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>> Playing a video game is so much more fun in my own surround gaming pod.
>> We see this, probably within the next five to ten years, as sort of a new display technology for video games.
>> Based in San Francisco, Obscura Digital is a marketing company that sees itself as revolutionizing the advertising world with its interactive and immersive technologies.
>> We like to view the company as the company that's sort of changing the face of marketing, and so using advanced video technology solutions to help our clients bring either products to market, or their services.
>> The seven-year old company got its start with these projection domes.
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>> Turn the inside of the environment into the South of France, so you could take a journey through grid computing. I mean it's sort of depends on what the client wants and what their message is. And then when people come in, they kind of get immersed in that overall environment.
>> They've been a hit at corporate events and lavish parties worldwide. For example, using a similar technology, the company wrapped New York City's Meatpacking District with video for the launch iGoogle.
>> We basically took the entire Meatpacking District in New York City and we lit up buildings ranging from two-story, little buildings all the way up to 14-story hotels and synchronized the entire neighborhood with full motion videos. A really stunning project.
>> Obscure has also branched out to explore interactive touch technology.
>> Tons of people can walk up and touch and play with - you know, manipulate data and video.
>> We can send it off the frame. How cool is this?
>> How is this working?
>> It's actually got some sensors that just sense when you touch, and then our engineers have written the application to actually kind of interface with multiple touch points.
>> It can also pull in any kind of real time data feeds, RSS feeds, Internet sites. This type of display could be sort of the hub of your digital home in the future.
>> Check out this neat, interactive display for an upcoming trade show.
>> He's doing a real time inspection of a fairly complex model, based on a translucent polygraphic touch screen that you can see, if you're looking through, you get a large-scale view of the model. And an audience can follow the big screen in the background.
>> Now that's successful marketing if you can take a dry subject like semiconductors and make it fun to play with. Around every corner in their studio, you'll find wild projects in various stages of development, like this hologram wall.
>> He's right here.
>> We can, like, scratch his head.
>> There you go.
>> You can do a virtual PowerPoint. You can navigate Google Earth, all sort of in a 3-D hologram type of environment. And that's kind of the next generation of stuff.
>> Or this motion capture screen that floats Google icons over someone's head. And check out this laser writing software.
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>> Now back to my Grand Prix video game, originally designed by R-Factor.
>> We provided them with a surround camera that actually renders five different views, so right, left, up, down, forwards. And then our software's stitching it back together in real time, and then applying it to the surface.
>> I'm Kara Tsuboi, CNET.com.
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