Why ‘Augmented Reality’ is dangerous
January 29, 2020
What does ‘augmented reality’ mean? I’m not talking about what it is, I’m talking about what it means. That phrase. Those words. I ask, because
Do you like wearing glasses? Soon you’ll have no choice…
October 24, 2019
Do you like wearing glasses? You may already wear them. You may occasionally wear them, like sunglasses or reading glasses. Or, like me, you may
[AR]T Walk with Apple – Review
August 21, 2019
BREAKING NEWS: Chaos descends across the city of London. An unknown creature soars over Trafalgar Square. A giant leaps off a roof at Covent Garden,
Digital Reality: Welcome to the new normal?
June 20, 2019
I’ve always had a bit of an issue with names like ‘augmented reality’, ‘virtual reality’, ‘immersive technology’ and the like. They sound exactly what they
Introducing the Experience Matrix – essential for your engagement strategy
April 2, 2019
Location-specific play, driven by immersive technology, is putting movement and proximity at the heart of the experience. Alex Book explores how and why this phenomenon is happening, and introduces Arcade’s Experience Matrix as a new way to assess audience engagement.
When it comes to immersive, get your strategy right and the rest will follow
February 20, 2019
Right now, one thing immersive technology tends to do pretty well is make headlines. It’s new, different, unusual – a shiny plaything for marketing departments,
The magic window in your pocket
February 4, 2019
Imagination is one of humankind’s most powerful tools. We’ve all experienced those moments when your imagination has been sparked into life – by a book,
Ready Visitor One….? Why it’s time to say goodbye to the ‘visitor’
November 29, 2018
As a part of the Commonwealth Games that took place in Queensland earlier this year, the legacy group launched an initiative called ‘Be My Guest‘.
What on earth is Arcade? A perspective from our new CSO, Alex Book
November 22, 2018
A few months ago, of my own free will and being of sound mind (or as sound as it ever was), I handed in my