James Murdoch, ex-CEO of 21st Century Fox Photograph by Kevin Moloney/Fortune Brainstorm Tech

According to a new Bloomberg piece, James Murdoch — a long-time media executive and heir to media mogul Rupert Murdoch — has invested $20 million in The Void, a Lindon, Utah-based virtual reality company that offers immersive experiences at some 11 cities globally. Bloomberg reports Murdoch has also taken a board seat at the company.

Murdoch runs a VC fund called Lupa Systems that makes bets on tech and entertainment businesses. A $20 million investment would count as the largest yet for that fund, although Murdoch is said to be working on a potentially larger investment in Zee Entertainment Enterprises, an Indian publicly traded television network.

A poster depicting an immersive experience from The Void image: The Void

To state The Void’s business in clear terms; the company lets customers participate in virtual interactive worlds for a roughly $35 fee. The Void combines VR technology, physical stages and multi-sensory effects to achieve this. The company has collaborated with top animation companies including Walt Disney Animation Studios and Marvel Studios to work on various VR experiences for its customers.

The Void currently has physical presence in the U.S., U.K., Canada and Dubai, with most locations in the U.S. While Murdoch was at 21st Century Fox prior to its $71.3 billion acquisition by Disney, the media giant invested in Dreamscape Immersive, a competitor to The Void. Bloomberg reports Murdoch prefers The Void’s technology to that of Dreamscape.

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