VR Entertainment Becomes a Major Draw for Shopping Malls

Recent years have shown that traditional entertainment in shopping malls is no longer able to serve as a real “magnet” for visitors. Movie theaters are losing to streaming, food courts have become a familiar format, and retail stores have long been competing with online shopping. Against this backdrop, virtual reality has become not just a part of the entertainment business but its most dynamic segment. VR clubs give visitors what they crave most today: strong emotions, novelty, and the feeling that they’ve entered a place where there is truly “a reason to come.”

In this article, we’ll explore why VR entertainment is becoming a key tool for attracting visitors to shopping malls and what advantages it offers to commercial property owners.

VR as a Traffic Generator: Why the Format Attracts Visitors

Virtual reality is one of the few entertainment formats equally appealing to teenagers, families with children, and groups of friends. For shopping malls, this is the ideal combination: the broader the audience, the higher the foot traffic.

First, VR arenas create a “wow” effect that is difficult to replicate elsewhere. An experience that can’t be reproduced at home or in a typical gaming club becomes a strong reason to choose one shopping mall over another. People are willing to travel dozens of kilometers to try an impressive VR attraction — and visitor statistics consistently confirm this.

Second, a VR club operates year-round and is not affected by seasonality. Bad weather, holidays, school breaks — traffic remains consistently high, making the format predictable for landlords. This is especially important for malls experiencing declining footfall in traditional retail zones.

Finally, VR entertainment generates a viral effect. Visitors eagerly share their impressions on social media, bring friends, and return themselves. This type of organic marketing is difficult to achieve with other formats, which makes VR not just another tenant but a true traffic generator.

How VR Clubs Increase Dwell Time in Shopping Malls

One of the key rules of modern shopping malls: the longer a person stays inside, the more they spend. And VR effectively contributes to increasing dwell time.

The first factor that extends visitor time is the collective participation format. Many VR quests or free-roam arenas are designed for team play. While some participants complete the level, others wait for their turn, discuss their emotions, or watch replays. This naturally extends a visitor’s stay in the mall by 1–2 hours.

The second factor is strong emotional engagement. After a VR experience, people often go for coffee, grab dinner, or simply walk around the complex. They’re in an uplifted mood, which increases the likelihood of impulse purchases and additional spending.

And finally, VR entertainment becomes an “anchor” around which additional activities are built: photo zones, tournaments, themed events. All of this creates a rich environment where visitors want to spend more time.

Why VR Is the Ideal Candidate for an Anchor Tenant

Traditional anchor tenants have been losing ground. Movie theaters are shutting down, major brands are reducing their space, and classic entertainment formats are undergoing transformation. Meanwhile, VR clubs offer several advantages that set them apart.

First — compactness paired with high profitability. A VR arena may occupy just 80 to 300 m² while generating traffic comparable to a large movie theater. For malls, this provides a highly profitable revenue per square meter.

Second — a modern image. Shopping malls are actively updating their concepts and positioning, and tech-driven attractions such as VR highlight their status as contemporary leisure spaces. This is especially important in the competition for younger audiences.

Third — flexibility. VR formats are easy to update, expand, and adapt for events. New content, seasonal quests, cooperative games — all of this makes it possible to attract visitors regularly without major renovations.

Thus, VR fits perfectly into the development strategy of malls that need bright, compact, and modern entertainment options.

The Impact of VR Entertainment on Shopping Mall Economics

The economic effect of VR clubs is noticeable in several ways.

First, overall mall traffic increases. Visitors come specifically for the VR club but also use other mall services — cafés, shops, entertainment venues. As a result, the total turnover of the complex grows.

Second, audience loyalty increases. People return to places where they experience positive emotions. Even if a visit starts with a VR game, it often ends with shopping — helping malls strengthen their competitive position.

Third, VR creates opportunities for regular events. VR tournaments, themed days, family festivals — all of these contribute to a steady activity calendar, boosting footfall on weekdays and during low seasons.

Thus, a VR club works not only as an independent business but as a mechanism for overall mall growth.

Conclusion

Today, VR entertainment is becoming one of the most powerful tools for attracting visitors to shopping malls and entertainment complexes. It creates emotions that can’t be replicated at home, increases traffic, extends dwell time, and shapes a modern image for the venue. In a competitive environment, innovative formats are becoming the foundation of mall appeal — and VR clubs are at the center of this transformation.

If you’re considering updating your mall’s concept or looking for an effective anchor format, take a closer look at VR. High-tech clubs like Anvio VR make it easy to launch a modern entertainment zone that consistently attracts visitors and turns a shopping mall into a destination. Sometimes one outstanding space is enough to revitalize an entire complex.