Virtual reality has been found effective for some mental disorders, while for many others weak methodology prevents conclusive evidence. Similar to other digital technologies, the field has particular demands for conducting clinical research which currently remain poorly addressed. In this commentary, we discuss the unique issues associated with the incorporation of virtual reality in clinical research. In addition, we elaborate on the possibility that these challenges may also be consequences of current funding and publication schemes, and speculate on specific improvement approaches that might be more compatible with the characteristics of clinical virtual reality research.