Augmented, Virtual and Mixed Reality Directory

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The Culture of XR Technologies

"‘People don’t buy products and services, they buy culture’ - Simon Sinek" The immersive technology industry does two things amazingly: Making impressive technology (The What), and memorable names (The Who). Oculus Go Quest and Rift, Vive and Vive Pro, Odyssey and +, Hololens, Lightwear, Teslasuit, even Labo VR. Inside out tracking, room scale, haptic suits, and more. It feels cool, advanced, cutting edge, and doesn’t matter in the slightest without the why. We as an industry have gotten so caught up in our own hype that we’ve lost sight of why. Why are we here? Because we’ve been here. Why did we start? For many of us, a little book about bringing every cultural phenomenon into a single shared virtual space. Who doesn’t want to climb Mount Everest with Batman, or get into a lightsaber battle with Darth Vader on board the Serenity while The Borg attack through the giant Stargate in space? Why - This is the core belief of the business. It's why the business exists. How - This is how the business fulfills that core belief. What - This is what the company does to fulfill that core belief. As shown in Simon Sinek’s golden circle, why is the foundation of a business’s existence, and their marketing. This, in its entirety, is what culture is made of. Why, How, and What, in that order. Three great examples of this done right in different ways are Pokemon Go, Beat Saber, and Superhot. Pokemon Go took an established franchise with a massive fanbase, and used XR technology to create a new experience that melded naturally with the franchise’s culture of being a normal person going on an adventure to capture and train adorable creatures. This prevented it from feeling gimmicky, and satisfied a long held desire of the fanbase effectively. Why - Giving...

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