The company was formed in 1990, originally known as Horizon Entertainment, a division of Fortune 500 Edison Brother Stores, at the time the third largest operator of amusement venues in the United States.

Horizon Entertainment was America’s exclusive provider of the first commercially available VR game, the Virtuality Series 1000 manufactured by Virtuality Entertainment (Leicester, UK) and operated over 100 units in venues throughout the United States. Recognizing that the cost per seat would need to be significantly reduced before immersive technology would be a viable a strong ROI entertainment attraction, Horizon changed its focus to providing specialized and custom VR attractions to the corporate marketing and trade show industry. Among many custom development projecws was the Virtual Voyage System for Hiram Walker, at the time the highest performance VR system ever introduced to the consumer environment, and the winner of a national award (Ad Age Magazine) for technology applied to marketing.

In 1995, Randy and Susan Sprout executed a management buyout of Edison’s Horizon division, and changed the corporate identity to Ham On Rye Technologies. During the past five years of growth in the service of corporate marketing industry, Ham On Rye has invested heavily in R&D for entertainment technology, and has developed technologies capable of high-throughput interactive BR.

In late 1998, Ham On Rye perfected the patented Ham On Rye Theater ™ technologies which for the first time enabled immersive attractions at less than $10,000 per seat. Company executive immediately began the development of a breakthrough product for the enetertainment industry, and at IAAPA 2000 launched The Ham On Rye Theater, the first generation of a series of high-throughput immersive products.