As digital engagement evolves, retailers are turning to game-like experiences to create more immersive environments for consumers. Brands like Benefit Cosmetics and Charlotte Tilbury have incorporated real-time 3D experiences as part of their virtual activations for notable brand moments, allowing shoppers to explore and interact in new ways. To break down how these experiences work, we sat with Megan Huang, Associate Product Manager at Obsess, to discuss some of the most frequently asked questions.
What are real-time 3D virtual experiences?
Real-time 3D (RT3D) experiences are interactive environments where 3D visuals are rendered in real time. These environments are dynamic, providing users with immediate feedback on their interactions. These experiences stand out due to their advanced capabilities:
Real-time rendering instead of pre-rendered visuals.
Greater interactivity which allows for more freedom of user movement and exploration.
Next-level immersion since they mimic more realistic elements.
What Are Some Key Features That Make Real-Time 3D Experiences Unique?
Gamification with Avatars: RT3D experiences bring strong gaming elements to the consumer journey, enhancing discovery and user participation. Users are able to explore these environments with customizable avatars, adding a personal touch to their digital interactions.
Personalization: These experiences offer a higher level of customization within the environment for both brands and users.
Spatial Navigation & Realism: They incorporate physics-based interactions, making movement and exploration feel more intuitive and lifelike.
What can brands learn from the gaming industry when opting for real-time 3D experiences?
Storytelling & World-Building: Games captivate players through storytelling and well-crafted digital worlds. Brands can adopt this approach by designing shopping spaces that feel more like an adventure than a routine e-commerce transaction.
Social Elements: Gaming thrives on community engagement, and the same principle applies to shopping. Just as people enjoy shopping together in physical stores, brands can integrate multiplayer or collaborative shopping features in RT3D environments—allowing users to explore, shop and socialize in real time.
Rewards & Engagement Loops: Reward systems keep players engaged and brands can incorporate similar interactions into these virtual experiences. Whether through loyalty programs, exclusive digital collectibles or gamified incentives, these engagement loops encourage retention and repeat visits.
Do Users Need Special Equipment to Access Real-Time 3D Virtual Experiences?
No, these experiences are designed for accessibility, just like all other Obsess-powered virtual experiences. They can be accessed directly through web browsers and shared via direct URL links, eliminating the need for downloads or specialized hardware. Users can easily navigate these environments on desktops, mobile devices and tablets using simple controls.
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