Imagine strolling through the bustling streets of New York City or the vibrant alleys of Tokyo—while also immersed in breathtaking XR experiences seamlessly integrated with your surroundings.
Psychic VR Lab’s STYLY platform is revolutionizing urban entertainment, blending physical and digital worlds to create unforgettable, interactive experiences. The company believes that “in the post-Covid era, it is important not to ‘replace’ real space, but to open the metaverse to cities and create a new hybrid lifestyle that can increase the experience value of the city itself by ‘fusing’ the real and the virtual.”
With a recent funding boost, Psychic VR Lab, a Tokyo-based company behind the XR metaverse platform STYLY, is set to take its innovative vision to new heights and redefine what it means to explore cities.
The company has recently successfully raised an additional $3.7 million in funding, bringing the total funding amount to $19.7 million. This funding round featured the participation of J. CVC fund (GP) invested by Front Retailing Co., Ltd., Nippon Steel Kowa Real Estate Co., Ltd., TV Asahi Holdings Co., Ltd., JR West Japan Innovations Co., Ltd., Tokyu Fudosan Holdings Co., Ltd., and SBI Investment Co., Ltd.
With this financial support, Psychic VR Lab aims to enhance urban entertainment experiences worldwide by fusing art, music, video, and commercial facilities through its “real metaverse platform” STYLY.
“The successful conclusion of this recent funding round highlights the drive to expand XR into every facet of life, making our cities smarter and more adaptable using immersive technology,” said Ryohei Watanabe, CMO of Psychic VR Lab, in a press release shared with ARPost.
What Is Urban XR Entertainment?
Urban XR entertainment utilizes XR technology to transform an urban environment into an immersive and interactive medium of entertainment. The use of XR technology in urban environments can offer users a diverse range of immersive experiences similar to switching TV channels. By overlaying XR content onto the real world, a highly engaging experience can be created and potentially increase foot traffic in the city.
Through its platform STYLY, Psychic VR Lab aims to promote urban XR entertainment that improves the attractiveness of locations and revitalizes tourism. The idea behind the platform is to create and distribute XR content linked to cities worldwide, such as Tokyo, Kumamoto, Niigata, New York, and Barcelona.
“Together with Psychic VR Lab, which strongly aspires to the XR entertainment business based on ‘real’, we will create countless XR services linked to all experiences such as entertainment, art, travel, tourism, and business in the real world, including the West Japan area, so that people can connect,” said Makoto Okuno, President of JR West Innovations Co., Ltd., one of the investors.
STYLY Platform: AR and MR Meet Urban Exploration
With the ability to import 3D geomap data of cities into STYLY, Psychic VR Lab aims to revolutionize the way we experience urban spaces.
“Through this investment and business alliance, we hope to create a space full of art and entertainment that provides unprecedented experiences through synergies with the company and its stakeholders and contribute to improving the attractiveness of the city,” said Managing Executive Officer at J. Front Retailing Co., Ltd., Naotaka Hayashi.
Future Impact of Urban XR Entertainment on Industries and Society
Urban XR entertainment has the potential to profoundly impact various industries, including tourism, retail, and real estate.
“Nippon Steel Kowa Real Estate will create new value in real estate together with Psychic for a future in which new lifestyles and work styles that fuse the real and virtual will become commonplace,” said Yasuhiko Imaizumi, President and CEO of Nippon Steel Kowa Real Estate Co., Ltd., one of the investors in the latest funding round.
Overall, investors see the potential in STYLY and Psychic VR Lab’s vision of creating a real metaverse platform. They aim to create new value by combining their expertise and resources with Psychic VR Lab’s technology and driving force, contributing to the growth of the company and the advancement of the industry.
As Psychic VR Lab continues to expand its urban XR entertainment initiatives, we can expect to see more cities embracing this technology and its benefits. Psychic VR Lab is opening the door to a new era of urban experiences, transforming the way we interact with and enjoy our surroundings. With their recent funding and ongoing projects, the future of urban entertainment is all the more promising and exciting.
The Sandbox, the company that brought Netflix’s Squid Game experience to the VR world, has forged a partnership with Influential to bring influencer marketing into the metaverse. Influential is one of the biggest influencer marketing agencies, with over 3 million creators on its network. The partnership allows brands to tap into this global network and create immersive brand experiences on The Sandbox.
A New Way to Reach Audiences in the Metaverse
Influencer marketing has disrupted the traditional marketing industry. With its focus on peer power instead of celebrity endorsements, influencers have made their mark on many industries. And with this partnership, Web3 opens up more marketing opportunities for brands and creators alike. The collaboration between a prominent marketing agency and a massive 3D virtual universe opens up new marketing channels for brands.
The Sandbox is a decentralized, virtual gaming world where creators can build different types of assets and gaming experiences. Users can then either monetize their content via the Ethereum blockchain or simply share it with others.
It uses a no-code platform for creating digital assets and experiences. This is good news for Influential creators, who will undergo training on navigating and using The Sandbox virtual world to create immersive experiences for players. By leveraging these new skills, creators can increase their reach and drive engagement for their communities. It becomes a new way to interact with audiences and build their influence.
Connecting Brands, Creators, and Communities With Immersive Experiences
Both The Sandbox and Influential are excited about the new opportunities this collaboration will bring. While not entirely novel, influencer marketing in Web3 is still largely untapped. Experts predict, however, that influencer marketing in the metaverse will have a huge impact on how brands, creators, and audiences interact with each other.
Influential believes that the metaverse can bring influencer marketing to a higher level of entertainment and engagement. “Consumers and brands are craving immersive experiences with creators,” Influential CEO Ryan Detert said in a press release shared with ARPost.
Unlike influencer marketing on social media, VR delivers more interactive and immersive experiences for consumers. Instead of passively viewing sponsored posts and videos, audiences can participate in games and other VR experiences. This can yield positive sentiment toward brands, and give consumers a chance to interact virtually with products or brand advocates. Brands benefit from a wider reach and increased engagement with their audience.
These opportunities for influencer marketing in the metaverse are not lost on Detert. He believes that working with The Sandbox is a positive step toward the future of influencer marketing. “We’re delighted to partner with The Sandbox to add another dimension to our offering and help some of the world’s most ambitious brands explore the limitless opportunities in this space as they take their first steps into the metaverse,” he said.
The Metaverse: The Future of Entertainment Culture
Meanwhile, for Mathieu Cervety, The Sandbox’s Ecosystem Partnerships Director, Influential’s entrance into the company’s VR gaming world provides brands with exciting possibilities in the Web3 community. “Influential is in a unique position to help major brands become stronger in the new entertainment culture at the crossroads of gaming, the creator economy, and true digital ownership,” he said.
With influencer marketing reaching a market value of $16.4 billion in 2022, its potential impact on the metaverse is noteworthy. Add to that The Sandbox’s huge network of players and the possibilities for engagement and community-driven experiences are phenomenal.
AR and VR are two of the most promising technologies of the modern era. Both can potentially revolutionize how we interact with the world around us. However, these technologies have taken a long time to reach their full potential.
While AR and VR have been around for decades, it wasn’t until recently that they offered a quality experience without being too limited by technological constraints or not being portable enough for widespread use.
Nevertheless, they’ve been making waves in many industries. And now, the e-commerce industry is hopping on board. Statista reports that by 2023, there will be 1.4 billion AR devices worldwide, projected to rise to 1.73 billion by 2024.
What should we expect from AR and VR in 2023 and beyond? In this article, we will explore the potential of AR and VR for e-commerce and how they can enhance your shopping experience.
1. Increased Adoption of AR in E-Commerce
According to a recent survey, 38% of marketers reported using AR in 2022. It’s a significant increase from the 23% reported in 2017. And it’s understandable, given AR technology’s benefits to e-commerce customers.
For example, it allows them to feel like they’re physically interacting with products in a brick-and-mortar store while being online. AR can also help consumers visualize how products will look in their homes or on their bodies, improving the shopping experience and leading to more informed purchasing decisions and fewer returns.
Looking ahead to 2023, there are six exciting trends in the AR shopping space to keep an eye on. They are:
1. Social Media Apps and Camera Filters
Social media apps and camera filters, with Snapchat and Instagram leading the charge by incorporating AR into their platforms. Brands can use SnapAR Lens Studio or Meta Spark to create engaging AR filters and lenses that bring products to life. A case in point is Gucci.
Better AR hardware options, caused by innovations in mobile technology, such as LiDAR and ToF (depth sensing hardware). Companies like Google, Microsoft, Lenovo, and Vuzix are developing smart glasses to enhance the AR experience.
5. AR Mirrors
AR mirrors for in-store shopping, assisting buyers who are in-store and either don’t want to test various alternatives or can’t for whatever reasons.
6. Gamifying
Gamifying in-store shopping to connect physical products with apps, creating a fun and interactive shopping experience.
2. VR-Enabled Online Shopping Experiences
VR creates an immersive visual environment, including 360-degree videos, photos, product demos, and complex experiences using devices such as the HTC Vive or Oculus Quest.
Unlike AR, VR is entirely simulated and disconnected from the physical world. VR can benefit businesses in various ways, such as:
virtual tours of showrooms and stores;
visualization of products;
greater user engagement;
increased consumer trust;
enhanced conversion rates;
better retention rates;
improved customer service.
However, it’s essential to remember the “shiny toy syndrome” and avoid it. Ensure that VR experiences align with your business goals and customer needs before opting for them. E-commerce stores can use VR for the following purposes:
virtual stores with virtual clothing racks, an opportunity to meet with friends and shop together online;
Artificial intelligence can integrate with AR and VR technologies to revolutionize the shopping experience. AI-powered 3D representation of products in a user’s environment can increase conversions. How? Here is how AI can enhance virtual experiences:
1. Object Recognition
AR and VR experiences can adjust to the user’s movements and actions thanks to AI algorithms’ ability to detect and track things in real time.
2. Computer Vision
It involves image recognition and tracking, enabling the system to respond to the environment.
3. Natural Language Processing (NLP)
NLP is about using voice commands for people to explore and interact with virtual worlds.
4. Predictive Analytics
As AI can predict user behavior, merchants can build personalized and proactive experiences.
5. Usage Analytics
AI can also help analyze usage data and client feedback. You can optimize your AR/VR services and boost buyer satisfaction based on the results.
6. Personalized Experiences
One of the ways to employ customer insights is to tailor offers to their tastes. It can boost satisfaction and sales.
4. Creating Digital Twins
The past year has seen an increase in AR and 3D technology use by fashion brands to boost sales and brand recognition in physical and virtual worlds. And in 2023, we can expect more brands to utilize AR innovatively.
It includes the ability to try on digital versions of physical clothing on your avatar. Another example is unlocking special effects for physical apparel. Some brands create digital-only looks that users can capture on camera and share on social media.
This trend becomes possible thanks to avatar platforms and AR features such as image targets and body tracking. So brands can offer and sell virtual goods. And with NFC (Near Field Communication) and QR codes embedded in physical apparel, you can transform one thing (for example, a T-shirt) into infinite designs.
5. Security Concerns Over the Usage of AR and VR
Consumers are increasingly concerned about privacy, security, and safety in computing. The metaverse, new headsets, and more AR and VR content have made safety a greater focus. Devices can now gather more information through eye and hand tracking. AR also relies on spatial data to immerse users. That’s why customers remain skeptical about using such devices daily.
How can people safely enjoy digital realities? We need new frameworks, regulations, and social contracts prioritizing safety. All these require collaboration through working groups, policy and standard discussions, and new software solutions for moderation and cyber threats.
Final Word
To sum up, AR and VR can enhance the e-commerce industry by improving the customer experience, driving more engagement, and cutting costs. But there are many challenges to overcome before these technologies can become mainstream.
For example, some websites are incompatible with VR headsets or AR apps. Why? The reason is that they were not built with those devices in mind. And not everyone owns a headset or smartphone capable of using these technologies.
That’s why e-commerce merchants should take advantage of these new opportunities to not lose potential clients due to incompatibility issues. As these technologies get better, more online stores will use AR and VR to give shoppers immersive shopping experiences. The future of e-commerce is exciting. And augmented and virtual reality are sure to play a significant role in shaping it.
Guest Post
About the Guest Author(s)
Art Malkovich
Art Malkovich is CEO and co-founder of Onilab, an e-commerce development company. He has about 10 years of experience in team management and web development. He is passionate about keeping up with recent technologies and working on innovative projects like headless commerce solutions and PWAs in particular.
Varjo hasn’t been hibernating over the winter but they’ve definitely had a very active spring. ARPost typically reports on the Finnish XR company’s groundbreaking hardware and software developments, but the company also helps develop and distribute XR experiences and solutions ranging from operas to flight simulations.
An Opera Produced Entirely Through XR
The Finnish National Opera and Ballet (FNOB) spent two years producing Turandot opera with Sweden’s Malmö Opera. The ambitious international product involved designing complex sets and orchestrating intricate scene transitions. FNOB has commented before that Varjo is the only headset manufacturer that matches their high-quality requirements.
Varjo partners with FNOB and Sweden’s Malmö Opera – Digital Twin vs real-world view comparison
FNOB, which has been gradually implementing XR production tools over the last three years, started with two things: the in-house Unreal Engine-driven “XR Stage” visualization tool, and a 3D model of the main stage created by ZOAN – a 3D content agency that uses the same hardware to bring employees into their virtual headquarters.
“Our artists were only open to using virtual tools if models would be photorealistic and it was an intuitive user experience,” FNOB Production and Technical Director Timo Tuovila, said in a release shared with ARPost. “We have been able to create a digital twin of our stage that actually is true to life, matching the expectations of our ambitious artistic and technical teams.”
The virtual stage was used collaboratively between the two opera houses to virtually design and redesign sets – a process that would normally have taken tremendous time, resources, and materials. It is estimated that using XR preproduction instead saved over $82,000 and 1,500 hours of production time, not to mention enhanced crew safety.
Varjo partners with FNOB and Sweden’s Malmö Opera for Turandot
This is the eighth FNOB production using XR preproduction, but this is the first time that they – or anybody – have used the technology at every step from proof-of-concept to final production, according to the release. It would be interesting to see XR also being used in recording and distributing live content at this level.
Twinmotion Programs Come to Varjo Devices
The virtual production of Turandot is a highly artistic example of using Varjo for architecture and design. That use case is about to get a big leg up as the company recently announced support for its hardware on Twinmotion. Users of the real-time visualization platform’s most recent update will be able to view its high-fidelity models on Varjo devices.
According to the hardware manufacturer, Twinmotion works with all headsets including Aero – the closest thing that the company offers to an entry-level headset. The headset, priced below the company’s other offerings but still within the almost exclusively enterprise range, comes without mandatory software subscriptions making compatibility with other solutions crucial.
Advancing Brain Health With MachineMD
Aero also plays an important part in a partnership with Swiss medical device company machineMD. The partnership’s goal is the development of “neos™” – a proposed device that would use eye-tracking technology for earlier diagnosis of brain disorders. In addition to helping specialists, the device could also be more accessible to doctors that aren’t neuro specialists.
“As a neuro-ophthalmologist, I use the eye as a window to the brain,” said michineMD Medical Director Professor Mathias Abegg in a blog post announcing the partnership. “The Varjo Aero provides me with the most powerful and precise view through this window.”
machineMD’s solution will be based on Varjo Aero to perform comprehensive eye exams for the diagnosis of brain disorders
Between the advancement of the technology and healthy financial support, machineMD expects neos to be ready by the end of this year. Of course, Varjo is also excited to be a part of the important work which could have far-reaching benefits in the brain health world.
“VR-based eye tracking in combination with ophthalmology and neuroscience is opening up important new avenues for researchers and the larger medical community,” co-founder and CTO of Varjo, Seppo Aaltonen, said in the post. “A rare window into the brain is possible with the Varjo Aero headset and we are proud to partner with machineMD to make this technology a reality.”
Hardware Built for Flight Simulation
Varjo is also a leading player in the simulation world, particularly automotive and flight simulation. In fact, one of its premiere headsets, XR-3, was recently released in a specially-tooled edition with cockpit simulations in mind. The variable-passthrough headset has a specially calibrated focal plane to optimize the display of the user’s immediate surroundings.
More recently, Varjo partnered with Leonardo – an aerospace, defense, and security developer. The relationship is intended to “enhance the capability of Leonardo’s aircraft training devices.” The above-mentioned XR-3 Focal Edition headset is already being used.
Varjo and Leonardo partner in developing and deploying immersive solutions for flight training
“Leonardo simulation and training experience, coupled with advanced Varjo technology, will allow our products to increase pilots’ training experience, bringing it into a more immersive environment, both within the specific customer training pipelines and within the scope of International Flight Training School,” said Leonardo Aircraft Division’s Head of Simulation and Training Systems Giuseppe Pietroniro.
Jumping Off of Virtual Cliffs
Simulation has a special place in the consumer space as well, where it allows individuals to experience convincing replications of activities that are costly, dangerous, or both. A recent experience offered by Varjo and Red Bull recreates diving from an 80 ft cliff.
“The VR cliff diving experience is really something that you cannot miss,” real-life cliff diver Orlando Duque said of the activation. “It places you right there in the location, in the middle of the action. It’s probably the closest thing to the real deal.”
Varjo and Red Bull partnership – Mixed reality watersports experience “Water – Breaking the Surface”
The experience is still not coming to a living room near you anytime soon. In addition to using the XR-3 rather than the more consumer-available Aero, the experience is currently only being offered as part of an exhibit at the Swiss Museum of Transport. The complete exhibit also uses AR technology and virtual production to replicate activities like surfing.
While available materials don’t mention plans for a more widely available version, it sure sounds like it would be a step up from Richie’s Plank Experience.
A Virtually Imagined Real World
Varjo is still pushing the limits of extended reality technology – and that means that a lot of its experiences and hardware aren’t available to just anybody. While some people get to put on the headset and jump off of a cliff, the benefits of the technology are definitely benefiting more and more people through the ramifications of work in design, defense, and the arts.
While celebrating its 70th anniversary, Denny’s partnered with QReal to produce AR menus where food items seem to leap off its pages. You don’t need to install the restaurant chain’s app on your phone for the AR food menu to work. Just activate your phone’s camera and launch 8th Wall‘s web-based AR platform from your phone’s browser to watch the images come alive.
Denny’s AR Food Menu: What to Expect
With the new AR food menu, you’ll see flames surround the classic Moons Over My Hammy egg sandwich and hear the new Mac N’ Brisket Sizzlin’ Skillet sizzle as it emerges from a barbecue smoker. Also making an appearance is a 3D model of the original diner in 1953—then known as Danny’s Donuts—before becoming the beloved establishment it is today.
Denny’s AR food menu, only accessible when dining at physical outlets across America, is part of Denny’s “It’s Diner Time” brand platform. The campaign also involves the remodeling of its kitchens, the rollout of improved food offerings, and the unveiling of new staff uniforms.
AR Food Menu: Denny’s Latest Foray Into AR
When Denny’s shared its 2022 results in February, CEO Kelli Valade said that one of the company’s strategic priorities is “to lead with technology and innovation.” She also mentioned that “Denny’s is skewing towards younger generations with Millennials and Gen Z currently representing about 45% of our customer base.” So, augmented reality makes perfect sense.
However, this is not the first time the company has tapped into the world of AR. The last time it used this type of computer-generated content was in late 2016 when the diner chain launched its “Shrek the Halls” campaign for the Christmas and New Year holidays. Using the DreamWorks COLOR app, the restaurant’s customers saw characters from Shrek, The Penguins of Madagascar, Puss in Boots, and Turbo Fast arise from the kids’ menus as their phones scanned its pages.
QReal and the Appeal of the AR Food Menu
QReal (formerly Kabaq.io) specializes in creating lifelike, 3D, and AR content for e-commerce platforms and social media campaigns. It works for various industries, from real estate and automotive to fashion and beauty. However, its original passion was food, becoming the first company to make photorealistic AR models of cuisine in 2016 with its KabaQ AR Food Menu app.
“The traditional way people interact with menus is being transformed utilizing [AR and life-like 3D models], leading to an enhanced experience, strong branding, and potentially higher order throughput,” said Mike Cadoux, QReal’s General Manager.
Researchers from several universities who studied QReal’s AR food models attest that such presentations can improve “decision comfort” or “craveability,” spread positive feedback about products, and increase the desire for “higher-value” types of food. Because QReal’s app hardly uses post-production, its users can see their order in advance from different angles in the most realistic way possible.
How the AR Food Menu Will Transform the Restaurant Industry
If we are to believe Cadoux’s forecast, “high-fidelity digital cuisine” will only increase in demand due to its strong potential to boost branding and sales.
Businesses predict that AR food menus will enable customers to order more smartly because AR renders the item’s size and quantity more accurately. Another benefit of such transparency is lower food waste.
Moreover, establishments can use AR to promote new products and enhance engagement with prospects and loyal clientele through behind-the-scenes tours, which can include how they prepare and cook food.
Over 83 million people in the US alone used augmented reality on a monthly basis in 2020. By the end of 2023, it is projected that the number will grow by over 30%, to over 110 million people.
With the pandemic having accelerated the evolution of digital shopping, retail and e-commerce brands are looking for new ways to engage with their consumers and to bridge the online-offline experience gap that exists today while shopping.
How Big Brands Leverage Augmented Reality
Immersive AR experiences are increasingly being leveraged in stores, to create memorable and personalized relationships between the brand and its customers. Through augmented reality, retailers can not only engage the otherwise passive customers but also provide the context needed for them to make a decision and significantly improve the likelihood of the customer making a purchase.
Lego, for instance, used an augmented reality digital box in its stores for parents/kids to put up the physical boxes in front of the screen and see different scenes being built and come to life. This allowed parents and kids to find the right set and also proved to be a fun way to engage with consumers.
Other retailers use augmented reality to specifically drive sales for products that typically need the in-person context to make a buying decision. Houzz’s AR-powered app offers consumers the ability to view their rooms from their phone camera and ‘drop in’ true-to-scale 3D furniture items superimposed on their physical reality, for them to make a more informed buying decision.
Converse’s AR app lets consumers try shoes at home by simply pointing the camera at their feet. They can then evaluate multiple models with varying colors within minutes from the comfort of their home. The app is also integrated with their e-commerce platform, creating a seamless flow from discovery to intent to making the final purchase.
The Future of Retail Is 3D
While all these examples use AR in slightly different ways, they all have one commonality: the buyer is at the center of the experience and the camera has become the new home page. Replacing 2D images with interactive 3D products gives the shoppers the context through visualizations that they need, to be confident in their decisions.
The experience boosts consumers’ confidence, allowing them to make the right choice because AR provides the level of real-life context missing from a flat, 2D product image online. It’s a win-win for the customers and the retail brands, who experience a big increase in conversion rates and a lower product return rate by leveraging augmented reality.
Consumers are coming to expect this experience. Augmented reality adoption is following a similar pattern to mobile phone adoption of the 2000s. And as the mobile-first Gen Z cohort continually gains more buying power beyond the $360 billion they already have in disposable income, we will see large retailers transforming their traditional online and in-person shopping experiences into more immersive, 3D retail experiences to reshape online browsing and buying behavior as we know it.
Guest Post
About the Guest Author(s)
Aluru Sravanth
A technology enthusiast and a student for life, Sravanth started Avataar in 2014, with a vision to uncover untapped potential from the confluence of self-learning AI and computer vision.
You might have heard about the metaverse a little less frequently recently. And, people in the space are at odds as to why that is. Maybe it became clear that it isn’t necessarily right around the corner. Maybe people are distracted by other emerging technologies in the spotlight right now. Or, maybe people said it too many times and now it sounds funny.
Whatever the reason the press has been less interested, it’s still a word that a lot of specialists are still using – and disagreeing on. The XR Safety Initiative recently published a standard definition that might help get us all on the same page.
The Metaverse According to XRSI
XRSI officially defines the metaverse as follows:
“A network of interconnected virtual worlds with the following key characteristics: Presence, Persistence, Immersion, and Interoperability. Metaverse is the next iteration of the internet enabled by several converging technologies such as Extended Reality (XR), Artificial Intelligence (AI), Decentralized Ledger Technologies (DLTs), neurotechnologies, optics, biosensing technologies, improved computer graphics, hardware, and network capabilities.”
A full release from XRSI expands on some of those terms, including the identified key characteristics. Which is handy, because presence and immersion are arguably subjective. Further, persistence and interoperability are objective but might require qualification. For example, how many virtual worlds have to interconnect before they are “interoperable”?
Insisting on convergence is also significant in that not all blockchain experiences and not all XR experiences are inherently metaverse experiences. There is still room to explore things like spatial platforms visited in 2D. While ARPost tends to avoid these platforms to dedicate coverage to immersive technology, we haven’t insisted that they be excluded from the dialogue.
Similarly, some experiences feature presence, persistence, and immersion, but not platform interoperability. Some use the term “protometaverse” to refer to experiences that check most of these boxes (or even that do a really good job with two or three of the boxes) but don’t fit the entire bill.
These aren’t criticisms of the definition, they’re things to take into account when we apply the definition to an experience. After all, definitions like this become important because some of these terms – even the terms used in the definition – have emerging or contested meanings. Consider “XR” as “extended reality” – which is not how all people use that abbreviation.
Clear as Crystal
There are a lot of other factors to consider when looking at standard definitions. The biggest one is that, like standards generally, they become more useful the more organizations use them. This standard definition is a recent development and it remains unclear how many other organizations will adopt it.
It is already useful, however. If nothing else, it helps us understand what XRSI means when they say “metaverse” in their internal documents. When people talk about it in higher-level conversations, they’ll often cite the document or individual that they’re following and now XRSI can be on that list.
For the Fectar AR and VR content creation platform users, creating XR content with hand tracking feature has just become simpler and easier.
Launched in 2020, Fectar is “the multi-sided platform that makes the metaverse accessible for everyone, everywhere.” Focused on creating AR and VR spaces for education, training, onboarding, events, and more, and aimed at non-technical users, the company provides a cross-platform, no-code AR/VR building tool.
Last week, Fectar integrated the Ultraleap hand tracking feature within its AR and VR content creation platform, allowing users to build VR training experiences with hand tracking from the beginning.
AR and VR Content Creation With Integrated Ultraleap Hand Tracking
Ultraleap was founded in 2019 when Leap Motion was acquired by Ultrahaptics, and the two companies were rebranded under the new name. Ultraleap’s hand tracking and mid-air haptic technologies allow XR users to engage with the digital world naturally – with their hands, and without touchscreens, keypads, and controllers.
Thanks to the Ultraleap feature, Fectar’s users will now be able to create and share immersive VR experiences that use hands, rather than VR controllers. According to Ultraleap, this makes the interaction more intuitive, positively impacts the training outcomes, reduces the effort of adoption, and makes the experiences more accessible.
Non-Technical People Can Develop Immersive Experiences
The new addition to the AR and VR content creation platform is a strategic decision for Fectar. The company’s target clients are non-technical content creators. They don’t need to know how to code to create VR apps and tools, including training programs.
This is, in fact, one of the most frequent use cases of the Fectar AR and VR content creation platform. “We want our customers to be able to create world-class VR training experiences,” said Fectar CTO and founder, Rens Lensvelt, in a press release. “By introducing Ultraleap hand tracking to our platform we’re giving them an opportunity to level up their programs by adding an intuitive interaction method.”
VR Programs and Tools – the Future of Collaborative Work and Training
Virtual reality content has expanded beyond the field of games or applications for entertainment. VR is part of education and training, medicine, business, banking, and, actually, any kind of work.
This is why an AR and VR content creation platform for non-technical users, like Fectar, is so successful. Companies worldwide want to create their own training and collaborative VR tools, without hiring developers.
“The combination of Ultraleap and Fectar provides people with the right tools they need to develop the best education or training programs – and makes it easy to do so. We already know that enterprise VR programs improve productivity by 32%,” said Matt Tullis, Ultraleap VP of XR. “By making that experience even more natural with hand tracking, Fectar customers can expect to see their VR training ROI increase even further.”
The global VR fitness app FitXR is expanding its horizons through exciting recent collaborations with Pico, a VR company focusing on all-in-one VR technology, and Strava, a tracking physical exercise company. These partnerships aim to offer a more comprehensive and accessible fitness experience to users across the globe.
FitXR Partners With Pico to Reach New Audiences
Demonstrating FitXR’s commitment to making VR fitness available to everyone, the VR fitness app is extending its reach to the UK, EU, and Asian markets through a new partnership with Pico VR headsets. As VR gains mass market appeal, FitXR’s multi-platform offerings will become increasingly desirable.
FitXR’s offers a myriad of workout options in a single app. Earlier this year, FitXR launched Sculpt, a workout suite inspired by isometric strength training, and Combat, a workout suite influenced by various martial arts. These two new training alternatives expand the VR fitness app’s current suite of workout options, which include HIIT, Dancing, and Box. FitXR emphasizes its mission to create the most diversified training experiences in the metaverse through this expansion.
FitXR is now broadening its reach by introducing its at-home virtual fitness experience to Pico headsets. Now Pico headset users can enjoy participating in multiplayer workouts for some friendly competition or choose to work out individually when they prefer to control their speed.
New users can experience fresh music, diverse classes, and innovative workout styles as the VR fitness app consistently introduces updates. And individuals who install FitXR on their Pico 4 or Pico Neo 3 Link headset can take advantage of a 30-day free membership until the end of April.
New Partnerships Aim for a Fun, Consistent Fitness Journey
Taking fitness to heart, the company’s CEO and co-founder, Sam Cole, commented on the new partnership, stating, “We already offer the most diverse and unique fitness experience, and by expanding to the new Pico headset, we’re furthering our aim to provide this to every person, in every household, in every geography, and on any hardware device.”
Peter Li, Pico’s Head of Gaming Partnerships, emphasized Pico’s dedication to delivering a wide variety of high-quality fitness experiences to its users.“For Pico, launching FitXR as a subscription app on our platform underlines our commitment to bring the widest variety of high-quality and customizable fitness experiences to our customers,” Li said in a press release shared with ARPost.
The collaboration highlights the increasing appetite for amalgamating new tech and gaming to create optimal fitness experiences. FitXR enables clients to visit various fitness studios and tailor their workouts to meet their goals. With fully immersive 3D workout environments, they can enjoy fun, engaging, and result-driven fitness experiences. “We never forget to bring the fun. The fun matters just as much as the results,” said FitXR’s CMO, Lisa Raggiri.
Furthermore, FitXR also collaborated with Olympic Boxing Champion Nicola Adams to launch the “Box Like a Pro” training program, covering boxing basics for all skill levels. Adams aims to promote active lifestyles by demonstrating that fitness can be enjoyable.
FitXR Integrates With Strava for Comprehensive Progress Tracking
Apart from the new partnership with Pico, FitXR has also recently teamed up with Strava, a connected fitness subscription platform. By merging data from both platforms, this partnership aims to provide FitXR users with a more comprehensive view of their exercise journey. The partnership reflects FitXR’s drive to offer a more enriched and inclusive digital experience, allowing users to establish and attain fitness goals more efficiently.
Kelly Cosentino, FitXR’s Fitness Chief, stated that as more and more people aim to manage their health and fitness goals, there is a heightened demand for simple access to crucial data across platforms. “FitXR’s integration with Strava provides our members with a holistic digital solution that easily fits into their lifestyles,” Cosentino said in a press release shared with ARPost. “ The collaboration intends to support individuals of all fitness levels by allowing them to monitor every step, action, and motion in both virtual and real environments.
With the free companion app for FitXR, users can easily send their workout data to Strava after every session. FitXR users can now join Strava’s dynamic community of over 100 million users in 190 nations. Additionally, this partnership allows them to set goals and key milestones, monitor improvement, and share their virtual accomplishments with fellow fitness enthusiasts worldwide.
Pairing a user’s FitXR mobile app with their Strava account is a straightforward task that requires only a few clicks. To initiate the syncing procedure, the user must launch the FitXR app and select the profile icon located at the bottom right-hand corner of the screen. Next, they should proceed by selecting the “Connected Apps” option from the menu and then choose “Strava.” After that, the user will be presented with a prompt to select the types of data they wish to sync with Strava, with the ability to modify their selections later. Once the user completes this quick setup, their workout information will automatically synchronize with Strava after each session.
This strategic collaboration of FitXR with Strava is pushing the company’s goal to offer a customizable virtual health club experience. The enhanced data connectivity will allow FitXR users to maximize the potential of the virtual activities and accompanying apps that encourage them to stay active.
New Partnerships Drive the Demand for a More Holistic VR Fitness Approach
FitXR’s recent partnerships with Pico and Strava highlight the increasing impact of virtual reality technology in the fitness industry and its potential to transform how individuals approach their health and wellness objectives.
By expanding the accessibility of its immersive training programs to a wider range of users, regardless of their hardware preferences, FitXR is reinforcing its dedication to providing a comprehensive and user-friendly digital experience. Consequently, FitXR empowers people of all fitness levels to track their progress more efficiently and stay motivated in their pursuit of a healthier lifestyle.
So, in the past few weeks we have seen big tech, including Meta and Microsoft, announce massive layoffs, mostly to their XR division and at the same time, pivoting towards artificial intelligence and generative content.
Despite the news, this year’s DEAL expo was as busy as ever. Teeming with an array of VR devices, games, contraptions, and a myriad of other VR-related gizmos that filled the halls, it, quite frankly, surpassed expectations.
It’s clear that there’s an appetite for virtual reality and that the VR industry as a whole has no intention of slowing down. Here’s a short rundown of the most interesting things that caught my eye.
Meta4 Interactive
Meta4 Interactive were on the floor showcasing their arena player vs. player battler based on the well-known Transformers IP. I had the chance to battle it out with the CBDO of Meta4, Sylvain Croteau, as well as other members of the team.
They were all great at the game, which might seem obvious since it’s their product after all, but you would be surprised how often management is actually disconnected from their games or brands. It was nice to see that in this case the team is not only up to speed with their products, but also plays Transformers: VR Battle Arena for fun.
The hardware consisted of blue HTC Vive Pros connected to the gaming PCs above. This kept the headsets tethered without me actually feeling the tether as the cables were suspended from above. Also, the game is stationary, as you teleport from platform to platform (not unlike Tower Tag). I dodged bullets and turned in all directions without any issues.
Meta4 Interactive booth
Transformers VR: Battle Arena was originally developed in 2019 but I only had a chance to try it out recently. On their website, Meta4 claims their games run at a 90hz refresh rate, but it felt like less. Perhaps more like 60fps or 45fps with reprojection to 90hz?
The HTC Vive Pros were tethered, so there was no latency but the game did have a peculiar dense, dreamlike aspect to it, which often stems from lower refresh rates. I would gladly play a slightly stripped-down version of the game if it meant running it at 120hz native.
PvP arenas are very engaging thanks to their competitive aspect but it also means they work best for groups of friends, gamers, and people who want to compete and see who’s the best. All in all, I had fun and can’t wait to see what Meta4 has in store next.
VEX Solutions
VEX Solutions showcased two turnkey solutions side by side. The first one, “VEX Adventure,” offered a more comprehensive LBE-type experience with a motorized floor, wind and heat, onboarding, and full cooperative plot-driven gameplay. The other one, “VEX Arena,” is a lighter, less premium version, aimed at higher throughput.
VEX Arena (front) and VEX Adventure (back)
Both setups used haptic vests but otherwise, the hardware differed significantly. VR Arena used a Vive Focus 3, while the more premium VR Adventure opted for some kind of hybrid setup. It looked like Pico Neo 3, combined with SteamVR tracking, hand tracking, and Pico 3 controllers that were mounted into the guns. A true patchwork of all the different technologies.
Pico Neo 3 together with Vive trackers, hand tracking, and Pico 3 controllers
The VEX representative declined to discuss hardware aspects, which I can understand. When it works, it works. However, having a multitude of varying components increases the number of potential failure points, which is not desirable. To that end, their other less premium offering, VR Arena, seemed a bit more manageable, but again I didn’t have the chance to ask about any specifics.
WARPOINT
For those looking to get into VR arenas on the cheap, WARPOINT had their own super basic solution. All it requires is 10 Meta Quest 2 headsets and a tablet. This must be the most affordable turnkey solution I saw at DEAL 2023. You could even forgo buying brand-new headsets and instead opt for second-hand ones to lower the costs even further.
WARPOINT: Meta Quest 2s equipped with power banks are waiting their turn
All the Meta Quests operate in standalone mode using software developed by WARPOINT themselves. All the modes and maps are designed for PvP combat and marketed as a form of e-sport.
WARPOINT booth in action
Moviemex3D
Moving on, I encountered Moviemex3D. It’s a company that specializes in VR movies and VR simulators, but they also offer an arena experience called VR Labyrinth. It’s a popup box that features redirected walking, gaming elements, and even some motorized rumble effects.
Yours truly, stepping onto a VR elevator (with rumble effects)
If you ever tried TraVRsal or Tea For God, you will know what the deal is. Even if the pop-up box looks small, the VR game area is much larger thanks to redirected walking, elevators, and so on. Expect traps, action, and shooting. Overall it’s a fun single-player experience.
From a hardware perspective, Moviemex3D used a Pico Neo 3 headset streaming from a PCVR computer. It’s not a bad solution but again, just like with the Transformers VR, I felt like the game wasn’t running at high enough refresh rates, making the entire experience feel heavy and dreamlike.
FuninVR
FuninVR had this pretty, eye-catching centerpiece.
UFO-shaped VR simulator (FuninVR)
It’s a massive UFO-shaped VR simulator. Not exactly a VR arena, but I had to try it out. The team was running a variety of experiences. People before me tried some kind of moon landing. In my case, it was a fantasy-themed rollercoaster.
Unfortunately, the VR simulator was out of sync with the roller coaster animation. Sometimes the track would turn left but the UFO didn’t – forcing me to either turn my head 90 degrees or face the walls. This left many participants nauseous.
There were also other questionable elements, like sudden impacts that made the roller coaster stop in place — basically, it’s like the developers deliberately broke every established rule on what not to do. I have strong VR legs, but still felt queasy.
Each participant had buttons on each side of the seat, which we used to shoot enemies, dragons, and other baddies. Aiming was done with head-tracking and it was a fun interactive element that I enjoyed, even if the shooting was only done for theatrical purposes — we were all running separate instances of the roller-coaster animation and there was no way to stop the simulator from progressing further.
Perhaps it would be better if I had tried the moon landing demo because, unfortunately, the roller-coaster had too many sync and motion issues to be enjoyable.
Hero Zone VR
One last turnkey VR solution worth mentioning is Hero Zone VR. It’s another fully standalone arena experience, this time running on a Vive Focus 3. This allowed the developers to take advantage of the headset’s larger resolution and higher-clocked XR2+ chipset.
Participants getting ready to try out Hero Zone VR
There was a queue of people waiting to try out Hero Zone VR, so I didn’t get the chance to try it myself, but it looked like there was a selection of both cooperative and PvP games. I spoke briefly to one of the team members and he seemed to be quite proud of what they managed to achieve by going full standalone.
No Beat Saber?
There were also a lot of usual suspects: VR cabinets, VR kiosks, and VR arcades. Notably, Beat Saber was nowhere to be found. I wonder if it became too expensive to license or perhaps it has lost a bit of its novelty value. Instead, Synth Riders came in to fill the void, along with other fast-paced games like Zombieland VR.
Synth Riders. By all accounts a great rhythm game.
One arcade cabinet I really enjoyed was VR Shotgun by VR 360 Action. You step into a minigun cart and it’s basically laser shooting reinvented. Spooks and baddies come from left and right and you just have to blast away.
VR Shotgun by VR 360 Action
The minigun prop felt heavy and it had some nice haptic feedback to it. I was also happy with the decision to use the HP Reverb G2 headset, which still presents a very high bar when it comes to clarity and resolution. The game was running buttery smooth. Of course, the gameplay was pretty unsophisticated and there was no locomotion (it would be nice to have some kind of on-rails movement to break the mold), but VR Shotgun did make me wish all the arena and LBE software would have this level of visual comfort and fluidity.
Summary and Takeaways
So, what are my main takeaways from this year’s DEAL?
» Even if the early days are behind us, we’re still in the days of rapid innovation and prototyping. This makes it hard for VR arcades and arenas to keep up. I saw almost every kind of headset this year, from the oldest Oculus Rift CV1s, through Vive Pro, Windows Mixed Reality, Quest 2, Pico 4, and Vive Focus 3, running standalone, streaming, and wired.
» Meta presence in the amusement and entertainment sector could be stronger. Despite spending egregious amounts, most of the money went towards metaverse and mixed reality — both of which do not gel very well with the arcade environment. The Quest Pro was nowhere to be seen but maybe because it’s such a fresh headset.
» Virtual reality is becoming more and more normalized. At least 30-40% of the booths were virtual reality oriented. With everyone around wearing and trying headsets, people have stopped feeling insecure about how they look with a headset on and instead enjoy their experiences, treating VR like any other tech.
Have fun and keep on rocking in the virtual world!
About the Guest Author(s)
Mat Pawluczuk
Mat Pawluczuk is an XR / VR writer and content creator.
Nreal Air is largely a virtual screen viewer. While it does have native apps designed for AR, it becomes a lot more versatile when displaying content from a tethered device like a mobile phone or game console. Nebula, the app that allows these features, will also now be available for Windows computers.
Changes Coming to Nreal’s Nebula Ecosystem
The job of Nebula is to “project 2D content into an interactive 3D space.” To get much use out of the company’s AR glasses like Nreal Air, you need to have Nebula installed on the device. The glasses launched with support for the Android operating system and subsequent updates brought compatibility to Mac and a number of game consoles.
A recent release from the company confirms that Nebula is coming to Windows. The Windows version of Nebula also comes with enhanced tracking, an optimized aspect ratio, and a curved virtual screen. The 3DoF tracking was specifically touted for helping gamers playing simulation-type games.
A Boon for Gaming (and Maybe Productivity)
As of this writing, the Windows version of the Nebula app is not yet available and no rollout date was included in the release shared with ARPost. Still, the announcement brings some excitement both in productivity and gaming applications.
PC Gaming on a Virtual Screen
The main drive of the update, according to the release, was to catch PC gamers. A recent user survey found that console gaming is the second highest use case just behind streaming media.
“We are thrilled to see the growing popularity of Nreal Air among the gaming community, and we are committed to providing gamers with the best possible experience,” co-founder Peng Jin said. “As the gaming industry continues to evolve, we believe that Nebula for Windows is a game-changer for the desktop gaming market.”
I don’t always game, but when I do I use a Windows PC. Many a time I’ve resorted to connecting my laptop to a TV via an HDMI cable to get a bigger screen. Having used Nreal Air for watching videos online, I can definitely see the draw that the giant virtual screen can have for gaming.
Multiple Virtual Screens for Productivity
The third leading use case is productivity. Even though this was downplayed in the release, it’s something that I’m excited to try out.
In my review of the Nreal Air I said that reading fine text in the glasses was still a bit of a chore. However, with the changes to screen aspect and other updates to the Windows version of Nebula, I’d be willing to revisit the glasses for productivity. Being able to glance back and forth between multiple screens instead of opening and closing tabs on my laptop would be great.
Any Day Now
The only thing not to like about the announcement is the lack of a release date. I’m still a little skeptical of how conducive Nreal Air can be to productivity tasks like writing but one way or another this opens up a significant market for these already popular AR glasses.
Spatial started out as an enterprise remote collaboration solution. Then, it changed lanes to offer virtual worlds for consumer social uses. Now, it could become an immersive gaming platform. At least, in part.
A Look at the Toolkit
The new “Spatial Creator Toolkit” is a Unity-powered interface that allows users to create custom avatars, items, and “quests.” The quests can be “games and immersive stories” as well as “interactive exhibitions” according to a release shared with ARPost.
“This evolution to gamified and interactive co-experiences is a natural expansion for the platform and the internet,” said Jinha Lee, CPO and co-founder. “With more than 1 million registered creators on the platform today, and almost 2 million worlds, we are committed to empowering all creators.”
The toolkit also features advanced tools for linking virtual worlds together. All of it is powered by visual scripting as opposed to conventional coding. The company said that this allows “zero learning curve and instant scalability.” During a closed alpha phase that began in December, companies with advanced access including Vogue and McDonald’s broke in the toolkit.
Spatial’s Room to Grow
According to the release, the company hopes to become the YouTube of 3D games. “As Adobe is for 2D video, Unity is the software unlocking 3D games and the new medium of the internet. Spatial is like the YouTube for these games, enabling instant publishing to the mass market,” said CEO and co-founder of Spatial, Anand Agarawala. “Anyone can build, the key is unlocking the capabilities to allow the magic to happen.”
Considering plans for a creator marketplace by the end of the year, the new business model is also similar to platforms like Roblox. That platform is a flagship of the gaming creator economy but has so far stayed away from NFTs.
Having fully embraced NFTs, along with other Web3 building blocks like cross-platform avatar compatibility through Ready Player Me, Spatial has a lot of opportunities and tools at its disposal that platforms like Roblox don’t. These include partnerships in the larger Web3 community, and at least some level of interoperability with other immersive platforms.
In short, we still have to see where this direction takes the company. But, it looks like calling the platform a “YouTube” or a “Roblox” might be selling it short. Both of those are massive creator-driven online marketplaces and communities, but both of them are limited by their own walls and that might not be true of this new side of Spatial.
Let’s See How Far it Goes
Skepticism about what may seem like another blockchain game drive is understandable. However, blockchain games that have let users down in the past were largely trying to shill their own products with questionable infrastructure. Spatial is a proven company with an open ecosystem that has nothing to gain by anyone losing. This should be fun.
