The evolution of Virtual Reality and Augmented Reality. Brand Marketing Case examples across industries including retail, travel, hospitality, medical, sports, journalism, music, movies, education and more. Plus the future for expanded reality (XR)

1. When will Virtual Reality
become Reality?
Rori DuBoff
Jez Jowett @

2. VR
industry
activations
The
future
of VR
1 2 3
Evolution
of
Virtual
Reality
Today & Tomorrow
2

3. Mass Media Revolutions
1500’s 1600’s 1700’s 1800’s 1900’s 2000’s 2014
VIRTUAL
& AUGMENTED
REALITY
3

4. 2009: OCULUS LAUNCH
Palmer Luckey, Aged 17, in his garage fixing phones, to buy HMD’s (head mounted displays)
Aged 19 (2011), employed as lab technician @ Mixed Reality Lab (USC) . Rift perfected.
Aged 20 (2012) Palmer meets John Carmack (Doom & Quake) online. Duct tape demo. DK1 (56k)
4

5. 2012+: KICKSTARTED
Aged 21 (2012) $2.5m Kickstarter. Surpassing goal by 947% 2014 DK2 launches March
May 2014: FACEBOOK $2.2 BILLION
5

6. “Virtual reality was once the dream of science fiction;
but the internet was also once a dream, and so were computers
and smartphones. The future is coming” - - Zuckerberg
6

7. The first time I tried the Oculus Rift
‘Crescent Bay’ demo, I went home and
immediately told my girlfriend, ‘This is the
most novel experience I’ve had in over
a decade.’ It’s a visceral experience.
EXPERIENCE IS BELIEVING
It’s like learning about a new function
of your body or something. It’s totally
surreal to be able to just trick yourself
into believing you’re somewhere else.’”
-Aaron Koblin, Founder of Vrse
7

9. “Predicted to scale 6 times faster than the i-phone”
The Next Web June 2015
VR is the next internet
9

10. Fully 360º immersive, computer simulated
world. Feeling of Presence’ – where you are
physically inhabiting the space you are seeing 10
An added layer of digital content super-
imposed onto the real world; doesn’t
replace the world that you are experiencing
Virtual Reality Augmented Reality

12. “Augmented reality and virtual reality will generate
$150 billion in revenue by 2020”
– May 2015 Fortune.com (AR $120bn, VR $30bn)
Billion Dollar Business
In the future : BLENDED REALTIES
12

13. GOOGLE CARDBOARD
Low cost ($5) & portable
Android & 360 video
Conferences/marketing
13

14. SAMSUNG GEAR
Portable w/Samsung mobile
Galaxy Note 4, S6, S7
Oculus platform
$100
14

15. HTC VIVE
Valve = Steam (125m active)
Room scale (Lighthouse)
Open Standard + USB
Release Q4 2015
15

16. SONY PLAYSTATION VR (MORPHEUS)
PlayStation 4 compatible
Huge customer base (22m)
Existing technology (Move)
Release 2016 Q2
16

17. Oculus Rift & touch
New Oculus release
Release Q1 2016
17

19. VR
industry
activations
The
future
of VR
1 2 3
Evolution
of
Virtual
Reality
Today & Tomorrow

20. Travel - Teleporter
20

21. Immersive
Journalism
21

22. Education
22

23. Retail – VR shopping
23

24. Real Estate
24

25. Sports Training
25

26. Sports Events
26

27. Sports apparel

28. Automotive
28

29. Political News
29

30. 30
Movies

31. Music
31

32. Medicine

33. Video Games Industry
3d graphics, GPU technology,
audience reach, immersion,
multi-player, media $
Key Factors Making VR now a Reality
Smartphone Technology
Processing speeds, cost of parts,
better displays, gyroscopes,
accelerometers, IMU’s, media $
Technology Convergence & Compatibility
GREAT CONTENT + TARGETED PURPOSE
33

34. VR
industry
activations
The
future
of VR
1 2 3
Evolution
of
Virtual
Reality
Today & Tomorrow
34

35. Content Creators & Distribution Platforms
35

36. Content distribution – 360/VR
Google Chrome Experiments
Cardboard and online
https://www.chromeexperiments.com
Firefox MOZVR
for Oculus Rift
https://www. http://mozvr.com/
36

37. Shared Partnerships: Google & NYTimes
Over 1 million Google
cardboards distributed free
to NY Times subscribers
37

38. Spherical Video C.G.I.
38

39. Microsoft Hololens
Augmented Reality
Release Q1 2016
39

40. Magic Leap
40
Raised over $1Billion;
Projects a digital light
field into the user’s eye

41. Wearable
Technologies
- - -- - - -- - - -- - - - - -
Hand, Body, Face
Tracking
Motion capture
Depth Sensing
Body Sensors
Haptics – ‘Senseperiences’
41

42. 42
Physical Immersion

43. Social VR
‘Imagine sharing not just moments but entire experiences and
adventures. This is a new communication platform’ - - Zuckerberg

44. Will there be pre-rolls ? Post rolls?
Interstitials, roll overs and hot spots ?
Product placements? Pop up stores ?
Immersion AD breaks ? In-App ads ?
44
.. Advertising

46. It’s not a videogame peripheral. It can change people’s
perception of each other. Virtual reality will be a medium
of huge social change
It’s a machine, but through this machine we become
more compassionate, we become more empathetic,
and we become more connected, and ultimately we
become more human.”
- - Chris Milk, filmaker & founder of Vrse

47. The
future of
VR & AR
XR
EXPANDED
REALITY
blending VR & AR technologies,
merging digital & physical worlds
so they are indistinguishable