A VR arena in a mall is a free-roam virtual reality venue where groups of 8 to 12 or more people play together in one hall, usually booked ahead for birthdays, friend outings and corporate events. For a mall, that means planned visits by whole groups. Many Metaforce VR Arena venues already operate in shopping malls, including MEGA Khimki, MEGA Belaya Dacha, Fan Fan and Greenwich.
Why put a VR arena in a mall?
Shopping centers are looking for reasons for people to come in person, and entertainment is one of the most common answers. Among mall entertainment ideas, a free-roam VR arena has a specific profile:
- It brings groups, not single shoppers. A birthday party or a team event arrives as one booking: kids with parents, a group of friends, a department from one company.
- Visits are planned. Parties and corporate events are booked in advance, so the arena draws people who came to the mall for it, not only passers-by.
- It fits next to the food court and cinema. Groups eat before or after playing, and families combine the visit with shopping. Whether that translates into measurable extra spend in a particular mall depends on the mall; we don't publish figures for it.
- It works when the weather doesn't. Indoor entertainment doesn't depend on season or rain.
- It gives guests a reason to come back. New Metaforce maps or games arrive every 6 months, so regulars have something new to play.
These are general reasons, not guarantees. How much an arena adds to a mall's traffic depends on the mall, its audience and how the arena is run.
Is a VR arena an anchor tenant?
Honestly, not by size. A typical Metaforce arena occupies 150–250 m², far less than a cinema or a hypermarket. It works best as a destination tenant inside an entertainment cluster: next to the cinema, the food court or kids' zones, where it adds a group activity the mall didn't have.
That said, in the conversation about anchor tenant entertainment, the arena plays a similar role on a smaller scale: people plan a trip to the mall because of it.
What does a VR arena need from a mall?
| Parameter | Requirement |
|---|---|
| Play area | 50–300 m² |
| Total premises | 100–700 m² |
| Optimal format | 150–250 m² total with a 100–150 m² play area |
| Power | 10–15 kW |
| Floor | Level |
| Ceiling height | From 2.5 m |
Floor level matters less than people think. Metaforce arenas work on very different floors: the lower ground floor of Arteria in Ufa, the ground floor of MEGA in Aksay, the second floor of MEGA Khimki near the central entrance, the third floor of Greenwich and the fourth floor of Fan Fan in Yekaterinburg. What decides is foot traffic and how easy the arena is to find.
The shape of the unit matters less too. Metaforce rebuilds its maps around the exact layout of each venue, so columns or an irregular plan don't automatically rule a unit out. Design details are in our VR arena design guide.
Points to agree with the mall before signing:
- Location in the mall. Near the cinema, food court or kids' zones works well. If the unit is on an upper floor or out of the way, agree on signage and wayfinding.
- Noise. Players run and shout. Quiet neighbors may object; an entertainment zone is a natural fit.
- Opening hours. Evenings and weekends carry the business. Metaforce arenas in malls usually open from 10:00 to 22:00, and some stay open until 23:00.
- Renovation. Who brings the floor and power up to spec, and what needs the mall's approval.
- Rent-free period. Renovation and setup take time with no revenue; a fit-out period is a normal topic for negotiation.
Which malls already have Metaforce arenas?
Many of our arenas operate in shopping malls, in large regional centers and city malls alike:
| City | Mall |
|---|---|
| Khimki (Moscow region) | MEGA Khimki |
| Kotelniki (Moscow region) | MEGA Belaya Dacha |
| Moscow | Kalita, Stolitsa |
| Domodedovo (Moscow region) | Torgovy Kvartal |
| Yekaterinburg | Fan Fan, Greenwich |
| Tyumen | Goodwin |
| Ufa | Arteria |
| Rostov-on-Don | Manufaktura |
| Aksay | MEGA Aksay |
| Vladimir | Kreiser |
The network also includes an arena in the Europolis mall.
Not every arena is in a mall: some, for example in Tyumen and Perm, operate in standalone premises. A mall is a common choice, not the only one.
Across the network, Metaforce games run in about 30 arenas in 4 countries (Russia, Kazakhstan, Israel and Slovakia), in cities from 20,000 residents.
What mall entertainment activities can a VR arena run?
A VR arena is not one activity but several products, which helps fill both weekdays and weekends:
- Hourly play for walk-in groups and families.
- Whole-arena rental for private groups.
- Birthday party packages, the core weekend business.
- Corporate events and team building, often on weekday evenings.
- Gift certificates, valid for 12 months and sold online (with the franchise package).
Games cover different audiences: team shooters for teenagers, adults and companies (7+), and Mini Games for younger children and families (6+). That range makes the arena a fit for a mall's family audience as well as for young adults. The arena can also take part in the mall's own events and promotions, which is worth discussing with the marketing team. More mall activity ideas built around groups are on our VR arcade business page.
How can a mall work with Metaforce?
There are two ways:
- The mall, or a company connected to it, opens the arena itself. The operator takes a Metaforce subscription and runs the arena as its own business. The subscription costs $4,990 for 6 months, $7,990 for 12 months or $14,990 for 24 months, then $799 per month (taxes included), with no franchise fee, no royalty and no revenue share. Equipment and renovation are paid by the operator. Details are on the franchise cost page.
- The mall leases a unit to an arena operator. We receive rental offers for venues in different cities and can share them with partners looking for a site. If you are a leasing manager with a suitable unit, send us the floor plan and the terms.
In both cases, Metaforce adapts the game maps to the unit, trains the staff and provides launch support and a knowledge base. With the franchise package, the operator also gets a website, the network CRM and a marketing kit.
Apply now and tell us about your mall and the unit you have in mind.
FAQ
How much space does a VR arena need in a mall?
A total of 100–700 m² with a play area of 50–300 m². The optimal format is 150–250 m² in total with a 100–150 m² play area, plus 10–15 kW of power, a level floor and ceilings from 2.5 m.
Which floor is best for a VR arena in a mall?
Foot traffic and visibility matter more than the floor number. Metaforce arenas work on floors from lower ground to the fourth.
Is a VR arena noisy for neighboring tenants?
Players are active and can be loud, so the arena fits best near the food court, cinema or kids' zones rather than quiet stores.
Can a mall open a Metaforce arena itself?
Yes. Any operator can take a Metaforce subscription and run the arena as its own business, with no franchise fee and no royalty.
We have a vacant unit. Can Metaforce find a tenant for it?
We receive rental offers from different cities and can share suitable ones with our partners. Send us the floor plan and terms through the application form.
Do Metaforce arenas only operate in malls?
No. Many are in malls, but some run in standalone premises.