XR Commandment #1 - Deliver Real Value, Not Tech Hype

1️⃣ Moving on - in no specific order - in series on the 10 XR Commandments, let's dive in number one, as for all the others, important and often forgotten: Deliver Real Value, Not Just Tech Hype.

Too often, immersive experiences are built just because “we want to use XR.” But XR comes with friction: downloading an app, putting on a headset, learning the mechanics, adjusting to a new interface… and that’s before the experience even begins!

So here’s the golden rule:

The perceived benefit must outweigh the effort required to start and complete the experience.

Remember: Friction is Real, even if the tech is amazing. Let’s break it down:

• AR: take out your phone, scan a QR code, maybe download something, ensure the lighting is good, find a flat surface or face to track…
• VR: you need a headset, strap in, learn the controls, mess up your hair and makeup, risk nausea if the design isn’t perfect…
• MR: blend all of the above, plus deal with limited field of view or imperfect video passthrough… Or put the price!

The question users ask, consciously or not, is always: “Is it worth it?

So how do you make it worth it? Here are 7 value drivers that help overcome the friction barrier:

• Great Content – Make it worth watching. Whether it’s art, culture, entertainment or gameplay, if the experience is genuinely enjoyable or inspiring, it’s valuable.
• Social Incentive – Give them something to share: a selfie, a video, something aligned with their persona and social status.
• Financial Incentive – Coupons, loyalty points, sweepstake entries, exclusive items: tangible value speaks.
• Problem Solving – Especially in industrial or training contexts. If XR saves time or money, or solves a business problem, it sticks.
• Brand Engagement – Immersive loyalty campaigns deepen the relationship with your existing customers.
• Learning – Educational content or essential information turns users into learners. If they gain knowledge, they gain value.
• Innovation (Carefully!) – Novelty alone can draw people in, but only briefly. If “being first” is your only card, make sure the rest of the experience holds up.

And sometimes, value isn’t just for the user, it’s for the brand: Internal showcase, media buzz, investor attention, all are valid reasons if clearly defined.

Reversal: Innovation for Innovation’s Sake

Yes, sometimes hype is the value. Being the first brand to use a new tech, even without huge usage numbers, can earn you attention, headlines, and internal pride. But don’t confuse this with long-term strategy.

Working on an immersive experience? Ask yourself:

What’s in it for the user?

If the answer isn’t clear, we need to talk. 😉