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Big XR News from McDonalds, Snap, Basemark, and Unity


Four of the world’s biggest brands made headlines after stepping up efforts to enter the Metaverse and develop next-generation solutions for the future spatial communications platform.

McDonald’s, Unity, Snap, and Basemark delivered their use cases for virtual, augmented, and mixed reality (VR/AR/MR), which showcased fresh approaches to immersive technologies.

Here are the biggest stories from last week for XR Today. Be sure to also stay posted with our newsletter by visiting https://www.xrtoday.com/sign-up/ for further updates!

McDonalds Files Patents for Metaverse Solutions

The fast food franchise giant became the latest company to join the Metaverse after it filed several patents to build spatial services for its customers, trademark lawyer Josh Gerben revealed in a tweet.

According to the post, Gerben said McDonald’s had filed ten patents to develop solutions such as digital restaurants, cafes, NFT stores, home delivery services, and online concerts, among others.

Snap, Verizon Team Up for AR Super Bowl Experience

Augmented reality (AR) solutions firm Snap Inc designed an AR experience for the National Football League’s (NFL) Super Bowl 56 event on Sunday to promote global brands.

Frito Lay, Nissan, Uber Eats, and other firms debuted their AR-powered adverts backed by Snap’s hardware and software solutions, including cameras, lenses, machine learning, and volumetric marking.

Basemark Launches AR App for BMW Motors

Finnish automotive software provider Basemark unveiled its latest AR solution, a video overlay for navigation systems, for the BMW Group, Germany’s largest automaker.

BMW will include the AR-powered tool in its iX model and other flagship vehicles to boost safety and security for drivers by combining real-life video footage with AR directions and instructions.

Ziva Dynamics, Unity Launch Hyper-Realistic Avatars

Unity Technologies recently acquired real-time 3D (RT3D) firm Ziva Dynamics, leading to the creation of hyper-realistic avatars and expanded efforts to democratise VR, AR, and MR technologies.

XR Today interviewed Ziva, whose solution will allow Unity to continue driving content creation, namely amid growing competition from rival firm Epic Games and its MetaHuman avatar project.


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