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The past decade has seen increasing hype surrounding the adoption of virtual and augmented reality - and more recently mixed reality. As these technologies enter the consumer space, brands and agencies should take note of the different opportunities and limitations - technological, social and financial - before integrating such technologies into their marketing strategies.

Definitions

Virtual Reality (VR) is an artificial, computer-generated simulation or recreation of a digital environment. It completely immerses the user, making them experience the simulated reality first hand, primarily by stimulating their vision and hearing, but increasingly also by enabling movement within the 3D environment and in some cases even touch.