Advertisers aren’t sold on virtual reality, but they are starting to buy into the hype around augmented reality Sales growth of VR headsets has stalled — 1 million fewer VR headsets were sold last year than expected and, excluding Oculus Go, major headset sales were down 50 percent in the first half of 2018, according to SuperData– and advertisers have become more reluctant to spend on the technology. Lego’s head of emerging platforms, James Poulter, said the technology right now is just too expensive for the payoff.

“We’re still at the point where you’re not carrying a VR device in your bag at all times,” said Poulter. “The arrival of Oculus Go may change that, but VR isn’t something you can do on the street at the moment.

VR is an interesting area for us in the future, but it’s far from becoming something we do at scale. AR, on the other hand, is one of the most immersive ways that we can get people experiencing the product without having to have it in their hands.” Lego is no stranger to AR apps, having launched a few of its own already.

However, recent developments show a shift from using the technology for its novelty. It is working on an app for Apple devices that may allow a user to scan a real-world set they have built already, and then turn it into an AR game.

Poulter would not reveal details of the app ahead of its launch, though did reveal that the team wants to use AR to change the buying experience. Other advertisers are looking to take advantage of the novelty effect of AR, particularly on social media. Read more from digiday.com…

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