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Virtual Reality (VR)

Immersive digital environment

Virtual Reality (VR) refers to an immersive, computer-generated digital environment in which users can interact in a three-dimensional way.

Through special devices, such as VR headsets or glasses, people can immerse themselves in these environments and feel that they are actually present in this digital space.

A brief history of VR

Although it may seem like a modern technology, the idea of VR has been around for decades.

At first, as a form of entertainment.

However, with the passage of time and thanks to technological advances, VR has found applications in many fields, from medicine to, of course, marketing.

Let’s take a brief look at the main stages in the evolution of virtual reality:

1930s – View-Master

Although not “Virtual Reality” in the modern sense, the View-Master, launched in 1939, offered a kind of immersive experience.

This device allowed users to view 3D images through a stereoscopic device.

This toy popularized the idea of immersion in a different world through visualization.

1960s – Sensorama and the Experience Theatre Machine

Morton Heilig, a filmmaker, designed the “Sensorama” in 1962.

It not only provided 3D images, but also stereo sound, and could even simulate wind and smells.

Heilig is generally considered to be the father of virtual cinema.

1968 – The first HMD

Ivan Sutherland and his student Bob Sproull developed what many consider to be the first HMD (head-mounted display) system called “Sword of Damocles”.

Although very primitive and suspended from the ceiling (hence the name), it laid the foundations for future innovations in VR.

1980s – Popularization and arrival of VR in people’s homes

During the 1980s, companies such as Atari began to research VR more actively with the intention of creating immersive gaming experiences.

Although Atari never launched its VR lab due to the video game crisis in 1983, these efforts were not in vain.

1990s – Technological advances and early failures

The 1990s saw the emergence of companies such as Virtuality Group, which launched a series of VR arcades.

However, due to the technological limitations of the time, many of these experiences were clumsy and not well received by the general public.

2010s – VR renaissance

With the introduction of the Oculus Rift and its subsequent acquisition by Facebook, VR underwent a renaissance.

Improved technology and increased investment allowed VR to reach unprecedented quality and accessibility.

Since then, other companies such as HTC, Sony and Google have entered the VR space, expanding the possibilities and mainstream adoption.

Virtual reality in marketing

Now entering the field of marketing, VR has opened the door to user experiences that were unimaginable a few years ago.

Companies are using VR to offer customers immersive experiences of their products or services.

For example, a travel company could use VR to show potential customers a virtual tour of a tourist destination, while a real estate company could offer virtual tours of properties.

The main challenge for companies is the initial investment in VR technology, which can be expensive.

In addition, designing VR experiences that are truly engaging and useful for the customer requires a combination of technical and creative skills.


In short, virtual reality has evolved from a technological curiosity into a powerful tool in the marketing world.

By offering immersive and personalized experiences, companies can reach customers in entirely new ways.

And although there are challenges, the potential of VR to transform the relationship between brands and consumers is undeniable.

As we continue to move into the digital age, it’s exciting to imagine the innovations that are yet to come in VR and marketing in general.