With Apple expected to announce an AR/VR headset by year’s end, Meta Platforms CEO Mark Zuckerberg is wasting no time trying to saturate the market with Meta Quest 2 games and gear, while priming the pump for the Meta Quest Pro, which some say may debut as early as this fall. June has seen a summer sale of up to 40 percent off on 60 Quest 2 games. And last week, Zuckerberg mounted a shock and awe offensive, previewing several early prototypes, including the Holocake 2 — Meta’s lightest, thinnest VR headset, which plays PC virtual reality games. Read more

Madison Avenue continues to scale in the metaverse, which is experiencing a land-grab for the best storefronts as brands like Gap and Nike unveil digital-only versions of their goods competing against — and sometimes collaborating with — digital-first brands like sneaker maker RTFKT and fashion house Fabrikant. Mobile game destination The Sandbox has already sold more than 70 percent of its “land” to businesses including cryptocurrency exchange Binance and video-game maker Atari. Even traditionalists like NASCAR and JPMorgan Chase are pitching virtual tents. The bank has signed a lease in Decentraland, a 3D online world. Read more

Pinterest’s Idea Pins creator platform has been described as a cross between TikTok videos and Facebook Stories. Now the social platform is extending brands’ similar creativity with Idea Ads, which can also combine video, images and music. Idea Ads can be created by the brands themselves or in collaboration with a Pinterest user, in which case the results are categorized as “Idea ads with paid partnership.” The idea is to extend brands boxed-in by video-first platforms the chance to engage users with mixed media for elements critical to DIY projects, like a printable ingredient or supply lists. Read more

YouTube is stepping up to fill what it perceives as a short-form video void in India, with a population of one billion, which is facing a ban on Bytedance’s popular video app TikTok. One New York-based creator says 80 percent of his views from a recent viral video short came from India, and YouTube, a division of Alphabet’s Google, is parlaying such information to take on short-form video phenom TikTok globally as video clips become the new battlefield for social media dominance. “There is a long game here,” said Todd Sherman, YouTube Shorts director of product management. “I think short-form video is here to stay.” Read more

Content creators who relied on remote workflows through the height of COVID-19 now realize those protocols are here to stay. Centralized cloud-based data repositories are a convenient hub from which to manage the processing of sound and image throughout production. The HPA NET lunch event, “Color Grading in the Cloud: A Case Study” analyzed that critical step from the perspective of the short film “Fathead,” produced by the Entertainment Technology Center@USC. “Fathead” was shot on a volume stage and uploaded from the camera to the cloud, where the entire workflow took place. Read more