How to decide whether your company should use AR, VR or gamification
start with the objective, not the technology. If you need to reach a lot of people with quick access from a mobile, augmented reality in the browser (WebAR) is usually the best option; if you need total immersion to train, demonstrate or create emotion, virtual reality; if you are looking for participation, data and repeat use, gamification. Often the solution mixes two of them.
Step 1. Define the objective
| Objective | Technology that usually fits |
|---|---|
| Reach lots of people with little friction | WebAR, browser gamification |
| Reduce doubts about buying a product | AR (visualisation), virtual try-on |
| Train people in practical tasks | VR (or AR on the job) |
| Demonstrate a large or complex product | VR, interactive 3D |
| Capture leads and data | Gamification (quiz, game) |
| Create a memorable impact at an event | VR, AR, games |
| Build loyalty and generate repeat use | Gamification, AR on packaging |
| Visit a remote or inaccessible place | 360º VR / 3D |
Step 2. Think about the audience and the touchpoint
- Where is your audience when they would come into contact? (home, street, shop, trade fair, workplace).
- What device will they have to hand? (their mobile almost always; a headset only if you provide one).
- How much time do they have? (seconds on the street, minutes at a trade fair, hours in training).
- How much friction will they tolerate? (scanning a QR code: little; downloading an app: a lot).
Step 3. Assess the content you have
- 3D / CAD models: they speed up AR, VR and configurators.
- Documented procedures: the basis of training.
- Brand and characters: the basis of gamification.
- 360º images and videos: the basis of immersive visits.
Whatever you do not have will have to be produced: that adds time and cost.
Step 4. Weigh up budget, timescale and risk
| Factor | AR (WebAR) | VR | Gamification |
|---|---|---|---|
| Typical relative cost | Low-medium | Medium-high | Low-medium |
| Typical relative timescale | Short-medium | Medium-long | Short-medium |
| Hardware needed | User's mobile | Headset | Mobile / screen |
| Reach | Very high | Limited (depending on equipment) | Very high |
| Depth of experience | Medium | Very high | Variable |
| Adoption risk | Low | Medium | Low-medium |
The relationships are indicative: each project is budgeted according to its scope.
Step 5. Check whether you really need it
Not everything requires immersive technology. Ask yourself:
- Would a video, a good website or photographs solve it just as well?
- What does interactivity add that a traditional medium would not?
- Will it be used enough to justify the investment?
- Do we have the capacity to manage it (equipment, content, measurement)?
If the answer is not clear, start with a small pilot.
Quick guide by case
| Situation | Initial recommendation |
|---|---|
| Online shop with many purchase doubts | Product AR / virtual try-on |
| Brand with packaging and a seasonal campaign | WebAR + gamification |
| Manufacturer with an important trade fair | VR or interactive 3D + a game to capture leads |
| Industrial company with high-risk tasks | Training VR |
| Retail with traffic to the shop | AR treasure hunt + voucher |
| Services with low differentiation | Quiz / game to capture leads and build loyalty |
Common combinations
- AR + gamification: games on the packaging or in the environment.
- VR + 3D: demonstration at a trade fair and a configurator on the website.
- AR + training: assistance at the workplace.
- Gamification + VR: challenges and scores in simulations.
How to move forward
- Write the objective and the metric.
- Choose a technology hypothesis and an alternative.
- Set out a limited pilot.
- Measure and compare with your data.
- Scale if it pays off.
To formalise it, see how to create a business case and how to write a brief.
Key ideas
- Decide by objective, audience and touchpoint.
- AR reaches more people; VR gives more immersion; gamification generates participation and data.
- Assess available content, budget, timescale and risk.
- Question whether a traditional medium would be enough.
- Start with a pilot and measure.
Frequently asked questions
Which is the safest option to start with?
WebAR or a browser quiz/game usually involve less risk and a shorter timescale.
Can I combine several technologies?
Yes, and it is often the most effective approach.
What do I do if I do not have 3D models?
They can be created; allow for that in timescales and budget.
How do I know if it pays off?
With a pilot and a metric defined in advance.
More guides on this topic
AR vs VR vs XR: what is the difference?
What AR, VR, MR and XR mean, how they differ, which devices they use and what each one is for in business. Comparison table and examples.
How to create a business case for immersive technology
How to build a business case for an augmented reality, virtual reality or gamification project: problem, solution, costs, benefits, risks and pilot plan. With a structure.
How to measure the ROI of immersive experiences
A framework for measuring the return on investment of AR, VR and gamification experiences: objectives, baseline, attribution, total costs, direct and indirect benefits, and time horizon.