Adobe Acquires Allegorithmic For AR/VR Creative Cloud

Adobe announced the acquisition of Allegorithmic, makers of the Substance toolset for textures and materials.Allegorithmic also built a hybrid VR tool demonstrated at Oculus Connect 5 that allowed easy switching between desktop and VR modes so that 3D content creators can easily get a look at their work in a VR headset with access to all the same panels and UI elements from the desktop version.Terms of the deal were not disclosed. A press release announcing the acquisition references VR and AR as becoming “more critical” to brands and that the Substance tools will be integrated as part of “new offerings” in Adobe’s Creative Cloud suite of subscription software tools.

Spotlight

Dreamscape Immersive

Dreamscape uses the most advanced VR technologies to create an entirely new form of mainstream location based entertainment. In 2016, Swiss computer scientists Caecilia Charbonnier and Sylvain Chagué, along with entrepreneur Ronald Menzel, premiered a groundbreaking new approach to virtual reality. By merging the technique of "motion capture" used in blockbuster Hollywood movies with sophisticated programming and a deep understanding of body mechanics, they created a platform able to track six people simultaneously, in-real time, with full body presence, and render them as characters inside a computer generated world.

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Technologies, Business

Live Sports TV Executive Predictions: Cloud-Based Production Is the Future

Article | July 20, 2022

As we all start to come out of the pandemic and its effects, we see distributed workflows being the normal standard of operations more and more. Distributed workflows go hand in hand with cloud production where we are not dependent on a physical rack room of gear. Due to the chip shortages, we are definitely seeing in the audio industry an acceleration in software designed solutions. More and more solutions are going to depend on common computing infrastructure in order to handle the ever increasing demand of products that just simply cannot be manufactured. This change is only going to strengthen the move to the cloud and the distributed workflow in audio and video production. Working with cloud-based production brings so much more flexibility to the table. Flexibility in design, flexibility in costs, and flexibility in staffing. With the distributed workflow model, we simplify so many of our logistics for an event. We will see more opportunities where we can use our best talent for the position multiple times a week instead of wasting a day or two traveling to a site. The bigger part of all of this change is the higher quality of life our employees can enjoy. We made this change to a distributed workflow almost 5 years ago and it has resulted in happier employees along with more productivity. The pandemic accelerated the process to the masses. Cloud workflows along with distributed workers where possible are here to stay.

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Technologies, Business

Ongoing transitions in gaming industry

Article | August 3, 2022

The gaming industry is continuously evolving with current transitions derived from VR/AR, blockchain, 5G and cloud computing. The aim of this transition is to fulfill requirements of gamers such as reducing the cost of gaming, developing more immersive experience, converting tools bought in games as transferable assets, enabling gamers to play graphic intensive games on low cost devices. Currently popular games are on the go to create augmented reality versions to be played on AR headsets with their mobile phones. The google stadia platform(a platform where graphic intensive games run in data centers and gamers can play them via web browsers) has also enabled the gaming industry to eliminate the computing limitations imposed by running games in mobile devices. The only barrier in coupling both technologies to have the best of both worlds is low bandwidth of 4G which will soon be expanded when 5G rolls out in the market. TRANSITIONS IN GAMING INDUSTRY The real time game play is currently not possible for games running in data centers and being rendered on web browsers of a gamer’s device as there is latency in reflecting the character’s action on the press of a button. Such a transition will eliminate the need for highly expensive gaming consoles which has been curbing the growth rate of the gaming industry. One more concern from gamers that’s being a barrier in revenue generation for the gaming industry is that the weapons, power packs, kits and tool kits bought in any game are simply virtual and become useless when they are done with the game. The idea to buy such time bound utility becomes insensible for players. So, now the gaming industry is evaluating the option to register these buyouts in games on blockchain which can later be used as a non tangible asset by players to trade easily. The gaming theory that’s getting popularised these days will eventually leverage the AR and VR technology to transform the education industry. The idea to provide customers with user manuals running in augmented reality that can enable a non trained worker to operate the machine is also booming. Solidworks by 3Dplm is one such tool that’s heading in this direction. The transitions mentioned above are quite exciting and the way gaming industry and mentioned technologies are evolving we can expect to get our hands on such exciting gaming technology soon too at a fraction of current costs.

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Business

Branded Entertainment in B2B: Why is it Important?

Article | July 11, 2022

Global B2B companies churn out content pieces such as infographics, case studies, assessments, and other forms of thought leadership content to create brand awareness. But is this content enough to engage the customers and the market? Not really. Marketers like you need to look into branded entertainment to get more customer engagement and brand loyalty. What is Branded Entertainment? Adweek loosely describes “branded entertainment” as any content that starts a positive conversation around a product, service, or set of values. This content builds a story around your product or services, showing it in a positive light and getting the audience to engage in your content as much as a film or a TV show. As opposed to other marketing endeavors, branded entertainment doesn’t focus on your products and their features but on entertaining the audience. Incorporating Branded Entertainment into Your Marketing Strategy Here are some ways to get it done without much hassle: Web Series Original programming, such as web series published on the brand’s social media channels, can help you raise awareness through stories that share your brand’s values instead of directly marketing your product or services. PR Stunts Create social media brand content that is entertaining and exciting enough for the audience to make it viral. Such PR brings positive media attention to your brand and creates mass awareness for your brand or product. Videos Volvo's entertaining video of Van Damme's split stunt on YouTube has 114.5 million views. The video didn't need a call-to-action because it wasn’t to convert leads. Instead, it was meant to showcase a piece of business-use truck technology and get engagement. Podcasting GE used podcasting for advertising twice, once with its show ‘The Message’ and again with its new series ‘LifeAfter.’ Neither show discusses GE's products. Instead, they were "GE-presented" and were received well. Summing It Up People are less likely to comment on or share brand posts directly, but they are more likely to tweet or share them on their Instagram stories. This way you can measure the impact of branded entertainment. B2B marketers should consider branded entertainment as a way to build trust and start conversations between their brands and their audience to get a long-term ROI.

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Technologies, Business

AR in B2B Sales: What to Expect

Article | August 3, 2022

The potential of augmented reality technology goes beyond games and photo filters. It can benefit B2B businesses, especially their sales departments, in more ways than one. B2B sales is about converting potential clients into customers by using all the features and benefits of your product or service. Highlighting the profit the clients will make using your product or service is your priority. But how does augmented reality (AR) play into all of this? Here are three interesting use cases of AR in B2B sales for you to look at: AR in Exhibitions: Stand Out From the Crowd At exhibitions, if you do not stand out among your competitors, you might not attract any visitors to your stand. AR can bring your stand the footfall you expect. At 2017’s North American International Auto Show, Ford used AR to attract visitors. A visitor could sit inside the car and simultaneously see what was happening under the car’s hood on a big display screen. The experience impressed visitors and earned Ford brand visibility. AR in Data Visualization: Present Interactive Insights AR helps in presenting the value of your product or service in an interactive 3D visualization. A great example of this would be IBM’s Immersive Insights, a visualization tool that presents data in 3D space. Spectators can explore and understand data insights without feeling burdened with just numbers. This technology has potential in the B2B sales space as it can simplify complex data visualization and attract your prospects with visual appeal. AR in Product Presentations: Realistic and Immersive Experience There are always aspects of your product or service that you need to highlight in front of your prospective clients in unique ways so they can see the value of your offering. AR allows you to present your product in a realistic way. IKEA used AR to help clients try their furniture in their offices and apartments by superimposing it on their surroundings with the IKEA Place app. Realtor.com and industrial machines like CAT also help customers see what the offerings look like so that they can make informed decisions even without physically interacting with the product or service. Wrapping It Up Using AR in B2B sales is still an evolving concept, but can become a substantial tool in the toolkit of B2B sales teams that want to try new things to boost their numbers.

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Spotlight

Dreamscape Immersive

Dreamscape uses the most advanced VR technologies to create an entirely new form of mainstream location based entertainment. In 2016, Swiss computer scientists Caecilia Charbonnier and Sylvain Chagué, along with entrepreneur Ronald Menzel, premiered a groundbreaking new approach to virtual reality. By merging the technique of "motion capture" used in blockbuster Hollywood movies with sophisticated programming and a deep understanding of body mechanics, they created a platform able to track six people simultaneously, in-real time, with full body presence, and render them as characters inside a computer generated world.

Related News

Google making AR/VR more immersive on consumer devices

Google | June 22, 2020

A team of Google researchers has created a new technology to take the immersive augmented reality (AR) and virtual reality (VR) experiences to a new level. New research shows the ability to record, reconstruct, compress, and deliver high-quality immersive light field videos, lightweight enough to be streamed over regular Wi-Fi. “We’re making this technology practical, bringing us closer to delivering a truly immersive experience to more consumer devices,” said Michael Broxton, Google research scientist. Photos and videos play a huge role in our day-to-day experience on mobile devices, and “we are hoping that someday immersive light field images and videos will play an equally important role in future AR and VR platforms,” he added. Wide field of view scenes can be recorded and played back with the ability to move around within the video after it has been captured, revealing new perspectives. In recent years, the immersive AR/VR field has captured mainstream attention for its promise to give people a truly authentic experience in a simulated environment.

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Google making AR/VR more immersive on consumer devices

Google | June 22, 2020

A team of Google researchers has created a new technology to take the immersive augmented reality (AR) and virtual reality (VR) experiences to a new level. New research shows the ability to record, reconstruct, compress, and deliver high-quality immersive light field videos, lightweight enough to be streamed over regular Wi-Fi. “We’re making this technology practical, bringing us closer to delivering a truly immersive experience to more consumer devices,” said Michael Broxton, Google research scientist. Photos and videos play a huge role in our day-to-day experience on mobile devices, and “we are hoping that someday immersive light field images and videos will play an equally important role in future AR and VR platforms,” he added. Wide field of view scenes can be recorded and played back with the ability to move around within the video after it has been captured, revealing new perspectives. In recent years, the immersive AR/VR field has captured mainstream attention for its promise to give people a truly authentic experience in a simulated environment.

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