I regard [Augmented Reality] as a big idea like the smartphone… it’s for everyone.  

Apple CEO, Tim Cook, 2017

I view AR like I view the silicon here in my iPhone, it’s not a product per se, it’s a core technology.

Apple CEO, Tim Cook, 2017

50 million Americans will be using augmented reality in the next year.

AR is mainstream

There are approximately 23 million Americans who are over 21, in the highest HH income, play video games and visit casinos.

Casino entertainment customers

54 percent of respondents play games with other people, including friends (40 percent) and family members (21 percent). – 2016 Entertainment Software Association’s annual report

eGaming is social

Caesars will pursue a gaming development roadmap that creates new products, greater customer engagement and more interactive experiences. Special emphasis will be placed on mobile connectivity and apps…  

Mark Frissora, President & CEO, Caesars Entertainment, 2017

So as marketers finalize their budgets for 2018, they should plan to spend more on augmented reality initiatives because it will have a business-driving impact on both their digital and CX strategies—two things that we know are top priorities for them. It just requires designing AR for utility rather than entertainment.

Mike Proulx, September 20, 2017, “Augmented Reality: The Hottest Thing Marketers Don’t Want” Media Agency Daily

The most exciting future scenario is one in which live and digital don’t really compete, but rather one where the two coexist drawing from and enhancing their unique advantages.

“The Truth About Entertainment”, MGM Resorts International, 2018