Many entrepreneurs still don’t fully understand what franchising really is.
This is not surprising: the franchise market in Russia has only started to grow actively in recent years, and some unscrupulous players have already managed to distort the concept itself.

In advertising, you often see promises that a franchise is a “ready-made business” that generates passive income, with a six-month payback period and no royalties or upfront fees. As a result, people develop unrealistic expectations that are far from reality.

In fact, a franchise is, first and foremost, a business partnership model. It’s better to view it as an opportunity to start your own business with the support of an experienced partner, rather than as a magical shortcut to “instant success.”

The franchisor (the company offering the franchise) helps the franchisee (the partner) avoid common mistakes when starting a business, shares proven practices, and reduces potential risks.

Proven business tools are provided:

• information resources
• technologies
• operational guidelines
• training
• equipment management, and more.

However, it’s important to remember: these are your investments and your business. You will need to manage it as actively as you would any other entrepreneurial project.

Why does franchising reduce risks?

Imagine an investor gives everyone 1,000 coins and sets a challenge: cross the sea. Whoever reaches the opposite shore receives a reward — another 1,000 coins.

Each participant faces a choice: invest the funds in preparation or save on equipment. One spends the money on a reliable boat, sail, map, and supplies. The other chooses to save and sets off in a simple dinghy.

In calm weather, both may succeed. But when facing storms or pirate attacks, the well-prepared one has far greater chances of reaching the goal.

In business, a franchise is like that “ship with a map”: a ready-made product, marketing tools, and the guidance of experienced mentors.

Over more than four years in the VR market, VR ARENA has weathered dozens of “storms” and now provides its partners with proven solutions for handling any unforeseen challenges.

Independent start:

❌  extended learning journey

❌  supplier sourcing from scratch

❌  hypothesis testing

❌  trial-and-error marketing

❌  high risk of fatal mistakes

Franchise:

✅  ready-made model

✅  verified suppliers

✅  ready-made marketing

✅  mentor support

✅  faster time to profitability

Three key components of a successful franchise

Let’s talk about the key components of the perfect model. Any successful franchise is built on three pillars. When evaluating offers, it’s important to understand what each franchising model is based on.

Brand

A well-known brand provides the partner with certain guarantees. A strong reputation builds customer trust and serves as a mark of quality for products or services. 

Product

A product franchise is a model where the main value for the partner lies in the company’s unique product. The partner gains access to a product that cannot be legally used otherwise, except through purchasing the franchise. In the case of the VR business, the product often includes the content itself (games, applications) or the equipment.

Proven business model

Some franchisors enter the market without a strong brand or a unique product but with a tested business model. They have successfully launched several of their own locations (e.g., 5–6 VR clubs or parks) and perfected all business processes. Such franchises essentially sell their know-how in business organization — an optimal combination of widely available tools (marketing, operations, procurement, etc.) that already generate profit across multiple locations.

In the young VR industry, 90% of players are product franchises. These companies focus primarily on content and technology. VR ARENA is a vivid example: the main pride and value of this VR franchise lie in the products it offers to its partners. 

The strong side of the VR ARENA franchise is its proprietary VR content

At the core of VR ARENA is its own development studio. In 1.5 years, we’ve released 4 full-scale VR games and 2 mini-games for free-roam arenas. Each comes with its own genre, mechanics, and atmosphere, allowing us to engage audiences from ages 5 to 50+.

A partner purchasing the VR ARENA franchise gains access to this exclusive content unavailable to others.

This means:

✔️ More diverse experiences for visitors
✔️ A constant flow of new releases
✔️ Customers returning again and again

Important note: in just 1.5 years, we’ve launched 6 new projects, while some competitors still rely on a single game.

Additionally, VR ARENA builds its lineup to cover all segments:

• Kids — fun mini-games with simple mechanics;
• Teenagers — dynamic adventures and non-violent shooters;
• Adults — team missions and high-tech shooters.

It’s no coincidence that VR ARENA is now considered one of the leaders in the Russian market in terms of both the quantity and quality of content for VR arenas. A strong product foundation directly translates into guest satisfaction and, as a result, the financial success of our partners.

Main VR Park Formats under the VR ARENA Franchise

VR ARENA highlights three key zones (in order of priority): VR Arena, Stationary VR Zones, and VR Attractions. Let’s take a closer look. 

VR arena

A free-roam VR arena is the centerpiece of a modern VR park and the primary format to start with. Essentially, it is a large play area where groups of up to 10–16 people can simultaneously take part in a single virtual adventure, moving freely within the space.

Key benefits:

• Powerful wow effect — guests spread the word about you
• High average ticket and group participation
• Suitable for both children and adults

VR ARENA highlight: a proprietary game library with regular updates to keep interest high, even in smaller cities

Stationary VR zones

Stationary VR zones rank second in importance within a VR park and perfectly complement the arena. These are compact VR stations (booths or simply designated 2×2 m areas) equipped with a VR headset and a computer.

They are often compared to classic VR clubs or virtual reality arcade machines. There’s a common misconception that this format only supports single-player games — this is a myth. In fact, 80–90% of the content installed by VR ARENA on stationary zones is designed for multiplayer. This means several players (usually 2–4) can play together in the same VR game while each remains in their own zone.

Key benefits:

• Perfect for couples, families, and small groups
• Huge game library — from kids’ attractions to hardcore simulators
• High revenue per square meter: 4–5 m² per station vs. 15–25 m² per player in the arena

VR ARENA highlight: the ability to perfectly balance the flow — large groups on the arena, small groups on the stations.

VR attractions

VR attractions are standalone virtual reality devices and simulators, usually featuring a full-immersion effect (motion platforms, chairs, capsules, etc.). In a Portal VR park, this format ranks third in priority: it’s not essential, but with sufficient investment and the right location, it can significantly boost the business.

VR attractions include, for example, VR roller coasters (simulating a ride in a moving capsule), driving simulators on motion platforms, flight simulators, 360° virtual reality rides, and other large-scale devices.

Key benefits:

• Attracting new customers
• Increasing emotional engagement
• Unique experiences unavailable to competitors

Return on Investment Assessment and Risk Mitigation for Partners

The financial model is the cornerstone of any business, and franchising is no exception. A key question for potential partners is: how quickly will the investment pay off, and what guarantees exist that the project will be profitable? VR ARENA pays special attention to this aspect and has established a transparent process for evaluating new locations.

How Portal VR works with future franchisees:

Transparent Terms: Lump-Sum Fee, Royalties, and Discounts

Another indicator of a franchisor’s reliability is a transparent financial model. The market often features enticing offers such as:

• “Franchise with no upfront fee”

• “0% royalties”

• “50% discount on the first call”

Such claims should be approached with caution. The key question to ask yourself is:

“If the franchisor earns almost nothing, how will they maintain and develop the product?”

Often, the answer is simple: the actual level of support and value provided by such companies is minimal.

In the VR ARENA franchise, the lump-sum fee and royalties are not set arbitrarily but are based on the real cost of the value provided: technologies, exclusive content, marketing tools, training, and ongoing support.

✅ No unjustified markups. Many resources are offered to partners at prices below the market average thanks to bulk purchasing and in-house development.

✅ Flexible approach. VR ARENA is ready to accommodate reasonable partner requests by offering customized terms.

VR ARENA Franchise Package (What the Partner Gets)

Here are the key components of the VR ARENA franchise package:

1. Location Analysis and Financial Planning

–> You receive a ready-to-use financial plan tailored to your city and location. This data allows you to understand the business economics even before signing the agreement: break-even point, payback period, and required investments.

2. Full VR Park Design Project

–> Includes everything needed to make the venue ready to welcome clients:

• Layout planning (arena, stationary VR stations, attractions, reception, waiting area)
• Technical drawings (electrical systems, ventilation, air conditioning, internet networks)
• Branded design and visual identity (banners, navigation, exterior branding)
• Furniture, lighting, and additional structures design

3. Launch Stage Support

–> From the moment the agreement is signed, a dedicated launch engineer is assigned to you, who:

• Advises on selecting and ordering equipment
• Oversees renovation and venue preparation
• Arrives on-site to set up and test all VR systems
• Trains staff on game management, customer service, and troubleshooting

4. Operational Support

–> Each partner is assigned an account manager — a personal advisor who assists with all business-related matters:

• Optimizing park operations and increasing revenue
• Selecting marketing channels tailored to your region
• Engaging technical specialists for complex tasks
• Network partners regularly meet at offline events and online calls, sharing experiences and gaining proven insights from fellow franchisees.

5. Marketing Tools and Ready-to-Use IT Infrastructure

 –> VR ARENA provides a full set of tools for attracting and retaining customers:

• A ready-to-use branded website with online booking
• A CRM system for customer management and sales automation
• A loyalty program and bonus system
• A package of marketing materials (banners, creatives, texts, photos, and videos)
• Digital marketing training for local promotion

6. Exclusive VR Content

–> The main asset is an exclusive game library available only to VR ARENA partners:

• At launch: 4 large-scale multiplayer games and 2 mini-games for the VR arena
• Content tailored for various ages and scenarios (kids’ birthday parties, family weekends, corporate events, hardcore gaming)
• Additionally, all upcoming VR ARENA releases are included for free — at least 2 new titles are planned for 2025

Conclusions: Franchise or Independent Project?

Let’s sum up. Why choose a franchise instead of trying to build a VR business from scratch?

The answer lies in the significant savings of time, money, and resources. All the services and solutions mentioned above are the result of VR ARENA years of investment and development. Attempting to recreate them independently would cost several times more than the price of the franchise.

A franchise saves time 👉 the most valuable asset an entrepreneur has.

Instead of going through trial and error, you immediately receive a proven roadmap and a set of tools that have already demonstrated their effectiveness.