Advisory Panels

XR LBE Advisory Group 

Bringing a new level of immersion to the masses.

Scaling LBE Locations to New Heights

The XR LBE Advisory Group consists of a number of industry experts working to create state-of-the-art destinations for incredible virtual reality experiences.  

The core remit of this panel is to bring a new level of immersion to the masses by implementing them into theme parks, cinemas, attractions, museums, and more. Publicly shared and distributed best practices and guidelines will encourage the implementation of XR into attractions, deconstructing barriers and changing perceptions.

Our Group Members

John Lilley   CEO, Meetspace VR

Advisory Group Chair

John is the Founder and CEO of Real VR Limited, and Meetspace VR. Real VR act as Operator, Partner and Distributor of interactive and immersive VR / AR experiences for the Out of Home Entertainment market. Demonstrating that Immersive entertainment is the new anchor in retail and event strategy. Meetspace has 3 locations in the UK and is the UK partner for Zero Latency experiences.

Elsewhere he has founded Junior Game Creators, a family of fun, educational clubs and workshops with inbuilt social impact. Designed to kickstart and develop an interest in computer science through video games.

John’s goal for the Chairing of the AIXR Advisory Group is to shine a light on the amazing technologies, people and projects involved in this exciting and evolving space.

Aaron Pulkka   Designer, Producer and Consultant

Advisory Group Vice Chair

Aaron is a creative producer of interactive immersive attractions with 20+ years of experience, including roles at Walt Disney Imagineering, Sony, Activision, Two Bit Circus, and Madison Square Garden Entertainment.

He began working on XR in the early 1990s at the University of Washington Human Interface Technology Laboratory (HITLab), where he earned a master’s degree in Computer Science & Engineering before starting his professional career at the Walt Disney Imagineering VR Studio as a Show Designer creating attractions for DisneyQuest.

Since then Aaron has worked on a wide variety of mass-appeal projects for the home and out-of-home entertainment markets for companies large and small, including start-ups he co-founded in China and the USA where he produced numerous mobile games and award winning spatially-aware apps for Google Tango and Microsoft HoloLens.

He is also a Featured Collaborator for the Spatial Activations consulting agency, Advisor to Coin Crew Games, and a passionate speaker on the topics of VR/AR/XR, location-based entertainment, globally distributed development, and interactive storytelling.

Marina Roi-Sans-Sac   Head of Immersive Division, Illogika 

Marina obtained her master’s degree in audiovisual production and digital marketing from the ECITV school in Paris in 2013.

After professional experiences in the television and advertising industry, Marina joined iLLOGIKA in 2016 as a producer, aiming to develop the immersive experiences market supported by the studio’s expertise in gamification through its origins in video game production.

Her professional expertise, along with her ability to build solid business relationships with her clients and team, allow her to be particularly effective when it comes to overcoming challenges and keeping the objectives in sight. She was promoted to lead the immersive division in 2018.

Marina is passionate about new technologies and strongly believes they should be more accessible to everyone. She is above all driven by the desire to amaze and evoke emotion, to bring magic and wonder to participants in both immersive worlds and location based experiences.

Cyril Voiron Executive Producer, Ubisoft Blue Byte

Cyril possesses 20+ years experience in international video game development and publishing – from retail box products to F2P online, mobile games to LBVR, bringing a strong team management know-how, marketing knowledge, expertise in business models & forecasting and an extensive experience in product development and live operations.

Ubisoft Escape Games are creating outstanding escape games in VR, set in the Ubisoft gaming worlds we all know and love. These include Escape the Lost Pyramid & Beyond Medusa’s Gate set in the Assasins Creed universe as well as Prince of Persia: The Dagger Of Time.


Doug Griffin Venture Partner, DART Labs

Technology executive experienced in strategy, product, business development, M&A, and product development. Hands-on experience product managing location based virtual reality, wearable devices, gesture systems, spatial computing, motion tracking software/hardware, mobile user analytics, avatar systems, and other spatial computing / media & entertainment products. Particular passion in bringing next-generation experiences to consumers.

Over the past 20 years Doug has pioneered efforts in Virtual Reality, Animated Film, Console and Mobile Gaming, and Visual Effects. During this time he has been a founder building studios from the ground up, an early employee driving product and company strategy, and an executive improving processes at publicly traded tech companies.

Wafae Biyaye  Co-founder, DreamAway

Wafae is passionate about new technologies that can change our lives.

In the past, she has introduced disruptive technology to tens of thousands of people in the smartgrid sector.

She is now co-founder of DreamAway, a LBVR chain with a triple focus: entertainment, culture and training. She is responsible for operations and technical relationships with game studios.


Filip Renaerts BD, VR Base / Co-Founder Spectr

Filip is responsible for Business Development at VR Base. A location based entertainment venue based in Belgium. He is also the Co Founder of Spectr, an enterprise focused division of VR Base.

VR Base is an interactive experience in a virtual world where you can move around completely free. Every step, every movement will merge into a virtual setting so that you can fully live the experience. Thanks to the quality, the high resolution and the realistic representation of our worlds, you play the leading role in your own action movie

Aleko Lilly  Head of Business Development, Birdly / Somniacs

Aleko Lilly is Head of Business Development at XR start-up SOMNIACS in Zurich, Switzerland where he is responsible for building the revenue side of the organization.

Prior to joining SOMNIACS in early 2020, he worked in business development and sales leadership in Seattle, USA, most recently with Zillow Group. Aleko has twelve years of experience as a sales and team leader in both small and large businesses. He holds a bachelor’s degree in philosophy from Linfield College in Oregon, USA and an MBA in entrepreneurship from Seattle University Albers School of Business and Economics in Seattle, USA.

Join an advisory panel and have your voice heard within the immersive industry.

IT’s time to make an impact

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