Music & Games
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August 13, 2025
The Location-Based Entertainment Extended Reality Association has announced its first three founding board members, each bringing diverse expertise to the organization.
The inaugural board members are Alex Rossol, CEO of vrCave; Jim Wyatt, president of Rilix; and Bryan Nay, founder and CEO of Heroes VR, according to a press release.
LEXRA is an association dedicated to supporting and advancing the location-based XR industry. The board members will help guide the association’s strategic direction, with a focus on improving quality standards, fostering collaboration and helping operators navigate growth in the immersive entertainment sector. The organization is currently finalizing additional appointments to ensure broad representation across the XR ecosystem.
«To accelerate growth in location-based XR, we must overcome past consumer hesitation caused by early, low-quality VR experiences,» Alex Rossol, CEO of vrCave, said in the release. «By elevating quality standards and demonstrating the true value of exceptional immersive experiences, we can drive broader adoption.»