The document discusses Accenture's research into how virtual reality (VR) can impact user engagement, influence, and knowledge retention. Accenture conducted a study comparing static images, online photospheres, and mobile VR apps for presenting information about a national park. They found that more immersive VR experiences led to higher ratings for user engagement, influence to visit the park, and feeling the experience was a sufficient replacement for being there. Specifically, VR increased engagement by 18%, influence by 16%, and sufficiency by 15% compared to more passive media. The conclusion is that beyond just gaming, VR can provide meaningful benefits for applications that aim to educate users and influence behaviors.