Brands communications agency Fuel has literally added a new dimension to the business with the acquisition of immersive technology company One Polygon.
The deal sees One Polygon’s managing director Vicktor Brelsford join the agency to head up its new Fuel Immersive brand which aims to rapidly grow its share of what is already an estimated £1billion market in the UK - covering virtual reality (VR), augmented reality (AR), mixed reality (MR) and 360 degree creative.
Both ventures started life in the University of Plymouth’s award-winning Formation Zone incubation facility and have closely collaborated on projects for clients in the e-commerce, property, education, health and hospitality sectors.
The deal also sees both companies move from two offices in Plymouth into a new larger premises at The Crescent at the end of November 2019.
Fuel which also has satellite offices in Bristol and London, was previously based at Crownhill Fort, while One Polygon was in Mutley Plain.
Martyn King, managing director at Fuel, said: “The challenge for brands is how they can stand out and command attention in a crowded marketplace. Immersive can play a big part in gaining competitive advantage so naturally we want our present and future clients to be part of it.”
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Mr Brelsford, said: “I’m delighted to officially join Fuel to lead on immersive. They fully recognise the potential of immersive creativity and technology and we have an ambitious plan to scale up over the coming years - particularly with 5G and new tech coming into play which will enable more organisations to benefit.”
One Polygone was founded in 2016 by Mr Brelsford and has grown to become an immersive partner across a range of sectors working with the likes of Kamadoe Joe, Signature Lodge and the University of Plymouth.
It has worked on stunning immersive technology which allowed people to virtually roam about on a luxury yacht, inside a posh house, or even in the Atacama desert.
That latter project was in partnership with the University of Plymouth where it created a VR archaeology programme which allowed users to hunt for artefacts in the sands of South America’s desolate Atacama.
It also created an immersive experience for deaf people, and an immersive history of Dartmoor.
According to an Immerse UK report, there are about 1,000 immersive specialist companies in the UK employing 4,500 people, potentially representing as much as 9% of the global market share. The UK market was set to reach £1billion the end of 2018.
Fuel started in 2008 and has grown to establish itself as one of the leading agencies in the South West.
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It has worked with national and regional clients including HSBC, the University of Plymouth, law firm Foot Anstey and City College Plymouth. It is a Google Partner accredited agency.
Business development director Steve Gyseman said: “We’re very excited to welcome Vicktor to Fuel and launch our immersive capability.
“This acquisition follows the introduction of our online sales and affiliate marketing offer in 2017 which has made a significant contribution to the 67% revenue growth we have experienced over the past two years.”
