How AR & VR technology are changing the gaming & retail industry and its new trends

Authored by Avanish Agarwal, Consulting CMO, Zoreko

Augmented Reality (AR) and Virtual Reality (VR) technologies are transforming industries in exciting ways. The most notable change is witnessed in the gaming and retail sectors. These technologies completely revamp how customers interact with goods and services, elevating and improving the user experience. Here, we study how AR and VR are changing various sectors and identify the new themes motivating these developments. 

Augmented Reality (AR) and Virtual Reality (VR) 

Augmented and Virtual Reality are immersive technologies that enhance or create new experiences. Augmented Reality (AR) does this by combining digital information with the real world. Virtual Reality (VR) does this by generating a completely digital environment. AR overlays digital content like images, text, or 3D models onto the real world. This is mainly done through smartphones, tablets, or AR glasses. Virtual Reality allows users to engage in a completely immersive digital world. VR doesn't work like AR, as VR doesn’t rely on the real world but instead creates a complete, 360-degree virtual experience. 

The Impact of AR & VR on the Gaming Industry

• Engaging Gaming Experience

AR and VR technologies are transforming the gaming industry by creating more engaging and interactive gaming environments. Audiences get to engage in innovative gameplay experiences with AR and VR. This creates a memorable impact on them.  Virtual Reality (VR) technology allows users and players to fully enter a virtual world. This helps the players interact and engage with other players and the environment as if they were in person. VR can produce engaging gaming experiences that go beyond traditional screen-based gameplay. 

Augmented Reality (AR) technology uses mobile devices to incorporate digital elements into the real world. Players use their smartphones to interact with virtual characters and objects displayed in real-world settings. 

• Social Interaction

Within gaming communities, both AR and VR are improving social interactions. VR platforms allow players to go beyond 2D or 3D features and allow them to socialise and interact with other players in real-time, in a virtually built real world. This makes the experience feel more communal, and builds strong relationships. Similarly, augmented reality (AR) games encourage players to collaborate and compete in shared physical spaces, promoting social interaction in real-world settings.  

The Impact of AR & VR on the Retail Industry

• Virtual try-on and Fittings

Augmented reality (AR) is changing the retail industry completely. From providing virtual try-ons and fittings to using AR in their stores. Customers can see how things look before purchasing. For example, some AR apps allow customers to try on cosmetics virtually, making sure they select the right shades and products.  Similarly, many retailers use AR to help buyers picture how furniture and other items will fit and look in their homes, lowering the uncertainty of making big purchases online.  

• Engaging Shopping Experience

Virtual Reality (VR) technologies are creating engaging and realistic shopping experiences that combine the convenience of online shopping with the physical sensation of actual stores. Like a real store, VR stores let customers explore aisles, engage with merchandise, and purchase from the comfort of their homes. Virtual reality fashion shows and virtual stores have been introduced so customers can explore and shop in a completely virtual world. This approach improves customer engagement and also provides a fresh way to experience products and brands.

• Improved Customer Service

AR and VR technologies are also improving customer service and personalisation in retail. When customers scan items, AR applications show them real-time product information, including specifications and reviews. With increased access to information, customers are enabled to make well-informed decisions. Virtual reality is being used for personalised shopping assistance and virtual retail tours. Retailers can design virtual reality (VR) spaces where clients can get personalised advice and support from virtual sales agents. The level of personalisation improves the shopping experience and creates deeper connections with customers.

Emerging Trends in AR & VR Technology

AR and VR technologies are shaping the future in their fields. AI incorporation is improving augmented reality (AR) and virtual reality (VR) by providing more individualised and interactive experiences. The introduction of 5G technology offers faster and more consistent connectivity. This gives smooth AR and VR experiences with instant data processing and sharp visuals. Innovative technology also gives an effortless cross-platform connectivity resulting in a single-user experience. 

There is also an emphasis on sustainable and ethical practices. Within AR & VR development, ensuring ethical supply chains and reducing environmental impact is paramount.

AR and VR technologies offer new opportunities for engagement and creativity, improving the gaming and retail industries. However, these technologies need consistent innovation to continue improving these sectors. By creating immersive experiences for a discerning audience, they enhance the retail and gaming experiences.

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.