Fortnite - a computer game that allows people to take part in social events in a 3D simulation - shows just how powerful a digital parallel universe can become. 12.3 million players gathered in virtual space in April 2020 when rapper Travis Scott gave a digital concert with an avatar. A digital parallel universe could become similarly important for industry and business. "We are pursuing the vision of the Iguverse, a virtual space in which not only all of our products can be experienced as digital twins," says Igus CEO Frank Blase. "In the Iguversum, customers from all over the world will have the opportunity to develop machines, systems and vehicles together with engineers and project managers and to immerse themselves in projects and applications - saving time and money."

"Customers are up to nine times more likely to remember experiences in virtual reality"

Sales in virtual space: visitors to the IAA Transportation 2022 trade fair in Hanover got a taste of this. At the Igus stand, they were able to put on virtual reality goggles and take a first look at the beginnings of the Igus Metaverse together with employees. In future, they will be able to view 3D models of products such as energy chains from all sides in a 360-degree panoramic view. They will be able to experience the Igus infrastructure, such as the 3,800 square meter test laboratory in Cologne, or immerse themselves in applications in which Igus components are used. These range from a plastic bicycle to a futuristic minivan with iglidur plain bearings, drylin linear guides and e-chains to an oil platform where the modular e-loop energy chain system is used. Impressions that cannot be conveyed so impressively and realistically with classic media such as catalogs, brochures and multimedia presentations, but also videos or previous 3D objects.

"With the Iguversum, we are embarking on a new way of presenting, selling and engineering," emphasizes Blase. "For many, the metaverse is still uncharted territory. We, too, want to learn and are therefore taking this path together with our customers. A path with great potential for sales in the future. For example, during customer visits, sales staff and customers could put on VR glasses and immerse themselves in the Iguverse. "Studies show: Customers are up to nine times more likely to remember experiences in virtual reality and thus understand them more quickly," says Blase.

Time-saving and low-friction engineering in virtual reality

However, digital twins of products and infrastructure are just one stage in the expansion of the Iguversum. In the future, customers, engineers and material experts will come together as avatars in the digital space and carry out entire engineering projects there. Faster and with less friction than is possible in the physical world alone. In a further stage, Igus is considering expanding the Iguversum to include a B2B platform for other manufacturers. They will then also be able to present machines and systems in the virtual space, provided they use Igus components. A megatrend, according to the US market research company Gartner.

By 2025, digital channels would already account for 80 percent of B2B sales interactions between suppliers and buyers. Igus, on the other hand, would use the B2B platform to create a growing reference database for motion plastics that can also be accessed virtually.

Selling digitally with augmented reality

Igus is also focusing on a new form of digital selling and presentation using augmented reality (AR). One example of this is the energy chain from the triflex TRX series. In the past, sales staff and customers hardly had a chance to look inside a closed sample chain. Some mechanical principles, which are particularly unique to the triflex TRX, were left to the imagination. Here, an augmented reality application reshuffles the cards. When the employee activates the software on their smartphone via a QR code on the e-chain, the application superimposes an animated virtual twin onto the product on the screen. This provides a kind of X-ray view of the mechanics inside the chain. Products in need of explanation thus become vivid and alive.