Narayan AmmachchiInfosys has acquired Oddity, a German digital agency, as the Indian IT services giant gears up to explore the highly lucrative metaverse market.
Stuttgart, Germany-based Oddity will soon be folded into Wongdoody, a similar digital agency that Infosys acquired in 2018.
Oddity employs around 300 digital experts and runs studios in Shanghai and Taipei, in addition to Belgrade and Cologne.
“With oddity’s digital commerce and marketing knowledge as well as its metaverse-ready set-up, it is the perfect complement to Infosys’ prowess in technological transformation,” Ravi Kumar, president of Infosys.
Most of Oddity’s customers are European omnichannel eCommerce retailers, FMCG brands, or mobility providers.
“Meeting Oddity was like meeting a long-lost twin. We share the same values and vision around the power of creativity to accelerate digital transformation for our clients while recognizing that it’s our people and culture that drive our success,” said Ben Wiener, CEO, Wongdoody.
Woogdoody has a network of studios across Seattle, Los Angeles, New York, Providence, Houston, and London, and design hubs in five cities in India.
Its roster of clients includes the likes of Amazon and numerous e-commerce companies around the world.
It seems Infosys is hoping to use Oddity’s expertise in digital commerce services while asking Wongdoody to focus on marketing.
Metaverse uses augmented reality (AR) virtual reality (VR) and blockchain, in addition to concepts from social media, to create a simulated digital environment that mimics the real world.
“The future of better human-centered marketing lies in the symbiosis of creativity and technology (data, automation, AI). This is where we see the opportunity for a unique differentiation,” says Oddity founder Frank Boegner.
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