Augmented reality (AR) and Virtual Reality (VR), known collectively as extended reality (XR), are becoming more accessible and affordable. Increasingly, organisations are considering the possible application of these technologies.
Though often discussed together, AR and VR are distinct from each other. AR overlays digital graphics, sound and information onto the real world, as if they're actually present with the user in their own space, enhancing or modifying the physical world to change the user's experience. Conversely, VR creates a simulated environment in which the user is completely encompassed by a different world or place in which they can view and interact freely, as if they were actually there. Each have their own use cases and applications.
The presence of these breakthrough technologies is increasingly being seen in all fields, having first gained ground in the gaming and entertainment industries. In particular, the education, retail and information sectors are embracing XR - these developments have naturally led to a growing investment appetite and increased M&A activity.
As the XR market continues to scale, new applications are realised and environments made more accessible and immersive, so too does the legal and regulatory environment surrounding it become more complex. XR issues relating to data protection, cyber security and conditions of use are increasingly specialist matters.
Our cross-disciplinary team includes lawyers, data protection advisors and cyber security experts. They advise XR businesses on all aspects of their organisations’ change, growth and strategy.