We Are Organized Chaos

Zugara’s Newest Online Augmented Reality Game For Nestle

Our newest Augmented Reality project is now live. It’s a Motion Capture based Augmented Reality game we concepted and developed for Nestle called “Nesquik Factory”. “Nesquik Factory” puts people in the role of being a new hire that’s put to work filling Nesquik bottles. To be successful at the job the player must keep the production line flowing by making sure the right flavor of milk goes into the right bottle.

By utilizing our proprietary Motion Capture Augmented Reality Software, “ZugMO”, we are able to turn a standard webcam into an input device that translates a person’s motions in front of the camera into data that casual Flash games can utilize.  And since the software was developed in Flash, not a proprietary platform, players won’t be turned off by a bulky download or the like.  ZugMO enabled us to create an immersive experience for Nestle’s customers by turning their webcam’s video stream into the Nesquik Factory. Now, rather than using a mouse or keyboard to play the game, people are actually in the game itself and using their motions to fill the Nesquik bottles.

“Motion based gaming is already popular, but it’s really poised to explode over the next six months,” said Matt Szymczyk, CEO, Zugara. “The Wii is the fastest selling console in history, and both Sony and Microsoft are launching their entries into the motion based gaming market this year. People will be clamoring for these types of experiences, and with ZugMO, brands can meet that demand by creating incredibly dynamic and engaging online flash games. The great thing about creating online games to engage your audience is that people won’t need to purchase any expensive hardware to play. All they need is what they most likely already have, a computer and a standard webcam.”

“Nesquik Factory” was developed to be a social gaming experience. To help players share the fun with friends and family a “snapshot” is automatically taken at that exact instant they lose. Then, if they choose, players can easily share their snapshot (and their score) on Facebook.

“It was a fantastic experience working with Nestle, and quite frankly they really challenged us to ‘up our game,’” Matt said. “It was incredibly important to them that an actual bottle of Nesquik be recognized by the application to initiate the experience. In the past, this type of execution required that the client put a marker on their packaging, or the consumer downloaded a proprietary plug-in. Neither option was acceptable. As you’ll see when you play the game, we were able to meet this challenge and have the application recognize the iconic Nesquik bottle without a marker or a consumer download.”

Brands and agencies looking to either purchase the ZugMO Software Development Kit (SDK), or couple the SDK with our interactive marketing services like Nestle did can contact us at: info (at) Zugara (dot) com.

ABOUT ZUGARA
Zugara is an employee owned Los Angeles based Augmented Reality Software developer. Founded in 2001 Zugara is the only Augmented Reality Software developer with an expertise in consumer engagement strategy, user experience design, and interactive production. This is because prior to restructuring as an Augmented Reality Software Developer in 2009, Zugara was an interactive marketing agency that created award winning work for Fortune 500 Brands like Reebok, Sony PlayStation, Toyota, Lexus, Casio, Red Bull and the U.S. Air Force.

To play “Nesquik Factory”, click here.

To learn about a motion capture game we created for AT&T, click here.

Copyright 2010 ZugMo Motion Capture Augmented Reality Software

Copyright 2010 Zugara Inc.

AdAge OpEd: Defining Virtual Property Rights In an Augmented World

I contributed an OpEd on AdAge today on the upcoming battle defining virtual property rights in an Augmented World.  This is one area to keep an eye on as we get closer to a world where certain legal and ownership rights for physical presences has yet to be defined.   I included the OpEd in this blog entry so feel free to comment on AdAge here or below…

Picture this scenario coming soon to a future near you: You are out and about looking for something to eat. As you walk along a row of restaurants, you decide to put on your augmented reality glasses to see ratings, a video greeting from the restaurant owner and interactive displays of their daily specials. However, as you look closer at the restaurant, you notice a virtual advertisement and coupon from a competing restaurant just a few blocks away. Touching the advertisement, you’re then given animated directions to the establishment, the virtual coupon and video recommendations from the competing chef. Your decision on where to eat has just been made for you.

Sound like science fiction? Not really. As augmented reality and location-based services continue to evolve, companies will need to start thinking about their ownership rights in virtual space.

Right now, the technology exists to tag virtual information onto a physical location in a very basic form. You can use an augmented reality mobile application such as Tagwhat that knows your general location (based on GPS) and you can access consumer generated information (videos, images, etc.) specific to that area. But as the U.S. government launches its next-generation GPS system, we’re looking at future GPS accuracy that will be “less than a meter”. The only question remaining will be if the government will allow this type of precision for civilian use and subsequently, new location-based systems.

Nothing right now is preventing companies from delivering virtual advertisements on a physical competitors’ presence. Physical presence is defined by square footage and boundaries of your building and other rights that might be granted to you property-wise. But where do rights to your space begin and end in an augmented world?

Geofencing is one step in the right direction as it allows for a virtual boundary for your physical location. This would allow you to potentially defend competitors from digitally tagging your physical property based on current laws, but what about 50 feet above your property? We tend to think of physical boundaries on an X and Y plane but where does your space end on a Z plane? How will public virtual space be defined and monetized as well?

Pillsbury Law Firm has recently started a division that is specifically setup to help define law in virtual and augmented space. James Gatto, leader of Pillsbury’s Virtual Worlds & Video Game Team, has been working with clients to help protect them from the potential issues mentioned above. “In emerging fields like virtual worlds and augmented reality, it is important to understand the unique legal issues these new technologies can represent. Real world laws will need to be redefined to bring order out of the potential chaos an augmented or virtual world will usher in for unprepared companies.”

A recent exhibit at MoMA in New York allowed people to view augmented art works via a layer app on their smartphones. Though not seen by the naked eye, these virtual works of art could be seen in an Augmented View in the exhibition space. You might also recall a recent battle between Audi and BMW through the use of physical billboards across from each other.

Imagine how this advertising battle could escalate in an augmented world with virtual ads targeted to specific customers. It’s important for companies to start thinking about all of this now because an augmented world is closer to becoming a reality than many of us are prepared for.

Augmented Reality Links of the Week- October 22, 2010

Here are the stories that got the most activity in the Augmented Reality Facebook Group this past week:

• Augmented Reality Tetris
• The 600 Years

Minority Report’s Gestural Interface Now An (Augmented) Reality…

On a previous blog post, I blogged about the TED presentation that showed John Underkoffler showing his Minority Report interface to the audience.  It now seems that this is a reality from this video posted on Singularity Hub (via TechCrunch.)  This specific interface is often referenced in Augmented Reality presentations to show how AR is used in a projected future from the movie, but now it appears that it is in fact a reality. I suggest people start using the Iron Man 2 Augmented Reality interface to show the new future

NUI – Hi! GUI – Bye. The 1st Commercial For Xbox 360 Kinect.

Check out the first commercial coming out for Xbox 360 Kinect.  This is the start of a revolution in interaction that you cannot stop and can only hope to contain!

Augmented Reality Links of the Week- October 15, 2010

Here are the stories that got the most activity in the Augmented Reality Facebook Group this past week:

• The Skoda Fabia RS WebRallye
• Jekyll and Hyde Augmented Reality book

What’s The Opposite Of Augmented Reality? Diminished Reality.

As we all know, Augmented Reality adds objects/animations/information into your view to ‘augment’ it.  But, what if you were to remove physical objects in your Augmented View?  Well then, you would have Diminished Reality.  The video below shows how this is already a reality in the lab…

Augmented Reality Links of the Week- October 8, 2010

Here are the stories that got the most activity in the Augmented Reality Facebook Group this past week:

• ARSights: Tour Eiffel (Augmented Reality with Google Earth Client)
• Vuzix Begins Shipping the First Ever Sunglass Form Augmented Reality Wrap 920AR Video Eyewear
• Apple Is Now Shining A Spotlight On Augmented Reality Apps :: App Advice