What Immotion Group plc does

Immotion Group plc is a UK-incorporated public limited company operating in the immersive edutainment sector. The company develops and licenses motion-based virtual reality experiences for deployment at zoos, aquariums, museums, and science centers. Its core technology combines stereoscopic 360° VR filming with synchronized motion seats, producing fully immersive experiences that pair physical motion with visual content. Each VR film in the portfolio — including titles such as Polar Odyssey, Dinosaur: Evolution, Shark Dive, The Great Migration, Swimming with Humpbacks, Gorilla Trek, Flight of the Mantas, and Dolphins of the Reef — is developed in collaboration with paleontologists, marine biologists, scientists, and conservation experts. Content is delivered in 18 languages across indoor, outdoor, and theater/pre-show solution formats.

The company's commercial model is B2B institutional partnerships. Immotion deploys VR attractions at no upfront cost to partner venues, generating revenue through what the source data characterizes as licensing/royalty arrangements. The company reports 150+ partner locations across 22 countries, reaching approximately 3.5 million annual users. Customer segments are concentrated in zoos, aquariums, and museums/science centers, with named institutional partners including Chester Zoo, Shedd Aquarium, National Aquarium, Frost Science Museum, St. Louis Zoo, Oceanogràfic València, SEA LIFE London, Sydney Zoo, Mandalay Bay, and Toronto Zoo, among others. The company maintains active memberships in major industry associations (AZA, WAZA, IAAPA, NEWEAZA, ASPAC, ASTC, ecsite, ACM) and strategic conservation partnerships with the Zoological Society of London and the Marine Megafauna Foundation.

The company's US headquarters is located at 1067 Gayley Avenue, Los Angeles, CA, while its legal domicile is the United Kingdom as a PLC. Operations span North America, Europe (UK, Spain, Poland, Netherlands, Germany), and Oceania (Australia). Recent industry recognition includes the Advanced Imaging Society's Lumiere Award for Best Use of Virtual Reality (2023 and 2026 for Dolphins of the Reef), Fast Company's Most Innovative Companies 2026, the Los Angeles Film Awards Best Virtual Reality Award (2025), and the Nature Without Borders International Film Festival Best of Show (2024). The company does not disclose revenue, headcount, ownership structure, or funding history in the available data.

Name

Immotion Group plc

Legal name

Immotion Group plc

Website

https://immotiongroup.com

Company type

Public

Operating status

Operating

Short description

Immotion Group plc is a UK PLC that develops motion-based virtual reality edutainment experiences for zoos, aquariums, museums, and science centers, licensing them across 150+ partner locations in 22 countries under a no-upfront-cost deployment model.

Ownership category

akta.pro rank

Product category

Immersive VR Edutainment

NAICS

Amusement Parks and Arcades (7131), Motion Picture and Sound Recording Industries (512), Amusement and Theme Parks (71311)

SIC

Services-Allied To Motion Picture Production (7819), Services-Amusement & Recreation Services (7900), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN)

akta.pro secondary industries

VR/XR Hardware & Accessories (Headsets, Controllers, Trackers, Haptics) (MPAFAGAG), Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI)

Keywords

• Immersive virtual reality
• Motion-based VR
• Edutainment experiences
• Science education VR
• Location-based attractions

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Partnership / Licensing Model: Immotion partners with zoos, aquariums, museums, and science centers to deliver VR experiences at no upfront cost to the partner institution. The company generates revenue through these partnerships, likely through revenue sharing or licensing arrangements with partner venues. This model enables rapid scaling across partner locations while providing ancillary revenue benefits to institutions.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Immotion Group plc provides turnkey, motion-synchronized virtual reality edutainment attractions for zoos, aquariums, museums, and science centres. Its offering combines stereoscopic 360° VR filming with proprietary motion seats, delivered as a catalog of named experience titles across three deployment formats (Indoor, Outdoor, and Theater/Pre-Show), and supplied to venue operators under a partnership/licensing model rather than as direct consumer sales.

Product overview

Immotion Group plc is a global leader in immersive edutainment, offering a portfolio of motion-based virtual reality experiences designed for zoos, aquariums, museums, and science centers. The company provides fully immersive experiences combining stereoscopic 360 VR films with synchronized motion seats. Their portfolio includes distinct VR experience titles (Polar Odyssey, Dinosaur: Evolution, Shark Dive, The Great Migration, Swimming with Humpbacks, Gorilla Trek, Flight of the Mantas, Dolphins of the Reef) delivered through three solution types: Indoor, Outdoor, and Theater/Pre-Show configurations. Each immersive film is developed in collaboration with paleontologists, marine biologists, scientists, and conservation experts to ensure scientific accuracy and meaningful storytelling.

Differentiator

Problem solved

Functional benefit

Brands

• Immotion Education: Education-focused division of Immotion offering immersive VR experiences for zoos, aquariums, and museums
• Immotion Entertainment

Products and services

• Polar Odyssey A motion-synchronized VR edutainment experience themed around the polar regions, combining stereoscopic 360° VR filming with proprietary motion seats to immerse visitors in a polar environment. Licensed to zoo, aquarium, museum, and science centre venues.
• Dinosaur: Evolution A motion-synchronized VR edutainment experience themed around dinosaurs and prehistoric life, combining stereoscopic 360° VR filming with proprietary motion seats. Licensed to zoo, aquarium, museum, and science centre venues.
• Shark Dive A motion-synchronized VR edutainment experience themed around sharks, combining stereoscopic 360° VR filming with proprietary motion seats to immerse visitors in an underwater shark encounter. Licensed to zoo, aquarium, museum, and science centre venues.
• The Great Migration A motion-synchronized VR edutainment experience themed around a great wildlife migration, combining stereoscopic 360° VR filming with proprietary motion seats. Licensed to zoo, aquarium, museum, and science centre venues.
• Swimming with Humpbacks A motion-synchronized VR edutainment experience themed around humpback whales, combining stereoscopic 360° VR filming with proprietary motion seats to immerse visitors in an underwater marine encounter. Licensed to zoo, aquarium, museum, and science centre venues.
• Gorilla Trek A motion-synchronized VR edutainment experience themed around gorillas and their habitat, combining stereoscopic 360° VR filming with proprietary motion seats. Licensed to zoo, aquarium, museum, and science centre venues.
• Flight of the Mantas A motion-synchronized VR edutainment experience themed around manta rays, combining stereoscopic 360° VR filming with proprietary motion seats to immerse visitors in an underwater flight encounter. Licensed to zoo, aquarium, museum, and science centre venues.
• Dolphins of the Reef A motion-synchronized VR edutainment experience themed around dolphins on a reef, combining stereoscopic 360° VR filming with proprietary motion seats. Licensed to zoo, aquarium, museum, and science centre venues.
• Indoor VR Solution A turnkey indoor deployment of Immotion's motion-synchronized VR edutainment experiences, combining stereoscopic 360° content with motion seats for installation inside venue buildings. Targeted at zoos, aquariums, museums, and science centres with indoor floor space.
• Outdoor VR Solution A turnkey outdoor deployment of Immotion's motion-synchronized VR edutainment experiences, combining stereoscopic 360° content with motion seats for installation in external venue spaces. Targeted at zoos, aquariums, museums, and science centres with outdoor exhibit areas.
• Theater / Pre-Show VR Solution A turnkey theater or pre-show deployment of Immotion's motion-synchronized VR edutainment experiences, designed for auditorium-style or pre-show orientation use within zoo, aquarium, museum, and science centre venues.
• AMQ An entertainment-focused VR title distributed by Immotion through its dedicated entertainment site (ent.immotion.co), distinct from its edutainment catalog.
• Elf Power An entertainment-focused VR title distributed by Immotion through its dedicated entertainment site (ent.immotion.co), distinct from its edutainment catalog.
• Jinxed An entertainment-focused VR title distributed by Immotion through its dedicated entertainment site (ent.immotion.co), distinct from its edutainment catalog.
• Rogue Planet An entertainment-focused VR title distributed by Immotion through its dedicated entertainment site (ent.immotion.co), distinct from its edutainment catalog.

Quantifiable outcome

• 3.5M annual users across partner locations
• +3 more outcomes

Named customers30 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core.

• Zoological Society of London (ZSL)coreStrategic or Co-development PartnerImmotion provides funding to ZSL for pangolin conservation efforts. This partnership aligns Immotion's edutainment content with real-world conservation action, reinforcing its mission-driven positioning.
• Marine Megafauna FoundationcoreStrategic or Co-development PartnerImmotion's VR film 'Flight of the Mantas' is used as an immersive educational tool by the Marine Megafauna Foundation to engage schoolchildren, particularly those who wouldn't otherwise have access to such experiences. The film follows marine conservationists working to protect manta rays.
• Association of Zoos and Aquariums (AZA)coreStrategic or Co-development PartnerImmotion is a member of AZA, the leading organization for zoos and aquariums. The company presented 'Dolphins of the Reef' at the AZA Mid-Year Meeting in Palm Springs (March 2025) and was featured on NBC at the meeting.
• World Association of Zoos and Aquariums (WAZA)coreStrategic or Co-development PartnerImmotion maintains membership in WAZA, the global association representing the zoo and aquarium community.
• IAAPAcoreStrategic or Co-development PartnerImmotion is a member of IAAPA, the global association for the attractions industry.
• New European Zoo Association (NEWEAZA)coreStrategic or Co-development PartnerImmotion maintains membership in NEWEAZA, the European zoo association.
• Australasian Society of Zoo and Aquarium Professionals (ASPAC)coreStrategic or Co-development PartnerImmotion maintains membership in ASPAC, serving the Australasian zoo and aquarium community.
• Association of Science and Technology Centers (ASTC)coreStrategic or Co-development PartnerImmotion is a member of ASTC, the organization representing science museums and science centers globally.
• European Network of Science Centres (ecsite)coreStrategic or Co-development PartnerImmotion maintains membership in ecsite, the European network for science centres and museums.
• Association of Children's Museums (ACM)coreStrategic or Co-development PartnerImmotion is a member of ACM, serving the children's museum community.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sandbox VR: Hong Kong-headquartered location-based VR experience operator with global venues offering motion-tracked, multiplayer VR content. Comparable to Immotion in the location-based VR business model, though Sandbox focuses on social/group entertainment rather than scientific edutainment.
• Dreamscape Immersive: US-based location-based VR entertainment operator deploying multi-user immersive VR experiences in retail-entertainment venues. Directly comparable to Immotion in combining VR content with motion/physical effects, but focused on mall/retail rather than institutional edutainment channels.
• Cosm: US-based immersive entertainment and shared-reality venue operator (formerly Salt) operating large-format dome and CX display venues for sports, science, and entertainment. Directly comparable to Immotion as an operator of immersive, place-based VR/visual experiences.
• Zero Latency: Australia-based free-roam, multi-player VR experience operator with a global franchise network of venues. Comparable as a B2B and franchise-style location-based VR provider, though typically targeting entertainment centers rather than zoos/aquariums.

Emerging players

• Positron: US company developing motion VR chairs and immersive cinema experiences for theatrical and out-of-home entertainment venues. Comparable to Immotion in combining motion-seated hardware with cinematic VR content, though focused on commercial theater channels.
• Meow Wolf: US-based immersive art and entertainment company operating large-scale, walk-through interactive installations. Comparable to Immotion in monetizing immersive, story-driven experiences through permanent venue installations, but using physical sets rather than VR hardware.
• Frontgrid (ParadropVR): UK-based provider of motion-platform VR experiences (ParadropVR) for FECs, trampoline parks, and family entertainment centers. Comparable to Immotion in combining motion bases with VR content for the out-of-home entertainment market, though focused on FEC channels rather than zoos/aquariums.

Broad incumbents

• ILMxLAB / Lucasfilm Immersive: Disney-owned immersive entertainment studio producing location-based VR/AR experiences (e.g., Star Wars: Secrets of the Empire with The VOID). Comparable to Immotion in deploying story-driven immersive VR content, though with significantly larger production budgets and IP backing.
• Two Bit Circus: US-based location-based entertainment operator combining VR, AR, and interactive games in micro-amusement parks. Comparable to Immotion as a multi-format immersive entertainment venue operator with shared B2B and consumer experience DNA.

Regional players

• National Geographic Encounter: National Geographic's NYC-based immersive edutainment attraction delivering projection-based wildlife and nature experiences. Comparable to Immotion in mission-driven wildlife edutainment, though operating as a single consumer-facing venue rather than a B2B platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/immotion_co

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 Immotion Group plc