Oculus Rift: The Software Is Hard Core
The team at Brisbane-based agency BCM have had their heads down and their Oculus ‘up’, working through a growing number of demos that are available for the DK2 virtual reality headset. From the experiments, BCM says it’s easy to see why Facebook and other brands are cashing in on this piece of tech.
Now that we’ve got our Oculus Rift up and running, we took it for a serious test drive. With our headset operational, we just needed some software to make our virtual reality experience come to life.
There are lots of free software demos that are available and they offer some great insight into what the Oculus and virtual reality has in store for the future. Whether it’s jumping off a giant space platform, calmly strolling around a Tuscan villa, or sitting terrified in a basement immersed in a horror movie, the DK2 has hit on what early virtual reality technology of the past missed – an experience that both gamers and non-gamers can genuinely get excited about.
There are two categories that the demos fall into, gaming and experiential. The team at BCM have been trialling both to gain as much insight as possible into the technology.
To ease the user into the experience, many of the available programs, such as one demo we’ve been experimenting with called ‘Sightline: The Chair’, begins with you sitting down.
It kicks off with you sitting at a simulated desk complete with a keyboard, mouse and monitor. A short video from the developer (playing on the virtual computer on your virtual desk) introduces you to the simple concept behind this experience. To ‘play’, you must break your line of sight with objects; doing so causes them to change. You’re encouraged to turn your head to look at the lamp to your left, for example, and when you look back at your computer … it’s changed slightly. Then turn back to the lamp, and it’s floating about the desk. Things get progressively weirder as you go along.
Sightline can also take you on a seated journey to mysterious medieval lands, scary shrinking rooms, deep space, to the top of skyscrapers and beyond. The illusion, however, is never wholly convincing even when it’s mirroring realistic environments – but that doesn’t mean to say it’s not a fun experience.
This video from ‘vlogger’ Jacksepticeye is a hilarious example of Sightline in use:
Another program called ‘11:57’ is a good example of just how far the Oculus can take interactive experiences. As the first of its kind, 11:57 sets out to offer a 360-degree ‘nightmare’ by making the Oculus wearer the main character of a horror film. This means that rather than just watching, you become part of the actual set as the action revolves around you. Again, a chair is used as a grounding point for the demo.
For fans of the horror genre, this experience is what you’d expect. The atmosphere is perfect, and with headphones plugged in you are completely separated from the real world. The ‘jump’ scares feel real. You become so immersed in the environment, that once the demo is over, your eyes take a while to adjust to the light.
Check out this demo of the 11:57 game for a laugh:
Other software we tested also provided a very good virtual reality experience.
Whilst this VR technology has some way to go, it’s really starting to deliver what virtual reality has promised for so long.
So, it’s becoming a lot clearer why an organisation like Facebook purchased Oculus. There can be little doubt that VR has the potential to revolutionise the way we play, work, learn and communicate. But it’s going to take time and an awful lot of money to make it work.
Some say that Facebook as a platform has peaked; and unlike companies such as Google, Facebook hasn’t diversified to quite same level. Perhaps the people at Facebook see Oculus as a folly; a fun technology that will get them some press. It would certainly be an expensive folly at US$2 billion. Maybe they believe that Oculus will make them a lot of money in its own right. Or, perhaps they have plans that will see Oculus as the basis of a new generation of social media.
Who knows what Facebook is up to with Oculus? But it’s worth noting that all the major consumer electronics companies (Sony, Microsoft, Apple and Samsung) are also dabbling with VR technology.
Our conclusion … watch this (virtual) space.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.