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DAY 2 WEDNESDAY 06.02.2019
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XR Summit: B2B and entertainment are now main use cases
Muki Kulhan gave XR Summit attendees an insight into VR innovation in the entertainment sector
Sviatovid: an ISE world first Sviatovid, the latest projection mapping showpiece from master projection designer Bart Kresa, who gave Monday’s Opening Address, was unveiled at ISE yesterday evening. It is the first time that the sculpture has been displayed to the public, and brought a spectacular end to the first day of ISE 2019. It will remain on show every evening this week outside Entrance C of the RAI Amsterdam.
The consumer market hasn’t embraced VR because the industry hasn’t nailed the storytelling, according to location-based entertainment VR expert Bob Cooney. Speaking at Tuesday a!ernoon’s XR Summit at the Hotel Okura in a session exploring take up of the medium, Cooney argued that the challenge for storytellers is that it puts the user the centre of the experience. “Stories are usually other people’s stories told to you. But with VR, you are the one that is living the story, and we haven’t figured out how to write so that the user can explore their own story. That’s why it’s not resonating with people,” he said. Disappointing consumer take up, however, has not stopped firms from experimenting with immersive technologies, particularly in the B2B, travel and entertainment sectors. Cooney argued that location-based entertainment has a clear business model because “a couple of times a year, people will visit and buy tickets”, especially if it is integrated with other media. A successful case-in-point he mentioned was The Park Playground in Antwerp, Belgium. This location-based amusement park has integrated a TV series, involving a bank robbery that goes wrong, into one of its experiences. Fellow speaker Pieter Van Leugenhagen, co-founder of Yondr, said that although the consumer end of the market slowed down for his company in 2016, his firm has built up a solid business producing 360° and VR experiences for the B2B sector. Continued on page 4
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