Patients undergoing MRI often experience anxiety and sometimes distress prior to and during scanning. We have developed a non-intrusive MR compatible Virtual Reality (VR) system, providing a tailored immersive experience that the user can interact with and control using gaze tracking. Dedicated VR content has been created and tested on adults and children. A key feature is congruency between the VR world and physical sensations during MRI, including VR features corresponding to table motion and scanner noise/vibration. Results suggest the approach has huge clinical potential, and it could represent a platform for conducting a new generation of “natural” fMRI experiments.