Following a successful trial in Boston, Massachusetts and Manchester, England, the Immotion group will be rolling out use of VR headsets to both LEGOLAND Discovery Centres in the UK, as well as additional centres in Europe.

The LEGOLAND success has also kickstarted trials in SEA LIFE Centres in Germany and Australia, which, if successful, could also be launched in the UK later this year.

Formed as a revenue sharing agreement, Immotion provides the equipment, content, technical support and training, whilst Merlin operates the platforms and provides the locations.

Martin Higginson, CEO of Immotion Group, who also features in The Inside Track, said: “Our mantra has always been; ‘Test, Roll-Out’ and the extension of the Merlin relationship to cover the majority of Lego Discovery Centres, along with trials in three Sea Life Centres, is a significant milestone for the company. Endorsement from Merlin, 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. 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 superior out of home immersive experiences.

The announcement comes at the same time as the Immotion Group announces a distribution agreement with Crown Leisure, the UK’s largest distributor of entertainment machines.

Read more about VR becoming a reality, and hear from the CEO of Immotion Group, Martin Higginson, in The Inside Track.