5G is here to do some heavy lifting on computing: Niraj Ruparel, GroupM
The GameOn conference organized by E4M showcased an immersive experience created by Niraj Ruparel and his team from GroupM, signaling the arrival of the future
In recent years, the landscape of gaming has undergone a significant transformation. The integration of two powerful technological tools, namely 5G and Artificial Intelligence, has revolutionized the online gaming experience. At the GameOn event, Niraj Ruparel, Head-emerging tech at GroupM, introduced his captivating metahuman version while discussing the utilization of AI mascots to enhance immersive gaming experiences and maximize their potential for marketers.
The immersive experience was made possible by Ink in Caps, a leading provider of immersive technology and experiential marketing solutions.
During his presentation, Ruparel, accompanied by his digital twin, delved into the forthcoming explosion of the virtual gaming experience. He emphasized the growing influence of the gaming industry, driven primarily by the younger generation, particularly Gen Z. Ruparel highlighted the need for marketers to effectively engage with these gamers, acknowledging that traditional advertising methods, such as plastering banners or running ads, are strongly disliked. Gen Z's preference lies within the Web3 ecosystem, where they control and create avatars.
To tackle this challenge, Ruparel proposed the concept of AI mascots in the form of digital humans, representing brands within gaming environments. These AI-powered brand mascots would enable marketers to share compelling narratives within these spaces. Ruparel emphasized that the adoption of 5G technology would play a pivotal role in this transformation, allowing for greater versatility and control. With 5G's capabilities, the creation of digital twins for top celebrities and the expansion of AI-driven digital mascots would become commonplace, revolutionizing their ability to multitask and collaborate.
Ruparel engaged in a conversation with Prashant Sukhwani, Vice President of Marketing at Burger King, during the GameOn conference, discussing the metaverse experience and exploring how multiplayer gaming could be integrated into retail spaces. Sukhwani expressed his excitement at witnessing the metahuman technology in action, recognizing the vast opportunities it offers for brands to merge with these technologies and create unforgettable experiences for consumers. He stated, "The future is here."
Regarding the utilization of metahuman technology for brand growth, Ruparel highlighted various strategies. He suggested leveraging mocap-equipped meta-humans to create gamification experiences at retail malls, parks, stadiums, and other venues. Examples include interactive gaming experiences, virtual reality (VR) arcades, augmented reality (AR) treasure hunts, esports tournaments, live performances and shows, meet and greets with meta-human characters, large-scale interactive screens or displays controlled by audiences, and immersive rides or attractions that transport audiences on thrilling virtual adventures alongside meta-humans.
In summary, Ruparel's presentation at the GameOn conference unveiled an immersive experience powered by cutting-edge technology, showcasing the potential for marketers to engage with gamers through AI mascots and digital humans. This paradigm shift in gaming experiences, driven by 5G and AI, opens up new avenues for brands to create interactive and memorable encounters with their target audience.
