Research Outline

Immersive and Virtual Experiences Market


To prove the ROI on virtual/augmented/XR experiences and the impact of virtual and immersive experiences on audience engagement in order to set the context for potential clients and outline the opportunity in this space.
  • Provide the size of the immersive and virtual experiences market in the US and EMEA
  • Provide category spend across virtual experience and experiential marketing in the US and EMEA
  • Determine the key brands/large players in the space (i.e., virtual, immersive experiences, events, and platforms) in the US and EMEA
  • Provide trends in the virtual & immersive experiences and entertainment market in the US and EMEA
  • Provide behavioral trends amongst the Gen Z audience across augmented reality, immersive entertainment, and virtual experiences
  • Provide major immersive and virtual platform trends
  • Outline the major platforms and entertainment offerings in this space that serve Gen Z
  • Insights into Gen Z media consumption, new and emerging behavioral data and trends
  • Provide data points/statistics on the ROI and the impact of virtual, immersive experiences, AR, and VR technologies on audience engagement
  • Provide case studies and reports supporting the hypothesis that these experiences offer increased engagement for audiences
  • Provide brand health metrics (recall, recognition, awareness) within virtual environments and branded experiences
  • Identify new ways of measuring audience engagement impacted by new and emerging technologies

Early Findings

Data Availability

  • As this is a large ask, we were unable to confirm the availability of data for all parts of the ask, however, information appears to be limited on this topic.
  • Initial research indicates that information on the size and category-wise spend in the immersive and virtual experiences market in the US and EMEA is limited. Most market research reports provide information on the global market size and category-wise revenue instead of category spending.
  • Additionally, available trends data is specific to the virtual reality (VR) market and information on trends in the immersive experiences/entertainment market is also limited.

Immersive and Virtual Experiences - ROI

  • According to the VRX Industry Insight Report 2019-2020, enterprise end users of virtual reality (VR) typically observe a strong ROI.
  • In fact, 93% of enterprise users say virtual reality (VR) had a positive impact on their business.
  • In addition, 88.4% of enterprise users say AR/MR had a positive impact on their business.
  • 71.2% of respondents in the XR Industry Survey 2019 said they will prioritize "VR for Consumer" over the next 12 months.

Immersive and Virtual Experiences - Trends

Four trends in the immersive entertainment market include:


  • After spending much of the time determining information availability, during the one hour allotted for this Strategy, we were only able to identify some trends in the immersive entertainment market and provide some information on the ROI in this space.