Virtual Reality >> As Augmented Reality Engagement Increases, Novel Legal Issues Arise

While both technologies still show great potential, the pace of evolution and rate of adoption of virtual reality (VR) and augmented reality (AR) began to diverge in 2017. VR continued to experience some initial legal growing pains last year, most notably through the ongoing lawsuit between Zenimax and Oculus. On the other hand, AR – in which computer-generated imagery is superimposed onto real-world content – is expanding much more rapidly due to its lower costs of entry and more widely available technology. Numerous brands have launched AR marketing and shopper experiences, such as programs that allow users to "try on" clothing, make-up or accessories, or to superimpose branded electronic "accessories" onto video content they generate. Meanwhile, new technology that facilitates AR experiences through a web browser obviates the need for a user to download a unique app for each program, further decreasing barriers to entry and use.