Augmented reality appears thunderously in consumers’ life during the 2016 summer with Pokémon Go. If the game itself has run out of steam, the facts that users appropriate the technology so quickly, and their staggering number, are the symptoms of a key trend for brands: augmented reality can generate business.
As for virtual reality, it keeps developing thanks to the devices’ "democratization" that makes these technologies more and more affordable, cheaper to produce for advertisers, and from we can already perceive a potential business model.
What value can brands create from these technologies? Where virtual reality plays the immersive experience, augmented reality plays the participatory one; finally do we have to choose?