[This story from Amusements & Attractions describes the company Mirra Immersive’s model for large, virtual reality “arena” attractions that feature gameplay and large LED displays that engage spectators. See the original story for three more images, and visit the MirraArena website for much more information. –Matthew]

[Image: A MirraArena installed at a Jackie Chan Theater in China]

Involving the spectator in virtual reality

Mirra Immersive’s room-scale virtual reality is seeing success after expanding into the Chinese market.

By Lee Wild
September 21, 2026

By Sam Wang’s own admission, MirraArena is deliberately different…

The large-scale, immersive, premium virtual reality experience is truly a sight to behold.

First launched in August 2024 in Bellevue, Washington, US, Mirra Immersive’s debut product is a VR arena unlike any other. In fact, the word “arena” doesn’t really do it justice – Mirra takes virtual reality outside of the box, creating a space where players, those waiting to play and spectators all interact with the same experience.

Bringing spectators into the virtual reality action

Gameplay takes place on either a 23ft x 23ft game floor for up to eight players or a more compact 23ft x 13ft floor suitable for up to four players, with players wearing headsets and interacting with the game using their limbs. All of the action is also broadcast live to large-format LED displays, bringing those who are only watching into the experience. It all comes together to create something that is difficult to do in traditional virtual reality – a game where those outside of the headset still feel involved.

Since opening its first location, Mirra has expanded, licensing the technology across seven locations in China. Its partners include Partyday FEC, Sparkle-Roll-Jackie Chan Cinema and a restaurant-and-bar venue.

Wang, the founder and CEO of Mirra Immersive, told InterGame: “The response we have seen since expanding into China has been very encouraging. We were fortunate to find partners who understood the concept and shared our vision for introducing this different kind of social VR experience to their customers.”

Alongside Mirra’s own marketing, much of MirraArena’s awareness has grown through word of mouth and viral videos on social media. Wang explained: “In June 2025, one of our customers posted a gameplay video from our Bellevue location on RedNote, a leading social media platform in China, where it received more than one million views and over 20,000 likes. Last month, a gameplay video on Mirra Bellevue’s TikTok got 4.1 million views and 328,000 likes.

“Social media is becoming more and more powerful, and we didn’t spend a penny on those videos. I think that kind of organic response is one reason operators are drawn to the concept.”

Wang describes MirraArena as bringing together three core elements: the LED screen, the players inside VR and the surrounding audience, who can remain engaged with the action while consuming F&B, giving operators additional revenue opportunities around each session. Beyond gameplay, the arena can also host watch parties, presentations, screenings and private events, extending the room’s use across different dayparts. “The setup works especially well for corporate events,” Wang explained. “It brings colleagues together in one room, whether they are playing or watching, and gives the whole group a shared experience.”

Appealing to corporate clients and large groups

At Sparkle Roll-Jackie Chan Cinema, MirraArena is also extending how traditional auditoriums can be used. “Corporate team-building events and birthday parties have become especially popular uses of MirraArena. It turns a traditional cinema auditorium into an interactive social space that can support both games and movie screenings,” said Min Cai, CEO of Sparkle Roll-Jackie Chan Cinema.

MirraArena’s game library is continuing to grow. “People always want more,” Wang joked, “but the platform now offers 15 different games.” Building that library is part of Mirra’s broader focus on supporting licensed operators.

Operating its Bellevue flagship has given Mirra direct insight into the day-to-day needs of venue operators. That experience informs a commercial model built around licensing: Mirra focuses on platform development, game production and ongoing support, while local operators bring their venue expertise and knowledge of their markets. “Bellevue helps us understand the product from the operator’s perspective,” Wang said. “Our strength is building the platform and content, and the licensing model allows us to give operators the tools and support to deliver the experience successfully in their own markets.”

“MirraArena is designed to immerse both players and spectators,” Wang explained. “Players experience the game inside the headset, while spectators follow the live observer view on the LED screen. Each has different technical demands, and we bring them together in one integrated system.”

“We continue to release new games so that when customers return to a venue, there is something new for them to experience,” said Wang.

MirraArena occupies a distinctive position in the VR market as a premium product by design. Wang sees MirraArena as an anchor experience within a venue, serving a wide range of groups.

Mirra is continuing its international expansion, with its first Dubai installation targeted for late 2026 and further opportunities in Southeast Asia. Emerging Licensing is leading its North American expansion; the wider Emerging Fund portfolio includes Puttshack, F1 Arcade, Flight Club and Poolhouse. Wang also sees Europe as a natural fit for MirraArena, given the region’s appetite for competitive socialising and premium group entertainment. It looks set to be a busy year for Mirra Immersive.