July 2004 – Buenos Aires, Argentina.

SIA Sistemas has launched a new technology that allows people to play 2-D, 3-D and Virtual Reality games and use their own body as the interaction device. Instead of grabbing a joystick, button or gun, a video camera captures the participant’s movements, allowing the player to hit the ball, select options from a menu or move an onscreen character (see the Coca Cola Swimming Race with Bears).

SIA-Cameraction is based on advanced algorithms that recognize images and are capable of making predictions. Thus participants can interact with their surroundings in real time, using their own body as the means of interactions.

This new development of SIA Sistemas is aimed at offering a solution to the international promotional market. This market wants more and more games, but it also demands increasingly original proposals and a final product of the finest quality. “The promotional market is growing steadily. In many product categories, the investment in BTL are surpassing those of traditional advertising, either due to budget issues, result evaluations or the need for more efficacy in the short and medium term. In such a context, promotional games are becoming more and more popular. As a result, the market is growing, but is also becoming more demanding. As global players on this market, we need to continue to develop new technologies that answer the increasingly sophisticated demands of our clients. SIA-Cameraction is one of these answers”.

Adrián Simonovich
CEO, SIA Sistemas.