Welcome to the SEG3 Report

As with our recent events in Los Angeles and our upcoming one in London on June 27-28, the SEG3 Report aims to serve as a source of inspiration and education.

We intend to use this platform to explore emerging technologies such as web3, advancements in AI, spatial and immersive tech, as well as interactive platforms like Roblox and Fortnite. This report will offer insights on projects and organisations utilising these advancements to reimagine traditional marketing and business models, as well as enhance both physical and digital experiences for fans and consumers.

SEG3 helps sports, entertainment, and cultural organisations navigate the transition to a more digital future. The SEG3 Report serves as a bridge between our events, providing a regular platform to highlight the innovative and inspiring work of everyone in this community. 

We hope you enjoy it!

Here’s what you need to know this week:

• The Figure 01 delivers a demo to remember

• LinkedIn is getting ready to add games

• Karta & Hugo Boss launch two Roblox experiences

• 100 days until SEG3 hits London

Let’s get into it…

Figure 01, a robot, delivers a demo to remember

Figure 01 is an autonomous humanoid robot developed by Figure AI. Two weeks ago, Figure and OpenAI announced their collaboration to push the boundaries of robot learning.

Together, they are developing next-generation AI models for humanoid robots. In the 13 days since the partnership was announced, Figure AI has provided this update and demo.

Here’s what we see in the demo:

All of the behaviours are learned (not teleoperated) and run at normal speed (1.0x). The model processes the entire conversation history, including past images, to generate language responses, which are spoken back to the human via text-to-speech. The robot decides which learned behaviour to execute to fulfil a given command. Images are captured from the robot's cameras, and speech is picked up by an onboard microphone and delivered to a large multimodal model trained by OpenAI, which comprehends both images and text.

With all these features working together, Figure 01 can analyze conversations and quickly formulate and execute a plan: 1) place the cup on the drying rack, and 2) place the plate on the drying rack. And let's not forget to mention the remarkable dexterity and coordination of the robot!

Why it matters

The future is a lot closer than we may have thought.

This is a very different type of demo that the Boston Dynamics robots running through obstacle courses, or the strange dog (name “Spot”!) that can never be knocked over. While we have seen a lot of demonstrations of the physical abilities of robots, this is the most compelling merger of physicality and comprehension.

The Figure 01 demo showcases its ability to 'see', respond to external stimuli, engage in fluent conversations with humans, and perform tasks autonomously. Even the tone of the conversations is significantly more compelling than any discourse you may have had with Siri over the years.

The robot accurately identifies objects, offers an apple based on logical deduction, explains its actions while completing tasks like trash disposal, and multitasks effectively by handling distinct physical and mental tasks simultaneously.

For many this is the first demo, you can easily imagine an interaction that happens in your own house, maybe in 2035. Or maybe, 2025?!

LinkedIn is getting ready to add games

LinkedIn, known primarily as a professional networking platform with over 1 billion users, is venturing into gaming to increase user engagement. The news was announced by a researcher on X, and confirmed by a company spokesperson to Tech Crunch. The company is developing puzzle-based games called "Queens," "Inference," and "Crossclimb," leveraging the viral success seen in games like Wordle. Initial code findings indicate LinkedIn may rank players by their workplace scores, adding a competitive element tied to companies.

Although a launch date is yet to be confirmed, a LinkedIn spokesperson has acknowledged the gaming project, emphasizing the goal to introduce fun elements, strengthen relationships, and encourage conversations on the platform. Microsoft, LinkedIn's parent company and a significant player in the gaming industry, has not disclosed its involvement in the project. Despite the spokesperson's silence on Microsoft's role, the move underscores the growing interest among non-gaming platforms in leveraging gaming to enhance user engagement.

Why it matters

Beyond its immediate impact on user engagement, LinkedIn's gaming initiative highlights the evolving nature of digital platforms and their strategies for growth. As traditional boundaries between different forms of digital media blur, platforms are increasingly diversifying their offerings to meet evolving user preferences and behaviours - increasingly, this now means “getting into games”.

Gaming has become a cornerstone of digital entertainment, with mobile and PC games consistently ranking among the most popular and profitable applications. Puzzle-based casual games, particularly, have enjoyed widespread appeal among mobile users, driving significant engagement and revenue. The decision by LinkedIn, a platform traditionally associated with professional networking and recruitment, to venture into gaming represents a significant shift in strategy. This move underscores the growing recognition among non-gaming platforms of the potential for gaming to enhance user engagement and retention.

The significance of LinkedIn's foray into gaming lies in its potential to reshape the platform's user experience and attract a broader audience. By introducing puzzle-based games, LinkedIn aims to tap into the gamification trend, leveraging game mechanics to incentivise user participation and foster deeper connections among its members. Moreover, the decision to rank players based on workplace scores introduces a competitive element tied to professional identity, potentially driving increased interaction and competition among users.

SEG3 London is now just 100 days away!

And the agenda is now out.

Meet the global innovators from across sports, digital entertainment, and technology whilst getting actionable insights into how you can leverage web3, immersive and interactive platforms to deliver next-generation digital products & experiences.

Hugo Boss Roblox experiences go live

Hugo Boss recently launched its first Roblox experience, in collaboration with the game studio Karta, to promote its new denim-focused line, Hugo Blue. This debut on Roblox features two distinct experiences: Planet Hugo, a Roblox shop with an event space on a miniature planet, and Hugo Fashion Match, a fast-paced social fashion game that challenges players to makeover each other's avatars.

This initiative allows players to immerse themselves in digital worlds created by the German fashion house, offering interactive engagement with the brand's latest collection. Targeting a younger audience, Hugo Boss aims to connect innovatively through these platforms.

Marking Hugo Boss's initial venture into Roblox, the launch suggests plans for more such experiences in the future.

Why it matters

This launch illustrates brands' evolving strategies to engage with the Roblox community.

Instead of creating a one-size-fits-all brand experience, Karta has assisted Hugo Boss in developing an ecosystem of interconnected experiences catering to various demographics and interests related to the brand. 

This approach helps to navigate a paradox present with brand experiences on Roblox.

Brands like Hugo Boss have multiple messages to communicate, goals to achieve, and target audiences to reach. However, the best-performing Roblox experiences have a singular offering.

By creating multiple experiences, they not only promote cross-engagement among them but also facilitate seamless player movement from one experience to another through portals.

Time will tell if multiple brand experiences outperform large single experiences, but if they do, it could be good news from Roblox developer studios!