Retail

Global nonprofit LEXRA launches to grow out-of-home XR industry

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May 28, 2025

A new global nonprofit, the Location-based Entertainment XR Association, has launched, aiming to foster collaboration, establish standards and promote growth within the out-of-home extended reality industry.

The association will serve a diverse range of stakeholders, including operators of arcades and family entertainment centers, museums, attractions and touring exhibits, as well as XR creators, suppliers and investors, according to a press release

LEXRA was founded by Bob Cooney, a recognized figure in location-based XR, to address the issue of fragmentation within the rapidly expanding sector. The organization intends to provide a unified platform for an industry that encompasses virtual reality, augmented reality, and mixed reality experiences in physical locations.

Membership in LEXRA offers benefits such as a voice in setting industry standards, curated networking opportunities, collective buying power, access to research and insights, brand visibility, and a peer-to-peer online community. A limited number of 12 founding memberships will also grant permanent board seats.

"LEXRA isn't just another association — it's a platform for getting real work done," Cooney, executive director, said in the release. "We're here to bring the ecosystem together, create meaningful standards, and give every serious player a seat at the table."

The association emphasizes a governance model designed to ensure broad representation and prevent dominance by any single member or role, focusing on transparency, partnership and collective growth. LEXRA is open to applications from operators, content creators, hardware manufacturers, suppliers, investors and consultants involved in the out-of-home XR space.