![]() Not unlike its cousin, virtual reality, many of the popular applications of AR so far have been in gaming. Pokémon Go, for example, allows its players to visualize catching monsters in their everyday surroundings, but even with the AR “mode” turned off, the game still depends on the user’s geographic location and the features of their environment in order to work. What makes an app an augmented reality app is that it adds something to your environment, but also depends on your environment in order to work. But just what is an ‘augmented reality app’, and what opportunities does it present for a new kind of marketing? What are augmented reality apps?Īugmented reality broadly refers to any type of visual or interactive experience overlaid onto your surroundings (thus “augmenting” them), and an augmented reality app is any app that features AR as its main premise. So it comes as little surprise that a new breed of mobile apps geared towards augmented reality has sprung into being. Whether through a game about catching digital monsters or a filter to transform your face, smartphones have proven the perfect tool to project an augmented reality onto users’ everyday surroundings. With the viral success of Pokémon Go in 2016, everyone was suddenly talking about the possibilities of AR and it now looks like it might be the next big trend in social media, with first Facebook and now Instagram showcasing innovative new uses of AR.Īt the center of the augmented reality revolution is mobile. Historically, it has always been mentioned in the same breath as virtual reality (the two are usually referred to collectively as “AR and VR”), but next to virtual reality’s almost mystical potential, it was sort of the awkward cousin that no-one quite knew what to do with.īut while VR is still finding its footing in the consumer market, AR has been launched into the limelight. Over the past couple of years, augmented reality has emerged from relative obscurity to become one of the hottest topics in marketing.
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