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#009

AR Theme Park Experience: Shenzhen Happy Valley

Happy Valley theme park brought in 2,000 AR glasses to create a comprehensive immersive experience

AR theme park
(Image source: Shenzhen Happy Valley)

In 2019, from 11th October – 17th November, Happy Valley Shenzhen brought augmented reality (AR) to their theme park. Introducing 7 AR themed areas, 9 thriller experience halls, 2 trendy AR play areas, and 10 performances, integrated with elements and characters from popular movies and mobile games such as Identity V, Eudemons Online, and New Ghost Story, to attract visitors. A large-scale EDM festival “Reality + AR” (真人+AR) was held for 4 weeks, from 18th October – 17th November, giving visitors a chance to experience two worlds coming together in one stage.

The AR experience had a total of 2,000 tickets for sale, retailing at RMB199 (~SGD39), which sold out within half an hour after the park opened up its ticket sales.  

The Shenzhen Happy Valley AR Experience

(Introduction to the park map. Image Source: Shenzhen Happy Valley)

The AR glasses that players are wearing can detect their current location, triggering the corresponding AR experiences in these particular locations. For examples, players may see Sadako and the Headless Man at the Chaowan Campus, and they can see the Chainsaw Killer and bony skeletons in the Western World. In addition to that, there are various actors dressed as these monsters, scattered all around the theme park, creating a mixed reality experience of virtual and real-world “monsters”, creating more thrill and excitement for the players.

(Booths to collect the AR glasses. Image Source: Shenzhen Happy Valley)

(Image as seen through the AR glasses. Image source: Shenzhen Happy Valley)

The two most popular features of this immersive AR experience are the “AR Orphanage Ghost Story” and the “AR New Ghost Story” experiences. The AR Orphanage Ghost Story unfolds in an immersive 4D cinema, where bizarre events occur, and it is up to the players to solve the mystery and complete the story. The AR New Ghost Story recreates scenes from the original movie, incorporating hidden surprises to discover, transporting players into a new world where the virtual and real-world items are intertwined and indistinguishable.

(AR New Ghost Story. Image Source: Shenzhen Happy Valley)

The AR Doomsday Battlefield creates an immersive AR interactive shooting experience. Players take on the role of sharpshooters, tasked with shooting virtual zombies in front of them. Players use ultimate skills to attack a large surrounding area, or call out shields to protect themselves from incoming attacks, constantly moving, dodging, and attacking, to destroy all enemies.

(AR Doomsday Battlefield. Image Source: Shenzhen Happy Valley)

When fully charged, these type of AR devices can be experienced for around an hour. When the battery is almost depleted, an automatic reminder pops up. In addition to the service booth for the redemption and return of the AR glasses, Happy Valley Shenzhen has also set up 5 charging stations across the park, which is a short 10-minute walk between each charging station. Using a concept similar to the GOGORO electric scooter charging station, players simply need to replace the depleted battery for a new one, and continue enjoying their AR experience.

(AR glasses battery station. Image Source: Shenzhen Happy Valley)

The Shenzhen Happy Valley AR Experience: Behind the AR Glasses

This AR experience was a collaboration between Shenzhen Happy Valley and Pacific Future. The CEO of Pacific Future, Li Jianyi said that there are more AR experiences to be launched in the future, and they are working on incorporating more interactive content.

According to VR Tuolo, the AR glasses launched by Pacific Future have an official Field-of-Vision (FOV) of 52 degrees, a screen resolution of Full HD 1920X1080, and supports gesture recognition, object recognition, AI, 3D human motion capture and other functions. This processor uses Qualcomm Snapdragon 835, with a RAM of 4GB, 64GB storage capacity, battery capacity of 4700mAh, and runs on the AMglass SDK developed internally by Pacific Future. As one of the first large-scale commercial applications of AR glasses, the specifications of the hardware were good, and the event was a running success.

(AR glasses used in Shenzhen Happy Valley. Image source: VR Tuoluo)

AR Theme Park Experience: AR Ghost Ship for E-DA Theme Park

(Image Source: E-DA Theme Park)

There are also examples of amusement parks in Taiwan that have upgraded the theme park experience through the integration of AR. E-DA theme park in Kaohsiung upgraded their 5D Ghost Ship into an AR Ghost Ship, where visitors use the marq+ app to scan the QR code prior to boarding. The mobile is transformed into a radar detector, which help during the exploration of the ghost ship. As they are exploring, visitors receive calls from ghosts, and discover the hidden stories and secrets as they pass through the different cabins.

AR Theme Park Experience: Creating a New Experience

There are many benefits of integrating AR technology in theme parks, these include:

  1. Creating new scenes within existing areas

Through the use of AR glasses or even AR interactions on visitors’ own mobile devices, the existing surrounding areas of the theme parks can become an entirely new world through AR lenses, seamlessly linking real people and objects with virtual ones, achieving a combination of virtual and real-world interaction.

 

  1. Simplifies the navigation process

As theme parks generally occupy large areas of land, there are many indoors and outdoors facilities, where visitors sometimes find it hard to navigate. This is where AR comes in, integrating with Location-Based Services (LBS), not only accurately determining the location of visitors, but also allows visitors to figure out the location and direction of different attractions in a simple and intuitive way – no more getting lost while trying to navigate across the theme park! Visitors can also communicate with the information desk, who can provide real-time answers to any questions they may have.

 

  1. Exclusive events generate hype and interest

The rides in theme parks don’t normally change, and sometimes visitors may be hesitant to return because they have already experienced it before. The launch of exclusive, limited-time events, especially one combined with AR, provides an incentive for return visits to gain a new experience. This also catches the eyes of new visitors, creating new business opportunities.

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#008

VR Games - What's the deal?

See popular VR games that have captured the hearts of millions worldwide

VR games - Ready Player 1
(Image Source: Screengrab from Ready Player One)

Since the release of Ready Player One in 2018, people were encapsulated by the immense capacity of the Oasis to develop a simulated new world for players, catapulting VR games into the public limelight.

In reality, the VR gaming market has been a longstanding development for many gaming platforms, as everyone wants to be the first in the market to create a new ecosystem – a new reality, using immersive VR technology.

Here are some popular VR gaming providers:

  • The SteamVR platform allows programmers and developers to design and upload their own content on Steam, where players can then search and access a growing library of VR games. It is compatible with several VR headsets such as Valve Index, HTC Vive, Oculus Rift, and others, making the VR experience more accessible.
  • Gaming powerhouse Sony introduced their PlayStation VR (PSVR) headset, which was designed to be fully functional with the PlayStations 4 and 5, which means that players are more willing to splurge on this “extension” to their existing console.
  • HTC’s Viveport Infinity plan offers players limitless access to over 1000 VR games, apps, and videos, with a monthly subscription.
  • Oculus, in addition to manufacturing various VR headsets, also launched their own VR platform which houses several VR games, many of which are exclusive to the Oculus headsets.

How many people are playing VR games?

In the beginning of 2020, Sony announced they had sold over 5 million units of PSVR globally, since they launched the headset. Valve reported that Steam has reached 90 million monthly active users in April 2019. At the rate of growth, we expect this number to reach 100 million users today. According to the hardware survey results released in June 2020, almost 1.3% of Steam users have a VR headset, with Oculus Rift S being the most popular choice for players on this platform.

(Image Source: PSVR) 

According to a report by NewZoo, there are around 2.6 billion mobile gamers in 2020. Although the number of VR gamers are considerably less than mobile gamers, we need to keep in mind that the barriers of mobile gaming are relatively low, whilst VR gamers need to invest a certain amount in hardware to be able to play the games. Most VR games are pay-to-play (P2P), developed, and of a higher quality, very different from the vast majority of free-to-play (F2P) mobile phone games in the market, where players need to pay for in-app items to progress.

On the other hand, VR equipment is constantly evolving. Game manufacturers and developers are continuing their efforts in developing VR games and content. If you are keen in learning more about VR, games are a good way to start! It’s great timing to pick up VR gaming, and Steam has even compiled  a yearly list of best-selling VR games for players, so you know where to start.

How many VR games are there?

Sony announced that as of last year, there are around 500 PSVR games in the market.

Tera Nguyen, producer of Carnegie Mellon Entertainment Technology Center, also highlighted in a report that as of March 2019, there were a total of 2,788 VR games available on Steam.

(Source: Data collected from Stream, Steamspy)

In addition to the VR games on the HIVEPORT and Oculus platforms, you can play a different game every day, and still be able to discover new games after 10 years! Needless to say, there are more and more exciting games being launched every day.

The most prominent VR games of 2019

Marvel has been active in the VR gaming sector, where Marvel Powers United VR was launched on the Oculus platform in July 2018, where players can embody various superheroes from the Marvel universe such as Hulk, Thor, Spiderman, Captain America, and many others!

After garnering many fans’ attention with the announcement of Marvel’s Iron Man VR, Sony finally launched the VR game on the PSVR in July 2020, where players have total control of Tony Stark’s famous Iron Man gear.

Did watching Avengers: Endgame make you want to enter the Marvel world and fight crime alongside fellow superheroes? You can do it easily with the power of VR!

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#007

AR Makeup – An Interactive New Advertising Experience

AR Beauty Try-On campaign – an innovative makeup campaign in collaboration with YouTube 

Google is one of few brands that are the key driving force behind AR innovation, only recently introducing AR makeup functions in their search results, allowing users to view and interact with 3D models of certain animals when they search via Google. One of their more interesting additions is AR Beauty Try-On which launched on YouTube around 2019, which aimed to tap on the well-known beauty gurus and their vast audience on the platform, creating an attractive experience that is also practical to them.

Before making a makeup or skincare purchase, many consumers often search on YouTube and see what the influencers and beauty gurus say about these products. Thus there is an influx of brands collaborating with these YouTubers, as an effective communication channel, to reach their targeted consumer groups. With the AR Beauty Try-On function, consumers can try AR cosmetics while watching videos on YouTube, with the ultimate aim of creating a new type of interactive advertising through this experience. As consumers watch the YouTubers unpacking specific brands of cosmetics, there is a “virtual makeup” function which allows them to see how the lipstick, for example, looks on their face.

(Image Source: VRSCOUT)

Compared with regular, non-interactive advertising videos, AR Beauty Try-On taps on artificial intelligence (AI) and AR to provide different products for consumers to try on, so they see how these colours reflect on their different skin tones, creating a more realistic experience for the consumers. Around 30% of target consumers tested the “virtual makeup” AR function during its trial period, spending an average of 80 seconds trying on different lipstick colours. However, it is undetermined whether the interest and attention is due to the products experience, or because this advertising experience is something new and never-before seen.

Compared with non-interactive advertising videos, AR Beauty Try-On relies on AI and AR augmented reality technology to provide products for trial use in different skin tones, making the consumer experience more realistic. Youtube iSO has 30% in the test process Of people used the AR interaction of “virtual makeup try-on” and spent an average of 80 seconds trying lipstick colors. However, it is still unclear whether such attention is due to this application is still a new way.

Despite its Alpha launch, it can still be accessed on Famebit by YouTube, and MAC Cosmetics is the first brand to be partnered with the AR Beauty Try-On. As the future is moving towards a virtual, contactless direction, we foresee that more brands will start using AR integration in their makeup and skincare offerings in the coming future.  

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#006

How is AR used in shopping?

Breaking free from the gaming industry, AR is widely used to enhance the e-commerce experience

(Image Source: IKEA Place) 

Augmented Reality applications in our everyday lives is becoming more and more well-rounded. No longer limited to the gaming industry, it has now expanded and integrated into various other industries, especially with the adaptation of AR shopping. 

Sometimes we daydream about redecorating our bedroom, living room, or a particular corner in the house, reflecting our personal style and creativity in these rooms. However, the convenience of e-commerce now means that people don’t normally get to physically see the items that they are intending to purchase, unless they go down to the stores. Seeing a physical item is important, especially if it is furniture, to properly determine whether the design, size, and placement is appropriate for the interior of the room. This problem is easily solved using AR technology.

IKEA Place | AR Shopping

Take IKEA for example, launching their IKEA Place app for Android phones during the fall of 2017. Developed using Apple and Google’s augmented reality development tool – ARKit and ARCore – making IKEA one of the pioneers of AR furniture shopping.

IKEA Place is relatively easy to use – simply make your selection of furniture on the app, then the selected furniture shows up on the screen, and you can “view” it directly in your room. You can also zoom in to clearly see what kind of fabric and colours are used. This feature is best used with larger furniture types such as sofas, coffee tables, and dining tables, and to date there are around 2,200 pieces of furniture available from IKEA’s catalogue.

GrokStyle | AR Shopping

GrokStyle, which was acquired by Facebook early last year, is a website that uses artificial intelligence and visual search technology to help users shop for furniture. A similar form of technology is adopted by IKEA and used in the IKEA Place.

GrokStyle works with other retailers, allowing users to identify and search for similar products by pointing their mobile cameras at the furniture, or search by uploading an image. Similar products are shown, and users can directly be taken to the site to make a purchase. 

Shopify AR | AR Shopping

(Image Source: Shopify) 

Shopify opened its retail platform to the world, launching Shopify AR which can be run on the Safari browser on iOS 12, allowing users to view products in augmented reality, and see an accurate depiction of the size, proportions, and details of the products. Sellers on Shopify can use the 3D Warehouse app to create 3D models of the products, which they can then link to the stores, which is then easily accessed by users, giving them a unique AR shopping experience.

Houzz | AR Shopping

(Image Source: Houzz) 

Houzz is a platform for home decoration and design, seamlessly connecting users, interior designers and contractors. Users can directly reach out and communicate with designers and contractors using this easy-to-use platform. In addition to that, they can also review and share their experiences with these vendors, as well as exhibit the final results of the renovations.

Taking it one step further, Houzz launched their AR “View in My Room” 3D tool, which allows users to browse and select floor tiles that catch their eyes, and see how it looks in real-life according to scale and direction. At the same time, users can find out how many tiles are needed to fully cover the entire floor area without need for manual measuring. After the overlay is done, users can directly place an order to purchase – hassle free home renovation!

From IKEA to Houzz, the addition of AR services into this e-commerce shopping experience is essentially the same as the “try and buy” system that we are so used to. This reduces the fear of getting a different item from what you saw online; reduces the gap of trust and understanding between the seller and consumer; and strengthens the convenience of communication between both parties. Even without someone to assist with the shopping process, consumers can easily and accurately determine whether or not the product suits their needs.

This technology is applied not only to home furnishing e-commerce sector, but many other industries have adopted this tried and tested way to bring a convenient, new shopping experience to consumers.

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#005

Immersive Reality Marketing: 7-Eleven’s Fall Football AR Campaign

A central part of their strategy is the concept of ‘always-on’ AR, designed to delight customers and deliver continued high-quality value-added immersive experiences for users by maximising their impressive range of brand partnerships. The consistency of activations establishes a strong relationship with customers, rewarding regular app usage as well as store visits and, crucially, ensuring it is never considered a novelty feature.

7 Eleven AR Campaign

Goals of AR Campaign

For the Fall Football campaign, the goal has remained the same: to drive interest towards 7-Eleven’s partners’ products via engaging experiences, as well as driving sales in-store via 7Rewards points.

Strategy of AR Campaign

The Fall Football activity continued the ongoing success of their ‘always-on’ AR campaign, which included activations for Pepsi, Dr. Pepper, Doritos, Red Bull, Reese’s, BODYARMOR and the Deadpool 2 franchise, all having a major impact on app downloads. By June 2019, the app had over ten million engagements across 30+ mini-games. The key was to continue this success, by ensuring that users kept returning to the app whilst also attracting new customers by targeting different markets – in this case football fans.

Strategy-wise, the team wanted to create a timely experience that capitalised on a major social event, to draw interested users to the 7Rewards app. The retailer wanted to keep users engaged with the app, thus incentivising customers to visit their retail locations to spend their 7Rewards points.

Fall Football launched to celebrate the start of the NFLs sporting season, under the theme ‘Get Game Day Ready.’ The campaign featured a virtual avatar of Dallas Cowboys quarterback and 7-Eleven brand ambassador Dak Prescott, created via an innovative digital full-body scan. The virtual Dak featured in many of the mini-games as well as guiding customers through the experiences. By using immersive technology and the notion of football celebrity, the app was able to tap into an emotive time for fans of the game.

The campaign included several AR activations that rolled out between September and November, including:

— A re-design of the app menu to incorporate AR elements, where Dak Prescott speaks to the player;
— An AR field goal challenge, where players kick footballs through goal posts placed in the real world;
— A photo feature, where fans can take a selfie with virtual Dak.
— A mini-game where fans customise the look and end zone dance moves of their avatar
— A trick-shot game where players help Dak Prescott shoot and knock over branded bottles.

AR Campaign Execution

To encourage gameplay, a virtual Dak Prescott appeared in the app to introduce the new games, activities, and awesome selfie features available throughout the season. Along with Dak’s celebrity, mini-games that allowed photos or videos to be shared on social media also helped to drive additional interest in the app, resulting in more users over time. It also incentivised players to keep returning to the app to discover new mini-games as they were released.

The app benefitted from the AR implementation, immersing customers in the 7Rewards app as they engaged with the games and collected 7Reward points. Innovation-wise, AR kept users interested and playing consistently. By making the content fun and engaging, users were incentivised to return to the app and collect further points that could be spent in 7-Eleven stores.

Campaign Results

The Fall Football Campaign successfully brought new customers to the 7Rewards app and converted users into retail footfall. Across all five mini-games, the app had:

— More than 2,700,000 scans over six months
— More than two minutes dwell time on the app
— More than 600,000 videos and photos shared
— More than 117,000,000 7Reward points generated that were spendable in-store

The key takeaway from is that consistent updates via engaging immersive AR experiences helps to form a tight bond with customers, creating a positive relationship that works over multiple years to drive trips and transactions.

“7-Eleven is customer-obsessed, constantly delivering unique and exciting experiences for customers,” said Sr. Director of Digital Product Management, Sajjad Khan, “We wanted to push what’s possible with AR, creating a timely campaign that surprised and delighted our consumer base. Our Fall Football promotion has been one of our most popular campaigns ever, and over 35 million 7Rewards members can take advantage of the fun and value the AR games offer. We look forward to providing customers with even more experiences of the future as we continue to innovate, research and develop.”

#004

Nintendo Labo VR Kit – Reaching New Heights with VR

Through VR, Nintendo Labo opens up a whole new world of creativity for players of all ages alike

(Design your own VR game with the Labo Toy-Con Garage VR. Image source: Nintendo)

Despite their initial apprehension towards VR, Nintendo announced their foyer into the VR realm in April 2019, introducing the Toy-Con 04 VR Kit.

Cardboard VR kits are nothing new, as Google Cardboard has been doing it with a relative amount of success since their introduction in 2014. However, what sets Labo apart is the play aspect of it – the DIY assembly that builds up to the VR experience.

Nintendo Labo Toy-Con 04: VR Kit​

The Toy-Con 04: VR Kit is the most immersive and comprehensive Nintendo Labo kit to date – containing not only the Toy-Con VR Goggles, but also the Toy-Con Blaster, Camera, Elephant, Bird, and Wind Pedal, as well as a programming tool which allows players to create their own VR games and experiences.

(Image Source: Nintendo Labo)

Similar to the rest of Nintendo Labo’s offerings, the Toy-Con 04: VR Kit is enjoyed through first, building the thick cardboard consoles, then inserting the Switch console to experience. The only difference now is that this is to play VR games. After assembling the VR goggles and other accessories, enter the virtual world of VR through the window view, and watch the toys come to life.

Nintendo Labo Breakdown

The Nintendo Labo VR Kit is the fourth release in the Labo series, encapsulating a full storytelling experience from its name, to its penchant for creative expression.

Origins of the Name

When Nintendo first announced Labo, many wondered how they decided on the name, and whether it was derived from “labroratory”. Turns out, they were right! Nintendo intended for Labo to be thought of as a “labroratory”, driving the brand towards positive impressions such as creation, learning, and experimentation.

Sharp-eyed players also noted that they are branded as Nintendo Labo, and not Nintendo Switch Labo, remaining hopeful that in the future, Nintendo Labo may branch out to become an independent brand, instead of being part of the Switch family.

Nurturing Creativity

The concern for many parents is that most video games may be too violent or too addictive for their children.

Labo aims to disassociate from that viewpoint, stimulating children’s brains during the assembly process then allows them to integrate their own creativity to play the assembled “toys”. For example, the Nintendo Labo Variety Kit is the best kit for beginners, because it includes several different Toy-Con options for DIY building: two RC cars, a fishing rod, motorbike, a house, and a piano, keeping children occupied as they take a hands-on role in building the toys that they will play.

AR Campaign Execution

To encourage gameplay, a virtual Dak Prescott appeared in the app to introduce the new games, activities, and awesome selfie features available throughout the season. Along with Dak’s celebrity, mini-games that allowed photos or videos to be shared on social media also helped to drive additional interest in the app, resulting in more users over time. It also incentivised players to keep returning to the app to discover new mini-games as they were released.

The app benefitted from the AR implementation, immersing customers in the 7Rewards app as they engaged with the games and collected 7Reward points. Innovation-wise, AR kept users interested and playing consistently. By making the content fun and engaging, users were incentivised to return to the app and collect further points that could be spent in 7-Eleven stores.

Nintendo – Creating the Perfect User Experience ​

From the early days of their red and white Famicom, we have watched Nintendo expand to the Game Boy family, and the first motion detection console Wii, to the handheld 3DS capable of displaying stereoscopic 3D effects, to their current, but definitely not their last release – the Switch. Nintendo continues to redefine the gaming industry with their modern creative vision.  

In this era of technology, where manufacturers are repackaging similar content, thinking of ways to get you to open your wallet, Nintendo comes out with innovative, new product lines like Labo, triggering the nostalgia of discovering new games for the first time.

As kids, we were natural adventurers, doing what we did best at that age: play and explore. Despite not having technologically advanced toys, as kids do now, we used our imagination, creating a whole new world of epic battles and adventures with just two figurines and our limitless imagination. Each of us were the designers of our own games, with the sky being the limit to our creativity. This is where the spirit of Nintendo shines through, allowing us to make our own toys, and create our own games through their Labo series, which awakens our forgotten nature to play, create, and explore. Their way of providing entertainment not only comes from the glory of levelling up and exploring new levels in game, but also from the ability to create a new world through our imagination.

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#003

Augmented Reality Smart Glasses – Are they the Future?

What’s the deal with AR Glasses?

Our first impressions of AR glasses are probably from the first generation of Google Glass, announced way back in 2013. It generated an uproar of interest before going public, but was quickly dismissed by the general public after its launch. However, after Google launched their AR glasses, many other companies picked up on this trend, and began development of their own version of the AR glasses. Google can be considered as the pioneer of this technology.

Google Glass (Image Source: Wikipedia)  

Why are corporations investing in the development of AR glasses?

After Google, there have been a multitude of corporations that launched their version of AR glasses. Among them include Microsoft with Hololens, Snapchat with Spectacles, Magic Leap with Magic Leap One, and many more. Apple mentioned that they are working on two AR project, including an AR headset to be released in 2022, as well as a sleeker pair of AR glasses in 2023. Google Glass also launched their second-gen Enterprise Edition 2 in May 2019, and opened it up for direct purchase early 2020. Google also recently bought North, a company focused on building AR glasses, leveraging on North’s technical expertise to continue improving Google’s Glass. According to Google Glass project lead, Jay Kothari, there was “strong demand from developers and businesses who are interested in building new, helpful enterprise solutions for Glass.” It is safe to say that AR glasses are being reviewed in a new light since its introduction and lukewarm reception in 2013.

We predict a future where AR glasses and visual search engines become seamlessly integrated, with AR glasses tapping on to Google’s image search in its seemingly infinite database of information, to provide another convenient method of information search. See an item of clothing you like, and immediately search and compare similar styles, without having to manually search using keywords and descriptions. A visual search may also provide a more accurate search result compared to a manual search.

As we’ve noticed, mobile phones are becoming thinner and more borderless over the years. One reason for this is to reduce the boundary between the virtual and real world. Mobile phone manufacturers strive to make phones borderless, to fulfil our subconscious need to merge the best of both worlds, allowing users to better experience this new, augmented reality outside of the screen of their mobile devices. With this trend, we believe that AR glasses may one day even surpass smartphones in the sense that it allows the user to be directly transported into this virtual environment without being limited to the screens of our mobile devices. AR glasses give users a wider field of information, with the freedom to view and interact with information directly overlaid on real-world items. In the future, we might even be able access AR, switching from virtual reality back to the real world with just a simple click of a button, like how we take a break from our phones by putting it aside. Our smartphones may even be used to control the AR devices, as technology becomes more integrated.

Nreal Light AR glasses (Image Source: engadget)

Current Issues with AR Glasses

1. Privacy

After Snapchat announced the launch of Spectacles – their camera-equipped sunglasses that can easily take photos or videos and seamlessly upload them on Snapchat, YouGov reported that almost 50% of people surveyed worry about being around someone wearing the Spectacles, as they were worried about privacy concerns. Which was partially what the first-gen of Google Glass struggled with, where some corporations have even prohibited the use of Google Glass in their offices.

British TV series Black Mirror touched on this irrational fear in their episode The Entire History of You (S01E03), featuring augmented reality “eyes”, where fragments of their daily lives and people in their surrounding areas are consistently recorded and stored away, ready to rewatch at any time.

2. Price

The first-gen Google Glass cost around US$150 to manufacture, but their market price is almost ten times the cost, at a whooping US$1,500. Although the manpower and hours put in its development is undeniably expensive, the price is too steep, becoming a major deterrent for consumers to purchase the gear to try at their leisure. Now, the second-gen Google Glass retails at around US$999 onwards, which is still a little over budget for leisure use. Perhaps in the future, as smartphones and AR glasses become more heavily integrated, AR glasses may become more widespread, leading to more developers investing in its research and development.

3. Security

When you wear AR glasses, virtual information is overlaid onto the real world, which may cause users’ attention to be distracted. Similar to when you play Pokemon Go, there are constant pop-ups which remind users to pay attention to the safety of your surroundings. AR glasses also have safety concerns in this regard. How AR glasses can prioritize and highlight dangers in the real world is an important question that developers need to answer.

With that being said, many companies are working on development and research in AR glasses now. We are hopeful that these tools will push AR to an even bigger platform, and make it as mainstream as smartphones and smart watches.

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#002

How is AR Used in Our Lives?

Showcasing 3 examples of how AR enhances our lives through virtual doodles, art, and photography.

Living in the golden age of the Internet, most of us are heavily dependent on technology to work, socialize, and receive all sorts of information and entertainment. In recent years, immersive reality technology has developed rapidly, with many industrial applications of augmented reality (AR), virtual reality (VR), and mixed reality (MR) technology becoming more and more extensive. It is becoming increasingly difficult to separate the reality from the virtual, especially when the integration of immersive reality technology is ever-evolving, seamlessly fusing the real and virtual worlds, creating a new future that lies beyond your wildest imagination. 

AR technology is becoming more prevalent in our communities today, as AR brings about benefits to everyone that uses it. We introduce 3 apps that can brighten up your life using AR technology. 

1. Just a Line

Just a Line lets you inject some fun and make your daily lives more whimsical through adding little doodles in augmented reality. Share your creativity with your friends and family anytime, anywhere, and record your creations with a short video.

The world is your canvas!

2. Google Arts & Culture

Google Art Selfie - AR

(Image Source: Google Art & Culture) 

Google Arts & Culture features content from over 2,000 leading museums across the world, bringing the almost comprehensive online art gallery directly to your fingertips, letting you browse famous collections anywhere.

Two applications in particular feature the use of AR: Art Projector, and Art Selfie.  

(Image Source: Google Art & Culture) 

Art Projector lets you display any painting, true-to-size, right in front of your eyes. Simply allow the camera to map the position of your room, then select where to display the painting. Decorate your living room with Vermeer’s Girl with a Pearl Earring, or display Van Gogh’s Irises in your bedroom!

All the artwork in the database are high-resolution, so freely zoom in and out to appreciate every little detail. 

(Image Source: Google Art & Culture)

Snap a selfie, and launch Art Selfie from the Google Arts & Culture app. The app will search for similar artworks in the vast directory. See how you look in different portraits and styles from different artists across the times.

3. Beauty Cameras

(Image Source: Meitu) 

Everyone should be familiar with beauty cameras, especially in recent years. Meitu offers dozens of built-in filters and makeup functions that are applied through augmented reality technology. Enhance your natural beauty through lovely filters.

As augmented reality becomes increasingly integrated into our lives, we are expecting the introduction of more AR apps in the near future, creating new experiences for everyone. We look forward to what’s to come next.

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#001

Augmented Reality – Beyond the Pokémon Go Phenomenon

Immersive reality to experience a new reality.

Beyond the Pokémon Go Phenomenon

Living in the golden age of the Internet, most of us are heavily dependent on technology to work, socialize, and receive all sorts of information and entertainment. In recent years, immersive reality technology has developed rapidly, with many industrial applications of augmented reality (AR), virtual reality (VR), and mixed reality (MR) technology becoming more and more extensive. It is becoming increasingly difficult to separate the reality from the virtual, especially when the integration of immersive reality technology is ever-evolving, seamlessly fusing the real and virtual worlds, creating a new future that lies beyond your wildest imagination. 

Immersive Reality – Market Situation

The immense power of immersive reality technology lies in its ability to effectively overlay information in the real world, using a virtually guided, augmented reality navigation to operate and function. In the very beginning, AR was mainly used in the gaming industry. 2016 came, and Pokémon Go burst into the scene, creating a global frenzy for Pokémon hunting, as well as a renewed interest in AR technology applications.

Today, AR integration has expanded past the gaming industry, into a plethora of various other industries. According to market analytics platform Digi-Capital, it is estimated that in 2023, global use of immersive reality technology will reach a market size of US$80b – US$90b, 70% of which, is accounted for by the AR market, which includes gaming, entertainment, finance, social media, manufacturing, and many other industries that benefit from incorporating AR in its business models. Apple CEO Tim Cook expressed enthusiasm in the future of AR technology: “My view is it’s the next big thing, and it will pervade our entire lives,” and it is increasingly becoming a reality, where AR is fully permeating into our daily lives, creating an environment filled with imagination. For example, incorporating LBS (Location-Based Service) into a virtually guided shopping experience turns a regular shopping experience into something new and exciting, or using facial recognition that allows you to don various accessories, or turn into different characters to create a new reality.

Immersive Reality – Benefits of Use

1. Experiential Marketing

Today, the entirety of the product experience plays an important role in influencing our decisions. Using experiential marketing, companies can allow these products can tell their own stories that can resonate with consumers, and capture their interest.  The overall design and integration of technology is essential, with immersive reality technology being one of the best methods to deliver experiential marketing. In addition to providing engaging, second-layer information to consumers, the element of fun and interactivity can be easily added, making the product experience an unforgettable one.

2. Communication

Any industry can benefit from the many strengths of immersive reality technology to design visual and highly interactive AR/VR applications. These applications are effective in translating the brand message or product information to the general public, especially in industries such as entertainment, culture, tourism, and retail, where consumers are overwhelmed with the amount of generic product information communicated to them. Using immersive reality technology, brands and their products can tell a story customized to the target audience, creating that emotional connection and creating a more lasting impression. 

3. Innovation

With the establishment of new retail concepts, multi-channel approach to sales are constantly being introduced and fine-tuned. Under this diversified business model, a combination of different technologies such as artificial intelligence (AI), big data analysis, immersive reality technology, and others may be integrated and offered. However, the consumer behaviour still commands utmost importance while considering these new technologies. The element of entertainment is the key experience factor, and is what encourages consumers to keep interacting with the brand’s products, to fully understand the story its telling, and to share their product experience with people around them, generating a new network of engaged consumers.

4. Cost Reduction

Immersive reality has a wide range of applications, and can be tailored for use in industries such as food & beverage (F&B), retail, housing, transportation, education, entertainment, and many more. A great example of immersive reality applications is exhibitions in museums, which is cost effective for both the museum and its visitors. Museums can showcase various types of relics using augmented reality, providing additional information beyond what’s available, and projecting the relics in 3D, where visitors can engage with these items directly, without worrying about causing damage to the relic. In addition to that, visitors can also enjoy viewing these relics without any distance restrictions, easily accessing and navigating using their personal mobile devices, reducing the need for the museum to purchase and maintain hardware.

Immersive reality technology is the basis of evolving the current consumer behaviour, bringing forth changes in creating a new experience and a different way of thinking. Through having an open mind, we can discover new sectors to expand into, creating new values for companies and consumers alike.

Immersive Reality – AR, VR, and MR defined

Learn to differentiate between these 3 technologies with our simple guide!

With the constant advancement of hardware and software, immersive reality technologies such as augmented reality (AR), virtual reality (VR), and mixed reality (MR) that we constantly hear about, are also evolving by the day. During an interview with Apple CEO Tim Cook, he said that AR is “a big idea like the smartphone.” It is definitely plausible that these technologies may one day become as integrated into our lives, as the smartphones in our hands.

So, what exactly is AR, VR, and MR? How does one differentiate between these technologies? And how are they affecting our lives?

Immersive Reality | What is Augmented Reality (AR)?

Augmented reality uses a camera to take in the real-world environment, combining it with image recognition and positioning technology, layering virtual enhancement objects such as graphics, audio, and digital information into the real-world that we live in. This way, users can simultaneously see the real-world, as well as the projected virtual objects.

Taking the example of Pokémon GO, where random Pokémon suddenly appears right in front of players’ eyes. The Pokémon in this case, is the virtual object, generated by the program. Thus, AR is the surrounding environment we see right in front of our eyes, and the virtual Pokémon shown on the mobile screen at the same time, in real-time.

Immersive Reality | What is Virtual Reality (VR)?

The virtual reality experience involves hardware in the form of a head-mounted display (HMD) to completely cover the visual range of the eyes. The user cannot see the surrounding environment, and is completely immersed in the virtual world shown by the head-mounted display. They use the operating controllers to interact with objects within the virtual world.

Immersive Reality | What is Mixed Reality (MR)?

Mixed reality generally involves hardware in the form of a head-mounted display (HMD). But in this case, users can still see the real-world surrounding areas, with virtual objects appearing in the environment. MR emphasizes on the integration of real-world elements that is the core of AR, with the immersion and virtual interaction elements that make up VR, presenting the best of both worlds, perfectly integrated in one compact solution.

Looking at the above example of the Dragon Battling MR game, players wearing a head-mounted display sees a flying dragon in their surrounding environment. Using gestures or a controller, players launch magic attacks on the dragon, and run around to avoid the flames shooting from the dragon’s mouth. In a truly integrated environment, the real and virtual world are tightly wound together, making it difficult to distinguish one from the other.

How to distinguish between AR, VR, and MR

To summarize the above definitions of augmented reality, virtual reality, and mixed reality, the simplest difference is that with AR and MR, the real-world environment is still visible during the experience, whereas you cannot see your surrounding environment during a VR experience; whereas MR is a combination of AR and VR, with emphasis on a more immersive AR experience, paired with the immersion and interactivity of a VR experience.

Recent developments and challenges of AR, VR, and MR

Since the introduction of AR technology, this stubborn issue revolving around “how to affix the virtual object in the real-world” has always been around, because only through a stable positioning, do we truly have that feeling of a fully integrated virtual and real world. Presently, one of the more stable positioning technologies is mainly image recognition, and other positioning algorithms such as facial recognition, SLAM (simultaneous localization and mapping), indoor positioning are still in the continuous process of being developed and updated.

As head-mounted displays play an integral role in VR, the biggest issue is the weight and comfort of the head-mounted display. Think about it, no one wants to continuously wear a bulky, heavy helmet just to escape into the virtual world for a short while. Only through reducing the weight and optimizing the comfort levels of the gear, can the use time be extended, allowing users to experience a more comfortable and enjoyable journey into the virtual world.

As MR combines the characteristics of both AR and VR technology, it isn’t hard to imagine the challenges faced in the application of MR technology in real-world solutions. However, we are confident that over time, as AR and VR overcome these prevailing issues, MR can be integrated with many current technologies, providing a new type of immersive reality experience for the general public.

Current applications of AR, VR, and MR technologies

In terms of use cases, AR is the more popular choice among the three, mainly used for commercial purposes, but also in branding, gaming, navigation, and so on. Using AR to enhance the real-world surroundings, step into a time machine and watch as the history of these surrounding areas unfurl right in front of your eyes.

Presently, VR is mostly used in games and training simulations. In the case of training simulations, reduce time taken for practicing, avoid the dangers of hands-on training, and save on expensive equipment and training costs – all you need is a head-mounted display. After practicing in the virtual environment, seamlessly carry out duties by performing a test in real life. It is as simple as that.

MR is still in the adoption phase, as it requires a higher cost of hardware, development, and application, as well as a more complicated systemic process, which results in fewer applications of MR technologies in the general market. However, international companies like Microsoft and Magic Leap have introduced a lot of plans for the future. We are hopeful that MR will be widely accepted by the general public in the near future.  

The future of immersive reality technology

Whether it be AR, VR, MR, or other emerging technology, the singular most important challenge is how the technologies are applied. Remember, back in the days when smartphones were just introduced. How could we have imagined that all major and minor parts of our daily life such as messaging, shopping, learning, transportation, news, and many others, can be easily done with just a few taps on our smartphones. The same applies for these emerging technologies. We are looking forward to see how they can be integrated into our lives.

As technology constantly evolves, what kind of vision do you have for the future?

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