XR and Metaverse

Despite the market potential of many XR applications, numerous companies struggle to produce applications able to reach widespread adoption. Several studies indicate a connection between the willingness to recommend an XR application and the adoption of that application. However, the main variables involved in the willingness to recommend have not been studied much within the domain of XR. In this study, we focused on the willingness to recommend a Virtual Reality (VR) emergency training. General practitioners and elderly-care students used a VR training application, after which we measured XR assessment dimensions, such as presence, usability, attention, pleasure, learning, and adoption. The results revealed three dimensions able to explain 75% of the recommendation willingness: usability, usefulness, and joy. These dimensions can be used by researchers and developers to continuously and consistently compare XR training applications on market potential and decide to launch or first improve an XR application.

In this research article we introduce an Augmented Reality (AR) application specifically designed to use in supermarkets. Our primary goal is to incorporate interactive AR mini-games that bring joy and digital engagement to customers during their visit. Additionally, we aim to investigate the impact of this campaign on brand awareness for both the featured goods and the supermarkets themselves. This paper presents the findings of a week-long user study conducted in two physical stores of a major retailer, involving a total of 431 participants. We analyse the impact of gameplay location and the game type (generic or product-specific) on the overall user experience. Furthermore, we investigate the impact of playing the mini-games on brand recall, which did not yield significant results during our observations. We found that our gamification approach for supermarket visits is particularly effective in attracting new customers rather than retaining existing ones.

Augmented reality (AR) has attracted the attention of researchers in recent years. Despite researchers’ interest, a research gap exists to conduct a bibliometric analysis of the literature on AR in business to identify essential papers and writers, their collaboration network, major research themes, and future research agenda. Web of Science (WOS) database is used to collect data for this bibliometric analysis. A total of 327 articles met the inclusion criteria and were considered for the final analysis. The main contributions in AR literature are divided into five categories: tourism, advertising, e-commerce (mostly retailing), AR acceptance by customers, and their experience with AR. Several areas still need attention from researchers and are presented as a future research agenda, for instance, AR’s role in increasing or decreasing herding behaviour, longitudinal research comparing the sales volume before and after an AR ad campaign, AR’s role in reducing brand hate, and others.

Metaverse has been a challenging topic for brands that strive to offer an immersive experience to its users. Businesses have prioritized the user experience and brand experience on digital platforms in recent years, however the fast-rising attempts of metaverse brand experience have not been thoroughly scrutinized. This paper presents a thematic analysis through a literature review to inspect whether metaverse enhances transient or a long-term brand experience by reviewing current metaverse brand scales and measurements.

Virtual reality exposure therapy (VRET) is used to help patients that suffer from AUD (Alcohol Use Disorder) to create coping mechanisms for situations in real life that cause craving, by means of creating virtual environments that feel real and immersive during treatment. However, it is unclear what VR technologies should be used to create these virtual worlds and whether implementing virtual humans in it makes them more efficient. Twenty-eight interviews with (former) AUD patients and UAD-health specialists, reveal that 360^o recorded as well as Computer Generated (CG) technologies can be used to create an effective VRET that elicits craving and relaxation based on immersion and presence. The use of 360^o technologies seem to create more realism compared to CG, but this differs per patient and situation. Adding virtual humans in VRET increases feelings of craving, although the added value depends on the personal context and past of the patient. As such, it is recommended to create a graded exposure strategy based on both technologies and the option to experience virtual humans that directly or indirectly provide an invitation to drink.

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Virtual and Augmented Reality (VR/AR) experiences are being developed by a large global community using diverse game engines and frameworks. Each research laboratory or private company is developing its own solutions, and there is a common tendency to re-implementing basic Extended Reality (XR) tools that have already been developed by other people. The overarching issue is the lack of an open-source framework that would combine a sufficient set of modules to provide common XR functionality without additional development effort. In addition, the modules must have clear semantic distinctions and be easily discoverable for both experienced and novice users. This work aims to propose the architecture of such framework based on the Unity game engine and distributed as open-source software. The envisioned solution can facilitate better collaboration and knowledge exchange between XR researchers and industry professionals by providing a common standard for sharing experiences and toolkits developed in this domain. The description is supplemented by potential use cases of the XR framework in educational and industrial scenarios.

This paper provides a strategic approach, utilizing the AHP (Analytic Hierarchy Process) method, to understand the critical elements that underpin successful user acceptance in this domain. Drawing from an extensive review of existing literature on VR/AR/MR edtech content, a nuanced model emerges, highlighting the intricacies of user experience, features, and functionalities. By soliciting insights from a diverse pool of educators, developers, and learners, our research sidesteps potential biases and offers a holistic perspective. Key findings underscore the significance of immersive user experiences and the technical sophistication of features. Learner motivation, effective user interactions, and the strategic selection of display mediums, especially the Head-Mounted Displays (HMDs), stood out as pivotal. Beyond its academic contribution, our study serves as a compass for developers venturing into metaverse edtech content creation, emphasizing practical strategies and potential pitfalls. Although not without its limitations, this research marks a foundational step in merging theory and practice in the dynamic world of metaverse edtech.

In this study, we propose a remote XR system based on a space model (RXR-SM) that utilises 3D spatial reconstruction techniques to capture and transmit real-time spatial information to remote collaborators. The host client generates a 3D space using the RGB-D data in real time and converts it into triangular particle data to be transmitted to the edge server. The edge server receives the transmitted triangular particle data and stores them in a list array, and asynchronously delivers data upon request from the guest client. The guest client converts the received triangular particle data into rendering information and visually renders the graphics. Ultimately, a remote collaboration system can be integrated with a cloud system, thus allowing the storage of historical data and showcasing the temporal evolution of the space. The proposed RXR-SM system supports situations in which immediate and intuitive spatial information must be conveyed under critical circumstances.

Sustainability and its communication have become an ethical imperative among tourism firms, destinations and within academic education. However, the use of virtual reality tools to transfer a holistic knowledge about sustainable tourism and to foster behavioral change is still underexplored. Based on a theoretical framework at the interface between the Theory of Planned Behavior and the Theory of Environmentally Significant Behavior, this paper explores the effects of a Virtual Reality Learning Environment (VLRE) on a convenience sample of 44 students. Using a mixed method approach, the study explores the attitudes, awareness levels, and intended behaviors before and after having experienced the VRLE. First results show significant differences in the perceived behavioral control of users and in the awareness about the consequences of the own behavior. Further validation is needed to generalize these first results.

Virtual Reality (VR) creates immersion, which makes the medium interesting for storytelling. A good VR narrative brings the audiences close to the stories, placing them inside the story world and in the shoes of the characters themselves. Focused attention is a key component of narrative engagement and a key determinant of enjoyment of the narrative. However, as the audience can freely look around in VR, it is a challenge to draw audience attention to key aspects of the narrative at the right moment. This paper compared two techniques of directing attention in a 360° narrative: diegetic (Action Units) versus non-diegetic (Pointing Arrows). A between-subjects experiment among 71 participants revealed an effect opposite to what was expected. Pointing Arrows provided more control to direct attention in VR, which created more enjoyment compared to Action Units. This effect was confirmed by subjective (self-report) and objective (eye-tracking data) measurements.

Augmented reality (AR) has recently become an integral technology in enhancing museum experiences and attracting younger visitors by using virtual elements to extend content. In this study, we employed AR technology to construct a narrative gamified museum guide app for the Exhibition on International Concern for Taiwanese Political Prisoners. The app links international aid cases that took place in different time periods using a linear narrative, thereby giving visitors an understanding of the historical stories through interactions in each background. After completing all of the missions, the visitors could leave their personal declarations through the app, which were then uploaded to a cloud and immediately projected onto a wall. This enabled the visitors’ comments to become part of the exhibition. The gamified guide app had three main functions: (1) linking together cases involving international aid in different time periods using a fictitious story, (2) triggering events using AR scanning, and (3) allowing visitors to leave declarations that became part of the exhibition. The results show that almost 70% of visitors used the app to guide them to different parts of the exhibition, participated in interactions with the exhibition, and were clear about the ideas that the exhibition wished to convey. This study provides a reference on how to turn the passive viewing of visitors into active interactions as well as how to translate and integrate visitor actions into an exhibition.

The employment of Augmented Reality (AR) in museum exhibitions and at cultural heritage sites has increased dramatically over the past decade.

The metaverse is coming and we must be ready, for a failure to safeguard against the potential dangers inherent to this technology could be catastrophic. In the first instance, the metaverse represents a revolutionary change from Web2 to Web3 technology and with this comes the possibility of increased energy consumption. Commensurate to this is an emissions output increase, one that humanity can ill afford at this late stage in the climate change fight. Moreover, the metaverse while offering benefits to sectors like education and training, also offers the chance for manipulation and corporate steering. If we want to harness the positive attributes of the metaverse it must be with a sense of pragmatic regulation and so it is argued that a technology charter is required to ring fence certain ideals key to climate and human society alike.

This paper outlines an ongoing three-year project aimed at enhancing remote maintenance with XR-technologies in the industrial sector, progressing from single-user to multi-user collaboration within the emerging industrial metaverse. With multiple iteration-cycles, this study addresses different sociological and technical challenges. The first year focuses on a single-user HoloLens2 solution, resulting in a local training application for cleaning an industrial machine. In year two, multi-user collaboration was introduced in a shared virtual space around a remote-rendered digital twin of a so called “granulator”, employing avatars, video streams and audio communication. User tests demonstrated effective remote collaboration, emphasizing trust. With this demonstrator, the capabilities of our 5G campus network were also evaluated. Overall, this study highlights the evolving role of Human-Computer Interaction in facilitating human-to-human communication through technology within possible industrial metaverse settings.

Manufacturing businesses must conduct surveys every three years based on the guidelines for investigating harmful factors of musculoskeletal work. They have experienced many difficulties in carrying out. Therefore, there is a need for a platform for deep learning-based worker posture modelling and learning to support ergonomic musculoskeletal risk factor analysis and assessment. In this paper, Artificial Intelligence learning data for ergonomic evaluation was constructed and verified through an artificial intelligence model to solve this problem.

The LAI Art Gallery stands at the forefront of innovation, spearheading the creation of an immersive ecosystem for the island of Curaçao. By harnessing technologies like AltSpaceVR and Spatial.io, it catalyses economic growth within the creative industry. This forward-looking initiative extends into the realm of Web3.0, transcending physical boundaries to provide opportunities for local talents to flourish on the international stage. Through these efforts, the gallery aspires to not only foster economic prosperity but also to pave the way for the development of a digital nation, where art, culture, and technology converge to redefine the landscape of Curaçao in the digital age.

Today, technology enables immersive exploration of Cultural Heritage, fostering increased user engagement. Notably, Virtual Reality (VR) experiences stand as exemplars of such engrossing encounters, defined by their capacity to elicit both physical and psychological engagement. ETT elected to transform an Italian masterpiece, The Divine Comedy by Dante Alighieri, into a Virtual Reality visual experience. This creation, entitled The Divine Comedy VR: Purgatory - an immersive journey, is a short cinematic production. It guides the visitor into the ethereal realm of Dante’s afterlife, complemented by a meticulously rendered voice-over that philologically narrates the historical text. The construction of the Purgatory setting employs cutting-edge technologies encompassing CGI, Motion Capture, and post-production image enhancement. These elements collectively weave images designed to recapture the metaphorical essence embedded within the book. Crucially, this project does not endeavour to supplant traditional reading with a technological tool. Instead, its overarching objective is to introduce a distinct approach to the written word, extending its accessibility to a broader and more diverse audience.

The Rolling Hills is an ESG Metaverse Platform which was developed by Mingles & Co, Korea. The aim of the ‘The Rolling Hills’ project is to develop and test a new metaverse platform that would enable users to explore the Thermal Village Blumau (The Rolling Hills in Austria) with an ‘avatar’ in the metaverse space. This case study presents the details of the Rolling Hills, the ESG Metaverse Platform and also reports initial feedback from end users in early 2023 from a Proof Shot event with influencers on Zepeto. It also explains the future outlook of the Rolling Hills including the prospective business model and a road map for future development.

Resuscitation VR is a comprehensive virtual reality (VR) training platform that offers a safe and immersive environment for junior doctors and healthcare professionals to enhance their critical care skills. With over 80 organisations adopting the platform worldwide, Resuscitation VR provides customisable training experiences tailored to meet the specific needs of hospitals. By simulating emergency scenarios, the platform serves as a cost-effective alternative to traditional manikin-based simulations, meeting the increasing demand for accessible emergency care training. The paper highlights the development of a realistic VR environment resembling clinical settings, where users make critical decisions and perform tests to stabilise patients. The platform captures performance data, offers real-time feedback, and allows progress tracking. Validation studies at renowned institutions confirm the effectiveness and acceptance of Resuscitation VR. Future plans include expanding the simulation library, supporting international remote multiuser training, building functionality to increase teaching accessibility, and ongoing evaluation studies.

Dr. Meta is a metaverse technology-based digital platform for cancer care developed to educate health professionals and provide good-quality healthcare services to patients more effectively by overcoming physical constraints and enhancing immersive experience. This multidomain metaverse cancer care digital platform consists of four sub-platforms: (1) Metaverse Multidisciplinary Conference, (2) Metaverse Educational Center, (3) Metaverse Camping, and (4) VR Healing Theater. This chapter presents usability tests of each sub-platform conducted at the National Cancer Center Korea and 12 regional cancer centers from July to December 2022. More than half of the participants responded that using each sub-platform was satisfying and wanted to keep using our sub-platform in the future. Furthermore, the potential of Dr. Meta for successful cancer care, improvements in this platform, and future developments are discussed.

PRinVR (Pulmonary Rehabilitation in Virtual Reality) programme developed by Concept Health Technologies is a real-time remotely supervised VR-based intelligent pulmonary rehabilitation service for Chronic Obstructive Pulmonary Disease Patients (COPD) in North Lincolnshire andStaffordshire in the UK. PRinVR programme is unique as it provides a means to provide advanced care to patients in their homes contrary to existing care through either face-to-face or online rehabilitation training programmes. This case study presents how a home-based PRinVR programme can support the NHS work towards their net zero targets and become a greener consumer by cutting the both patients’ and clinicians’ need to travel as well as reducing the populations’ overall reliance on healthcare.