What Frontgrid does

Frontgrid (legal entity FG Innovations Ltd) is a UK-based experiential technology company that designs, manufactures, and operates ParadropVR, a proprietary motion-based virtual reality flying attraction. The product family comprises three hardware variants: the larger, higher-throughput ParadropVR Rize with extended motion range and self-steer controls; the compact, operatorless ParadropVR Pod designed for venues with limited space and unattended kiosk-style operation; and the Containerised Pod, a world-first mobile variant engineered to fit inside shipping containers for outdoor and event deployment. The hardware is paired with an in-house content library built on Unreal Engine, including subscription game series (Explore Series, Discover Series, Neon Nights) and bespoke location-based flying (LBF) experiences such as Fly Snowdon, City Flyer over Bangkok, and Fly Niagara, the latter featuring eleven Rize 4 units in a horseshoe configuration at a Rainbow Air Tourism Center.

The company monetises through a mix of upfront hardware sales and installation, custom content and creative-production services, tiered annual technical-support subscriptions (Foundation, Pro, Enterprise) with optional spare-parts packs, subscription-based access to its pre-built game catalogue, and licensing-style revenue share on location-based flying deployments. Its customer base spans theme parks and family entertainment centres, museums and cultural institutions, hotels, resorts and casinos, tourist destinations, and corporate brand-experience clients across more than fifteen countries on five continents. Notable enterprise operators include Emaar Entertainment (VR Park Dubai), King Power Mahanakhon (Bangkok), Resorts World Genting (Malaysia), Butlins (UK), National Infantry Museum (USA), Sprockets Fun Foundry (USA), SparkX Sportainment (Belgium), Rainbow Air Helicopter Tours (Canada/Niagara), and Alshaya Group's TEKZONE (Saudi Arabia).

Distribution is primarily direct enterprise sales supported by an exclusive MENA partnership with Amusement Services International and a heavy trade-show presence at IAAPA, DEAL Expo Dubai, World Travel Market London, and SEA Expo Riyadh. The company was founded in 2017, is headquartered in Llandudno Junction, North Wales, with game development and design staff based in the Conwy area, and is led by co-founder and CEO Matt Wells. The product platform holds ISO-17842 and ASTM F24 amusement-ride safety certifications, and the brand has been recognised through IAAPA Brass Ring Award finalist status (2025), VR Awards finalist (2020), and Blooloop and Park World award shortlistings (2021, 2022).

Name

Frontgrid

Legal name

FG Innovations Ltd

Website

https://frontgrid.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Frontgrid designs and manufactures ParadropVR, a motion-based VR flying attraction combining proprietary hardware, custom Unreal Engine content, and subscription games, sold to theme parks, museums, FECs, resorts, and tourist destinations across 15+ countries.

Ownership category

akta.pro rank

Product category

Immersive VR Attraction Hardware

NAICS

Amusement Parks and Arcades (7131), Amusement Arcades (71312), Amusement and Theme Parks (71311)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Simulation & Specialty Peripherals (Cockpits, Rigs, Motion Platforms, Accessibility Controllers) (MPAFAGAI)

akta.pro secondary industries

VR/XR Hardware & Accessories (Headsets, Controllers, Trackers, Haptics) (MPAFAGAG), VR/AR Gaming Hardware (Headsets & Controllers) (HDACANAD), VR/AR/XR Game Studios (MPAFAAAE), VR/AR Game Publishing & Distribution (MPAFABAK)

Keywords

• Virtual reality attractions
• Motion simulation hardware
• Location-based entertainment
• Immersive VR experiences
• VR flight systems

Headquarters

HQ city

Penmaen-mawr

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Hardware Sales and Installation: Sale of ParadropVR hardware platforms (Rize, Pod, Containerised Pod) to venue operators. Includes installation, training, and setup services.
2. Custom Content Development: Custom VR game development, environment creation, and content customisation services for venue-specific experiences.
3. Technical Support Subscriptions: Annual technical support subscriptions with Foundation, Pro and Enterprise plans. Includes remote diagnostics, software updates, new game loading, and optional spare parts packs.
4. Subscription Games: Pre-built game series available via subscription including Explore Series, Neon Nights, Desert Flyer, Switchback Swoop, Space Flyer, City Flyer, Alpine Drop.
5. Location-Based Flying Experiences: Revenue-generating attractions at tourist destinations where venues pay for custom VR experiences replicating real-world locations (e.g., Fly Niagara, Fly Snowdon, Fly Bangkok).

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Frontgrid designs, manufactures, and sells the ParadropVR motion-based virtual reality flying attraction platform, including three hardware variants (Rize, Pod, and Containerised Pod) for entertainment venues worldwide. The company provides custom VR content development, pre-built subscription game libraries, annual technical support plans, and bespoke location-based flying (LBF) experiences such as Fly Niagara and Fly Snowdon.

Product overview

Frontgrid is a UK-based company that has developed ParadropVR™ as its core product portfolio since 2017. The ParadropVR family consists of three main hardware variants: ParadropVR – Rize (the larger, higher-throughput model with extended motion range), ParadropVR – Pod (compact, operatorless, touchscreen-kiosk-enabled multi-player unit), and the Containerised Pod (mobile outdoor variant designed for shipping containers). These hardware platforms are supported by a library of subscription games including the Explore Series (5 titles for Rize), Discover Series (3 titles for Pod), and Neon Nights (night-flying series for Pod). Frontgrid also creates custom location-based flying (LBF) content for clients, exemplified by Fly Snowdon, Fly Niagara, and City Flyer experiences. Beyond hardware, the company offers comprehensive creative and production services including custom motion-based engineering, 3D game development, 360/3D filming, creative theming, and venue consultancy. The product ecosystem is designed for operators across theme parks, FECs, museums, hotels, resorts, and tourist destinations, with global installations across 15+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• ParadropVR™: Award-winning virtual reality flying experience combining motion-based engineering with immersive VR content. Available in Pod (compact multiplayer), Rize (larger model), and Containerised versions.

Products and services

• ParadropVR Rize Larger ParadropVR model with extended motion range and higher throughput, providing a single-player flying experience with self-controlled movement and drops for entertainment venues.
• ParadropVR Pod Compact, motion-based multi-player ParadropVR experience with a smaller footprint, designed for venues with limited space and capable of operating without an attendant via touchscreen kiosk.
• ParadropVR Containerised Pod Mobile outdoor-operable ParadropVR Pod variant engineered to fit into shipping containers (2 or 4 Pod configurations) for events, temporary locations, and transportable entertainment deployments.
• ParadropVR City Flyer ParadropVR variant for city-based attractions allowing guests to fly over a 4km area incorporating key landmarks and features of real-world urban destinations.
• Fly Snowdon Location-based flying VR experience exploring Snowdonia National Park through three educational games with different learning outcomes for visitors.
• Fly Niagara World-first location-based flying experience over Niagara Falls delivered through 11 ParadropVR Rize 4 units in horseshoe configuration at the Rainbow Air Tourism Center.
• ParadropVR Rize 4 Latest ParadropVR Rize hardware iteration featuring 4m drop motion-based engineering and enhanced capabilities for immersive VR fly-over experiences.
• Technical Support Subscription Annual technical support subscription offered in Foundation, Pro, and Enterprise tiers, including remote diagnostics, software updates, new game loading, and optional spare parts packs for installed ParadropVR hardware.
• Custom VR Content Development Bespoke VR game development, custom environments, characters, and gamification features created in-house for specific venues using the Unreal Engine platform.
• Venue Consultancy and Global Account Management Marketing and business planning consultations, launch campaign support, marketing material production, and ongoing operational support and account management for installed attractions worldwide.

Quantifiable outcome

• Over 1 million rides completed across all global locations in 2019
• +3 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core and minor.

• SparkX SportainmentcoreStrategic or Co-development Partner · 1 January 2025Multiple ParadropVR Pod installations across SparkX venues in Belgium (Hasselt and Ghent). RFID wristband integration for score tracking across activities. Partnership supports sportainment concept combining sports, gaming, and technology.
• Rainbow Air Helicopter TourscoreStrategic or Co-development Partner · 1 January 2024Partnership to create 'Fly Niagara' - world-first location-based flying experience over Niagara Falls. Rainbow Air provides real helicopter flights over falls and hosts VR attraction at new Tourism Center. Combined offering enhances Niagara destination tourism.
• Amusement Services International (ASI)coreChannel Partner/ Reseller/ Distributor · 1 January 2022Exclusive distribution partnership for ParadropVR in Middle East and North Africa covering Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, UAE, Egypt, Tunisia, and Morocco. ASI provides local knowledge, logistics, installation capability, and post-installation support. Partnership followed initial 2-unit installation in Kuwait.
• Alshaya GroupcoreChannel Partner/ Reseller/ Distributor · 1 January 2019TEKZONE entertainment centre at Red Sea Mall, Jeddah features ParadropVR as anchor attraction. First KSA installation. Alshaya operates entertainment venues across Middle East.
• SimworxminorChannel Partner/ Reseller/ DistributorExhibited together at IAAPA events (IAAPA Europe 2019). ParadropVR showcased on Simworx booth.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Two Bit Circus: US-based micro-amusement park operator developing proprietary VR and motion-based attractions. Represents an emerging player in location-based VR entertainment with comparable technology stack, though primarily an operator rather than hardware licensor like Frontgrid.
• Positron Voyager: Provider of motion-based VR cinema and immersion pods for entertainment venues, museums, and FECs. Emerging player with comparable motion-platform-plus-content model targeting similar venue operator customers as Frontgrid.

Direct peers

• Sandbox VR: Operator and licensor of location-based VR experiences for FECs and entertainment venues globally. Competes in the same out-of-home immersive VR category with full-body tracking and multiplayer experiences targeting venue operators and consumers.
• Immotion Group: UK-based provider of location-based VR experiences and motion platforms for entertainment venues, FECs, and museums. Directly competes with Frontgrid in selling immersive VR attractions to global entertainment operators using similar hardware-plus-content models.
• Simworx: UK manufacturer of motion-based attractions including dark rides, VR experiences, and motion platforms for theme parks and FECs. Already a co-exhibitor with Frontgrid at IAAPA events and overlaps in target customer base and motion-based attraction category.
• HOLOGATE: Germany-based provider of location-based VR attractions and immersive experiences for FECs, arcades, and entertainment venues globally. Competes head-to-head with Frontgrid in selling multiplayer VR systems to entertainment operators with similar content-plus-hardware business model.
• Zero Latency: Provider of free-roam location-based VR experiences for entertainment venues worldwide. Directly comparable to Frontgrid's venue-deployment model with multiplayer VR content, sold/licensed to FECs and entertainment operators.

Broad incumbents

• Sally Corporation: Established designer and manufacturer of dark rides and motion-based attractions for theme parks and entertainment venues globally. A broader incumbent with deep theme park relationships that competes for the same VR/motion-attraction capital expenditure at large entertainment operators.
• Disney Imagineering: In-house R&D arm of Disney developing motion-based themed attractions including VR experiences for theme parks globally. A broader incumbent that creates competition for VR attraction budget at major theme parks, though focused on Disney-owned IP rather than licensing to third-party venues.
• Meta (Reality Labs): Consumer VR/AR hardware leader (Quest headsets) that indirectly competes with location-based VR by improving consumer-grade VR experiences. A broader incumbent whose technology underpins many VR attractions including parts of ParadropVR, and whose product advances could substitute for out-of-home VR.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/frontgrid
• YouTubeyoutube.com/@frontgrid
• Facebookfacebook.com/frontgrid
• LinkedInlinkedin.com/company/21713027/admin/dashboard
• Instagraminstagram.com/frontgrid/?hl=en-gb

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Frontgrid