viewImmotion Group

Immotion targets 'out of home' market for VR experiences


  • Makes immersive VR pods and the associated content
  • Revenue share agreements with the likes of Rank Group and Merlin
  • Has signed contracts for over 430 of its VR headsets
immotion vr racing game

Quick facts: Immotion Group

Price: 2.4 GBX

Market: AIM
Market Cap: £9.11 m

As we move closer to EBITDA breakeven, this tipping-point business is poised for substantial growth

Martin Higginson, chief executive

What it does

Immotion Group PLC (LON:IMMO), which only joined AIM last summer, makes immersive virtual reality ‘pods’ and the content that goes with it.

Customers can put on one of the Immotion headsets, sit in a pod or a racing car, for example, and take in experiences which range from rollercoaster rides to supercar racing right through to fighting alien invaders in space.

The company also has an ‘edutainment’ – education and entertainment combined – division. York Museum, for example, used Immotion for its Jurassic exhibition and Sir David Attenborough opened the event feeding a dinosaur in virtual reality.

It has signed revenue-share agreements with a host of household names, such as Grosvenor Casino operator Rank, Thorpe Park parent Merlin Entertainment, The O2 Arena and Gravity trampoline parks.

Immotion puts its products in their sites and splits the revenue they generate, which can be upwards of £400 per headset per week.

It also sells its products outright to private buyers, operates in its arcades and licenses out its content and experiences to other companies.

How it’s doing

Revenues for the six months ending 30 June rose to £1.3mln from £547,000 in the prior year, while pre-tax losses rose to £2.6mln from £1.48mln.

Immotion highlighted strong trading over the summer period, reporting revenues across July and August of £900,000, adding that its average revenue per headset had been “very encouraging” at £381 across the eight months to the end of August.

Looking ahead, Immotion said it expects a “significant” boost in new installation activity in 2020 that is set to deliver monthly underlying earnings (EBITDA) at break-even in the first quarter.

In a trading update in December, the firm said its full-year underlying EBITDA loss is estimated to be in line with expectations, with revenue to come in at between £3.6mln and £3.8mln.

The company has also confirmed the installation of 93 of its virtual reality headsets in the first quarter of 2020 after signing contracts with a number of attractions and venues.

The firm has signed contracts in the with the London Eye, four aquariums and a European zoo and has agreed terms with a further nine aquariums and five entertainment sites.

It has also inked a revenue-sharing deal with the MGM Mandalay Bay resort and casino in Las Vegas and raised gross proceeds of £2.85mln from an "oversubscribed" fundraising in January.

Inflexion points

  • In March, the company said it is “well placed” to deal with the effects of the coronavirus pandemic on its business
  • In February, Immotion said it had inked contracts for over 430 of its virtual reality headsets

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Proactive's Tom Howard investigates the commotion around Immotion

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