Observed Signal · Sep 16, 2026 · Product Launch · Source: PR Newswire: Advertising & Marketing · Impact: 2/5 · Sentiment: Positive
3DGS Becomes Media Production Standard at IBC 2026
At IBC 2026, XGRIDS, a spatial intelligence company, demonstrated how 3D Gaussian Splatting (3DGS) is becoming the new standard for media production. XGRIDS showcased its spatial scanners and cameras, such as the Lixel K2 and PortalCam, which capture real-world locations and process them into 3DGS environments using the Lixel CyberColor (LCC) system. These environments can be integrated into Unreal Engine via the LCC Plugin for UE, streamlining workflows for virtual production, scene composition, and camera blocking. The workflow supports platforms like Pixotope, Aximmetry, Disguise, and nDisplay. XGRIDS highlighted real-world applications, including South Korea's SBS integrating 3DGS into live news and PortalCam winning awards at NAB 2026. The company also introduced LCC Scan, an app that enables on-device 3DGS creation on iPhones.
The article highlights a technological advancement in media production with 3DGS, which could influence advertising formats in virtual and augmented reality, but it is not directly focused on advertising technology.
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Key Takeaways & Evidence Grounding
- XGRIDS demonstrated 3D Gaussian Splatting (3DGS) workflows at IBC 2026 in Amsterdam.
- XGRIDS' PortalCam and Lixel K2 capture spatial data for 3DGS environments.
- 3DGS environments are integrated into Unreal Engine via the LCC Plugin for UE.
- South Korea's SBS adopted 3DGS and XR for live news using XGRIDS' plugin.
- PortalCam won four categories at the 2026 NAB Show Product of the Year Awards.
Ontology Mapping & Concepts
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