Extended Reality: VR, AR, MR and the Metaverse for Brands

Extended reality: VR, AR, MR and the metaverse for brands

Overview

What is extended reality and how does it apply to brands? In this MERGE Madrid talk, Deusens explains the technologies that make up extended reality —virtual, augmented and mixed reality— and the concept of the metaverse, with real use cases in heritage, training, entertainment and advertising, and the potential of platforms like Roblox.

What you'll learn

• What extended reality is: virtual, augmented and mixed reality
• Virtual reality: heritage, training (firefighters) and entertainment
• Augmented reality: 3D advertising and volumetric video
• Mixed reality: shared experiences and spatial computing
• The metaverse: its six characteristics and the interoperability challenge
• Brands and Roblox: the 3D social network and the new generations

Session summary

What extended reality is: Deusens explains that extended reality groups virtual reality (a fully virtual environment), augmented reality (3D elements overlaid on reality) and mixed reality (two-way integration between the real and the virtual), applicable across any sector.

Virtual reality cases: examples in heritage (the story of the Holy Grail), training (a system to train firefighters with aircraft rescue charts) and entertainment (a “pedal-powered” VR experience).

Augmented reality cases: turning a 2D ad into 3D, or creating volumetric video to take a photo with a digitized player or view trophies, innovating in advertising marketing.

Mixed reality cases: shared, synchronized experiences among several people (for example, telling the story of the paper mills of La Adrada) and spatial computing to interact with virtual elements.

The metaverse and Roblox: it clarifies that the metaverse is a single ecosystem (not “metaverses”) with six characteristics (persistent, synchronized, with an avatar, a functional economy, interoperable and full of content), still under construction due to the lack of interoperability; platforms like Roblox —with large user figures cited in the talk— work as a 3D social network where brands can build their identity.

Watch the full talk

Watch the full recording on MERGE's YouTube channel, with Deusens on extended reality and the metaverse for brands.

FAQs

What is extended reality (XR)?
According to the talk, the sector that groups virtual reality, augmented reality and mixed reality, applicable to any sector.

What is the difference between augmented and mixed reality?
According to the talk, augmented reality overlays 3D elements on reality, while mixed reality integrates the real and the virtual in both directions.

Why is Roblox relevant for brands?
According to the talk, because it works as a 3D social network with a huge audience, where brands can create experiences and identity.

Is the metaverse dead?
According to the talk, no: it is under construction, and platforms like Roblox or Fortnite already approach several of its characteristics.