Six years ago, the film Ready Player One was pure science fiction. (if you’ve never seen the film, catch a glimpse of its premise and living, breathing virtual world in this quick clip)

 

Since then, immersive technology has evolved by leaps and bounds, internet speeds have accelerated tremendously, and related technologies (like generative AI) have come into the picture. It also helps that companies like Meta promote the idea of virtual worlds. Instagram is readying us for virtual versions of ourselves with avatars, even if they’re in a very nascent, caricature-like stage of development, far from the protagonist’s emoting, expressive avatar in the film.

 

Even the pandemic played a catalyst in a way because it forced upon the world the idea of virtual interactions. Moreover, extended lockdowns demanded the creation of virtual interaction platforms that would make online interactions at par with real-life ones. So, virtual interaction became commonplace.

 

It’s safe to say that the stage is set for interactive, immersive experiences. In this blog, we explore how social connection is evolving with the help of these interactive, immersive experiences.

 

What interactive immersive experiences are out there

 

VR Entertainment Platforms

 

These platforms function very much like social media platforms, with their main purpose being social interaction, communication, and conversation. Users participate in the form of their avatars and entertain themselves (or partake in entertaining activities with companies) in virtual environments.

 

A prime example of a VR entertainment platform is VRChat, which some refer to as “the ‘Metaverse’ people actually like.” On this avant-garde social network of sorts, people create avatars as they see fit and then hang out in user-generated worlds and attend events. The platform supports voice chat and “gestures,” where real-world actions correspond to similar actions in the virtual world.

 

If VRChat is sounding a lot like what the metaverse promised to be, it’s because it is. Meanwhile, Meta Horizon Worlds seems to be an early version of what the brand’s Metaverse promises to be offering, with cafés and nightclubs to socialize at, sports grounds for games, comedy clubs for entertainment, and more. Another platform, Rec Room, describes itself as a place to “chat, hang out, explore millions of player-created rooms,” again using avatars.

 

Good to know: A lot of the other interactive, immersive experiences on this list also represent the components of platforms like VRChat, Horizon Worlds, and Rec Room.

 

VR Worlds

 

VR Worlds are interactive, immersive experiences centered around socializing with friends and meeting new people, as well as adventure, learning, and exploration. There’s no objective or goal to these experiences other than having a good time.

 

Other than receiving invitations, there are several guides, Reddit boards, and YouTube videos that guide users through what might be the best worlds for their tastes, interests, and sensibilities.

 

VR Games

 

VR games were actually the first on the interactive immersive experience scene and are designed with clear challenges, levels, points and rewards, a hierarchy of top performers, and so on.

 

Good to know: Especially on VRChat, a lot of VR Worlds and VR Games are called “Instances.” So they’ll say “Launch Instance?” instead of “Launch Game?” or “Launch World?”

 

VR Storytelling

 

This interactive, immersive experience notches up movie viewing to a whole new level, even more realistic and compelling than 3D and 4D film adventures.

 

VR Simulations

 

These interactive, immersive experiences are less about social interaction and lean towards business use cases like training and education. However, they merit a mention when discussing the idea of VR platforms and the various interactive, immersive experiences they house. Moreover, some of these experiences, like Test Pilots and Ski Jump, are popular among users simply seeking a good time.

 

VR Events

 

Events like this 3D Top Gun screening scheduled for the end of 2024 invite viewers to “Hang out with friends in our virtual theater lobby, decorated with popcorn concession stands and animated movie posters, then head into the theater whenever you like to experience Top Gun in 3D, without leaving the comfort of your own home.”

 

This event is a film screening, but it goes to show that brands can also host product launches, demos, seminars, networking evenings, and roadshows as VR events.

 

Challenges, obstacles, and considerations

 

Unwanted/ undesirable/ unpleasant interactions

 

Like in the real world, one might only sometimes meet (new) people with whom one connects. There are Reddit boards teeming with complaints from older users about a very young demographic that negatively impacts their experience.

 

However, this issue also doubles up as an opportunity for businesses to develop privatized, gated experiences.

 

Mental and physical health considerations

 

If you’re planning to capitalize on the opportunity and build an interactive immersive experience as an extension to your real-world offering, mental and physical considerations do need to guide how you build your VR World, VR Game, VR Story, or VR Event.

 

Mental and physical health factors should also find their way into caution guidelines, health disclaimers, and best practices that you pass on to users. Let’s take a look at what you’re safeguarding against:

 

VR sickness
 
Users may experience nausea or dizziness due to the mismatch between visual input and body movement. Taking breaks and adjusting in-game settings can help mitigate this. Build your interactive, immersive experience to accommodate breaks. Maybe even bake-in break reminders.

 

Dissociation

 

Prolonged immersion in virtual worlds can lead to feelings of detachment from reality. To avoid this, players need to limit session times and maintain a balance with real-world activities—build reminders to the interactive, immersive experience to balance ethics with the business need to keep people within your game, world, or event.

 

Addiction

 

The appeal of interactive, immersive experiences and avatars molded to mask insecurities can lead to compulsive use (as in the 2009 Avatar film, where the handicapped protagonist leaves behind the real world for the virtual one, largely because he is not handicapped there). Users need to set time limits and monitor their usage to maintain healthy boundaries. Exit reminders and in-built “hours spent in VR” logs can help with this, too.

 

Cyberbullying

 

Virtual interactions can cause anxiety and harassment to greater levels than in real life because people feel emboldened by anonymity. If you’re building an interactive immersive experience, be sure to implement strict moderation and safety features to protect users. Avoid waiting for litigation to catch up—you don’t want a massive fine to be your wake-up call. Over and above protecting your reputation and business resilience, this is also the ethical way to go.

 

Physical strain

 

Extended screen use can cause eye discomfort or strain. Using the 20-20-20 rule (look 20 feet away for 20 seconds every 20 minutes) can reduce the strain—-break reminders can help your users avoid eye strain.

 

Similarly, wearing headsets for extended periods may cause discomfort or strain. Proper posture and frequent stretching can alleviate these issues. You can build stretch alerts and reminders into your interactive, immersive experience to help your user base avoid these health problems.

 

Inclusivity

 

Designing interactive, immersive experiences that promote inclusion is no longer an option. You need to make it a KPI for your developers to consider diverse user needs, including features like adjustable avatars, customizable controls, and multilingual support.

 

Accessibility enablers, such as closed captions for those with hearing impairments or visual cues for those with limited vision, are part of this (and imperative) but do not represent the extent of it. As discussed earlier, creating safe spaces by implementing strong moderation practices and clear community guidelines can foster a welcoming environment.

 

This might sound like a lot to think about, but other brands have tried and succeeded. A good example is BRCvr. They brought the Burning Man festival into VR via an inclusive platform where diverse participants and creators of all abilities could interact and contribute. Moreover, most gaming platforms are already working towards inclusivity by adding features like audio descriptions, social chat tools, and motion-sensitive controls tailored for users with disabilities​.

 

Data Protection

 

In any interactive immersive experience, user privacy is a significant concern. Most platforms collect vast amounts of personal data, from biometric information to location and interaction patterns. Of course, you need this data to make the experience as compelling as possible.

 

However, you cannot risk landing in a data compliance mess just because VR isn’t clearly outlined in any of the security frameworks out there (though they’re already considering it).

 

Be sure to consider privacy early on in your development cycle. Prioritize robust privacy measures, such as encryption and anonymization, to avoid data breaches and misuse.

 

For a deeper dive into privacy issues related to interactive, immersive experiences that rely on VR devices, see our article on VR Privacy Concerns.

 

What this means for businesses

 

For businesses in the socializing, gaming, or experiential space, a real disruptor is in your comp set.

 

However, this isn’t a doomsday prophecy about how VR experiences will render their IRL counterparts redundant. Instead, it’s a call to adapt. Consider how your product can translate into a virtual format or how it can evolve to create a hybrid experience. Industries like tourism, entertainment, and even business venues—such as conference centers—will increasingly see VR integration, much like Meta’s Horizon Workrooms is already doing for corporate meetings.

 

In this blog, we’ve told you why. If you’re ready to build your own interactive, immersive experience, you also need to identify the how, what, and who (is your target audience) of your interactive, immersive experience. Talk to us at magineu to figure out the right strategy for your brand, audience, and goals.