Immersive Insights 01/03/24

LG Partners with Meta to Lead Next-Gen XR Experiences

LG Electronics has announced a strategic collaboration with Meta to drive innovation in extended reality (XR) customer experiences. Recognising XR as a core growth area, the partnership aims to combine Meta's platform with LG's content/service capabilities to develop a distinctive ecosystem in XR. LG's focus on future areas aligns with its long-term goal outlined in Future Vision 2030, aiming to evolve into a Smart Life Solution Company. The establishment of a dedicated XR business unit underscores LG's commitment to accelerating innovations in the virtual space arena.

Nokia Foresees Surge in Network Demand for Metaverse and AI by 2030

Nokia predicts a significant increase in network demand by 2030 due to advancements in the metaverse, Web3, and artificial intelligence (AI). The company's Technology Strategy 2030 report outlines plans to address this demand through investments in network equipment and services. Nokia is focusing on the Internet of Value ecosystem, emphasising decentralisation, blockchain, and smart contracts. They are also exploring applications of digital twin technology in the metaverse, such as assisting technicians and gamifying employee management.

Vueling Airlines Embraces AI and VR for Enhanced Operations and Training

Vueling Airlines , a part of the IAG group, announced at Mobile World Congress its plans to fully integrate artificial intelligence (AI) and virtual reality (VR) into its operations. Under its transformation plan, the airline aims to use AI to streamline internal processes and improve user experience. The Speech Avatar technology allows users to interact with talking avatars in real time, enhancing digital interactions. VR will be integrated into cabin crew training, offering realistic scenarios to improve readiness and certification success rates. Additionally, the Persona+ project leverages GPT-4 technology to create dynamic archetypes for better customer engagement and service improvement.

Niantic Rewarded AR Ads: Blending Gaming and Brand Engagement

Niantic, Inc. 's Rewarded AR ads, introduced during the Cannes Lions International Festival of Creativity , leverage AR technology to immerse players in branded content within popular games like Pokémon Go. Circle K's successful pilot of these ads demonstrates the potential for brands to engage players and drive foot traffic to physical stores through interactive and rewarding advertising experiences. As the global augmented reality (AR) market is projected to reach $100 billion by 2030, these innovative advertising strategies mark a significant shift in how brands interact with consumers in the digital age.

Electronic Arts Cancels Star Wars Game, Announces Global Layoffs

Electronic Arts (EA) has announced the cancellation of an upcoming Star Wars game in early development, leading to the layoff of approximately 670 employees globally, constituting 5% of its workforce. This decision, aimed at streamlining operations to focus on delivering deeper gaming experiences, reflects broader trends of job cuts in the gaming industry. EA's move follows similar actions by other major players like Microsoft and Sony, signalling a new phase of maturity and competition in the gaming sector. Despite these challenges, the industry is projected to continue growing, reaching $223 billion by 2030.

Immersive Insights is our Bi-Weekly report on all of the latest news and insights across the immersive, AR, VR, XR & Gaming industries. Metalitix is the Advanced Spatial Analytics Platform, built to provide a detailed understanding of user behaviour & engagement within 3D and immersive environments.

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