Interesting articles about VR – week #8

Virtual reality has potential to add new dimensions to marketing

Is virtual reality the next big thing in marketing and advertising or are its advocates due for a painful dose of true reality? 
Virtual reality (VR) is the computer- and camera- generated creation of a seemingly real, three-dimensional experience using electronic equipment, such as a helmet or goggles containing a screen. In some instances, for example by using gloves with sensors, it’s possible to manipulate objects and perform actions in this simulated world.

---

Domaining in the Virtual Reality Space: VR Domain Investments

If you have been watching lots of Hollywood movies, you must assume that virtual reality has been around for the past 40 or 50 years! However, in spite of all the technological advancements, movies and books over the years on the subject of virtuality, true immersive and high quality virtual reality only arrived in 2016!

---

The eSight 3 is an augmented reality headset designed to help the legally blind see

At first glance, eSight’s headsets look a lot like any other VR or AR gear out there. But while most virtual reality systems are built to make digital worlds more realistic, the eSight aims to do just the opposite, using augmented reality headsets and digital technology to help bring the real world to individuals who are legally blind.

---

Why VR Analytics is Important ?

Analytics for apps or websites currently do a great job of letting you know the problem. They can assimilate the information about the user’s journey. How long were they using the content, how far ahead were they and when did they stop using it. However, it still begs a basic question, why did they drop off? We are left guessing and making the most probable conclusion.

---

8 VR MARKETING IDEAS: FROM PORTOFOLIO IN VR TO SOUVENIR IN VR

Only 8% of marketers are currently using VR marketing, but the results? Phenomenal. A little flashback. Years ago, some business felt like they didn’t need a web page because they thought it wasn’t important. See what’s happening today. If your business doesn’t have a web page, it’s like you’re missing a big part of your business. Now, a new technology has finally arrived, and it’s called VR. Don’t want to repeat the same mistakes, some companies, such as McD, Volvo, The New York Times, Thomas Cook, Virgin Holiday, have finally adapted VR marketing into their business.

---

Beaming the ‘Matrix’ into Your Eyes: Otoy CEO on the Future of Real-time Lightfield Rendering

At Unity’s Unite keynote in November, Otoy’s Jules Urbach announced that their Octane Renderer was going to be built into Unity to bake light field scenes. But this is also setting up the potential for real-time ray tracing of light fields using application-specific integrated circuits from PowerVR, which Urbach says that with 120W could render out up to 6 billion rays per second. Combining this PowerVR ASIC with foveated rendering and Otoy’s Octane renderer built into Unity provides a technological roadmap for being able to produce a photorealistic quality that will be like beaming the Matrix into your eyes.

---

Share HoloLens Holograms With Microsoft Spectator View Cam

Stepping into a virtual or augmented reality is a wholly singular experience; no two people will follow the exact same path. Which is great if you’re hawking a video game or interactive movie.

---

This Augmented Reality App Tells Indigenous Stories in Canadian Cities

Adrian Duke showed me his phone while we stood outside Vancouver’s Skwachàys Lodge. An animated raven popped up to tell me the story behind this boutique hotel, which houses Indigenous artists and their works. The raven was modelled on a commissioned painting by Garnet Tobacco, whose other paintings are on display inside the gallery.

---

Let’s turn off Magic Leap’s mixed-reality hype machine

There is vaporware and then there’s oh-shut-up-and-just-release-the-damn-product-ware. The latter is what many have come to think of when the name Magic Leap is mentioned. And with good reason. Founded back in 2011, the hype train for what many believe is an augmented reality headset or glasses company left the station around 2014. Since then, the company has racked up investments from the likes of Google and others amounting to over $1 billion, as well as tantalizing testimonials from high-profile names who have tried the technology and have indicated that it’s so impressive it may change computing forever.

---

Valve ‘comfortable’ if virtual reality headsets fail

Gabe Newell, head of the game studio, made the statement in an interview with news site Polygon.
Valve is co-developer of the Vive VR headset with phone firm HTC.
Mr Newell said, so far, interest in the technology was in line with its expectations and that some VR games had already sold well.

---