ZERO LIMITS Americas 2026 in Los Angeles brought together operators, partners, and the Zero Latency HQ team, including CEO Tim Ruse, for two days of focused discussion on performance, growth, and the future of location-based VR. All set against the backdrop of LA, the global home of entertainment.
ZERO LIMITS gives partners the opportunity to step out of the day-to-day and look at the bigger picture together IRL. It is time to compare notes, and learn from operators facing the same realities in completely different markets. And in an industry built on creating unforgettable experiences for others, there is something equally valuable about coming together and creating a few of our own together.
A CLEAR VIEW OF WHERE WE ARE GOING
CEO Tim Ruse opened the event sharing where the Zero Latency network is at and the strategic direction ahead.
He shared updates on the platform and roadmap, including the continued evolution of Zero Latency’s leading VR system. His session covered the scale the network has reached, the strength of the platform, shifting consumer trends, and how operators can navigate macroeconomic headwinds while capturing the opportunity ahead as immersive entertainment continues to mature.
A FOCUS ON PERFORMANCE AND GROWTH
Peer-led sessions explored key revenue drivers across different sites in the region, including pricing strategies, marketing initiatives, and operational excellence. Corporate bookings came up consistently as a strong growth lever, with operators sharing how they are building sales pipelines and converting one-off events into repeat business.
Multi-attraction leaders Family Entertainment Group and Boss Pro Karting added another layer, sharing how they run complex entertainment venues at scale. Their sessions unpacked the realities of managing multiple attractions, large teams, and high guest expectations, while still delivering a consistent, high-quality experience.
Marketing sessions led by CMO Hayley McKenzie focused on what is cutting through right now. From local partnerships to digital acquisition, the conversation stayed practical and current, grounded in what is actually delivering results in market.
INDUSTRY INSIGHTS
Author and LBE expert, Beth Standlee brought an outside perspective that resonated strongly with the room.
As founder of The Growth Pro Group, Trainertainment and AAMA President, she spoke to the broader shifts happening across location-based entertainment, with a focus on service excellence and long-term loyalty. Her workshop pushed the conversation further, breaking down how to turn a good visit into a memorable one that drives repeat attendance and word of mouth.
It was a useful reset on something simple but critical. Great experiences are built on the details.
THE MAKING OF JUMANJI VR
One of the standout sessions came from guest speaker, Jonathan Casson from Sony Pictures Entertainment.
He shared the thinking behind bringing Jumanji into location-based VR and why Sony chose to partner with Zero Latency. The focus was on the power of strong IP, and how combining globally recognised stories with immersive technology can expand audiences and drive demand.
Tim Ruse followed with an early look at the creative direction behind the experience, giving operators a sense of what is coming next and how it fits into the broader content strategy.
A NETWORK THAT MOVES FASTER TOGETHER
What stood out across the two days was the pace of shared learning.
Operators were open about what is working and where they are facing challenges. That kind of transparency is what allows the network to move faster as a whole and build community bonds.
There is also a clear sense of momentum. The category is evolving, consumer expectations are rising, and this group of thrillmakers are leading the charge together with the goal of blowing more minds everyday and having some fun whilst doing it!
Next stop, Melbourne Australia for the APAC ZERO LIMITS 2026 conference.
