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DIGITAL MARKETING NEWS

Google has VR in its sights with new acquisition

The potential for virtual reality technology gets a boost with Google’s recent acquisition of Eyefluence.

Judging by the recent launch of the Daydream VR headset, Google seems determined to make virtual reality mainstream by fusing Eyefluence’s eye-tracking tech with their augmented virtual reality displays.

A better experience is better for everyone

For the moment, VR technology lives primarily within the realm of hardcore gaming, but Google believes that a more intuitive VR experience is critical to broadening its appeal. The acquisition of Eyefluence shows that Google is looking to get the drop on its competitors.

Keeping track

Founded in 2013 Eyefluence pioneered a user interface based on the eye-brain connection, which enables vision-driven, intuitive eye-interaction. Eye-tracking enables users wearing head-mounted virtual reality or augmented glasses to use their eyes as a mouse, making selections only with their eye movements.

Amazing potential

Google hopes integrating the eye-tracking technology into its headsets will increase the scope of VR and AR by providing a more intuitive way to navigate and make selections.

Both virtual and augmented reality allow marketers to create immersive, impactful and memorable experiences and the success of Pokémon Go!, highlights the potential for mass appeal in the AR and VR space.

Learn with SMK W/C 4th July 2022

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SMK Labs running this week

Mon 4th July: Member Clinic from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts
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Tues 5th July: Member Clinic from 1 pm – 2 pm AEST

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Thurs 7th July: 2022 Social Media Strategy Optimisation, 10 am – 12 pm AEST

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Fri 8th July: Digital Design for Non-Designers: 10 am – 12 pm AEST

  • Module Three in SMK’s Digital Design for Non-Designers, helping businesses maximise creative results 

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