Virtual reality (VR) immerses users in digitally simulated environments that feel incredibly real. It is the technology behind games like Pokemon GO and immersive experiences in sports viewing and training.
AR enhances live events by overlaying digital content onto the physical world. For example, it can display the lyrics to a song during a music festival or allow movie theater audiences to choose their own camera angles during a film.
Gaming is one of the most popular uses for AR and VR. It enables players to experience immersive worlds that can make them feel like they’re part of the action. This is a great way to increase player engagement, which can ultimately lead to higher revenue for game developers.
AR enhances games with spatial and object AR layers bringing digital characters/elements into real-world spaces and pseudo-haptic feedback (spatialization and sound conveying shape/texture). It also supports social interaction and shared experiences, especially with multiplayer games that let users collaborate on missions or fight virtual opponents.
Gamers have access to a variety of AR and VR platforms, such as PCs with high-end graphics processors, headsets, and mobile phones. Some of these devices require motion-tracking sensors to track the user’s movement and to provide a realistic gaming environment. The technology is advancing with the integration of brain-computer interfaces, which allow direct neural control of VR/AR experiences. This will improve the quality and accessibility of these technologies.
Incorporating AR into events opens a host of innovative new revenue streams. From Snapchat on demand geofilters through to eye catching bespoke company AR experiences, these attention grabbing experiences create positive connections for brands and attendees.
Using AR for event wayfinding allows attendees to get around in a complex venue with ease and accuracy, making the whole experience far more enjoyable. It also enables real time queue management, displaying estimated wait times and guiding attendees to less crowded areas.
Location based AR allows live performances to envelop attendees and react to their surroundings, elevating the experience from passive viewer to engaged participant. Think virtual scavenger hunts within the concert venue or even the opportunity to interact with a performers virtual presence. The Gorillaz virtual concert, fueled by Google’s AR technology is just one example of this exciting innovation.
Augmented reality brings computer-generated visuals into the real world, which can be overlayed on top of video content. This makes it possible to add stats and information that wouldn’t be possible in the real world, enhancing broadcasting for sports fans.
AR is also making an impact on in-stadium experiences, forging stronger emotional connections between fans and their teams. For example, during a game, AR functions can give spectators geo-fenced visualizations of data such as player stats, the pitch and weather conditions.
For sports organizations that want to increase interaction with fans, AR could even enable them to create augmented reality experiences on their own. For example, they could provide a virtual trophy that can be viewed by spectators with their smartphone camera. This would be a fun way to celebrate wins and enhance fan engagement. It might even help to prevent injuries, as one company has developed an eye-tracking tool that can detect changes in an athlete’s eyesight, indicating the early stages of a concussion.
In the highly competitive world of entertainment, brands are always looking for ways to differentiate themselves and build a lasting brand image. AR and VR are powerful platforms to help brands connect with consumers on a deeper level through immersive and memorable experiences.
The technologies can be used to create personalized experiences that are tailored to each individual user’s specific needs and preferences. This personalization helps increase consumer engagement and foster a stronger emotional connection with brands.
There are numerous ways that AR and VR can be used to create immersive and entertaining advertising experiences, from virtual product try-on to interactive augmented reality ad campaigns. From Ikea letting customers superimpose furniture into their home to see how it will look to TikTok users creating filters that immerse them in European art museums or bringing them to the front row of a basketball game, the possibilities are limitless.