In the competitive landscape of the events industry, creating standout displays is crucial for attracting attendees and maximizing return on investment. As traditional methods become increasingly saturated, Augmented Reality (AR) emerges as a potent tool for transforming exhibition stands into engaging, immersive experiences. By incorporating AR, event marketers can drive traffic, enhance brand visibility, and ultimately secure sales.
The Impact of AR on Event Marketing
AR overlays digital content—such as text, images, and 3D models—onto the physical environment, creating a blended reality that is accessible through mobile devices or headsets. Unlike Virtual Reality (VR), which immerses users in a completely digital world, AR enhances the real world, making it more immersive and engaging. With advancements in tools like Apple’s ARKit and Google’s ARCore, businesses are increasingly exploring AR’s potential across various industries, including event marketing.
Creating Memorable Experiences
At events, eye-catching stands are essential for attracting attendees. However, when every display competes for attention with bright colors and flashy designs, it becomes challenging to stand out. AR provides a solution by transforming static displays into dynamic, interactive experiences. This technology allows event marketers to create memorable interactions that leave a lasting impression on attendees.
Practical Applications of AR in Event Marketing
Product and Service Demonstrations
AR can revolutionize how products and services are showcased at events. For example, companies with large-scale products that are difficult to transport can use AR to create full-scale demonstrations within their exhibition space. Attendees can interact with AR models, exploring different features, styles, and colors in a 360-degree view. This interactive approach not only captures attention but also facilitates on-the-spot conversions by linking AR experiences to checkout pages.
Visualizing Business Processes
Many companies use events to highlight their business processes, often through static displays and brochures. AR can bring these processes to life by turning each step into an interactive hub with text, images, and videos. This immersive experience ensures that attendees remember the brand long after the event, increasing the likelihood of follow-up sales inquiries.
Gamification and Lead Generation
AR can enhance engagement through gamified experiences, such as scavenger hunts or interactive challenges. By incorporating AR games into event booths, marketers can attract attendees and collect valuable contact information. This approach not only boosts foot traffic but also creates a fun and memorable experience that strengthens brand connections.
Benefits of AR in Events
AR offers several advantages for event marketing, including:
Higher ROI: Interactive AR experiences can significantly increase return on investment by engaging attendees more effectively than traditional methods.
Data Collection: AR experiences can gather first-party data on user behavior and preferences, providing valuable insights for future marketing strategies.
Cost Efficiency: AR reduces the need for physical displays and materials, cutting down on transportation and setup costs while allowing for easy updates and reuse across multiple events.
Enhanced Engagement: AR’s immersive nature leads to higher engagement rates, making attendees more likely to remember and interact with the brand.
Case Studies and Examples
Several brands have successfully integrated AR into their event marketing strategies:
Rondo Heat Battery: An AR visualization tool allowed attendees to see inside a heat battery, transforming a static metal box into an engaging educational experience.
Amazon Prime Video: At the Emmy Awards, AR gamification encouraged attendees to explore the exhibit and unlock details about physical sets, enhancing engagement and traffic flow.
London Fashion Week: Custom AR filters allowed remote users to participate in the event, providing an inclusive platform for creative expression.
Future Trends and Opportunities
The adoption of AR in event marketing is poised for significant growth. The number of AR-compatible devices is expected to increase from 1 billion in 2023 to 1.5 billion by 2027. As AR technology evolves, it will offer even more innovative ways to engage audiences and enhance event experiences. The integration of AI with AR could further personalize interactions, creating even more immersive and impactful experiences.
Augmented Reality is transforming various fields by overlaying digital information onto the physical world. One area where AR holds significant potential is data visualization. But does it make sense to adopt AR for this purpose? Let’s explore the benefits and challenges of using AR in data visualization design.
The Promise of AR in Data Visualization
Enhanced Spatial Understanding: AR leverages our innate ability to navigate and understand three-dimensional (3D) spaces. By presenting data in 3D, AR can help users better comprehend complex relationships and patterns that might be difficult to discern in two-dimensional (2D) visualizations. For instance, in geographical data, visualizing terrain and spatial distributions in 3D can provide more intuitive insights.
Interactive and Engaging Experiences: One of the key advantages of AR is its ability to create immersive and interactive experiences. Users can interact with data visualizations using gestures, touch, and even voice commands. This interactivity can make data exploration more engaging and accessible, encouraging users to delve deeper into the data.
Collaboration and Communication: AR facilitates collaborative data analysis by allowing multiple users to view and interact with the same data visualization simultaneously. This shared experience can enhance communication and decision-making processes, as team members can discuss and manipulate data in real-time, leading to more informed insights and strategies.
Contextual Data Presentation: AR can integrate data visualizations into the physical environment, providing contextually relevant information. For example, in a manufacturing plant, AR could overlay performance metrics and maintenance data directly onto machinery, enabling workers to make informed decisions without having to switch between different screens or devices.
Challenges and Considerations
Usability and Readability: Despite its potential, AR faces challenges in usability and readability. 3D visualizations can sometimes be harder to interpret than their 2D counterparts, especially for users who are not accustomed to navigating 3D spaces. Ensuring that AR data visualizations are intuitive and easy to understand is crucial for their effective adoption.
Technological Limitations: AR technology is still evolving, and there are limitations to consider. Accurate object detection, stable tracking, and seamless integration of virtual elements into the real world are critical for effective AR experiences. Inconsistent performance or technical glitches can hinder the user experience and reduce the reliability of AR visualizations.
Cost and Accessibility: Developing AR applications can be costly, requiring specialized skills and tools. Additionally, not all users may have access to AR-enabled devices. Ensuring that AR data visualizations are accessible to a wide audience is a challenge that needs to be addressed for broader adoption.
Data Privacy and Security: Integrating AR with data visualization also raises concerns about data privacy and security. Ensuring that sensitive information is protected and that users‘ privacy is respected is paramount, especially in fields such as healthcare or finance where data security is critical.
Future Prospects Despite these challenges, the future of AR in data visualization looks promising. As AR technology continues to advance, we can expect improvements in usability, accuracy, and accessibility. Innovations such as improved object recognition, more intuitive interaction methods, and better integration with existing data analytics tools will drive the adoption of AR for data visualization.
AR has the potential to revolutionize data visualization by providing enhanced spatial understanding, interactive experiences, and contextual data presentation. However, overcoming challenges related to usability, technology, cost, and data privacy is crucial for realizing this potential.
Augmented Reality (AR) has proven to be a powerful tool for engaging customers and creating immersive experiences. While larger brands may have substantial budgets to invest in AR technology, smaller brands often face the challenge of launching effective AR campaigns on limited resources. However, with strategic planning and creativity, even brands with restricted budgets can leverage AR to boost their marketing efforts. Here’s how:
Utilize WebAR Solutions What is WebAR? WebAR allows users to access AR experiences directly through their web browsers, eliminating the need for downloading dedicated apps. This approach significantly reduces development costs and lowers the barrier to entry for users.
Why it Works:
Cost-Effective: Developing WebAR experiences is generally cheaper than creating a full-fledged AR app. Easy Access: Users can simply scan a QR code or click a link to access the AR content, increasing the likelihood of engagement.
Implementation Tips:
Choose the Right Platform: Platforms like 8th Wall and ZapWorks offer user-friendly tools to create WebAR experiences. Optimize for Mobile: Ensure that your WebAR content is optimized for mobile devices, as most users will access it through their smartphones.
Partner with AR Platforms and Agencies Why Partnering Helps: Collaborating with established AR platforms or agencies can provide access to AR technology and expertise without the need for substantial upfront investment.
What to Look for in a Partner:
Experience and Portfolio: Choose a partner with a proven track record of successful AR campaigns. Flexible Pricing Models: Look for agencies that offer flexible pricing models, such as revenue-sharing or pay-per-engagement plans.
Examples of Platforms and Agencies:
Overly App: Offers custom AR solutions and can help design campaigns tailored to your needs. Blippar: Provides a range of AR services and has experience working with brands of all sizes.
Leverage Social Media AR Filters What are Social Media AR Filters? Platforms like Instagram, Snapchat, and Facebook offer built-in AR tools that allow brands to create custom filters and effects for users to interact with.
Benefits:
Low Cost: Creating AR filters on social media platforms is often free or low-cost. Wide Reach: Social media platforms have massive user bases, providing an excellent opportunity for viral engagement.
How to Create Engaging Filters:
Align with Your Brand: Ensure that the filters reflect your brand’s identity and message. Interactive and Fun: Design filters that are fun and encourage users to share their experiences with their followers.
Tools to Use:
Spark AR Studio: For creating filters on Facebook and Instagram. Lens Studio: For developing filters on Snapchat.
Incorporate AR into Existing Marketing Materials How to Integrate AR: Add AR elements to your existing marketing materials, such as brochures, business cards, or product packaging. Users can scan these items with their phones to unlock interactive experiences.
Benefits:
Enhances Engagement: AR can make traditional marketing materials more interactive and engaging. Affordable: Adding AR elements to existing materials is often more cost-effective than developing standalone AR campaigns.
Tools and Platforms:
Layar: Allows you to add interactive AR content to print materials. Augment: Offers a platform for creating AR experiences linked to product packaging and marketing collateral.
Create AR-Driven Contests and Campaigns Why Contests Work: Contests and challenges can motivate users to engage with your AR content and share it with their networks, increasing visibility and reach.
Tips for Success:
Clear Instructions: Provide simple, clear instructions on how to participate in the contest. Incentivize Participation: Offer attractive prizes or incentives to encourage participation. Promote on Multiple Channels: Use social media, email newsletters, and your website to promote the contest.
Examples of AR Contest Ideas:
Photo Challenges: Encourage users to take photos or videos using your AR filters and share them with a specific hashtag. Scavenger Hunts: Create an AR scavenger hunt that guides users to different locations or tasks, with rewards for those who complete the challenge.
Collaborate with Influencers and Local Artists Why Collaborations Matter: Partnering with influencers and local artists can help amplify your AR campaign’s reach and add a unique creative touch.
How to Collaborate Effectively:
Choose Relevant Influencers: Work with influencers whose audience aligns with your target market. Creative Input: Allow artists to bring their unique style to the AR content, making it more appealing and authentic.
Benefits:
Enhanced Credibility: Influencers can lend credibility and visibility to your campaign. Community Engagement: Collaborating with local artists can foster community support and interest.
Launching a successful AR marketing campaign on a restricted budget is entirely possible with strategic planning and the right tools. By leveraging WebAR, partnering with AR platforms, utilizing social media filters, integrating AR into existing materials, creating engaging contests, and collaborating with influencers, smaller brands can create impactful and memorable AR experiences. Embrace the creativity and potential of AR to stand out in a competitive market, even with limited resources.
Augmented Reality (AR) has the potential to revolutionize marketing by creating immersive, interactive experiences for consumers. However, the key to a successful AR campaign lies not just in the quality of the content but also in motivating people to engage with it. Here are some strategies to ensure your audience is aware of and interacts with your AR campaign.
Promotion of Augmented Reality Features for One-off Campaigns Many businesses use AR periodically rather than as a constant feature. In such cases, investing in a custom-made app might not be practical. Partnering with AR solution providers like Overly app, ZapWorks, or Blippar can be a more efficient approach. Ensure that your campaign prominently features the AR provider’s logo or a QR code to make it easy for users to find and use the AR content.
Key Elements for Promotion:
Value Proposition: Highlight the benefits of using AR, such as exploring products in 3D. Clear Instructions: Provide simple steps on how to use AR. Visibility: Make sure AR information is as prominent as other key content.
Promo Staff at Events and Exhibitions Having dedicated promo staff at events can significantly enhance AR engagement. These staff members can demonstrate how to use the AR app, guiding visitors through the process and showcasing the benefits.
Strategies for Effective Promotion:
Interactive Demonstrations: Use AR-enabled devices to show potential users what they can experience. Educational Materials: Hand out instructions or use posters to guide visitors on how to download and use the AR app. Engagement Points: Set up AR stations where visitors can try the technology themselves.
Location The venue of your AR campaign plays a crucial role in its success. Selecting the right location can determine the type and volume of audience engagement.
Considerations for Location:
Target Audience: Choose locations that align with the interests and behaviors of your target audience. For instance, art exhibitions might fare better in dedicated galleries rather than busy shopping centers. Foot Traffic: Ensure that the venue has adequate foot traffic but also that the visitors have the time and inclination to engage with AR content.
Cross-Channel Promotion and Shareability Leveraging multiple channels to promote your AR campaign can broaden its reach and impact. Social media, in particular, can be a powerful tool for spreading awareness and encouraging interaction.
Effective Cross-Channel Strategies:
Social Media Campaigns: Use platforms like Instagram, Facebook, and Twitter to promote your AR features. Collaborate with influencers or celebrities to amplify your message. User-Generated Content: Encourage users to share their AR experiences on social media using specific hashtags. Offer incentives or run contests to boost participation. Integrated Marketing: Include AR promotion in all your marketing materials, from email newsletters to print advertisements.
„Content is King“ for Augmented Reality The content of your AR campaign must be engaging, exclusive, and of high quality. Whether it’s informative, entertaining, or both, the AR experience should offer something unique that compels users to interact with it.
Creating Compelling AR Content:
Visual Storytelling: Use AR to tell a story visually. This approach can be particularly effective in art exhibitions, where hidden layers of information can be revealed through AR. Interactive Elements: Incorporate interactive features that allow users to explore and engage with the content actively. Practical Applications: Develop AR content that provides practical value, such as virtual try-ons for makeup or furniture placement in homes.
New Insights: Gamification and Rewards
Gamification:
Interactive Games: Incorporate game-like elements into your AR campaign to make the experience more fun and engaging. Users are more likely to interact with content that includes challenges, rewards, or competitive elements.
Rewards and Incentives:
Exclusive Offers: Provide discounts, freebies, or exclusive content to users who engage with your AR campaign. This not only motivates initial interaction but also encourages ongoing engagement. Loyalty Programs: Integrate AR features into your loyalty programs, offering points or rewards for users who regularly interact with your AR content.
To motivate people to interact with your AR campaign, you need a combination of strategic promotion, engaging content, and thoughtful placement. By leveraging cross-channel marketing, providing clear instructions, and offering high-quality, interactive content, you can ensure that your AR campaign captures attention and drives meaningful engagement. Additionally, incorporating elements of gamification and offering rewards can further enhance user interaction and loyalty.
This semester I wanted to look more into the AR in relation to packaging, but then I thought it might be useful to look at AR design and marketing in more general way. What is there to explore, what is there to improve, and what is there to discard?
With this in mind, I mapped an overview of existing AR practical applications:
Retail and E-commerce
Virtual Try-Ons:
AR allows customers to try on clothes, accessories, and even makeup virtually. Brands like Sephora and Warby Parker offer AR apps where users can see how products look on them before making a purchase, enhancing the online shopping experience and reducing return rates.
Product Visualization:
Companies like IKEA and Amazon use AR to help customers visualize how furniture and other products will look in their homes. By overlaying 3D models of products into real-world settings via smartphone cameras, customers can make more informed purchasing decisions.
Education and Training
Interactive Learning:
AR brings educational content to life, making learning more interactive and engaging. Apps like Google Expeditions allow students to take virtual field trips and explore historical sites, the human body, or outer space with AR overlays providing detailed information.
Professional Training:
In fields such as medicine, aviation, and engineering, AR provides realistic training simulations. Medical students can practice surgeries on virtual patients, and pilots can train using AR-enhanced flight simulators, improving skills without the risks associated with real-life training.
Healthcare
Surgical Assistance:
AR is being used in operating rooms to provide surgeons with real-time, 3D images of patient anatomy overlaid on their bodies. This helps in precision and reduces the risk of complications. Companies like Medivis are pioneering AR solutions in this field.
Patient Care:
AR applications assist in patient education by visualizing complex medical conditions and treatment plans. For example, AR apps can show patients what will happen during a procedure, easing anxiety and improving understanding.
Real Estate
Virtual Property Tours:
AR enables potential buyers to take virtual tours of properties from anywhere in the world. Apps like Zillow and Realtor.com offer AR features that overlay property details and interactive elements on top of real-world views, enhancing the home-buying experience.
Interior Design:
Real estate agents and designers use AR to show how different design choices would look in a space. This helps clients visualize renovations or furniture arrangements, making it easier to finalize designs and speed up the decision-making process.
Gaming and Entertainment
Immersive Games:
AR has revolutionized gaming by creating immersive experiences that blend the virtual and real worlds. Games like Pokémon GO and Harry Potter: Wizards Unite use AR to place virtual characters and objects in real-world locations, encouraging players to explore their surroundings.
Interactive Storytelling:
AR is also used in interactive books and experiences that bring stories to life. For example, AR-enhanced children’s books use animations and sound effects that respond to the physical book’s pages, making reading a more engaging experience.
Travel and Tourism
Guided Tours:
AR enhances travel experiences by providing interactive guided tours of historical sites, museums, and cities. Apps like AR City and Google Lens offer detailed information and visual overlays on landmarks and attractions, enriching the visitor experience.
Navigation:
AR navigation apps help travelers find their way in unfamiliar places. AR directions superimpose arrows and information onto the real world, making it easier to navigate complex environments like airports or large cities.
Marketing and Advertising
Interactive Campaigns:
Brands use AR to create interactive marketing campaigns that engage customers in new and exciting ways. For instance, Pepsi’s AR bus shelter campaign surprised commuters with 3D animations, and Burger King’s AR app lets users „burn“ competitors‘ ads to reveal discounts.
And finally – Enhanced Product Packaging:
AR transforms product packaging into interactive experiences. By scanning packaging with a smartphone, consumers can access additional content such as games, videos, or detailed product information, enhancing brand interaction and loyalty.
And so the versatility and potential of Augmented Reality are evident across numerous applications, making it a powerful tool for innovation and engagement. As AR technology continues to evolve, its integration into various aspects of our daily lives will likely increase, offering even more creative and practical uses. Whether in retail, education, healthcare, or entertainment, AR is set to reshape our world, providing richer and more interactive experiences.
Welcome to my journey into the fascinating world of Virtual Reality (VR) and Mixed Reality (MR) game development! This semester, I’m diving deep into understanding how to create visually stunning and highly performant VR/MR games that can run smoothly on standalone headsets like the Oculus Quest 3. In this first blog entry, I’ll introduce you to my research topic, discuss the unique challenges developers face, and explore why VR games vary so much in visual fidelity and user experience.
Why Focus on Standalone VR/MR Headsets?
Standalone VR/MR headsets are revolutionizing the way we experience virtual environments. Unlike tethered headsets, which rely on powerful PCs or consoles, standalone devices like the Oculus Quest 2 offer untethered freedom and accessibility. This opens up VR to a broader audience, making it crucial for developers to optimize their games for these platforms. However, creating games that are both beautiful and performant on standalone headsets presents unique challenges.
The Challenge of Balancing Performance and Visual Fidelity:
VR/MR games differ significantly in visual fidelity and user experience due to a variety of factors. Here are some of the key reasons:
Hardware Limitations: Standalone headsets have limited processing power and memory compared to high-end PCs. Developers must optimize their games to run smoothly within these constraints, which often means sacrificing some visual detail to maintain performance.
Rendering Techniques: Advanced rendering techniques used in PC-based VR games, such as real-time ray tracing, are often too resource-intensive for standalone devices. Developers must rely on more efficient methods like Level of Detail (LOD) and texture compression to achieve good performance.
Optimization Strategies: Effective optimization involves a mix of techniques, including occlusion culling (not rendering objects that are out of view), efficient shaders, and baked lighting (pre-computed lighting effects). These strategies help maintain high frame rates, which are crucial for a smooth VR experience.
Art Style Choices: The choice of art style can significantly impact both performance and visual appeal. Stylized graphics with simplified textures and models can look great while being less demanding on the hardware, whereas hyper-realistic graphics require more resources and careful optimization.
Why Do VR Games Differ So Much in Visual Fidelity and User Experience?
Red Matter 2, a rather optimised game with high fidelity graphicsPavlov Shack. The Quest 3 Standalone Port looks significantly worse than its PC counterpart.
The variance in visual fidelity and user experience across VR games can be attributed to several factors:
Developer Priorities: Some developers prioritize visual fidelity, creating stunning environments but potentially compromising on performance. Others focus on smooth performance, resulting in simpler visuals.
Budget and Resources: Indie developers might not have access to the same level of resources and optimization tools as large studios, leading to differences in game quality.
Target Audience: Games aimed at a broader audience might prioritize accessibility and comfort, opting for less intensive graphics to ensure smooth gameplay for everyone.
Technological Evolution: As standalone VR technology evolves, newer games can leverage more advanced features and optimizations, leading to disparities between older and newer titles.
Conclusion:
As I embark on this research project, my goal is to uncover and document the best practices for balancing performance and aesthetics in standalone VR/MR games. Through a combination of literature review, case studies, and hands-on development, I aim to create a prototype game that demonstrates these principles in action. Stay tuned as I explore the technical and creative aspects of this exciting field, and share insights and discoveries along the way.
Thank you for joining me on this journey. In the next entry, I’ll delve into the initial research phase, exploring existing optimization techniques and visual enhancement strategies used in the industry. Let’s make VR/MR games not only playable but truly breathtaking!
Building upon my previous blogpost on immersive level design, this post also aims to explore the topic of immersion and interaction within VR, MR and AR a bit more by looking into different interface and interactivity solutions currently available, some previously mentioned already, some new, that may increase intuitiveness and engagement from the user. While also still covering AR and MR solutions, the main focus of this blog post will be on VR, as it is more in line with my future plans and planned research.
Tracking, controllers, recognition and other interaction methods
With a wide variety of different VR, AR and MR headsets and technologies comes an equally wide variety of different input devices, interfaces and ways to interact with the created virtual environment. In VR alone, there exists a seemingly endless amount of different controllers, with each headset developer putting their own spin on it.
Different headsets, different controllers – HTC Vive Pro, Meta Quest 3 Pro, PS Move and Valve Index Pro (left to right)
However, controllers like these are by no means the sole mean to interact with virtual environments anymore, as with advancements in tracking, movement- and voice recognition, a vast variety of different input and interface methods has been developed alongside the conventional controller-based inputs.
Hands, eyes, voice and haptic feedback
As previously mentioned, constant advancements in available computing power, frequent optimisations as well as new technologies make it possible to create virtual experiences that are more immersive than ever.
One such advancement lies in tracking and how the tracked movement and data get processed. While hand and gesture tracking has been a long-time staple especially in AR headsets, due to their inbuilt sensors and tracking, it has also become one in VR and MR applications. To give a differentiation between hand-tracking, controller-based-tracking and gesture-tracking, more commonly known as gesture recognition, which all may appear similar at a glance, is quite simple. Hand-tracking, as the name suggests, track the actual movement of the hand within the virtual space.
Ultraleap’s 3Di, a small tracking camera for handtracking, comes with its own intergrated interface
Different than controller-based-tracking, it frees the hands for interactions, without relying on buttons or other inputs. Controller-tracking, in comparison, also tracks the hands movement, but instead of doing so directly, it tracks the hand-held controllers instead. These controllers usually come with a wide variety of buttons, joysticks and other triggers, that can be programmed and used to interact with the environment and input information. Last but not least, gesture recognition interprets specific hand movements or gestures made by the user and reacts in specific ways, allowing interaction and enabling control over certain parts of the virtual space. It can be understood as a specific form of hand-tracking, as specific parts of the hand get tracked, though, in this case, the gesture made is usually more important than the position of the hand compared to the rest of the body.
Ultraleap Leap Motion Controller 2, a gesture tracking controller with a wide variety of applications
While it may seem now, that the main focus of current interaction lies in tracking movement of extremities, mainly the hands, this is not true. Eye tracking, for example, is a gaze-based form of interaction, that makes use of tracking monitors, that follow the user’s eye movements to enhance realism, allow interaction and render specific parts more or less, thus deepening immersion as needed, while devices like Amazon’s Alexa, Microsoft’s Cortana or Google’s own Voice Assistant can long sicne be used in VR and MR as well, to control and interact with the virtual environment using vocal commands. Using a combination of these different tracking technologies can make the user’s environment feel much more responsive.
But not only the users inputs can be enhanced by new technologies to create a more immersive experience. Using haptic feedback systems, spatial computing as well as hardware solutions, that creates the illusion of seemingly endless virtual spaces even within a very limited physical environment, the immersion of the user and responsiveness of the environment can be increased even further. While haptic feedback gloves have already been mentioned in a previous blog post, it is important to mention that haptic feedback, in the broader sense, is in no way limited to the tactile layer anymore.
teslasuit – a full body haptic feeback suit, that also tracks movement and can be used for motion capture
Haptic feedback suits, like the one shown above, can provide live-responses of the virtual environment to the user via vibrations. This can create the illusion of a physical component being present in the environment. Furthermore, spatial computing, especially in combination with multimedia-rooms, like the TU Graz‘ VR Cave, which can be used to more seamlessly merge physical and digital worlds, allowing physical objects to be tracked and influence the virtual, while also allowing virtual objects to interact with the real environment. Additional use of hardware, that allows for extended movement of the user through the virtual space even when limited by smaller real spaces, like an omnidirectional treadmil, can further blur the line between the virtual and the real.
Virtuix Omni One – a Omnidirectional treadmil developed for gaming in VR
Things to consider
When presented with all these different options to track the user’s input and the data they provide, it can be very easy to be overwhelmed or lose track of the reason of why these movements should be tracked and / or used in the first place, namely, to provide a smooth, fun and immersive experience, that allows a maximum amount of user interaction with a minimum amount of effort on the users side. To ensure that, there are a few important steps to consider when designing such an interaction.
Abstraction, intuitiveness, optimisation and sense of security
A good first step when approaching the design of user interaction and interfaces for the virtual is mimicking the real world and its interactions, to increase both intuitiveness for the user and clearness when providing feedback. By adapting the sense of realism or choosing a certain level of abstraction for the inputs and / or interfaces, they can be simplified and made to fit the desired experience without distracting the user.
Frequent user testing, followed by refinement and optimisation of the employed systems, can increase responsiveness, accessibility and create a sense of security in the user when confronted with the virtual environment. Furthermore, the higher the continuity of the created content, both in design and in experience, and the more seamless the transition between the physical and the virtual, the easier it is for the user to engage, which also boosts self-confidence and security.
All in all, by making use of the different technologies described above, while being aware of the challenges and chances they bring and optimising and adapting the desired experience according to the user’s needs, it is nowadays possible to create amazingly responsive environments already. It is, however, still important to be aware of the ever present limitations of current hardware, but with how rapidly technology and development keeps progressing, the next solution might already be around the corner.
Next steps:
Look further into different VR and MR solutions and their respective issues
Research essential tools for creating immersive virtual environments as well as different game engines and their advantages and disadvantages
Check methods of engagement and interaction within these digital environments
To better understand, how to design immersive and engaging experiences in VR, AR and MR, and building on the previous post about issues and how to solve them, it is necessary to understand the importance of world building and level design on the overall experience. As such, this blog-post aims to provide a short overview on different considerations to be aware of, when dealing with the challenge of creating an immersive experience for VR, AR and MR. Same as with my previous post, however, I would like to dive even deeper into immersive world building and continue my research, so this entry is only a momentary summary and my research into this topic – especially since I plan to eventually read all of Richard A. Bartle’s „Designing Virtual Worlds“ – is still incomplete.
How to create engaging, immersive worlds using level design
Understanding the importance of space and spatial awareness
When designing VR and AR environments, it is crucial to remember that, different from other virtual experiences in front of a monitor or screen, such as games, videos or the like, in VR and AR the user moves his own body and his virtual avatar through the real and the virtual world. This may seem like an obvious and maybe not so important difference at first, but it has some implications, as the user’s physical space and interactions within it need to also be considered when designing. Furthermore, the user’s real life comfort zone, field of view as well as the virtual viewable distance need to be considered as well to understand how to engage with the space.
Using realism, stylisation and interactivity to boost immersion
Utilising the capabilities of modern graphics cards as well as making use of optimisation and / or stylisation options when designing virtual environments for VR and MR, it becomes possible to create both realistic and semi-realistic experiences, that still keep the user immersed. No matter the style, however, maximal attention should be given to light, sound and eventual haptic or other tactile feedbacks, as only a wholistic experience allows the user to perceive the created environment as real and thus allow for maximum immersion. In this regard, it is also important to be aware of how the user interacts and influences the created world. Integrating easy, intuitive and natural-feeling interactions, that take advantage of all the capabilities of VR and AR input devices, such as controller movement and position tracking, gesture tracking or even full-on inside-out tracking can influence how the user interacts with the virtual world.
Design intuitive spaces and provide clear clues
Understanding the perception of different spaces and how it may influence the user, be it in an AR environment, in MR or even completely virtual in VR, is important, as all these environments, compared to our usual computer screen, are perceived as 3-dimensional and thus need to be approached accordingly. By providing clear cues for navigating the virtual space, it becomes easy and safe to explore. To counter the limitations of a user’s real, phyiscal environment vs. its virtual counterpart, a wide variety of movement methods can be explored, such as teleportation, locomation or even simple walking, should the space allow it. This allows for a different approach to space than usual, as it further opens the environment up for exploration.
It is, however, important to always be aware and understand the limitations of such an experience, both in hardware – e.g., tracking and sensing capabilities and physical boundaries – and in the user’s own perception – e.g., how much they can handle without being overwhelmed by the stimuli and cues. A good example of such an overwhelming experience, that is sure to cause fatigue in the long term, is the short-film „Hyper-Reality“ by Keiichi Matsuda.
Hyper-Reality by Keiichi Matsuda
Be aware of storytelling and how it is affected by 3D
Last but not least, after exploration of both the virtual and the physical space, depending on whether the created experience has been in AR, VR or MR, has been opened to the user, it is paramount to understand, how storytelling may be affected by the 3D environment. A good approach to this would be to learn from the gaming industry, as it has created explorable semi 3D and 3D environments for a long time now. Of course, with AR, VR and MR, these spaces – these levels – get extended even further, with more feedback being added, more information being perceived, and more interactions being possible, so careful consideration should be given on which tools may be applicable and which may be unsuited.
The end goal, in any case, should be to consider innovative ways to tell a story, that seamlessly incorporates its narrative elements within the created user-experience. To make sure that the experience remains as complete as possible while offering free exploration remains the challenge when creating such a virtual space.
Next steps:
Look into interfaces unique to VR, AR and MR
Check how interaction with VR, AR and MR may work
Research how to boost engagement and create intuitive interactions
Continuing the notion of my previous blogpost of understanding VR, AR, MR and XR along with their strengths and weaknesses, this post aims to also provide insight into the different problems one may be confronted with when designing for or engaging with these technologies on the regular and how to best solve them. At this point, it is necessary to mention already, that, while this blogpost will provide a broad overview about the different challenges one may face along with some possible solutions, it is in no way a complete guide yet, as my research into this topic is still ongoing and thus, incomplete.
Discomfort, accessibility and other challenges
To provide a widely accessible, engaging and also comfortable and immersive experience it is important to address a multitude of issues that the user may experience, when engaging with VR, AR or MR. By being aware of said issues as well as their implications to the experience and how to solve them, a much more complex and immersive experience can be created.
Motion sickness and other discomforts
Extended exposure to virtual environments, be it via VR, AR or MR, can lead to a wide variety of discomforts, when not handled and prepared for accordingly.
Simulator sickness, which is a special type of motion sickness, occurs, when our visual and vestibular system receive conflicting information. This can happen, for example, when the visual display or overlayed displayed object suggest rapid motion, but the user’s body senses no corresponding movement. The resulting mismatch in information can lead to disorientation, nausea and discomfort.
Furthermore, extended exposure to close-up virtual objects or displays can leade to both eye strain and general fatigue, as the eye has to constantly strain to focus. This strain may be even increased, if the eye has to constantly focus on rapidly moving objects or re-focus due to overlays, interfaces or similar displayed objects moving back and forth or rapidly in and out of focus.
Last but not least, when switching between AR and VR – which may mainly occur when working with MR solutions – ,but also when switching between AR or VR and the real world, user’s may experience a short bout of spatial disorientation. This may happen, when the transition between the virtual and the real environment is either to abrupt or not enough spatial clues are present in either the virtual or the real environment for the user to orient themselves. This can then cause disorientation, dizziness or short emotional distress.
Accessibility and impairments
Another thing to consider when dealing with artificial environments is accessibility for people with certain sensibilities or impairments. To create an inclusive and immersive experience, a number of challenges have to be considered.
As VR and AR experiences currently heavily rely on visual elements and their space cues, it is very easy to exclude users with visual impairments. Whether it be complete blindness, colour blindness or other similar disabilities, a number of things needs to be considered to make the experience as inclusive as possible. In a similar vain, people with auditory, cognitive or motor impairments may have trouble interacting with the created environment as well. Be it challenging motion-based inputs, complex interfaces, information overload or lack of adaptability, users may find an interaction to be needlessly challenging for them and thus feel excluded from the experience, unless ample consideration is given. This, of course, is also true for users with special sensory sensitivities, such as to bright lights, loud sounds or intense vibrations.
As such, accessibility needs to always be considered when designing in and for such environments.
Possible solutions and their integration
These considerations may seem challenging and / or limiting at first, however, they can also be understood as a chance to create a more immersive, comfortable and holistic experience for the user. When designing virtual environments, it is important to constantly question oneself, whether or not ample consideration for the described challenges has been given and remember some of the solutions described below.
Comfort and customisation
To increase the user’s long-time immersion, and comfort while doing so, a number of small changes and customisation choices can already make a huge difference.
One such change is in how the software is structured in the first place. To give an example, by including different options to adjust volume or brightness of the headset, but also providing different levels of haptic feedback, the whole experience can be customised to fit people of different sensibilities. In the same vein, allowing for the adjustment of the displayed colours or sounds or adding audio descriptive elements can also provide more inclusivity for people with auditory or visual impairments. Following this approach, the chance of motion sickness occuring can also be decreased, by allowing the user to choose settings such as movement speed, field of view and add comfort vignettes, that allow the user to find settings, that minimise their overall discomfort when being exposed to VR or MR environments for an extended amount of time.
HaptX haptic feedback gloves
Sony’s accessability controller, compatible with the new PS5 and PS VR
Another way to increase comfort would be by making adjustments to the hardware and how the user may engage with it. Using headsets with reduced latency or the currently trending inside-out tracking, for example, can both reduce motion sickness by boosting the sense of being present within the current environment and also reduce the weight and thus discomfort the user is exposed to long-term while interacting with the digital environment, be it AR, VR or MR. Similarly, combining modern headsets with custom accessibility controllers or even haptic feedback gloves, a variety of different modes of interaction can be provided, that could potentially lead to a more inclusive environment. A few solutions hereby would be tracking gestures of different body parts and allowing for gesture or voice controls as alternative input methods for people unable to use more conventional controllers or adjusting the haptic feedback to provide more or less information depending on the user’s other sensory capabilities.
Control and adaptability
To conclude the described solutions, providing the user with a maximum amount of control, thus allowing them to adapt the experience to fit their specific needs, can greatly boost both inclusivity and immersion. This may seem like an obvious conclusion, at a glance, but the fact that there is still new technologies and ways being developed to create an even better immersive experience for the wide variety of user needs hints at the opposite. As such, it is paramount to always consider your targeted end user while developing and frequently question yourself not only how to best experience a created environment, but also the challenges some users may face when doing so and to react accordingly.
Next steps:
Look into immersive environments and how to create then
Check methods of engagement and interaction within these digital environments
To explore one of my possible research topics further, this blogpost will look into the strengths and weaknesses of virtual, augmented, mixed and extended reality systems as well as their exact definitions and current technological trends, to gain a better understanding of which system / technology to use in future endeavors when going for different experiences.
VR vs AR vs XR/MR – a comparison
To better understand the difference and similarities between the different technologies, it is first important to understand their definitions as well as their strengths and weaknesses. For this reason, a short overview will be provided.
Virtual Reality (VR)
Virtual reality creates a computer-generated environment that immerses the user in a completely digital, three-dimensional space, often experienced through specialized VR headsets, providing a sense of presence and interaction within the virtual world. The user, thereby, is completely seperated from the real world and any stimuli they experience is completely computer generated. As a result, it usually allows for a much deeper immersion than the other solutions researched in this blogpost, but has its own strengths and weaknesses to be aware of.
Strengths:
Offers a completely immersive experience, perfect for training, gaming and simulations
Can easily create spaces, that are not accessible normally and / or provide space where normally there would be none
Can be used in healthcare, especially in therapeutic applications, to provide immersive therapy, exposure therapy, pain management and rehabilitation
Weaknesses:
Isolation from real world may cause emotional distress (solitude)
Needs special equipment, that may be costly and / or not readily available
Augmented Reality (AR)
Augmented reality overlays digitally created content onto our real world, enhancing the user’s perception of their surroundings by integrating computer-generated information such as images, text, or 3D models into the real-time environment. These are typically viewed through devices like AR glasses, tablets or smartphone screens, though in recent years, more applications have surfaced. Especially in the automotive industry, heads-up displays also make use of AR to display necessary information directly to the driver while projecting said information directly onto the windshield.
Strengths:
Real world information overlay, that relays information in real-time and provides additional input
Allows for hands-free interaction, which allows the user to engage the digital content while also staying aware in the real world
Useful for product visualisation and trying out products before making a buying decision
Weaknesses:
Limited field of view, especially on smartphone screens or tablets
Mobile dependency means less computing power, limiting display performance and causes need for optimisation
Mixed Reality (MR)
Mixed reality combines elements of both virtual and augmented reality, allowing digital and physical objects to coexist and interact in real-time. It seamlessly blends the virtual and real worlds, and allows switching between them, enabling users to engage with both types of content simultaneously. While this, of course, can provide difficult to understand with at first, it also allows for a much deeper influence of the user’s perceived reality as a result.
Strengths:
A high level of versatility, as it combines both VR and AR, it allows for a broader range of experiences to be created
Enables both in-room and virtual connection, communication and collaboration
Can, same as VR, be used in a wide variety of industries for training purposes, while also allowing for direct testing in the real world in AR
Weaknesses:
Different technologies and their implementation can cause performance and optimisation issues, posing technical difficulties
Cost of adaption currently still very high, especially when compared to pure VR or AR solutions
Extended Reality (XR)
Finally, extended reality is an umbrella term, encompassing VR, AR, and MR. It referes to the spectrum of immersive technologies, that extend, enhance, or blend reality. XR is a comprehensive term covering the entire range of experiences, from completely virtual to fully augmented. It aims to offer a holistic approach to immersive technologies. As such, it comes with all of the previously strengths and can, if used correctly, mitigate some of their weaknesses. The opposite, when used incorrectly, is also true, however.
Current trends and technologies
While of course, the market around VR, AR, MR and other technological solutions like that is constantly evolving, it is still important to understand the general direction of these developments in order to better understand them and work with them. As such, some of the most important ones will be listed here.
Stand-alone, wireless VR, AR and MR headsets without the need for external trackers:
HTC recently presented their new inside-out tracker, that would allow for inbuilt-tracking on a multitude of existing 3rd party headsets
While some of the previous generation’s systems still require for external trackers / tracking stations to be set up or for the headset to be connected to a PC via cable in order to ensure a smooth and immersive experience, current trends have since begun to diverge from that. The current trend seems to be to offer stand-alone, wireless VR, AR and MR solutions without the need for a seperate computer or similar unit for calculations, that also offers tracking via inbuilt sensors instead of external stations. The tracker shown in the picture above, for example allows for complete controllerless tracking of a person’s arms, legs, torso and even head, all by attaching it to the limb in question and up to 8 trackers can currently be used together to provide a smooth and easy experience.
Hybrid systems:
Both the Apple Vision Pro and the Meta Quest 3 offer hybrid solutions when it comes to VR and AR.
While there are still certainly solutions, that focus on either VR or AR in particular, MR seems to be the much more common trend, with passthrough headsets becoming more and more widespread. This is especially obvious when looking at both Apple’s recently released Vision Pro, but also Meta’s Quest 3.
Wider application in everyday life:
When looking at the adaption rate of VR, AR and MR solutions, it quickly becomes apparent that the possible applications for it have skyrocketed. While originally more of a niche development, nowadays a wide variety of experiences are offered, ranging from immersive nature documentaries, sport events, games, movies and more. Furthermore, with both the increasing variety of headsets to choose from and their increasing calculation power comes a lower price – except for the apple solution, of course – with an also increased quality in the experience, making the technology much more accessible in everyday life.
Next steps:
Look further into different XR solutions and their respective issues
Research essential tools for creating immersive virtual environments
Check methods of engagement and interaction within these digital environments
