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Consumers who haven’t already delved into the interactive wonders of augmented reality are about to be pushed into the immersive waters by market forces. In the lead up to next week’s upfronts, an annual event during which TV networks work to woo advertisers with new shows and marketing techniques for their upcoming programming schedules, NBCUniversal took the wraps off its next big AR initiative. • Don’t Miss: Marvel Heroes Invade ESPN’s NBA Broadcast of Warriors vs. Pelicans Game via AR Similar to last year, due to the pandemic, the event, which is usually held in New York, is being held virtually this year. In the case of NBCUniversal, the massive network revealed that it plans to offer AR-powered shopping options while viewers watch their favorite programs. The effort is being called @HomeShopping. NBCUniversalAlthough the network didn’t show off a fully-formed demo of its new advertising interaction, it did produce a short video that gives us an idea of what it will be like when…more

In recent years, the tech innovation space has been dominated by the US and Asia, with Europe weighing in, but still being mostly lauded for its art history and architecture. Now, Europhiles with a tech bent can enjoy a unique touch of the future while delving into Europe’s past thanks to a new exhibition that uses augmented reality and the Microsoft HoloLens as the key to unlocking an immersive trip to the past. • Don’t Miss: Japan-Based Developer Unleashes Giant AR Gundam Robot on the Public via HoloLens 2 The M Leuven museum has launched “Between Heaven and Earth – Experience The Last… more

Niantic first unveiled its AR cloud back in 2018, using it to enhance the immersive capabilities of its gaming portfolio. Now, the company is expanding access to the system, allowing third-party developers to take advantage of next-generation augmented reality features for their mobile apps. Don’t Miss: Pokémon GO Developer Niantic Scores $245 Million in Funding to Fast-Track Real World Platform The platform, which was previously known as the “Niantic Real World Platform,” is also getting a new name: Lightship. Niantic opened up the refreshed developer kit as a private beta this week. At… more

After awarding $410 million to the company that supplies it with VCSELs and LiDAR sensors, Apple has made another strategic investment into a company that may contribute to future augmented reality hardware innovations. On Monday, Apple announced a $45 million award from its Advanced Manufacturing Fund to Corning, the company supplying glass for iPhone, iPad, and Apple Watch products. Corning has previously received a total of $450 million from the fund over two previous awards. Don’t Miss: The 10 Biggest AR Investments of 2020″Apple and Corning have a long history of working together to accomplish the impossible,” said Jeff Williams, chief operating officer at Apple, in a statement. “From the very first iPhone glass, to the revolutionary Ceramic Shield on the iPhone 12 lineup, our collaboration has changed the landscape of smartphone cover design and durability. Ceramic Shield is a prime example of the technologies that are possible when deep innovation meets the power of American…more

Angry Birds, one of the first franchises to find success in mobile gaming, continues to shoot its shot at new life in augmented reality gaming. After adapting its slingshot gameplay for Magic Leap with Angry Birds FPS: First Person Slingshot and mobile with Isle of Pigs, Rovio Entertainment has pushed its furious feathered friends into the tower defense genre altogether for a web-based AR mini-game. Don’t Miss: Hands-On: Angry Birds AR: Isle of Pigs Reinvents the Franchise for Mobile, but Smartglasses Are Its Destiny Launching as a promotional tie-in with Burger King UK, the web-based… more

Apple has a sterling reputation when it comes to managing its supply chain; it’s where CEO Tim Cook proved his mettle to succeed Steve Jobs. Now, the company has made a strategic investment with a supplier that will be crucial to its future plans for AR wearables. While Apple gets its ducks in a row for its debut AR wearable, startup Campfire has benefited from the design expertise of a long-time Apple collaborator. We recently spoke with Campfire CEO Jay Wright about its relationship with famed design studio Frog and its plans for its enterprise-grade AR headset. On the content side of the… more

The mission to rise above the fray to become a leading player in the augmented reality business is a moving target that depends on innovation, resources, and timing. Last week, Campfire took advantage of these remote-centric times to introduce a new AR product to the market that could change how many of us work. • Don’t Miss: Campfire AR Headset Emerges from Stealth to Offer 3D Collaborations for Enterprise & Design Teams The team is lead by CEO Jay Wright, the person who took over at the newly formed Meta View when it rose from the ashes of the now-defunct Meta Company. But that’s all… more

One of the oldest electronic musical instruments is the theremin, a synthesizer that generates sound based on hand gestures, as featured in the classic “Good Vibrations” by the Beach Boys. Now, indie developer Lucas Rizzotto has taken the concept of the theremin and translated it to an augmented reality synthesizer app for HoloLens 2 that can turn people into musical instruments. Don’t Miss: Control a Synthesizer with the HoloLens to Make Music in Mixed Reality Yes, technically, people are already musical instruments, or at least those gifted with singing talent or possessing the ability to… more

The future of the HoloLens 2, according to Microsoft, is all about enterprise use cases. But that doesn’t mean some of the more creative-minded HoloLens developers won’t bend the top-tier augmented reality device to their own designs. The latest example of this trend comes from Japan. • Don’t Miss: Microsoft Japan Helps Godzilla Invade Real World Tokyo via HoloLens If you’ve ever been to Tokyo, you may have seen the incredibly designed “Gundam building,” which looks like a giant Gundam robot crouching among the normal buildings of the megalopolis. More recently, a life-sized Gundam was… more

As Apple prepares to potentially introduce its (mostly) secretive AR headset for possible introduction later this year and launch next year, the company has made a strategic investment to ensure its supply chain can support it. On Wednesday, Apple announced an award of $410 million from its Advanced Manufacturing fund to II-VI, an optics manufacturer that supplies the company with iPhone and iPad components that enable advanced AR experiences. Don’t Miss: Concept Video Hints That First Mainstream AR Smartglasses Could Feature Glass from Apple-Backed Corning “The expansion of the company’s… more