The Soundtrack Behind Sandbox VR

Meet Sandbox VR: A new kind of shared reality

Fighting off zombie hordes, battling it out in high-stakes arenas, stepping into entirely new worlds. This isn't a movie — it's Sandbox VR, a virtual reality experience where guests step inside the game.

"We're combining immersive technology with a social experience where groups play together in the same physical space, and that's really unique," says Bryan Price, Sandbox VR's senior director of store operations, who oversees the brand's 84 locations across North America, Europe, the Middle East, and Asia.

While it may seem built for traditional gamers — think full-body motion capture and advanced haptics — its appeal reaches far beyond, drawing in couples, friend groups, co-workers and celebrities.

With broad appeal and a global footprint, the stakes are high: every guest, in every market, needs to walk away with the same high-quality experience. Consistency isn't optional, it's essential.

The challenge: Setting the tone beyond the headset

VR is all about what happens inside the headset. But at Sandbox VR, that's only part of the story. Guests move through shared spaces (lobbies, check-in areas, dining spaces) and those moments shape the visit just as much as the game itself.

To deliver that consistently, every detail of the in-store environment needs to work together, from design and lighting to staff and music. Done right, it builds anticipation and excitement before and after the game, which is a key part of the overall journey.

"Music plays a huge role in shaping the energy of our spaces," Price explains. "It's primarily in our common areas, where guests are checking in, watching their friends play or celebrating after their session. Those areas are social and high-energy, so music helps create the vibe of a premium entertainment venue rather than just a tech installation."

But as Sandbox VR's expanded, music became fragmented across locations. Different locations used different tools and approaches, making it harder to deliver a unified brand experience, and risking that sense of immersion. "If the music feels flat, outdated or out of sync with the brand, it can make the space feel less exciting," explains Price. "And in an entertainment venue like ours, energy is everything."

What they needed was a way to bring consistency, compliance and energy to every location.

Shaping the sound with Soundtrack

With Soundtrack, Sandbox VR introduced a more structured approach to how music sounds and feels and at scale.

It starts with choosing the right background music. Bryan and the brand's Experience team build playlists that reflect Sandbox VR's high-energy identity, blending electronic music with elements of contemporary genres.

Playlists are then deployed across locations, creating a foundation while allowing room for flexibility. Local managers can select playlists that fit the energy of their location and their guests.

To match the in-store vibe throughout the day, the team uses Music Scheduling, adjusting music to match both high-energy peak times and more relaxed daytime hours.

At the core of the approach is Centralized Control, ensuring the right sound, the right energy and the right atmosphere across every location.

"Being able to control and deploy music across dozens of locations from one platform is incredibly valuable," says Price. "Soundtrack makes it easy to maintain a consistent brand experience — and ensures everything is properly licensed."

The result: A cohesive experience that feels alive

From the moment guests walk into a Sandbox VR location — and no matter where — they're met with a high-energy atmosphere that reflects the brand and builds anticipation for what's next.

Guests might not call out the music directly, but they feel its impact. Staff do, too. "Having fun, upbeat music makes a difference for them as well," says Price. "And our managers appreciate how Soundtrack keeps things consistent and easy to manage."

Ultimately, while the game is the main attraction at Sandbox VR, music plays a key role in shaping everything around it.

"I've always been someone who associates music with atmosphere and emotion," explains Price. "Whether it's a restaurant, a sports arena, a retail store or just sitting in my office, music can dramatically change how a space feels. It sets the pace and makes the visit memorable. That perspective shapes how we think about music at Sandbox VR."

The tools that power Sandbox VRs signature sound

Centralized control

Get a centralized view of what's playing across every location and zone. Review, update and schedule music from anywhere, while giving the right staff access when needed.

Playlist creator

Access over 125 million licensed songs and easily build playlists that match your brand.

Music scheduling

Schedule music in advance to match the energy of every moment of the day.

Find your soundtrack

Soundtrack gives brands like Sandbox VR the tools to control, scale and evolve their music experience across every location. See how Soundtrack works or try Soundtrack free for 14 days and discover how the right soundtrack can transform your space.