Industry trends: explorations in immersive technology

For this year’s Unity Industry Trends Report, we asked a range of technology professionals to share their forecasts for the use and adoption of immersive technology within their industry over the next year. The overall consensus suggests 2025 will be a year of exploration.

According to our contributors, early pursuits with multipurpose 3D platforms help technology teams understand and integrate 3D development workflows, which allows them to build proof-of-concept applications that create cascading benefits for non-technical stakeholders across the organization.

While some experts noted slowed innovation earlier this year (largely due to prohibitive price tags on the latest virtual reality (VR) hardware), most agree that emergent market competition and reduced costs have lately catalyzed extended reality (XR) development.

Our contributors identified four growing immersive technology trends in 2025:

• Expansion of immersive technologies in automotive and aerospace design
  • Proliferation of augmented reality (AR) heads-up displays and human-machine interfaces.
  • Rapid 3D model integration accelerates the work of interdisciplinary R&D teams.
• 3D medical simulations to contemporize healthcare standards
  • Patient-specific medical visualizations improve surgical planning and collaboration, with additional benefits for patient consultations.
  • Robotics-compatible surgical simulations accelerate training and enhance precision.
• Industrial 3D data deployed to consumer-grade VR tech in manufacturing
  • Accessible 3D visualizations increase ROI and enable non-technical teams.
  • Affordable VR/AR passthrough technologies aid design, repair, and diagnostics.
• New analytics dimensions and ecommerce touchpoints in retail
  • Increased demand for immersive and personalized consumer experiences.
  • Real-world imaging and 3D development optimize training and staff analytics.

Tech teams are forging new use cases for workplace training, diagnostic toolkits, customer experiences, and more in industries like manufacturing, healthcare, retail, transportation, and automotive design.

Read on to discover perspectives from 17 industry leaders already forging the future of immersive technologies.

Immersive XR experiences will define vehicle Interiors

The use of XR technologies in vehicles is accelerating. Driving situational awareness displays are becoming commonplace and use 3D graphical engines to depict the roadway and the surrounding vehicles. XR will play a pivotal role in the evolution of vehicle interiors as we see a transformation towards more immersive and pleasurable experiences.

Augmented reality heads-up displays (AR HUDs) are now options in some mid-market vehicles, and with many ongoing collaborations between the automotive and XR industries, we will see more and more vehicle-specific integrations and applications for AR glasses and VR headsets. As the same automotive sensors used for advanced driver-assistance systems (ADAS) and automated vehicles continue to combine with XR technologies, additional synergies will no doubt be found that unlock greater potential value for drivers.

Unleashing the value of automotive sensors for XR gaming

To demonstrate the potential synergies between vehicle sensors and XR technologies, we created Valeo Racer, an in-vehicle, extended reality game that combines the real-world driving environment and virtual 3D elements to create a unique and immersive gaming experience. Passengers compete against each other, playing on their phones or tablets connected to the car's Wi-Fi while the car is moving. Players control their race car to get as many points as possible by collecting coins while avoiding obstacles, which includes the other real cars on the road.

Valeo Racer is the first XR video game to combine live vehicle video, vehicle environment perception, and digital gaming elements. The “infinite runner” game showcases what can be generated by a new software stack developed by Valeo. It uses the vehicle’s existing ADAS, including cameras, radar and ultrasonic sensors, and artificial intelligence perception algorithms to insert the car’s real-time environment data into Unity’s runtime to generate game elements.

Learn more about Valeo.

Discover Unity’s solutions for human-machine interfaces (HMI).

Virtual reality, a game changer in aviation training

Implementing a disruptive technology like virtual reality in a 125-year-old airline company with high safety and security standards and a long tradition in compliance training is challenging. Using game technology to change the way we do training of our ground and aircrew was really a “game changer.” It takes a lot of time to adapt to using serious gaming technology in the business process. The biggest lesson is not just to talk about VR but show it—create proof-of-concept applications and be prepared to scale successful experiments. The real challenge begins after a successful experiment. In a gaming ecosystem, the supply and support chains are totally different from what a traditional IT department is used to.

KLM is known for its pioneering spirit, yet it took 7 years for our company to fully embrace Virtual Reality across its various departments. It all started with the Virtual Cockpit Trainer for KLM Cityhopper, a training program for pilots to practice cockpit procedures. KLM was the first airline to train their pilots in this way.

Now, three years later, VR is the standard training method for all KLM pilots being trained for new aircraft types. Even more, the KLM policy nowadays is “VR unless” for all new operational ground handling training.

Now that virtual reality within KLM is beyond its startup phase, we challenge ourselves to optimize our development and maintenance processes. One of the challenges we try to overcome is to manage our rapidly growing 3D asset library. For example, one airplane model is often used multiple times in different VR applications. The key challenge is how to maintain changes and manage the life cycle of these 3D models. With the help of Unity’s Industry Success advisors, we implemented Unity Asset Manager to allow our two VR product teams to access and manage assets seamlessly and directly within the Unity Editor, which increased our creative velocity.

See more from the Air France KLM Center of Excellence.

Discover Unity’s solutions for transportation.

Integrating real-time 3D platforms in modern workflows

Having worked in XR for the past decade, I believe the biggest lesson I’ve learned from implementing game technology has been to regard it not as a 3D visualization tool–which it certainly can be–but as a software platform. Game technology has so much potential beyond great graphics; it can integrate with so many interfaces and APIs that it becomes a central hub to not only show the end user a great display and interactive features, but allow developers to connect into multiple systems from that single point. If the backend data is structured properly, there is a large potential to affect many areas. There are often surprising and unintended outcomes because of how far-reaching game technology can be.

I believe the rate of development in immersive technology won’t be as progressive in the next 12 months as it has been in the past, but the uses for game technology will still grow. There will be a greater emphasis on real-time interactivity and on deploying to devices we already have (e.g., phones, tablets, personal computers).

When adopting XR technology for the first time, it’s important to familiarize yourself with the many tools available. Test them out, but also make sure to set up the infrastructure to make it successful. Most everyone has mobile device management (MDM) software, but it’s necessary to ensure that these technologies can accommodate your XR devices, since they are often seen as niche in the enterprise space. Also make sure there is a solid version control tool for game engines and similar technologies. Azure DevOps is a great tool for basic coding, but for game engines you’d need something like Unity Version Control, Perforce Helix Core, or GitHub LFS. Lastly, make sure cybersecurity stakeholders are involved early on, as games technology is often blocked by major enterprises. Having them on board will help with many potential firewall issues not just at first but over the years.

Connect with Drew Holbrook.

Immersive technologies for digital transformation in healthcare

Gaming and immersive technologies are transforming industries far beyond entertainment, with healthcare leading in innovations that have real-world impact. One of the most promising applications is the use of real-time 3D game engines like Unity to create interactive “human digital twins”—virtual replicas of patient-specific anatomy and physiology. These digital twins are reshaping how we plan surgeries, educate patients and families, and connect healthcare experts globally.

The first step in creating a human digital twin is constructing the individual’s anatomy from 3D medical imaging data, like computed tomography (CT) or magnetic resonance imaging (MRI), combined with other clinical information. Surgeons, for example, can now use a digital twin of a patient’s heart to simulate procedures step-by-step before entering the operating room. Real-time 3D planning tools, such as those in our internally-developed Virtual Reality Surgical Simulation Suite (VR3S), allow surgeons to safely test different surgical approaches, increasing precision and reducing risks—especially for complex procedures.

The future of patient-specific care

Digital twins aren’t just for surgeons; they’re also powerful tools for patient and family education. Imagine seeing a 3D model of your own heart, understanding its unique functions, and visualizing a planned treatment. This immersive experience makes complex medical information more accessible, reducing anxiety by giving patients and families a clear sense of what to expect.

Beyond individual cases, human digital twins open exciting possibilities for global collaboration – such as our “Surgeons Without Borders” initiative that was recognized with a 2024 Unity for Humanity award. Imagine surgeons using a gaming network that works like popular online multiplayer games—such as Pokémon Go—to seek opinions from world-leading surgical experts within minutes. Equipped with real-time multilingual translation and voice-to-text features, this network can overcome language barriers, enabling healthcare teams in diverse regions to collaborate seamlessly. This capability is particularly valuable in low- and middle-income countries, where access to advanced imaging technology and surgical training may be limited. By connecting clinicians in a virtual space, digital twins bring sophisticated surgical planning and expertise to underserved areas.

Another powerful aspect of digital twins is the potential for predictive modeling through AI. Researchers are developing AI-driven models that simulate outcomes based on different treatment paths, allowing doctors to forecast how various treatments might affect each patient. This predictive power not only helps refine treatment plans but also supports more proactive care.

Digital twins are also valuable for training families and caregivers. For example, realistic human avatars generated in a digital twin environment can simulate symptoms of clinical deterioration, like changes in skin tone indicating cyanosis (bluish discoloration). By tailoring these avatars to reflect different skin tones, we ensure caregivers of all backgrounds can recognize distress signs accurately. Such simulations help parents feel more confident and prepared for complex care at home, especially after a child’s surgery or hospital stay.

As gaming technology merges with healthcare, human digital twins and real-time 3D are setting new standards for patient-centered care, expanding access to expert insights, and improving outcomes worldwide. With platforms like Unity enabling real-time 3D collaboration, immersive simulations, and advanced training, digital twins are shaping healthcare’s future—making it more connected, patient-focused, and accessible to all. This is only the beginning, and as these technologies evolve, they promise groundbreaking advancements that empower healthcare providers and families alike.

Learn more about Cincinnati Children’s Hospital.

Discover Unity’s solutions for healthcare.

From simple to complex: XR in medical simulation

Very little in the world is as complex as the human body, and building surgical simulators for training medical personnel can be just as complex. For those that have taken a physiology class during their studies, the interactions within the body seem like they could be replicated using gaming technology. But by using gaming technology at the core of medical training products, the whole spectrum of medical simulation, from small little games to highly realistic and complex surgical scenarios can be covered.

Like flight simulation, medical simulation is a good match for the use of virtual reality. The large difference between the two fields comes from the interactions between both hard and soft items within the human body. As training and environments are created in VR, the interactions between these elements need to be considered. As with all professional training, avoiding training the incorrect methodologies is paramount.

One of the largest trends in the surgical world is also a continuing trend in surgical simulation: robotic-based surgeries. These high-precision instruments assist the surgical team to go beyond the limitations of previous minimally invasive surgeries. This new surgical paradigm also needs a method of training that can match the intricacies of the robot. Surgical simulations can render not only the instrumentation but perform physics calculations for the interactions between the surgical tools and the human body. As the variety of surgical robots across the globe increases, the ability to create customized simulations is also of great importance to support patient safety.

Learn more about VirtaMed.

Discover Unity’s solutions for healthcare.

Democratizing access to 3D medical images with XR

While the implementation of XR technology in professional medical applications often instills a "wow" effect for our clinical users, the journey from this initial excitement to practical application is weighted with unique challenges. One major hurdle is the complexity of medical device certification for “Software as a Medical Device,” embodied in our FDA-cleared Avatar Medical Vision product (CE marking expected in 2025).

Gaming technologies are rarely built with the stringent regulatory demands of healthcare in mind, so integrating them into clinical practice involves significant testing and risk mitigation strategies to ensure safety and compliance. Furthermore, XR applications and the physical workstations they require are uncommon in the clinical setting and, accordingly, necessitate close coordination with hospital IT departments as well as hands-on training with clinicians.

The many medical stakeholders of XR

The experience of exploring medical images in immersive 3D environments provides vivid memory cues that are often lacking in traditional flat-screen 3D radiology experiences. We have shown in numerous publications that the striking benefits of using XR to interact with medical images has potentially groundbreaking downstream consequences on how surgeries are planned.

The rich experiences we offer have also opened the door to unique education experiences that allow students to learn complex anatomy in relation to real patient medical images. The realization of this use case has generated considerable traction and motivated the creation of our specialized education product, Avatar Medical Academy, and a dedicated content library.

Patient-centered use of XR was not something we initially anticipated but evidence shows that there are great potential benefits. When a patient truly understands their medical image, their anxiety is reduced and their likelihood to pursue an optimal treatment is increased. We are in the process of piloting our technology for patient-focused applications, which in itself introduces new software design and deployment considerations.

Medical XR: a future of promise and challenges

In the next 12 months, we expect immersive technologies to continue to gain traction in healthcare systems as use cases become validated and more medical devices receive certification. Medical images are playing an increasingly important role as healthcare systems shift towards less invasive surgical procedures. It is our belief that technologies that make them easier to understand (such as XR) and access are poised to become mainstays in hospitals across the world. Related, several medical XR journals and societies have been established in recent years, signaling the clear emergence of these technologies and their applications.

The adoption of XR technology in a medical product necessitates the building of multidisciplinary teams with competencies ranging from game development, UX design and product management – all operating under the framework of a certified quality management system. Leveraging game technologies for professional medical use will always present compliance and usability implications. Rapid change is to be anticipated, be it hardware (such as new XR devices) or software.

Staying agile and investing in platforms such as Unity, which is at the forefront of 3D and XR development, is key to championing our current products and also for driving our future innovations.

Learn more about Avatar Medical.

Discover Unity’s solutions for healthcare.

Making medical images immersive and accessible

Advancements in medical image acquisition and analysis are far outpacing the ability of healthcare providers to fully leverage the ever-growing data. As our ability to capture high fidelity anatomical and physiological information grows, how do we convey the complex data to people who need it the most? Most medical image software seems to take the kitchen sink approach: give physicians everything all at once and hope they learn software nuances to build the necessary procedural knowledge and put together a complete picture of their patients. However, we have found incredible value in moving in the opposite direction—making medical data accessible and more intuitive by leveraging a game engine.

Where many medical software applications focus on the power user and addressing their relatively niche use cases, Rady Children’s Hospital focuses on the foundational features and tools all users are likely to need. This development approach allows us to reasonably scope our projects for our small team size and ensure reasonable turnaround times. The approach also enables us to focus on designing and implementing intuitive, consistent, and reliable features for our coworker physicians and surgeons. Utilizing game technology further enables us to realize both objectives.

As a small, nimble team, we must always be careful not to reinvent the wheel, to avoid being mired in rebuilding well-established technology. Unity expertly handles real-time 3D rendering better than anything we can build in-house from scratch. Utilizing game technology enables our team to focus on the features and tools specific to our project: viewing patient specific anatomy for pre-operative planning.

By focusing on our core features, we can rapidly test and iterate on our implementation. Intuitive, approachable software is not developed in the solitary confinement of a developer’s cubicle, but through repeated testing and engagement with your users. We leveraged the proximity to our surgeons and physicians for rapid feedback, which contributed to making our software easier to use for that specific audience. As feedback comes in, we quickly adapt to their needs and requirements thanks in part to how game technology enables and encourages iteration. Ultimately, this allows us to build software that makes looking at CT or MRI reconstructions facile in a manner not yet realized in mainstream medical software.

Looking ahead as we integrate XR technologies into our work, making emerging technology more accessible remains an ongoing challenge. For many healthcare professionals using our software, there can be limited experience with computers, much less have past exposure to XR. We can see the value these technologies add to their workflow, but we will need to work diligently with our users to maximize its impact. Leveraging existing assets to further our development and integration with XR will ultimately enhance our medical care—and we’re only getting started.

Learn more about the Rady Children's Hospital Innovation Lab.

Discover Unity’s solutions for healthcare.

XR is solving healthcare’s training crisis

The healthcare industry is at a crossroads. Near century-old training methods are struggling to keep pace with the growing demands of modern care and the revolving door-like dynamic of burnout. There is too much to learn and the skills providers need to master are becoming more complex. Luckily, XR has come on the scene to allow healthcare professionals to train on whatever they need, anytime and anywhere.

Academic research has shown how hands-on, fully simulated XR training can deliver measurable impact, accelerating the learning curve for healthcare professionals and keeping them working at the top of their license. Multiple peer-reviewed studies show that immersive training and assessment with Osso VR accelerates learning and retention, improves procedural competency, and drives up to a 300% increase in skill transfer compared to traditional training methods.

Nearly every segment of the medical industry has adopted XR training at this point. Medical technology companies leverage immersive training for medical teams, enabling them to always leverage the highest value technologies for their patients. The pharmaceutical industry is using it to educate providers on cutting edge therapeutics and patients to enable them to always make the best treatment decisions for their health. Nurses and allied health professionals are leveraging XR in nursing school and in practice to decrease onboarding time, decrease the need for costly travel to simulation centers and to optimize care. Generative AI is an important driver of this trend, accelerating the deployment of ever growing libraries of immersive education.

Healthcare providers are dealing with unprecedented challenges, but luckily immersive training has arrived to support them into the tech-enabled era of medicine. At the end of the day what matters the most is our patients, and technologies like XR are ensuring that they will see greater, and equitable, access to the highest quality of care all around the world.

Learn more about Osso VR.

Discover Unity’s solutions for healthcare.

Customer-experience-centric immersive troubleshooting

In the construction heavy machinery industry, a generational shift is taking place among technicians responsible for equipment troubleshooting, with new personnel continually entering the field. Given the current education and information available, it's challenging to rapidly enhance the troubleshooting capabilities of these new technicians to expert levels. AR technology can aid in understanding equipment by providing experiences through various troubleshooting scenarios using 3D modeling, and it can easily represent complex equipment structures via AR passthrough technology.

As construction heavy machinery becomes increasingly electronic, equipment structures are growing more complex, making troubleshooting progressively more difficult. To minimize equipment downtime and maximize productivity, swift troubleshooting is essential.

While aiming to minimize machine downtime, it is also necessary to consider numerous factors and provide easily understandable troubleshooting information. AR passthrough technology has made addressing these issues simpler. With enhanced work environment safety, immersive features that overcome the challenges of conveying complex equipment information, and compatibility and stability across various devices (tablets, mobile phones, PCs, and mixed-reality (MR) glasses), the technology operates smoothly even in harsh environments.

Using MR glasses in mechanical triage

To effectively utilize AR technology for heavy machinery troubleshooting, hands-free operation is required, making glasses-type devices the optimal choice. Currently, we primarily rely on mobile phones, tablets, and PCs as our main devices, considering variations in technological advancements across countries and field environments. We are applying our accumulated modeling and environmental data to MR glasses to ensure consistency as we progress.

Unity's advantage of excellent data compatibility has allowed for relatively easy integration. We considered the Meta Quest 3 and Apple Vision Pro and, after evaluating various factors, decided to implement it with the Quest 3. Instead of immediately deploying the Quest 3 in the field, we are presenting it to customers at various construction machinery exhibitions worldwide. By collecting feedback on customer experiences, we are on the verge of commercializing the product.

Learn more about HD Hyundai Infracore.

Discover Unity’s solutions for immersive 3D collaboration.

Bridging two worlds for real-world Impact

We’re in an exciting phase for immersive technologies. Hardware is becoming more affordable and accessible, reducing barriers to XR adoption. This accessibility, paired with simpler onboarding, will increase interest in XR and unlock more potential for mixed-reality applications. It’s a positive step toward mainstream adoption, allowing even non-technical users to leverage the benefits of immersive tech within their workflows.

At DB Systel, we’re integrating game technology with rail industry expertise, bringing together different mindsets and skill sets. The biggest lesson we’ve learned is the importance of defining requirements clearly and finding the right balance: how much realism is needed, where graphical quality impacts application performance, and how to manage these expectations within technology and budget limits. Aligning the vision of railway experts with the possibilities of immersive tech has been vital to making virtual learning and training truly impactful.

One strategic decision was to develop a core Augmented Reality solution that could adapt across various applications. Initially, we used AR for navigation and guidance, but this foundation now supports solutions for tasks like damage detection and repair guidance. This wasn’t an unintended benefit but rather a deliberate approach to build scalability into our solution, ensuring it can evolve without full redevelopment. This flexibility adds real value and efficiency as we adapt to new needs over time.

For anyone considering 3D or XR adoption, it’s essential to educate and involve enterprise users and decision-makers early on. Unlike gamers, industry users need solutions that provide practical benefits, not just impressive graphics or effects. Engaging industry experts throughout the development process keeps the technology grounded in real-world needs, ensuring it delivers tangible value. This collaborative approach is fundamental for XR’s successful integration in industrial applications.

Learn more about DB Systel GmbH.

Discover Unity’s solutions for extended reality.

Immersive training solutions for a changing workforce

As industries transform, the need for agile, immersive training solutions has never been more critical. With sectors like construction, defense, healthcare, and heavy machinery continually adapting to new challenges and technologies, workforce and operator training must evolve to keep pace.

At ForgeFX Simulations, we view immersive technologies not only as tools but as transformational mediums that enable highly customized, scalable training. By immersing trainees in interactive, real-world scenarios, these technologies ensure deep learning and skill retention, preparing teams to meet the demands of today’s complex challenges with adaptability, precision, and a level of readiness that traditional training cannot achieve.

The greatest lesson we’ve learned from integrating immersive technology into training is the unmatched effectiveness of presence-based learning. Unlike conventional training, which often separates theoretical knowledge from practical application, immersive simulations allow trainees to experience real-world situations safely and directly. In fields like medical and heavy equipment training, this approach is invaluable: trainees build confidence and competence through firsthand experience in critical scenarios, without the risks of on-the-job learning. This ability to deliver complex, hands-on training has become a game-changer for industries where precision, safety, and fast decision-making are paramount.

Unexpected benefits have also emerged. For example, scalability has proven to be a core advantage of VR and AR solutions. By using cloud-based and device-independent platforms, we can deliver consistent, high-quality training to teams across multiple locations without logistical barriers. Additionally, the gamification of training modules—incorporating elements like performance tracking, challenges, and interactive feedback—fosters engagement, enhancing retention and motivation. In high-turnover industries like construction and manufacturing, this approach helps address workforce retention by making training a more interactive and rewarding experience.

Looking forward, we see continued advancements in immersive technology, such as AI-driven, adaptive learning environments that adjust to each trainee’s pace and performance. This capability will allow training to be tailored more precisely, ensuring mastery of skills rather than mere completion of tasks. New generations of XR headsets, such as the Meta Quest 3 and Apple’s Vision Pro, bring enhanced realism, greater immersion, and cost efficiencies by reducing the need for physical equipment and real-world training sites.

For organizations considering immersive solutions, we recommend choosing modular, scalable technology stacks that can evolve with future advancements. Multi-user environments and high-fidelity models are crucial for realistic, collaborative training experiences, and seamless integration with learning management systems is essential for tracking progress and assessing impact. By prioritizing flexibility and compatibility, organizations can maximize the long-term value of their training investments.

At ForgeFX Simulations, we are committed to redefining training standards and equipping today’s workforce with the skills they need to thrive in a rapidly changing world. Immersive technology offers unprecedented opportunities for adaptability, safety, and excellence in training—a powerful response to the evolving demands of modern industry.

Learn more about ForgeFX Simulations.

Discover Unity’s solutions for immersive training.

Everything you love about modern SaaS is finally coming to XR

Many manufacturers have used XR for years, albeit on a small scale. It’s a familiar story: software is painstakingly developed and configured for a new workflow. It’s then deployed on devices that most end users (and IT departments) have never seen before, let alone used. A few tech-savvy users engage quickly, but adoption soon flatlines from the friction of poor user experience. Projects languish in POC purgatory.

How times have changed. 2024 brought tectonic shifts in the XR landscape—we’ve seen more change in the last 12 months than the past 12 years. Groundbreaking AR devices like HoloLens and Magic Leap are no longer available. VR devices without color passthrough are on the way out. Both have been replaced by a new class of headsets that do both AR and VR, are extremely easy to use, and have a price/performance ratio that’s compelling for consumers and downright cheap for enterprise.

Exemplified by Meta’s Quest 3, this class of headsets is game-changing. It brings XR out of the lab and into workers’ hands, much like PCs brought computing from the lab to workers’ desks. If the past is any indication, we're in for disruptive gains in productivity—the same gains promised by those POCs that never quite escaped the lab.

Guess what else a new generation of hardware brings? A new generation of software. And the XR industry needs it badly. Much of today’s XR software is developed in-house—often at great expense, and for devices that are no longer available. And since XR devices are so fragmented, there’s no straightforward path to port those solutions to new devices.

Yet just like PCs spawned a new generation of desktop software, today’s XR solutions will be replaced by next-gen SaaS. This software brings all the affordances of modern 2D SaaS that we take for granted, but somehow don’t expect (or haven’t achieved) with XR. I’m talking about the basics:

• Downloading apps from app stores
• Creating an account and getting started for free
• Welcoming, easy-to-use UIs and tutorials
• Working seamlessly across different devices, whether in meetings or offline
• Cloud-first architecture so everyone is working with the same data
• Integrations with other enterprise applications

If this sounds like almost every app you use, you’re right! That’s the point. XR software hasn’t yet delivered the most basic attributes we expect from modern SaaS.

But it’s coming. At Campfire, we’re leading the way with a fundamental yet powerful XR capability: sharing 3D models as easily as we share text or images today. For manufacturers, this delivers a new collaboration layer that follows your digital thread across the product lifecycle. Applications that once required millions of dollars to build can now be done in minutes—without coding, cost, or hassle.

Whether you’ve been in XR for a decade or you’re just getting started, there’s never been a better time to start new projects. With a new class of both hardware and software, XR is ready to scale—and to bring long-promised, transformative benefits across your entire enterprise.

Learn more about Campfire.

Discover Unity’s solutions for immersive 3D collaboration.

Revolutionizing retail through in-game commerce technology

In an era where digital engagement is paramount, the ability to merge gaming with physical retail presents an incredible opportunity for new revenue streams on both sides. Games reach over 3 billion global users with engagement rates that rival top social media platforms, representing a largely untapped market for the $30 trillion retail sector. And, while recently we’ve seen one-off collaborations and campaigns between top brands and popular games, the full scope of potential has yet to be realized.

Evidence has shown gamers are eager to purchase relevant physical products without disengaging from gameplay, and Walmart and Unity’s new partnership does just that. It puts the technology, specifically Walmart’s Commerce APIs, in the hands of developers to natively integrate and allow players to buy physical goods within their games without ever leaving. This technology transforms games from linear marketing channels into true commerce platforms – unlocking new ways to connect customers' virtual and physical lifestyles and establishing new monetization channels – standing alongside traditional e-commerce for the first time.

This shift is poised to revolutionize both the retail and gaming industries, with early adopters of this commerce model leading the way in exploring the most effective methodologies and ready to capture a significant portion of the $30 trillion retail market. The evolution of in-game commerce underscores a significant trend toward seamless integration of digital entertainment and physical retail, creating highly immersive and engaging shopping experiences that meet customers where they are, when and how they want.

Sign up for Walmart’s Immersive Commerce beta.

Discover Unity’s solutions for retail.

Watch Walmart’s Unite 2024 presentation: “Monetizing with Physical Retail in Virtual Spaces”

Navigating the future: lessons learned and strategies for XR integration

Since implementing immersive technologies at Visionaries 777, the biggest lesson we’ve learned is the profound impact game technologies can have on operational efficiency and employee training. By leveraging game technologies, we develop XR software for B2B clients that not only enhances engagement but also empowers their employees to learn and perform complex tasks regardless of their educational level or job complexity. We have seen, for example, very traditional brands open up to the idea of using game technologies to solve problems throughout the customer journey and product life cycle.

These technologies have led to unintended benefits in more industries than we expected. For instance, the use of digital twins in combination with XR has helped clients optimize facility management by just adding a layer of gamification. Repetitive jobs that require staff to follow predetermined checklists, now become fun jobs that change every day due to dynamic indoor navigation routines and AR mini games.

In the next year, game engines and immersive technologies will change multiple industries because more XR hardware will be available and new AI tools will lower the barrier of entry for people who want to jump into this topic. We foresee becoming more effective in convincing clients to opt in for XR projects, as we will be able to prototype concepts faster. This hopefully will give clients more confidence at the start of the project which hopefully leads to getting higher budgets.

If you’re considering adopting 3D development platforms into your tech stack, there are five areas that we continuously look at inside our company:

1. Scalability: Ensure that the chosen solutions can grow with the organization and adapt to future needs. At the same time, always be on the lookout for new hardware and SDKs and be ready to adapt fast.
2. User Experience: Focus on creating intuitive and engaging experiences that can be used by different age groups and various cultures. Testing is key, new technologies like MR require a lot more testing as adaptability grows.
3. Integration: Assess how these technologies will fit into existing systems and the company`s long term vision.
4. ROI: Evaluate the potential cost savings and efficiency gains to justify the investment from the client side.
5. Training and Support: Provide adequate training for employees and ensure clients are well supported when deploying new technologies. This will most likely determine if the client wants to use these technologies again or reject them all together.

Learn more about Visionaries 777.

Discover Unity’s solutions for extended reality.

Beyond adolescence: the XR space and Unity

Trigger has been using game technologies to build projects for more than a decade. There are many reasons why these engines, and especially Unity, are beneficial for the development of projects for our clients. More than ever, the XR industry is putting emphasis on immersion, interaction, and multi-user experiences. One of our biggest learnings to date is that game engines excel in many ways for these kinds of features; more so than other development platforms.

Unity allows us to create deeper levels of immersion by granting us access to advanced rendering techniques and support for complex 3d content. For interaction, we’re able to make use of the many input and hand tracking systems and easy controller support. And in terms of bringing users together, game engines have been making use of multiplayer services for almost as long as they’ve been around.

Building experiences for cutting edge technology can be very challenging. Oftentimes we’ve had to find creative solutions to the limitations that come with the hardware and software of these platforms. Working in this way emphasized the importance of better communication internally and the importance of developing better ways to exchange and share information between teams

One of the unintended benefits of building several of these projects is that it brought our team closer together and helped us create new processes to stay ahead of the curve in a rapidly changing development ecosystem. In the case of building Tequila Don Julio for the Vision Pro, it was difficult getting enough headsets for the broader team to test with. As a result, we worked closer in video calls, made more screen recordings from the headset, and went above and beyond to ensure that the understanding of our development team matched the understanding of the full production team and even the company.

Ultimately some of the solutions that we weren’t certain of became the designated best practice by the industry. For example, in order to achieve a portal effect for Tequila Don Julio, we had to make use of multiple occlusion planes due to some of the limitations around Polyspatial and masking content at the time. This same solution ended up being implemented in official sample scenes later on. Looking back at these kinds of decisions, it made us realize that our intuition was correct and that we shouldn’t be so quick to rule out what actually works on new and emerging platforms.

It’s clear that immersive technologies have left their mark across the industry. Statistics continue to be published that speak to the value of immersive training or to the likelihood of converting a sale for a product that might leverage XR technology. Though hardware sales may sometimes show signs of slowing, I fully expect growth over the next twelve months.

Looking ahead I expect there to be an emphasis on bringing people together using game engine features such as Unity’s gaming services, and I expect that to happen for consumers as much as it will for the enterprise software space. And as more hardware and platforms continue to emerge in this space, I anticipate that the ability to build once and publish to multiple platforms will be even more important for companies and brands looking to maintain a presence in the industry.

People generally understand XR a lot better than they ever had. XR has grown up and users want real value out of experiences. If you’re not building games or enterprise solutions then it’s crucial to understand who your audience is when approaching the use of XR technology. For those considering the adoption of XR, know that there is just as much opportunity to leave your mark on this space as there ever has been. There are opportunities for software professionals and no-code innovators alike, with what seems like an ever growing set of tools and solutions within the Unity ecosystem. XR has tremendous potential to branch into more niche use cases and help to solve actual problems.

Learn more about Trigger XR.

Discover Unity’s solutions for immersive customer experiences.

SmartPixels is a 3D design firm specializing in bespoke product experiences for luxury brands and other online retailers. CMO and co-founder Jeremy Verdo shares a recent success story that indicates a growing trend among global consumer products brands.

Elevating e-commerce through 3D personalization

Recognizing that today’s consumers seek unique, customized products, leading luxury suitcase brand Globe-Trotter partnered with SmartPixels to create a bespoke e-commerce experience that reflects the brand’s high-end craftsmanship and offers endless customization options.

With consumers' growing expectations for rich visual experiences, SmartPixels provided Globe-Trotter with a photorealistic 3D product configurator that allows clients to visualize their personalized suitcases online, reducing the guesswork and enhancing engagement. Clients can select from over 100 trillion combinations of colors, materials, and styles for their suitcase, creating a truly tailored piece without needing to rely on physical samples.

By integrating SmartPixels’ product configurator, Globe-Trotter not only elevated the digital shopping experience but also boosted customer engagement and sales conversions. SmartPixels’ configurator offers real-time 3D previews, allowing customers to see their exact preferences reflected instantly. Moreover, SmartPixels analytics provide Globe-Trotter with insights into popular customization choices, helping inform future collections.

Through modular, photorealistic visualization, luxury e-commerce brands are increasingly embracing modern trends by commissioning immersive and personalized digital shopping experiences.

Learn more about SmartPixels.

Discover Unity’s solutions for retail and consumer goods.

Software and hardware innovations

In recent years, immersive technologies have transcended their gaming origins to become pivotal in industrial digital transformation. Advancements in software platforms like Unity, coupled with cutting-edge hardware from vendors like Apple and Meta, are driving innovation across sectors including healthcare, manufacturing, and retail.

With cutting-edge, hyper-realistic graphics, physics, and simulation engines, coupled with developer-friendly interfaces and services, modern engines such as Unity have disrupted standard industry development. By leveraging these engines, industry clients have realized visions for simple onboarding, advanced visualizations, and integrations with artificial intelligence (AI).

Real-time 3D engines and spatial computing

Spatial computing is the ability to compute, mixing 3D and traditional apps without the traditional pane of glass, allowing various industries to leverage best-of-breed applications, combining next-generation real-time 3D and traditional productivity applications with unlimited space. This can disrupt traditional thinking in industry and enable advanced scenarios for digital twins, smart cities, education, training, etc.

Apple's Vision Pro, launched in early 2024, represents a significant leap in spatial computing. This headset established a new standard in spatial computing with VisionOS that has spurred other vendors to compete.

Industry applications and disruptions

The convergence of advanced software platforms and innovative hardware is accelerating digital transformation across industries, including:

• Healthcare: Beyond surgical assistance, spatial computing is being explored for medical training and patient rehabilitation. Its ability to provide immersive 3D visualizations aids in complex anatomical education and therapy sessions.
• Manufacturing: Immersive technologies are transforming manufacturing operations by improving efficiency, sustainability, and workforce safety. When integrated as part of a connected worker platform, VR headsets enable frontline workers to access real-time data and instructions, enhancing productivity and reducing errors. You can also leverage real-time 3D to allow for engaging advanced training that creates muscle memory that can simulate real-world experiences.
• Retail: Brands like Gucci have embraced mixed reality to create immersive fashion films, enhancing customer engagement through emotionally resonant, interactive 3D content. This approach enriches the consumer experience and sets new standards for digital storytelling in the fashion industry. Spatial computing allows us to showcase products and transport users to learn about the brand's history and meaning.

By adopting these immersive technologies, businesses can enhance operational efficiency, improve training methodologies, and deliver enriched customer experiences, positioning themselves at the forefront of technological innovation.

Learn more about Capgemini.

Discover Unity’s solutions for industries.

Many companies are already leveraging immersive technology across diverse use cases, such as training, design reviews, digital twins, and marketing, showcasing its potential to drive significant change. But immersive technology in 2025 is poised to enter a pivotal exploration phase. While XR devices like the Apple Vision Pro remain premature for mainstream usage, they underscore a transformative, human-centric approach to visualizing and collaborating with complex data. This shift will fundamentally change how we work and interact, driving a need to implement pipelines for creating and managing real-time 3D data today. As these devices achieve mainstream adoption, and devices like Meta’s Orion glasses hint at a more mainstream and accessible future, they will revolutionize content consumption and device interaction in everyone's daily life.

To prepare for this shift, companies must invest in pipelines for creating and managing real-time 3D data today. Interactive 3D content provides unparalleled consumer insights, such as identifying which product features attract the most attention or which variants drive interest. Moreover, 3D datasets are evolving into the “master negative” for all forms of content creation, from 2D imagery to 3D films and interactive media. Companies that retain control over these datasets can ensure adaptability, efficiency, and a competitive edge in engaging with modern consumers.

As these technologies mature, their applications will extend far beyond headsets to redefine collaboration, marketing, and product innovation across industries. The time to embrace this evolution is now.

When we talk to developers using Unity, we consistently hear stories of unique problems and unique solutions. In 2025, we’ll see many more industry players beginning to take their first steps with immersive technology. It’s easier than ever to derive more value from 3D data, create immersive experiences to overcome specific challenges, and deploy them anywhere you need them–whether that’s in the org, the field, or in the hands of your customer. With the release of Unity 6, we’re inviting developers to embrace real-time networking and high-fidelity visual rendering as problem-solving tools for defining those workflows.

Software for success

Unity provides manufacturers, aerospace and automotive designers, consumer products brands, and other innovators with immersive solutions to enhance prototyping, training, and customer engagement.

Unity 6 delivers a highly performant and featureful keystone of the Unity Industry platform. Other core features include:

• Data ingestion pipelines for computer-aided design (CAD) data and 70+ other 3D data file types to facilitate rapid model prototyping.
• Robust, real-time 3D simulations to empower non-technical stakeholders to engage with and make use of visualization models.
• High-fidelity rendering and real-time networking capabilities to provide new vectors for interacting with and manipulating complex 3D data.
• Multiplatform deployment options to help developers to create extensible, hardware-agnostic applications that can be continuously updated.

Integrated support from Industry Success solutions engineers to upskill technical teams, resolve critical issues, and accelerate development.

Example use cases

• Industrial manufacturing: Manufacturers account for 26% of the global 3D CAD software market, yet 3D data is often locked in silos and limited to experts. By making 3D data more accessible through visualization and simulation, manufacturers can drive greater efficiency, streamline workflows, and foster innovation across their operations.
• Automotive and aerospace design: Technical teams use real-time 3D development platforms to reduce costs with digital prototypes and virtual design collaboration tools, create simulations for computational fluid dynamics (CFD) and behavior-validation tests, and enhance the end-user experience with human-machine interfaces.
• Transportation and logistics: Through immersive technologies, transportation leaders have streamlined staff skilling with immersive training modules, created robust digital twins to increase operational efficiency, and built cutting-edge immersive simulators to analyze real-world traffic conditions and anticipate failure modes.
• Healthcare and medtech: Researchers and innovators use gaming and immersive technology to create networked simulations for surgical planning, real-time collaboration, and patient consultations. Rapid advancements in surgical robotics and other medical hardware have created a critical need for universally deployed training modules and immersive simulators.
• Retail and e-commerce: Unity technologies help brands create immersive customer experiences and 3D product configurators in order to meet growing consumer demands for personalization and interactivity. Meanwhile, digital twins continue to enhance operational efficiency with facilities management software and frontline training simulators with real-time analytics.