Celcom enters metaverse with exclusive AR game and NFT services

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Celcom has dived into the metaverse with AR content, Nonvoice Metaverse, for all subscribers. In partnership with 5G app agency Nonvoice, the telco is offering consumers 10 aggregated and integrated consumer apps, delivering digital experiences covering AR games, education, digital collectibles and sports.

Among the AR services available includes SCOAAR, a multiplayer AR air hockey game that enables two simultaneous players to freely interact with AR by physically moving; and Bookful, which holds an AR library with book titles from different publishers and brands. Celcom said this interactive experience provides children engagement beyond the pages of the book and extends their understanding of the content.

Additionally, Celcom users who subscribe to the plan will be given one NFT on a weekly basis, as part of the brand's GFT Exchange feature. The AR service LearnX seeks to help improve children's vocabulary with AR, while InvadARsX is an AR spaceship defender game that allows players to feel as if they are part of the game within the comfort of their homes.

Other AR services include a World League Live Soccer, which is a social fan engagement platform that connects social media fans worldwide with the soccer clubs and stars they admire, focusing on the mobile-first generation.

According to Celcom, as Malaysia accelerates the adoption of the 4IR technology and with the upcoming 5G rollout, both parties will continue to add fresher and more content every month, ensuring greater value and better digital consumer satisfaction.

T. Kugan, chief emerging business officer of Celcom, said the metaverse is seen as game-changing virtual space that is poised to transform the way we play, learn and socialise. "We are enthusiastic about the potential of the AR experience through this partnership and how it will influence various fields such as education, entertainment and commerce. We are confident that Celcom’s latest initiative will empower Malaysians with digital knowledge and skillsets to help them discover the vast potentials of AR within the metaverse," he added. According to him, the partnership complements Celcom's commitment to promoting innovation and technological advancements for exceptional consumer experiences.

“Nonvoice is delighted to partner with Celcom Axiata to bring the Nonvoice Metaverse to Malaysia. We are excited to see how consumers are surprised and delighted by the new AR apps and services and games that they can play in their phones,” said Simon Buckingham, CEO of Nonvoice said.

Nonvoice is a 5G app agency with partnerships that include mobile network operators, device and hardware vendors, and various industry-leading brands. According to the agency, it operates with a global network of agents who are entrenched in their markets and fields, and a network of investors who can help app developers with access to funds to back their ideas. Nonvoice has worked with brands such as Venio, Kol Master, and Statement Games.

Meanwhile, Celcom recently appointed Halim Shafie as its interim chairman in June, following the resignation of Izzaddin Idris as Axiata Group's president and group CEO, as well as Celcom's chairman. Halim was previously the independent non-executive director of Axiata Group, and served in many government agencies such as the Ministry of Education, Malaysian Administrative Modernisation and Management Planning Unit, and the National Institute of Public Administration.

Separately, in March this year, Celcom and Huawei Malaysia teamed up to develop an innovative Digital Service Experience Centre, based on Huawei’s customer experience management, geolocation, and analytics platform. Constructed to visualise an interactive workspace through high-level technical cooperation and daily operations, the new experience centre also features improved network experience, strengthen marketing insight capabilities, and enhance personnel capabilities to accelerate digital transformation. As part of the partnership, Huawei rendered its support and resources to deliver the centre and provide consultants with the potential of the platform. Additionally, it supported Celcom's drive in delivering a consistent digital experience for all Malaysians.

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