Zero Latency HQ - Focus Area Strategy Update

As part of the Focus Areas Strategy Update Tim recently shared (see copy below), Marketing is moving into a new phase - delivering a sharper campaign calendar, stronger assets, and smarter support for the network.

In practice, this means that Marketing-specific tickets will now be handled by the Client Services team via Zendesk, per this updated structure:

• Ask marketing-related questions via your Client Services ticket and the team will guide you to the relevant articles and assets, or facilitate an answer from the marketing team

• Venues will continue to access ready-to-use campaign materials and templates in our expanding Brandfolder library

• However bespoke assets will no longer be a supported Zendesk request

This shift frees Marketing to focus on delivering high-impact seasonal campaigns and experience launches at scale - all with fresh, flexible assets venues to use.

Driving growth across the ZL network

Since its inception, Zero Latency has been driven to better understand and support the needs of our operators to help them reach more players more effectively, and respond to the rapidly evolving market around us.

The past two years in particular have given us valuable insights and helped us refine a model that addresses the key needs of both our licensees and players while ensuring we put our resources in the most impactful areas.

As we move into the second half of 2025, we’re sharpening our strategy and our support model to focus on what we believe will help grow our player base and generate more revenue across the network.

Our Focus Areas

1) Content Development

• Delivering more experiences, more often, to reach a wider audience and drive growth. We are operating 2 content development streams with the aim of shipping 2 releases every 18 months.

2) Marketing

• A refined marketing calendar and regular campaign assets, built from two years of data and learnings, to ensure stronger launches and alignment with global moments.

3) Consumer

• Increased player research and testing to shape development.
• Securing high-impact IP partnerships.
• A transparent 2-3 year content roadmap for improved planning.

4) Technology

• Continued investment in experience tech to ensure we stay the global leader in free-roam immersive entertainment and can continue to support our operators.

5) Venue Support

• A leaner, smarter model focused on delivering support at scale, enabling HQ to allocate resources where they have the greatest impact.

6) Revenue Growth

• Strategies to boost revenue across the customer journey — from booking engine improvements to upsell opportunities and automated engagement campaigns.

What This Means for You

To make this a reality, you’ll see changes in HQ’s support across the following areas:

Marketing and Commercial 

Core Focus: Building global brand awareness to drive ticket sales performance and commercial success for your investment.

• Marketing Calendar: A 6–12 month forward-looking calendar aligned with the content roadmap, providing you with ready-to-use assets for launches. Assets will be provided in English, with files structured for easy translation into local languages by operators to ensure the messaging resonates with local nuances..
• Global Brand Awareness: Strengthened activity across HQ owned platforms, website, PR, social, and Braze platform to increase reach, elevate the customer experience, and improve conversion, driving revenue globally. 
• Digital Marketing Program (DMP): Continued expansion of HQ-managed paid digital marketing services, available on a paid model for venues.
• Local Marketing Support: Access to vetted global agency partners who can support your local campaigns with tailored services, if you need more hands-on or localized help.
• ZL Community Support: A move to a broad support model providing on-demand content sharing and group sessions, and away from one-to-one support. This will enable broader knowledge sharing, community building, and scalability.

Over the last 2 years in particular, we have experimented with 1-1 operator work to improve their business practices and taken on bespoke marketing and asset creation for operators. We will no longer be doing this, in favour of the initiatives outlined above.

We believe that a greater focus on working as a team, both HQ and operators, to deliver on regular scheduled beats such as major holidays, discounting events like Black Friday, and major content releases, will get everyone the best results while ensuring the cost and resourcing remain manageable for HQ. 

This model ensures we are doubling down on the areas that deliver the most value to you: content, marketing, consumer insight, technology, and revenue growth, while providing the tools and transparency you need to thrive locally.

Thanks,

Tim Ruse

CEO, Zero Latency VR