AND thVRsday
In his weekly column, Android Central Senior Content Producer Nick Sutrich delves into all things VR, from new hardware to new games, upcoming technologies, and so much more.
When Mark Zuckerberg’s Facebook bought Oculus back in 2014, the company billed VR as “a strong candidate to emerge as the next social and communications platform.” Seven years later, in 2021, Facebook rebranded to Meta in an effort to become the de facto metaverse leader.
In the five years since then, a lot has changed at Meta, but one thing is clear: the original vision of VR as the next social and communications platform is becoming a reality, even if the path to get there looks very different from what was expected.
Instead of an all-encompassing capital-M Metaverse controlled by a single company (à la “Ready Player One”), a swath of free-to-play games from small indie developers has taken root, serving as social hubs for millions of Meta Quest gamers every month. Gorilla Tag began the movement in February 2021, and no one at the time had any idea how it would fundamentally transform VR in just a few short years.
“When we started our studio, we were building the wrong games,” said Spencer Cook, CEO of Continuum, the studio behind the uber-popular Ug VR. The line came from a 2026 GDC panel where the studio helped explain what made Ug VR the success it has become and how VR is different from what seemingly everyone thought.
It’s a powerful example of how each medium has its own draws, and how the same kinds of games that work on a TV-mounted console don’t work on a head-mounted VR system.
Social first is how you win
For years, Meta and many VR-first developers chased the idea of creating the next Grand Theft Auto, Mario, Uncharted, or Halo. Meta poured billions into gaming development, creating genuinely phenomenal titles worthy of 5-star reviews. It stacked up big names like Batman: Arkham Shadow, Marvel’s Deadpool, The Walking Dead, Assassin’s Creed Nexus, and so many more, creating a powerful library of games any gamer should have been jealous of.
But it didn’t work, and no one really understands why. Instead, VR gamers by the millions are coming back day after day to play social-first games that are (by developers’ own admissions) simple experiences without “polished mechanics” or “clever gameplay ideas”. It would sound damning if it didn’t work so well.
Ironically, all of the biggest VR games these days follow the advice Andrew Eiche laid out when I interviewed him a few years ago. Eiche is the CEO of Owlchemy Games, creator of VR classics like Job Simulator and Vacation Simulator, and those games all follow the idea of letting you roleplay without letting exposition get in the way. In other words, you’re not playing in the shoes of Cal Kestis or Kay Vess to save the galaxy; you’re playing in your own shoes and a character of your own creation.
In addition, the most successful VR games in 2026 are almost exclusively designed to enable players to create and share content on the world’s most popular social media platforms. From YouTube Shorts to TikTok, these games’ videos amass millions of views and have created real success for the people playing them and having fun making content. It’s an endless wheel of fun and success, and it keeps giving birth to more games like it.
For a few years, anything that looked or moved like Gorilla Tag was hastily referred to as a Gorilla Tag clone, but players have learned that this label is simply incorrect. Titles like Yeeps, Scary Baboon, Wizherd, Digi Gods, and Ug VR all share similar movement mechanics to Gorilla Tag, but there’s often a special gameplay hook that separates these titles from the rest of the pack.
Last week, I spoke with Kyle Joyce, CEO of Enver Studios and creator of Scary Baboon, one of the most popular social VR games today. As you might expect from the name, this one uses familiar Gorilla Tag mechanics and the popular PS1-era art style, but blends it with horror-lite mechanics that fans of Five Nights at Freddy’s and Poppy Playtime simply love.
Watch On
The studio has expanded Scary Baboon recently with new co-op experiences that let players work together to solve problems, fight monsters, and explore the world. The key here is that players aren’t fighting each other; they’re working together to survive, and it’s this concept that has also spawned the “friendslop” genre.
To date, seven million people have installed Scary Baboon (that’s unique players, not installs), and Joyce told me the retention rate is impressively high. This tracks with the Ug VR GDC video I linked earlier, where Spencer Cook outlined a 70% retention rate among the game’s audience. Scary Baboon’s latest update lets players fight back against the monsters regularly haunting the halls. Still, players have to be smart about weapon usage because monsters can become enraged and invincible for a while if hit too much.
Scary Baboon’s latest updates have been so popular that the company has been able to ink a deal with “a large, legacy IP” that’ll debut in an update this July. Joyce says their numbers have consistently been up in recent months, owing to the success of both the latest updates and the shift from “frustrating PvP” to a friendlier co-op PvE experience.
“Our audience would rather play with their friends than against them,” Joyce told me. I can relate to this, as I find myself gravitating toward non-PvP experiences more and more. This is especially the case with free-to-play titles like Scary Baboon or Animal Company, both of which I regularly play with my son and have regular content updates to explore.
Joyce says his studio has been focusing on community feedback and letting players drive the game’s future, while also acknowledging that they can’t please everyone. Joyce said this focus is why he started creating content for the game and participates in community events, helping other players feel involved in the game’s creation.
Unsurprisingly, Ug VR’s creators say “our success comes from knowing what entertains our players and from engaging with the community.” It’s a very different model from what has made games successful in the past, particularly because of the speed and voracity at which the community consumes and shares content.
It’s taken a solid decade of learning and growing, but it’s become clear that VR games do best when socializing or role-playing are the core experience. Given the impressive rate of growth of these types of games along with the stagnation of more traditional games, it’s clear that VR’s success will look different from what many initially thought, but players who embrace this change will find a unique, engaging experience that’s truly different from what’s available on any other video game medium.
