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).

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