The Deep — how we launched 13 full-immersion VR arenas in 9 countries


  • Determining the positions of the trackers (on the head, arms, and legs) in space.
  • Projecting the body projection in space based on the trackers’ coordinates.

Testing the hypothesis


  • Assembled a team of 3 developers, 2 sales managers, and 1 marketing specialist;
  • Hired a couple of freelance 3D designers for polishing ready-made assets;
  • Started writing a script for our game and doing the voice-over.
  • Bought expensive MSI VR Ready backpack PCs, HTC Vive helmets, and HTC trackers. On average, a kit per player cost us $4000. We purchased two kits for development;
  • Decided on our brand’s name and ordered the logo;
  • Started designing landing pages and running PPC advertising.
A reference to the book “Labyrinth of Reflections” by Sergey Lukyanenko
The first location for the Safe Night game
  • A comprehensive system for managing the game, controlling the equipment (such as the computers’ and vests’ battery level and vests and status of trackers on a player), as well as calling the functions of third-party software (rebooting of a PC and components from HTC).
  • Full-body tracking responsible for the synchronization of the player’s movements and their avatar in the game.
  • Mechanisms for calibrating an avatar to fit a specific person as well as six different avatars.
  • A fully-ready game Safe Night lasting 30–40 minutes with three difficulty levels translated into two languages.
  • A license system that prevents the launch of games without a license key and records the duration of each running game session.

Our first VR arena

Our first VR playing arena in Novosibirsk
  • SMM as the main channel.
  • PPC advertising in Yandex and Google search engines.
  • Different landings: from holding corporative events to romantic dates with a loved one.
  • Arranging tournaments, competitions, and giveaways.
  • Special offers and discounts.


The Deep VR arena in Kazan
The Up The Game Conference in Amsterdam
  • PPC advertising.
  • Various landing pages.
  • Emailing to everyone who had similar equipment to facilitate the opening.
  • Emailing to the owners of quests and other entertainment centers.


Our second game Shmooter

The current situation

  • The first game runs on HTC and is meant for up to four players. It features haptic vests for even greater immersion, full-body tracking, and beautiful graphics.
  • The second solution is powered by Oculus and is suited for up to eight players to play on platforms from 80 m² to 400 m².
The game Cats Attack!


  • Open 60 VR arenas in total with 3–4 new platforms opening every month.
  • Increase the number of games to 16.
  • Attract one new partner per month and continue developing proprietary games.
  • Open our SDK so that any studio can develop or adapt their games for our platforms.




CEO at Exyte, Co-founder at AnotherWorld

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Igor Zapletnev

Igor Zapletnev

CEO at Exyte, Co-founder at AnotherWorld

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