Calling all AR/VR content creators: take the new State of the AR/VR Survey (and win up to $1,000 USD in cash, Unity subscription plan, and more!)

New State of AR/VR survey is live now!

Our mission is simple - help the world understand what AR and VR creators need to take their creations to the next level.

-What tools are you using to build your reality-bending apps and games?

-Which technologies work best for you?

Answer the survey questions, shape the ecosystem and win cool prizes!

Here’s what we have prepared for you:

• NEW virtual goody bag: Everyone who completes the survey gets instant access to resources, data, discounts and more surprises. It’s free and it’s yours to help you plan your next move.

• Premium prize draws every week: Take the survey for a chance to wi

• Cash rewards if you spread the word: Join our referral program to share the survey with other creators and win up to $1,000 USD in cash.

• Make an impact: Every participation counts! We will donate up to $1,700 to the donation program of your choice.

Don’t miss out on your chance to impact on the world of AR/VR tools!

From Gamification to the Metaverse: 7 New Ways to Engage Your Audiences

“Work hard, play hard,” the age-old adage goes. But what if you could do both at the same time? That’s precisely what businesses are doing in 2023. Recent years have forever changed the world of games and the role of game makers. Today, the video game industry is larger than ever before, and gaming talent is in demand across all industries.

From healthcare to hospitality and beyond, companies are leveraging the power of games to engage their audiences. Gamification. Motivational design. Edutainment. You might not have heard these words before, but the odds are you’ve experienced them in action. Each is defined by the act of applying gameplay elements to other activities, such as marketing, ecommerce or education.

Before anyone could ever experience virtual reality, gamification strategies were rising in popularity. Today, gaming expertise has gone from ‘rare niche’ to ‘common need.’ Here are seven ways the most future-focused brands are tapping into gaming to engage their audience:

1. Market within the metaverse.

There is no metaverse without game designers, developers, and engineers. This digital replica of our world is being built by many of the same minds behind our favorite AAA video games.

From avatar character artists to blockchain engineers, the demand for gaming talent has skyrocketed since the start of the race to create the best extended reality (XR) space. And the metaverse is evolving quicker than companies can hire.

Over the next few years, this revolutionary innovation is predicted to change the way our world works, and market leaders, including Apple, Nike and Coca Cola, are investing in it. According to Bloomberg Analysts, the metaverse will be worth nearly $800 billion by 2024’s end.

2. Immerse audiences in experiences.

The metaverse may be under construction, but immersive shopping experiences, virtual real estate tours, and XR training simulations are already here.

Blurring the lines between the physical and the digital, XR technologies aren’t just for metaverse and game development. From try-on experiences to social media filters, virtual reality (VR), augmented reality (AR), and mixed reality (MR) advancements have endless applications.

Wal-Mart’s Training Academy leverages VR innovations for employee training simulations. The Ford Motor Company’s designers use MR headsets to visually render 3D car models. The Ikea Place App utilizes AR technology to allow users to visualize Ikea furniture in their own homes. And the video game industry’s finest software and hardware experts make it all possible.

3. Make Web3 your secret weapon.

Today’s gamers don’t just play to win; they play to earn. Play-to-earn games allow players to buy, sell, and trade in-game items, using blockchain technologies like crypto-currencies and non-fungible tokens (NFTs).

Blockchain is a system for recording information that makes it difficult to change or hack the data. Game studios adopted the technology early, but it’s good for far more than games alone. The system is at the center of the metaverse and the internet of the future, Web3 or Web 3.0.

Companies like Microsoft, IBM and JP Morgan Chase leverage the technology for digital identity verification, secure data sharing, supply chain management and more. Brands everywhere are exploring possibilities, and blockchain engineers are now among the most in-demand gaming talent within and outside of the video game industry.

4. Turn buying into playing.

Rewards programs are nothing new, but gameful thinking has changed the game. By gamifying customer loyalty programs and promotions, businesses turn purchasing into playing.

The details of every game-like deal are different, but often, the more customers buy, the more they win or the better their chance. Yet, purchases aren’t the only way to earn the badges, stars, points, awards and the free products that so many customers enjoy today.

Programs like Starbucks Rewards include bonus challenges and games that take brand engagement to higher heights, and Starbucks is just one example of many. Spin-to-win games, social media challenges, and iconic competitions like McDonald’s Monopoly have paved the way for a new age of advertising and a renewed need for gaming expertise.

5. Make games instead of ads.

Gone are the days of passive advertising and billboards. In 2023, experience is king, interactive marketing is everywhere, and branded games or ‘advergames’ are winning customers over.

Experiential marketing installations like Pepsi’s viral interactive soda machine have boosted brand awareness for years, but gaming experts have taken experiences to another level. ‘Advergaming’ isn’t gamifying existing customer activities; it’s building entirely new games for the sole purpose of brand promotion.

Lego mobile apps and KFC’s virtual Bucket Hunt aren’t just gamification; they’re legit games, and they’re driving real results for top brands. 60% of consumers are more likely to buy from a brand if they’ve enjoyed playing a game it created.

6. Design products people can play.

Customers aren’t the only ones you can engage through gamification. Gameful thinking can make learning fun and transform performing into winning.

Innovative educators are re-evaluating how teaching is done, and the benefits of their models extend beyond the school system and into the workplace. Brands like EY, Salesforce and IBM are putting gameful approaches to onboarding, team training and employee incentives into action.

New apps and platforms emerge each year to help employees expand their skill sets, track their progress and earn rewards for achieving their goals. According to numerous studies, the results are increased employee satisfaction, engagement, and performance.

7. Gamify work to incentivize wins.

Some games aren’t for marketing, education or entertainment. Businesses everywhere are incorporating game mechanics into products and services that you’d never imagine.

Wearable fitness trackers. Financial savings apps. Smart home devices that gamify household tasks. Imagine a dishwasher that turns loading and unloading dishes into a game that awards you points for efficiency. By introducing rewards, levels and challenges, these products turn everyday tasks into engaging experiences.

Brands like FitBit or DishMaster certainly aren’t video game studios, but their products are games in their own respect. And not unlike AAA video games, gameful products are the work of game designers.

Today’s game design is tomorrow’s design.

The meaning of ‘games’ has changed; gameplay is no longer reserved for entertainment alone, and the need for gaming talent has grown far beyond the gaming industry.

As the metaverse evolves, we can expect to see the demand for gaming experts continue to expand. Whether it’s through interactive promotions, immersive experiences, or innovative products, games have an undeniable ability to engage and motivate audiences in new ways.

Today, most businesses have only begun to scratch the surface of the possibilities. Tomorrow, people will no longer need to decide between ‘work’ and ‘play’ because the two will be viewed as the same. Until then, ask yourself: What could game makers do for you?

About Onward Play:

Onward Play connects companies and game studios with the talent to take gaming to the next level, push the limits of web3 technologies, and bring immersive experiences to life.  

Onward Play is a division of Onward Search, a specialized workforce solutions company that empowers creative excellence, brand engagement and digital innovation.

Contact:

Kim Shatzer
Senior Vice President, Delivery
Kim@OnwardPlay.com

The Role of Frontier Technologies in the Future of AR

Alexander Belugin, Chief Product Officer, at XPANCEO (builds a smart contract lens with seamless AR experience) delves into barriers for AR headsets  to become mainstream devices and how technology and science those limitations.

The Role of Frontier Technologies in the Future of AR

There was a remarkable interview with Display expert Karl Guttag about technical hurdles in developing AR-glasses suitable for the masses.  

We'd like to delve further into this topic and examine it from a different perspective. Suppose AR glasses are merely an intermediate product. How might advancements in engineering and science  aid in the miniaturization of AR devices? Such progress could potentially transform these devices into everyday gadgets, serving as indispensable assistants much like today's smartphones

In this article we will examine the several  major technological  barriers of AR glasses and explore possible pathways for solutions.

Display Technology:

One of the main challenges is the development of a compact display that can superimpose digital images onto the real world without reducing the quality of what the user is seeing. Current AR technologies often struggle to find a balance between creating high-resolution images and keeping the device small and lightweight. Another considerable challenge is a limited FOV. 

Solution

Many of these issues could be resolved simply by changing the form factor. For AR contact lenses, field of view (FOV) is not a problem. In fact, they can always provide a 100% FOV, as the display is located on the central axis of the eye and follows it wherever we look. 

In large headsets, a see-through system based on cameras is implemented, which in itself is bulky, or regular glasses cannot handle bright light, resulting in issues with brightness and contrast. On smart lenses, the image is positioned "in front of" the external light and, with a touch of polarization effect that protects an image from discoloring.  

If the screen is placed on a contact lens, a high pixel density is needed only in the very center, in a zone about 2x2 degrees, because our eyes distinguish details only in this area. Traditional headsets attempt to leverage this aspect of our vision by reducing the rendering quality in areas of the screen where the user isn't looking. In the case of a contact lens, there simply won't be any superfluous pixels, which will also decrease power consumption and computational load. 

Interestingly, it's possible to eliminate approximately 90% of pixels, given how poorly our eyes distinguish details and shades outside the main field of view.  Hiding  90% of pixels will drive significant improvements in data usage and energy consumption.  

Another important aspect is the waveguide. Improvements in waveguide technologies can significantly enhance the display and overall performance of AR devices, playing a critical role in form factor, miniaturization, power efficiency, and battery life. Frontier physics has made it possible to create waveguides from graphene-like 2D and low-dimensional materials. This advancement allows for the construction of a waveguide that is up to 100 times smaller than traditional waveguides (1.7mm) used in current AR devices

Power Consumption & Battery Life: 

AR glasses require a significant amount of power to run, particularly if they include features such as 3D tracking, gesture recognition, or complex visual overlays. Reducing the size of smart glasses will make it even harder to equip it with a suitable battery.

Solution

It is possible to reduce power consumption by a factor of 100 by positioning the screen directly in front of the user's eye. This cuts the pixel brightness requirements several times over, and it's only necessary to maintain pixel density at the center, as mentioned earlier. The entire smart lens consumes less than 0.1 Watt in active mode, while traditional glasses consume between 3 to 10 Watts.

The combination of low power consumption and the need for fast connectivity brings us closer to fulfilling the dream of creating a device that is entirely powered by 5G and 6G networks. Research projects already exist that conceptualize a wireless power grid running on 5G's mm-wave frequencies. 

Another extremely prospective solution is equipping an AR- device with a tiny solar battery made from a new class of materials – perovskites. Perovskites offer significant potential for solar energy harvesting and outperform silicon in terms of production cost. Moreover, perovskite solar cells can be made flexible, which opens up a multitude of possibilities for their use. This includes incorporation into wearable technology or deployment on uneven surfaces.

Connectivity

Let me begin with latency, as it's a critical aspect of all AR and VR systems. Since the human visual system is extremely sensitive to lag, 5 milliseconds of latency or less is required in optical see-through  systems in order to remain unnoticed by the user.

Achieving 2-5 millisecond lag for a seamless AR experience is extremely challenging. To transmit two images with 4K resolution, a stable and wide communication channel is necessary. Traditional connectivity protocols like Bluetooth, Wi-Fi, and UWB, as well as their appropriate chipsets, are not suitable for further miniaturization of glasses. This is because these protocols were not designed for low lag, small data sizes, and ultra-low power consumption. However, using these protocols can result in lag and other issues that diminish the AR experience. On the other hand, standalone AR glasses require more power and larger processors, which makes miniaturization more challenging.

Solution

To address the challenge of miniaturization, reducing power consumption, and achieving a lag of 2-5 milliseconds required for augmented reality operation, the industry will need to adopt a new protocol. 

Another challenge is the size of the antenna, which is quite significant in size. A potential solution is to develop transparent antennas made of atomically thin gold or copper, with sizes around 5-20 nanometers. These materials maintain high conductivity, while the antenna becomes invisible to the human eye. Additionally, the reduced pixel count allows for a 10-fold reduction in data transmission channel bandwidth requirements. 

In a nutshell, we observe how the progress of AR devices simultaneously depends on and drives the most advanced engineering and scientific directions. Yes, it will be a long journey, but that makes it all the more interesting. Right before our eyes, a completely new class of devices is emerging, which will change the usual ways we live and work. It's wonderful to witness this development

If you are interested in learning more about breakthrough technologies that drive XR industry, please contact: dragon@xpanceo.com

EducationXR is an innovative platform that combines VR/AR technologies with educational content

EducationXR is an innovative platform that combines virtual reality (VR) and augmented reality (AR) technologies with educational content. It aims to enhance the learning experience by providing students with immersive and interactive educational environments.

Key features of EducationXR include:

• Virtual field trips: Students can explore different places and environments from the comfort of their classrooms, allowing for a more engaging learning experience.

• Interactive simulations: EducationXR offers simulations that allow students to practice real-life scenarios, improving their understanding and problem-solving skills.

• 3D models and visualizations: Complex concepts can be visualized in three dimensions, making them easier to understand and grasp.

• Collaborative learning: The platform facilitates collaboration among students, allowing them to learn from each other and work together in shared virtual spaces.

EducationXR aims to make learning more exciting and accessible, and its immersive technology has the potential to revolutionize education by offering new ways of engaging with educational content.

For more information, you can visit educationxr.com or email cory@heizenrader.com

Uvisan offers UV-C disinfection services for VR/AR equipment and rooms

Uvisan uvisan.com offers UV-C disinfection services for rooms and equipment, using the power of UV-C light to effectively kill 99.99% of all viruses and bacteria.

No chemicals, heat, or liquid are needed for this process, making it a safer option for protecting customers, staff, and stakeholders. Uvisan offers a range of UV-C cabinets for versatile and rapid disinfection in just two minutes, as well as a Cleanroom solution that enables rapid surface and air disinfection in just 10 minutes.

For more info, email david.cartwright@uvisan.com

VRARA Retailer’s Playbook for AR and VR in 2023 (download)

Download publication

VRARA Retail Retailers Playbook 2023

(and participate in our annual Retail Forum 2023 on Aug 31!)

VR/AR Association White Paper

The Retailer’s Playbook for AR and VR in 2023

Stores, e-commerce, Web3, AI/ML, and beyond

By the VRARA Retail Committee

VRARA Retail Co-Chairs

Sonia Schechter, 3D Cloud by Marxent

Sarah Ennis, Intergalactic Agency

VRARA Retail Working Group Contributors

Ben Feld, Niantic

Lucky Gobindram, CemtrexXR

Vanessa Mullin, Agora

Aditya Mani, YOLOgram Style

Hassaan Iftikhar, Aequilibrium

Navjeet Chhina, Genius Ventures Inc

Jessi Sparks, Magnetic Mobile

Delz Erinle, Astraverse

Michael Potts, Polycount

Rachel Fischbein, Fashion Incubator San Francisco

Oktay Kesebi

Foreword: Unlocking the potential of AR, VR, and Web3 in retail

Beck Besecker, Founder & CEO, 3D Cloud by Marxent

It used to be relatively easy to test new retail tech concepts. Back in 1999, I worked for a datadriven couponing company. We conducted a simple experiment by having my team stand next to products in convenience stores and hand out coupons as shoppers passed by. Looking back, that experiment seems ultra-simple when compared to testing the current class of retail technologies.

But the good news is that testing new ideas doesn’t have to be complicated. The potential of today’s cutting-edge technologies—Augmented Reality (AR), Virtual Reality (VR), and Web3—is crystal clear, and there are accessible methods for quickly testing ideas. This is good news because consumers want to shop with these technologies.

According to a recent Harris Poll/Footwear News survey conducted in March 2023, 69 percent of online shoppers in the United States expressed their interest in using an FDA-cleared AR scanning app to try on apparel and footwear purchases.

Furthermore, approximately 62 percent of shoppers revealed their willingness to use smartphone scanning to determine the correct sizes for their apparel and footwear purchases. But the applications of AR continue beyond virtual try-on.

Our own data shows a staggering 300 percent increase in conversion rates when shoppers utilize the “View in Room” AR feature while shopping for furniture. Retailers across various categories are testing other applications, ranging from Snap lenses to in-store virtual mirrors.

While testing AR, VR, and Web3 may seem more complex than my in-store couponing test, they are well within the reach of retailers eager to evolve their strategies and embrace technologies that resonate with millennials and future generations. These emerging tools offer the ability to enhance the customer experience, drive operational efficiencies, and unlock previously unimaginable levels of engagement.

Retailers today have only begun to scratch the surface of what these transformative technologies can offer. They possess the power to redefine how businesses interact with customers, presenting exciting possibilities for innovation and growth. Now is the time to seize this opportunity, educate yourselves, build confidence, and test your ideas for utilizing AR and VR.

In this ebook, a group of early developers of retail technologies will serve as your guides on this journey. Our goal is to demystify these technologies, making them more accessible and easier to understand. We aim to empower retailers to explore and harness the immense potential of AR, VR, and Web3 in their own unique ways.

Drawing from our collective experiences and insights gained from numerous retail deployments, we have witnessed firsthand the immense impact these technologies can have. We have seen customers transported to virtual showrooms, engaging with products in ways previously only possible in dreams. We have witnessed shoppers trying on virtual garments, enabling them to visualize and personalize their style like never before. The power of AR in enhancing the in-store experience is undeniable, seamlessly blending the physical and digital worlds to create captivating environments that capture shoppers’ imagination.

Consider this ebook your trusted resource and compass as you embark on your exploration of AR, VR, and Web3. We will delve into the fundamentals, provide practical implementation advice, and showcase inspiring examples that illustrate the transformative power of these technologies. Our aim is to ignite your imagination and spark ideas for your own retail revolution.

It’s time to break free from the constraints of the past and embrace the boundless potential of the future. Together, let’s unlock the door to a new era of retail where AR, VR, and Web3 revolutionize the industry and make the shopping experience better for all.

Also, download our VRARA Retailer's Playbook for the Metaverse: e-commerce in Virtual Space using Web3, VR/AR, NFT

Participate in our annual Retail Forum 2023 on Aug 31!

How to Use VR for Healthcare, Education, Storytelling, New Workspaces

VRARA Member WarpVR shared with us how their customers use VR training and what impact they are getting from it. Follow the links below to see the newly published stories from CERONAV, OWNIT, and VR Bieb:

• How CERONAV improves maritime training with virtual reality

• How OWNIT. improves soft skills with immersive training on demand

• How VR Bieb improves healthcare education with immersive learning

Plutomen Technologies offers a platform for frontline operations & smartglasses

Plutomen Technologies pluto-men.com is a company that offers a frontline operations platform. This platform aims to improve the knowledge and capabilities of frontline workers by providing them with immediate assistance, work instructions, and training from top experts.

Plutomen's frontline operations platform allows for remote procedures, including communication, troubleshooting, inspection, commissioning, training, and reporting. By leveraging this platform, industrial enterprises can eliminate unplanned downtime, bridge the skill gap, and enhance workers' productivity.

The company also emphasizes the importance of digital connectivity and the potential of Industry 4.0 technologies. Plutomen offers solutions that can be easily integrated and deployed across service value chains, from industry 4.0 to customer service. These solutions can be used with industry-graded smart AR/VR wearables for seamless operations.

The goal of Plutomen is to empower frontline workers and make them job-ready. Their suite consists of three different solutions that aim to bridge the knowledge gap, especially for workers who are dispersed or lack access to proper training and support.

If you have any specific questions or require further information email keyur@pluto-men.com

Third Academy (a Web3 educational collective and career launchpad) joins VR/AR Association

Third Academy is a Web3 educational collective and career launchpad. It offers courses that are designed to onboard the next generation of professionals in Web3. These courses are open to all, as Third Academy believes that everyone's input and experience are needed to fix the mistakes of the past and build a new iteration of the Web. Their instructors are pioneers and early adopters in the field of Web3, who develop technologies, business models, and creative applications that are reshaping the future.

If you're interested in exploring the courses offered by Third Academy, you can visit their website at https://www.third.academy/courses2 or contact mike@third.academy

1249 people from 61 countries joined our Healthcare Forum 2023. See the top speakers and sessions.

Get ready for more healthcare innovations at our Immerse Global Summit in Orlando!

The VRARA Healthcare Forum Provided a Platform for Revolutionizing Healthcare Through Virtual and Augmented Reality

The VR/AR Association (VRARA) hosted it's annual Healthcare Forum, a virtual event comprised of health tech pioneers, industry experts, and healthcare professionals that are dedicated to advancing healthcare through the use of Virtual and Augmented Reality technologies, digital health, medical, and AI.

Our Forum 2023 had 45+ speakers and 1240+ attendees from Microsoft, Bloomberg, Magic Leap, Tel Aviv Medical Center, Merck, Thermo Fisher, Harvard, Edwards, MIT, NYU, CAE, Sony, Intel, Nebraska Medicine, Global Center for Health Security, NYC Health + Hospitals, Meta, Elsevier, Pfizer, National Institutes of Health (NIH), Mayo Clinic, SSM Health, PICO.

Top Speakers, Sessions included:

• VR/AR & AI Technology in Healthcare - With Super Powers come greater Responsibilities - Rafael Grossmann, Surgeon, MD

• How VR/AR and Generative AI will Impact the Future of Healthcare (panel) with Doug Hohulin, Harvey Castro Author of ChatGPT and Healthcare, and Denise Meade, Microsoft

• VR/AR in Healthcare: How to Scale Successful VR/AR Training Programs by David Burch, ArborXR

• TAMP Doctor Innovators (panel) with David Hall, CEO, TAMP and TAMP doctors from around the world

VRARA Healthcare Forum provided the healthcare industry with a unique opportunity to explore the benefits and applications of VR/AR technologies. These technologies offer innovative and immersive experiences that promote patient engagement, accelerate clinical trials, and enhance healthcare outcomes.

How VR and AR Technologies are Revolutionizing Healthcare

VR/AR technologies have brought about a myriad of changes in the healthcare industry. Some of the exciting ways the VR and AR technologies have revolutionized healthcare include:

1. Training Healthcare Professionals

VR and AR technologies offer a safe and immersive environment for training healthcare professionals. These technologies provide them the opportunity to hone their skills and practice managing complex medical scenarios in a realistic environment.

2. Enhanced Patient Experience

The immersive experience that VR provides can promote relaxation, reduce anxiety, and aid the rehabilitation of patients. AR technology can help provide patients with interactive and visual aids for better communication and understanding of their medical conditions.

3. Virtual Consultations and Checkups

VR and AR technologies are already being used for virtual consultations and checkups by healthcare providers. This technology enables physicians to conduct remote consultations and checkups with patients in different locations, thus reducing the time and cost associated with travel.

4. Improved Clinical Trials

Clinical trials are an integral part of developing new drugs and treatments for various medical conditions. VR and AR technologies have revolutionized this process by making it possible to conduct realistic and safe simulations using virtual patients, significantly reducing the time and costs of clinical trials.

The VRARA Healthcare Forum: A Platform for Revolutionizing Healthcare

The VRARA Healthcare Forum provided healthcare professionals, researchers, and industry experts with a platform to share their knowledge and insights on the use of VR and AR technologies in healthcare.

This forum brought together healthcare professionals, technology experts, and researchers from around the world to explore the vast potential of virtual and augmented reality technologies in healthcare.

By participating in the VRARA Healthcare Forum, individuals and organizations were able to:

• Connect with like-minded individuals and organizations committed to advancing healthcare through VR and AR technologies.

• Learn and share insights into the latest trends and developments in VR and AR technologies and how they apply to healthcare.

• Access informative and actionable resources that support the application of VR and AR technologies in healthcare.

In conclusion, the VRARA Healthcare Forum was an invaluable opportunity for healthcare professionals, researchers, and industry experts to explore the potential of VR and AR technologies in healthcare. The forum offered a platform for individuals to share their knowledge, connect with like-minded individuals and organizations, and advance healthcare.

Thank you to our forum Sponsors!

Get ready for more healthcare innovations at our Immerse Global Summit in Orlando!

Banuba and Agora Forge a Deeper Partnership

Banuba, a leading player in the augmented reality industry, is strengthening its collaboration with Agora, a global frontrunner in Real-Time Engagement Platform-as-a-Service (PaaS). The partnership is reaching new heights with the launch of updated extensions for iOS, Android, and Web platforms, enabling both companies to advance their cooperation. Agora will oversee the seamless integration of the plugins, enhancing convenience for their shared clients.

The offerings from Banuba and Agora naturally complement each other.

Synergistic features: Agora SDKs provide robust video calling capabilities, while Banuba's Face AR SDK enriches the experience with virtual backgrounds, AI face touch-up, AR filters, and other essential functionalities.

Accelerated development: The primary advantage of SDKs lies in their ability to significantly reduce time-to-market. By combining the power of these two SDKs, developers can incorporate even more valuable features in a fraction of the time it would take to build them from scratch.

Seamless integration: Integrating two SDKs within the same product necessitates smooth interoperability between them and the core application. Achieving such harmony often requires extensive time and effort. However, Banuba's extensions are designed to seamlessly integrate with Agora's products, requiring just a few lines of code and minimal testing.

Banuba and Agora, collaborating since 2019, have formed a mutually beneficial partnership that has greatly served our shared clientele. We have expanded the coverage of our SDK platform in conjunction with Agora, enabling our customers to deliver captivating augmented reality (AR) features to their end users across an extensive range of platforms and devices.

About Banuba

With a successful track record spanning over 7 years, Banuba is a leading augmented reality company that has pioneered technologies such as face tracking, virtual try-on, and virtual background solutions. Their offerings include online try-on solutions for various products like makeup, headwear, jewelry, glasses, and more. Additionally, we provide a comprehensive Face filters SDK and Video Editor SDK, offering pre-built modules for applying effects and editing videos.

About Agora

Headquartered in Santa Clara, California, Agora stands as a trailblazing global leader in Real-Time Engagement Platform-as-a-Service (PaaS). Their core focus is to empower developers by offering simple, flexible, and powerful application programming interfaces (APIs). These APIs enable the seamless integration of real-time voice, video, interactive live-streaming, chat, whiteboard, and artificial intelligence capabilities into applications.

The FBA and BeFootball Forge Educational Partnership

The Football Business Academy (FBA) and BeFootball have entered into an agreement that will see the global leader in football business education and the Spanish immersive and VR Football company collaborate.

“We are delighted to welcome BeFootball into our network. As a tech company dedicated to creating a virtual reality universe for football, we see it as a natural fit for our mission of building the future of football together. The field of football has already been experiencing the influence of the metaverse and immersive technologies, and we are confident that this partnership will bring great value and innovative opportunities to our Candidates and community.”

– Lucia Estevez, Head of Communications, The FBA

“Working with a leading company in education within the football sector is really exciting. We are convinced that this is just the beginning of a long-term cooperation that will enable us to transform fan experiences in football and elevate education by training great professionals ready for the challenges of the present and future.”

– Eduardo M. Vélez, Head of Communications, BeFootball VR

Passionate and ready to demonstrate that elevating the fan experience in football is possible, BeFootball presents itself as a technological company that designs, develops, and markets immersive technologies for the industry.

BeFootball’s vision of creating a new category in the football industry has attracted agreements with entities such as the Estadio Azteca, as well as professional football players as investor partners and brand ambassadors. Prominent names such as Marcos Llorente (Atlético de Madrid), Marco Asensio (Real Madrid), Memo Ochoa (Unione Sportiva Salernitana 1919), and Aitor Ruibal (Real Betis Balompié), among others, have joined them.

The FBA’s Professional Master in Football Business selects Candidates from diverse academic and professional backgrounds who are exposed to real industry knowledge, networking opportunities and practical experience through the 12-months program.

With this mutually beneficial alliance we seek to collaborate on topics of strategic interest that will unlock valuable opportunities for both organisations, ensuring a holistic learning environment for our Master Candidates -future industry professionals- through internships; but also a variety of synergies aligned to BeFootball’s business plan and development strategies while enriching their teams with a high-quality talent pool. In addition, as the newest member of The FBA Family, BeFootball will also benefit from joining our global network with more than 75 Partners from the industry.

ABOUT BE FOOTBALL
BeFootball is a leading technological company, dedicated to the design, development, and commercialization of immersive technologies for the football industry. With headquarters in Spain, Mexico, Qatar, and soon in the United States. Among its products and services, they are creating the digital twin of the Estadio Azteca, unique experiences for various partners, and the world’s first immersive football academy.

Introducing Dual Render Fusion – a new feature of Snapdragon Spaces

Do you have an existing smartphone app?

Have you said to yourself, “wouldn’t it be nice if I could add an AR experience to my app?”

We’d like to introduce you to Dual Render Fusion. This is a new feature of Snapdragon Spaces™ XR Developer Platform to help developers like you seamlessly add headworn AR experiences to existing smartphone applications.

With Dual Render Fusion, the smartphone screen becomes a primary input for your AR application, while AR glasses act as a secondary augmented display.

Here are a few reasons to give Dual Render Fusion a try:

• Extend your 2D mobile app to a 3D spatial experience without creating a new spatial UI.

• Little to no AR knowledge is required, you’ll just add a few extra lines of code.

• Your users will continue to get the simplicity and familiarity of the smartphone touchscreen for input, while leveraging the best of AR.

Intrigued? It’s available for download today.

To get started head to our Snapdragon Spaces portal for our Documentation and other learning resources.

We look forward to experiencing your app enhanced with 3D features.

Regards,

Snapdragon Spaces Team

Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries.

Red 6, Lockheed, KAI Partner for ATARS Fighter Pilot Trainer

Post originally appearing on xrtoday.com by Demund Cureton.

Red 6 and two major defence and aerospace companies have joined forces to develop an ecosystem of augmented reality (AR) trainers and solutions, it was revealed on Tuesday.

Lockheed Martin, Korea Aerospace Industries, and Red 6 formed the partnership to create a tech framework to implement the latter’s Advanced Tactical Augmented Reality System (ATARS).

The new toolkit will integrate into Lockheed Martin’s T-50 fighter jet and Prepar3D software simulation suite. Gaining from previous tech solutions, the latest innovation aims to build further experience and embedded T-50 training programmes.

Red 6’s ATARS solution provides multi-node, all-domain AR technologies for outdoor synthetic training environments.

Pilots using the multi-user trainer can experience flight simulations with bespoke environments, scalable scenarios, and other factors. For trainees, they can tackle combat scenarios repeatedly and on-the-fly, with variable parameters while monitoring progress with key analytics.

Comments on Red 6 Partnership

Daniel Robinson, Founder and Chief Executive, Red 6, said the ATARS system addressed “critical training inefficiencies” for current training platforms.

He added:

“There has never been a training environment in which you can combine virtual assets being visually represented in the real outdoor world, and the opportunity to overlay this training into ground-based training, until now”

Additionally, Aimee Burnett, Vice-President of Business Development for the Integrated Fighter Group, Lockheed Martin, added,

“Our vision is to help our customers leverage emerging technologies to seamlessly and securely connect all assets for joint missions, and enable fast and decisive action. Lockheed Martin has made significant advances in digital engineering and built strategic partnerships that are enabling us to accelerate development across our platforms”

Citing examples, Burnett said that Lockheed aimed to “build advanced 21st Century Security capabilities” to support customer needs. Her firm could achieve this via “continued integration” with Red 6’s training technologies.

Speaking further, she said that Lockheed Martin’s T-50 programme continued to remain in demand globally. Several high-profile clients like the US Air Force (USAF) had leveraged the fighter jet for its trainer programme.

Recently, the USAF launched three near-term training missions for tactical training, tactical fighter surrogate, and adversary air support, among others. The defence firm’s TF-50A, a light attack fighter jet, includes numerous upgrades such as electronic warfare systems, radar, tactical data links, and others.

These meet the USAF’s Air Combat Command requirements. Further plans to collaborate with the US Navy’s trainer programme are ongoing.

Red 6 hopes to expand its collaboration with the Bethesda, Maryland-based firm’s family of fighter jets, including the F-16, F-22, and its latest innovation, the F-35.

Red 6 Trains in Santa Monica

The news comes after the Orlando, Florida-based enterprise announced in June last year it had completed successful test of its jet fighter trainer.

Using artificial intelligence (AI) and AR content, the training platform allows pilots to train with virtual combatants in real-time and with analytical performance monitoring.

At the time, Red 6 showcased the trainer with Berkut 540 fighter jets at Santa Monica Airport. Furthermore, it leveraged its Combined Augmented Reality Battlespace Operation Network (CARBON) to provide simultaneous interactivity with RT3D assets.

According to reports, Red 6 aims to test its AR and AI-fuelled dogfighting capabilities next year.

Robinson on Training Future Fighter Pilots

The news comes after the United Kingdom’s Royal Air Force (RAF) also aimed to leverage Red 6 tools to empower the British fighting force.

Speaking to the Express, Robinson, a former Tornado pilot and the first foreign national to fly the F-22 Raptor, urged the RAF to explore “readiness, lethality, and training” against “peer adversaries.”

He said at the time: “We don’t want to go anywhere near a conflict right? But we need to be credible and to be credible, we need to be lethal. We need to train and we need to train rather than every single day at scale.”

One reason for developing his company was to address shortfalls in training at scale, pilot fighter shortages, and lack of fighter pilots.

Red 6 Fighter Jets Train at the ARCADE

Additionally, Red 6 inked a massive deal with Boeing in September last year to boost its ATARS training platform. Boeing will integrate ATARS on its next-generation T-7 and F-15EX aircraft for the partnership.

Pilots can use the solution to train with unmanned aircraft and simulated threats in real-time. Also, training modules can incorporate numerous simulated protocols, including manoeuvres, refuelling, engaging targets, and others.

At the time Robinson said: “Readiness and lethality are critical if our warfighters are to prevail against peer adversaries. Boeing’s next-generation platforms will be the first aircraft in the world that are capable of entering our augmented reality training environment.”

To track performance metrics, Red 6 will offer its AR Command and Analytic Data Environment (ARCADE) for Boeing environments. This allows instructors to debrief, plan, and analyse pilot performance with recorded metrics.

Actionable insights with AR/VR attention data

Key industry insights provided by VRARA Member CORTEXR.

Spatial tracking reveals actionable insights to optimise AR/VR projects

Understanding the specific areas of an AR or VR experience which get the most attention is essential insight for XR companies and their clients. Are people spending time viewing the areas you expect them to, which areas do they look at first (versus last) and does this support your business objectives? Analysing freeform behaviour with 3D spatial content doesn’t always follow the UX/UI design when an AR/VR experience is released into the wild. Human behaviour in 6DOF spatial environments is often unpredictable and surprising so CORTEXR spatial tracking surfaces actionable attention insights to optimise the success of AR and VR projects.

Attention heatmaps deliver a complete picture of AR/VR user behaviour

Attention area heatmaps shows the time spent viewing specific areas of a scene or object (including individual objects tracked within a scene). Attention priority heatmaps track the sequence of attention across scenes and objects to measure the order that people viewed different areas. CORTEXR attention metrics add invaluable insight to existing data on total session/dwell time and clicks/interactions to deliver a complete picture on user behaviour. The areas which don’t get much attention are often as insightful as those that grab most user attention so we’ve highlighted the key insights which help our customers measure their AR/VR projects against business goals. 

Optimise AR/VR storytelling to deliver marketing and advertising objectives 

The narrative for AR/VR marketing and advertising projects needs to meet campaign objectives such as brand awareness and conversion rates. Number of views, dwell time and interactions are fine for desktop/mobile computing but don’t give you the full picture when it comes to user behaviour in spatial computing. Actionable insights include:

• Communication objectives (conversion targets etc) based on levels of attention given to different parts of the storytelling experience provides a hierarchy of communication. Optimising the most important messages based on campaign objectives drives KPIs in the right direction e.g. ensuring actions/events have high attention drives higher conversion rates.

• Brand asset recognition (logos, text etc) as a percentage of the overall experience to measure brand recall and whether brand standout needs to be dialled up/down. Creative executions sometimes dominate brand messages (and visa versa) so optimising brand asset placement and timings delivers higher brand recall.

• Interactive elements (buttons, menus etc) and the priority of these actions shows whether people see these in the optimal sequence. Millisecond visual scanning of a scene or object doesn’t always follow the desired order of events so optimising interactive elements by position, size and timing increases engagement with the right elements at the right time.

Analyse Digital Twin and AR/VR enterprise projects with attention metrics
Virtual versions of products, equipment, factories, buildings and cities enable companies to improve designs, reduce maintenance costs and increase operational efficiencies. Adding attentional data to IoT sensors and interaction data of digital twin assets delivers an invaluable layer of insight on user behaviour in real world conditions. Actionable insight examples:

• Design comprehension based on distribution of attention across all areas of the asset validates ‘big picture’ objectives where people need to understand the entire experience e.g. architectural designs or construction sites in the context of existing buildings.

• Diagnostic details on high versus low attention areas highlight whether the most important components naturally receive people’s focus e.g. aerospace engine or manufacturing process which needs operatives to identify and test a maintenance issue.

• Risk assessment of activities which should receive high attention levels to specific tasks or important components are identified as needing improvement e.g. medical equipment or emergency procedure with blind spots which need more attention to quicky spot a problem and respond to a situation.

10 benefits of spatial tracking for actionable AR/VR attention insights

CORTEXR data analytics plug-in enables all AR/VR companies to access actionable attentional insights as standard practice. From Education, Training and Research to Healthcare, Manufacturing and Retail, advanced data analytics are at your fingertips.

1. Spatial tracking for spatial computing unlocks attention data analytics across all headsets and handsets

2. Analyse real-time attention across all devices and platforms with prebuilt dashboards and heatmaps

3. Standardised attention metrics deliver insights across all projects without needing data analytics expertise

4. Track attention levels throughout project lifecycle with data insights pre/during/post project live dates 

5. Create more realistic and immersive experiences by optimising attention levels across all scenes and objects

6. Improve UX/UI by optimising natural attention towards specific content areas, events and interfaces

7. Analyse hierarchy of user attention to optimise priority areas and order of views against business objectives

8. Boost user engagement, interaction and conversion rates by combining attention data with Google Analytics

9. Identify and diagnose unexpected user behaviours and poor performing elements to improve business goals

10. Benchmark attention measures across all projects to drive innovation and increase performance levels 

VRARA London Sponsors The Economist's Impact Enterprise Metaverse Summit

The VRARA London Chapter is a proud sponsor of the Economist Impact’s Enterprise Metaverse Summit 2023, which will help senior leaders build and benefit from digital twins to enable productivity gains and sustainable innovation.

A digital twin is a 3D replica of a physical workspace and assets, and can imitate a single screw to an entire factory. The insights this digital copy provides can help firms enhance resilience, adaptability and efficiency. Digital twins will underpin the enterprise metaverse and are forecast to become a US$48bn business by 2026 (McKinsey). Businesses can also use mixed reality (augmented and virtual) to enhance collaboration, improve the safety of working environments and increase the effectiveness of training.

However, the enterprise metaverse may not become mainstream as fast as its champions expect, if at all. Will it be based on proprietary technology or on open standards? How should firms build their first digital twin and take advantage of the opportunities presented by mixed reality? Enterprise Metaverse Summit will offer informed and nuanced views from forward-thinking companies who are already gaining value from immersive reality.

Join The VR/AR Association London at The Economist's Impact Enterprise Metaverse Summit on June 28th-29th in London, in-person and online. Get a balanced, informed perspective from industry leaders that have already gained real value from the technology, and get the tools you need to benefit from mixed reality and digital twins. Register now (including free passes for eligible attendees): https://bit.ly/3Lyb6t5.

LMS365 partners with SynergyXR - Enhanced organizational learning through VR

From VRARA Member SynergyXR:

We are thrilled to announce our partnership with LMS365, a leading learning management solution, aimed at revolutionizing organizational learning through immersive XR technology.

With this collaboration, we are bringing extended reality (XR) tools to enhance employee training and engagement. By combining LMS365’s recognized learning management solution with our powerful no-code, enterprise XR platform, organizations can create deeply engaging learning and training content for their employees.

Our partnership enables learning administrators to immerse employees in an extended reality training environment, made possible by SynergyXR. Learners can interact and engage with training courses in a virtual environment, resulting in improved training speed, learning confidence, and emotional connection to the content. Studies have shown the transformative impact of virtual reality on soft skills training (source: PwC).

This partnership expands the capabilities of learning and training management. LMS365 offers a comprehensive learning management solution integrated into the Microsoft 365 digital toolset. By integrating this solution with SynergyXR’s XR platform, organizations can now extend learning and training into virtual environments, making interaction with course content more tangible and expansive.

3D Cloud by Marxent Announces Early Access Program for 3D Cloud Room Scanner

ST. PETERSBURG, Fla., June 12, 2023 /PRNewswire/ -- Today, 3D Cloud by Marxent, the leader in 3D kitchen design and furniture planning, is excited to announce an early access program for the highly anticipated 3D Cloud Room Scanner. Retailers can now sign up to be among the first to deploy the game-changing capabilities of the company's LiDAR room scan-to-design solution for capturing room measurements that can then be directly dropped into 3D Cloud Room Planner for designing with real, buyable products.

3D Cloud Room Scanner seamlessly connects precise measurements to 3D design. Designed with furniture and home improvement retailers in mind, 3D Cloud Room Scanner makes it easy to capture accurate measurements, design in 3D Cloud Room Planner, and buy an entire furnished room or kitchen remodeling project. Drop room scans directly into 3D Cloud Room Planner to speed up in-home measuring appointments and show off impressive designs faster.

The 3D Cloud Room Scanner addresses a significant pain point in the industry by revolutionizing the process of obtaining precise floorplan measurements for interior spaces and then turning those measurements into buyable projects with speed and efficiency.

"With 3D Cloud Room Scanner, users can effortlessly capture accurate floorplan measurements and seamlessly import them into our comprehensive suite of design applications, including the 3D Cloud Kitchen Designer, 3D Cloud Office Planner, 3D Cloud Bathroom Designer, and 3D Cloud Room Planner," said Beck Besecker, CEO and Co-Founder of 3D Cloud by Marxent.

This limited opportunity to participate in the 3D Cloud Room Scanner early access program allows eligible enterprise furniture and home improvement retailers to be among the first to market with this groundbreaking customer experience.

Key benefits of the 3D Cloud Room Scanner include:

• Simplified and accurate measurements: Say goodbye to expensive measuring appointments that don't convert. Capture precise floorplan measurements with ease and send them directly to design software.

• Seamless integration with 3D Cloud Room Planner: The 3D Cloud Room Scanner seamlessly integrates with 3D Cloud Room Planners, empowering users to turn their floorplan scans into immersive 3D designs effortlessly.

• Streamlined design-to-purchase experience: Rapidly transform floorplan scans into fully customized spaces, complete with real products, enabling a quick and seamless transition from design to purchase.

"We are thrilled to offer this exclusive preview opportunity for the 3D Cloud Room Scanner," said Beck Besecker, CEO and Co-founder of 3D Cloud by Marxent. "With early access, retailers will have the chance to experience the future of in-house interior design programs firsthand, unlocking new levels of efficiency, accuracy, and creativity. We are excited to collaborate with our clients and gather their invaluable feedback as we continue to shape the future of 3D design technology."

Request an invitation to the early access program for 3D Cloud Room Scanner today. Limited spots are available to eligible retailers, so early registration is encouraged.

About 3D Cloud™ by Marxent

3D Cloud™ by Marxent is the global leader in 3D e-commerce for furniture, kitchen, bath, outdoor, office furniture, closets, and storage. The 3D Cloud™ platform allows retailers and brands to build endless applications from a single 3D product catalog. With 3D Cloud™, 3D content is created, managed, and published to all 3D applications for consistency across every touchpoint in the customer journey. Applications that run on 3D Cloud™ include 3D Product Configurators, 3D Sectional Configurator, 3D Room Planner with Design from Photo, 360 Product Spins, 3D Renders, WebAR, Augmented Reality retail apps, and Virtual Reality retail apps. 3D Cloud by Marxent has offices in Miamisburg, Ohio, and St. Petersburg Florida as well as an international presence with offices in London, England; Paris, France; and Auckland, New Zealand. Clients include a major U.S.-based home improvement retailer, Kingfisher plc, PlaceMakers, Mico, Macy's, Ashley, HNI Corporation, La-Z-Boy, Joybird, and John Lewis and Partners. For more information, visit 3dcloud.com.