3D showrooms drive growth at games firm Eutechnyx

The world’s leading independent driving and racing game developer, Eutechnyx, has launched a new division that could revolutionise the car buying process. The world’s leading independent driving and racing game developer, Eutechnyx, has launched a new division that could revolutionise the car buying process.

The Gateshead-based company, which has won numerous awards for its million-plus selling titles like Auto Club Revolution, has created proprietary software that replicates vehicles from engineering data, allowing customers to explore a huge range of configurations while interacting with life-sized 3D models on super-smooth displays.

ZeroLight, as the new business is known, is already working on six pilots worldwide with a major car manufacturer. As word spreads, others are now making enquiries about the new ZL Virtual Showrooms. The new technology – which could be rolled out into other industries – comes into play when customers approach the screen, their presence being sensed by a camera placed above it. A virtual car then ‘drives’ into view and responds to the customer’s movements, so every aspect of the vehicle can be explored. For more information on particular components, the customer simply has to point.

Configurations can be pre-set and replicated using a code or changed in real time with a touchscreen device, meaning the buyer can customise the vehicle quickly and easily. In the next version of the software, it will even be possible to showcase the car in motion. Creating a 3D vehicle can take around three months, but, once completed, the model is highly flexible and could even be made accessible to customers through the likes of a pop-up stand in a shopping centre.