日本XRセンター

日本XRセンター (株式会社日本XRセンター) plans, develops and operates XR content and venues. It is the Japan subsidiary of US-based Potlatch, Inc. (San Francisco, California), whose CEO is 小林大河 (Taiga Kobayashi); the group states a mission of promoting XR implementation at best value and operates from Japan, India and San Francisco. Business lines cover XR attractions (planning, development and operation of immersive experiences for theme parks and commercial facilities), XR/AI content development for corporate and educational training, operation of its own XR experience venues, and licensing of its original XR content with deployment and operating support.

The company's stated technical focus is mixed reality built on the Meta Quest 3 headset, combining real-world passthrough imagery with virtual content, alongside VR, AR, 360-degree and sensor-linked technologies. It developed the permanent MR attraction "XRミッション バトルワールド2045" at Tokyo Dome City (opened November 2024), described as the first permanent Quest 3-based multiplayer MR shooting attraction, and the MR attraction "SAMURAI: XR 蒼天綺譚 ～厄災から国土を護れ～" for NTT Data's healthcare co-creation lab at the Expo 2025 Osaka-Kansai Future Life Experience pavilion. On the training side it supplies the "ビートレ" VR training service, positioned as customizable, lower-cost training addressing shortages of instructors and usable via WebGL on PCs and mobile devices as well as headsets; a deployment at Japan Airlines was presented at an MLIT airport technology forum.

In August 2025 the company opened its first directly operated VR/MR attraction venue on the first floor of Nakano Broadway in Tokyo, launching with the original MR zombie shooter "Zombie Storm" (about 15 minutes, up to six players, vibration suits and gun controllers, 6m x 4m play area, planned pricing of ¥2,000 on weekdays and ¥2,500 on weekends). Later company news items describe additional titles and formats, including haptics integration in the attraction "マジックガーディアンズ", a walkable Gaudí/Sagrada Família museum experience in Nakano and Fukuoka, a collaboration ticket for "かいじゅうのすみかVR" at Canal City Hakata, and a revenue-share model for co-developing original XR attractions for large amusement parks and theme parks with no upfront cost to the operator.

Founding story

小林大河 joined Nihon M&A Center in 2015, left in March 2020, and founded the company in Silicon Valley in November 2020 with the aim of building a very large global company. After encountering a Quest 2 headset at a friend's home in Silicon Valley and meeting Rams, who leads the India team, the business focused on VR attractions and VR training following two pivots.

Business model

The company combines B2B contract work with owned-venue operations and licensing. It plans, develops and operates XR attractions for theme parks, commercial facilities and corporate clients; builds XR/AI training content for enterprises and education; runs its own XR experience venues charging per-experience admission (¥2,000 weekday / ¥2,500 weekend for Zombie Storm); and licenses its original XR content to third parties with installation and operating support. It also supports Tokyo Dome Corporation's external sales of the XR Mission attraction, and has announced a revenue-share model offering large parks fully original XR attractions with zero initial cost.

Revenue comes from development fees for client XR attractions and VR training projects, admission revenue at directly operated venues, licensing of original XR content, and revenue sharing on attractions deployed at third-party parks. Reported revenue was ¥50 million in the fiscal year ended September 2024, with management projecting over 150% growth in FY2025 and targeting a threefold increase the following year on the back of venue rollout.

Traction

The Tokyo Dome City XR Mission attraction, which opened in November 2024, drew 40,000 visitors in six months with weekend waits of about 80 minutes, and won the top VR prize at AWE Asia. The company developed an MR attraction for NTT Data at Expo 2025 Osaka-Kansai and supported Tokyo Dome Corporation's first external sales of XR Mission, resulting in two limited-term installations. Its ビートレ VR training was adopted by Japan Airlines and featured at an MLIT airport technology forum, and won an excellence award and SDGs award at the ビジコンなかの2024 business plan contest run by Seibu Shinkin Bank in March 2025. Revenue reached ¥50 million in FY ended September 2024. Its first directly operated venue opened at Nakano Broadway in August 2025, with a crowdfunding campaign that raised ¥1,189,345 from 80 backers at the time of reporting.

Latest developments

Following the June 2025 round, the company opened its first directly operated venue at Nakano Broadway in August 2025 with Zombie Storm, and said a second domestic store was set for opening within the year. Company news lists a July 2025 Gaudí/Sagrada Família walkable museum experience launching 24 July in Nakano and Fukuoka, a collaboration ticket between かいじゅうのすみかVR and ウルトラセブン THE ATTRACTION at Canal City Hakata, the addition of TactSleeve arm haptics to the attraction マジックガーディアンズ, and the launch of a revenue-share model for co-developing original XR attractions for large amusement parks and theme parks with no initial cost. Management targets 12 stores by 2027 and has stated a longer-term goal of 100 locations.