{"id":70645,"date":"2024-04-02T15:44:50","date_gmt":"2024-04-02T13:44:50","guid":{"rendered":"https:\/\/newimages-hub.com\/?p=70645"},"modified":"2024-04-02T15:44:52","modified_gmt":"2024-04-02T13:44:52","slug":"fourth-and-last-edition-of-the-think-tank-lieux-culturels-et-metavers","status":"publish","type":"post","link":"https:\/\/newimages-hub.com\/en\/fourth-and-last-edition-of-the-think-tank-lieux-culturels-et-metavers\/","title":{"rendered":"Fourth and last edition of the think tank \u00ablieux culturels et m\u00e9tavers\u00bb"},"content":{"rendered":"\n

A NewImages Hub & CLIC project<\/h2>\n\n\n\n

On March 14, 2024, the Forum des images<\/strong> hosted the fourth and final session of the \u00ab<\/strong>Museum Metavers\u00bb<\/strong> Think Tank, co-hosted with CLIC<\/strong>, questioning existing business models<\/strong> for metavers and (pre)metavers or immersive virtual world projects, as well as a legal and ethical focus on their creation and use. If you missed the third Think Tank session<\/strong>, feel free to read the report here<\/a>!<\/p>\n\n\n\n

As a reminder: the \u00ablieux culturels et m\u00e9tavers<\/strong>\u00bb think tank is a series of 4 working groups<\/strong> inviting museums, cultural venues and historic monuments to work together to imagine the future of cultural institutions in the metaverse<\/strong>.<\/p>\n\n\n\n

\u00ab<\/strong><\/strong>The idea of the think tank, co-piloted by the Forum des images and the CLIC, is to create a crossroads between cultural institutions and French tech companies\u00bb<\/strong> – Michele Ziegler<\/strong><\/p>\n\n\n\n

Which uses for which audiences? What are the obstacles to adopting these technologies? How accessible are they? How to engage audiences?<\/p>\n\n\n\n

How can we generate revenue from the metaverse? Can metavers be profitable for institutions? A new model for content development and audience loyalty? What do we need to know about copyright, IP and consumer law?<\/p>\n\n\n\n

With over 70 institutions and companies having already agreed to take part in the Think Tank<\/strong>, its aim remains to prepare French cultural institutions and venues for the call for projects just published by the Ministry of Culture, France 2030.<\/strong><\/p>\n\n\n\n

The morning ended with a presentation of the \u00abImmersive Culture and Metavers\u00bb AAP, launched by the Government on Tuesday January 30, 2024, as part of France 2030. Operated by Bpifrance, the call aims to develop the production and dissemination of immersive experiences, in the service of cultural democratization and audience expansion. The first application deadline is July 2, 2024.<\/strong><\/p>\n\n\n\n

Business models<\/h2>\n\n\n\n

During this 4th session on March 14, representatives of projects linked to metaverses or immersive virtual worlds presented their views on business models:<\/strong><\/p>\n\n\n\n

Philippe Bornstein, President and co-founder of XR+<\/strong><\/h2>\n\n\n\n

XR+ (par The Lucid Dreams Company)<\/strong><\/a>, founded 4 years ago in Caen and Paris, offers a destructive approach to the creation of immersive VR or 360\u00b0 experiences, with no developers and no code. With a reasonably priced license (\u20ac100 per month for professionals) and over 18,000 accounts today, XR+ makes the XR Web accessible. The uses for these immersive experiences are varied, ranging from marketing and culture to the arts.<\/p>\n\n\n\n

XR+ does not yet offer a metaverse experience, but is involved in discussions on future business models for metavers (immersion with a social character, living together while being embodied or not, to interact with others\u2026).<\/p>\n\n\n\n

For Philippe Bornstein, the immersive experience must add value for the user, to keep him or her engaged in the experience. For metavers, it’s a question of conversing, of humanizing the digital world with an exchange in natural language (voice) with an avatar, a 3D chatbot, who can understand and respond to the user (with a defined corpus of documents, for example). Instead of talking to a text chatbot, I speak with my voice, and the exchange takes place with a humanized entity. This concept is what would enrich the public’s relationship with cultural venues.<\/p>\n\n\n\n

For XR+, it’s a question of creating desirability, giving priority to contemplation and observation of the place or object, without replacing it with that of one’s telephone. To achieve this, multi-device<\/strong> accessibility (mobile, computer, VR headset, and tomorrow augmented reality goggles) seems particularly important to them, to give remote and on-the-spot access, without having to download anything or create an account.<\/p>\n\n\n\n

We’re moving from advertising-based business models to paywall business models (with the example of news sites, with subscriptions, or soft paywall by encouraging subscription).<\/strong><\/p>\n\n\n\n

H\u00e9l\u00e8ne Quintin, Co-founder & President of Keru Project<\/strong><\/h2>\n\n\n\n

Keru<\/strong><\/a>‘s mission ?<\/strong> To create a digital souvenir for cultural sites! Keru secures digital assets and donates the profits to fund cultural sites. Their first digital souvenir project, for the Mus\u00e9e d’Orsay, was released this autumn 2023, to coincide with the \u00abVan Gogh \u00e0 Auvers-sur-Oise\u00bb exhibition.<\/p>\n\n\n\n

Keru’s vision is not directly linked to the metaverse (at least not in the short term), but will be a source of funding for its partners, and will help create a link between the physical and the virtual.<\/p>\n\n\n\n

These digital souvenirs, which can be collected from various religious sites, are linked to the physical world in that they enable visitors to take away something from their visit. By scanning a QR code (during the visit or at the end), it takes 15 seconds to obtain a digital souvenir, without any technical knowledge, to access exclusive advantages.<\/p>\n\n\n\n

According to H\u00e9l\u00e8ne Quintin, in today’s fast-moving world, advances in AIs will make the creation of metavers much quicker and easier.<\/p>\n\n\n\n

On the subject of the business model, Keru shares feedback from their digital souvenir for the Van gogh exhibition at the Mus\u00e9e d’Orsay:<\/strong><\/p>\n\n\n\n

The average basket hovered around a 20-euro souvenir, which gave secret benefits.<\/strong><\/p>\n\n\n\n

\u00abHolders of digital souvenirs will also benefit from in-store discounts and a number of new experiences such as an invitation to an opening, dinner in one of the museum’s restaurants or, for the lucky ones, lifetime access to the museum for two!\u00bb<\/em><\/strong><\/p>\n\n\n\n

Jean-Nicolas Hinard, Co-founder of Wagmi studio<\/strong><\/h2>\n\n\n\n

Wagmi studio<\/strong><\/a> <\/strong>is a Web 3 agency that supports and develops tools to promote their adoption by the general public, and is also positioned in the NFT field. An independent, profitable company with a team of 10, Wagmi studio has a wide range of customers and partners, including Orsay, the Arab World Institute, AGORIA, and the creation of an NFT for the French Post Office and the Red Cross.<\/p>\n\n\n\n

For Jean-Nicolas Hinard, the metaverse does exist. How immersive are digital experiences? Today, it’s not yet conclusive. Headsets are not yet widely distributed, and the Vision Pro has yet to prove its worth\u2026<\/p>\n\n\n\n

But digital is slowly increasing the rate of immersion, so the metaverse has already begun! And digital not necessarily related to the physical\u2026 To illustrate, Jean-Nicolas Hinard cites a few figures: \u00abThe size of the crypto-currency market, in terms of transaction value, is USD 1,330.43 billion for the current year and a CAGR of 30.40% over the forecast period.\u00bb – MordorIntelligence<\/p>\n\n\n\n

And this industry has no link to the physical, no use in the real world, just like many video games. \u00abIf digital tries to copy the real, we’ll get nowhere\u00bb – Jean-Nicolas Hinard<\/p>\n\n\n\n

In his view, we need to embrace the digital, which extracts itself from the real, and embrace pixels and digital matter.<\/p>\n\n\n\n

Today, digital works in silos and ecosystems, which could be harmful. For Wagmi studio, blockchain enables us to open up to other silos: in concrete terms, this translates into the museum experience, for example, by unlocking content, and linking up different institutions via shared, responsive content.<\/p>\n\n\n\n

The key points of the metaverse therefore remain the link, between users and between ecosystems, to create a complementary synergy! Finally, we might conclude with this sentence from Philippe Bornstein on the recipe for a successful business model for metavers and interactive immersive worlds: \u00abTransforming added value into added warmth, the extra soul that enables monetization, is the key to success<\/em>!\u00bb \u2013 Philippe Bornstein<\/strong><\/p>\n\n\n\n

Legal and ethics<\/h2>\n\n\n\n

The Think Tank’s legal panel featured expert speakers:<\/p>\n\n\n\n

Laurent Chr\u00e9tien, Founder and Chairman of <\/strong>Komodal<\/strong><\/a><\/h2>\n\n\n\n

Propelled by the Laval Virtual association, Komodal has rapidly become the leading provider of services in virtual worlds for training, remote collaboration and events.<\/p>\n\n\n\n

Komodal offers companies a range of complementary services based on metaverses and virtual worlds. It offers its customers comprehensive support: strategic consulting, needs definition, acculturation and discovery, event operation and training.\u00bb – Laurent Chr\u00e9tien<\/p>\n\n\n\n

The metaverse exists thanks to the underlying technologies: blockchain, AI, and also takes on many different meanings, with blockchain metavers, 3D metavers\u2026 This natural evolution in web use, with increasingly powerful technologies, is multiplying metavers, which are still in their infancy. According to Laurent Chr\u00e9tien, it is likely that within 10 years there will be billions of collaborative environments on the Internet, symptoms of a generational difference and of a new generation that wants to mix playfulness and work.<\/p>\n\n\n\n

Legally, the development of these collaborative platforms presents different types of risk:<\/p>\n\n\n\n