Rush Digital backs NZ virtual and augmented reality body

Becomes strategic partner of NZVRARA
  • Stuart Corner (Computerworld New Zealand)
  • 28 February, 2017 13:35

Auckland based company Rush Digital, claimed to be one of the world’s leading creative technology studios, is to become a strategic partner of the recently formed New Zealand VR/AR Association (NZVRARA).

Rush Digital said it would “drive the Auckland arm of the organisation” and its Global VP sales & marketing, Ghanum Taylor, would become a strategic partner on the NZVRADA board.

Rush Digital has a presence in the US and Taylor said this put the company at the heart of the VR/AR industry and would enable it to leverage its international experience for the benefit of the association.

NZVRARA was launched in late 2016 to champion and grow innovation and investment in the virtual, mixed and augmented reality businesses in New Zealand and showcase them globally. According to Rush Digital, it has already recruited a membership heading towards 100 creative organisations and individuals.

The NZVRARA is also the New Zealand chapter of the International VRAR Association, which is supported by the BAFTA VR Advisory Group based in Los Angeles.

The group’s chairman, Roy Taylor, said New Zealand was at the forefront of the VR/AR industry. “New Zealand has shown extraordinary success in the development of VR/AR technology, particularly in the development of ground-breaking VFX and computer animation to enhance the visual panorama of cinematic story telling,” he said.

NZVRARA executive director, Jessica Manins, said the organisation was encouraging membership from all parts of the creative industries — organisations and individuals — as virtual, mixed and augmented reality become more integrated into all innovative creative thinking.

“Having a leader in the industry such as Rush Digital put their hand up to be one of our active champions is a major coup,” she said.