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36Kr learned that the offline social entertainment brand “Immersed the World” received tens of millions of investment from the only capital in June this year, and this round of financing will be further used for content development and iteration.
Established in April 2016, “Immersive World” is a new species of offline social entertainment that provides virtual reality entertainment content based on VR technology. Its business includes immersive experience software and hardware integrated solutions and virtual reality content production.
In offline experience consumption, from Three Kingdoms Killing, Werewolf Killing to Script Killing and Room Escape, consumers and investors have been looking for fresher, more interesting and more immersive entertainment social interaction experiences. In the escape room industry alone, the number of merchants in 2019 was close to 13,000, and the market size in 2019 has exceeded 10 billion yuan.
However, traditional secret rooms are limited by physical space, and it is difficult to satisfy the unconstrained “brain hole” in the scene design. The interactive experience is limited by physical props. On the other hand, the secret room relies on physical decoration scenes, and the cost of updating is huge. Consumers need to constantly visit different businesses Experience new content and lack of brand stickiness, making the repurchase rate of merchants low. Immersive World wants to use VR technology to break through the above physical space and repurchase rate restrictions.
In the view of founder Chen Xin, Immersion World is a technology company. Since its establishment, 100% of the funds have been invested in large-space multi-person interactive VR technology and content research and development.Immersive World Through the VR large-space software and hardware wireless solution, the plot scene breaks through the limitations of physical space and realizes an interactive mode that cannot be achieved in traditional secret rooms. During the game, the user does not need to carry a heavy backpack, and can walk infinitely in the 1:1 space of the game world in the game field of 100 square meters.
Immersion in the world store
From the perspective of technology landing, although VR technology has long been integrated into offline interactive experience, it is mostly based on small-scale simulators, lacking high-concurrency and high-degree-of-freedom VR large-space games that can bring a stronger sense of interaction. At the same time, the long cycle of content development and production and high landing costs also limit the expansion of content categories. For the secret room game category, the Immersive World team stated that there is no reference creativity and planning, and it is quite difficult to develop content and interaction.
The current consumer groups in the immersive world are roughly the same as offline interactive experience stores such as werewolf killing, script killing, and room escape. The unit price is about 150 yuan. The consumers are mostly young people aged 15-35, mainly students and white-collar workers. Half of consumers mostly come from word-of-mouth communication, public comment, and Meituan.
Immersive World currently assumes three roles:
Content production research and development: Immersive World currently has 11 SKUs, mainly based on exclusive self-developed content, including Legend of Sword and Fairy, Detective Pu Songling, Master Treading Thunder, Romance of Business, etc. The innovative blockbuster escape room product “Box” will also be launched soon Store.
Entertainment Distribution Platform: As a hub, connect upstream content and IP, and distribute content to downstream standardized stores.
Chain brand operation: Immersion World has launched a standardized solution. With the support of standardized space, operation central control system and cloud content management system, it helps to efficiently manage franchise chain stores. In addition, Immersion World’s development platform requires content standardization to achieve rapid store scale.化copy.
In terms of location, Immersion World stores are mostly opened in commercial complexes, which are opened through direct sales and franchising. Currently, there are 8 stores in Beijing, Shanghai and Chongqing. Under the franchise model, the headquarters will charge equipment fees. The estimated payback period is 8-10 months, but the payback can be achieved within 4-5 months at the fastest in the landing store.
Immerse the world
Compared with the traditional offline experience format, the repurchase rate of Immersive World has exceeded 30%. The key is that VR games can create a larger experience space and provide a more immersive interactive experience. Through digital platforms, The immersive world is constantly updating and iterating on content, and the constantly updated content allows consumers to obtain a fresh experience every time they consume and complete user lock-in.
Founder Chen Xin said that Immersive World will expand rapidly through franchise methods starting this year, and 50 stores will be launched by the end of the year. When the stores have laid the foundation, the headquarters will focus more on the roles of producers and distributors, and plans to achieve the content “month more”. After the store has formed a certain scale, it will stimulate upstream content manufacturers to develop more content and promote the development of the entire virtual reality entertainment industry.
Compared with the offline VR space overseas, the founder Chen Xin believes that the domestic population density is high and the national consumption power is strong, combined with the increasing requirements of consumers for offline social interaction experience, the immersive world can achieve the same level of repurchase rate as the theater Same level. After the epidemic, Immersion World has achieved a turnover breakthrough in August compared to last year.
Immersion World is headquartered in Beijing, with a team of about 20 people. The team has rich experience in technology, R&D, entertainment, and chain operations.
Tang Xiaoming, founding partner of Only Capital, said that immersing the world is a typical project for upgrading entertainment audio-visual services technology. The only capital has been deeply involved in the film and television entertainment industry for many years, and has witnessed many upgrades of the audiovisual entertainment experience. It is very optimistic about the content production mode of immersing the world of “technical subversion experience, refreshing audiovisual wonder”. Even under the impact of the epidemic, the scale and performance of Immersed World has achieved strong growth, which fully demonstrates that its content selection and production have been recognized by consumers. Investing in the immersive world is under the background of the upgrading of the entertainment industry and consumption. For the exploration of new models of content creation and distribution in the future, we will support the immersive world to move towards the goal of “virtual reality head entertainment content distributor”.