LEXRA Launches: A New Nonprofit Unites Leaders to Advance Location-Based VR, AR & MR

Las Vegas, NV — May 26, 2025 — LEXRA, the Location-based Entertainment XR Association, officially launches today as the first global nonprofit dedicated to accelerating collaboration, standards, and growth across the out-of-home XR industry. LEXRA brings together operators, creators, suppliers, and investors working in location-based virtual reality (VR), augmented reality (AR), and mixed reality (MR)—from arcades and FECs to museums, attractions, and touring exhibits.

A Purpose-Built Solution to Industry Challenges

LEXRA was founded by Bob Cooney, a recognized pioneer in location-based XR, to address a persistent industry challenge: fragmentation. As XR-powered experiences expand into new venues and forms of storytelling, the need for a unified, member-driven association has never been greater.

“LEXRA isn’t just another association—it’s a platform for getting real work done,” said Bob Cooney, Executive Director. “We’re here to bring the ecosystem together, create meaningful standards, and give every serious player a seat at the table.”

LEXRA Membership: What Members Get

  • A Voice in Setting Standards: Participate in developing industry guidelines and best practices for location-based XR.

  • Curated Networking & Collaboration: Connect with operators, suppliers, content studios, and innovators across the global LBE XR landscape through member events, working groups, and strategic retreats.

  • Collective Buying Power: Access exclusive discounts and group rates on hardware, software, and services.

  • Actionable Research & Insights: Contribute to and benefit from member-driven research, benchmarking, and exclusive market data.

  • Brand Visibility: Gain exposure through The VR Collective—now LEXRA’s official media platform—and at the VR Arcade & Attraction Summit, the association’s flagship annual event.

  • Peer-to-Peer Community: Collaborate 24/7 in the members-only Circle online community, with new opportunities for learning and knowledge sharing.

  • Founding Member Prestige: The founding cohort—limited to 12 companies—will be recognized with permanent board seats, top visibility, and direct influence on the association’s direction and priorities.

A Different Kind of Association

LEXRA’s governance model ensures that no single member or role dominates. Every founding company is selected for their commitment to transparency, partnership, and collective growth—not just their size or spend. Members drive standards, shape initiatives, and have a direct impact on the future of location-based XR.

Who Should Join?

LEXRA is open to operators, content creators, hardware manufacturers, suppliers, investors, and consultants building the future of out-of-home XR. Companies and leaders ready for collaboration, real influence, and measurable ROI are encouraged to apply.

Limited Founding Board Memberships — Apply Now

Founding membership is limited to 12 companies, each with a permanent board seat and ongoing global recognition. Early applicants will help shape LEXRA’s mission and the future of location-based XR worldwide.

Learn more or apply at: www.lexra.org

About LEXRA
LEXRA (Location-based Entertainment XR Association) is a nonprofit member association seeking tax-exempt status under IRS Code Section 501(c)(6). LEXRA advances global location-based VR, AR, and MR through research, standards, community-building, and education.

Media Contact:
Bob Cooney, Executive Director
[email protected]
+1 949-439-8643
www.lexra.org


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