That’s a bit of a knock on the home VR market, where Cooney explains that immersion is constrained by, well, the size of your living room and all the furniture and everything else that gets in the player’s way. To do VR right, he’s saying, you’ve got to go big. Which explains why his company is on something of a tear at the moment, with six of Zero Latency’s gaming spaces open across four continents right now and three more opening in the next six weeks. And there are plenty more to come, with the company having a total of 24 open by the end of 2017. One of the newest is a VR attraction powered by Zero Latency that was set to open on Memorial Day at Octane Raceway, a family entertainment center in Scottsdale, Ariz. Other Zero Latency spaces on the way include a VR space in Boston set to open in July, with venues already open in Tokyo, Madrid and Orlando, among other destinations. As far as business models go, this one is pretty simple. All that’s needed by Zero Latency — the origin of which dates back to the founders’ fascination with the idea of using a custom tracking system to play VR games in a big, empty warehouse-like space – is a room with basically nothing in it. (Other than the dozens of cameras tracking players’ movements, but you get the idea). The company already has rigs for players to use — which include an Alienware gaming computer and a custom backpack — and gaming content that Zero Latency has developed in-house. Six players at a time can play any one of three games, from a zombie fort defense-style game to a puzzle game that bends gravity. And what those players get, in return, is as much as a 30-45 minute experience that Cooney insists eventually makes you completely forget you’re inside a virtual world.