Industry veteran and XR specialist Kevin Joyce has launched Evolution Publishing to support indie studios as they navigate the VR gaming landscape. And although he acknowledges that things are tough for VR studios right now, especially following Meta’s recent cuts, he thinks the long-term future is much brighter – if studios can get there.

Joyce is CEO of AR/VR marketing specialist Tiny Brains and founder of the VR Diversity Initiative. He was previously chief marketing officer at Rush VR, as well as CEO and editor-in-chief of the publication VR Focus.

He says one of Evolution Publishing’s main goals is to help studios survive and “help with the advancement of VR software” until the “true breakout moment” arrives, when VR moves from its niche and into the mainstream. But the recent studio closures and layoffs at VR champion Meta – whose Reality Labs division reported a $19.2 billion loss in 2025 and has racked up total losses of $83.6 billion over the last six years – have cast considerable doubt on VR’s ability to make that mainstream leap. Evolution’s launch comes at a time when the VR specialist nDreams has just announced the closure of two studios along with a “significant reduction in overall staffing levels.” However, some industry experts think that although the VR landscape looks bleak in the short term, the longer-term view is much rosier.

Joyce, for his part, thinks it’s only a matter of time before VR goes mainstream, and when it happens, “we need a pool of innovative developers creating unique content for the medium, so Evolution Publishing exists to ensure that we meet this demand.”

He thinks a few tweaks to the formula could transform VR’s fortunes. “VR has always had an issue of helping consumers understand what sets its gaming medium apart from more traditional ones,” says Joyce. “There’s a lot of debate about this within VR circles every day, and a lot of excuses you could throw around. But to me, the biggest one is still form factor.”

“In a practical sense, it boils down to comfort and usability. Gaming on a console or PC, you’re usually on a nice couch or in your gaming chair, relaxed and laid back. VR headsets, on the other hand, can be weighty and hot, and, depending on accessories like the headstrap, can become uncomfortable after an hour or so.”

“The conversation needs to change to what VR can do better, rather than being about how well it can replicate phone- or laptop-based experiences. This, coupled with a significant reduction in size and weight, will see VR becoming less of an outlier and more of a widely accepted entry into the modern tech mix.”

As for how Joyce anticipates the VR publishing landscape evolving over the next few years, he says that the “era for massive investments is over” and that the VR industry will experience a “seismic shift over the next 12 to 18 months.”

“We anticipate that whilst this will mean far fewer VR games coming to market, the methodology and quality will be that much higher. There’s also a shift away from premium ($25+) games toward sub-$15 titles and free-to-play games that rely on in-app purchases, just like the mobile gaming industry,” he notes.

“I fully expect more publishers to diversify their portfolio – a mix of high-end VR titles for the core demographic as well as free-to-play games for younger gamers. There’s no denying that VR at present seems to have a very clear split between the two audiences, and I feel most VR publishers will be looking to add titles that satisfy both to their portfolio.”

The deal

In terms of funding, Evolution Publishing charges a percentage of revenue per agreement instead of upfront costs, with terms tailored to the studio’s specific needs. “One key element that we see as important to our mission is that we don’t take equity or IP ownership,” says Joyce. “Our goal is to support the growth of VR indie developers, and we believe that demands such as these may unintentionally hamstring future projects at the studios.”

“We’re looking for studios that build specifically for the VR medium, not around it”

When deciding which studios or titles to support, Evolution Publishing looks for those that challenge “the preconceived notions of VR development” – whether by approaching a genre in a new way or improving accessibility with movement mechanics that ease simulation sickness.

“Not everyone wants to put a bulky headset on their face,” says Joyce. “Those that do shouldn’t be faced with further friction and accessibility issues the moment the game boots up. We’re looking for studios that understand this – studios that build specifically for the medium, not around it. From those first onboarding moments to accessibility options, the ecosystem needs to be inclusive and welcoming.”

Evolution Publishing has three titles launching in 2026: Gamitronics Studio’s Darts VR2: Bullseye this spring, Dead Boss Games’ Affected: The Asylum in the summer, and a third unannounced title later this year.

“I’d like to see this portfolio growing in 2027,” says Joyce. “There are plenty of studios out there with fantastic ideas and the know-how for how to build them, but little confidence in raising awareness of this. I want Evolution Publishing to be known as a publisher that is a perfect partner for this situation.”

Challenges

Joyce observes that the VR space has already faced its first major hurdle for 2026: Meta’s plans to “shift the focus” of its Horizon Worlds metaverse platform from VR to mobile.

Joyce’s stance on this announcement is that Meta isn’t abandoning VR; instead, it is “extending the runway.”

“Meta is no longer investing in AAA VR content for the time being and will instead be doubling down on growing Horizon Worlds as a mobile platform. This will separate out Horizon Worlds from the Meta Quest Store, which should, hopefully, mean less saturation of the UI with Horizon Worlds content and instead provide more opportunities for indie developers to get noticed. Store visibility is a problem I don’t think anyone has solved yet, but removing Horizon Worlds from the Meta Quest Store will certainly help in that regard.

“Ultimately, Meta’s goal is still VR adoption. I fully predict a return to VR for Horizon Worlds a few years down the line. But for now, it’s clearing the path a little and bringing new opportunities for indie developers.”

He thinks that one of the biggest challenges indie studios face this year is overcoming the perception that Meta is “bailing on VR”, which will, in turn, cause developers to compete ever more heatedly for the existing VR audience.

“The methods to reach that audience – potentially outside of store visibility – aren’t getting any easier,” says Joyce. “The biggest challenge is not about whether you should make something, but whether you can find the right audience for what you make.”

“Keeping studios committed to VR for the next game, and the game after that, is going to be the biggest challenge this year”

“Meta drove a lot of overinvestment in the COVID era, and we’re now seeing a reset with purse-string tightening. Unfortunately, this will likely prove out in many studio closures, but if studios can survive 2026, that should put them in a firm position moving forward.”

Joyce concludes that there is cause for optimism if studios can hang on. “VR development is getting easier all the time. New lessons are being learnt, and higher-quality worlds and interactions are coming on a near-monthly basis. The development community is still pushing the limits of what we think is possible on current hardware regularly, and so keeping these studios committed to VR for the next game, and the game after that, is going to be the biggest challenge this year.”