Meta mercifully spun out VR fitness game Supernatural instead of just killing it
Meta appears to have listened to the Supernatural users who protested the app's sad fate after sweeping layoffs.
Meta appears to have listened to the Supernatural users who protested the app's sad fate after sweeping layoffs. This report comes from TechCrunch. T
Read Full Story at TechCrunch →Why This Matters
Meta’s decision to spin out *Supernatural*—rather than shutter it outright—signals a rare pivot in the company’s strategy, blurring the line between experimental projects and viable business units. It suggests that even in an era of cost-cutting, pressure from user communities and the potential for niche markets can force reconsideration of cuts that appear final. For the broader tech industry, this is a case study in how brand loyalty and public pushback can shape corporate survival, even for non-core assets.
Background Context
Acquired by Within, the VR fitness studio behind *Supernatural* in 2021, Meta folded the app’s development into its VR ecosystem as part of a broader push to make Quest headsets indispensable for more than just gaming. The layoffs that threatened *Supernatural* were part of Meta’s sweeping 2023 workforce reductions, which disproportionately affected teams tied to experimental or non-revenue-generating projects. Yet the app had cultivated a dedicated user base willing to pay premium subscriptions, making its demise politically and financially sensitive.
What Happens Next
If *Supernatural* secures new funding, it will test whether VR fitness can sustain itself outside Meta’s walled garden, where hardware subsidies and ecosystem lock-in once masked profitability concerns. The spinout may also pressure Meta to clarify its criteria for preserving versus euthanizing projects, especially as it doubles down on AI-driven content where user attachment is less established. Meanwhile, the saga leaves open questions about the fate of other Within-developed experiences still tethered to Meta’s platform.
Bigger Picture
This episode reflects a growing tension in the tech industry: the need to balance ruthless cost discipline with the preservation of core assets that, while not blockbusters, foster ecosystem stickiness. It also underscores how VR—or any emerging platform—relies on a mix of technical innovation and human-centered design to survive beyond the hype cycle. For companies betting on immersive computing, *Supernatural*’s near-death experience serves as both a cautionary tale and a blueprint for salvaging value from failed experiments.
