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The endless possibilities of AR and VR
The way that we consume digital content is ever evolving, with new technologies and new uses for existing technologies popping up seemingly every day!
From Pokémon Go and Instagram filters to Oculus VR games, Augmented Reality (AR) and Virtual Reality (VR) are becoming increasingly relevant in our lives.
VR is often associated with creating immersive experiences, primarily for entertainment. AR is also heavily used for entertainment, but it can and has also been used as a tool for education, training, and advertising purposes. Increasingly AR has been found to have the potential to seamlessly integrate itself into our everyday lives to bring value in new and unexpected ways!
Let’s talk about some of the ways that AR & VR technologies may shape the future of our world moving forward.
AR & VR technologies and gaming
If you’ve ever played games such as Pokémon Go, The Walking Dead: Our World, and Ingress then you’ve likely seen AR in action.
These games are just a few of many that use AR to allow players to explore the real world while interacting with digital characters and elements applied over their physical surroundings.
Pokémon Go AR gameplay Image source
Augmented reality is a technology that overlays digital information onto the real world through smartphones, tablets, smart glasses, or other devices that have a camera and a display screen.
This information can range from simple text and graphics to more complex animations and interactive elements. AR offers a unique experience that allows users to interact with their environment in an exciting new way.
Beat Saber, a popular VR game Image source
VR on the other hand offers a more immersive experience that transports the user into a completely new and virtual world. Think of games that use VR headsets like Beat Saber and No Man’s Sky.
So far, both VR & AR have been most frequently used in gaming, however, the possibilities are endless!
New and exciting uses for AR and VR are constantly being developed!
Several Japanese companies are paving the way for new and innovative uses of AR and VR technology!
Holoeyes Inc. is a Tokyo-based startup that specializes in medical VR solutions. The company’s mission is to revolutionize the medical industry by creating innovative virtual reality technology that enhances the way doctors and medical professionals diagnose and treat patients.
Holoeyes’ flagship product is a virtual reality platform that allows doctors to view and interact with 3D medical imaging data in real-time, providing a more intuitive and immersive experience than traditional 2D imaging.
The platform can also be used for medical education and training purposes, allowing medical students to practice procedures.
Another Japanese company worth mentioning is the Japanese AR sports company HADO, which has developed a unique AR game experience that combines real-life sports with virtual elements.
AR game play Image source
Their most popular augmented reality product is an AR dodgeball game that has gained popularity in Japan and has been adopted in sports facilities and events.
The game uses AR headsets and motion sensors to track player movements and allow players to throw virtual balls at each other. In contrast to early AR games, this game creates a more advanced immersive experience where players can see virtual balls and targets overlaid onto the real world.
Due to the game’s fast-paced and competitive nature it has become a popular attraction at sporting events and facilities accross Japan! HADO continues to innovate and develop new AR game experiences, so there is a lot to look forward to.
How are Marketing Professionals using AR & VR technology?
Online shopping grows more and more popular each year, and thanks to AR and VR technology the online shopping experience is becoming a lot more fun and engaging!
Today some companies are providing AR and VR experiences that allow customers to try on virtual clothes and jewelry, test drive a car, or even explore a virtual home before buying.
Rove Concepts uses AR to help consumers choose the right furniture for their home. Image source
One exceptional case where marketing has excelled thanks to AR and VR technology is through a company called Rove Concepts. This furniture retailer breaks the mold of online shopping by allowing customers to envision desired furnishings instantaneously within their living spaces before making a committed purchase.
This provides a more engaging and interactive shopping experience for customers, ultimately increasing sales and customer satisfaction.
Could AR help us create a more accessible world?
Sci-fi movies have given us an idea of how AR glasses could change our day to day lives and shape our environment, but could science fiction become science reality?
AR glasses have the potential to revolutionize the way we interact with the world around us, providing helpful guidance and information to assist us in our daily activities.
MARVEL STUDIOS/PARAMOUNT PICTURES
With their ability to overlay digital information on the physical world, these glasses can provide users with helpful guidance and information that they wouldn’t have access to otherwise.
For instance, when pouring coffee into a mug AR glasses could use sensors to detect the level of liquid in the mug and give the user a warning before over-pouring. This could be especially useful for people who are prone to spilling or who have difficulty judging the amount of liquid in a container. Uses like this could help make the world more accessible for those who struggle with disabilities.
In the kitchen, AR glasses could be used to assist with cooking tasks such as grilling a steak. By using sensors to monitor the temperature of the grill and the steak, the glasses could provide real-time feedback on when to flip the steak and how long to cook it to achieve the desired level of doneness.
For those who enjoy gardening, AR glasses could be used to help identify plants and provide guidance on when to water or fertilize them. By scanning the plant with the glasses, the user could receive information on the plant’s species and ideal growing conditions, as well as receive reminders for when to perform maintenance tasks such as watering or pruning.
As the technology continues to develop and become more accessible, we can expect to see even more exciting applications in the years to come.
Conclusion:
VR and AR have a wealth of applications and potential to be used in a variety of ways as mentioned in the examples above.
VR technology has made significant progress in creating a fully immersive virtual environment. In a fully virtual world, the possibilities are limitless with the experience designed purely for simulation. It’s exciting to imagine the future where creativity can take the reins and provide over the top consumer experiences.
AR on the other hand is seeing more and more technical advancements and becoming increasingly useful thanks to its ability to combine the physical and virtual for an enhanced interactive experience. As the technology continues to advance, we can expect to see more practical and useful applications of AR, making it an increasingly valuable tool in the various fields discussed above.
What companies have you seen utilize AR & VR in innovative and inspiring ways?
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