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ropVR, using Unreal Engine, delivered a realistic digital‑twin platform that let DAMAC Properties boost revenue from $40 million to $400 million and lift customer engagement by up to 400 %. The solution turned static brochures into interactive, real‑time walkthroughs of master‑planned communities, skyscrapers, and branded residences, enabling buyers worldwide to explore projects remotely with confidence.

    PropVR pioneers large‑scale, photorealistic city twins—Dubai, Abu Dhabi, Riyadh—by combining 2D maps, GIS data, and street‑view imagery. Their procedural workflow converts urban landscapes into immersive 3D models in days, not months, offering planners, infrastructure teams, and tourism boards a long‑term planning tool. For real‑estate developers, the twin gives a personal, immersive preview of future homes or offices, giving developers a competitive edge by engaging prospects deeper during sales.

    **How the partnership worked**

    Sunder Jagannathan, PropVR’s co‑founder and CEO, explained that a digital twin is a dynamic, data‑driven replica that merges physical assets with real‑time data streams—IoT sensors, GIS layers, AI analytics—to provide actionable insights. PropVR’s pipeline lets clients build and deploy high‑fidelity environments quickly across VR, AR, web, and touchscreen platforms.

    For DAMAC, the twin featured:

    - Interactive 3D navigation from masterplan to interior

    - AI‑powered MetaHuman sales avatars for guided tours

    - Customizable interiors and floor plans

    - Real‑time sales tracking linked to DAMAC’s CRM

    - Potential for live construction updates and inventory management

    The Unreal Engine foundation offered cinematic visuals, realistic lighting, and cross‑platform scalability, while PropVR’s custom pipelines accelerated asset creation and deployment.

    **Creation process (condensed)**

    1. **Data collection** – CAD drawings, drone footage, mood boards.

    2. **3D modeling** – Detailed interiors and exteriors.

    3. **Environment building** – Integration into Unreal with materials, lighting, and interactivity.

    4. **Feature development** – Camera points, guided tours, UI/UX layers, dashboards.

    5. **Deployment** – Optimized for VR, AR, web, touchscreen, and high‑end devices.

    6. **Testing** – Performance and compatibility checks.

    7. **Delivery** – Standalone app, browser experience, VR/MR app, or streaming solution.

    **Impact on sales and marketing**

    DAMAC reported a jump from $24 million to over $400 million in sales, attributing the growth to the immersive experience. Engagement rose by more than 400 % across channels. Sales teams closed deals faster and built stronger client relationships thanks to the interactive presentations.

    **Experience options**

    - Touchscreen sales galleries

    - Pixel streaming with video call

    - Browser‑based interactive platform

    - VR/MR demos for investors

    - LED walls and experience centers

    - Holographic displays for events

    Buyers and agents typically use web and touchscreen, while investors and government stakeholders prefer VR and immersive formats.

    **Stakeholder reception**

    Prospective tenants praised the ability to explore projects remotely, select units, view balcony options, and customize interiors, which increased decision‑making confidence. The platform adapts to:

    - Buyers: unit selection, interior design, amenities

    - Investors: development phases, ROI modeling, construction progress

    - Authorities: compliance checks, infrastructure planning, masterplan visualization

    **Key learnings**

    Interactive storytelling transforms buyer engagement; ease of content updates is essential so marketing and sales teams can manage inventory, pricing, and availability without technical help.

    **Future outlook**

    Digital twins will evolve into living ecosystems that fuse real‑time data, AI insights, and immersive experiences. Over the next five years, they will drive smart building operations, sustainability, energy management, predictive maintenance, and urban planning. Advances in AI, procedural generation, and automation will make twin creation faster, cheaper, and accessible to more industries.

    **Company snapshots**

    - **DAMAC Properties** – UAE’s leading developer with projects in Dubai, Riyadh, Toronto, London, and Miami; delivered 48,000 homes, with 50,000 underway.

    - **PropVR** – Dubai‑based immersive 3D visualization and VR firm offering digital twin solutions for virtual sales, masterplan visualization, and smart‑city monitoring.