Freeman buys 'Game of Thrones' VR design studio

Brand experience provider Freeman has bought up the cutting-edge design studio Helios Interactive.

Dubrovnik, the location for Kings Landing in Game of Thrones (image credit: iStock)
Dubrovnik, the location for Kings Landing in Game of Thrones (image credit: iStock)

It is the latest show of intent from Freeman into digital transformation of the brand experience industry since it formed Freeman Digital Ventures.

With the help of Helios, Freeman intends to improve integration of technologies such as touch and gesture sensing, augmented reality (AR) and virtual reality (VR) into the overall experience.

Helios managing director Mike Schaiman said: "We are just beginning to see how exciting and immersive technologies like virtual and augmented reality are enhancing brand storytelling, and you’re only going to see demand increase over time as brands look for new ways to engage and inspire their audiences.

"The growth opportunity for AR and VR is immense, and the event industry is taking notice."

Helios has already dropped visitors into crucial scenes in HBO’s Game of Thrones and created a VR cycling tour for IBM’s Watson at the South by Southwest fesitval in Texas.

It has also created "captivating" experiences for high-profile events like the NBA Finals, Comic-Con International and the Consumer Electronics Show (CES).

For more breaking news and in-depth features, sign up to C&IT's daily News Tracker here.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Corporate Travel Management Europe hires director of client services

Corporate Travel Management Europe hires director of client services

David Di Feliciantonio moves from Flight Centre to a new role with CTM Europe managing business growth and development.

'Hard work mixed with a bit of personality gets you everywhere'

'Hard work mixed with a bit of personality gets you everywhere'

A-List 2019: Dan Solen, events director at GOTO Events.

Case study: Charity Film Awards at 133 Houndsditch

Case study: Charity Film Awards at 133 Houndsditch

Etc venues worked with Iconify to produce an evening of awards and entertainment hosted by Sally Phillips.

ICCA reveals new destination rankings by meeting attendees

ICCA reveals new destination rankings by meeting attendees

Country and city rankings by estimated total number of participants published in ICCA's latest statistics report.

New regional vice president for ILEA

New regional vice president for ILEA

International Live Events Association appoints new RVP for EMEA who will work with regional chapters.

'Your phone and computer have off buttons and you do deserve a break sometimes'

'Your phone and computer have off buttons and you do deserve a break sometimes'

A-List 2019: Francesca Secola, event manager, Pure Events

'Real step change' in how destinations attract business

'Real step change' in how destinations attract business

VisitBritain's Kerrin Macphie discusses international strategy and 'mapping out' the UK's business events capacity.

Telford to welcome eye specialists in 2020

Telford to welcome eye specialists in 2020

College of Optometrists' annual congress Optometry Tomorrow will be held at Telford International Centre in 2020.

'It's important to demonstrate that you can work out of your comfort zone'

'It's important to demonstrate that you can work out of your comfort zone'

A-List 2019: Georgia O'Rourke, event manager MCI Experience.

Paris to host 2021 European Society for Medical Oncology congress

Paris to host 2021 European Society for Medical Oncology congress

Doctors and cancer research professionals will gather at the Paris Convention Centre in September 2021.

LATEST JOBS