As creative director and managing director of a XR Agency I've been hearing the same thing from people about VR or AR applications for ten years: "It's all very well, but ultimately it's just a gimmick." Why do many people find it so difficult to take XR technologies seriously from the outset?
A central problem is the question of which application people use when they first come into contact with XR experience. This first impression usually determines their entire perception of the medium. If I show dinosaurs, people believe them, XR The virtual rollercoaster is mainly used for spectacular visual experiences. A virtual rollercoaster ride, on the other hand, makes it difficult to imagine what simulations, scientific content or advertising concepts could look like.This challenge reminds me of my childhood experience with the medium of television. On Sundays, my grandfather always had Formula 1 or soccer on, which shaped my idea of television for a long time. It was only as I got older and had my own access to television that I became aware of its diversity. But without my own VR goggles remains the first impression that people have of XR often their only one.
The impression, XR technologies are particularly suitable for gaming, is largely created by large companies such as Metawho play the gaming market intensively. Meta and similar providers focus their marketing on gaming, as this is where they see the biggest use case and the greatest commercial potential. This gives the public the impression, XR is mainly limited to entertainment.
Many people encounter XR technologies with skepticism - and this skepticism is often the result of disappointed expectations. Expectations that were raised in advance by tech giants such as Meta or Apple were fueled by the people themselves. If you XR technology as a gimmick, it's often because you've heard a promise that wasn't kept. Anyone who buys a headset in the hope of getting into the Metaverse or to experience the "ultimate entertainment machine" is quickly confronted with reality - namely that many of these visions have not (yet) been realized in practice.
This is precisely the core of the problem: the manufacturers' exaggerated promises lead to a kind of collective disappointment. And this disappointment then rubs off on the entire medium. XR is no longer seen as a tool to be taken seriously, but as an overpriced technical gimmick with no real benefit. The problem is not the medium itself - but the discrepancy between expectations and real experience.
A particularly prominent example of the divergence between product promises and actual target group relevance is the so-called Metaverse. As Meta - When Facebook began propagating the vision of a digital parallel universe around three years ago, it was sold as the future of the internet. Users would meet, work, shop and live as avatars in virtual spaces. But even at the height of media attention, one thing remained conspicuous: there was no real target group.
Outside of pandemic times, the concept of meeting exclusively via avatars in an artificial world was not attractive to most people. The idea may seem fascinating in sci-fi novels or visionary concepts, but it remained unrealistic in the everyday lives of many users. The promised change failed to materialize - not least because neither technology nor social acceptance was ready at the time.
A similar problem can currently be seen in the Apple Vision Pro. Apple does not rely on the Metaversebut rather an all-in-one entertainment device. But here, too, the question arises: where is the concrete, tangible use case? The available media and apps are far from exhausting the potential of these expensive glasses. In both cases, the technology seems to be running ahead of the benefits. Manufacturers seem to have to submit use cases later - a circumstance that leads to skepticism rather than enthusiasm among consumers.
Because: The really useful applications for XR are often less spectacular, not particularly striking - and therefore difficult to communicate. They are often found in industry, training or rehabilitation. There is no "one use case" that applies to everyone. And this is precisely what makes marketing difficult: anyone who asks "What's in it for me?" expects a simple answer. This is the case with XR not. But there are many good, individual answers - if you look for them and formulate them correctly.
Despite their increasing use in medicine, education and industry, these serious applications usually remain hidden. This makes it difficult for many, XR as a tool to be taken seriously.
In social perception, there is often a hard division between "playful" and "serious". This boundary is usually seen as a strict distinction, with the playful often considered less valuable or even trivial. However, it is precisely this attitude that needs to be questioned.
Learning through play - or Gamification - should be taken seriously, because it combines fun and emotionality with profound learning success. When we are emotionally involved, we learn more intensively and sustainably and remember things better. Neuroscientific studies show that emotionally charged content is particularly deeply anchored in the memory. Playing is not just entertainment, but a natural learning process that is essential for our development from an early age.
Nevertheless, playfulness is often socially underestimated and misunderstood. This is because many people have a certain skepticism towards content that is only "fun" at first glance. This overlooks the fact that fun and emotionality are an essential component of effective learning methods. Games manage to make complex issues intuitively understandable and at the same time keep learners motivated.
It is crucial to break down these prejudices and make it clear that playful methods are no less serious or valuable than traditional approaches. Companies and educational institutions that successfully use playful elements clearly demonstrate that learning and fun do not have to be opposites. On the contrary, they complement each other perfectly and enable more effective, engaging and sustainable knowledge transfer.
A fitting example of the general skepticism and hostility to innovation towards new technologies, especially in Germany, is an article from 1984, published by Stiftung Warentest under the title "Disappointment is inevitable". At the time, it stated: "Not a single company in the home computer industry has given the American public a plausible reason why they should buy a home computer." Stiftung Warentest concluded at the time that there were no useful domestic applications for home computers. At that time, only about 5 % of German households had a computer - today it is 85 %.
The question that everyone has to ask themselves is: Do I want to invest in a technology once the use cases are already fully established and widespread? Or am I an innovator, a pioneer who boldly breaks new ground and creates new use cases for my business or brand? If you want to play it safe and prefer established methods, you are in the XR range may not be in good hands. Because XR technologies live from innovation, creativity and a pioneering spirit.
It is important to be realistic and honest about the potential and challenges of XR technologies to deal with. The possibilities of these technologies are immense, but at the same time there are technical and communicative stumbling blocks. Even I, as an experienced XR-Insider I regularly take the time to familiarize myself with new applications and developments so that I can continue to provide my customers with expert advice.
As managing director of Design4real I invite you: If you XR technologies in your company for advertising, training or other purposes, please contact me. I will advise you personally, openly and realistically. I will explain to you clearly what is possible, what it will cost - and just as honestly what is not currently working. Let's find realistic and innovative ways together, XR successfully.
XR stands for Extended Reality and includes technologies such as Virtual Reality (VR), Augmented Reality (AR) and Mixed Reality (MR). The term XR serves as an umbrella term for all immersive digital experiences.
The focus of large companies on gaming and entertainment gives the impression that XR is primarily intended for leisure and gaming. The wide range of professional applications often remain in the shadows.
These include training courses, product visualizations, simulations, virtual trade fairs and interactive brand and customer experiences.
Are you interested in developing a virtual reality or 360° application? You may still have questions about budget and implementation. Feel free to contact me.
I am looking forward to you
Clarence Dadson CEO Design4real
