HTC announced on Wednesday that it has signed a memorandum of understanding (MOU) with Japan's NTT Communications (NTT Com) to jointly develop large-scale location-based immersive entertainment (LBE) experiences in Japan, signaling a broader push into the next generation of XR-driven entertainment.
Tapping into Japan's growing venue market
HTC said the partnership aims to explore the commercial potential of location-based entertainment, a fast-growing sector combining extended reality (XR) technologies with physical venues. These experiences—spanning culture, education, tourism, and live entertainment—allow users to don XR headsets and immerse themselves in blended physical and virtual environments.
In Japan, a surge in the construction of large venues for sports and concerts has also led to a search for ways to maximize usage during off-event periods. HTC noted that immersive XR experiences offer a cost-effective solution for venue operators. The required hardware is relatively lightweight, often avoiding the need for extensive retrofitting.
Combining complementary strengths
HTC brings to the table its extensive experience in crafting immersive exhibitions across various global markets. NTT Com, a subsidiary of the NTT Group, complements this with its deep expertise in smart venue infrastructure and advanced networking. The companies aim to combine their respective strengths to scale immersive applications across Japan's entertainment and cultural sectors.
The partnership also intends to bring in major Japanese anime, gaming, and cultural intellectual property holders, as well as art institutions and local governments, to co-develop immersive content with both depth and local resonance.
Building next-generation entertainment infrastructure
NTT Com plans to integrate HTC's advanced XR platform with IOWN (Innovative Optical and Wireless Network) technologies, as well as IoT connectivity and haptic transmission capabilities, to create next-generation entertainment environments that enable real-time interactivity and cross-venue connectivity.
Article edited by Jerry Chen
