Episodios
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I believe a key issue is that we are not telling the story of the metaverse clearly or well enough. The lack of direction confuses media reports time and time again, as people spin it into a more negative incarnation. (Unhelpfully, the word “metaverse” primarily comes from dystopian novels). Our lack of clarity hurts outside awareness – and perhaps leads to business hesitancy. One survey found that 41% of UK citizens have “no understanding whatsoever” of the metaverse. The same was shown in a YouGov poll in the US. Yes, the survey showed regional differences; twice as many people in China would take part in metaverse experiences compared to Brits and Americans. Yet it still demonstrates that a passive dismissal permeates across the UK and US, and likely beyond the two.
Why the cynicism? I cover a few reasons in the newsletter, but what ties them together is a lack of a cohesive narrative. A good story is important in the business world because it maps out where we are going with our work. It’s intangible but important. I’ve seen immersive healthtech companies short-sell their services; some dryly label themselves as “integrated services companies,” rather than pioneers that help companies to save lives. One phrase stays on PowerPoint decks, while the other is more likely to leave a human impact after the meeting.
Most importantly, it provides a horizon to build towards. As Mary Bateson said, “the human species thinks in metaphors and learns through stories.” I do not want the metaverse to be packaged into a negative parable. I believe that we need to better tell how the metaverse will develop or grow – or risk its history being shelved in a dusty corner of the library. How we get there is opaque, but I have a story in mind.
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Tom Ffiske writes about immersive technologies at the Immersive Wire, a newsletter and website dedicated to all things VR, AR, and the metaverse. His goal is to bring a curated digest of the analysis that matters, helping professionals interested in immersive to reach new heights.
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Is the cynicism for the metaverse justified? It is tempting to say yes, and the wider media landscape would agree. The Wall Street Journal discussed the “meh-taverse” as a transitory trend, while The Times talks about “harsh reality” crashing into it. Funding is falling alongside stock values. We are seeing companies who previously labelled themselves as XR companies slap a metaverse sticker on their slide decks – and now AI is slapped on top of that sticker, too. The lights of the metaverse dim darker as virtual streets lose their bustle.
I do not share the same views. I believe the fundamental promise of the metaverse remains strong, as we continue the development of spatial technologies. I believe that the internet will become more immersive, collaborative, and impactful over time, and that AI plays a role in shaping its future too. I also believe that the fixation on AI does not detract one from the other; they pair together, and the more established player will continue their hard work to develop the digital future.
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Tom Ffiske writes about immersive technologies at the Immersive Wire, a newsletter and website dedicated to all things VR, AR, and the metaverse. His goal is to bring a curated digest of the analysis that matters, helping professionals interested in immersive to reach new heights.
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Receive concise analysis on the metaverse and spatial computing, giving you a competitive edge.
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In this episode, we explore immersive events (such as VRDays Europe, VR Awards, AWE), and think about what the best approaches are when it comes to running them.
If you like to level up your knowledge on the metaverse, VR and AR, then consider subscribing to the highly-praised Immersive Wire newsletter: www.immersivewire.com
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Marek Polčák is the Co-Founder of VRgineers. We explore what it takes to build a VR company, and how it has grown over time.
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Charlotte Mikkelborg is a British director and producer who become known for her work directing gripping character-driven film and virtual reality.
Charlotte Mikkelborg explores immersive filmmaking, including techniques and the use of senses. The filmmaker explores her process from making a new film to driving interest in her productions.
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Asha Easton works at Immerse UK. She has run workshops with the XR Diversity Initiative in London to up-skill underrepresented groups in media and technology, and has spoken on panels internationally. Her focus at KTN is to expand the ImmerseUK community and grow the immersive tech ecosystem around the country.
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Nick Witsel is a Games Designer at Vertigo Games. We discuss the building process of a video game; what aspects to consider, how it is different from console gaming, and the insights that come from working in the area for some time.
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Randa Dibaje is a VR/AR developer at PwC, having recently entered the industry. We explored the thoughts of an early entrant, including where areas may grow in the future.
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Helen is a Multi-disciplined Creative Director, specialising in the dynamic intersection where technology, humans and music meet. At Solarflare Studio she works with brands, artists and non-profit organisations to help them harness the connective powers of frontier technologies, to tell their stories in new divergent ways.
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Dan Page of Opposable Group is Creative Director at Bristol VR Lab, a coworking space in England for startups working in XR and surrounding industries. Prior to running the lab he ran VR World Congress, a three day conference and expo that took place in Bristol with 1000+ delegates. He's been working in VR for six years and is regularly called upon as a commentator and consultant in the space.
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Aaron Ralby is a language and memory training specialist and entrepreneur. He is currently developing Munx VR, a Virtual Reality platform for building memory palaces.
We explore how memory palaces can be built in VR, and explore what benefits they bring to learners.
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Daniel Dyboski-Bryant and Lorelle VanFossen are both part of Educators of VR, and collaborate closely to build expansive and innovative worlds were people can socialise and group together.
Daniel Dyboski-Bryant co-founded Educators in VR with Lorelle VanFossen, an open global, cross-platform network of learners, teachers, trainers, and researchers meeting, learning and collaborating in and with VR. They are developing programs and projects to democratize education using virtual reality through partnerships, sponsorships, and grant programs world-wide.
We explore how these communities build and develop, and the new sorts of connections made over time.
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James started his career in digital marketing and innovation over 20 years ago, he has spent the last 5 years developing enterprise VR solutions for companies including Major League Baseball, Shell, GE and DHL. Currently as Chief Marketing Officer at Immerse he is working across industry sectors to help drive the adoption of enterprise VR training.
In this episode, we explore how to market VR enterprise solutions among many other topics.
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Ed is the CEO and co-founder of Curiscope, a Brighton based startup pioneering the use of virtual and augmented reality to inspire kids.
In the episode, we explore how AR is a great way to educate children, and how the Brighton community flourished.
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Sam Watts has been driving adoption of immersive technologies within enterprise and entertainment at Make Real for over 5 years, enabling businesses and customers to understand and validate use cases for implementation of Virtual and Augmented Reality devices and content. From EDF Energy to Vodafone, Oculus and Sony, Sam has seen over 75 immersive applications deployed at scale, in offices, studios, museums, arcades, homes and even fields in the glorious British countryside. Prior to joining Make Real, Sam managed and operated European and global Quality Assurance and Localisation teams for Zynga, NCsoft, Epic Group PLC and worked with online learning products for BBC, Channel 4, Sony PlayStation, HMRC, HSBC, British Airways and many more.
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Sarah Ticho is the Founder of Hatsumi, who has also worked as a producer, researcher and curator specialising in arts, health and immersive technology.
We talked about the benefits of VR in healthcare, particularly when it comes to dulling pain. How can immersive tech help save lives?
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Aki Järvinen is a Senior Experience Researcher, Immersive at Digital Catapult. He helps UK businesses adopt AR and VR, and push their boundaries at the company through design and research.
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Nicola Rosa is the Global Head of Immersive Learning at Accenture. Nicola is currently part of the Accenture Digital UKI, where he is the Go-To Market Lead for XR (AR, VR, and MR). We discussed the growth of gaming brands during the pandemic, and the sense of immersion that technology brings to experiences.
We explore the role of digital twins and how it will impact all areas of immersive tech, from manufacturing to retail. We also lightly touch on the topic of devices reading our minds, as well as the progression of the tech over the next decade.
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