Thanks to the advanced camera systems in our smartphones Augmented reality is subtly blending into everyday consumer life.

As technology advances and becomes mainstream, more enterprises are now incorporating virtual reality in their project planning after years of development.

Two of the areas that we are often asked about by big businesses with skin in the game are Augmented Reality (AR) and Virtual Reality (VR). Part of my job is to brief top tier organisations on what the developer audience is focussed upon so the companies can make the best decisions. I don’t speculate — I’m not brave enough for that. Instead, like every analyst at the company, I use our data to find trends and outliers in this emerging sector.

I worked in the smartphone industry before it came of age. Our mission was “a smartphone in every pocket” at a time when simple feature phones like the Motorola RAZR were the must-have communications device. Within a few years of our early projects, the competitor, Apple, launched the iPhone. The rest is history. The App Store opened its doors, the stars aligned, the technology dream was realised and smartphones went on to rule the world.

Historically, non-diegetic user interfaces have been the most common in the gaming industry. The key defining feature of them is that the components of the UI exist on a completely different plane than the actual 3D game space. Imagine here a heads-up display (HUD) as they are likely the most ubiquitous examples of non-diegetic user interfaces. A health bar, for example, does not exist within the 3D space that the game supposes nor can characters in-game interact with it. It is outside both the game’s narrative and space.