Mark Melling, head of Ryot Studio EMEA at Verizon Media, discusses why demand for its unique suite of live-streaming and mixed, virtual, and augmented reality content capabilities has increased and where the future of the tech lies.
Digital, digital, digital. Weve been hearing for months that brands have been investing in cutting-edge content to emulate lost real-world experiences in lockdown. One man on the ground for that transformation is Mark Melling, head of Ryots Holborn outpost, sister branch to its LA office.
The studio was founded to deliver linear-digital content for brands, but things became complicated in the following years. It now works in live and 3D production and has even taken on a broadcast partner role, too.
Ryot is building virtual worlds, live-streaming mo-capped digital artists and more at the cutting edge of media. Prior to the pandemic, it worked with the NFL and Star Wars. In lockdown, its helping to deliver live VR broadcasts of the NBA and Indy 500, and a futuristic fashion show.
With large physical audiences shut out in lockdown, the desire to gather around cultural phenomena has been redirected into the digital.
Enter Ryot. As a child of connectivity and media giant Verizon, the studios been building use-cases for 5G tech and the benefits it can offers. In lockdown, there has been heightened demand for the tech.
Demand for our time has increased exponentially. It has given us the opportunity to develop some cool concepts to bring to market. We have learned about what worked and what doesnt, said Melling.
In lockdown so many types of human experiences changed. We have really focused on those that converge in the virtual and physical world.
A prime example of this was its Fabric of Reality fashion show. Three mixed reality artists were paired with three designers to create a unique virtual catwalk.
It was available to select VR headset owners to watch live. But in the 2D realm, the team virtually shot a video for those without the tech to get a peak at the show, reaching a further 150,000 odd people.
We challenged what it meant to do a fashion show in real-time. We created a virtual environment where we could get inside the story of the motivations of fashion designers.
When pushing into the virtual, theres a balancing act between extending what a fashion show can be, while delivering a familiar experience.
Melling explains: So, as an example, when we were first doing our virtual conferences, we wondered why not go to the moon instead? But it was too far of a departure. There's also the reason you meet in the conference center its familiar. People understand what they do there. We need to strike a balance what can be improved using tech.
The fashion show wasn't a total departure from what youd expect. There was a catwalk, a seating plan and more. Melling adds: Theres a constant battle between pushing the limits, but also making it familiar enough so it's not confusing.
Mellings often challenged on the value of Ryots tech. Immersive as it is, is it worth the investment? He is no stranger to the build it and they will come mentality. But right now, he admits, there's too much friction in AR, and he admits many haven't picked up VR since some shoddy experiences half a decade ago.
Mellings seen what 5G tech can deliver. As well as delivering a seamless experience, such experiences will be easier to enter. It will remove the friction points from the process, including the likes of app logins and long load times.
You have to make sure that youre not just using technology for technologys sake. Theres a difference between getting someone's intense attention and truly engaging them. When you see some AR work, it can be a gimmick just doing it for technologys sake if the story isnt there. That can be painful and consumers are savvy enough to see right though it.
We always ask, whats the story that you want to tell and whats medium that best tells that story? Sometimes thats AR, sometimes its VR and sometimes its a billboard in the middle of central London.
If youve been paying attention to the live events space, youll have noticed the convergence of the virtual and the physical; be it The Weeknd performing a virtual concert in TikTok; Travis Scott doing the same in Fortnite, or Joe Biden campaigning in the world of Animal Crossing.
It all feels like a big jumble but it is actually quite simple. They are all heading towards the same space.
The Fortnite x Travis Scott work was a virtual event happening with live integration. On the other side of the coin, we have seen football games piping in EA Sports FIFA 2020 audience sounds into empty stadiums, a live event with virtual integration. Any activity you see in this space will be one or the other.
Same could be said of Ryots VR NBA broadcasts.
Going forward it is clear that there are benefits to come from enhancing physical events in the virtual or vice versa. Were moving towards a digital twins set-up. When you do a live event, youd almost be foolish not to do a virtual event alongside it.
This was happening anyway, but it has certainly been accelerated.
One of the big criticisms of these works is that they reach smaller, niche audiences than they perhaps deserve. As well as the coming promise of 5G making it easier to interact with this content, Verizon Medias built a tool to offer mixed reality work at scale through its ad network, to a reported 900 million global unique visitors monthly. Verizon Media Immersive has been live in the US region and is now going live in the EMEA.
Melling said: With previous technology that was all app-based, there were challenges with scale. Now we have a more holistic ecosystem, we can not only can we build these virtual platforms to engage audiences but also reach through our native product in web AR. You can interact with the AR aspect of the ad within the publisher platform now you're already in so it's not a big disruptive experience.
In short, youll likely be seeing a lot more of Ryots work in the real world, if you visit sites in its stable like Yahoo, HuffPost and TechCrunch. With the friction removed from these activations, well have a clearer view where exactly mixed reality sits in the modern media mix.
Read more from the original source:
Ryot's Mark Melling explains how to master the challenges of mixed reality - The Drum
- Virtual Reality - Virtual Reality - December 9th, 2016 [December 9th, 2016]
- VR, Virtual Reality | Virtalis - December 11th, 2016 [December 11th, 2016]
- Road to VR - Virtual Reality News - December 13th, 2016 [December 13th, 2016]
- VR Porn, Exclusive Virtual Reality Sex Videos. WankzVR - December 19th, 2016 [December 19th, 2016]
- Immersion (virtual reality) - Wikipedia - December 22nd, 2016 [December 22nd, 2016]
- Virtual Reality - Setting the Record Straight One Post at ... - December 22nd, 2016 [December 22nd, 2016]
- NBA broadcasts games in virtual reality with NextVR ... - December 28th, 2016 [December 28th, 2016]
- Virtual Reality | Future | Fandom powered by Wikia - December 28th, 2016 [December 28th, 2016]
- Virtual reality, one year out: What went right, what didn't ... - December 28th, 2016 [December 28th, 2016]
- Virtual Reality Toronto - VRTO - Virtual Reality, Toronto - January 9th, 2017 [January 9th, 2017]
- Virtual Reality - January 24th, 2017 [January 24th, 2017]
- Virtual reality headset - Wikipedia - January 27th, 2017 [January 27th, 2017]
- Tribemix Virtual Reality for Dementia Care - YouTube - January 27th, 2017 [January 27th, 2017]
- Virtual Reality Has Arrived in the Art World. Now What? - New York Times - February 7th, 2017 [February 7th, 2017]
- Virtual Reality Experience College Swim Meet - SwimSwam - February 7th, 2017 [February 7th, 2017]
- Explore The Amazon With This Stunning 360 Virtual Reality Video - IFLScience - February 7th, 2017 [February 7th, 2017]
- Adobe's Path To Entering The Virtual Reality Story - Forbes - February 7th, 2017 [February 7th, 2017]
- Europe's virtual reality sector has grown to nearly 300 companies - VentureBeat - February 7th, 2017 [February 7th, 2017]
- Virtual reality to recount Maori life - Otago Daily Times - February 8th, 2017 [February 8th, 2017]
- John Wall: 'I really thought I was gonna die' - ESPN.co.uk - February 8th, 2017 [February 8th, 2017]
- Travel Brands and Meeting Planners Are Using Virtual Reality to Drive Conversion - Skift - February 8th, 2017 [February 8th, 2017]
- Sportsnet to launch 360 Virtual Reality for six NHL games - Sportsnet.ca - February 8th, 2017 [February 8th, 2017]
- In the burgeoning world of virtual reality, storytelling is both cutting-edge and old-fashioned - Los Angeles Times - February 8th, 2017 [February 8th, 2017]
- What parents need to know about virtual reality - Deseret News - February 8th, 2017 [February 8th, 2017]
- 8 Real Success Tips From Women Building The Future With Virtual Reality - Forbes - February 8th, 2017 [February 8th, 2017]
- Virtual reality: prepare for the revolution - AndroidPIT - February 9th, 2017 [February 9th, 2017]
- Prospects Dimming For Facebook's Oculus Rift Virtual-Reality Headsets - Investor's Business Daily - February 9th, 2017 [February 9th, 2017]
- WATCH: YouTube Stars Create Amazing La La Land-Inspired Virtual-Reality Music Video - PEOPLE.com - February 9th, 2017 [February 9th, 2017]
- Virtual Reality addiction threat prompts cautious approach as VR nears 'smartphone-like' take-off - ABC Online - February 9th, 2017 [February 9th, 2017]
- Archaeology turns to virtual reality with Lithodomos start-up - The Sydney Morning Herald - February 9th, 2017 [February 9th, 2017]
- The Future Of Virtual Reality: Mobile VR Platforms In A Battle - Forbes - February 9th, 2017 [February 9th, 2017]
- Virtual reality is boring compared to Beyonc's actual reality - A.V. Club (blog) - February 9th, 2017 [February 9th, 2017]
- Google wants to use Chrome to suck you into virtual reality - CNET - February 9th, 2017 [February 9th, 2017]
- Ringling showcase offers glimpse of virtual reality in Sarasota - Sarasota Herald-Tribune - February 11th, 2017 [February 11th, 2017]
- Allegheny County teachers see how to open world to classrooms with virtual reality - Tribune-Review - February 11th, 2017 [February 11th, 2017]
- Virtual Reality Could Be Your Next Prescription - DesignNews - February 11th, 2017 [February 11th, 2017]
- DACC & Virgin Galactic team up to explore virtual reality - Las Cruces Sun-News - February 11th, 2017 [February 11th, 2017]
- Boulder International Film Festival diving into virtual reality with 2017 slate - Boulder Daily Camera - February 11th, 2017 [February 11th, 2017]
- 'JAEPO 2017' Shows That Japanese Arcade Gaming Is Beginning To Incorporate Virtual Reality - Forbes - February 11th, 2017 [February 11th, 2017]
- Wichita-created virtual reality could take jurors into crime scenes ... - Wichita Eagle - February 11th, 2017 [February 11th, 2017]
- Why this analyst is warning investors to steer clear of virtual reality in 2017 - L.A. Biz - February 12th, 2017 [February 12th, 2017]
- See the Newcastle virtual reality room helping children with autism overcome their phobias - ChronicleLive - February 12th, 2017 [February 12th, 2017]
- See This Famous Masterpiece Recreated in Virtual Reality - UploadVR - February 12th, 2017 [February 12th, 2017]
- Samsung Goes for a New Look in Virtual Reality at New York Fashion Week - Fortune - February 14th, 2017 [February 14th, 2017]
- Virtual reality has a growing impact on college football - FOXSports.com - February 14th, 2017 [February 14th, 2017]
- This company is opening a virtual reality multiplex this fall - Mashable - February 14th, 2017 [February 14th, 2017]
- Personalized virtual reality displays match eyesight | Stanford News - Stanford University News - February 14th, 2017 [February 14th, 2017]
- Virtual reality weather add-ons let you feel the sun and wind - New Scientist - February 14th, 2017 [February 14th, 2017]
- Virtual reality is still too isolating to be 'the next big thing' in tech - CBC.ca - February 14th, 2017 [February 14th, 2017]
- Miyamoto Still Has Doubts About Virtual Reality - GameSpot - February 14th, 2017 [February 14th, 2017]
- Virtual reality industry 'in need of a jump-start,' Imax CEO says at ... - Los Angeles Times - February 16th, 2017 [February 16th, 2017]
- Doctors use virtual reality to prepare children for scans - BBC News - February 16th, 2017 [February 16th, 2017]
- Gamers get a taste of virtual reality with new Missoula arcade - KTVH - February 16th, 2017 [February 16th, 2017]
- Revised orca shows, new virtual-reality swim with whales and new ... - Los Angeles Times - February 16th, 2017 [February 16th, 2017]
- Transcend VR Sues Virtual-Reality Investor Mike Rothenberg - Wall Street Journal (subscription) - February 16th, 2017 [February 16th, 2017]
- This Powerful Gaming Executive Isn't Worried If Virtual Reality Fails - Fortune - February 16th, 2017 [February 16th, 2017]
- Virtual reality helps visitors transport back in time to ancient Roman ... - CBS News - February 16th, 2017 [February 16th, 2017]
- Boise-area entrepreneurs see opportunity in virtual reality amid real-world perils - Idaho Statesman - February 17th, 2017 [February 17th, 2017]
- 3D printing, virtual reality used to bring dinosaur to 'life' - The Hindu - February 17th, 2017 [February 17th, 2017]
- Virtual reality startup Relax VR wants to relieve stress in corporate environments - ZDNet - February 17th, 2017 [February 17th, 2017]
- Escape with Virtual Reality, travelogue at Way - Sentinel-Tribune - February 18th, 2017 [February 18th, 2017]
- VR1: Idaho's first virtual reality arcade opens in Eagle - KBOI-TV - February 18th, 2017 [February 18th, 2017]
- NBA launches virtual reality app with Google Daydream - USA TODAY - February 18th, 2017 [February 18th, 2017]
- Virtual Reality Is Bringing These Lost Worlds Back to Life - NBCNews.com - February 18th, 2017 [February 18th, 2017]
- Now You Can Feel Wind and Temperature While in Virtual Reality - Futurism - February 18th, 2017 [February 18th, 2017]
- IMAX's first virtual reality arcade is here and it is beautiful - The Verge - The Verge - February 18th, 2017 [February 18th, 2017]
- VR Sales Numbers Are Wet Blanket on Adoption Hopes - Fortune - February 20th, 2017 [February 20th, 2017]
- Virtual Reality to Make MRIs Less Scary - Financial Tribune - February 20th, 2017 [February 20th, 2017]
- How Valve is Taking a Nintendo-like Approach to Virtual Reality - UploadVR - February 20th, 2017 [February 20th, 2017]
- Inside an IMAX virtual reality arcade - VentureBeat - February 20th, 2017 [February 20th, 2017]
- With New Invention, Virtual Reality's Potential for Magic Gets Real - New York Times - February 20th, 2017 [February 20th, 2017]
- What Ubisoft learned from its first virtual reality games - VentureBeat - February 20th, 2017 [February 20th, 2017]
- Virtual Reality Was a Flop in 2016. Will 2017 Be the Year It Takes Off? - Motley Fool - February 20th, 2017 [February 20th, 2017]
- Virtual reality to take a decade as users chicken out, study shows - The Australian Financial Review - February 20th, 2017 [February 20th, 2017]
- Virtual reality is making surgery simpler - Deniz Ergurel (subscription) (blog) - February 20th, 2017 [February 20th, 2017]
- Virtual reality has potential to add new dimensions to marketing - Business Day (registration) - February 21st, 2017 [February 21st, 2017]
- Virtual reality will take 'maybe a decade' to become mainstream - Mashable - February 21st, 2017 [February 21st, 2017]
- #MadeInRVAJr: Hanover siblings want to bring virtual reality to your event - WRIC - February 22nd, 2017 [February 22nd, 2017]
- Making Virtual Reality More Accessible - VideoInk - February 22nd, 2017 [February 22nd, 2017]
- New virtual reality lounge opening in the Capital Region - NEWS10 ABC - February 22nd, 2017 [February 22nd, 2017]