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What is augmented reality?

What is augmented reality?

Find out what augmented reality is and how it can help you communicate better, as well as differentiate yourself from your competition.

Pixeldreams develops augmented reality strategies by activating 3D models either on advertising graphics or on geolocated strategic points that allow the promotion of products or even team building activities for companies.

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What is augmented reality?

Augmented Reality (AR) is a technology that allows, through the use of mobile technology, to superimpose virtual elements on our own vision of reality: animals, fictional characters, furniture, machinery, icons, graphics and moving videos can appear superimposed to reality, on the street itself, or during a company event.

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Types of Augmented Reality

There are 4 types of Augmented Reality:

1/ AR Through the use of Markers: The first bases its technology on the scanning of markers or 2D graphic objects. This technology is the one that offers the greatest coverage and diffusion for the vast majority of users due to its simplicity of use and the minimum power requirements of the terminals. This Augmented Reality needs 3 main elements: 1/ The download of an application, 2/ a smartphone with a camera and 3/ a marker or 2D graphic to be scanned. A marker is a 2D graphic: a photograph, a logo, a drawing, or simply a texture that, after being programmed as such, can be detected and recognized by any mobile device. The RA allows the terminal to deduce the position and angle of attack of the terminal's camera with respect to each detected plane position. This occurs at high speed, allowing a virtual object to be programmed on top of that graph and rendered (displayed) in real time. The illusion achieved is similar to a virtual hologram or photomontage that enriches or increases the information we have about reality itself, which translates into endless expressive and communicative possibilities.

2/ AR Without Markers: Augmented Reality is evolving towards this line of development. This type of augmented reality is the most advanced and spectacular because it works without markers: The mobile device detects the surfaces and planes that surround the user. For example: The floor, a table, a wall to interact directly with these surfaces. By not depending on a printed graphic, objects of a larger size can be displayed, gaining in spectacularity and an immersive sensation. However, this technology is only compatible, at the moment, with high-end Android smartphones and specifically with most Apple IPhone/Ipads terminals. The decision to use one or the other technology should be based on our target audience and whether we want to obtain maximum diffusion or a more restricted and exclusive one. However, in a very short time, most terminals will have AR technology without markers.

3/ AR in the browser and on the web: Options 1 and 2 are the most common on the market, but require the download of an application. However, Augmented Reality directly from a web link is an option that is already feasible, although it has lower graphic quality due to the limitations of the browser itself and its memory buffer.

4/ Augmented Reality Games by Geopositioning: Pixeldreams creates games that are very similar to those of "Pokemon Go" that allow "Street marketing" or team building activations to be carried out through augmented reality. We create virtual promotional marketing products that are placed in front of a shop, or a square, or in any urban point, to be "hunted" by users. These types of games are known as "geo-hunting" games: Pets, Virtual Assistants, Animals, Furniture, promotional items, etc. In short, we create each custom game along with its associated gamification strategy.


- Architecture: Our Augmented Reality solutions applied to the architecture sector allow us to improve the impact of any presentation, such as scanning the 2D plan of the project and obtaining its three-dimensional representation, being able to inspect and interact with the model from any angle and in 360º.
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Interior Design and Decoration: We create augmented reality applications that allow decorative objects to be placed on a real scale and see how they could look once integrated into the environment of the home or a commercial premises. We offer tailor-made solutions for furniture manufacturers and distributors, so that they can provide their commercial and sales network with the most advanced 3D visualization tools. We create customized applications that allow us to communicate products remotely and, above all, in a much more effective and impressive way.

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- Industry and Training: Augmented reality allows remote communication of the operation, maintenance, assembly, and disassembly of complex industrial equipment. The sales or maintenance team could be equipped with tools that allow remote communication between work teams by creating interactive tutorials in the workplace itself.
- Training and education: Let us imagine a group of students scanning a well-known canvas or portrait: Suddenly the portrait comes to life and it comes out of the canvas giving an energetic jump to explain to the students the pictorial technique used or some relevant anecdote about the time in which the work was done. The areas of application are enormous.

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- Technological events: By detecting several markers at the same time (multi-target), pixeldreams can deduce the position and orientation of each player's game pieces and program different states of the game. Let's imagine a board game from which pets or special effects arise that interact with users depending on the game state.
- Strategy and leisure games: By detecting several markers at the same time (multi-target), pixeldreams can deduce the position and orientation of each player's game pieces and program different states of the game. Let's imagine a board game from which pets or special effects arise that interact with users depending on the game state.
- Editorial and Advertising: Through augmented reality pixeldreams can make a book or publication come to life in holographic format through interactive content. Let's imagine an image that after being scanned comes to life in video or interactive format, and jumps out of the book to interact with us.
- Tourism and trade: Geo-referenced Virtual Tour Guides. Activations in stores and C.C. The areas of application of augmented reality in the field of tourism are very large, allowing tourists to obtain geolocated information on a monument or a historic building, or interact with some emblematic detail of the façade, even making the figure of a virtual assistant appear explain the technique used or some relevant anecdote about the time in which the work was done.
Conditions for the design of a good scoreboard: A marker must meet 6 graphic conditions to be detected correctly:
  1. It must have a good level of contrast,
  2. It must be asymmetric,
  3. It must be chaotic,
  4. Its surface must be well lit.
  5. It must be printed on a surface that is as least reflective as possible. (the reflections can confinde in the correct reading of the image)
  6. Ratio: Width x height as similar as possible. Ideally the square format is the most efficient.

Therefore, any 2D graphic can be programmed to work through augmented reality: from a baby's doodle, a crack in a wall, or the cover of a book if it meets these 5 conditions. With the beginning of augmented reality, the famous QR (quick response) codes were used profusely because they responded to these 5 characteristics, but today technology and cameras have increased their power to such a degree that we can find crowd markers of irregular shapes and formats: photographs, logos, textures, etc.
The size of the marker can range from 5 cm to 100 cm in length. Ideally, there is a causal relationship between the size of the marker and the size of the virtual object placed on it. The ideal ratio comes from applying a similar marker length and height to the virtual model, always bearing in mind that the best detection occurs when the terminal's angle of attack is 45º with respect to the marker.

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  • Attracting new consumers and increasing loyalty to the establishment.
  • Customer Experience: Create value from the emotional and relational perspective with customers.
  • Branding Marketing: Brand positioning and creation of notoriety.
What we offer: Pixeldreams carries out the entire conception of the game: from the design of the mascot, its animation, such as the activation of geolocated POI's (Points of Interest) and in any geographical area.
  • e-commerce: Chatbots and virtual assistants.
  • Contests and geolocated collectibles.
  • Activations and Loyalty Programs.
  • Geo Hunting: They allow a geographical segmentation of the target audience.
  • Social media: Encourages the recommendation through the RRSS
  • KPI's: Allows the management of metrics, kpi's and the measurement of results.
Tell us more about your company and your needs. We are specialists in the creation of this type of custom projects. Write to us at: alex@pixeldreams.info

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