Betting on the virtual

As real as life itself

In short

The augmented, virtual and mixed reality industry is expected to be worth around €160 billion in 2020.

They offer ever more immersive experiences, for all the senses.

They let you go shopping, place virtual furniture in your home, do job interviews, test-drive cars without leaving home, visit hotels or tourist attractions, attend a class, travel to the past... it makes connecting with consumers easier and can help with the purchase decision.

An experience (VR, AR or MR) that isn’t limited to entertainment and is becoming widespread with new-generation, low-cost headsets and cameras.

It means rethinking UX to adapt it to a new virtual environment: gestures, clicks, navigation, surroundings... everything is possible and everything changes in this universe.

Zorraquino spotlights

01
VR offers many possibilities, but still many challenges: its high price, the complexity of producing virtual worlds, the difficulty of designing those ecosystems, the isolation effect... increasingly easy to overcome, but they hold back its rapid development.
02
It also brings the challenge of offering meaningful content to give value to the experience, in every field: sport, concerts, learning...
03
Rapid technological developments and, above all, the push from companies such as Google, Facebook and Snapchat may make its adoption faster than expected.

More on the trend

References

Pages 38–51 of the report

Betting on the virtual

In short

Cases

More on the trend

References