Broadcast AV, Digital Signage, Live Events / Performance Entertainment, Business of AV

What is Extended Reality?

Extended reality is a universal term that covers augmented reality, mixed reality, and virtual reality—but there's a lot more to it.
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What is Extended Reality?
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Extended reality (XR) is a universal term that covers augmented reality (AR), mixed reality (MR), virtual reality (VR), and other forms of immersive technologies that are currently being created.

"Extended reality is where you get the intersection of the real world and the digital world," said Jake Rowland, group head of business EMEA, Igloo. "Where it becomes reality is at the point that you can sufficiently trick the brain through digital, immersive experiences, that you’re actually somewhere else. It exists on a spectrum of immersion and presence (the feeling of actually being there). And you can achieve that immersion and presence with virtual reality headsets or with shared immersive spaces where groups of people are physically in the experience together."

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LAVNCH [CODE] serves technology enthusiasts with the emerging technology news and advice they crave—covering extended reality, experiential advertising, virtual production, and more!

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