XRSWeek 2018

Virtual Reality Strategy Conference 2018

October 15-18 | San Francisco, CA

Produced by:

Preliminary program. Session, topics and times subject to change.

Program director: Alexis Macklin, 415-854-3282, alexis.macklin@greenlightinsights.com


Day One – Monday, October 15, 2018


XRSWeek 2018 Registration & Early Badge Pickup

Greenlight Insights, 605 Market Street, San Francisco, CA 94105

5:30p - 8:30p

XRSWeek 2018 Kickoff Networking Reception

DaDa Bar, 65 Post St, San Francisco, CA 94104

Sponsored by

Day Two – Tuesday, October 16, 2018

The Park Central San Francisco, 50 3rd St, San Francisco, CA 94103

8:00a - 5:00p


8:00a - 8:50a         

Data and Donuts with Greenlight Insights

Omar Wardak, Research Director, Greenlight Insights

Ben Delaney, Chief Analyst, Greenlight Insights

Natalie Yue, Analyst, Greenlight Insights

Converse with top leaders on the Greenlight Insights team about growing VR/AR trends and how the most recent developments will affect the industry years in the future.

9:00a -9:30a        

Welcome Remarks

Clifton Dawson, CEO, Greenlight Insights

9:30a - 10:00a        

Moderated Conversation - XR is Here: The Readiness of VR and AR Ecosystems

Hugo Swart, Head of VR/AR, Qualcomm

Ben Lang, Executive Editor, Road to VR

2018 has marked a tough year for companies in the virtual and augmented reality industry. As we emerge from the trough of disillusionment, VR and AR are finally on the cusp of true technological breakthrough. This engaging conversation led by one of the industry’s foremost authorities will explore growth opportunities in the XR industry and how to harness them.

10:00a - 10:30a

Refreshment Break

10:00a - 10:30a

Greenlight Insights Book Club 

Peter Rubin, How Virtual Reality Is Changing Human Connection, Intimacy, and the Limits of Ordinary Life 

Ben Delaney, The 90's: The Birth of VR, in the Pages of CyberEdge Journal

10:30a - 11:00a        

All-Star Panel - The Rise of VR eSports

Chris McKelvy, Head of eSport, Oculus

Jennifer Chavarria, Head of Studio, Kite & Lightning

Leslie Pirritano, Global Account Manager, AMD

eSports is the next billion dollar new media industry and VR is establishing its place within the ecosystem. This panel explores the state of VR esports today and its growing importance to a global audience.

11:00a - 11:30a        

All-Star Panel - Creating New Strategy for Massive IP

Guy Primus, CEO, The VR Company

Marcie Jastrow, SVP Immersive Media, Technicolor

Kevin Vitale, CEO, VRStudios

John Gatti, Manatt, Phelps & Phillips

VR content has found a growing home in location-based entertainment where fans of an IP can become immersed in new ways with the help of headsets and simulators. This panel will discuss the careful considerations of working with a major IP from licensing to working with major entertainment brands.

11:30a - 12:00p        

Moderated Conversation - Bringing Immersive to the Masses

Bruce Vaughn, CEO, Dreamscape Immersive

Peter Rubin, Senior Editor, WIRED

AMC and Spielberg-backed LBE VR company Dreamscape Immersive will discuss the first years of the second wave of Out-of-Home VR entertainment. What has gone well and what needs improvement?

12:00p - 1:15p

Lunch in the Solution Showcase

1:15p - 1:45p

All-Star Panel - Investing in 2019: Where to Bet

Michael Yang, Managing Director, Comcast Ventures

Angelo Del Priore, Partner, HP Tech Ventures

Teppei Tsutsui, Managing Director, GFR Fund

Martina Welkhoff, Founding Partner, WXR Venture Fund

Investors will discuss the top investment trends of 2018 and how it will impact 2019.

1:45p - 2:15p        

Moderated Conversation - The Massive Expansion of Mobile AR

Tony Parisi, Global Head of VR, Unity

Jesse Damiani, Editor-at-Large, VRScout

There is no doubt about it: mobile AR is here and in a massive way. From location-based games to marketing/advertising experiences, AR is transforming the way consumers interact with brands. Unity's Tony Parisi will explore the impact of mobile AR so far and how brands can capitalize on its reach.

2:15p - 2:45p        

Moderated Conversation - The Emergence of the Experiential Enterprise

J.B. McRee, Senior Manager, Product Marketing, HTC

Ben Delaney, Chief Analyst, Greenlight Insights

While consumer adoption has been at the forefront of industry conversation. VR has quietly been creating a massive footprint in the enterprise for decades. HTC will discuss how VR's second wave is transforming the way Fortune 500 companies are approaching everything from productivity to training.

Experiential Marketing Summit

Welcome Remarks

Clifton Dawson, CEO, Greenlight Insights

All-Star Panel - Experiential Marketing 2.0: The New Wave of Immersive Marketing Campaigns

Clifton Dawson, CEO, Greenlight Insights

Tony Parisi, Head of VR/AR, Unity

Alex Hertel, CEO, Xperiel

2:45p - 3:15p        

Refreshment Break in the Solutions Showcase

Innovation Spotlight - Architecting for Immersive Excellence: Creating a Unified Strategy From Mobile to XR

Alex Hertel, CEO, Xperiel

3:15p - 3:45p        

Moderated Conversation - How Mixed Reality is Streamlining the Future of Work

Daniel Escudero, Mixed Reality Academy Lead Designer, Microsoft

Kent Bye, Producer, Voices of VR

3:45p - 4:15p

Moderated Conversation - The Magic Leap to XR: How to Accelerate the Road to Spatial Computing

Aleissia Laidacker, Interaction Director, Magic Leap

J.C. Kuang, Analyst, Greenlight Insights

Magic Leap and Greenlight Insights will discuss the current state of head-mounted AR and the future of the technology and software to come.

4:15p - 5:00p

Keynote Presentation - Charting the Immense Potential of Immersive

Clifton Dawson, CEO, Greenlight Insights

5:00p - 6:00p

Networking Reception in the Solution Showcase

Sponsored by

Socialize with VRS 2018 guests while enjoying complimentary beer, wine, and snacks before making your way out to an evening in Downtown San Francisco.

6:00p - 7:00p

Networking Night Out: ThirstyBear Brewing Company*

661 Howard Street, San Francisco, CA 94105

Hosted by the VR/AR Association (VRARA), VRS 2018 guests are invited to attend the VRARA SF Chapter networking event. The VRARA is an international body that fosters education and connection in the VR and AR industries. Through events, publishing, multimedia and networking, its mission is to support innovation, industry growth and member development.

* Separate registration required.

Day Three – Wednesday, October 17, 2018

The Park Central San Francisco, 50 3rd St, San Francisco, CA 94103

8:00a- 5:00p         


9:00a - 5:00p        

Track I:

Immersed Media & Entertainment Summit

VRS hosts a full day conference program where immersive technology, media, interactive entertainment, art, and business intersect.

Track II:

Experiential Enterprise Summit

VRS hosts a full day conference program focused on VR/AR’s application to design engineering, corporate training, and sales enablement.

9:00a - 9:15a

How the Convergence of Immersive, Local, and Social is Changing the Media & Entertainment Landscape

Alexis Macklin, Analyst, Greenlight Insights

Introduction to the full program of case studies and panels will explore advancements in technology, distribution, and commercial viability in the XR media & entertainment landscape.

Welcome Remarks

J.C. Kuang, Analyst, Greenlight Insights

Introduction to the full program of case studies, panels and interactive workshops will explore advancements in technology, use cases, and ROI for numerous vertical industries, including healthcare, logistics, industrial manufacturing, retail, and more.

9:15a - 10:00a        

All-Star Panel - The Impact of Immersive Entertainment

John Canning, Executive Producer, Digital Domain

Jennifer Magee-Cook, Head of Production, Dreamscape Immersive

Jonathan Flesher, Head of Business Development, Baobab Studios

Eddie Lou, Director, Sandman Studios

Top entertainment executives share learnings from their respective early investments in  VR and AR, and where the future of immersive media & entertainment is headed.

Keynote Presentation - Enterprise XR and the Knowledge Exchange

Jason Welsh, Managing Director, Accenture

As one of XR's most talked-about use cases, training in virtual or augmented enbvironments represents  significant savings for companies in turnover, onboarding costs, and reduced downtime, among others. This keynote will discuss scalable strategies and success stories from SMBs and larger firms who have implemented XR in employee training procedures.

All-Star Panel - Effective, Scalable Strategies For XR Business Communications

Jane Fang, Head of Mixed Reality Academy, Microsoft

Amber Osborne, CMO, Doghead Simulations
JC Kuang,
Analyst, Greenlight Insights

Globalization's marked effect on enterprise has necessitated a revolution in how information is conveyed and how workers collaborate. Gathering from several different sectors, this session will forefront discussions on the future of collaborative work and the global office.

10:00a - 10:30a

Refreshment Break

10:00a - 10:30a

Vendor Keynote - An Enterprise Platform to Deploy Virtual Reality-Based Training

Daniel Seidl, CEO, Innoactive

Leveraging a robust catalog of offerings for organizational immersive training at scale, Innoactive is poised to make an exciting new announcement which promises to continue a tradition of innovation in VR for the enterprise.

10:30a - 11:00a        

Moderated Conversation - Navigating Live Broadcasting for Immersive

David Cole, CEO, NextVR

Brian Seth Hurst, President,  Storytech Immersive

VR is opening live events to a new market, broadcasting from the best seats at a concert to the sidelines of a sporting event, but VR has the potential to be much more than just a virtual ticket. What is the future development of live broadcasting in VR and the hurdles of accomplishing these goals?

All-Star Panel - Unlocking the Potential of The Connected Worker in Frontline and Field Operations

Hiren Bhinde, Director, Product Management for VR/AR, Qualcomm

Matthew Short, R&D Manager, Accenture

Tom Dollente, Director of Solutions, RealWear

Kenneth Wong, Senior Editor, Digital Engineering

A robust discussion on next generation solutions to improve the safety and efficiency of frontline employees driven by immersive technology. As new hardware and software solutions continue to populate the market, immersive solutions frontline workforces are increasingly well defined, yet highly competitive, and continue to drive tangible success in new frontline workflows for the connected worker.

10:30a - 12:00p

Workshop - Creating Your VR Center of Excellence
Alex Coulombe, Consultant, Agile Lens

For a solid, long-term VR strategy, the creation and maintenance of a VR center of excellence can prove a valuable long-term investment. As adoption of immersive hardware continues to rise, a center of excellence can help reduce costs of content creation and deployment, generate appealing professional development opportunities, and help your organization keep abreast of new technologies and best practices. Join creative director of Agile Lens Alex Coulombe to learn more about planning and setup a center of excellence which best meets your particular organizational needs.

11:00a - 11:30a

All-Star Panel - The Evolution of Immersive Content Capture

Christina Heller, CEO, Metastage

Paul Debevec, Senior Engineer, Google

Devon Copley, CEO, Imeve

Pete Lude, CTO, Mission Rock Digital

Live action content capture is changing within the immersive landscape from light field to holographic AR videos. Content creators and camera experts will discuss the upcoming promise of immersive content capture techniques and hardware.

Keynote Presentation - XR, Manufacturing & Logistics

Percy Stocker, President, Ubimax

Implementation of an AR strategy, while daunting for first-time adopters, can have a demonstrable driving effect on efficiency and productivity. Join Percy Stocker, Americas President of Ubimax, as he outlines current compelling use cases and potential adoption barriers in contemporary enterprise AR across sectors such as logistics, manufacturing, maintenance, and more. This session will also provide valuable strategic insight into implementing your own frontline AR strategy.

11:30a - 12:00p

Keynote Presentation - Lightfield Technology and Holographic Displays for Immersive Content

Jon Karafin, CEO, Light Field Lab

Jon Karafin, CEO of Light Field Lab, will detail the very latest developments in light field and holographic display technologies including insights into the creative and technical implications for content creation, as well analyze the data requirements and solutions for streaming holographic media, and provide a glimpse into Light Field Lab's holographic technologies.

Innovation Spotlight - The Next Era of Innovation in Healthcare

Randy Osborn, CEO, Bioflight VR

Todd Chang, Division Director of Research, CHLA

David Axelrod, Clinical Associate Professor, Stanford
Scott Edgar, CTO, ArisMD

As a field concerned with major issues around life and wellness, healthcare brings a particular set of criteria with it for determining the success of an XR strategy or product. This session will discuss the unique challenges and obstacles facing the healthcare market (as opposed to other enterprise sectors like manufacturing or retail), and offer insight into the latest advancements of XR throughout the industry.

12:00p - 1:30p

Lunch in the Solutions Showcase

12:30p - 1:00p

Vendor Keynote - The VR Industry Forum: Defining VR360

Adam Levenson. VP of Business Development, G-Audio Lab

Jan Nordmann, Senior Director, New Media, Fraunhofer USA

Join VR Industry Forum’s Jan Nordmann and Adam Levenson in a discussion about how standardization, interoperability, and best practices for VR360 can lead to a higher quality video and audio experience for consumers.  Coffee and pastries will be served!

1:30p - 1:50p        

Keynote Presentation - Research Highlights: Consumers and XR

Clifton Dawson, CEO, Greenlight Insights

A 360-degree view of the immersive media & entertainment market that segments consumers on the basis of their multifaceted gaming motivations, behavior, preferences, and investment across the platforms on which they play.

All-Star Panel - Enabling Immersive MarTech for Enterprise Scale
Gavin Finn, CEO, Kaon Interactive

Gary Radburn, Global Director of VR & AR, Dell

JC Kuang, Analyst, Greenlight Insights

Marketers and salespeople at firms large and small are using technology to gain a competitive advantage, cut costs, increase productivity, amplify customer engagement and increase profitability. Join us as we investigate new, immersive, martech solutions (AR, VR, WebVR, virtual 3D product tours, interactive storytelling and more) for enterprise scale.

1:50p - 2:30p

All-Star Panel - XR Games & Monetization: Battle of the Business Models

Farsh Fallah, Director of Developer Relations, Samsung

Amy Allison, Head of Community, Skydance Interactive

Dean Takahashi, Lead Writer, GamesBeat

This session is discussing monetization strategies of AAA VR games while the industry is waiting for the mainstream. How is current VR game content distribution strategies differ than traditional console and PC gaming titles? How can studios balance the cost of production and expectations of revenue?

All-Star Panel - Leveraging XR For Sales in Large-Scale B2C Scenarios

Ignacio Rodriguez, CEO, AVR Studio

Andrew Beall, CEO, WorldViz
Barry Hoffman, CSO, Zerolight
Emily Olman, CEO, Hopscotch Interactive

While virtual reality is meant to transport users outside of reality, oftentimes it can also be used as a tool to make reality more accessible, and help sales professionals better convey complex or massive products to potential clients. This session will explore the use of immersive technology in B2C verticals such as automotive and AEC, from planning, to exhibition, to sales, and what this means for a return on investment.

2:30p - 3:00p

Moderated Conversation - Location-Based VR: Exploring a New World of Distribution

Joanna Popper, Global Head of VR, HP

Alexis Macklin, Analyst, Greenlight Insights

VR is no longer a fringe technology. An growing number of consumers are trying and hearing about VR every day. HP's Joanna Popper and Greenlight Insights' Alexis Macklin will discuss how location-based entertainment has had an impact on consumer entertainment and the future of out of home VR.

Case Study - Evaluating the Efficacy of VR Investments

Ken MacLean, President, Serious Labs
Jim Dorris, VP, United Rentals        

Adoption of new XR workflows and technologies is growing across various sectors. This session will dissect the results of a six month study on the efficacy of VR for training conducted by Serious Labs alongside FMI Consulting, United Rentals and the International Union of Painters and Allied Trades (IUPAT).

3:00p - 3:30p        

Refreshment Break in the Solutions Showcase

3:00p - 3:30p        

Vendor Keynote - Leveraging Naturalistic Interfaces in XR

Yue Fei,  CTO, uSens

To realize the truly immersive experience, AR/VR is calling for more intuitive ways for users to interact with the virtual objects. If users can use their own hands rather than controllers to provide input into the virtual world, the experience can be greatly enhanced. This talk will share examples of hand interaction for both consumer and enterprise use cases.

3:30p - 5:00p

Workshop - Measuring the ROI of XR Training Programs
Dan McLinden, Consultant, ROI Institute

The chorus is growing loader that the VR-MR-AR continuum that makes up the XR spectrum can reduce the costs and time to competent and confident proficiency when compared to traditional modes of learning delivery.  So why the typical “so what” response?  Unfortunately, few organizations measure business value executives want to see that answer the “so what” question.  In short, XR-delivered solutions weren’t designed to drive business results. This is a persistent problem, but we can correct it with design thinking.

During this session, you will learn how to:

  • Explore the data sets possible from learning and development, by categories, including ROI.
  • Identify the categories of data desired by top executives and other key stakeholders
  • Explain how design thinking is used to deliver and capture results.
  • Pursue a plan to measure results and communicate results to different audiences.
  • Use results to protect and grow your budget.

3:30p - 4:00p

Moderated Conversation - Innovation in Immersive Art: Mixed Reality  & New Business Models

Jesse Damiani, Editor-at-Large, VRScout

Leila Amirsadeghi, CMO, One Dome Group

Scott Musgrove, Featured Artist, One Dome Group

IM&E Summit expands the spotlight from media & entertainment to  immersive art, exhibition, and new models for monetizing creative expression.

All-Star Panel - Preparing for the Future of Fully Immersive Sales

Cleveland Brown, CEO, Payscout

Andy Mathis, Business Development & Partnerships, Oculus
Martine Paris, West Coast Editor, GritDaily

As the nature of B2C business continues to cycle through innovation and disruption, this discussion will examine recent and current trends in ecommerce, specifically with regard to virtual reality. What is the role of brick and mortar in a synthetic environment? Where are buyers located? How are new payment models more beneficial to users and sellers? What sectors (retail, entertainment, b2b) will be most affected?

4:00p - 4:30p        

Case Study - Building the World's First Micro-Amusement Park

Nancy Bennett, Chief Creative Officer, Two Bit Circus
Peter Rubin, Senior Editor,

Two Bit Circus Chief Creative Officer and Studio Head Nancy Bennet pulls back the tent flaps of the grand opening of the company's micro-amusement park, featuring everything from a robotic bartender to VR games.

All-Star Panel - Driving Conversions and Consumer Engagement With Persistent, Interactive AR

Lisa Wong, CEO, Binary Bubbles

Ankit Kumar, CTO, Ubiquity6
Nani Sahra Walker, AR Storyteller-in-Residence, McClatchy

The information age has had a marked effect on customer experience and expectations. A robust strategy for augmented reality is no longer merely a well-timed filter, but should strive to leverage the latest technological innovation and contemporary design in order to provide compelling and persistent engagement opportunities for today's tech-savvy user. This session will focus on the use of cutting-edge technologies deployed on widely available hardware to elevate AR from a novelty to a necessity.

4:30p - 5:00p

Case Study - Secrets of a VR Magician with The Void

Curtis Hickman, Chief Creative Officer, The Void

Janko Roettgers, Senior Writer, Variety  

CCO and former magician Curtis Hickman will discuss the details of how The Void’s expansive digital world is able to fit within a storefront.

Keynote Presentation - Empowering Workforces with Augmented Reality
Roy Ashok, CEO, DAQRI

While the discussion about augmented reality has been focused on the incredible potential this technology will present in years to come across all aspects of our lives, what receives less attention is that AR is delivering results today. DAQRI CEO, Roy Ashok will share how DAQRI’s professional-grade AR products are currently being deployed to enhance workforce effectiveness and employee experience. Workforce augmentation will be critical to keep pace with the ever-increasing rate of change in the workplace.

5:00p - 8:00p

Networking Reception: An Evening of Immersive Art

Onedome, 1025 Market Street, San Francisco

Sponsored by

VRS 2018 attendees are invited to step into The Unreal Garden, a place where reality evolves before your eyes. Featuring the work of visionary artists, The Unreal Garden brings art to life all around you, merging multiple layers of perception with augmented reality, projection mapping, soundscapes, and even the physical space itself - to immerse you in a fantastical otherworld.


Networking Night Out: Convergence of VR and Electronic Dance Music*

The Great Northern, 119 Utah Street, San Francisco

Hosted by  

25% off code: VRS2018 for all VRS 2018 attendees. Keyframe Entertainment showcases the intersection of VR and Electronic Dance Music with immersive music experiences, performers, Live VR DJ, food truck, drinks, a photobooth, and more.

* Separate registration required.

Day Four – Thursday, October 18, 2018

Microsoft Reactor Studio, 680 Folsom St., San Francisco, CA 94107

Sponsored by

1:00p - 6:00p         


2:00p - 2:15p        

Welcome Remarks

Jo Ryall, Head of Marketing, Mixed Reality Academy, Microsoft

J.C. Kuang, Analyst, Greenlight Insights

2:15p - 2:45p        

Keynote Presentation - Leveraging Cloud Computing Infrastructure for Mixed Reality

Jesse McCulloch, Program Manager, Windows Mixed Reality, Microsoft

2:45p - 3:00p

Networking Break

3:00p - 3:30p

Keynote Presentation - Harnessing Advancements in Computer Vision for Mixed Reality
Galia Rosen Schwarz, VP of Business Development, Resonai

3:30p - 4:00p

Keynote Presentation - Creating a Strategy for Voice Interfaces & Mixed Reality

Kimberly Siva, CEO, Mixspace Technologies

4:00p - 4:30p        

Networking Break

4:30p - 5:00p

Keynote Presentation - Mapping Next-Generation VR Asset and Content Distribution

Barry Hoffman, CSO, Zerolight

5:00p - 6:00p

Networking Reception

Preliminary program. Session, topics and times subject to change.

Program director: Alexis Macklin, 415-854-3282, alexis.macklin@greenlightinsights.com