It feels like deja vu. 10 years after Valve’s Steam Days 2014 announcement of room-scale VR, and 10 years since Meta (formerly Facebook) acquired Oculus, Apple releases the Vision Pro as the new computing paradigm with immersive photos, video and spatial applications across gaming and other verticals. Apple’s entry in the market, the dominance of Meta’s platform, the evolution of HTC’s Vive offering and Google’s upcoming Android XR/Samsung collaboration sets the stage for the next decade in XR. In this talk we will explore the real opportunities for entertainment IP holders, brands, and creators to engage, not in fleeting trends, but in sustained market opportunities and healthy ROI in XR/spatial.