Getty Images is becoming the latest company to dive into virtual reality, with the image giant launching a new business dedicated to the creation and global distribution of virtual reality (VR) content.
The Getty Images Virtual Reality Group aims to build on the expertise of Getty so it can produce VR content for not only the platforms available now, but for the platforms coming down the track.
The business has already set its sights on the upcoming Rio Olympics as an event to boost its new offering, with photographers sent to the upcoming games will all be equipped with 360-degree cameras.
CEO of Getty, Dawn Airey says: “The technology is still in its infancy – as are the business models addressing how to use it - but we can expect to see VR become a leading tool for visual storytelling. It is anticipated that over 14 million consoles will sell this year alone, and we are only on the cusp of what will be a tectonic plate shift in VR”
“With the launch of the Getty Images Virtual Reality Group, we are embedding VR content technologies into the core of our business and ensuring that, as use of VR continues to grow, its users are further enhancing their experience with access to the world’s best imagery,” she added.
Last month, Getty Images and Google announced their latest partnership, which sees Getty Images supplying hi-res VR content from current events around the world for Google Expeditions. Getty Images also partnered with Oculus Rift in June 2015 to make its 360 imagery available for users of the Oculus platform via its 360° View by Getty Images collection.
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