Reaching out and touching the virtual world
Virtual reality is more than just a technology, it is a technological driven process of weaving a virtual environment around the fabric of our perceived reality. That process looks to hijack our senses one by one as it envelops us in an alternative space. However touching these virtual worlds always seem to be just out of reach – until now.
Much of the technological focus over the past few years in the consumer market has been on weaving the virtual environment around a user’s eyes and ears with our other senses having relatively feeble attempts at bringing them into a mainstream light. This saw a dramatic change earlier this year with the announcement of HTC Vive’s trackers.
These small puck shaped trackers can be easily attached to pretty much any object bigger than the size of a cup allowing VR developers the ability to bring real world objects into the virtual world. Currently only available to development studios like Glitch, these game-changing devices are expected to be available to the wider consumer in 2018.
“So what?” I hear you say.
Well, this means when a user reaches out their hand in a virtual reality space, they are going to be touching something. Touching, holding or picking up a real world object and interacting with it. This is pretty big stuff when you start to imagine what you could do with it; a user could be reaching out to grab a handrail, or perhaps feeling the edge of a chair before actually sitting down, opening a real door by holding the door knob, or even picking up a bottle before drinking from it. The opportunities are endless and its an exciting proposition for product branding in virtual reality.
Branding & marketing are not new industries to jump into using virtual reality to engage with their target consumers, however up until this point virtual reality only allowed the user to step into the world of the brand constrained to awkward ways of interacting with it such as using gamepads and controllers.
Now not only are users able to “live the brand” in a virtual reality experience, they are able to interact with it, pick it up, feel it, even eat/drink it as naturally as they would a real world object. For marketing products through virtual reality this unlocks the doors for marketers to create not just the world around their brand but bring their product into the virtual world in a way that allows the user to reach out and touch it.
Stay tuned to hear more about how Glitch is pioneering into this new realm of interaction for our clients over 2018.