From a wild idea to a global VR empire: Zero Latency turns 10
The pioneers of free-roam virtual reality technology are celebrating a decade in business by expanding their partner network and scaling their immersive business worldwide.
BRANDVOICE – SPECIAL FEATURE
Zero Latency started as an experiential virtual reality prototype, growing into a global force delivering jaw-dropping virtual reality entertainment in a truly wireless multiplayer experience.
The global pioneer in immersive entertainment is redefining what’s possible in location-based entertainment experiences for people wanting to live out their heroic fantasies – even if that means a heart-pounding virtual experience fighting off hungry zombies in an apocalypse.
How it all began
Like the very best startups, Zero Latency was born in a dimly lit garage in the outer suburbs of Melbourne as a side hobby to build free-roaming virtual reality entertainment a decade ago.
With some spare time on their hands, mates Tim Ruse, Scott Vandonkelaar and Kyel Smith began exploring how people could connect with each other in real life, rather than connecting through games at home.
“We kept talking about how cool it would be if you could just put on a backpack and headset and walk around in a video game and play in a much larger space, like a warehouse. As users ourselves, we were tired of being relegated to the wired experience at home.”
With nothing more than sheer determination and a shoestring budget at their disposal, these trailblazers started obsessing about building the technology that would allow a far more immersive entertainment experience than the world had ever seen.
In those early days, the trio couldn’t buy anything off the shelf to build a virtual reality world of their dreams. “We were buying hardware off the internet and rigging prototypes together to find a new way to disassociate from reality. Early on, we knew we were onto something truly unlike the immersive experiences available back then,” Ruse recalls.
After two years of rigorous testing and development, the first prototype was built and a crowdfunding campaign followed to unleash the first immersive entertainment experience on an unsuspecting public. Minds were blown.
Seed investment followed, which funded the first venue in Melbourne, resulting in six-week-long waiting lists to be able to try out this home-grown immersive experience.
Now, a decade later, Zero Latency is one of the elite virtual reality experiences in the world, with more than 120 venues across the world, including North America, Europe. Asia-Pacific, and the Middle East, entertaining more than 5 million people.
Australian locations include Brisbane, Adelaide, Melbourne, Sydney, Perth, Canberra, Gold Coast, Sunshine Coast, with a venue slated for Darwin soon.
“There was something far more realistic about the movement aspect of Zero Latency experiences, and the public couldn’t get enough. That sensation of walking and moving through the space gave a sense of travel and made it feel incredibly realistic and immersive,” Ruse says.
Zero Latency has evolved over the years, offering eight epic adventures with AAA-level graphics, immersing players in iconic worlds like Ubisoft’s Far Cry and the Warhammer 40,000 universe in Space Marine VR.
“Today’s consumers want more than just entertainment. They’re looking for emotional engagement and value. For virtual reality experiences, this means specific expectations around the quality of graphics, the depth of the games and how far we can push the technology,” he says.
Zero Latency’s core audience is thrill seekers on the hunt for new experiences —generally adult groups aged 18-44. While many of their experiences are action-focused shooters, the content is suitable for all ages, making it a popular choice for families and kids’ birthday parties. Being a highly social experience, Zero Latency is also a strong fit for corporate events and team building, delivering the ultimate group adventure—fast-paced, fun, and unforgettable.
“We’re not just creating experiences, we’re shaping memories. People want to do something unforgettable that still offers value for money, and we have an obligation to provide that. Experiences can’t be normal anymore. Exceptional is the new standard.”
With further growth on the cards, Zero Latency is offering a flexible licensing model that will see its innovative offering available in even more locations, allowing partners to launch a standalone virtual reality attraction or add it to a mixed-use entertainment site.
While competing brands have tried their hand at the experiential experience, the secret sauce is the ongoing commitment to innovation, Ruse says.
For example, initial prototypes included a backpack carrying the technology that powered the game, but that has been scaled down to be fully functional with just a wireless headset and a controller, making for an even more immersive experience.
From the way the company sources and integrates technology to the constant development of new technologies, Zero Latency wants to keep people in the game longer to experience a thrilling free-roaming adventure unlike anything else in the market.
“As the immersive entertainment industry evolves, we know that our growth comes down to the content. Expanding the content catalogue, modifying the hardware, very much plug and play and easy to use, solved all those problems.
“Now more than ever, people want interaction and moments that matter. They want a great value experience they can share on social media. We work to bring more joy and blow more minds every day by creating the ultimate adventure with friends.”
To celebrate the massive milestone, Zero Latency VR is offering 20% off all experiences and gift vouchers until June 30, 2025.