Gaming wars: Augmented reality vs. virtual reality

Technology is growing and dynamically changing rapidly; particularly in the gaming industry, more things are possible today in contrast to during the 90s no matter how best we tried to make it happen. Flash forward today, some of the most creative inventions are emerging to the frontline of the technology industry through Augmented Reality (AR) and Virtual Reality (VR). Even though my interest lies in B2B solutions, we really can’t ignore the gaming industry and what the future holds for gaming consumers.

Augmented and virtual reality both have one thing in common. They both have the unimaginable ability to alter our perception of the physical world. Where they differ, however, is the perception of our presence. What I mean by that is, when it comes to gaming, Virtual Reality overrules Augmented Reality. Even though the latter is more successful than the former in the commercial industry.

When I was a kid, one of my favorite game was Commandos: Behind Enemy Lines. Remember the game? Let us discuss a simple scenario based on that game in a AR/VR setting. You’re a soldier and you are required to make it across a military designated island base, further into enemy lines to retrieve some information. The developer can not only create the entire island to a specification but also add hindrances and obstacles along the way, for examples, exploding barrels, vehicles that are subject to bullet damage and explode, anything you can basically think of.

However, in augmented reality all that level of control is gone, poof! Take that game developed for instance, and immerse it in AR, as you play you constantly have to be mindful not to knock thongs down or hit actual walls of your rooms. This without a doubt is a bummer, one would have to design a real physical world, maybe outside for them to incorporate a game like this one, but then you will need huge amounts of space to play role playing games and military campaign games. That‘ll probably suck!

AR is good for plenty, but just not traditional games

That fact that control of the environment had been removed, puts augmented reality in a disadvantage. Sure you can talk to people on social media while taking a walk in the mornings or evenings down the street, that’s 100% okay, innovative and super but in gaming, AR just got a zero score. Games and stories pretty much require control and AR cannot afford it (yet). No one like revolving about the same spot 10-15 times in different games – unless you are a Pokemon fan who like to stay in one place all day long.

In games where you require a lot of creativity like strategy games then AR would cruise through without much value added, just not the traditional story based games. Another example of a great use of augmented reality: a visual task that doesn’t really need to progress or change as you use it.

Remember all the startup ideas you heard about skill sharing? Maybe it’s time to step up the game. One case could be people building PCs, AR provides the opportunity for tutors and tech-savvy individuals to share info about where which piece will go into a certain slot, or plumbing services how to fix the sink pipes. To add another example, you could teach someone how to play piano better by projecting onto the keys how to make that wonderful note like the famous Beethoven. In many fields, except gaming that is, this tech could quite literally transform everything.


To whoever will win this argument in the future, the answer could probably be based on one’s perception. But in the near future, VR will probably become the most dominant form of gaming, because simply the technology developing it is highly advanced than AR. However, as AR mechanics are improved, remember they are much younger than VR, in the coming years, we will likely see more successes. Indeed there could be room for both in the near future.

This blog post originally appeared on LinkedIn.

The Mobile Industry Evolving

Not so long ago, mobile phones were the platform of the future. Back in 2004, Nokia was the reigning market leader in terms of sold units, the iPhone did not exist and media messaging and cameras on phones were exciting capabilities. It’s fascinating how much the market has changed in recent years and advanced systematically.

Of late, there’s been a lot of talk about virtual reality, and micro gaming industry (casino and betting) have fished opportunities by launching various prototypes like the VR Roulette. Since VR technology allows for the immersive experience it became a sensation quick. Various headsets are available for purchase, and consumers will “terraform” the market.

Much similar to the mobile industry, segmentation of immersive reality will take place determined by the wants and needs of different consumers. E.g. hardcore gamers will be likely to embrace the Oculus Rift, a VR headset, to provide the most stunning and powerful 3D experience. On the flipside, powerful hardware is needed to run the headset, moreover, it has to be tethered to a PC. This is not appealing.

For the casual game player, the Samsung Gear, is more suitable and is cable free but only exclusively compatible with the Samsung phone, therefore it is limiting. Without a doubt, it is a diabolical ploy to get people to upgrade their phones or purchase the company’s phones.

From the development and content perspective, understand which devices will appeal to certain gamers is very critical, making it is essential to develop content relevant and applicable, capable of harnessing the power of the device fully.

Many companies are still toddlers in immersive reality, but not for long since the market is quickly gaining momentum and customer engagement is becoming more familiar, making content targeting possible and easier.

Another exciting technology, with the power to cause some tremors up, is augmented reality or AR. Most will be bewildered to know that the AR concept has been around longer even over a century, in 1901 the author L. Frank Baum spoke of the idea of an electronic display/spectacles that superimposes images onto real life. Only recently has it made advancements.

Consumer products research teams have been utilizing AR for sales purposes, to display these products to prospective clients. For example, a cabinet sales representative can’t bring a 6ft, heavy cabinet to a client’s office boardroom for a sales meeting, instead AR is used to showcase the product in 3D, what better way to showcase the product? Also, soft-drink companies like Coca-Cola use AR when selling to retailers.

Augmented reality has the potential to enhance the world we live in massively. But like many technologies, it has to become ubiquitously available for everyone, before it can be appointed on platforms like online gaming. When this becomes evident happen, AR will have the potential to deliver a richer gaming experience but it’s an exciting prospect.

When you combine AR and VR together, remarkable creations come to life, the Microsoft HoloLens, a device cleverly combining augmented reality (AR) and virtual reality (VR) with the real world, a triple bonanza of some sort. The headset is of high quality and impressive resolution. Moreover, it’s fully wireless no wired connections to a PC is required.

However, challenges, such as loss of privacy, are emerging but this technology is exhilarating. Imagine a future where you person go about your daily activities, like taking the bus and going to the retail store, but not physically but through a set of unique glasses, all your entire experience heightened by adverts, games, communication, etc.

What’s become conspicuous in these few years is that we are no longer talking about the mobile platform as just the latest device. Wearables devices like the HUDs and HWDs are now extending their grasp on the mobile platform, and they possess the ability to greatly influence the communications industry.

Whether it is AR or VR, or something revolutionary to be discovered, new technologies are often dynamic and advancing. Therefore mass adoption is key, as we have observed with the mobile industry, and consumers will ultimately dictate the success of these potentials. With futuristic headsets on sale to the public, it’s just a matter of time before they go mainstream.

Virtual Reality in Healthcare

A good number of people are familiar with the term ‘virtual reality’ but are not really informed about its uses. Gaming is what often comes to mind when virtual reality application as is discussed, but there is a whole platform of uses for virtual reality. Some of which are more challenging and/or unusual than others.

VR provides many more uses than first realized that range from academic and research through to engineering, design, business, the arts, and entertainment.

However, virtual reality produces a set of data which is then used to develop new models, communication, interaction and training methods irrespective of its use. In many ways, VR has endless possibilities.

The only stumbling blocks being costs, time coupled with technological limitations. Virtual reality systems are usually expensive and consume time in developing it. Plus there are ergonomics-related issues, specifically the need to designing user-friendly systems and systems unlikely to cause problems e.g. motion sickness.

But if these problems are countered, then there is an exciting, highly possible future for virtual reality.

Virtual Reality in Healthcare

Healthcare is one of the huge adopters of virtual reality, which entails surgery simulation, robotic surgery, phobia treatment, and skills training.

An advantage of this technology is that healthcare professionals are given the opportunity to learn new skills as well as refresh their existing ones in a safe environment. Moreover, it allows this without risking or causing harm to the patients.

  • Human simulation software


A good example of a simulation software is the HumanSim system which enables medical practitioners like doctors, nurses and other medical personnel to interact with their fellow counterparts in an interactive environment. There they can engage in training scenarios or drills in which they have to interact with a patient within a 3D environment. Surgeons can also project 3-D images of various organs in a bid to aid in locating the root problem. This is an immersive experience which aims to measure the participants’ emotions through a series of sensors.

  • Virtual reality diagnostics


Virtual reality has often been used as a diagnostic tool enabling doctors to arrive at a diagnosis in conjunction with other tools such as MRI scans. This overrules the need for invasive procedures or surgery, which may uncomfortable or detrimental to the patient.

  • Virtual robotic surgery


VR is gaining popularity in advanced robotics and particularly in robotic surgery. This is basically surgery performed by use of a robotic device, controlled by a surgeon, which often reduces time and complication risks.

Virtual reality has been also been employed in training and, in the field of remote telesurgery (surgery being performed by the surgeon at a separate location from the patient).

The main characteristic of this form is force feedback as the surgeon should be able to gauge the pressure amount required to use when performing a certain delicate procedure. But an issue has emerged of time delay or latency which is a serious concern in addition to being consequential. Any delay even a fraction of a second to the surgeon feels abnormal and may interrupt the procedure.

Robotic surgery and other issues relating to virtual reality and medicine can be found in the virtual reality and healthcare section. This section contains a list of individual articles which discuss virtual reality in surgery etc.

More Examples of VR use in Healthcare include;

  1. In Medicine
  2. Applications in dentistry
  3. Provides a platform for nursing and hospital care
  4. In specialized surgery, like eye surgery, brain surgery or neurosurgery
  5. Virtual reality uses in therapies
  6. Treatment of individual phobias i.e. arachnophobia and claustrophobia. Patients diagnosed with phobias can use VR to their advantage in managing these phobias on their own at their own pace.
  7. Post-Traumatic Stress Disorder (PTSD) treatment for patients experiencing such.
  8. In treatment for autism
  9. In health related issues like metabolism, VR can also be applied
  10. Virtual reality for the disabled, where they are taught how to cope up with the situation in the real world through a VR-type simulation, examples include voice activated software and virtual worlds have been developed with the objective of helping disabled persons adjust to the actual world by navigating themselves in the virtual world.

Inspirational Challenges from Maersk

Guest blog from our partner, Maersk, who are making Startup Weekend Copenhagen Virtual and Augmented Reality possible. Maersk will join us throughout the weekend. Saturday as mentors and Sunday as Jury.

Together with Maersk @maerskstartups we have identified some pains and problem, that they think we can work on together with either a VR or AR solution.

Maersk is the largest container shipping company in the world. With hundreds of ships and tens of thousands of containers moving around everyday we have equipment, people, and countries sailing with us in very extreme environments. To do this, we need to always look at how to be smarter in running our business.

First, do you wear Nike shoes? If so, they probably came to you in a Maersk container. We feed, clothe, and create business for millions of people around the world ‘simply’ by moving around boxes. The problem? Moving boxes isn’t that simple after all. It can be dangerous, it is expensive, and a lot of people are relying on us.

Second, was your home warm this morning? If so, it’s possible that your energy came from gas produced in the Danish North Sea from Maersk Energy’s operations. We know it’s dangerous work, and we know that any mistake can have a huge environmental impact. That’s why safety for people and the environment are always our biggest priority. Here are some ways you can help us be safer and more efficient in our operations:

Increasing automation and remote control of our ships, ports, rigs, and platforms increases the need to control interfaces and display of information. How can AR and VR be used as an interface to control large machines in the middle of the ocean?

Maintenance means downtime, and downtime is costly, but it’s also expensive and a safety risk to send specialists out to sea by ship or helicopter. How can we get the best eyes and brains on our assets without putting bodies out there?

We want less people exposed to dangerous places. How can AR and VR enable training both onshore and offshore, on-demand, if or when it becomes relevant?

Data is heavy. How can we use AR and VR to evolve the Maersk business knowing that connectivity offshore is not reliable but to use AR and VR we need to transfer data?

Data is complicated. How can AR and VR help us visualize data in a new way to make better decisions?


We are hoping to inspire each other with real problem and great solutions. We are not just in for the weekend, but for the long haul, so hopefully this will be the the first step for us to discover the potential for the future.

Augmented Reality: The Basics

What is Augmented Reality?

Most often we are synonymous with Virtual Reality, but there is another new kid on the block, called Augmented Reality or AR.

Whereas virtual reality immerses you in a ‘virtual’ world that exists only in the digital realm, augmented reality does the opposite, it takes the real world of the present projecting digital imagery and sound into it.

Augmented reality these days is much more sophisticated than before, there are interactive and spatially aware implementation of the concept where digital objects such as 3D models or video are outlined onto our physical view of reality as if they were really there.

How Does Augmented Reality (AR) Work?

The type of augmented reality one is most likely to encounter adopt a range of sensors (including a camera), certain computer components and a display device, much like a projector to create the illusion of virtual objects in the real world.

With the boom in smartphone popularity, which have all the necessary components, they have been the platform for most commercial augmented reality applications.

Basically, the device looks for a particular target. This can be anything, but usually, it’s just a 2D image printed on paper like a movie or music poster. Then through the camera, the augmented reality application recognizes the target and processes the image and augments it with pictures and sound. For example, you may see the poster spring to life and play a trailer for the film.

By using smart algorithms and other sensors the device can keep the augmented elements coordinate with the image of the real world.

Using a smartphone or tablet computer as a sort of “magic window” into the augmented world is one of the many ways we can use to relay this digital info to our eyes.

Applications of Augmented Reality

Augmented reality has a wide range of industrial applications, this, of course, is attributed to the rise of consumer smart devices and overall advanced computing technology developments. Augmented Reality now has lots of potential in the mainstream consumer space as well.

The two areas having the most of commercial development or influence in augmented reality are education and gaming.

In Gaming, two major mainstream video game consoles, X-box and PlayStation, have embraced and formulated augmented reality capabilities for their last two console generations.

Augmented reality mobile games are not so rare, they can be found on smartphones, tablets and handheld consoles like PlayStation Vita and Nintendo 3DS.

The potential of augmented reality (AR) in education is being implemented in fields such as medicine where students can benefit from live 3D models. It employs the use of existing learning material (such as cardboards) as targets for augmented reality to project an in-depth image.

In medical practice augmented reality can project information directly onto the body of a patient. For example, the Veinviewer system creates the impression of a transparent skin by projecting real-time images of infrared vein scans directly onto the patient’s skin.

Military use of AR are also quite clear, soldiers wearing heads-up displays (HUDs) can see information tagged onto real world objects. Orders, radar information or any other relevant sensor data from devices on the network can be relayed. Enemy and friendly positions are significant in strategy. Augmented reality without a doubt has a bright future in military applications.

Mobile smartphones, especially the Apple brand, iPhone use augmented reality apps that allow you to observe these CGIs (computer generated images) superimposed over real world images.

In marketing and advertising augmented reality has been used as a tool for enhancing certain aspects of a product to make it more attractive and appealing to the customer which will certainly boost sales.


Augmented reality is likely to wiggle its way into our day to day lives frequently in the 21st Century much like Virtual Reality did in the late 20th Century, influencing various industries. Once wearable and integrating computers become more common it won’t be queer seeing people interacting with and reacting to things that seemingly aren’t there from your perspective.

Thanks to advancement in technologies such as augmented reality the way we interact with computing devices and think about the chasm between analogue/physical and digital/virtual reality is likely to change fundamentally.

The future of industries with Virtual and Augmented Reality

Augmented reality (AR) technology allows computer-generated data or imagery to overlay or superimposes physical objects in real time. It equips users with the information needed to perform tasks in the real world. AR works in conjunction with displays, sensors, and installed electronic components. An example of this technology is smart glasses, such as the R-7 created by the Osterhout Design Group that has some functions among them the ability of surgeons to examine “X-ray” images from many angles, viewing patient’s bones and many other organs in great detail. 

Virtual reality (VR) on the other hand, provides users access to a fully immersive virtual world where they interact with objects similar to those in the real world. VR technology works on components such as sensors,  hand movements and gesture recognition, and embedded electronic components. Examples of a VR products on the market today allow users to turn a simple smartphone into a VR hardware.

Rising growth in these two areas is proportionally tied to two major factors: consumer interest and adoption of technology. Many giant corporations have not wasted time recognizing AR and VR technology’s potential. Microsoft Corporation, Samsung Electronics, and Oculus VR are some companies developing head-mounted displays (HMDs) currently. In addition, giant media companies such as NBC Universal and 20th  Century Fox are both experimenting with new formats of media, ultimately producing VR titles.

Future Applications & Uses

A broad range of industries will soon be influenced by advancements in technology, leading to the potential use of AR and VR. Such industries include entertainment and consumer goods, defense and aerospace, commercial, health and medical.

Consumer Goods & Entertainment

Need for augmented and virtual reality is endless in this branch. Not only just in video games, which is usually the first thing that comes to mind when picturing VR, but also in sectors such as sports, and entertainment applications. Imagine the potential for VR to enable users to follow the baseball at a game, get the front row experience to a concert, perhaps a trip to the Grand Canyon or the Himalayas, all from the comfort of your home. The uses for these technologies will definitely open up new ways to make a purchase and experience entertainment.

Aerospace & Defense

AR and VR also play a crucial role in the defense sector. AR displays can provide combat pilots with crucial parameters such as speed, altitude, direction and orientation and with soldiers detailed checkpoints, enemy positions, x-ray of a building before engaging with markers as well, and even weapon information. Similarly, VR can be used for training and combat scenarios that enable trainees to react to real-life situations.


The commercial sector can be broken down into tourism, e-learning, and e-commerce and digital marketing. VR can create virtual environments that demonstrate the products for promotion and/or branding, basically immersing consumers into the products themselves, could be a car, boat, a sofa, bed e.t.c. In addition, AR can sell products in a whole new way, such as helping women see how certain clothes will look on their body without having to try it on.

Medicine and Healthcare

Perhaps the most important are the potential use of AR and VR in the medicine and healthcare. Important and practical applications involve helping doctors conduct surgeries effectively, and teaching complex subjects like Neurology and Genetics to medical students and interns. VR is used in the treatment of pain and therapy for depression, and phobia. With progress, all healthcare applications will incorporate AR and VR.

Challenges Facing Augmented Reality and Virtual Reality

As with most breakthrough technologies, AR and VR still have hurdles to overcome. Many consumers still don’t understand AR and by default view it as an end to personal privacy. The applications themselves are designed for single-purpose use, they cannot be used for multiple purposes, this fact potentially limits users. VR has not completely gone wireless, requiring cables and accessories, making their use not as desirable as mobile phones when they were created.

Another shortcoming is potential health risks and side effects. VR has been known to have a display-related issues that cause effects such as nausea, irritation, and other problems. Similarly, potential AR health risks or medically associated problems caused by the Google glass device are still unknown.

Eventually, these industries will bend to the will of advanced technology and AR and VR will become common.

Architectural Revolution with Augmented and Virtual Reality

There is a lot of buzz around virtual reality (VR) gaming lately. Recently Sony entered VR market with lunching a PlayStation VR headset and competing against HTC Vive and Oculus.

At Startup Weekend Copenhagen team, we really want to explore possibilities of building a VR case withing business to business (B2B) set up. Since new software and hardware platforms are coming up, that will allow immersive environment integration along with motion training and capture through computers. Therefore VR can be much more than just gaming.

Since architecture plays a big part in Copenhagen, a thought of combining architectural design and VR world is very interesting This allows designers to envision and virtually immerse into 3-D dimensional conditions where they can design with intuitive hand corresponding with body motions.

First, new interfaces and custom workflows are to be created. The traditional keyboard and mouse needs take a back seat in the design process and second, these platforms for augmented reality (AR) or virtual reality (VR) to take their place, in the designer’s hands.

VR is advancing and it can be easy to imagine architectural practice following the trend as well. However, when combining architectural drawings process with 3D immersive environments with using our hands to design, is a bit harder to envision. Developing advanced software solution (or could be something else) for  “visualized drawing” through creating links between visualization and simulation is essential.

I believe this will trigger a paradigm shift in comprehending scale drawing, and within an immersive spatial condition. Move over 3D modeling can be utilized well. This means that designers will look at their 3D models not merely as visuals, but rather as fully aware, visualized construction.

How does this have a big benefit? In this way, it allows drawing (modeling) to become closely correlated with making itself. To give you an example what I mean by that – a drawn line no longer is merely a depiction of a surface; rather, it is the surface itself. So if you think about it, this new “feature” moves drawing way beyond the definition and representation of space that has been in use by architects from the Renaissance periods through the 20th century.

New Workflows for the Design Process

Virtual Environments

For space immersive simulation to be executed practically, architects can combine existing hardware and software stages. Utilizing head-mounted displays (HMDs) it is possible to construct a situation for the designer to exploit “full scale” designs. At the desktop application level, it is necessary to the adoption of designers to easily integrate into the virtual context without bringing forward new software workflows. Both of which offer the designer the power to translate 3D geometry with surface textural maps (see the video above)

Photorealistic VR and Augmented Conditions

I imagined while using VR solution of this kind, there would be a blank canvas you would be using for drawings and modeling. I could assume that the preference is to work on a project in a photorealistic rendering made possible by VR.

Using various augmented reality applications as well, together with smartphone sensors, geolocation of projects in the design software and “publishing” to the correct place is made possible, which is viewed with the augmented reality software.

What Does the Future Hold?

Several VR and AR technologies have been leveraged for application in design and construction processes on selective office projects. Using the building information model of the project, one not only coordinates building design and the systems but also share with the client a deeper comprehension of the project through the use of VR and AR technologies available.

If you have a further interest of VR in architecture, I would recommend watching a TEDx talk by Gunita Kulikovska. She is also pointing out an issue between clients and architects.


While this technology successfully immerses the user in the virtual environment, the user, however, is left incapable of interacting with the physical environment itself.

Another challenge involving incorporation of these technologies into a consistent workflow, is a lack of native support for the hardware across the multiple design platforms that are currently in use. So far these products are platform specific, protocols have to be custom designed for each use of the device. What I mean by that and if you have tried VR before is, for example, each hand gestures  are not set as default (or being recognized),  they have to be created.

These challenges (and probably many more) sure stick out, however, they will be addressed with constant improvements within VR an AR. I’m starting to questioning if we even want to solve the feeling of being incapable of interacting with physical space?

This blog post originally appeared on LinkedIn.

Ready for Global Entrepreneurship Week 2016?

Startup Weekend Copenhagen will be back

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We are looking for great people who want to be part of the journey with Startup Weekend in Copenhagen; people who believe in the community and the idea of paying back or forwards. You have a keen interest in startups and want to help future startups take off, connect with fellow entrepreneurs and give attendees a great weekend experience.

In Fall of 2016, we will add another amazing chapter to the Startup Weekend Book of Copenhagen.

As a person, you are:

  • A quick learner.
  • Open for new concepts and ideas.
  • Committed to success.
  • A do’er more than a talker.


  • A strong do’er, ideally you have some experience with events.
  • Social media fanatic, you love being on social media and make new connections.
  • Graphic designer, mad skillz and want to show them off with a global brand, this is your playground.
  • Photographer, you got the fastest fingers and can snap pictures in no time, while you have the aim for the memorable photo.
  • Community engager, you love talking to people and you can charm your way into the hearts and minds of many.

Send us a line about why you want to join and let’s talk.

Opportunity to tackle a problem that Danske Bank is facing

On Saturday afternoon at Copenhagen Startup Weekend we will have two mentors from Danske Bank. They will be there to give a feedback on fintech ideas that attendees will work during the CPHSW weekend. Danske Bank also provided with two issues that are currently looking for a solution. This is a great opportunity to tackle a real problem that Danske Bank is facing  and potentially solve a pain on the market.

Here are two challenges from Danske Bank:

Digital advisory model

Small and medium sized enterprises (SME)  have a strong need to know their financial possibilities as to react to growth, changing business environment, challenges and opportunities. The service model of banks is moving rapidly towards digitalisation. How can we combine these two and we help clients understand their company’s business and industry risk/opportunities and thereby provide transparency about financing possibilities – purely digital?


  • Which kind of external public data is it possible to procure? How can it be extracted from e.g. pdf formats?
  • Which kind of public data would be suitable to exhibit and for what other purposes could the data be used?
  • Which kind of data do companies desire and how can it be presented in a useful manner?
  • Is it possible to indicate a score/quality/benchmark etc. based on the above?

Bankruptcy predictor

Can you predict bankruptcy or fraud based on external non-financial information and how can you present this information for benefit for suppliers, customers, banks, authorities etc.?


  • Does the ownership structure of the company distinguish information for better prediction?
  • What impact has management and boardmembers experience?
  • Can recurrence of companies working at the same address have anything to say?
  • Are certain networks of suppliers, customers, ownerships more prone to bankruptcy?

Organizer of the Danske Bank challenge is our CPHSW partner Copenhagen Fintech Innovation and Research – CFIR. For any questions related the Danske Bank challenge please contact business consultant Annine Nordestgaard Bentzen –​​

About Danske Bank

Danske Bank Group, headquartered in Copenhagen, is the largest bank in Denmark and one of the leading financial enterprises in northern Europe. We offer a full range of banking services, with an emphasis on retail banking.

Danske Bank is organised in three business units – Personal Banking, Business Banking and Corporates & Institutions – that span all of the Group’s geographical markets.

We are a reliable and dynamic partner for our clients and strive to set new standards for wholesale banking in the Nordic region. Our international presence in 13 countries means that we can be the natural gateway to the world for Nordic companies and the entry point to the Nordic markets for multinational companies.

For any questions related to Copenhagen Startup Weekend event please reach out to

CPH Startup Weekend is on social media as well. Follow us on Facebook, Twitter @cphSW and Instagram @cphsw

Follow #CPHSW hashtag on Twitter for latest SW Finance updates during the event.

Copenhagen Startup Weekend #CPHSW Team

How to make life insurance and pension services more attractive for younger audience?

For most people and especially for the younger generation, life insurance and pension is simply boring. It is high on complexity and low on interest. Most would actually rather go to the dentist than think about what happens if they get sick, die or what to do when they retire. Many have no positive relations to their pension company. They would be more excited about a new offerings from Google, Amazon or Apple than from their current provider. So the real question is how do we change that?

Nordea wants to change that. Here are some starting points to think about the issues in everyday life that you could tackle during the weekend.

  • What do the future of the life insurance and pension industry look like?
  • How can we use technology to make life insurance more relevant and easier to relate to?
  • How can we make people feel the same interest for securing their own life as securing the latest IPhone?
  • How do we disrupt ourselves?

Why should you work on this challenge you ask? Winner of Nordea challenge at Copenhagen Startup Weekend will get an invitation to participate in Nordea intensive startup week. The event will take place in Oslo, Norway in week 34. Invite-only teams with accelerator potential will be invited to participate. Participating team will receive approximately €1,500 in order to cover various expenses. The week will consist of pitch training, developing and validation of the idea and other related workshop to help you grow your startup idea. The week will end up with final pitching in from of panel of experts where Nordea representatives will decide which team will be invited to participate in the accelerator program.

Organizer of the Nordea prize is our CPHSW partner Copenhagen Fintech Innovation and Research – CFIR. For any questions related the Nordea challenge please contact business consultant Annine Nordestgaard Bentzen –​​

About Nordea:

Nordea is the largest financial services group in Northern Europe with leading positions within corporate and institutional banking as well as retail banking and private banking. It is also the leading provider of life and pensions products in the Nordic countries.

Nordea has the largest customer base of any financial services group in the Nordic region with approximately 10 million household customers and around 0.5 million corporate customers.

Nordea Liv & Pension is one of the largest life insurance companies in Denmark offering insurance and pensions saving solutions based on the best investment funds in the market. The company serves approximately 300,000 customers on the best ways saving up for retirement and choosing relevant insurances

For any questions related to Copenhagen Startup Weekend event please reach out to

CPH Startup Weekend is on social media as well. Follow us on Facebook, Twitter @cphSW and Instagram @cphsw

Follow #CPHSW hashtag on Twitter for latest SW Finance updates during the event.

Copenhagen Startup Weekend #CPHSW Team