social bonding inside VR and helping nervous players through experiences
18:36 – Venue design for social spaces and post-game connection
19:37 – Biggest challenges: finding venues, permits, and location strategy
21:44 – Running dedicated Zero Latency venues: benefits and limitations
23:04 – Booking rates and designing for one-person operation
24:47 – Open sightlines, public visibility, and building curiosity
25:39 – Attracting non-gamers by marketing VR as a social experience
27:10 – Balancing rent vs. marketing spend for prime locations
29:03 – Price point, customer experience, and driving word-of-mouth marketing
31:12 – Capturing and sharing customer photos and videos
32:11 – Leveraging influencers organically and through partnerships
33:46 – Misconceptions about running a VR arcade
35:26 – Marketing the experience, not the game
37:01 – The role of sound, atmosphere, and design in immersive experiences
40:01 – Why fear works in VR: suspense, horror, and the unknown
41:53 – Far Cry as a scenic, non-horror alternative
42:30 – VR as the “downloadable theme park”
43:18 – Upcoming openings and future growth plans
44:07 – Closing thoughts and acknowledgements