Newspaper article The Journal (Newcastle, England)

3D Showrooms Drive Growth at Games Firm; SOFTWARE

Newspaper article The Journal (Newcastle, England)

3D Showrooms Drive Growth at Games Firm; SOFTWARE

Article excerpt


THE world's leading independent driving and racing game developer, Eutechnyx, has launched a new division that could revolutionise the car buying process.

The Gateshead-based company, which has won numerous awards for its million-plus selling titles like Auto Club Revolution, has created proprietary software that replicates vehicles from engineering data, allowing customers to explore a huge range of configurations while interacting with life-sized 3D models on supersmooth displays.

ZeroLight, as the new business is known, is already working on six pilots worldwide with a major car manufacturer. As word spreads, others are now making enquiries about the new ZL Virtual Showrooms.

"Intelligent car manufacturers have worked out they really need to make buying a car more like an Apple Store experience," said new chief executive of Eutechnyx, Darren Jobling.

"We use game technology to create a new style of customer experience when it comes to the whole buying process.

There a "Already, turnover from ZeroLight is around PS3m and we are expecting it to be worth at least as much as Eutechnyx, forecast for PS8m turnover, within the next 12 months."

doing but " The new technology - which could be rolled out into other industries - comes into play when customers approach the olution screen, their presence being sensed by a camera placed above it.

the the Darren A virtual car then 'drives' into view and responds to the customer's movements, so every aspect of the vehicle can be explored. For more information on particular components, the customer simply has to point.

Configurations can be pre-set and replicated using a code or changed in real time with a touchscreen device, meaning the buyer can customise the vehicle quickly and easily. In the next version of the software, it will even be possible to showcase the car in motion.

are of companies Creating a 3D vehicle can take around three months, but, once completed, the model is highly flexible and could even be made accessible to customers through the likes of a pop-up stand in a shopping centre. …

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