Frecciarossa VR: onboard immersive entertainment

- Trenitalia

Frecciarossa VR: onboard immersive entertainment
AnotheReality partners with Trenitalia for an onboard train virtual reality experience

The digital revolution is changing the way we work, enjoy our leisure time and … travel. Thanks to a partnership between Trenitalia and AnotheReality, passengers on Frecciarossa trains can now discover an intriguing new feature: an onboard virtual reality experience. This innovative solution offers a wide range of experiential content, giving travelers a unique and immersive entertainment experience.


The experiential content platform

One of the main challenges faced by AnotheReality was the creation of a virtual reality content platform capable of providing interesting and quality experiences for all passengers. The goal of the project was to turn the time spent on board the train into an opportunity to discover, learn, and have fun.

AnotheReality created a series of specific and exclusive content for Trenitalia, including games, virtual city tours, and immersive movies. The latter were developed cosidering different needs and expectations of the wide range of passengers on board a Frecciarossa train.


 The different virtual entertainment experiences

AnotheReality’s content platform offers a wide range of virtual entertainment experiences to suit all ages and tastes. Among them, passengers can choose to play engaging video games, explore cities through virtual tours, watch immersive 360-degree short films, or enjoy one of the great movies made available by the Frecciarossa’s Frecce portal by virtually entering a real VR movie theater.

The most original experience is undoubtedly the 3D reproduction of the Frecciarossa’s cockpit, which offers travelers the chance to discover how the train works and test themselves as virtual train drivers.


Oculus Quest VR viewers: a 360-degree immersion in the virtual world

To ensure a high-quality virtual reality experience, AnotheReality chose Oculus Quest visors, known for their advanced features and ability to offer 360-degree immersion in the virtual world. With six degrees of freedom, passengers can move freely within the virtual space, interacting naturally and intuitively with the elements present.

The virtual environment was customized specifically for Trenitalia, with the goal of implementing a welcoming and familiar space that reflected the brand identity and offered a comfortable experience for passengers.


The success of the service: numbers and testimonials

In only six months, the virtual reality service on board Frecciarossa trains has achieved amazing results, with over 7500 virtual experiences enjoyed and more than 3500 passengers involved. The testimonials collected highlighted travelers’ enthusiasm for this novelty and satisfaction in being able to enjoy a state-of-the-art entertainment experience.

The positive passenger feedback underscores the importance of offering innovative solutions to their customers. Enhancing the travel experience and meeting the needs of an increasingly demanding and tech-savvy public is the real added value for modern transportation companies.



Innovation in the transportation sector is a key factor in ensuring quality service and meeting the growing expectations of passengers. The partnership between Trenitalia and AnotheReality demonstrates how virtual reality can be a powerful tool for enhancing the travel experience by providing immersive and original entertainment.

The success of the virtual reality service on board Frecciarossa trains confirms the importance of investing in innovative solutions and focusing on emerging technologies to offer passengers an increasingly rich and rewarding travel experience.

Through this initiative, Trenitalia and AnotheReality have built the foundation for a future in which virtual reality will become an integral part of the way we travel and experience transportation.

VR Experience
Case study
Customer Experience
Design tips

Content was selected or created in such a way that it was enjoyed while seated and required limited movement, as users were seated in a limited space. Each experience was also selected or created by limiting possible motion sickness as much as possible.

Critical success factors
Overcome boredom/sense of anticipation due to travel
brand reputation
Improvement documented by brand reputation data

Hardware specs: 45 Oculus Quest VR visors. This device was selected for its 6 degrees of freedom (6DOF) in order to prevent possible motion sickness situations caused by train movements related to oscillations on the tracks. The viewers were equipped with a magazine and a special sanitization kit. Software specs: First-person VR experience built in Unity 3D environment.

Months of service
Virtual experiences
Passengers involved