What It’s REALLY Like to Run a Zero Latency: Inside the VR Business with Maarten Peelen

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From First VR Encounter to Multi-Venue Operator

It all started in 2019 when Maarten experienced free-roam VR for the first time—and it blew his mind. That single moment rekindled a childlike excitement he hadn’t felt in years. Within a week, he was on the phone with a friend, sketching out a plan. Fast forward to today, and Maarten operates thriving, standalone Zero Latency venues, each designed for premium free-roam VR gameplay—with an onsite bar for guests to relax and socialize post-game.

And he’s just getting started.

Turning Passion Into a Profitable Reality

What drives Maarten's success? It’s simple but powerful: focus on the experience, not just the technology. He realized early that free-roam VR wasn't just a game—it was a social adventure, an emotional rollercoaster that adults would pay for, again and again.

• Prioritize quality: The experience must match the hardware.
• Operate lean and efficient: Venues are streamlined to run with as few as one staff member during quieter periods.
• Make it a spectacle: Open layouts in high foot traffic areas allow passersby to see and hear the action, turning gameplay into live entertainment.

Raising Capital: Lessons from the Frontlines

Starting up wasn’t without challenges. Maarten had to raise significant capital to launch his first venue. His advice? A good idea backed by passion is magnetic to investors.

However, he warns that not all investors are the right fit. Early funding offers demanded rapid, large-scale expansion—something Maarten instinctively knew would kill the entrepreneurial spirit he loved. Instead, he found support closer to home, turning his venture into a family-backed business, allowing him to grow at his preferred pace.

Marketing Magic: How to Attract Non-Gamers

Zero Latency Netherlands proves that marketing isn’t about selling VR—it’s about selling unforgettable memories.

One of Maarten’s most brilliant strategies? Turning customers into ambassadors.

 Every session is captured with high-quality photos and videos. The next day, players receive their media package, making it irresistible to share the excitement across social media—authentic storytelling at its best.

Other key strategies:

• Corporate events and company outings: These drive large groups of non-gamers through the door, creating unforgettable team-building experiences.
• Location, location, location: Venues are placed near bars and restaurants, allowing players to extend their night out with food, drinks, and conversation.

The result? A steady stream of new customers fueled by word-of-mouth buzz and repeat visits.

Key Takeaways for Future Thrillmakers

Thinking about launching your own VR attraction? Here’s what Maarten’s journey teaches:

• Be powered by passion, anchored in business acumen.
• Find investors who believe in your vision—not just your numbers.
• Deliver an unforgettable experience, every time.
• Choose the right location: accessible, vibrant, and social.
• Let your customers tell your story.
• Think big—but scale smart.

 Feeling inspired by Maarten’s story?
 Join our global network of Thrillmakers. Connect with our Venue Development Team today and bring thrills to your city.