The ever-changing environment requires that industrial companies seize digital opportunities, and within VR, AR and Mixed Reality (MR) lies a great potential for the industry, according to The Danish Industry Foundation. The potential is yet untapped, but the opportunities that VR, AR and MR create for companies forms a good framework for foreign companies with the right solutions, to enter the Danish market and tap into this growing market, without considerable market barriers. The Danish Industry Foundation is supporting and enhancing the competitiveness of the Danish industry, by financially supporting projects that generate application-oriented knowledge, new competences and innovation that benefits the industry.

Denmark is in the absolute top in the Digital Economy and Society Index (DESI) 2021, which indicates that Danes are among the most confident and adaptive among the 28 EU countries in using online services such as communicating with the public authorities, online shopping and banking. Danes are excellent at embracing new technology, which makes Denmark a great place to investigate metaverse opportunities. 

While Microsoft and Meta (Facebook) are working on versions of a Metaverse where artificial intelligence and augmented reality merge with the real world, Danish companies already exploit the benefits of Virtual and Augmented reality solutions in training programs, reparations of equipment and product development.

A good example of a company that is already on board is Accenture. They have launched the platform ‘the Nth floor, as an internal work platform throughout the group. It expresses willingness to change and sets them as the good example for both current and future employees. Managing Director at Accenture Denmark further explains:

Grundfos, Vestas, Mærsk and DTU Space are few of the Danish companies and organisations that operate with their own versions of the metaverse. Grundfos applies Virtual Reality for onboarding programs, where their metaverse combines a training room and a digital version of their water utilities. The feedback on the metaverse used in their onboarding programs is very positive and the introduction of the metaverse has shown to be highly effective in increasing knowledge of Grundfos’ systems among new employees. Likewise, Mærsk uses Virtual Reality for safety training. Mærsk educate their ship officers to predict, monitor and act on dangers during mooring, which is a complex and varied task on board. Furthermore, DTU Space is helping Danish astronaut Andreas Mogensen ahead of his second space mission. DTU is proposing a project in which Andreas Mogensen will test a Virtual Reality mental health system for astronauts.

Also, Lego announced a partnership with Epic Games, the gaming group that owns Fortnite, to develop a metaverse. The mission is to create a digital experience for kids to access tools that will empower them to become confident creators and build a safe and positive virtual space.

The SDU Metaverse Lab is an interdisciplinary research, academic and impact-generating organization. The Metaverse Lab is focusing on creating experiences and technologies that enable people to shape and engage with the future. The lab combines researchers, companies and organisations on interdisciplinary projects such as gaming, health, robotics etc. and the academic environment are designed to facilitate collaboration and technology transfer.