The global association for location-based entertainment XR

You are building a form of entertainment nobody has built before. You don't have to work it out alone.

LEXRA is where the operators, studios, manufacturers, platforms, investors and educators building location-based XR share what works.

Join LEXRA

100+ member companies in 21 countries

You are working it out for the first time. So is everyone else.

You size an arena with no standard to follow. You price an experience with no benchmark to price against. You buy hardware that will be obsolete before your lease runs out, and you choose a content platform knowing you may have to run several more alongside it.

Someone in this industry has probably already solved whichever one of those is costing you money this month. You rarely get to ask them.

"There's a ginormous pie here that can be shared across lots and lots of people, and there's a lot of problems getting solved over and over again."
Brent Bushnell, co-founder, DreamPark Immersive; co-founder, Two Bit Circus

Challenges like these are what operators, developers and manufacturers wrote on sticky notes at the VR Attraction Summit in Las Vegas in April 2025, clustered on a wall and voted on. The participants concluded the industry needed an association. LEXRA launched that quarter, and those sticky notes became its first working spaces.

Cinema built one. Coin-op built one. Theme parks built one.

The amusement industry has IAAPA. Coin-op has AAMA. Cinema has its exhibitor associations. Each of those formats started the same way, with scattered pioneers solving the same problems privately, until enough of them decided the format would grow faster if they pooled what they knew and spoke with one voice.

Location-based XR is at that point now.

"It feels very chaotic: there aren't a ton of standards, people aren't communicating what's working for them and what's not. There's a tremendous opportunity to share."
Jim Wyatt, President of RILIX USA, eight years president of CEMA

100+

MEMBER COMPANIES

COUNTRIES

ROLES ACROSS FOUR LAYERS

Sixteen roles across four layers, from the investors funding venues to the platforms that sell the tickets. Every company on this map is a LEXRA member, so the capital, content, hardware, installation and marketing you need next is already inside.

From Dallas to Tokyo. From Brussels to Melbourne.

"LEXRA is the organization that has been missing in the LBE industry. It brings together everyone from owners, operators, hardware manufacturers, software developers and industry experts into one platform where everyone can learn and grow together."
Dana Snell, Founder of Puttscape

"It's really the only association focused on location-based entertainment, VR, AR, XR. I kind of thought of it as a must-join at this point: we have to support our community from within."
Jennifer Poythress, Owner, The Rabbit Hole VR

Join LEXRA

Find yourself on the map.

You run the venues.

Operators, location owners and ticketing platforms compare what fills a Tuesday, what a square foot earns, and which content keeps guests coming back, with people running the same numbers this week.

You make the experiences.

Developers, producers, studios and distributors reach the venues buying content, and learn what those venues can install before you build for it.

"I found this community super interesting, members are keen on educating each other and helping each other. I think it's the only community in the world sharing knowledge like that. I instantly decided to join."
Taiga "Thomas" Kobayashi, founder, VRARRI, Tokyo

You build the hardware and the platforms.

Manufacturers, infrastructure, peripherals, creator tools and turnkey suppliers help set the standards this industry will run on, and hear from operators what they need next.

"It's really good to have a community that's very specific to LBXR. There are unique aspects of this business, of how the content is created and distributed."
Amy Hedrick, CEO and founder, Cleanbox Technology

You put capital behind it.

Investors reach the operators, and the numbers behind them, in a market with almost no published comparables.

"Some of the smartest people working in entertainment are the people working in XR, and LEXRA brings those people together. I thought I'd meet the types of people I want to collaborate with and learn from, and it has definitely delivered."
Chuck Taylor, founder, All Star Ventures; former head of innovation, Caesars Entertainment

You teach it.

Educators and institutions connect their students to the companies hiring, and bring current practice into the classroom.

Your first week

Introduce yourself and post the thing you're wrestling with.

People who run venues and build the technology answer.

Book your onboarding call.

A free 30-minute call. Bring whatever you need right now; you'll leave knowing where to find it and who to talk to.

Show up live.

There's a Huddle every month, and AMAs in between.

All of it starts the day you join.

What your membership includes

Standards. You sit on the committees and working groups setting best practice for your sector.

Group savings. You buy hardware, software and insurance at member rates.

Industry insight. You get exclusive research, benchmarking and peer knowledge.

Networking. You reach the global XR ecosystem, online and in person.

Free training. Your team gets complimentary professional development.

Promotion. Your business features through LEXRA events, newsletters and digital media.

Events. You attend member-only events and pay less for industry events.

Advocacy. Your interests are represented in industry policy and standards bodies.

Join LEXRA

Common questions

Is joining LEXRA free?

Attending your first AMA or Huddle is free. Membership is paid. Come to a free event and see it from the inside first.

I run one venue. Is this for me?

Two of the members quoted on this page run independent venues. Individual membership is $39 a month; corporate membership covers your whole team and starts at $495 a year.

I'm new to location-based XR. Is it too early for me to join?

Members arrive at every stage, including before they open. Your onboarding call starts wherever you are.

"It became even more important at this stage, when I'm really getting ready to spend a lot of money and make this all happen. I'm blessed to have LEXRA organize all this information and make all those connections. It's an easy choice."
Anthony DeSano, founder, MetaVersive Arena, Westbury, New York