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“miniverse” expansion meta with new Horizon Worlds experience


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Meta announced two new applications from large enterprises that utilize Horizon Worlds’ metaverse tools. Guitar maker Fender Musical Instruments has announced the Fender Stratoverse and the BMW Group has introduced the MINIverse.

The new Horizon Worlds apps debuted at the Cannes Lions event and are available to all US and Canadian Meta Quest 2 virtual reality headset users. Brands are flocking to the metaverse, as we saw yesterday with the merger of Admix and Landvault to create diverse experiences for brands. And Meta is investing at a loss rate of $3 billion per quarter in Real Lab to build the metaverse.

“If you tried something (in the metaverse) two or three years ago, it changed a lot,” said Nicola Mendelsohn, head of global business at Meta. “Every 10 to 15 years, there’s a really big shift in the computing platform in terms of where things go. So we have desktop, we move to mobile. And now we are in the truly immersive experience that you can have. And the real promise of the metaverse really remains for another 5 to 10 years. But that doesn’t mean people aren’t engaged and engaged these days. And we really see brands coming together.”

These announcements seem to balance the creation of venues and games. The former is more for the social experience in reverseuniverse of interconnected virtual worlds, just like in novels like Snow and Ready Player One. Meanwhile, the game is more like a way to get players involved in the game more deeply. I would wonder which user would be more enthralled, and I guess that would be the game.

“It is not copying what we do in the real world. That’s not the point of it,” Mendelsohn said. “It’s about changing the way we come together. And you will find that the sense of presence you have is extraordinary. Nor is it about building a fixed world. I took a peek and I can tell you what both made me smile and they made me smile for different reasons. “

MINIverse

The BMW Group’s MINIverse at Horizon Worlds.

The BMW Group teamed up with Pereira O’Dell, Creative Shop and Meta Horizon Worlds, creators John Burnap, Jordan Marcotte and Malcolm Langille to create MINIVerse. Experience VR tries to make a fun Go-Kart racing game with up to four riders.

Players can drive the MINI around a gravity-defying track. Spectators can step in to help or create chaos – press buttons to knock cars off the ramp, or block them with “whac-a-mole” pins, or even to help friends timely acceleration.

Players can customize their virtual ride for the track and unlock special EV MINI models as they win more races. Players will have fun customizing their MINI, changing its colors, adding contrasting bonnet and roof stripes. They can try on different racing suits and unlock other MINI vehicles in their quest to top the leaderboards and challenge their friends.

Sebastian Warfield, Marketing Manager of the MINI brand under the BMW Group, said he is delighted to be the first automotive brand to move to the Horizon virtual space. “We are all excited about the concept of taking what I think is definitely the most fun thing to drive to the supermarket. It’s not just about recreating what you might experience in the real world. It really added to that. “

Players can defy gravity as they race. Players can customize their MINI and express their own personal preferences, he said. Warfield said the community already has millions of fans and now they have a new social space to come together.

Rock on the Fender Stratoverse

You can create your own riff in Stratoverse.

Fender Stratoverse Horizon Worlds is a Stratocaster-shaped island surrounded by floating clouds
islands. It features a giant Fender guitar amplifier and planets hovering high in the stratosphere, and features a co-playing audio experience to create original tracks.

In partnership with the creators of R/GA, Creative Shop, and Meta Horizon Worlds Ashley Briley, Matt Torres and Sammy Nu of VRinReview, Fender Stratoverse is a collaborative destination where visitors join a human hunt scavenge virtual, find chords across the Stratoverse and bring them together to create beautiful musical combinations.

The player begins by dropping onto the Stratocaster-shaped island, and
join the main attraction once they’ve stepped down the neck of the guitar and reached Riff
Producer.

To participate, everyone is invited to search the world together for guitar chords, represented by
Glitter colored Fender grips. Once a pick is unlocked, it will be available to anyone in the world again
at Riff Maker, where it can be placed in one of 18 positions in Riff Maker to add their chords to
the community riff repeats.

The player can move the selection around in the riff and also have the option to duplicate or modify it by changing it from a major chord to a minor chord – either making it sharp or equal. plane. The world has a few easter eggs for fans including a guitar air area, four special gold picks that unlock the ability to record your riffs, and other planets for you to venture into the pedals Fender is flying for playback of your musical creations.

“We couldn’t be happier when Meta invited us to bring Fender into the metaverse for us
for the first time,” said Evan Jones, Fender’s chief marketing officer, in a statement. “As a brand, we are committed to enabling all forms of musical expression and are excited by the potential this technology has to enable Fender fans and creators to come together, play and create across borders, cultures and from all distances.”

To experience the Worlds, you can search for the MINIverse or Stratoverse in Meta Horizon Worlds. As part of
Meta’s presence at Cannes Lions, there will be doors connecting to both worlds of brands in Meta
Horizon Worlds Pavilion demos at Meta Beach. In addition, in cooperation with Meta Spark, there will also be
AR effects accessed via QR codes create unique ways to sample each world.

MINIverse is geared towards car aficionados.

“We are really excited about these brand new ads,” said Nicky Bell, vice president and global director of Creative Shop. “No one was taught how to build these worlds. It’s new technology. And so it’s really important to have creative people out there at the forefront of that work, and really understand how to build. The other thing that we’re really focused on is thinking about community. ”

Mendelsohn says there are 16 million new guitar players on the market since the pandemic began in 2020. And she says 10,000 new worlds have been built in Horizon Worlds.

Megan Trinidad, executive creative director at R/GA, said during the press conference that she has partnered with the creators of Horizon Worlds to work with Fender.

“What we’ve really done is partnered with experienced vendors on our side to really understand the experience that can bring fans and ethos of the Fender brand to life, ” she said. “This is a great opportunity to work with vendors to really check out what’s inside Horizon World.”

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