adminA new VR game publisher is aiming to help independent studios navigate a difficult period for virtual reality while preparing for wider adoption of the medium. Founded by XR industry veteran Kevin Joyce, Evolution Publishing plans to support developers as they build games designed specifically for VR.
Image credit: Evolution Publishing
Kevin Joyce
Why Evolution Publishing is supporting VR studios
Joyce is CEO of AR/VR marketing specialist Tiny Brains and founded the VR Diversity Initiative. His previous roles include chief marketing officer at Rush VR and CEO and editor-in-chief of VR Focus.
Evolution Publishing’s stated goal is to help studios keep developing and improving VR software until the medium reaches a broader audience. The company’s launch comes amid industry uncertainty, including studio closures and layoffs at Meta. Reality Labs reported a $19.2 billion loss in 2025 and has accumulated $83.6 billion in losses over the past six years. VR specialist nDreams has also announced the closure of two studios and a significant reduction in staffing.
Joyce believes VR can still reach mainstream users, but says the industry needs a strong group of developers creating experiences that make meaningful use of the medium. For studios, a practical priority is to communicate what players can do in VR that is difficult to achieve on a screen.
What could help VR games reach more players?
Joyce identifies headset comfort and usability as persistent challenges. Console and PC players can often play while seated comfortably, while some VR headsets may feel heavy or warm and become uncomfortable after about an hour. Accessories such as head straps can also affect the experience.
He argues that VR games should be designed around the strengths of immersive play rather than simply reproducing phone or laptop experiences. Smaller, lighter headsets could also make VR easier for more people to use. For developers, clear onboarding, accessible movement options and attention to comfort can reduce friction for new players.
Joyce expects a major change in the VR business over the next 12 to 18 months. He anticipates fewer releases, with greater emphasis on development quality and execution. He also sees a shift from premium games priced at $25 or more toward titles under $15 and free-to-play games supported by in-app purchases, a model common in mobile gaming.
Publishers may respond by offering a mix of high-end games for core VR players and free-to-play titles aimed at younger audiences. This approach reflects the distinct audiences currently found in the VR market.
How Evolution Publishing works with developers
Rather than charging studios upfront, Evolution Publishing takes an agreed percentage of a game’s revenue. The terms are tailored to each studio. Joyce says the publisher does not take equity or ownership of a developer’s intellectual property, allowing studios to retain control of their businesses and future projects.
The publisher is interested in games that challenge familiar approaches to VR development. That could mean rethinking a genre for immersive play or making movement more accessible to help reduce simulation sickness. Joyce says the full experience matters, from a game’s first onboarding steps to its accessibility settings.
Evolution Publishing has three titles planned for 2026: Gamitronics Studio’s Darts VR2: Bullseye in the spring, Dead Boss Games’ Affected: The Asylum in the summer, and a third, unannounced game later in the year. Joyce hopes to grow the portfolio in 2027 and work with studios that have strong concepts but need help reaching players.
Meta’s mobile shift and the challenge of discovery
Meta’s plan to shift Horizon Worlds from VR toward mobile is one of the major challenges facing the sector in 2026. Joyce views the move as a change in focus rather than an abandonment of VR. Meta is stepping back from AAA VR content for now while putting more emphasis on Horizon Worlds as a mobile platform.
Separating Horizon Worlds from the Meta Quest Store could make it easier for independent games to stand out, Joyce suggests. Store visibility remains an unresolved challenge for developers, so studios should consider how they will reach players beyond relying on prominent placement in a digital storefront.
Joyce says developers also need to address the perception that Meta is leaving VR. With studios competing for the existing VR audience, finding the right players for each game may be as important as deciding what to make. He expects tighter investment to contribute to further closures, but believes studios that get through 2026 could be better positioned for the future.
Outlook for the VR game publisher landscape
Joyce sees reasons for long-term optimism: development is becoming easier, new lessons are improving games, and creators continue to push the limits of current hardware. The near-term task is to help studios stay active long enough to benefit if VR reaches a broader audience.
For developers, the clearest takeaway is to build for VR’s specific strengths, make comfort and accessibility part of the design, and plan carefully for discoverability. The VR game publisher Evolution Publishing aims to support studios pursuing that approach while the industry works toward its next stage of growth.
