500 year old Grade-II listed hotel to become virtual reality gaming arena

The historic Great White Horse Hotel in Ipswich is entering a new phase. Developers confirmed that the Grade-II listed building will soon host the Another World VR Arena. This move is part of a larger plan to revitalize the landmark site in Tavern Street, which has faced periods of neglect.

Owner John Howard purchased the property in 2025 and secured approvals from the Ipswich Borough Council for a mixed-use conversion. The project transforms the ground floor into retail space while repurposing the upper levels into 21 residential flats. Another World VR represents the first business to commit to the ground floor area.

Additional space remains available for a third retail tenant, as the property currently holds permission for multiple commercial units. Howard expressed confidence in the town’s trajectory, noting that recent investment and the local football team's presence support growth in the area.

Work is already underway to prepare the venue for a planned autumn launch. The developer stated that the team provides support to incoming tenants through rent-free periods and infrastructure improvements to ensure the site attracts consistent foot traffic. This renovation marks a significant effort to modernize a 500-year-old structure while preserving its place in the town centre.