Last month was a whirlwind for the augmented reality industry, with the Augmented World Expo, Apple's Worldwide Developers Conference and an exciting Magic Leap Twitch live stream, all finished before the June ideals. Now that we have the chance to digest everything, we have a real sense of where the augmented reality industry will go.
Elsewhere, the old guard at Mobile AR, Snapchat, has broken new ground in partnerships for its augmented reality
What's Next for the Augmented Reality Industry?
While many of you were surfing and lounging on a sandy beach or trying to figure out how to make up for the work of sky-high summer temperatures, Next Reality Adario Strange talked to all the companies that make Augmented Reality what it is today is.
His best opportunity came during the Augmented World Expo (AWE) conference in Silicon Valley in June. From tiny startups traveling from Asia to big players who have worked for AR for years, these companies all came together on one side to attend the largest gathering of AR experts in the world.
After collecting all the biggest heads in AR together in one place for several days of insider chatter, rumor and speculation mixed with very real products, what have we learned? A lot, actually. Continue reading to to find out where augmented reality is going, and who is the driving force …
![Market Reality: Snapchat Gets Recreational & the tech industry unveils how it plans mainstream AR [19659008] Image by Adario Strange / Next Reality </em></figcaption></figure>
<p><strong> REALITY BITES: </strong> One of the obstacles that hardware manufacturers are putting on to bring mainstream augmented reality wearables to market is the aesthetics. How can we create smart glasses that people really want to wear? The answer may lie in the success stories of tech companies that partner with fashion brands. </p>
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Snapchat Brings AR Experience to Disney, Universal and Six Flags Amusement Parks
As if you're riding roller coasters and meeting your favorite cartoon characters Amusing enough, Snapchat enhances the fun with Augmented Reality in the world's leading theme parks this summer.
According to a corporate spokesperson, Snapchat now offers Geofenced Snapchat lenses at Disney, Universal and Six Flags / Warner Bros. Parks. The lenses that reflect the intellectual property of each parent will be available in the carousel as soon as the users enter the participating parks.
REALITY BITES: As head of Oath's immersive content team RYOT Studio Mark Melling believes that interactive content is the future of storytelling. But he warns colleagues that the random augmented reality in a marketing campaign can do more harm than good. Melling goes into great depth about how to make AR content that does not upset consumers.
Snapchat works with Serena Williams for AR mini-game
With the inaugural round at Wimbledon, one of four major professional tennis tournaments On Monday, Snapchat will be offering a tennis mini-game with augmented reality.
The game challenges worldwide users and their 3D Bitmoji avatars to join the digital doppelganger of superstar Serena Williams, who forms Snapchat's first celebrity partnership for an interactive 3D Bitmoji Lens
Continue reading for more about the mini-game and how it fits into Snapchat's sports marketing strategy …
![Market Reality: Snapchat Reveals Free Time and the Tech Industry as Mainstream AR Plans [19659023] Market Reality: Snapchat Becomes Leisure and the Tech Industry shows how it is mainstream AR](https://img.reality.news/img/10/00/63666470317100/0/market-reality-snapchat-gets-recreational-tech-industry-reveals-plans-mainstream-ar.w1456.jpg)
REALITY BITES: Augmented Reality Continuation We want to achieve more to spread news, rather than just promoting publications. This is good news for the companies creating AR content. The latest example is from The Economist augmented reality gourmets Kabaq invited to build a Snapchat lens to accompany the story. While publications such as the New York Times create their AR content internally, other media may decide to outsource The Economist .
Every Friday, Next Reality reviews the latest headlines from the financial side of Augmented and Mixed Reality. This weekly Market Reality column includes financing announcements, mergers and acquisitions, market analysis and the like. In previous editions of Market Reality you'll find more news that you might have missed.
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