Virtual worlds and employer branding: A success story of BASF and ZREALITY

In an increasingly digitalized world, BASF is leading the way and using innovative technologies to actively shape the working world of the future. Through a strategic partnership with ZREALITY, BASF has recognized the potential of the metaverse and is successfully using it to strengthen its employer branding and create an attractive, modern workplace. Together, BASF and ZREALITY have developed virtual worlds that connect employees worldwide, promote team spirit through gamification and interactive experiences, and overcome geographical barriers while saving costs.

In addition, BASF is working with ZREALITY to develop a wide range of applications, such as virtual product presentations, immersive training and the integration of AI assistants that can act as 24/7 advisors. These technologies make it possible to offer customers innovative experiences while optimizing operational processes.

5-HT Chemistry & Health talks to Tobias Breuer, KDC Mixed Reality Manager / Workspace Experience & Foresight at BASF, and Adrian Dietrich, Head of Sales at ZREALITY, about the current projects of this innovative collaboration, which has been running successfully for many years and was initiated by 5-HT.

f.l.t.r.: Adrian Dietrich ZREALITY, Tobias Breuer and Claudia Mekelburg BASF at the GAMESCOM

Increased efficiency through virtual training modules

One notable success of this collaboration is the development of a virtual training module for security and operational protocols. This innovation has rethought a previously time-consuming and costly process. Previously requiring eight-hour on-site theory sessions, employees can now complete this training conveniently alongside their regular duties. “This flexibility has not only increased training efficiency, but also offers the opportunity to save costs,” explains Adrian Dietrich, Head of Sales at ZREALITY. The result: increased efficiency and an improved learning experience that is tailored to the individual needs of employees.

Gaming and eSports as innovative approaches to recruiting talent

BASF has also recognized that recruiting young talent requires new, creative approaches. Therefore, the company has launched a gaming and eSports initiative #basfgaming, including the creation of eSports teams and participation in Gamescom, one of the largest gaming fairs worldwide. This initiative, supported by the expertise of ZREALITY, has positioned BASF as an innovative and attractive employer in the tech-savvy gaming community.

“With our involvement in eSports, we want to make BASF known to young, tech-savvy talents,” explains Tobias Breuer, KDC Mixed Reality Manager at BASF. By developing a unique 3D experience on the Grids platform, ZREALITY has helped BASF to present different professional fields and products in a playful way. This engagement enables BASF to position itself in a dynamic and fast-growing market segment and reach young talent that might otherwise not have been reached.

BASF / ZREALITY Screenshot

A strong partnership that creates innovative solutions

The connection between BASF and ZREALITY was established in 2018 by Dr. Frank Funke of 5-HT Chemistry & Health. Dr. Funke emphasizes the importance of such connections: “It is essential to connect startups and established companies to foster innovation together. Startups bring fresh ideas and agility, while corporates have the resources and market knowledge to successfully implement these ideas. This synergy is the key to sustainable growth and progress.”

The partnership began with a pilot project and has since developed into a strategic alliance comprising over 20 ongoing projects. “We have evolved from the pilot phase to full implementation and are working on numerous innovative projects that bring significant added value to both companies,” says Tobias Breuer. Since the end of 2023, Alexander Neuberger, BASF Product Owner Grids, has been strategically developing the use of the platform and new use cases.

Training solution honored with “Immersive Learning Award 2024”

An outstanding example of the success of this partnership is the award-winning training solution, which was recently presented with the “Immersive Learning Award 2024” at LEARNTEC, Europe's leading congress for digital learning. The solution enables employees to explore virtual worlds as avatars and learn seminar content in a fun way. These interactive learning methods not only offer flexibility, but also increase employees' motivation and enjoyment of learning.

Photo: Messe Karlsruhe/ Jürgen Rösner

External examples of virtual product presentations and the Grids platform

ZREALITY's Grids platform not only offers solutions for internal learning and team building, but also extensive possibilities for external applications, such as product presentations and the creation of virtual product worlds. In the industrial sector, such platforms are used to present complex plants and systems in a virtual environment, offering customers and partners an immersive opportunity to experience products before they are even built. BASF already uses virtual duplicates in training to familiarize new trainees with plants and processes.

There are also applications for virtual showrooms in the automotive industry that allow potential buyers to explore new vehicle models in an interactive 3D environment, creating a unique customer experience. The Grids platform opens up similar potential for BASF. BASF could create virtual product worlds that enable customers to better understand products.

AI assistants as 24/7 advisors in the virtual world

In addition to the existing application possibilities, the integration of AI assistants offers a new dimension of interactivity and support in the virtual world. These assistants can act as advisors around the clock, guiding users through the virtual environments and helping them find the information and products they need. For BASF, this means that customers and prospects will always have access to an interactive, personalized service that helps them find the right products and solutions for their specific needs. BASF is working on such projects under the leadership of Alexander Neuberger.

“With AI assistants, we can ensure a constant presence in our virtual worlds and offer our customers and employees an even deeper, customized experience,” says Adrian Dietrich. “This technology significantly expands the possible uses of the Grids platform and offers a unique opportunity to strengthen customer loyalty and further establish the BASF brand.”

Shaping the future of the world of work

The success story of BASF and ZREALITY is an impressive demonstration of how digital innovation and strong partnerships can shape the future of work. By combining advanced technology and creative approaches, both companies have proven that they are not only at the cutting edge of technology, but also ready to actively tackle the challenges of the future and take their employees with them on this journey.

The partnership between BASF and ZREALITY is a prime example of how established companies and innovative startups can work together to bring about transformative change. This success is not only a win-win for the two companies, but also an inspiring model for others looking to write their own success story in the digital age.

We at 5-HT Chemistry & Health are excited to see where the journey takes us next and congratulate ZREALITY and BASF on their successful collaboration.

Are you also looking for new impulses and digital innovations for your company? Then contact us at kontakt@5-ht.com and shape the future together with us!