I’ve been writing a lot about how new technologies such as virtual reality, augmented reality, and mixed reality are on pace to transform and disrupt the brand experience. Recently, I came across a company that has plans to create totally immersive, persistent virtual worlds. In simpler terms, it wants to “build the Matrix.“
Gaming online has opened up so many possibilities for interacting and engaging with an ideal target audience. As the online experience has matured, virtual simulated worlds such as SecondLife, World of Warcraft, and now Worlds Adrift have become increasingly popular places to hang out and spend time. Each has gone beyond the gameplay, focusing on building an immersive, ever-changing BrandedWorld.
The technology behind Worlds Adrift comes from a UK company called Improbable that wants to build massive-scale simulations of reality, and they just raised $502 million to do it. What separates Improbable from others is their cloud-based operating system, SpatialOS, which is currently in beta.
Where Blizzard’s World of Warcraft MMORPG is divided into multiple “servers,” Improbable’s SpatialOS platform gives you the power to seamlessly stitch together multiple servers and game engines like Unreal and Unity to power massive, persistent worlds with more players than ever before.
A great use case of Improbable’s technology is Worlds Adrift, which is currently in a closed beta. Here is the latest official gameplay trailer.
WORLDS ADRIFT Official Gameplay Trailer 2017
How Will This Technology Expand into Other Use Cases?
According to Improbable’s CEO Herman Narula, the “next major phase in computing will be the emergence of large-scale virtual worlds which enrich human experience and change how we understand the real world.”
Ultimately, Improbable envisions their tech being used for simulations of complex real-world systems, such as the behavior of fleets of autonmous vehicles. Deep Nishar, managing director at Softbank, share’s Improbable’s vision, that SpatialOS is the next crucial step in computing, alongside developments in artificial intelligence, machine learning, and internet of things.
This technology space is exciting to watch as more use cases become apparent. There is an opportunity for this type of technology to help explore disease, improve cities, understand economies and solve complex problems on a previously unimaginable scale. Once those opportunities come into play, the brand experience will forever be transformed.
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