Disney is strategically expanding its XR (extended reality) footprint across multiple business segments, building an ecosystem that will transform how audiences experience their content both at home and in Disney destinations.
The company has notably begun leveraging virtual reality to enhance the Disney Cruise Line booking experience. Potential travelers can now take immersive VR walkthroughs of staterooms before making their vacation decisions, exploring real-time 3D digital twins through either desktop browsers or Meta Quest 2 headsets. This practical application of VR technology solves a genuine consumer pain point – the uncertainty of what accommodations will actually look like when booking expensive vacations. Through a partnership with spatial data company Matterport, Disney has created 21 detailed RT3D interiors, including a digital twin of the Family Beach Cabana on their private island, Castaway Cay.
Perhaps most telling of Disney’s long-term XR ambitions is their recently launched web3 accelerator program. This initiative, announced in July, specifically targets innovative technology startups working in AR, NFTs, and artificial intelligence. The selected companies – including Polygon Studios, FlickPlay, Lockerverse, Inworld, Obsess, and Red 6 – receive not just investment capital but also senior guidance, dedicated executive mentorship, and opportunities to showcase their technologies at Walt Disney Studios. The company frames this accelerator program as supporting immersive content development “over the next 100 years,” signaling an extraordinary commitment to XR as fundamental to Disney’s future.
The appointment of Mark Bozon as VP of Next Generation Storytelling Creative Experiences further solidifies Disney’s metaverse ambitions. Bozon came from Apple in June, bringing expertise in developing immersive experiences and will focus on creating metaverse content for at-home audiences. This strategic hire, combined with the accelerator program and practical VR applications, reveals a comprehensive approach to XR that spans entertainment, vacation planning, and future metaverse ecosystems.
Disney’s multifaceted XR strategy reflects a recognition that immersive technologies will transform every aspect of their business – from how stories are told to how vacations are planned and experienced. Their broader vision that will likely reshape how we experience the Disney magic for decades to come.