The Journey of Arvore to Becoming a Prestigious Emmy-Winning VR Developer

Brazil has been home to game developers since the 1980s, and its creative talent has also been at the forefront of virtual reality from its inception. Rodrigo Terra, president of the Brazilian games trade body Abragames and co-founder of VR studio Arvore Immersive Entertainment, has been involved with VR since 2014, initially experimenting with the Oculus Rift DK1 before Facebook acquired Oculus. Terra was captivated by the potential of VR, which allowed him to immerse himself in a virtual world, rather than simply viewing it on a screen. However, the Brazilian market for virtual reality is currently relatively small, despite efforts by major companies to establish a presence in the region. These companies are attempting to market VR headsets as productivity tools, but this approach is still in its infancy. Apple is making strides in this direction, while Meta is investing in a different approach, which Terra believes is the most effective way to drive growth. Nevertheless, adoption of VR technology in Brazil will take time due to limited access. The popularity of smartphones in Brazil can be attributed to a public policy that enabled local manufacturing, resulting in a significant reduction in price. Unfortunately, VR technology does not yet have a similar advantage. Despite these challenges, the VR community in Brazil is growing, with determined developers finding ways to import headsets into the country. Arvore is focusing on the global market, rather than just the Brazilian market, as it recognizes that the local market will take time to develop. Terra is confident that if major companies like Meta, Google, and Apple start selling their products officially in Brazil and invest in the region, it could lead to increased adoption of VR technology. Brazilians have a strong affinity for technology, often being among the first to adopt new digital trends. The company was founded seven years ago by Terra and his university friend Ricardo Justus, who were running a television production company at the time. They began discussing the potential of virtual reality in 2015, despite the absence of consumer headsets in the market. Arvore started by working on both business-to-business and business-to-consumer projects, as well as physical and location-based installations. The company's first commercially released VR game was Pixel Ripped 1989, a first-person perspective game that paid homage to retro video games. This was followed by a 1995-themed sequel, but it was the studio's third game, The Line, that brought them significant recognition. The Line is a 20-minute interactive love story directed by film director Ricardo Laganaro, which won the prize for best VR immersive experience at the 2019 Venice International Film Festival. This was the first time a Brazilian company had won an award at the festival. Arvore also won the Primetime Emmy for outstanding innovation in interactive programming in 2020. Terra believes that immersive content is essential for showcasing the company's work to a global audience. Arvore tells universal stories and creates games that can be understood and loved by people worldwide, while also incorporating a Brazilian flavor. The company has been in operation for seven years and has experienced many market fluctuations, but it remains committed to the VR market. The conversation inevitably turns to the challenges faced by virtual reality in becoming a mainstream technology. Terra has heard predictions that VR will take off in the next year or two, but he has been hearing such predictions since he started working in the industry. Nevertheless, he is convinced that VR will eventually become a mainstream technology, and it is only a matter of time. Terra believes that in ten to fifteen years, people will no longer need to use phones and computers, as immersive technologies will become the norm. The development of devices like the Apple Vision Pro demonstrates the potential for VR technology to become more accessible and user-friendly. For Terra, virtual reality is currently a niche market that can be survived in, primarily consisting of adults with disposable income and an interest in new technologies. However, as more children become involved in VR, a new generation of players will emerge, and immersive technologies will become a standard part of their entertainment mix. Terra is looking forward to a future where VR and XR are integral parts of people's lives and play. While VR is still a niche market, it is gradually becoming more understood and accepted as an industry, and it will continue to grow and eventually become mainstream.