Augmented reality apps combine live video with computer-generated images, sounds, video, or GPS data. Unlike virtual reality (VR), which immerses the user in an entirely digital environment, AR technology allows an augmented reality company to blend digital content with the real world. Devices identify their surroundings and layer computer-generated effects over a real-time display. Markers can be anything from a small image to a city’s skyline. They can also be tied to geographic coordinates or other locational indicators by augmented reality companies.
AR apps have many practical applications including marketing campaigns, medical uses, data visualization, and location-based education. Other uses include entertainment, such as alternate reality games (ARGs), location-based MMOs, and interactive cinematic experiences. Augmented reality has quickly established itself as a next-generation medium.