The launch of Meta Quest 3 aimed to grow the VR category by targeting cultural trendsetters, with a compelling and accessible MR (mixed reality) narrative.
Meta's challenge was to convince Gen Z that the price of the Meta Quest 3 was justified, given their unfamiliarity with MR technology.
Despite 90% of audiences being familiar with VR, only 35% of 16-34-year-olds had experienced it, highlighting a key gap in perception versus reality.
Meta introduced mixed reality in the Quest 3 to enhance user interaction and combat preconceived notions of traditional VR isolation, aiming for broader adoption.
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