In conjunction with AsiaTech x Singapore 2022 taking place this week from the 31st of May to the 3rd of June, Tara Neal, Executive Editor at The Fast Mode spoke to Andrew Tan, Vice President, APAC at Pixotope, on the company's plans at this year's event, the trends in the augmented, mixed and extended reality space as well as how virtual production will transition to become a key element in the creation of rich content.
What are some of the major trends seen in the AR, XR space?
We have seen a massive increase in the use of AR, XR, and MR (Mixed Reality) in media production in the last couple of years, and this growth shows no sign of slowing. We’re also seeing AR, XR, and MR come into all areas of media production. In sports, for example, we’ve seen AR used by those such as The Famous Group to generate fan engagement with work such as the giant panther jumping around the stadium of the Carolina Panthers and fire breather bulls for the Houston Texans, and more recently used as part of an NHL intermission to highlight product from sponsor Chipotle. AR is also a regular feature in eSports events such as the DOTA 2 championships, where characters from the game are brought to life. However, we’re also seeing AR used in innovative entertainment formats such as Alter Ego in the US and 2060 in China; talent shows where the competitors are represented by AR characters.
Similarly, adoption of XR is across the board, with technology being a cost-effective way to produce commercials and music videos, but also for corporate events and launches. We’re also seeing live events extending their use of XR, for example the coverage of the Korean Presidential elections.
What is your take on APAC's participation in the mixed reality solution space?
Certain countries in APAC have definitely been in the forefront of pushing the envelope and spearheading the mixed reality solution space. Especially in China and South Korea where they have been setting the pace with high quality Mixed Reality productions. The rest of the region are definitely starting to do so as well.
How do mixed reality solutions contribute to the growth in rich digital content? Who are the main users of mixed reality solutions?
We believe that Virtual Production (the use of AR/MR/XR in media) will simply become Media (or video) production, giving media creators a powerful tool to enhance their story-telling. Video has become such an integral part of all types of work. Be it training, communications, engagement, etc., and it follows that the virtual element will follow too. Hence, Mixed Reality solutions will be a key ingredient to the growth of rich digital content.
Are you excited to be part of ATxSG? What are your key showcases at the event?
Yes, of course. It’s been a while since we have had one of these… so we are really looking forward to the event.
The Pixotope Virtual Production platform gives users access to all types of Virtual Production in a single toolset, including AR, XR, MR, and also on-air graphics. As a key part of that platform, we will also be introducing our camera tracking solutions at the show this year, an integral part of any virtual production workflow.
Andrew Tan is the Vice President, APAC at Pixotope. He is responsible for leading Pixotope’s business in APAC. Prior to joining Pixotope, Andrew has over 10 years of sales leadership experience having held such positions at Shutterstock, Ross Video and Kramer Electronics. With a total of over 20 years of industry experience in the region, he has also held Product Marketing positions at Avid and Pinnacle Systems.
