THE 2020
Guide to AR

Understand the affordances of existing and near-future AR platforms, in a tech-agnostic, audience-centric way.

This guide highlights the platforms available to you, defines world context, and identifies the key use cases and innovations which are shaping the future of Augmented Reality (AR).

Updated: June 2020

AR PLATFORMS

AR can be experienced on three core platforms, each one with unique affordances and capabilities which dictate the implementation of the experience.

What you need to think about

The core considerations for platform choice are (1) what is the lowest threshold to audience engagement and (2) what technical features do you want to utilise?

What is more important for your audience needs: reach or depth of experience?

  • ConceptIllustrations_0016_WEB

    WEB AR

    Basic AR experiences accessed online, via mobile browsers.

  • ConceptIllustrations_0015_MOBILE

    MOBILE AR

    App-based experiences making use of native AR functionality and devices' gyroscopes and GPS data.

  • ConceptIllustrations_0006_HEADSETS

    AR HEADSETS

    Wearable devices utilising spatial computing to create hands-free, immersive experiences.

WORLD CONTEXT

Advancements in machine learning and computer vision are allowing devices to develop an increasingly sophisticated understanding of our world.

What you need to think about

Greater world context allows AR to blur the lines between digital and physical worlds, and create experiences that meaningfully connect with the audience’s location and activity.

How can this context improve the experience you are creating?

  • ConceptIllustrations_0013_WORLD-CONTEXT

    OBJECT CONTEXT

    Context based on the objects and images the audience is looking at.

  • ConceptIllustrations_0011_BODY_FACE-TRACKING

    HUMAN CONTEXT

    Context based on human faces, bodies and gestures.

  • ConceptIllustrations_0012_ROOM-TRACKING

    SPATIAL CONTEXT

    Context based on the physical surroundings of the audience.

AR USE CASES

The utility and experiential value of AR is far-reaching. These are the key use cases which are driving audience engagement today.

What you need to think about

The best use cases marry technical affordance with genuine audience need.

What needs does your audience have, and how can AR elegantly meet these, today or in the future?

  • ConceptIllustrations_0025_FACIAL-RECOG

    SOCIAL LENSES

    AR filters that transform the way we share and communicate with friends, family and the world.

  • ConceptIllustrations_0024_PRODUCT-ACTIVATION

    PRODUCT ACTIVATION

    Contextual experiences triggered by images or objects near you.

  • ConceptIllustrations_0022_ROOM-SCALE

    DIGITAL LAYERS

    Digital content that becomes part of your environment to deliver new forms of storytelling and gameplay.

  • ConceptIllustrations_0021_GPD-BASED

    PLANET-SCALE

    Planet-scale AR experiences encouraging active exploration using geospatial data.

  • ConceptIllustrations_0020_VIRTUAL-ASSITANT

    CONTEXTUAL SUPPORT

    Intelligent, inline experiences that support you in the task you are doing.

  • ConceptIllustrations_0023_WORLD-SCALE

    DIGITAL PREVIEW

    A virtual step in the consumer journey to preview purchases and try before you buy.

  • ConceptIllustrations_0018_TRANSLATION

    VISION+

    AR enhancing what you are seeing in an informative and intelligent way.

  • ConceptIllustrations_0019_WAYPOINT

    WAYFINDING

    Creative ways of navigating indoor and outside spaces using geospatial data.

  • ConceptIllustrations_0000_LARGE-SCALE-HOLOGRAMS

    ENHANCED LOCATIONS

    Larger than life digital content that interacts with outdoor locations.

  • ConceptIllustrations_0017_OBJECT-RECOGNITION

    WORLD-AWARE

    Advanced computer vision that analyses your activities for insight and improvement.

AR Innovations

The pace of change in AR is breathtaking. The following innovations are the key areas we believe will be transformative to the medium, and open up new possibilities for audience adoption.

What you need to think about

The best implementations of new technology are invisible to audiences, simply allowing them to do new things better than before.

When considering using new technology, consider the value-add versus the threshold for engagement.

  • ConceptIllustrations_0010_OCCULUSION

    OCCLUSION

    The seamless blending of digital content into our physical world.

  • ConceptIllustrations_0026_MACHINE_LEARNING

    Machine Learning

    The foundational technology that will be pivotal in the evolution of computer vision.

  • ConceptIllustrations_0008_SHARED-EXPERIENCE

    SHARED REAL TIME

    The pursuit of spatial computing experiences that everyone can see, share and interact with at the same time.

  • ConceptIllustrations_0014_HEADSETs

    GLASSES

    Unintrusive, lightweight headsets that will create a hands-free, beyond-mobile standard of AR.

  • ConceptIllustrations_0005_INPUTS

    NATURAL INPUTS

    Hands, eyes, body and voice tracking technologies achieving interactions that feel real and intuitive.

ABOUT PRELOADED

PRELOADED is a BAFTA-winning games studio using emerging technologies to create playful, purposeful experiences for global partners.

We build immersive products to help organisations such as McDonald’s, LEGO and BBC reach mainstream audiences, and partner with technology platforms such as Niantic, Magic Leap, HTC and Google to imagine the future.

Get in touch

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