Sp Immersive Entertainment
SP Immersive Entertainment (SPIE) is a New York-based private studio that develops and operates location-based cinematic immersive experiences under license with global sports and entertainment franchises, including the NBA, UEFA, and Warner Bros., across venues in Paris, Miami, Las Vegas, and the Smoky Mountains.
- Company typePrivate
- Founded-
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Sp Immersive Entertainment does
SP Immersive Entertainment (SPIE) is a private U.S.-based LLC headquartered in New York that develops, owns, and operates location-based cinematic immersive entertainment experiences under licensing and co-development agreements with global entertainment and sports franchises. The company operates four flagship attractions: NBA Surround (a 360-degree LED and haptic-floor basketball experience at the Carrousel du Louvre in Paris, developed with the NBA), UCL Surround Miami (a 360-degree cinematic digital theater experience for UEFA Champions League fans in Miami), Game of Thrones: Dragons (a flying theater experience in Las Vegas co-developed with Warner Bros. Themed Entertainment), and XPERIA: Ocean Journey (an underwater-themed walkthrough in the Smoky Mountains that won the Stars of Industry Attraction of the Year 2025 award).
The underlying technology stack combines proprietary hardware environments — seamless 360-degree LED screen installations, haptic floor systems, and flying theater motion platforms — with original cinematic CGI content produced for each franchise. SPIE's value proposition rests on creating original cinematic narratives tied to licensed IP rather than adapting existing content, executed at iconic high-foot-traffic venues that provide built-in audience flow.
SPIE generates revenue through two interlocking streams: (1) licensing and co-development agreements with franchise IP holders (NBA, UEFA, Warner Bros.), and (2) venue operations and ticket admissions at physical attractions in Paris, Miami, Las Vegas, and the Smoky Mountains. Marketing is conducted through organic social media channels (LinkedIn, Instagram, TikTok, Facebook). The company is micro-cap in scale (1-10 employees) with no publicly disclosed funding history, ownership structure, or financial metrics.
Sp Immersive Entertainment firmographics
Firmographics- Name
- Sp Immersive Entertainment
- Legal name
- SP Immersive Entertainment, LLC
- Website
- https://sp-ie.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SP Immersive Entertainment (SPIE) is a New York-based private studio that develops and operates location-based cinematic immersive experiences under license with global sports and entertainment franchises, including the NBA, UEFA, and Warner Bros., across venues in Paris, Miami, Las Vegas, and the Smoky Mountains.
- Ownership category
- akta.pro rank
Sp Immersive Entertainment industry classification
Industry- Product category
- Immersive Entertainment / Location-Based Entertainment
- NAICS
- Amusement Parks and Arcades (7131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- VR & Immersive Esports/LBE Venues (VR Arenas, Sim Racing Pods) (MPAFALAE)
Keywords
Where Sp Immersive Entertainment is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sp Immersive Entertainment business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Immersive Attraction Licensing and Co-Development: SPIE partners with major entertainment and sports franchises (NBA, UEFA, Warner Bros.) to create original cinematic experiences. Revenue is generated through licensing agreements with franchise holders and operating immersive attractions at physical venues.
- Venue Operations and Experience Ticketing: SPIE operates licensed immersive experiences at physical locations, generating revenue through visitor admissions and concessions at venues such as Carrousel du Louvre in Paris, Miami, Florida, and Las Vegas.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Sp Immersive Entertainment product offering
Product offeringCore offering
SP Immersive Entertainment (SPIE) develops, owns, and operates location-based cinematic and media-driven entertainment attractions in partnership with global entertainment and sports franchises. The company secures licensing deals with marquee IP holders (NBA, UEFA Champions League, Warner Bros. Themed Entertainment, XPERIA) and creates original immersive experiences using proprietary 360° LED screens, haptic floors, flying theaters, and CGI cinematic content, sold to consumers via ticketing at permanent venues.
Product overview
SPIE (SP Immersive Entertainment) is an immersive attraction studio that partners with global entertainment and sports franchises to create original cinematic experiences. The company operates four main attractions: NBA Surround (a 360° LED and haptic basketball experience in Paris), UCL Surround Miami (a 360° cinematic theater for UEFA Champions League in Miami), XPERIA: Ocean Journey (an underwater-themed walkthrough with CGI animation in the Smoky Mountains), and Game of Thrones: Dragons (a Warner Bros. flying theater experience in Las Vegas). Each attraction features immersive technologies such as LED screens, haptic floors, and interactive elements.
Differentiator
Problem solved
Functional benefit
Brands
- NBA Surround: An immersive and cinematic 360-degree LED experience created in partnership with the NBA, located at the Carrousel du Louvre in Paris.
- UCL Surround
- Game of Thrones: Dragons
- XPERIA: Ocean Journey
Products and services
- NBA Surround An immersive cinematic basketball experience developed in partnership with the NBA, combining a 360° LED screen with a haptic motion floor to place visitors inside NBA action, located at the iconic Carrousel du Louvre in Paris and targeting global sports fans and tourists.
- UCL Surround Miami A 360° cinematic digital theater experience created in partnership with the UEFA Champions League, bringing football fans into the atmosphere of Champions League match days in Miami.
- XPERIA: Ocean Journey An underwater-themed immersive adventure launched in 2025 in partnership with XPERIA, located in the Smoky Mountains and recognized as a leading new attraction in the industry.
- Game of Thrones: Dragons A flying theater experience developed in partnership with Warner Bros. Themed Entertainment, immersing visitors in the world of Game of Thrones and located in Las Vegas.
Companies that use Sp Immersive Entertainment
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Sp Immersive Entertainment technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Sp Immersive Entertainment partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship.
- NBA (National Basketball Association)flagshipThe National Basketball Association partnered with SPIE to create NBA Surround, an immersive cinematic experience featuring 360-degree LED screen and haptic floor technology located at the iconic Carrousel du Louvre in Paris. The partnership brings NBA basketball action to life in an entirely new format for fans.
- UEFA (Union of European Football Associations)flagshipUEFA Champions League partnered with SPIE to create UCL Surround Miami, a large-scale 360-degree cinematic digital theater experience with interactive elements located in Miami, Florida. The experience is operated under license by SP Immersive Entertainment, LLC.
- Warner Bros. Themed EntertainmentflagshipWarner Bros. Themed Entertainment collaborated with SPIE to develop Game of Thrones: Dragons, a stunning flying theater experience in Las Vegas. Guests experience an original cinematic story where they are lifted off the ground to soar with the legendary dragons from the Game of Thrones franchise.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Sp Immersive Entertainment competitors and assessment
Company assessmentDirect peers
- Meow Wolf: Meow Wolf operates permanent large-scale immersive art installations with interactive storytelling across multiple U.S. cities. It competes with SPIE for visitor mindshare and tourist dollars in the experiential entertainment category.
- Cosm: Cosm operates shared-venue immersive entertainment with LED dome technology for sports, entertainment, and experiential content. It is a direct competitor using similar immersive-display architecture for live and curated content experiences.
- Lighthouse Immersive (Atelier des Lumières): Lighthouse Immersive operates Atelier des Lumières-style immersive art and IP experiences in major venues globally. It directly competes with SPIE in the franchise-licensed immersive attraction category and uses similar projection-based immersive technology.
Regional players
- AREA15: AREA15 is an immersive entertainment complex in Las Vegas featuring VR, art installations, and themed attractions. It is a regional peer operating in one of SPIE's key venues (Las Vegas) and competes for immersive-experience tourist traffic.
Broad incumbents
- MSG Entertainment (Sphere): The Sphere in Las Vegas operates a massive immersive LED entertainment venue featuring concerts and branded experiences (including Postcard from Earth). It is a broad incumbent in venue-based immersive entertainment and competes for premium Las Vegas tourist spend.
- Disney Parks & Experiences: Disney operates the largest portfolio of themed immersive attractions globally and owns Marvel, Star Wars, and other IP that competes for franchise licensing opportunities. It is the broadest incumbent in themed entertainment.
- Universal Destinations & Experiences: Universal operates theme parks and immersive attractions (Super Nintendo World, Wizarding World, Halloween Horror Nights) globally. It is a broad incumbent in themed entertainment that competes for franchise IP rights.
- Warner Bros. Themed Entertainment: Warner Bros. Themed Entertainment (an existing SPIE partner) operates Harry Potter, DC, and Looney Tunes themed attractions globally. It is both a partner and a competitor for immersive IP activations.
Emerging players
- Secret Cinema: Secret Cinema produces immersive, narrative-driven events that envelop guests in themed film and TV worlds. It overlaps with SPIE's franchise-driven immersive experience model but focuses on ticketed events rather than permanent venues.
- Fever Labs: Fever operates a marketplace for immersive and experiential events (immersive cinema, candlelight concerts, themed experiences). It is both a potential distribution channel and a competitor in curating immersive entertainment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Sp Immersive Entertainment social profiles
Digital presenceSp Immersive Entertainment financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sp Immersive Entertainment leadership team
Management profileNumber of profiles
Sp Immersive Entertainment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sp Immersive Entertainment M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sp Immersive Entertainment
What does Sp Immersive Entertainment do?
SP Immersive Entertainment (SPIE) develops, owns, and operates location-based cinematic and media-driven entertainment attractions in partnership with global entertainment and sports franchises. The company secures licensing deals with marquee IP holders (NBA, UEFA Champions League, Warner Bros. Themed Entertainment, XPERIA) and creates original immersive experiences using proprietary 360° LED screens, haptic floors, flying theaters, and CGI cinematic content, sold to consumers via ticketing at permanent venues.
Is Sp Immersive Entertainment a public or private company?
Sp Immersive Entertainment is a private company. It is classified as unknown and is currently operating.
When was Sp Immersive Entertainment founded?
Sp Immersive Entertainment was founded in -1. It employs 1 to 10 people.
Where is Sp Immersive Entertainment based?
Sp Immersive Entertainment is headquartered in New York, United States, in the North America region.
How does Sp Immersive Entertainment make money?
Two revenue lines are on record. Immersive Attraction Licensing and Co-Development is the primary driver. The others are venue Operations and Experience Ticketing.
Who are Sp Immersive Entertainment's main competitors?
Direct peers on record are Meow Wolf, Cosm and Lighthouse Immersive (Atelier des Lumières). AREA15 is listed as a regional player. Broad incumbents are MSG Entertainment (Sphere), Disney Parks & Experiences, Universal Destinations & Experiences and Warner Bros. Themed Entertainment. Emerging players are Secret Cinema and Fever Labs.
Does Sp Immersive Entertainment have an API?
No public API is recorded for Sp Immersive Entertainment.
What industry is Sp Immersive Entertainment in?
Sp Immersive Entertainment's product category is Immersive Entertainment / Location-Based Entertainment. Its primary akta.pro industry code is MPAFALAE, VR & Immersive Esports/LBE Venues (VR Arenas, Sim Racing Pods). Its NAICS code is 7131 and its SIC code is 7990.