Sandbox VR UK & Ireland chief executive Andy Scanlon talks up the future of immersive entertainment
Virtual reality has transitioned from a niche interest to a mainstream form of entertainment, and Sandbox VR is at the forefront of this transformation. The company, co-founded by UK and Ireland chief executive Andy Scanlon, offers fully immersive experiences, allowing users to step into virtual worlds based on popular TV shows like Squid Game, as well as original games created by the company itself. I had the chance to explore one of Sandbox’s thrilling games and sit down with Scanlon to discuss the growing VR market and the future of immersive entertainment.
The rise of immersive entertainment
Sandbox VR’s experiences are more than just games; they are full-body adventures that transport players to alternate realities. The company uses advanced VR technology, including motion vests that simulate in-game sensations, to enhance realism. Whether stepping into Squid Game or exploring original content, Sandbox VR provides an experience beyond what conventional media offers.
“We’re in an experience economy now, where people value immersive, shared experiences over physical goods,” Scanlon said. He attributes this shift to the rise of social media, where users constantly seek unique activities to share. Sandbox VR positions itself at the forefront by continuously updating its content to meet growing demand.
With VR, socialising has evolved into a competitive, interactive experience. “Whether it’s collaborating with friends to solve a problem or competing in an action-packed game, VR offers a social dynamic that’s unparalleled,” Scanlon said. Sandbox VR’s success is rooted in its constant innovation and expanding content library. “We invest heavily in new content because players want fresh experiences,” he explained, ensuring customers return for more.
One of Sandbox VR’s most notable moves has been its collaboration with Netflix, which has enabled the company to bring massive established intellectual properties (IP) like Squid Game and Rebel Moon into the VR space. “Partnering with a brand like Netflix gives us the opportunity to bring new audiences into the VR ecosystem,” Scanlon said. However, he also emphasised that the company’s strength lies in its ability to develop original content. “The foundation of Sandbox is our ability to create unique experiences from scratch, but external partnerships help introduce us to new players.”
This balance between internal and external intellectual property is key to Sandbox’s content strategy, allowing it to attract both existing fans of major franchises and VR enthusiasts seeking fresh experiences.
Localisation and education
As Sandbox VR expands globally, Scanlon highlighted the importance of localizing content to fit regional interests. In the UK, for example, there is increasing demand for VR experiences that tap into local culture. “The more Sandbox grows, the more we see localised content becoming essential,” Scanlon noted.
Sandbox is also exploring new opportunities in the education sector. Recently, the company announced plans to create educational VR experiences for schools. These experiences would aim to immerse students in subjects such as history, science, and literature, offering an innovative approach to learning. “It’s an exciting space,” Scanlon said. “We’re looking to bring the same immersive quality to education that we’ve brought to entertainment.”
Sandbox VR’s future is bright, with growing demand for immersive experiences. Scanlon believes that constant innovation and high-quality content will keep the company at the forefront of the VR industry. As the VR landscape evolves, Sandbox is well-positioned to shape how we engage with entertainment and beyond.
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