Hakuhodo DY Holdings, VRC to jointly develop 3D avatar services

Japanese advertising and public relations company Hakuhodo DY Holdings has entered into a capital and business alliance with VRC, a company involved in cloud businesses, to jointly develop 3D avatar services. 

The partnership aims to accelerate the use of 3D avatars in IP works, conduct consumer experience research and provide marketing and business solutions, Tokyo-based Hakuhodo DY Holdings said on May 31.

The idea came after the outbreak of COVID-19 pandemic, which the company said has increased the demand for new services using 3D technology in both real space and the metaverse. 

Hakuhodo DY Holdings has been conducting research into new  interfaces, and is exploring marketing possibilities using avatar technology. The aim is to realise the Avatar Service Platform Concept, an original service that offers multiple avatar experiences. 

Hakuhodo DY Holdings and VRC signed a joint research agreement on the use of 3D avatar technology in 2021. VRC is also promoting joint research with Hakuhodo, including the development of a prototype for Jibun Runway, a fitting service that allows users to try on multiple outfits simultaneously using avatars.

The companies have developed a recommendation engine that integrates and manages behavioural data generated by multiple avatar services and predicts user preferences and behaviour based on the acquired data, using AI technology. Their goal is to provide experiences that match users’ preferences and TPO.

Hakuhodo DY Holdings is also working on a project, Hakuhodo DY Play Asset, which uses data such as video, photos and audio from sports, entertainment, animations, to create new services and products including NFTs. The resources can be shared with its subsidiaries such as Hakuhodo DY Media Partners, Hakuhodo DY Sports Marketing Inc., Hakuhodo DY Music & Pictures.