​Virtual Decisions

What ​Virtual Decisions does

Virtual Decisions is a Birmingham, UK-based developer of decision-led virtual reality experiences designed to drive behavioural change. It operates as a trading subsidiary of Round Midnight Ltd, a private limited company registered in England (company number 04126458), and is headquartered at Innovation Birmingham. The company produces a portfolio of seven immersive VR titles — Knives, Identity, Reconnect, Gangs, Reachout, Influence, and Antisocial Behaviour — that place users inside realistic high-stakes scenarios and let them experience the consequences of difficult decisions in a risk-free simulated environment. Target outcomes include reducing reoffending, knife crime, gang involvement, and antisocial behaviour.

The core technology stack is virtual reality simulation with human-centred scenario design. While no proprietary AI/ML, patents, SDKs, or APIs are disclosed, the product is differentiated by its content architecture — narrative-driven, choice-based immersive experiences aimed at engagement and behaviour change rather than passive viewing. The company cites a 21% reoffending rate among Birmingham Youth Offending Service Out of Court Disposal participants as primary outcome evidence, and has accumulated awards including the National Tech Awards 2024 Year Winner, Education Awards 2023, Digital Content Awards 2021, and Tech Security Awards 2021.

Virtual Decisions monetises via professional-services delivery of VR programmes, likely through direct contracts, licensing, or service agreements with public-sector customers. Pricing is not publicly disclosed and is handled on a contact-quoted basis. The go-to-market is sales-led and direct: the company markets through its website, downloadable info packs, events, and earned media from its awards, targeting UK youth justice services, police forces, and educational institutions. Geographic scope is currently single-country (UK), distribution is via direct on-site programme delivery with VR headsets and facilitator support, and no external funding or strategic investors are disclosed.

Name

​Virtual Decisions

Legal name

Round Midnight Ltd

Website

https://roundmidnight.org.uk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Virtual Decisions is a Birmingham, UK-based VR developer creating decision-led immersive simulations for behavioural change. It serves UK youth justice services, police forces, and educational institutions with VR programmes addressing knife crime, gang involvement, antisocial behaviour, and reoffending, operating as a trading brand of Round Midnight Ltd.

Ownership category

akta.pro rank

Product category

Immersive VR Behavior Change Solutions

NAICS

All Other Amusement and Recreation Industries (71399)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

VR/AR Gaming Platforms (BPAMAKAG)

Keywords

• Virtual reality training
• Behavior change VR
• Immersive education experiences
• Youth justice interventions
• VR simulation software

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. VR Experience Programs: Virtual Decisions creates and delivers VR programs for behavior change, likely through direct engagement with government agencies, educational institutions, and justice services. Revenue appears to come from program delivery, licensing, or service contracts with public sector organizations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Virtual Decisions creates and delivers decision-led immersive virtual reality experiences that place users in realistic scenarios where they control outcomes and witness consequences without real-world risk. The portfolio includes seven distinct VR titles (Knives, Identity, Reconnect, Gangs, Reachout, Influence, Antisocial Behaviour) targeting behavior change outcomes such as knife crime prevention, gang involvement reduction, and antisocial behaviour intervention for youth justice, police, and education clients.

Product overview

Virtual Decisions is a decision-led VR platform that provides immersive virtual reality experiences for education and behaviour change. The portfolio consists of multiple individual VR titles including Knives, Identity, Reconnect, Gangs, Reachout, Influence, and Antisocial Behaviour. These experiences work together as a unified solution, placing users in realistic scenarios where they control decisions and witness consequences without real-world risk. The platform targets youth services, educational institutions, and criminal justice agencies (such as Youth Offending Services) to reduce negative outcomes including knife crime, gang involvement, and antisocial behaviour.

Differentiator

Problem solved

Functional benefit

Products and services

• VD Knives

Quantifiable outcome

• Reoffending rate reduced to 21% for those who completed Virtual Decisions Out of Court Disposal sessions

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Immerse: Immerse offers a VR platform for language learning and corporate training, with a marketplace of VR experiences. It is comparable because it shares the VR content-platform and B2B sales model with Virtual Decisions, although the application focus is different (language acquisition vs. behaviour change).
• Mursion: Mursion delivers VR simulation-based training for interpersonal skills, healthcare communication, and education. It is comparable because both companies use immersive role-play scenarios to drive behavior change in high-stakes environments, with Mursion's K-12 and clinical markets overlapping Virtual Decisions' education and youth services customers.
• STRIVR: STRIVR provides immersive VR training and analytics for enterprise and sports performance. It is comparable because it shares the same enterprise VR training model as Virtual Decisions, though it focuses on operational/procedural training rather than decision-led behaviour change.
• Talespin: Talespin provides an immersive VR platform for enterprise soft-skills and behavioral training, including diversity & inclusion, leadership, and difficult-conversation scenarios. It is the closest direct competitor to Virtual Decisions because both sell VR-based behaviour-change experiences to organizations seeking measurable training outcomes, although Talespin focuses on corporate/enterprise while Virtual Decisions targets public sector.

Regional players

• Avatar Cognition: Avatar Cognition develops VR-based behavioral and social-cognition training tools geared toward clinical and educational use cases. It is comparable as a regional VR-training peer addressing behaviour and decision-making outcomes, similar in product approach to Virtual Decisions.

Emerging players

• VRtuoso: VRtuoso provides a VR platform for enterprise training and authoring, enabling organizations to create their own immersive training. It is comparable as a peer in the VR-based enterprise training category, though it offers an authoring platform while Virtual Decisions delivers packaged experiences.
• FundamentalVR: FundamentalVR uses VR with haptics for surgical training and education. It is an emerging peer because both companies build immersive scenario-based training for behavior/skill outcomes, but it focuses on the healthcare vertical instead of youth justice.
• Wonda VR: Wonda VR is a collaborative VR learning and training platform for education and enterprise. It is comparable as an emerging VR-based education/training peer, with overlapping customer segments in educational institutions, though lacking the specific behaviour-change positioning of Virtual Decisions.
• Ovation VR (Ovation): Ovation provides VR-based soft-skills and presentation training for enterprise use. It is comparable as an emerging player in VR-based behaviour/skill training, with a similar sales-led motion into organizations, though aimed at corporate rather than public sector buyers.

Broad incumbents

• EON Reality: EON Reality is a long-established VR/AR knowledge-transfer platform used across education, industry, and government. It is comparable as a broad incumbent providing VR-based learning and training content to institutions, similar to Virtual Decisions' education and public sector customers, though at much larger scale and with a much broader scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/VirtualDecisions
• LinkedInlinkedin.com/company/virtualdecisions

Revenue estimate

Valuation estimate

Number of profiles

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 ​Virtual Decisions