Advertising Week’s New TechXperience

By Dean Moses

We often regard video games as a straightforward medium, something that can kill an otherwise boring hour or two. However, with the advent of Virtual Reality (VR), this gaming peripheral can competently reconstruct the way we digest media.

The Spring Creek Sun recently attended Advertising Week, a New York festival that celebrates, educates, and explores new treads in the commercial world. On the event’s opening day, we were engaged on a tour (The New TechXperience) through which we explored innovative technology that are, or soon will be, available to consumers. As a gamer, I was struck by the manifestation and encompassment of video gameesque mechanics into what looks to be the future of sports watching, military recruitment and training tools, and art viewing.

Best seats in the house

Best seats in the house

In the modern age of social media our friends and acquaintances tend to show off, from posting pictures of tickets they scored to that big rock concert and exhibiting those amazing seats at the season’s biggest football game. The problem is there are only a finite number of best seats in the house, not to mention their gross cost. Thankfully we will all soon be able to have those seats. Using Envrmnt’s VR headsets, a technology innovator that helps customers build their brand, I was able to see how they developed an amalgamation of a real sporting event and a computer-generated social hub. For example, I slipped on the headset and was instantly transported to a lobby overlooking a gigantic, albeit empty, football stadium. I could observe the green field and thousands of seats that would be jam-packed during an on-air event. Not only that, this VIP-like booth can be explored with a friend, just like a video game, making it near indistinguishable from attending a real-life sporting event. The developers even promised working arcade machines, so if you or a friend grows tired of watching the game, you can play a video game in an artificial space. The ability to simulate the sports or concert arena gives the future of Pay Per View new and exciting connotations.

Feeling the danger


We can all agree that the men and women of the military are heroes. They put their lives at risk to protect us. But how do budding heroes test their mettle and discover if the army life is right for them? Enter Helios Interactive. The developers of this recruitment tool worked closely with actual navy seals to provide a realistic experience. Again, using a VR headset we are transported to lake from where we become a boat driver tasked with a rescue mission. Utilizing a physical accelerator, we can control the boat’s speed. Just like a video, I found myself adapting to the playstyle, careening over the water, sending ripples in my wake. The demonstration included the perceptive from night vision goggles and the crackling sound of gunfire as we raced to save a comrade. While this mission gave me a whole new appreciation for these heroes, this action-packed life is not for me. With that being said, this new project aims to see if it could be for you.

Artfully lifelike

Artfully lifelike

Have you ever seen art on television or the internet, such as the Mona Lisa and wished you did not have to travel all the way to Pairs to view it? Well, with augmented reality software you won’t have to. Augmented reality is when a virtual object or creature is projected into the real world via your phone’s camera lens, like the insanely popular game Pokémon Go. With this tech one can hold their phone over a seemingly blank board, which then transforms into an artistic masterwork. The developers, GURU, hope this can be used to expose other cultures and international artwork to children in urban communities.

What was once exclusive to video games looks to soon transform all of entertainment. For more on Advertising Week and video games visit