As of 2021, it is estimated that 77% of millennials and 81% of Gen Z considered themselves ‘gamers.’ The growing sophistication of VR equipment, coupled with decreasing costs, has seen exponential growth. As the technology has advanced, interest in it as a commercial tool has grown.Įxpansion of the gaming industry: Gaming has been a flagship industry for consumer interest in immersive experiences. Immersive technology, particularly AR and virtual reality (VR), has been around for a surprisingly long time the first VR head-mounted display system was invented over 50 years ago, in 1968. Why all the interest in immersive experiences? The journey should be sensorially thrilling and engaging, driving interaction with the brand on a personal level. Immersive experiences need not be only AR they can be used to pull the consumer into another world - real or imagined, reassuringly familiar or stimulatingly new - enabling them to manipulate and interact with their environment, configuring it to suit their taste. Multiple brands are investing in technologies that will create an immersive world for the consumer to explore. Impressive though they are, however, such tools do not even scratch the surface of the possibilities imagined by the next generation of immersive-experience technologies. Now, Ikea customers can design entire rooms with Ikea furniture and décor through its AR app, IKEA Studio. The application was able to realistically render true-to-scale 3D products with 98% accuracy, meaning less guesswork on the part of the purchaser and less chance of disappointment (and potentially a return) when the real furniture arrives. When IKEA’s augmented reality (AR) app, Ikea Place, launched in 2017, users were able to see how the chair or sofa they were considering would look in their own homes.
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