3rd i Establishes VR Consumer Testing

The quality assurance company will now be providing VR and AR testing.

As virtual reality (VR) and augmented reality (AR) continues to grow quality assurance company 3rd i has announced it’ll now be offering its services for immersive experiences and applications.

“Building upon our reputation as innovators in home entertainment quality control, we recognize that entertainment technology is at a pre-exploding point,” enthuses Al Limón, 3rd i’s CEO and co-founder. “The exploration of new technology is very important to us, as it helps us meet the needs of our clients, sometimes before they even realize they need it.”

3rd i logo

3rd i is located near to Silicon Beach, in Culver City making it ideally suited to serve the next-generation technology emerging around its facility. The company looks to support the growing VR industry by providing a mindful approach to quality control, ensuring consumers get an intuitive and frustration-free experience.

“We provide valuable third-party independent review that helps reveal what issues may crop up that may not be apparent to the content producers when an entertainment offering of any sort is released to the general public,” states Ramón Bretón, 3rd i’s CTO. “With VR in particular, the user interface (UI) and user experience (UX) are merged as never before. What seems intuitive to a developer may be confusing for a consumer during their first encounter. Ensuring the smooth integration of interface and experience, along with evaluating content for any visual or auditory anomalies, is the kind of service we provide, regardless of the medium.”

Al Limón adds: “Also, for the first time, a piece of home entertainment content can have a severe physiological effect on the consumer. The last thing a new technology needs is bad publicity, dampening early adoption. Part of our responsibility in protecting our clients’ valuable product, not to mention their reputation, is reporting on a virtual reality experience’s potential for cybersickness – the nausea and/or disorientation that some people feel when engaging with VR.”

3rd i has been providing quality assurance for over 25 years, performing real-time evaluations of 4K/UHD material, Digital Cinema Packages, and Blu-ray/DVD releases.

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