Meta mercifully spun out VR fitness game Supernatural instead of just killing it
What if the most successful part of a tech giant’s failed vision was not a product, but a community? Meta’s attempt to pioneer a metaverse and make VR cool totally flopped, except for one shining diamond in the rough: Supernatural, a VR fitness game that made working out feel fun and accessible. Now, users can rejoice that Supernatural isn’t shutting down after all. The game, which had faced an uncertain future after Meta’s decision to halt new content and lay off much of its VR team, has been given a second chance through a rare act of corporate mercy.
A High-Stakes Acquisition with a Surprising Outcome
Meta went through the hassle of fighting an eight-month antitrust battle so that it could acquire Within, the game studio that made Supernatural, in 2023. The deal was reportedly worth around $400 million, plus however much it cost to fight and win an FTC lawsuit. Yet after all that effort, Meta laid off much of its VR team and announced that it would stop adding new content just a few years later.
The situation looked dire for Supernatural. The game, once a beacon of innovation in VR fitness, had become a relic in Meta’s portfolio. But user outrage and protests pushed Meta to reconsider. Instead of killing the app outright, the company allowed Within to spin off into a new independent company called Supernatural Health, which will take over the app later this year.
What This Means for the Future of VR Gaming
Supernatural Health will retain the original coaches and team members who built the game. The new company aims to continue the mission of making fitness "the best part of your day." This move highlights a growing trend of tech companies allowing successful, niche products to operate independently.
The transition is being framed as a mutual decision between Meta and Supernatural Health, with both sides acknowledging the value of independence for the game’s future. "We're grateful for the platform and resources Meta provided during a critical growth phase," Supernatural Health wrote. "This transition reflects a shared belief that Supernatural's community is best served by a focused, independent team."
A Cautionary Tale in Tech Strategy
Meta’s journey with Supernatural is a reminder of how easily corporate priorities can shift, even when a product has found its audience. The game was once a bright spot in the otherwise murky waters of Meta’s VR ambitions, but it was nearly lost in the company’s broader missteps.
Yet, this outcome is also a rare example of a tech company listening to its users — albeit after a long and convoluted process. The fact that Supernatural’s fans were able to rally support and push for a more sustainable future for the game is a testament to the power of community in the digital age.
As Supernatural Health prepares to take over the game, the future looks more hopeful than it has in years. Whether the new company can sustain the momentum and continue to innovate remains to be seen. But for now, the game has a chance to thrive, free from the burdens of corporate misalignment and shifting priorities. That, in itself, is a rare and welcome victory.
