Event professionals have been hearing about the coming Virtual Reality wave for years now, but buzzwords and industry jargon can often obscure the facts. What’s this tech all about, and how can your brand leverage it for live experiences, engagement and training?

With 30 years experience putting cutting edge event tech to work for our clients, CPG flew to sunny Hollywood, CA, to find out at…

The Unity AR/VR Vision Summit 2017

THE PLATFORM: UNITY


Unity is a gaming engine (think PokemonGo!) that has quickly become the platform for VR and AR.

  • Free
  • Strong asset and talent marketplaces
  • Widely available VR source code
  • Code one experience and publish to every device: Oculus, Vive, Daydream, Microsoft, PS4, etc.

CREATIVE DRIVES VR

Different devices mix competing strategies and approaches:

  • mobile vs. PC-driven
  • stationary vs. room-scale
  • controllers vs. hand tracking
  • virtual vs. augmented reality

Choice of device is ultimately driven by what kind of experience you want to create.

BRANDS & EXPERIENCES

So what are industry leaders and innovators doing, particularly in the live events and engagement space?

  • Production-quality 3D models of all autos serve as a digital showroom
  • Room-scale experience with tracking cameras, free range of motion
  • Driven by HTC Vive + PC

  • Facebook Spaces: online social presence in VR lets you hang out with friends anywhere
  • Driven by mobile and web VR
  • AI scans profile pics to create your avatar

  • Live, multi-player, room-scale “racketball”
  • Players are filmed against a greenscreen & superimposed w/ VR experience on second screen (think Jumbotron)
  • Expands live engagement beyond participants
  • Future e-sports XR applications are enormous

  • Pros: cheap, portable, uses consumer smartphones or new standalone headsets
  • Cons: battery life, overheating, limited graphics, swivel chairs
  • Limited for now, but probably the future – hardware needs to be untethered long-term

  • 360-degree video tech advances – now a Unity focus
  • Incorporate 3D models and outside assets into 360 video
  • Add locomotion, gamification & scene progression into formerly passive 360 video experiences

  • NFL Immersed web series explores the league up close and in person with 360 video
  • Live 360 sideline and aerial broadcasts coming soon

  • 360-degree video tech advances – now a Unity focus
  • Incorporate 3D models and outside assets into 360 video
  • Add locomotion, gamification & scene progression into formerly passive 360 video experiences

  • Self-contained wireless 3D computer – no cords!
  • Mixed Reality tech analyzes and lets applications interact with your world
  • Huge engagement and training potential, but the hardware still needs to mature

VR LIVE: BEST PRACTICES

  • Station staffing and training is critical
  • Staff should coach new XR users prior to the experience
  • Safety first!
  • Go portable with mobile VR or go higher-end with room-scale hardware and experiences
  • Make it reusable! No event-specific branding

THE UPSIDE: YOUR USE CASE

  • XR for live events and engagement is an Actual Thing Right Now™
  • What experiences can we imagine for our clients and their people?
  • With the right brand and the right budget, there is no limit to what we could help create

OPPORTUNITIES

  • Understand and embrace innovative, transformative technology
  • Participate in and help define a new market
  • Become experts before the wave truly breaks

We at CPG are busy tinkering and prototyping around this exciting new technology. Is your brand or organization leveraging VR? Get in touch with us, and let’s see what we can create together.

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