VR, AR, MR: The Next Evolution of Immersive Virtual Experiences

The year39s big VR trend is standalone allinone and wireless VR headsetsamp160 One of the most exciting products to come out so far is Oculus Go an allinone VR headset that does not require a highend PC or mobile device to operateamp160 This technology marks an important development for the VR industry as it makes VR content much more accessible to consumersamp160 Allinone VR headsets will provide a similar experience to highend VR rigs but at a much lower price for consumersamp160 Additionally allinone headsets do not require users to build out specialized VR spaces in their homes to engage with top quality contentamp160 Price has always been a major barrier to entry for the majority of consumers interested in participating in the world of VRamp160 These new headsets will help close that gapTo that point new hardwired VR headsets are also coming out but at lower more competitive price pointsamp160 For example Microsoft Windows Mixed Reality Platform as well as OEMs Original Equipment Manufacturers like Samsung LG Toshiba and Acer have launched headsets to compete with higher cost modelsamp160like HTC Vive and Vive Proamp160 Unlike Oculus andamp160Vive Windows Mixed Reality headsets do not require a highend gaming PC in order to operate so users with average powered Windows 10 PCs will be able to have the same type of immersive experiences with hand controls and 6 Degrees of Freedomamp160as users of Oculus Rift andamp160Vive Rigsamp160 Lowering the costamp160as well as increasing accessibility and use of devices are key to growing VR adoptionamp160 The more users that adopt VR the more publishers and brands will invest in creating new types of immersive experiences and contentAll this said inhome adoption of VR will continue to be an uphill battle requiring tech companies to prove to consumers the value of VR technology and contentamp160 To aid in their quest to raise support the US VR industry has taking a page from the Asian marketplace and is beginning to build out VR experiential centers and arcadesamp160 Today we are seeing an emergence of VR experiential centers like VR World NYC which is a threestory facility in the center of Manhattan that charges a small fee to come and experience over 50 of the bestinclass full room VR titlesAn even more exciting development is warehousescale VR which takes four to eight people and places them in a simultaneous interactive VR experience all in the same room and spaceamp160 Equipped with custom wireless VR rigs body sensors and blasters players can share a VR experience where they need to work together to complete an adventureamp160 These types of shared VR experiences are truly mindbending and feel far more immersive than other offerings currently on the marketAn alternative to VRamp160is augmented reality AR which has fewer obstacles to mass adoptionamp160 With the launch of Apple39s ARKit and Android39s ARCore frameworks which are built into the most popular smartphones hundreds of millions of smartphone owners are now able to experience AR content amp160These frameworks are integrated into consumers39 phones and provide a frictionless opportunity to participate in AR experiencesamp160 Brands publishers and advertisers are more eager to jump into the world of AR since consumers can experience their brands and products in new waysamp160right from the convenience of their phonesamp160 With WebAR coming soon consumers won39t even need apps to have rich AR experiencesamp160they will be able to access content right from their mobile web browserAR experiences will not end on phone screensamp160 A major industry development is AR or MR mixed reality glasses which allow consumers to wear a futuristic visor that enables them to put the screen down and engage with the world around themamp160 The most awaited headset of the year is from Magic Leap whichamp160has been touting itsamp160next generation MR headset for yearsamp160and is now gearing up for a developer releaseamp160 Magic Leap MR visors will utilize realtime insideout tracking allowing a consumer to have a wireless MR experience that is fully portable and naturally overlays digital content over the user39s realworld environment rather than fully disconnecting them from the world like VRamp160 Similar to when VR first debuted AR visors will start at a high price point and be directed towards brands and the developer community who are looking to see how they can harness this technology to benefit their businesses and brandsJust as VR and AR hardware continues to evolve so will the content created for this technologyamp160 Advertisers can see the immense impact these experiences have on consumers in comparison with traditional mediaamp160 AR and VR experiences provide substantial lift in brand awareness purchase intent and brand favorabilityamp160 Many brands even those that do not have large innovation budgets want to engage in this emerging space Recognizing this need and demand for immersive content Publicis Groupe has developed its own VRAR content arm called TiltShiftamp160 Based in LA TiltShift is comprised of 3D artists game developers and creative strategistsamp160who offer brands a complete turnkey solution to building out VR and AR experiences which are directly connected to a brand39s media teams and overarching brand goalsThere is no slowing down when it comes to VR and AR adoption and developmentamp160 While VR and AR hardware manufacturers continue to release more affordable and accessible devices it is still up to publishers brands and content developersamp160to create experiences that consumers not only craveamp160but find valuableamp160 The 2018 holiday season will be a good barometer for the future of immersive technology adoption within US households VR will always face more of a challenge due to hardware costs but the allinone headsets should be a hot holiday giftamp160 In the meantime AR is here and experiences developed for AR will increase exponentially when WebAR launchesClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers amp160

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

VR, AR, MR: The Next Evolution of Immersive Virtual Experiences

Author

Publish date

Channel

Andrew Klein

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

VR, AR, MR: The Next Evolution of Immersive Virtual Experiences

Enjoying This Commentary? There's More to Love

Andrew Klein

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

Cookies