The strategic pivot follows research across five international markets, including the U.S., France, and Australia, involving 2,386 respondents. Data indicates that the 35–44 age group now constitutes the largest segment of visitors, many of whom grew up with the original Jumanji film franchise and now seek shared entertainment experiences with their children. Nearly 63% of customers express interest in booking location-based VR specifically for family outings, a marked departure from the brand's earlier reputation as a niche space for young adults.

Technologically, the upcoming Jumanji title marks a departure from traditional hardware. By removing controllers and buttons, Zero Latency VR aims to lower the barrier to entry for casual players. Users interact with the environment using only their hands, a design choice intended to make the experience intuitive for families who may lack extensive gaming backgrounds. CEO Tim Ruse noted that the shift reflects a broader consumer desire for social, active entertainment that moves beyond the novelty phase of VR.