The arrival of the Metaverse and the new digital ecosystem is transforming a multitude of sectors, among which banking is positioned as one of the key industries in this technological change. Not only because of the irruption of the cryptocurrencies (digital currencies) that will change transactions at the international level. But also for the entry of the users themselves to this virtual world and the new socioeconomic interactions that are generated in it. In this new economic ecosystem, the banks and financial institutions must lead the change with new spaces, training and customized services so that the human and relational component is not lost in the Metaverse economy. Next, we will take a closer look at the union between banking and the Metaverse We will analyze the main use cases and future challenges for the financial system.
Virtual Avatar with Generative Artificial Intelligence created by Imascono
Metaverse as a new opportunity for the banking industry
Before learning about how this new digital ecosystem is laying the foundations of the present and future of banks it is important to keep in mind what we refer to as Metaverse . This is defined as a large virtual world composed of multiple interconnected digital worlds. Where humans interact socially and economically through avatars, NFTs and cryptocurrencies in digital experiences that go beyond the static websites we all know, to truly immerse ourselves in interactive and gamified 3D spaces. The central idea of this new ecosystem is humanizing the virtual world and our digital presence thanks to the incorporation of the latest innovations in Virtual Reality, Augmented Reality web3, multiplayer system and Blockchain technologies. Discover in this article the 5 most relevant Metaverse technologies . If we focus on the financial sphere, the Metaverse presents itself as a new and promising immersive space to connect with users/customers. In which the digital money The management and associated services will be led by the banks and financial institutions that make the leap into this virtual universe. From virtual branch offices offering real-time advice and intelligent avatars that facilitate personalized customer service up to the development of the entire banking system within the Metaverse that allows to generate new digital economies The virtual world, business models and connection between the virtual world and the physical world. The Metaverse offers the opportunity for banks to enhance your financial services in the new digital ecosystem, to transform their banking experience and attract new generations of digital natives who are looking for new services beyond traditional banking.
Benefits of banking in the Metaverse
The arrival of the bank in the Metaverse brings with it a series of benefits for financial companies . Designing a new generation of financial services and ways of interacting with customers, where innovation and personalization are at the forefront of the user experience.
Immersive customer experiences
The Metaverse and the other immersive technologies allow for radically change the way in which users/customers interact with the banks . Thanks to new technological proposals, the customer experience is enriched with new proposals, new services and products. Transforming even the bank's own headquarters, such as in the case of Ibercaja Xplora . The remodeling of the headquarters of the Ibercaja Bank where new technologies such as the Metaverse, Virtual Reality, and the phygital experiences play a key role in the development of connect with customers and share the history, vision and values of the entity.
Customization of products and services
The use of new Metaverse technologies, Artificial Intelligence and different immersive experiences allows us to radically transform the way in which we think and act. customization of financial products and services . In these virtual environments With AI, banks can use AI to analyze user interactions and preferences in real time, enabling the creation of personalized financial offers and advice that are presented in an interactive and engaging way. A personalized interaction with customers that can go beyond the virtual world, reaching also the physical offices. As in the case of SAM a virtual avatar that welcomes you to the offices of Seico Consultants and offers personalized information on its advisory services, blockchain, NFTs and cryptocurrencies.
Virtual Reality Experience developed for Ibercaja by Imascono
Financial training
One of the most important issues in today's banking industry is the financial training offered to customers, employees and society in general. Online banking and virtual economy services are changing and it is essential that banks lead the way in training on these new financial products. Through immersive virtual environments In addition, users can participate in realistic simulations and interactive games that make learning about finance more enjoyable and understandable. A great example of this boost to financial literacy can be found in the project Learning to undertake from Ibercaja Foundation . A 3D web space prepared for primary school teachers and students to learn about the world of business and economics in a fun and entertaining way. gamified .
Improved brand image
The Metaverse offers a unique opportunity for banks to improve their brand image by positioning themselves as innovative entities, at the forefront of products and experiences in the new virtual economy . This presence in the Metaverse enables the banks to stand out in a competitive market showing its commitment to innovation and continuous improvement of the customer experience. As in the social project of VidaCaixa and Movistar + , The Twists and Turns of Life where, thanks to the filming of a television series and the development of a virtual neighborhood in the Metaverse, viewers/users can reflect on sustainability, the environment and health.
Main challenges for banks in the Metaverse
The great revolution digital and the jump to Metavers o present a series of challenges that financial institutions must take into account in this new technological horizon. Here are the main challenges for banks in its transfer to the Metaverse:
1. Blockchain, criptomonedas y modelos play-to-earn
Technology is constantly evolving and, in relation to finance and banking, we are currently witnessing the great revolution of the digital economy. The technology Blockchain, cryptocurrencies and play-to-earn models are transforming the way in which economic systems develop in the virtual universe. Integrating these technologies by banks involves not only adapting to new forms of financial transactions and business models, but also to new ways of doing business. regulatory and security complexities. In addition, banks should develop strategies to educate your customers on the safe and efficient use of these new tools, while ensuring the protection of their data and digital assets.
2. Decentralized Finance (DeFi)
All of these trends and technologies fall under the umbrella of the Decentralized Finance (DeFi) a new financial system based on Blockchain technology that makes it possible to create and manage financial services without intermediaries. This change is prompting banks to reconsider their business models and customer service strategies in an increasingly digital and autonomous environment. Adapting to DeFi requires banks to invest in technology, acquire new skills in cybersecurity and regulation, and redefine the customer relationship in a market where users are looking to more control and transparency in their financial transactions.
3. Cybersecurity and digital identity
One of the major advantages of this new virtual universe is the personalization and at the same time protection of our digital identity . Thanks to blockchain technology, our identity in the Metaverse will be protected by a series of unique and unalterable encrypted codes. For banks, the cybersecurity and the protection of this digital identity pose a challenge in financial operations and personal data exchange. This requires spaces in the Metaverse, equipped with the latest in security control and advanced technologies for authentication and encryption of information.
4. New generations
Reaching new generations is one of the main challenges facing banks today, and will be increasingly so in the future. These digital natives are looking for fast, intuitive and digitized experiences. Metaverse spaces offer an innovative solution to this challenge, allowing banks to create immersive virtual environments. Where to showcase all financial products/services, host interactive events and even offer personalized financial advice through avatars endowed with Artificial Intelligence and trained in customer service. Thus, banks can establish deeper and more meaningful relationships with generation Z and millennials The company's digital marketing strategy is based on a digital and dynamic environment, adapting to their digital preferences and strengthening their loyalty.
Future of the banking sector in the Metaverse
The future of the Metaverse is its monetization, where the banking sector is the key point to make it effective. As was the case with e-commerce, when online payments were made easier, it is expected that the payment models in the virtual universe and standardized thanks to the work of the banks. The future of banking in the Metaverse is also marked by the radical transformation of financial services. This new environment allows banks not only to expand their services in innovative ways, but also to engage a younger and more technologically savvy customer base that expects more dynamic and personalized interactions. In addition, the technologies Blockchain and of Smart Contracts new avenues for the banking sector to make its products and services available to the safer and transparent . With these developments, the banking industry will not only be able to improve operational efficiency and customer experience, but also to establish an new standard in the provision of financial services that could redefine the industry's competitive landscape.
Relevant projects of Imascono de la banca in the Metaverse
Undoubtedly, technology plays a key role in the future of the banking sector. At Imascono we are aware of this and we accompany our clients throughout the entire process of creating this type of surprising experiences. from conceptualization to implementation. Our team has been more than 12 years developing Extended Reality experiences in the Metaverse both nationally and internationally through our Business To Metaverse . With our methodology, we focus on understanding your specific objectives and requirements in order to offer you the best possible solution. efficient and high quality solution. Need a high-impact Metaverse experience? Contact with us and discover our Metaverso services for companies We help you to transform your customer experience with immersive, inspiring and interactive proposals!
The influence of Augmented Reality in hotels
The influence of Augmented Reality in hotels
The tourism sector is going through an exciting time. The latest technological advances are introducing new ways of interacting with users, creating new travel experiences and generating new business models within the travel sector. In all this digital transformation of tourism, the hotel sector is playing a key role. Offering guests new ways to experience their stay in hotels and in the surrounding tourist destination. From virtual tours to instant translations , hotel services include butlers equipped with Artificial Intelligence and personalized webapps where customers can customize all hotel products and services. In today's article we will analyze in detail the technological advances that we are experiencing in the tourism sector and specifically in hotels, delving into the influence of Augmented Reality and the rest of the immersive technologies that accompany it.
Virtual tourism: digitization of hotels through new technologies
We are currently witnessing the digital transformation of tourism. From hotels to museums, travel agencies to theme parks, the industry is undergoing a major technological revolution . Different experiences and technologies applied to the tourism sector that fall under the Virtual Tourism trend. From boosting sales through the try before you buy with experiences of Extended Reality , visiting places from the past or inaccessible tourist destinations thanks to Virtual Reality. To be able to count on AI avatars or personalized guides to accompany you throughout your stay, or fostering the online community of a travelers' club . As in Exclusiverse , the virtual space of the world's No. 1 traveler club Exclusive Traveler Club. You can learn more about this key concept of the tourism sector in our publication → Virtual tourism as a new trend . Focusing on the hospitality industry, virtual tourism and the digitization of hotels allows you to create more accessible and personalized experiences for guests. Transforming the journey in the three key moments: before, during and after the hotel stay.
Los hoteles pueden hacer uso de estas nuevas tecnologías para llegar a mucho más usuarios a través de una experiencia de compra innovadora y diferenciada. Pudiendo recorrer las instalaciones previamente a la estancia a través de gemelos virtuales digitales e incluso probando las diferentes actividades disponibles. Generando hype and cross-selling, conexión emocional y Engagement con los usuarios.
Durante la estancia, las nuevas tecnologías permiten automatizar y personalizar todos los servicios hoteleros.Pudiendo crear apps para cada usuario donde gestionan todos los detalles de sus habitaciones y actividades: desde las peticiones especiales a la distribución de la habitación, hasta los horarios de las actividades y reservas de restaurantes. Donde incluso pueden tener su propio guía / mayordomo de Inteligencia Artificial que atiende a sus consultas y realiza recomendaciones. Un ejemplo de estos nuevos guías turísticos lo encontramos en el avatar IA de Miguel de Cervantes.
Pero la interacción con el huésped no tiene por qué terminar tras la estancia en el hotel. Gracias a las nuevas tecnologías, las membresías digitales y los club loyalty, las compañías hoteleras pueden seguir manteniendo la interacción con su comunidad de huéspedes a través de sus propios Virtual Spaces. Espacios 3D donde realizar eventos, charlas, lanzamientos de novedades y crear un espacio de networking y comunidad entre sus usuarios.
Importance and impact of Virtual Reality and Augmented Reality in the hotel industry
Virtual Reality (VR) and Augmented Reality (AR) are two of the technologies with the highest impact they are having on the hotel industry . Allowing to transform the way guests get to know the hotel and its facilities, enjoy their stay and visit the tourist destination. The importance of these immersive technologies lies in the ability it offers hotels to interact with users. Through Virtual Reality for companies , for example, allows potential customers to perform virtual tours of the hotel facilities . The hotel's immersive tour can be key to booking, highlighting its services and improving the overall perception of the hotel with more attractive and interactive marketing actions. Marketing actions such as the one carried out by Ibercaja SKI Pyrenees with the Frozen Emotion VR experience where users could test their skiing skills. Augmented Reality, on the other hand, enriches the guest's stay by providing layers of interactive information about hotel services directly through their mobile devices. This technology not only improves the customer experience by making it more informative and entertaining, but also offers hotels a new way to communicate and build customer loyalty. You may be interested in → Augmented Reality applications in tourism .
How to use Augmented Reality in hotels
Augmented Reality is the technology capable of combining the real world with the digital world, superimposing virtual elements on reality itself . Thanks to this immersive technology, the real and virtual environments intermingle, creating interactive experiences accessible from several devices at the same time: from cell phones and tablets to Augmented Reality glasses. Let us now take a closer look at how to apply Augmented Reality to the hotel experience .
Gamification
Gamification is, undoubtedly, one of the major points when incorporating Augmented Reality into our customer experience. This trend allows us to add a playful and interactive element that enriches the guests' stay. Through challenges and pointing with the cell phone, we invite users to participate and get involved with the hotel , touring the facilities, completing challenges and collecting rewards that can be redeemed for prizes, discounts or exclusive experiences. Thus, the hotel can create Augmented Reality gymkhanas that appeal to smaller (and not so small) guests.
Augmented hotel environments
The combination of digital elements with the actual hotel space allows enriching the guest experience with fully integrated hotels. Combining new technologies such as IoT and Augmented Reality , users can access a variety of information in real time. AR technology allows hotels to offer a more personalized and engaging experience that can be adapted to the needs and preferences of each guest. From displaying Augmented Reality directions to guide you through the facilities, simultaneous translations or even enjoying more entertaining interactive experiences, such as discovering animated characters or art that comes to life in 3D.
Interactive hotel rooms
By utilizing Augmented Reality, hotels can superimpose digital elements directly into the physical environment of the room, such as detailed information about the artwork, interactive instructions for using technological devices such as smart TVs or climate control systems, and even options for personalizing the environment.
Traducción automática
In hotels, Augmented Reality (AR) is beginning to be used to facilitate automatic translations and overcome language barriers, significantly improving accessibility for international guests. Through the use of AR applications combined with the capabilities of Artificial Intelligence , guests can point their cameras at menus, signage, information brochures or any printed text inside the hotel to instantly see the translation in their native language on the screen of their device. You can learn more about the use of AI in tourism in our article → Artificial Intelligence in tourism: characteristics and examples .
Everything you need to know about Native Mobile Apps
In the digital era, mobile applications have marked a before and an after These have become an extension of our daily lives. From managing our finances, to shopping online, to entertaining ourselves and connecting with the rest of the world, apps are our basic tools to move in today's world. What many people may not be aware of is that there are different types of mobile applications with different functionalities, developments and even programming languages. In this post, we will focus on analyzing the most widespread type of app, the Native mobile applications . We will see their advantages and disadvantages, as well as their comparison with the other two types of applications: the Webapps and the PWApps.
Native Mobile Application developed for Lacasitos by Imascono
What are native applications?
Since 2007, when the cell phone industry welcomed smartphones, mobile applications have been part of the way we understand and use our mobile devices. interacting with technology. From that moment on, our interaction with technological devices became much more intuitive, natural and accessible. If we look at the definition of native applications, they are programs developed specifically to operate on an operating system in particular, such as Android or iOS, using programming languages and development tools specific to each platform. These apps are installed directly on our mobile devices through the application store. The most widespread are Google Play and Apple App Store. Because they are designed for a specific operating system, native applications can optimize their performance, taking full advantage of the device's hardware functionality (camera, GPS, sensors...) offering a seamless and highly integrated user experience. In terms of development, the fact that the mobile application is native means that the programming team has to develop as many apps as operating systems are used. It is usual to create two applications, one for Android and one for iOS But increasingly, we are witnessing the birth of new markets and devices. For Virtual Reality glasses such as the Meta Quest or the Apple Vision Pro, it is also necessary to develop the VR app ad-hoc (customized) for these new hardwares. You may be interested in → Business Innovation: Spatial Computing Applications in Extended Reality . An example of a native mobile application that includes the latest innovations in this type of development can be found in the Augmented Reality app released by Disney , Telefónica and Ferran Adrià . Your Story in the Kitchen combines entertainment, gamification and recipes in an educational app designed for the whole family.
Main advantages of native mobile applications
Once we have seen its definition, it is time to delve into the advantages for both companies and users of the development of native mobile applications . Superior performance and optimized user experience are some of them. Let's look at the main advantages of native apps:
Increased security
Native mobile apps offer a wide range of additional layer of security in our developments, since a rigorous review process is carried out by the official application stores such as Google Play or App Store. Users know that the apps downloaded from these official stores have passed checks for possible vulnerabilities and malicious code, reducing the risk of malware . In addition, these applications can take advantage of the frequent security updates provided by the devices and operating systems themselves.
Improved customization
OS-specific development also means improvements in app customization by allowing developers to optimize the user experience according to the specific characteristics and functionalities of each platform. Native applications can tailor their user interface to match the aesthetics and conventions of each operating system, which not only improves visual consistency, but also makes the application more intuitive for users .
Increased performance
If there is one feature of native applications that sets them apart from other types of apps, it is the higher performance to users. Thanks to its hardware optimization, lower latency and improved response times. As they are developed specifically for the operating system of the device, they can making the most of the resources of the mobile device . Delivering a smoother and faster experience. A particularly noticeable advantage in applications that require high performance such as video games with high graphics, video editing or 3D modeling applications. You may be interested in our publication→ Virtual Reality in video games: the future of entertainment.
Use without Internet connection
Another of the main advantages of native mobile applications is their ability to work in the following ways without Internet connection This feature is especially valuable in situations where connectivity is limited. This is a high efficiency in the use of phone data and faster response time - by not interacting with a remote server. It also gives users the advantage of always having access to the content and files stored in the app and being able to use it at any time.
Disadvantages of native Apps
Although native mobile applications offer a number of advantages, they also have some significant disadvantages that can be covered by the other types of apps . These disadvantages can be summarized as follows:
Aumento del coste y tiempo de desarrollo. El desarrollo de estas apps nativas suele ser más costoso y requiere más tiempo, ya que es necesario realizar tantos códigos como sistemas operativos haya. Este enfoque requiere que los desarrolladores posean habilidades especializadas en múltiples lenguajes de programación y frameworks, lo que eleva tanto los costos de desarrollo inicial como los de contratación.
No son multiplataforma. Su naturaleza de app nativa supone una desventaja a la hora de plantear la estrategia multiplataforma. Para alcanzar a usuarios en diferentes sistemas operativos, como Android e iOS, es necesario desarrollar y mantener versiones separadas de la misma aplicación, duplicando el trabajo y los recursos necesarios. Esta falta de interoperabilidad puede limitar la accesibilidad de la aplicación a una audiencia más amplia.
Las actualizaciones dependen de los usuarios. Pese a que las apps nativas pueden aprovecharse de las actualizaciones automáticas de los sistemas operativos, en muchas ocasiones, estas actualizaciones dependen de que el usuario termine de aceptarlas. No solo eso, cada actualización de una aplicación nativa debe ser diseñada, probada, optimizada y aprobada por cada sistema operativo por separado. Lo que no solo incrementa el trabajo y los costes, sino que también alarga el tiempo de lanzamiento al mercado. Esta complejidad puede dificultar la capacidad de las empresas para responder rápidamente a los cambios en el mercado o corregir errores críticos de manera eficiente.
Learn more about the advantages of web applications o WebApps at What is a WebApp? .
Type of mobile applications
To counteract the disadvantages that can arise when developing native mobile applications, over the last few years, the following have been appearing new types of mobile applications in the app market. In addition to native applications, we can nowadays also find web applications and hybrid or progressive applications . In the following, we will analyze in detail their differences through examples of applications developed in different sectors.
Differences between native Apps, WebApps and PWApps
Las aplicaciones nativas, como hemos visto a lo largo de este artículo, son apps desarrolladas específicamente para un sistema operativo como iOS o Android, ofreciendo alto rendimiento y una excelente integración con el hardware del dispositivo.
Por otro lado, encontramos las WebApps or aplicaciones web, apps accesibles a través de un navegador web que no necesitan ser descargadas por los usuarios y se actualizan automáticamente, lo que garantiza que siempre se está utilizando la versión más reciente.
Representan la evolución de las páginas webs más estáticas, al reunir en un solo espacio, la interfaz e interacción de las aplicaciones de escritorio con la agilidad, la colaboración activa entre usuarios y el almacenamiento en la nube que ofrecen los servicios por Internet. Una solución intuitiva y fácil de compartir como la WebApp de Rafa Nadal. Desarrollada en una de las últimas ediciones de Roland Garros. Una acción rápida, sencilla y efectiva que en su momento fue trending topic en Twitter (X) consiguiendo más de 18.000 fotografías.
Por último, encontramos las PWApps o aplicaciones híbridas, desarrollos que combinan elementos de ambas funcionando como apps nativas, pero construidas con tecnologías web, lo que permite una fácil actualización y mantenimiento cruzado de plataformas.
En la actualidad encontramos grandes ejemplos como Spotify, Instagram, Drive… Todas ellas son apps que pueden descargarse en las tiendas de aplicaciones, pero que no requieren hacer uso de los recursos del móvil para que funcionen correctamente. Todo se realiza a través de un servidor externo y almacenamiento en la nube.
Examples of mobile applications developed by Imascono
Now that we have seen the main types of mobile applications, it is time to get to know some of the most important ones. examples and use cases that have been carried out in different sectors.
El desarrollo de aplicaciones móviles más ágiles, intuitivas y personalizadas ofrece la oportunidad de desarrollar toda la interfaz de un e-commerce o tienda virtual desde cero, poniendo en el centro al usuario. Como en el caso de la WebApp desarrollada junto a Movistar y Prosegur Alarmas, donde los usuarios pueden ver en acción los distintos dispositivos de seguridad a través de una casa interactiva en web. Todo sin necesidad de descargar ninguna aplicación móvil.
Otra aplicación en el mundo del retail que ejemplifica la estrategia de integración de varias tecnologías en un mismo espacio comercial es la App y Gestor de Contenidos del Centro Comercial de La Torre Outlet. Una aplicación móvil perfecta para la fidelización y gamificación de usuarios.
Una aplicación que une diversión y Realidad Aumentada es el caso de éxito de Lacasitos App. Una app AR en la que los niños pueden crear su propio mundo lleno de diversión e imaginación, gracias a los sorprendentes personajes que cobran vida gracias a la tecnología.
Como ejemplo de aplicación desarrollada para los nuevos dispositivos de Virtual Reality encontramos el caso de éxito de Kai XR Platform. Una app VR para niños y estudiantes a través de la cual se pueden acceder a diferentes experiencias inmersivas que potencian la imaginación y el aprendizaje sobre diferentes temas: desde las ciencias naturales a la tecnología.
From Imascono We have helped a multitude of companies in different sectors to develop the mobile applications more suited to your needs and users . Native Apps, WebApps and PWApps all offer a multitude of benefits to facilitate the interaction between users and brands. Becoming one of the main communication channels for companies. Our engineers and designers will be happy to answer all of your questions and find out how we can help you to develop your mobile application Do you need a mobile application, native or web, adapting its functionalities to the specific needs of your company? Do you need a mobile application? Get to know our mobile application development service . ¡ Contact us at !
The interaction of Artificial Intelligence in Virtual Reality
The interaction of Artificial Intelligence in Virtual Reality
En la actualidad la tecnología está avanzando a pasos agigantados y la Virtual Reality no se queda atrás. Gracias a su convergencia con otras innovaciones clave como el Metaverso o el Spatial Computing, la experiencia inmersiva que propone va un paso más allá. Transformando nuestra forma de interactuar en el mundo digital.
Entre las tecnologías con las que se está combinando la Realidad Virtual, destaca, sin lugar a dudas, la Inteligencia Artificial. Consolidándose como dos fuerzas disruptivas para múltiples sectores. Desde transformar la forma en que disfrutamos del entretenimiento hasta revolucionar procedimientos médicos y programas educativos.
La combinación de ambas tecnologías ofrecen nuevas vías para innovar en el mundo virtual, crear elementos digitales en tiempo real y personalizar al 100% la experiencia inmersiva.
En este artículo vamos a explorar cómo es la unión de la Inteligencia Artificial con las experiencias VR, las ventajas que supone su combinación y qué futuro les espera a ambas tecnologías.
Ocio digital – Proyecto Spatial Computing desarrollado por Imascono
Differences between Artificial Intelligence and Virtual Reality
Although both technologies are often mentioned when talking about technological advances and tech trends with more business applications , Artificial Intelligence and Virtual Reality start from different contexts and lines of research in computer science. Virtual Reality is the technology capable of immersing us in fully digital alternative worlds , simulating completely immersive experiences, where we are the users who decide where to focus our attention. 3D environments in which our senses stop perceiving the real world thanks to total immersion through Virtual Reality glasses and its accessories. Creating the illusion of being present in a totally different place. On the other hand, Artificial Intelligence refers to the set of technologies that allow machines to think/act like human beings. By adapting to different situations and performing tasks that would normally require human intelligence. All through algorithms that feed back and learn on their own through training with data . A combination of machine learning models, Big Data and strategies that perform tasks such as pattern recognition or even decision making. AI does not create an environment, but rather endows elements of that virtual environment with the ability to think and react intelligently to user actions. You can find out more about Artificial Intelligence → Types of AI: what are the most relevant today? .
Technological convergence: Artificial Intelligence and Virtual Reality
The relationship between Virtual Reality and Artificial Intelligence is based on its mutual empowerment . AI can significantly improve the experience, through virtual space services for companies , making it more flexible, adaptive and personalized to the behavior of each user. On the other hand, Virtual Reality experiences provide AI tools with a unique space to bring out the full potential of this technology. From the development of non-player characters (NPCs) or the incorporation of hyper-realistic avatars with Artificial Intelligence like V-E-G-A that have a "life of their own" with intelligent actions, behaviors and responses. Also, the development of 3D environments that adapt in real time... virtual test environments where Artificial Intelligence can be trained and refined by users, which provides a richer and more dynamic experience , accelerating the development of intelligent algorithms without real-world consequences. Artificial Intelligence and Virtual Reality expand the boundaries of our digital experiences with intelligent and adapted interactions in real time. Together, these technologies not only advance in their respective areas, but also open up new possibilities in entertainment, education, medicine, among other fields.
Applications of Artificial Intelligence in Virtual Reality
Artificial Intelligence enriches Virtual Reality capabilities , providing richer and more personalized experiences. Next, we will see in detail some of the most important applications of AI in projects developed under Virtual Reality technology.
Interactive learning
The combination between Virtual Reality and Artificial Intelligence is revolutionizing education . Through AI, virtual environments can adapt in real time to the needs, abilities and learning paces of individual users/students. Through 3D simulations or Virtual Training Projects , the experience is not fixed, it evolves as the learner makes decisions within the virtual environment. In addition, you can adjust the difficulty of the tasks, analyze in detail the times and the type of answers the student makes in order to reinforce the most important contents . Not only does this improve knowledge retention, but it also keeps students motivated and engaged by adjusting the challenges to their skill level in real time. These virtual world learnings can be guided or tutored in the format of Artificial Intelligence avatar , which helps the user become familiar with the virtual space.
Personalized entertainment
Artificial Intelligence allows you to customize Virtual Reality experiences as much as possible , especially in the area of digital leisure . In video games, virtual theme parks, and even in film and television, AI adjusts content in real time to adapt to user preferences and emotional responses , creating dynamic plots and scenarios that change based on the player's decisions. This customization deeply enhances immersion, making each experience unique to the user.
Automation and data analysis
Undoubtedly, one of the great applications of the integration of AI tools into Virtual Reality experiences is the automation of processes and the analysis of all data generated. In Virtual Reality environments, AI makes it possible to create simulations that can be used to predict behaviors , optimize processes and perform complex analyses in real time; generating a database of great value on user behavior and interaction with digital elements.
Design of virtual spaces in real time
As we have seen in the previous sections, the combination of Artificial Intelligence and Virtual Reality allows for real-time customization and personalization . Not only at the content level based on user behavior, but also in the virtual space itself. A fact that gives the user more control and independence, adapting landscapes, decoration, and even allowing them to build their own space in that Metaverse or virtual world. A very important change in the sector of video games has also occurred in more entrepreneurial fields such as architecture and interior design. Now these studios can immerse their customers in the digital twins of their future properties, being able to change in real time the layout, colors and furnishings. You may be interested in → The Influence of Artificial Intelligence in the Metaverse
Promising future of Virtual Reality and Artificial Intelligence
Virtual Reality is benefiting from the integration of Artificial Intelligence, both now and in the future. A combination of technologies that is marking a new era of innovation and human-machine interaction . This synergy is revolutionizing and will revolutionize different sectors, such as entertainment, education, commerce and healthcare. Seeking personalized immersive experiences , adaptive in real time and in which users can get around naturally. With AI managing virtual environments that respond and adapt in real time to the user's actions and emotions, enabling new and better learning experiences, play and personalized therapies. In addition, the combination of these technologies can lead to significant advances in the simulation and modeling of complex 3D scenarios , allowing users to explore and interact with virtual worlds that mirror or exceed the complexity of the real world. In the design of these spaces, the limit is in our imagination.
Artificial Intelligence and Virtual Reality Projects with Imascono
At Imascono we know that the future of Virtual Reality lies in the integration of Artificial Intelligence tools, both in their own development and in the content and experiences they offer to users. For this reason, we have a team of 30 engineers and developers specializing in Virtual Reality and Artificial Intelligence that can help you make the leap to these technological breakthroughs through our Virtual Reality for companies services. Need a project that combines the best of AI with the virtual world? Contact us at !
Virtual Reality in video games: the future of entertainment
Virtual Reality has ceased to be just a science fiction concept and has become the great immersive technology that allows us to travel to a whole new digital universe in which the users are in control. In the video game and entertainment industry that means that fiction reaches the real world . The fourth wall is broken and the user becomes part of the game world. In this article we want to go deeper into the video game industry's commitment to this immersive technology, the digital transformation that this sector is undergoing and the benefits, both in the present and for the future.
¿Qué es la Realidad Virtual?
Virtual Reality is the technology capable of immersing us in completely digital alternative worlds, where we, the users, are the ones who decide where to focus our attention. 3D environments in which our senses cease to perceive the real world, thanks to the total immersion through the Virtual Reality glasses (HMD or Head-Mounted Display) and its accessories. The various remotes, gloves, headsets and haptic suits not only allow us to see, hear and feel these new digital experiences, they also offer us a great freedom of movement to enjoy the virtual universe. Virtual Reality is just one of the immersive solutions encompassed within the Extended Reality . A series of technologies to which also belong the Augmented Reality y la Mixed Reality . Their origins and software are different, but their objective is similar: eliminating the barriers between the real and the virtual . While Virtual Reality transports users to the fully artificial 3D spaces In Augmented Reality, the real world is still shown, but with virtual elements superimposed on reality. On the other hand, the Mixed Reality is the result of the combination of the two previous technologies, where users can interact with these digital elements superimposed on the physical world. A technology that we can also see in Spatial Computing.
Evolution of videogame development and Virtual Reality
From the earliest developments, the video game industry has been gradually introducing technological advances in its entertainment experiences. Wireless controllers, motion recognition systems, high-definition screens... Currently, the world of video games is in the process of introducing a new technology that is forever changing the way we understand gaming: the Virtual Reality. As mentioned before, Virtual Reality not only immerses you in a whole new world, but also in a whole new world. makes you the protagonist of the story . A leap into first person and immersive 100% experiences that changes the dynamics of video games. Players feel part of the game world, their senses adapt to this new 360° space and they can even look into the eyes of the other characters in the video game. Undoubtedly, significant changes that mark a before and after in the entertainment industry. You can learn more about this topic in our post→ Technology trends in amusement parks: Virtual Reality .
Benefits of Virtual Reality in video games
Virtual Reality has revolutionized the how gamers experience digital entertainment This has brought with it a series of benefits for the videogame industry that can be summarized as follows:
Increased immersion level
Virtual Reality (VR) transports players into the heart of the video game, making them feel truly part of the game and the action. With detailed three-dimensional environments and the ability to interact with the whole space as if they were real, Virtual Reality transforms the gaming experience making each decision feel more impactful and meaningful. If we add to this the incorporation of haptic suits and gloves The level of immersion increases even more: the video game is no longer only seen and heard in first person, it is also felt. See involves our whole body, movements and senses as in the Frozen Emotion immersive experience where, by combining Virtual Reality with the installation of the phygital of a physical bridge, users feel the adrenaline rush of crossing a bridge high in the snow-capped mountains.
Increased interaction
The virtual world of the video game opens up a whole new range of actions, decisions and interactions within the game. Players can explore space at your own pace and in the first person manipulating objects and even communicating with the characters in a much more natural and interactive way through virtual avatars . If, in addition, these avatars are endowed with Artificial Intelligence interaction is multiplied, as these video game AI avatars, NPCs, are able to interact with the players themselves. With training, context and prior information that allows it to adjust to the needs and open-ended actions that users perform during the game.
Gamification of the business world
Beyond video games and the world of entertainment, Virtual Reality and its game mechanics are also reaching the more business-oriented sectors thanks to the Gamification . This trend consists of transfer the dynamics of video games to professional education and training, as well as to VR testing and training simulations. Gamification coupled with Virtual Reality offers an attractive and effective way of training skills in controlled but realistic environments . As in the Global Spedition Virtual Trainings for the prevention of occupational hazards or the pharmaceutical company Boehringer Ingelheim for the training of healthcare workers in the preparation of their new drugs. You may be interested in → Digital leisure as a new form of entertainment.
Examples of Virtual Reality video games
Virtual Reality is a before and after in the way we consume multimedia content, where immersion in the action makes the fourth wall disappear for the first time. immersing us in a whole universe of entertainment and action. . Below, we will look at some of the examples and the most relevant success stories in the area of Virtual Reality and video games:
Si algo nos permite la Realidad Virtual es la posibilidad de viajar al pasado y al futuro, como en la experiencia inmersiva de Ibercaja Xplora donde los usuarios pueden descubrir el paso del tiempo en la ciudad de Zaragoza cruzando el ‘Portal Virtual’.
Este mundo virtual permite conectar diferentes industrias del entretenimiento, como son los videojuegos con la televisión. ¿El ejemplo? El vecindario virtual de Las Vueltas que da la Vida. La primera producción española en grabarse en el Metaverso y que, además, permite que los usuarios visiten y descubran por sí mismos sus escenarios virtuales.
El desarrollo de videojuegos en VR también puede llevarse al mundo del marketing y el customer experience. Este es el caso del Foster’s Hollywood VR Game, un juego inmersivo lanzado para la noche más terrorífica del año.
¿Te imaginas competir en una carrera virtual? Este es el caso de la experiencia eRunner VR desarrollada por Ibercaja para promocionar la Carrera Popular entre los nativos digitales. ¿El objetivo? Atraer al público joven y llevar el entretenimiento al siguiente nivel.
El mundo de los videojuegos y de la Realidad Virtual también están unidas a la cultura y al turismo. Este es el caso de la experiencia inmersiva de Loarre XR, para visitar virtualmente el castillo románico y, más recientemente, la visita experiencial del Acuario de Zaragoza, desarrollada íntegramente para las gafas Apple Vision Pro. Introduciendo el Spatial Computing en el sector turístico.
El mundo de los videojuegos también tiene cabida en la educación y capacitación profesional. Gracias a la inmersión y a la gamificación de las dinámicas del juego, el aprendizaje revoluciona: implicando más a los alumnos, motivando y haciendo más amena la lección. Como en el Virtual Training desarrollado por CEVA Velactis en el sector sanitario.
The future of video games in the Metaverse
Not only Virtual Reality is shaping the future of the video game industry, but also the major technological trend of the Metaverse and virtual worlds such as Fornite, Decentraland, Roblox or Spatial. 3D worlds, interactive, multiplayer, where the experience goes beyond the game, becoming a new socioeconomic space and communication channel for companies looking to connect with new generations.
Blockchain
In relation to the video game industry, we are witnessing the birth of new games and experiences like the play-to-earn video games . Games developed in the Metaverse and based on blockchain technology that allows players to earn money by buying and selling digital assets from the video game world, whether they are add-ons, terrains or avatars. The majority of these video games require an initial investment in the form of cryptocurrencies or specific starter packages to start playing. From that moment on, the player takes control and decides how to play and what to do in this universe.
Artificial intelligence
The future of videogames and entertainment in general, also involves the incorporation of the Artificial Intelligence . AI makes it possible to create more realistic, flexible and responsive characters and environments adapting in real time to the actions and decisions of the players. Artificial Intelligence also makes it possible to develop more complex narratives that change and evolve, offering new levels of customization and adaptability.
Virtual Reality (VR) development for videogames
After more than 12 years in business, in Imascono we have specialized in the ideation, creation and development of all kinds of projects based on Virtual Reality with great examples in the world of entertainment and video games. In all of them we provide support both in the consulting part as well as in their installation, training and dissemination. We accompany you throughout the entire process, from conceptualization to final implementation. We focus on understanding your specific objectives and requirements in order to offer you a Virtual Reality solution for companies efficient and high quality for your VR experience. Our technical team of engineers and designers has a wide range of experience in the field. extensive experience in the development of Virtual Reality projects and its latest innovations. Contact with us and find out how we can help you develop your VR game.
The 5 most relevant Metaverse technologies
The 5 most relevant Metaverse technologies
El universo virtual de mundos interconectados ya es una realidad y las empresas debemos estar preparadas para dar el salto a esta nueva era digital.
Este concepto, nacido de la novela de ciencia ficción Snow Crash, escrita por Neal Stephenson a principios de los noventa, se ha convertido en los últimos años en una de las grandes tendencias tecnológicas. Este concepto supone el inicio de la carrera por elnuevo Internet 3D, por la nueva interacción humano-máquina que empieza a estar presente en nuestro día a día.
Sin duda, el Metaverso está revolucionando el sector tecnológico, cambiando la estrategia y modelo de negocio de todo tipo de empresas. Unos cambios que no serían posibles sin las tecnologías que dan forma a este universo virtual.
En el artículo de hoy nos centraremos en las 5 tecnologías clave en las que se basa el Metaverso, el nuevo universo virtual al que se están trasladando sectores tan importantes como el comercio, entretenimiento, ocio, cultura y formación.
The rise of the latest technologies in the Metaverse
The Metaverse can be defined as a great virtual world composed of multiple interconnected digital worlds. Where we humans interact socially and economically through virtual avatars , NFTs and cryptocurrencies into digital experiences that go beyond the static websites we all know, to truly immerse ourselves in interactive 3D spaces and gamified . The central idea of this new ecosystem is humanizing the virtual world and our digital presence thanks to the incorporation of the latest innovations in the field of Virtual Reality , Augmented Reality , web3, multiplayer system and Blockchain technologies. The rise of the Metaverse and immersive technologies that shape it comes from the digital transformation that our companies and our society are experiencing. The digital world has become a point of connection and the main source of income for a large number of companies. It will become increasingly important. In addition, our relationships are increasingly digital, thanks to the impact of e-commerce, social networks and teleworking. With the Metaverse, these interactions go one step beyond the screens, to more immersive, interactive, and humanized experiences in the virtual world. If you like, you can learn more about this new digital world at What is the Metaverse: Everything you should know about it .
Key technologies driving the Metaverse
Metaverse , Extended Reality , Spatial Computing ... are different terms that refer to the same concept: that idea of extending reality, making the interaction between the real world and the virtual world more natural, more humanized. To this end, this technological trend is supported by 5 key innovations in the technological world . Disruptive technologies whose integration brings out the full potential of the Metaverse ecosystem.
Realidad Aumentada
Augmented Reality is fundamental in the development of the Metaverse, as it allows virtual elements to be superimposed on the real world, enriching the user experience . Thanks to this immersive technology, the real and virtual environments are intermingled, creating interactive experiences that are accessible from several devices at the same time: from cell phones and tablets to Augmented Reality glasses. This synergy between Augmented Reality and Metaverse is pushing the boundaries of how we interact with our environment, merging the digital and the physical in innovative and practical ways. As in the AR experience and Lacasitos marketing campaign , where inside its famous tubes were hidden some amusing characters that came to life in the real world thanks to Augmented Reality.
Virtual Reality
Virtual Reality is an essential component of the Metaverse, providing the infrastructure necessary to create fully immersive environments that users can explore and interact with. We, the users, are the ones who decide where to focus our attention. By offering a detailed and immersive simulation, Virtual Reality allows users to enter the Metaverse, redefining digital interaction. Our senses cease to perceive the real world thanks to the total immersion through Virtual Reality glasses (HMD or Head-Mounted Display) and its accessories. This integration between VR and the Metaverse is setting a new standard for entertainment, education and virtual meetings, making previously unimaginable experiences possible. Experiences such as KAI XR, an educational platform in Virtual Reality where every child can enjoy different learning experiences focused on history, science or geography , to discover the pyramids of Egypt or to see how a NASA rocket launch is prepared.
Artificial intelligence
Artificial Intelligence is starting to influence content and developments in the Metaverse. The combination of both technologies revolutionizes the virtual world as we know it. AI is crucial to the Metaverse, as it powers the creation of dynamic environments and non-player characters (NPCs) that respond realistically to human interactions. Through the use of Artificial Intelligence, the Metaverse can offer personalized and adaptive experiences . AI is a powerful tool that learns and adjusts to the preferences and behaviors of each user. An AI success story can be found in V-E-G-A , an AI-enabled avatar that teaches about technology and can be accessed from web browsers, physical totems and virtual experiences in the Metaverse.
Internet de las Cosas
The Internet of Things (IoT) refers to the network of interconnected devices that collect and transmit data over the Internet, enabling the integration and automation of processes. IoT enriches the Metaverse by connecting devices from the physical world with the digital universe, allowing real information to influence virtual environments, and vice versa. Through the IoT, you can integrate real-time usage and behavioral data into the Metaverse . The accuracy and relevance of the simulations are improved, digital twins and interactions. This convergence enables a more synchronized and coherent experience between the physical and virtual worlds, expanding the possibilities for interaction and immersion in multiple sectors.
Blockchain and cryptocurrencies
Metaverse benefits from technology integration Blockchain, both in the control and security of socio-economic transactions carried out within the virtual world. Both the Blockchain and cryptocurrencies provide a secure, decentralized infrastructure essential for transactions and asset ownership within the metaverse, ensuring authenticity and transparency. These technologies enable Metaverse users to buy, sell and trade virtual goods with full verifiability and traceability. Fundamental to establish a robust digital economy . In addition, Blockchain fosters the creation of smart contracts and decentralized governance, facilitating more complex and automated interactions in Metaverse environments. You may be interested in → Metaverse and Tourism: revolution in the sector
Challenges of Metaverse Technologies
The Metaverse is currently under construction. Little by little, companies have been developing and moving our actions to the Metaverse, integrating the different technologies we have seen throughout the article. This step towards the 3D Internet and virtual universe present several challenges and opportunities that are important to consider when developing these immersive experiences. User adoption, cost optimization, privacy and security, and interoperability between different platforms are some of the key points that are marking the lines of work of this new technology. Incorporate the Metaverse and its technologies in the value proposition and business model is crucial for companies. It offers a revolutionary environment for business innovation , redefines customer interaction and experience and opens up new opportunities for growth in the digital world.
Business Metaverse developed by Imascono
At Imascono we are aware that the future of companies goes through the Metaverse and by the adoption of these technologies that shape it. Artificial Intelligence, IoT, Blockchain, AR/VR experiences... That is why we have a whole area specialized in the development of experiences for the business Metaverse called Business To Metaverse. Thanks to our team of engineers and designers, our proprietary working methodology and the experience of more than 12 years of activity in the Metaverse area and immersive technologies, we have accompanied companies such as Telefónica, Iberdrola, Rafa Nadal Academy, elBulliFoundation or Metrovacesa in their leap to this new 3D Internet. Do you need a project in the Metaverse? ¡ Contact us at !
Digital leisure as a new form of entertainment
Digital leisure as a new form of entertainment
A new way to have fun and enjoy our free time has arrived. The digital leisure has been a trend since the expansion of the Internet and the growth of the world of video games, social networks and streaming platforms. Now, this trend goes one step further with the incorporation of new immersive technologies. Where entertainment goes from storytelling at storyliving . From being mere spectators to being part of the action. In today's article we are going to take a closer look at the concept of digital leisure and its linkage with the Extended Reality the Spatial Computing and the Metaverse . In addition, we will learn about some of its the most important success stories, as well as the benefits it brings to both users and companies.
What is digital leisure?
We understand as digital leisure all forms of entertainment that take place in the online world and/or through mobile/electronic devices. This type of entertainment takes advantage of the capabilities of the internet and digital technologies to connect with the audience, personalize content and encourage both the creation and consumption of all types of multimedia content. Watch series and movies on streaming platforms The new technology is also a great way to create and consume content on social networks, play online video games and explore immersive experiences in AR/VR are just some of the proposals. Digital entertainment has transformed the way people enjoy our free time, connect with culture and, above all, the way we socialize. Opening up a new range of opportunities for entertainment companies and the corporate world in general, for connect with your users/customers . You may be interested in → Augmented Reality in advertising with interactive content .
Types of entertainment in digital leisure
Technology is radically transforming entertainment . The first leap was the Internet and the birth of social networks and streaming platforms that made our way of relating to each other and enjoying our free time increasingly digital. However, since the advent of the Metaverse and the expansion of the Virtual Reality and Augmented Reality Immersive technologies are redefining the way we interact with digital entertainment. It is no longer just about consuming content, but also about fully submerge in it. Next, let's take a look at the The most important types of entertainment within the digital leisure trend.
RRSS
Social networks have become one of the fundamental pillars of digital entertainment, offering a platform where users can consume , create , connect and share their interests. A digital-social world where entertainment content is shared in real time, communities are created and a wide variety of multimedia content is accessed: photos, videos, articles, podcasts. And even interactive games and Augmented Reality experiences developed by the brands themselves, such as the case of Adobe who did not hesitate to use the RRSS and the AR filters to promote its macro-event Adobe MAX in Los Angeles.
Streaming platforms
Streaming platforms have revolutionized digital entertainment by providing instant, on-demand access to an extensive library of audiovisual content, including movies, series, documentaries and music. This accessibility has radically changed the entertainment consumption habits . These platforms have driven the original content production The company is diversifying the options available and proposing a personalized, user-centered consumption model. A consumption of multimedia content that can be made through screens or through immersive Virtual Reality experiences as in the case of KAI XR Platform the VR streaming platform focused on educational content for children.
Videojuegos
Video games have grown exponentially thanks to the Internet, the development of high-definition graphics, Virtual Reality and global connectivity, offering increasingly immersive and accessible worlds . In addition, video games are increasingly focused on creating experiences in which players can socialize, collaborate, and compete, creating a sense of belonging that goes beyond the game itself. This sense of belonging generated by video games can also be exploited at the corporate level, as in the case of the Foster Hollywood's virtual escape room, The Other Side for the scariest night of the year. A immersive mobile experience in which users have a mission: to prevent zombies from crossing the border between the virtual world and the real world.
Virtual Reality
The Virtual Reality is a before and after in the way in which we consume multimedia content, where the immersion in the action makes the fourth wall disappear to immerse us inside the entertainment universe. A change that becomes a reality, moreover, because it involves all of our body, movements and senses . VR glasses and other haptic devices make the experience much more realistic, allowing you to create new and amazing adventures. As in The Twists and Turns of Life the audiovisual production of VidaCaixa and Movistar Plus which becomes the first Spanish filming in the Metaverse. In addition, viewers can join the experience and enjoy exclusive content and challenges.
Realidad Aumentada
The new era of digital leisure and entertainment is not only about replacing face-to-face with virtual. It is also about completely revolutionize the actual experience . Thus, thanks to the Augmented Reality the user has more control and information about the show you are watching live . You can choose new angles from which to enjoy the event, see all kinds of additional information overlaid and even enjoy a much more immersive show by being able to add special effects and animated characters as if they were actually there. As in the Connected Art where culture, art and leisure come together thanks to technology. Thanks to the AR website you will be able to discover great experiences in the different Commercial Strolls of Zaragoza.
Experiencias phygital
The concept of phygital, the fusion of the physical and the digital is also transforming digital entertainment by combining the advantages of the online world with the close relationship with the user that is achieved in face-to-face experiences. The phygital leisure not only enriches the user-content interaction, but also strengthens the emotional connection and consumer engagement, creating a new paradigm in how we experience entertainment. An example of the phygital potential can be found in the Frozen Emotion immersive experience where, by combining the Virtual Reality with the physical bridge, the users feel the a drenaline to cross a bridge high in the mountains and ski down. You can to go deeper into the subject at Phygital as a new dimension in user experience .
Benefits of digital entertainment
Throughout this article we have been learning about some of the advantages and benefits offered by digital entertainment, both to companies in the entertainment sector and to the business world in general. In this section we would like to summarize the 6 main benefits of digital entertainment:
Conexión emocional. El ocio digital permite a las compañías desarrollar experiencias envolventes, únicas y personalizadas que generan una conexión emocional fuerte con los usuarios. Fomentando el engagement hacia la marca con contenidos interactivos y de entretenimiento.
Diferenciación. En un mercado saturado de estímulos, el ocio digital innovador ofrece a las empresas la oportunidad de destacar frente a sus competidores. Creando contenido digital único, desarrollando experiencias tecnológicas novedosas. Todo para capturar la atención del consumidor y reforzar la imagen de marca.
Impacto positivo. En este tipo de experiencias inmersivas es el usuario el que toma la iniciativa de conectar con la marca, lo que convierte al ocio digital en una de las principales estrategias pull de marketing. El público objetivo es proactivo y vive este tipo de acciones como una forma de entretenimiento, no como una intromisión, generando un gran impacto positivo en la mente del consumidor.
Increased creativity. El ocio digital invita a la creatividad dentro de la empresa y también fuera, con campañas de marketing y publicidad que marcan la diferencia y generan impacto en el público objetivo. Además, permite explorar nuevas formas de interactuar con los clientes.
Omnicanalidad. El ocio digital facilita la implementación de una estrategia omnicanal, permitiendo a las empresas interactuar con los consumidores a través de múltiples plataformas y dispositivos de manera coherente y fluida. Ya sea a través de apps móviles, RRSS, o experiencias de Realidad Extendida, el ocio digital asegura que el mensaje de la marca llegue a un amplio público de manera efectiva, independientemente del canal que prefieran.
Gamificación. La Gamification utiliza las mecánicas de los juegos para mejorar la participación de los usuarios y su motivación. Al aplicar estos principios en sus productos/servicios, en sus campañas de marketing y en sus experiencias de ocio digital, las empresas pueden mejorar significativamente el compromiso y la satisfacción de los clientes.
The future of digital entertainment
The future of digital entertainment is immersion. By immersion and by the further integration of advanced technologies as the Artificial Intelligence the Mixed Reality and Big Data, pushing the boundaries of the entertainment experience. Another key point is the content customization adapting digital entertainment to the tastes of each user. Creating experiences that can even change and adapt according to the experience that each individual wants to live. In addition, digital entertainment and leisure is expected to spread to other sectors. Through the Gamification sectors, such as education and healthcare, will leverage digital entertainment to improve student learning and patient treatment. On the other hand, the global connectivity and internet speed improvements The new technologies, such as 5G, will facilitate richer and more accessible digital entertainment experiences, democratizing access to digital entertainment.
Imascono de ocio digital relevant projects
Digital leisure is born from the commitment to the technology, the digital world and entertainment . Three key points that open a wide range of possibilities to connect with users and take fun to the next level. Throughout the article we have seen some examples, but here we want to show you the most surprising proposals for digital entertainment:
El ocio digital también está presente en la cultura y los museos. ¿El mejor ejemplo? La apuesta por la tecnología y las experiencias inmersivas del Rafa Nadal Museum en Manacor. Una serie de instalaciones tecnológicas donde destaca la interacción, el uso de las últimas tecnologías y la conexión con los visitantes.
Otro ejemplo de proyectos de entretenimiento y ocio digital es la gymkana en Realidad Aumentada desarrollada por Lacasitos. Un juego AR pensado para los más pequeños de la casa, en la que los niños tienen que atrapar a sus personajes favoritos en las calles de su ciudad.
El ocio digital llega también a los sectores más empresariales como la banca. Buscando potenciar la conexión con la marca, Ibercaja ha apostado por la remodelación y transformación digital de su sede central. Con un nuevo Espacio Xplora que cambia la percepción de su empresa, propone nuevas actividades y que, gracias a la tecnología, conecta a los usuarios con los productos, servicios y nueva imagen de marca.
Un ejemplo de unión entre ocio digital y experiencia phygital que destaca por su creatividad, originalidad, innovación y premios es la experiencia inmersiva de Disney y Star Wars. Donde los usuarios, al pasar por el escaparate AR, se convertían al instante en uno de sus personajes favoritos de la saga de ciencia ficción.
Otra atracción interactiva de Disney es el photocall de Realidad Aumentada de Marvel. Una acción de promoción y marketing de su película Thor Ragnarok en la que los fans de los superhéroes se sintieron protagonistas del mundo de Asgard.
Undoubtedly, if there is one thing that all these digital leisure and entertainment projects have in common, it is that the user is at the heart of the experience . Different proposals in which from Imascono we have contributed our knowledge, creativity and know-how of new cutting-edge technologies. With more than 12 years in business With a team of more than 30 engineers and designers, and thanks to our proprietary methodology, we accompany you throughout the entire process of creating this type of surprising experiences, from conceptualization to implementation. Do you need an impactful digital entertainment experience? Contact with us and we will help you to transform your customer experience with immersive, inspiring and interactive proposals!
Tipos de IA: Cuáles son los más relevantes en la actualidad
Types of AI: what are the most relevant today?
Aunque parezca sorprendente, la Artificial intelligence no es algo nuevo. Es un área de estudio de la informática y la computación que se lleva investigando desde los años 50 del siglo pasado
No obstante, ha sido ahora, con la democratización de las herramientas de Inteligencia Artificial Generativa, cuando esta tendencia tecnológica y área del conocimiento ha llegado a todos los públicos. Y a las empresas.
En el artículo de hoy queremos hacer un repaso sobre qué entendemos por Inteligencia Artificial, cómo surge y lo más importante, qué diferentes tipos de IA existen.
¿Qué entendemos por Inteligencia Artificial?
Before going deeper into the classification of Artificial Intelligence and knowing the different types of AI that exist, it is necessary to review what this technology consists of. We understand by Artificial Intelligence the ability of machines to think/act like humans. . To perform tasks that normally require human intelligence. All through algorithms that feed back and learn on their own through training with data breaking with the schemes of traditional programming. A combination of machine learning models, Big Data and strategies that perform tasks such as pattern recognition or even decision making. As summarized by the great computer scientist Alan Turing in the famous 'Turing Test': "a computer can be called 'intelligent' if it manages to fool a person into thinking it is a human". You may be interested in → Challenges of Artificial Intelligence applied to the enterprise .
Classifications of Artificial Intelligence
As mentioned at the beginning, Artificial Intelligence is an area of computation that has been studied for decades, so that, within the research on this technology, there are different approaches and currents. Among all of them, we can highlight 3 different ones classifications of Artificial Intelligence. Stuart Russell and Peter Norvig's 'Think or Act' dilemma; and types of AI according to their capability or according to their learning.
The 4 types of Artificial Intelligence: Thinking or Acting
The computer scientists and researchers Stuart Russell and Peter Norvig proposed in their book "Artificial Intelligence: a modern approach." a distinction between the types of AI between "think or act" and between the more human, more biological approaches and the more rationality-focused, more logical-mathematical approaches. Systems that think like humans They are machines whose purpose is to mimic human thinking such as artificial neural networks. These are based on the structure of the human brain itself and the Theory of Mind. The brain serves as an inspiration for the development of programs and algorithms. Seeking understanding knowledge through semantic models LLMs and information systems. These IAs are focused on activities related to human thought processes, such as problem solving or decision making.
Sistemas que actúan como humanos
Within this category are the systems that seek to act like humans The Turing Test is the objective of these tests. They seek to understand the behavior . An example of this can be found in the humanoid robots or virtual avatars with Artificial Intelligence, prepared to look/act like human beings. They are AIs whose goal is humanization.
Sistemas que piensan racionalmente
The focus in this type of Artificial Intelligence is no longer so much to think like humans, but to think like humans. think rationally . They do not seek to imitate human thinking, but to improve it, to go beyond it at a logical-rational level. Focusing on 'The Laws of Thought', mathematics, philosophy and logic to develop AI Computing. They are based on the use of computational models that study mental faculties, designing expert systems.
Sistemas que actúan racionalmente
Finally, we find the Artificial Intelligences that search for to rationally mimic human behavior These systems include all of the above approaches where rational agents perceive and act, seeking the best possible outcome. These systems include all the previous approaches where rational agents perceive and act, seeking the best possible outcome. You can deepen its connection with other technologies in the influence of Artificial Intelligence in the Metaverse
Types of AI according to their capacity
According to its capabilities, Artificial Intelligence can be classified as follows Narrow Artificial Intelligence in General Artificial Intelligence or in Super Artificial Intelligence . Some of them are already implemented in different companies and industries, such as the Artificial Intelligence in tourism industry and education. Others, such as Super Artificial Intelligence, have only been theorized or shown in movies.
Inteligencia Artificial Estrecha
The Artificial Narrow Intelligence (ANI) is the most inflexible type of AI: its function is to focus on one single job and devote all its power and attention to it. Dedicated to one role . As a parallel would be a skilled professional engaged in a single complex function. ANI Artificial Intelligence does not reproduce human behavior, it only simulates it in a specific function. That is why they are focused on concrete and specific objectives . As virtual assistants, for facial recognition, to filter spam, as autonomous vehicle systems, to create images, virtual assistants such as Siri or Alexa... It is the most common type of Artificial Intelligence and the most widespread at user and enterprise level. The different tools for Generative Artificial Intelligence would also fall into this category, being specialized in one area and in solving one problem.
Inteligencia Artificial General
Among the types of Artificial Intelligence, AGI is considered strong and deep, a machine capable of mimic human intelligence with a vast capacity for action. This AI can learn and replicate attitudes and behaviors to solve different issues. AGI can think, which leads to a unique understanding and great adaptive capacity For each scenario he has to deal with, he has a different proposed solution. With a resolution capacity very close to the human mind. A possible example of this type of AI can be found in V-E-G-A the avatar equipped with Artificial Intelligence which performs the functions of assistance, presentation and conversation, humanizing the interaction with users.
Súper Inteligencia Artificial
As the last type of Artificial Intelligence in this classification, we find Super Artificial Intelligence (ASI). Where the AI goes beyond imitation to definitely surpass the human mind. The machine is capable of becoming conscious and autonomous. Being more skilled than humans, able to think better, more rational and faster. This type of AI is still in development . We have only seen its potential in movies, particularly in science fiction and dystopian films such as Terminator . This AI will give machines the ability to be better athletes, doctors, artists and scientists, and even to the point of having emotions, judgments, opinions and desires of their own.
Other types of Artificial Intelligence (AI)
Artificial Intelligence is not explicitly programmed, but data is given and algorithms are trained. Depending on the learning model and data typology with which they are trained, we can classify Artificial Intelligence into:
Aprendizaje automático
Better known by its English term machine learning'. It is one of the types of Artificial Intelligence that has the greatest impact on business. It is a automatic learning of machines/computer systems from structured data. The information is filtered with different variable designs, where the algorithm and different models learn from this data and provide results. These are programs whose performance improves with experience. Three types of ML or learning strategies are currently used for these models: supervised learning (guided through labeled data), unsupervised learning (the system autonomously finds patterns) and reinforced learning (the system learns based on reinforcement, where we have the reward function).
Aprendizaje profundo
The deep learning is a step further in learning. They are multilevel programs based on neural networks with different connected machine learning models that help each other. Deep learning allows us to use unstructured data such as images and videos The different machine learning models will find the structure of the data autonomously.
Sistema experto
Expert systems are computer programs that have the following objectives solving a very specific problem by emulating the reasoning of an expert in the field . Projecting all the capacity of Artificial Intelligence in a single objective. They are commonly used in specific areas such as finance, medicine, logistics... to mimic the decision making of a professional in this field. Its training and learning model is totally focused in that area. If you are interested, discover the interactions between Augmented Reality and Artificial Intelligence .
One of the most innovative and decisive applications of Artificial Intelligence in the business environment is its implementation in user experience and customer interaction (externally) and employees (internally). Where AI agents and avatars play a key role in efficiency, personalization and communication. Avatars equipped with Artificial Intelligence are already a reality among companies. V-E-G-A ( Virtual Enterprise Generative Avatar ) is the new generation of hyper-realistic virtual avatars with generative AI. Virtual avatars that allow to enrich the quality of the interactions thanks to the humanization of Artificial Intelligence . At Imascono we humanize technology projecting and developing the new era of digital products. We have Artificial Intelligence services for companies . Our team of professionals specialized in AI can help you incorporate the great advances of Artificial Intelligence in your company. With virtual avatars like V-E-G-A, not only does customer service become more personalized, but it also allows you to connect with your audience in a more natural and humanized way, collecting analytics on both interactions and user behavior with the company. If you have questions about how to implement Artificial Intelligence in your company, do not hesitate to contact with us .
Membresía digital: definición y principales ventajas
Membresía digital: definición y principales ventajas
A membership or subscription service is a business model in which exclusive products, experiences, services and/or benefits of high value for customers are offered. The communication, interaction and loyalty of membership offers a new way to experience the connection with the company, its values and value propositions. In this article, we go one step further to delve into the digital membership u online . Where these benefits are managed through a web-based platform or even through virtual spaces implementing the latest technologies in the field of Metaverse , Extended Reality and virtual twins . As a success story, we will analyze the digital membership launched by the travelers' club Exclusive Traveler Club managed through its Exclusiverse . But first:
What is a digital membership?
A membership, based on its definition, is a distinction received by a customer or user from an organization in exchange for privileges, benefits or special services targeted to a specific and segmented group of customers/users. Taken to the online world, a digital membership involves the management of these benefits and exclusive content on webapps and other online platforms. Where it improves communication and brand-user relationship and customers can access the advantages and benefits from the digital world. It is one of the most profitable types of online business today. It is also one of the most widespread, so you need to know how to differentiate and offer unique and attractive experiences to the members of the membership is key to stand out from the competition. Where it is not only important the what, the services, experiences and products offered, it is also important the how. This is where the Extended Reality, blockchain technology and virtual worlds play a key role in the relationship and interaction with the users, offering virtual spaces on exclusive websites. A Metaverse in which to foster loyalty and engagement with the brand. You may be interested in → What is the Metaverse: Everything you should know about it .
Main advantages of a digital membership
A membership, both digital and traditional, offers a unique opportunity to maintain a close and direct contact with customers . For customizing products/services, shopping experience and customer service . In addition to previewing upcoming releases and offering exclusive benefits to users as members of the community. In addition to these key aspects, a digital membership offers many other advantages for the companies that implement them. These are the main advantages:
Exponential growth
The integration of digital memberships is a exponential growth both in terms of community members, customers and business benefits. Manage memberships online facilitates the way in which users discover, join and interact with other members.
Increased communication with customers
Digital memberships, especially when managed on an active online platform, facilitate communication between the organization and customers . Users can connect with the brand 24 hours a day, 365 days a year online. They can discover the latest announcements and benefits through their profile and, in addition, have a two-way and flexible communication with the brand. If complemented by the Artificial Intelligence this customer service is customized according to your specific questions and needs. Through AI avatars In this way, customer service becomes more proactive, leading conversations and fostering a closer and more natural relationship with the company. Thus, the customer/user is an active part of their membership and is aware of all its advantages.
Loyalty of the membership community
Subscription-based or membership-based models seek to customer loyalty while segmenting and segmenting customers. This allows us to offer them better content and personalized packages according to their tastes and needs. If, in addition, membership is accompanied by activities, events and virtual spaces in which to socialize, customers are linked to the community of members. Fostering the connection both with the brand and with the rest of the users.
Exclusive brand space
If you have a digital membership, why not have a digital space for members? The latest developments in 3D web spaces and virtual twins offer a unique opportunity for companies to create virtual worlds in which they can expand the engagement and connection with users . Spaces whose architecture and interactions represent the idiosyncrasy and values of the brand. Exclusive spaces in which to organize events, talks, networking, showrooms and even training. Where users can customize your avatar, have your profile and access all information about your membership and the club . You can learn more about this topic in our post-> Advantages of the Metaverse in companies .
Innovation of digital membership in tourism: Exclusiverse case study
Las membresías o programas de suscripción están presentes en multitud de sectores, pero sin duda, uno en los que estas membership aporta más valor es en el sector turístico.
Pertenecer a un club de viajeros ofrece múltiples beneficios y experiencias exclusivas para los miembros. Para las empresas turísticas, supone una forma de fidelizar a los usuarios, además de llevar la experiencia de viaje a nuevos niveles de personalización más allá de su estancia y viaje, revolucionando el antes, durante y después.
Este es el caso de Exclusive Traveler Club, el club de viajeros n.º 1 del mundo que ofrece a sus más de 80.000 miembros la oportunidad de vivir experiencias exclusivas, alojarse en los mejores hoteles de todo el mundo y tener acceso a toda una lista de servicios turísticos y de ocio especialmente diseñados para el Club.
Ahora, el club traveler da un paso más para incorporar la membresía digital en su nueva plataforma para los socios Exclusiverse. Porque, cuando el miembro no viaja, ¿cómo se conecta con el club?
Los miembros son de diferentes partes del mundo y en el mundo virtual Exclusiverse encuentran el espacio para interactuar con otros miembros, asistir a eventos exclusivos, conocer las últimas novedades de su membresía y el showroom de todas las categorías de miembros con sus respectivos beneficios. Viviendo una experiencia diferente de reserva, con un espacio y contenidos preparados únicamente para ellos.
Digital Membership through Extended Reality
Exclusiverse is a pioneering platform for Exclusive Traveler Club members which is based on the latest Extended Reality technologies, blockchain and virtual worlds of the Metaverse. Their contribution to enriching the club's digital membership can be summarized as follows three key points:
Gamification
Undoubtedly, one of the great changes that this virtual platform offers is that digital membership itself evolves adding the Gamification to the club members' experience. Through challenges and activities, members and users of the 3D web space can enrich their membership with new benefits and extra advantages. These challenges are also open to non-members visiting the Exclusiverse public area, by informing them of all membership categories . Through the platform, they are invited to join the club, making the space itself a new channel of diffusion to reach new users.
Blockchain and web3
You are at digital memberships and their internal management are based on the revolutionary blockchain technology . A digital blockchain that protects each member's information and can be updated with each action performed by the user within the platform. Like acquiring extra benefits for your digital membership, the complete gamified challenges or make use of the virtual currency in the Exclusiverse store. and booking of travel experiences.
Virtual Spaces
With platforms such as Exclusiverse, the travel experience goes beyond the airplane and the hotel stay . The before and after takes on greater weight thanks to technology. With the development of interactive and multi-user spaces the community of members is strengthened and the relationship with the company. They are virtual spaces where you can share your travel experiences, continue to enjoy the VR activities and where you can encourage the loyalty through exclusive content, discounts, events and unlocking new interactive experiences. In addition, the tendency of the "try before you buy". The hotel's digital twin, projecting what the travel experience will be like: touring the hotel's facilities yourself through its digital twin, trying out in Virtual Reality activities that can be booked or travel virtually to the most exotic destinations offered by the club. All this to encourage the booking and that the trip itself starts from home. If you are interested, you can learn more about this topic at Metaverse and Tourism: revolution in the sector .
Metaverso desarrollado para DKV por Imascono
Exclusiverse supone todo un caso de éxito en el desarrollo de espacios virtuales para enriquecer y llevar más allá la membresía digital. Un mundo digital que puede plantearse para todo tipo de empresas y sectores, suponiendo una nueva vía de interacción y comunicación con los usuarios/clientes.
En Imascono sabemos que la relación entre marca-cliente es clave en el mundo actual y lo será también en el futuro. Con más de 12 años de experiencia en el desarrollo de proyectos sorprendentes enfocados en el Metaverso, Realidad Extendida e Artificial intelligence, nuestro equipo de ingenieros y diseñadores estará encantado de ayudarte a potenciar tu membresía digital en el nuevo contexto virtual. Contact us y lleva tu membresía al siguiente nivel.
Metaverse developed for Metrovacesa by Imascono
How to work in the Metaverse with your company: characteristics and steps
In recent years, we have seen how the digital world has become increasingly important in our society, and also in our businesses. The Internet has become the showcase The company is the connection point and main source of income for a large number of companies, and its importance is growing every day. Companies are immersed in an accelerated process of digital transformation to adapt our business models to the new digital ecosystem. But companies are not the only ones evolving, the Internet itself is evolving. This is how the concept of the 3D Internet or Metaverse was born, where our digital presence will be increasingly more complex and complex. more immersive , more customized and more humanized. In this article we would like to delve into how companies can work in the Metaverse How to get the most out of this new virtual space to revolutionize your digital presence. In addition to the most demanded profiles and the benefits that the Metaverse offers to companies.
Showroom type Metaverse developed for Lekue by Imascono
Potential of the Metaverse in the present and future
Metaverse Internet, 3D Internet, Extended Reality, Spatial Computing... are different terms that refer to the same concept: the idea of extending reality, making the interaction between the human being and the Internet more interactive. real world and the virtual world is more natural, more humanized. Going a step beyond static websites, social media profiles and links and hyperlinks. Being able to superimpose digital elements on the reality itself or teleporting us to immersive virtual spaces where interaction is no longer through a mouse or keyboard, we ourselves are the ones who move through the digital world. The Metaverse, as a unique virtual universe of multiple linked three-dimensional digital worlds, is under construction. Little by little, brands have been developing their Metaverse experiences in their own immersive 3D spaces, accessible from today's most democratized devices, cell phones and computers. In the future, it is expected that this interaction within the Metaverse will take place through the new devices of Extended Reality The company's latest generation of VR glasses, Mixed Reality headsets and new Spatial Computing devices. In addition to the futuristic haptic suits and even the possible XR contact lenses that are already starting to have patents registered. If you are interested in learning more about this topic, please visit What is the future of the Metaverse?
Main advantages of working in the Metaverse
As we have seen, the Metaverse is positioned as the the next generation of the Internet the 3D Internet in which we can enjoy an immersive, three-dimensional and multisensory experience thanks to the combination of different devices and technologies. Bringing your company into the Metaverse ecosystem features múltiples ventajas . Both internally and externally, the virtual spaces in the corporate Metaverse offer:
Closer interaction with users
This new virtual universe is a unique opportunity to humanize our interaction with users in the digital world. Creating closer, more intuitive connections that go beyond hyperlinks and social media profiles. In the Metaverse we have our own avatar our own world, where users are freer to discover our brand. Virtual spaces where we can also organize trainings, events and product presentations open to everyone. You may be interested in → What is a virtual avatar .
New markets and lines of business
Una de las ventajas más importantes que ofrece el Metaverso es el desarrollo de su propio mercado global, en el que se estima que en los próximos años surjan nuevos intercambios socioeconómicos. Además de nuevos puestos de trabajo digitales y tecnológicos como los que veremos a continuación.
En este nuevo ecosistema digital también habrá espacio para empresas 100% ‘metaversianas’ y nuevas líneas de negocio más tradicionales a través de su metamorfosis digital. Nuevos mercados como el impulsado por Exclusive Traveler Club a través de Exclusiverse, un espacio virtual web donde el club de viajeros n.º 1 del mundo reúne a sus más de 80.000 miembros en un Metaverso donde se fomenta la comunidad, el loyalty y las nuevas membresías basadas en la tecnología NFTs.
Improved productivity and training
The irruption of the Metaverse and its complementary technologies (Spatial Computing, Augmented Reality, Virtual Reality) in business activities revolutionizes two key aspects of any industrial\/business company: the productivity y la worker training . Through 3D simulations, companies are able to anticipate results and save costs thanks to testing in the virtual universe. Being able to make modifications to the strategy and assembly line through 3D models. In addition, these controlled virtual spaces promote the active participation of professionals in the training process. All thanks to the Gamification and the development of challenges and rankings.
Fostering creativity and innovation
The corporate Metaverse brings with it a new digital revolution The new technology is affecting all companies, regardless of their size, just as the development of web pages and the emergence of social networks did in their day. This new digital ecosystem represents a creative and innovative challenge for all sectors. Where, in addition to adapting current business models to the new virtual channel, companies have the opportunity to generate new value propositions, with new strategies, new lines of business. Exploring new possibilities.
Most demanded professional profiles
All this leap into the Metaverse requires the appropriate team of people. In addition to carrying out this digital transformation accompanied by professionals specialized in designing and developing these interactive products for companies, it is important that the company itself has a series of professional profiles. People who can provide continuity in content and updates to this new space and communication channel for organizations. Below, we present you the 5 most in-demand professional profiles in the corporate Metaverse:
1. Diseñadores y desarrolladores
These new virtual spaces need professionals who design the user experience and interface and develop the 3D elements and programming. behind all interactions. Technical professionals that can be internal or external teams, who know how to transfer the essence and objectives of the company to the new digital worlds.
2. Data Scientists
One of the most important characteristics of the Metaverse is the number of interactions and actions generated in these virtual spaces. For this reason, companies must have data professionals in their teams who know how to to collect all these analytics , analyze them and find patterns and trends in behavior. Proper data analysis provides companies with a deep knowledge and understanding of their users.
3. Marketing digital
The Metaverse becomes a new channel of communication and interaction with users\/customers Therefore, it must have digital marketing professionals who take advantage of all the new opportunities offered by this virtual ecosystem. These marketers need to be technologically savvy and knowledgeable about the latest developments in the field. creative technologies , Extended Reality and Marketing 5.0 .
4. Cybersecurity experts
This leap of companies to the virtualization of their services requires that there are cybersecurity experts supervising all actions that are carried out. A cybersecurity specialist is a professional who is dedicated to protecting computer systems, networks and data from attack, damage or unauthorized access. These virtual spaces will be meeting points, points of sale and information exchange between many users, so that all interactions must be based on the following security measures adequate.
5. Chief Metaverse Officer
At the management level, we find the position of Chief Metaverse Officer The person responsible for the development and maintenance of a company's online presence in the Metaverse. A person with a deep knowledge of video games and the Web3 ecosystem, who in addition to the technical aspects, get to know the creative side of the market The company's community and actions in the virtual universe.
Work in the Metaverse with your company
At Imascono we know that the present and future of companies goes through the Metaverse. That is why we have a whole area specialized in the development of experiences for the business Metaverse called Business To Metaverse. Through our work methodology and the experience of more than 12 years of activity in the Extended Reality ecosystem, Spatial Computing and Artificial Intelligence we have accompanied companies such as Iberdrola , DKV o Metrovacesa in its leap into this new virtual ecosystem. If you want to know how to start working in the Metaverse and you need a team to accompany you in this technological leap, get in touch with us and we will solve all your doubts.
Phygital as a new dimension in user experience
Phygital as a new dimension in user experience
The physical and digital worlds have never been more interconnected. Now, the offline and online merge, in a single new user experience strategy known as phygital. Its importance is vital for all sectors, especially in marketing, entertainment and retail, where the bet for putting the customer at the center , generate emotional connection , engagement and loyalty, comes to life, both in physical spaces and in the virtual universe. In this article we will take a closer look at this trend, to know the most representative phygital projects in different sectors and discover its full transformative potential and innovative in the business world . Undoubtedly, we are witnessing the birth of a new dimension in the Customer Experience .
Spatial Computing Project by Imascono
What is phygital?
Before knowing the benefits and main success stories of the implementation of the phygital strategy in companies, it is important to review what this trend consists of. It refers to the union of the physical and digital worlds by merging the two words physical and digital. The phygital projects seek to incorporating digital functionalities into the physical user experience a process that integrates both worlds to:
Crear una experiencia de compra cómoda, autónoma e híbrida.
Sorprender a los usuarios con propuestas innovadoras, divertidas y atractivas que cambien la visión que se tiene de las tiendas y espacios físicos.
Dotar de tecnología a los espacios físicos de las compañías. Dando un paso en la Digital transformation y en la interacción con los usuarios.
The phygital trend is the natural path for businesses looking to adapt to the new behaviors and consumer demands, focusing on the omnichannel strategy. Where the attendance , immediacy and proximity of face-to-face actions is combined with the latest advances in the digital world in terms of personalization, Gamification and measurement through dashboards. All this so that the essence of the brand reaches users in a totally innovative, entertaining and fun way.
Main elements of the phygital experience
The union between the digital world and the real world can unfold in many ways, but the goal is clear: consumers want to to keep the best of the traditional physical stores and the new proposals of the digital channels. The combination of both proposals is the phygital experience The final strategy depends on the type of user of each company, but in general, it has the following main elements:
Extended reality
Extended Reality is the great union of all immersive technologies in which the real and digital worlds complement each other. Through the Augmented Reality and Virtual Reality companies can go beyond the physical boundaries, offering unique experiences to users/customers that connect them emotionally with the essence of the brand. Thanks to the most innovative proposals of the DOOH marketing ( digital out of home ), such as Ecoalf's campaign, or AR games such as the mobile experience of Lacasitos . Inside its famous tubes were hidden funny characters that came to life in the real world through its App.
Digital displays
The digital displays have become a fundamental piece in the implementation of showrooms, pop-ups, stores and innovative and technological physical spaces. However, beyond the hardware, the phygital trend also focuses on content . In the development of experiences, animations, special effects, gamified challenges and photocalls, users are immersed in a completely new and virtual world that is created around them. Innovative actions with great emotional impact, as in the interactive showcase developed in partnership with Disney and El Corte Inglés to promote one of the latest films in the Star Wars saga. Where fans, when passing in front of the glass, are automatically transformed into characters of the story.
Gamification
The Augmented Reality The creativity and fun of these interactive experiences have a place even in the most businesslike environments, thanks to the use of the gamification as a way to connect with users/customers . A different way to present the company's image and generate a positive memory that translates into notoriety, positioning and future commercial sales. You can learn more about it thanks to our post: Augmented Reality in advertising with interactive content .
3 benefits of the phygital experience
The phygital trend is a real breakthrough for companies towards the digital transformation of their business models and value proposals . Benefits that can be summarized as follows:
1. Increased reach and return on investment
Phygital experiences provide companies with a unique opportunity to reach out to much larger audience . By integrating both online and offline channels into a single shopping experience, you can increases number of interactions and customer engagement . They are the ones who actively personalize their experience with the brand, tailoring it to their needs, which fosters both connection with the company and satisfaction. This personalization when it comes to connecting with the brand and the commitment to phygital technological experiences can be seen in the Movistar Plus Flagship Stores where, for the first time, users can enjoy their favorite series and programs, such as La Resistencia, Paraíso or Reyes de la noche, in person.
2. Implementation of omnichannel strategies
The incorporation of the phygital trend represents the definitive step of the omnichannel strategy, where the digital world definitively reaches the physical space. AR showcases, virtual fitting rooms that recommend complete looks, consultation and shopping totems throughout the physical store. And even, discounts scattered throughout the space to catch through the webapp o Interactive photocalls that gamify the user's visit. A new innovative customer journey that transforms stores and even large shopping malls as in La Torre Outlet the Spain's most digitized shopping center that combines the latest cutting-edge technologies into a single strategy and customer experience.
3. Boost the connection with the brand
Phygital experiences seek to increase participation and emotional connection of customers with the brand. It boosts user engagement and interaction, making their spaces more attractive, merging the online and offline strategies of companies thanks to technology. A goal that goes beyond the retail sector, even reaching the banking sector. As in the case of Ibercaja which has opted for the remodeling and digital transformation of its headquarters. With a new Xplora Space that changes the perception of your company, proposes new activities and, thanks to technology, connects users with the products, services and new brand image. You may be interested in → Virtual fitting rooms as a trend in the retail sector
The future of phygital in user experience
The future of the phygital trend in the business world promises to continue to evolve towards an even deeper integration between online and offline channels. Where the evolution of technology will also play a key role. The further development of technologies such as Augmented Reality, the Spatial Computing y la Artificial Intelligence will further enrich these hybrid experiences: The future of phygital is, in turn, marking the future of large industries:
Phygital en retail: este tipo de proyectos consiguen romper las barreras entre el mundo virtual y el mundo real, también en el sector retail. Convirtiendo a las tiendas físicas en punto de encuentro donde divertirse y sorprenderse. Una propuesta única que motiva el efecto llamada, haciendo partícipes a los usuarios en la acción promocional, fomentando el recuerdo de marca y también la posterior venta.
Phygital en publicidad: si hay un sector donde la innovación, la creatividad y la diversión son factores claves para conectar con la audiencia, es en la publicidad. En estos ámbitos, las experiencias phygital consiguen impactar positivamente en el público presencial de forma eficaz, original y poco intrusiva, además de introducir en el proceso los análisis y métricas del marketing digital.
Phygital en turismo: las experiencias phygital pueden ir más allá de las acciones promocionales para gamificar todo tipo de espacios, incluidos los más culturales como los museos, los monumentos y las diferentes zonas de interés turístico. En este tipo de experiencias, el público toma la iniciativa y se sumerge en el mundo 3D creado especialmente para ellos, pudiendo interactuar con todos los elementos y llevándose una fotografía final de recuerdo. Así, los visitantes pueden entrar y formar parte de un cuadro, viajar virtualmente a diferentes ciudades y países e incluso hacerse una fotografía junto a Rafa Nadal como broche de oro para acabar la visita a su espectacular Rafa Nadal Museum en Manacor.
Imascono phygital projects
The phygital trend is more present than ever in the strategies of our companies. The physical world is becoming richer, thanks to technology, and is proposing new and surprising innovative proposals The new website, with animations, special effects and interactive content, attracts all eyes and connects with users. In the following, in addition to the examples that have been shared in the previous sections, we will focus on the following examples most important phygital success stories.
Con motivo del estreno de la película Thor: Ragnarok, Marvel and Disney buscaron desarrollar una Phygital experience que permitiese llevar el storytelling de la película más allá de las pantallas. El resultado fue un photocall interactivo de Realidad Aumentada, donde además de sentirse como el dios del Trueno, todos los espectadores se llevaban una fotografía impresa de recuerdo.
Las experiencias phygital también han llegado al sector de hostelería y restauración, siendo Smoky de Nola Smoke su gran caso de éxito. A través de avatares virtuales, Inteligencia Artificial, Hologramas y Realidad Aumentada, el espacio se digitaliza, desde la entrada hasta la recogida de los pedidos. Todo para ofrecer una experiencia única, diferencial y divertida a los amantes de las hamburguesas.
Un ejemplo de proyecto phygital en el sector público lo encontramos en la apuesta por las experiencias inmersivas e interactivas por las calles de Zaragoza. Con Arte Conectado, enmarcado en el proyecto de smart city Paseos Comerciales, las calles de la ciudad cobran vida a través de la Realidad Aumentada. Mostrando la historia, cultura y el arte de las distintas zonas de Zaragoza gracias a la tecnología.
The virtual universe is becoming more and more present in our daily lives, and the digital transformation of companies marks the present and future of the business world. Disney, Telefónica, Star Wars, Marvel, Ecoalf, Lacasitos... there are many brands that rely on Imascono to transform the engagement , emotional connection and customer experience that they propose in their commercial actions. With more than 12 years of experience in the development of amazing phygital projects, our team of engineers and designers will be happy to help you take the next big step in the digitization of your company. Do you need a phygital project ? ¡ Contact with us and we will solve all your doubts!
Tendencias tecnológicas en los parques de atracciones: Realidad Virtual
Tendencias tecnológicas en los parques de atracciones: Realidad Virtual
With the advent of immersive technologies, the entertainment expands beyond its current boundaries . Extended Reality, the Metaverse the Spatial Computing ... applied to cinema, big shows, theme parks, sporting events and video games... takes the immersion of the audience to its maximum expression. Being able to enjoy a complete sensory experience. Where attendees enter much more elaborate and fantastical worlds, where no real danger is involved. Worlds where even the animated characters cross the digital border, interacting with the real world as if they were part of it. The idea is to move from storytelling at storyliving. From being mere spectators to being part of the action. In this article we will take a closer look at technology trends in the entertainment sector. Specifically, we will analyze the impact on the Virtual Reality amusement parks Ready to start this adventure?
Spatial Computing Project by Imascono
Virtual Reality in entertainment
The Virtual Reality is a before and after in the way in which we consume multimedia content, where the immersion in the action makes the fourth wall disappear to immerse us inside the entertainment universe. A change that becomes a reality, moreover, because it involves all of our body, movements and senses beyond the audiovisual . With the incorporation of multisensory masks that activate the sense of smell or haptic suits that bring the sense of touch to virtual entertainment. New science-fiction-like devices that make the experience much more real, allowing the creation of new and surprising adventures. As in The Twists and Turns of Life the audiovisual production of VidaCaixa and Movistar Plus that becomes the first Spanish filming in the Metaverse by transferring Carmina Barrios, Henar Álvarez and the whole 3D neighborhood to the virtual world. In addition, viewers can join the experience and enjoy exclusive content and challenges through their own virtual glasses. You may be interested in → Virtual Reality: examples and applications .
3 benefits of Virtual Reality in an amusement park
Theme parks are in full swing digital transformation . Technology is something that is already part of the daily life of visitors, so when they enter the amusement park, they look for the experience to go a step further: in immersion, fun, personalization, adrenaline and sensation generation. In relation to the amusement parks the Virtual Reality allows for greater interaction and personalization in the attractions, roller coasters, shows and tours that take place within the enclosure. Enhancing gamification and the generation of an entertainment experience that goes from the entrance to the exit of the park. The following is a review of 3 benefits of incorporating Virtual Reality in amusement parks:
Mejora de la experiencia de usuario
Undoubtedly, one of the main benefits of incorporating Virtual Reality and other immersive technologies into amusement parks is the revolution in the user experience of visitors . Visitors who demand much more immersive, surprising and impactful experiences. Thus, creative technologies make it possible to go beyond physical limits, linking the real world with the digital world . From live shows that incorporate special effects in real time, gamified tours with treasure hunts and escape rooms throughout the park, roller coasters that through VR glasses or virtual scenarios immerse you in new worlds or even parades and props that come to life around us. All this surprising visitors and changing the image of currently held about amusement parks.
Customization and variety of options
Technology plays a key role not only for visitors, but also for the amusement park itself. The future of theme parks and amusement parks lies in an ever-increasing greater customization for your customers . Every park will know who enters, their name, their age, probably their likes and dislikes, and, therefore, they can adapt the park for each user. Each visitor's experience will be different and uniquely customized for each visitor. Virtual Reality, in addition, allows using the same headsets, to be able to change the different 3D universes that are kept inside. Offering a greater variety of options, a greater adaptability and even customizing the attractions to each of the users - level of difficulty, points to achieve, theme of the year... What allows amusement parks to be much more flexible and adapt its entertainment offerings based on visitor demand and feedback.
Increased interactivity
By incorporating Virtual Reality into the attractions, it adds an additional layer of immersion and interaction . For example, by combining a roller coaster with VR glasses, the storytelling and theme of the attraction reaches a higher level of connection with the users. In addition, the visitor can become an active part of the story. Catching points, encourage involvement and gamification through the use of rankings among users of the attraction, hide a series of clues and discounts... Making each one of the roller coaster rides or passes in any attraction different from the previous one.
The Future of Extended Reality in Amusement Parks
Virtual Reality is not the only technology that is transforming the value proposition of amusement parks. Below, we present the latest technological trends in entertainment where Extended Reality, Big Data, the Internet of Things (IoT), the Artificial Intelligence y la Augmented Reality play a key role.
1. Mapas interactivos
The Augmented Reality technology transforms the way users discover the park. through the development of interactive maps. AR maps with geolocation technology where by simply pointing their cell phone around them, they can discover the way to an attraction, discover hidden rewards, complete challenges that add points to the global ranking and know in real time the waiting times. Helping visitors navigate through the facilities easily and turning the park itself into a Augmented Reality escape room on a large scale.
2. Smart bracelets
Wearables are, without a doubt, one of the biggest current technological trends. These are customized smart devices for each user, where all the important information is stored to enjoy the amusement park to the fullest. These smart bracelets save the profile of each user The park's attractions, your tour, attraction passes, and admission benefits. In addition, visitors can accumulate points based on the challenges proposed throughout the park and attractions. You are at smart bracelets can be connected both to the park's app, where users can see the record of their activities, their ranking and accumulated points, and to the amusement park's own database. Having more information about the use of the facilities in real time, the most demanded attractions and user feedback.
3. Reward systems
If there is one element that encourages participation and involvement of users, is the reward system. A new form of user experience in amusement parks, where the visit is personalized, data is collected in real time and, above all, it enhances the Gamification inside the park. By incorporating reward systems into the attractions and on the rides between them, visitors can earn points, achievements and badges for completing challenges Discover hidden treasures and reach milestones. Rewards that can be redeemed for prizes, discounts or exclusive experiences. A system that encourages visitors to explore the park, discover all the points of interest and get to know proposals they had not thought of at first. For the amusement park, this is a real commitment to the personalization of the experience and cross-selling promotion with the rest of the activities inside the park.
4. Haptic suits
Haptic suits are technological devices through which the wearer can feel the virtual world. Thanks to microsensors, these suits connect what the user is experiencing in Virtual Reality with their own sensations in the real world. Providing a complete immersive experience beyond the senses of sight and hearing. For amusement parks, these haptic costumes are the most important development of new proposals that are more immersive and realistic . Through gloves, vests or even full suits, these users "feel" the virtual world and the adventures that take place in it.
5. Phygital experiences
Technological breakthroughs in amusement parks not only occur in the virtual world, they also have an impact on the real world through the phygital experiences . Proposals that combine the physical with the digital, creating unique and attractive experiences that turn the entire park into a large playground. Through phygital experiences any corner of the park can be turned into a striking spot . Whether through large screens with 3D content, interactive photocalls, interactive experiences or gamified challenges. You can learn more about this trend in Phygital as a new dimension in user experience.
Examples of interactive virtual attractions from Imascono
Entertainment and, in particular, the amusement parks are in the midst of a leap into the future . With surprising technological and innovative proposals that enhance the emotional connection of users. In this section, we will learn about some of the most striking examples of interactive virtual attractions.
Propuestas como el escape room virtual de Foster Hollywood, The Other Side, para la noche más terrorífica del año. Una experiencia móvil inmersiva en la que los usuarios tienen una misión: evitar que los zombis crucen la frontera entre el mundo virtual y el mundo real.
Otro ejemplo de proyectos de entretenimiento es la gymkana en Realidad Aumentada desarrollada por Lacasitos. Un juego AR pensado para los más pequeños de la casa, en la que los niños tienen que atrapar a sus personajes favoritos en las calles de su ciudad.
Una de las atracciones virtuales interactivas más sorprendentes es Frozen Emotion. Donde a través de una experiencia VR, los usuarios cruzan un puente colgante entre dos grandes cimas del Pirineo. Un puente que además se hizo a escala también a nivel físico, llevando la experiencia al mundo real, haciéndola mucho más emocionante e inmersiva.
Un proyecto phygital del mundo del entretenimiento que destaca por su creatividad, originalidad, innovación y premios es la experiencia inmersiva de Disney y Star Wars. Donde los usuarios, al pasar por el escaparate AR, se convertían al instante en uno de sus personajes favoritos de la saga de ciencia ficción.
Otra atracción interactiva de Disney es el photocall de Realidad Aumentada de Marvel. Una acción de promoción y marketing de su película Thor Ragnarok en la que los fans de los superhéroes se sintieron protagonistas del mundo de Asgard.
Undoubtedly, if there is one thing that all of these entertainment projects have in common, it is that the user is at the heart of the experience immersive. Different proposals in which from Imascono we have contributed our knowledge, creativity and know-how of new cutting-edge technologies. With more than 12 years of experience in the development of amazing projects focused on Extended Reality and entertainment, our team of engineers and designers will be happy to help you enhance your amusement park in the new technological context. . Contact with us and take your attractions and theme parks to the next level.
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