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The Evolution of the Metaverse
Gone are the days when AR and VR were something only avid gamers talked about. As the technology evolves, it is providing better visuals which make for more realistic experiences, including face sensors to share your emotions or enhance your senses with spatial audio and haptic devices. Interest from both the industry and end consumers is on the rise, and the range of potential use cases has broadened massively.
Before we get to the point where the metaverse will have an impact on our everyday lives, it will need to develop and become more accessible. It is likely that video service providers will play an important role in this, and video streaming may even be the trigger that nudges the metaverse over the tipping point.
The role of video Today, consumers don’t just watch a video but expect interaction, whether through social watching experiences, shoppable content or personalisation. Take this forward a step, and the next level is an immersive video experience in the metaverse that uses VR and AR technology. Music fans could buy VIP tickets and watch their idols perform at sell-out concerts. With a virtual backstage pass, fans could experience the buzz and even explore stars’ dressing rooms and other normally inaccessible areas. Likewise, fashionistas could enjoy sitting frontrow at their favourite designer’s fashion show and could even try on outfits afterwards to see how they look.
The video industry has the power to meet consumer demand for increased engagement and interaction by creating and delivering virtual experiences like these. And they could well serve as the doorway to the metaverse that is needed to help it appeal to a wider audience.
The technology We can access the metaverse without the use of special equipment. Most Gen-Zers already use their mobile devices to engage in virtual gaming worlds such as Roblox and Fortnite. However, these use cases do not have wide enough appeal to engage a wider audience. The technology needed to drive the metaverse forward is already out there, and is becoming accessible to the average consumer. Lots of the big technology brands already have consumer VR headsets on the market, such as Meta Oculus Quest, Pico 4, Sony PlayStation VR2, HTC Vive Pro 2 and HP Reverb G2. There are also some great AR glasses already in distribution, such as Nreal Air.
In addition, haptic technology will dramatically change users' interaction with VR and the metaverse by enabling them to experience it on a physical level. Through the use of forces, vibrations or senses, audiences can get to feel what it is like to wear a certain piece of clothing or to actually be in a stadium full of other people.
The use cases According to a YouGov survey, the number one metaverse activity that US and UK consumers are interested in is travelling to a destination. Imagine being able to visit, explore and experience one of the most expensive hotels in the world without having to pay the $45,000 a night fee. After travel, consumers rated attending a live concert or gig, playing video games and going to the movies as top interests.
The metaverse has the potential to have an impact on almost every aspect of our lives, from socialising and gaming to learning and even healthcare appointments. The desire for interaction and engagement is more evident across some verticals than others, so it makes sense that those use cases that sit most comfortably with the metaverse will be ahead of the curve.
For example, most sports fans have an innate desire to engage with teams, players and other fans. In the metaverse, they could experience what it is like to be on the pitch with other fans while their favourite team has a training session. Fitness is another vertical that fits well with interaction and engagement, so it is not surprising that companies such as OliveX, Playinnovation, Les Mills and Peleton are already using immersive technology to enhance the customer experience.
Metaverse expansion The metaverse has the potential to be a true disrupter, changing how we connect with each other on multiple levels. But before this, there needs to be widespread user engagement across multiple verticals. Video can play a crucial role in stimulating the necessary wider engagement by creating immersive and interactive experiences. Video providers can get ahead of the competition by using existing AR/ VR technology to create immersive experiences that meet users’ needs.
José Somolinos is Solutions Strategist & XR Lead at Accedo.
