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One example is Net-a-Porter, which used augmented reality to reimagine window shopping.
But its brilliance lay in how it used augmented reality and location-based technology to captivate not just early-adopter geeks, but whole families.
Earlier this year, Japanese chain Urban Research let shoppers play a grown-up game of Paper Doll with a screen that used augmented reality to map their body shape, enabling them to try on hundreds of outfits without even taking their coats off.
In a haunted-house role-playing game, Dr Laird has used augmented cognition to infer mental states and determine whether the player needs help to get back on track and advance the game's story.Although Dr Laird is basing this purely on the player's activity and behaviour within the game world, others are using physiological sensors, too.
More importantly, though, it helps developers who have never used augmented reality and those who don't have any specialized knowledge around the technologies to quickly and easily build those types of apps.
The company's goal is "enhancing the mobile browsing experience," Yamada says, which includes touch screen devices as well as mobile search products that used augmented reality supported by the Semantic Web.
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They are using augmented in a really appropriate way for the modern child market".
We're using augmented reality to declaim part of story in the first section where audiences are gallivanting across London.
Other games use augmented reality differently, like Elite CommandAR, a first-person shooting game.
Disney's latest Spider-Man app uses augmented reality technology to grab kids' attention, with AR masks, glasses, badges and crawling spiders.
Social features are included, as are vouchers for pubs supporting them, and the app uses augmented reality for an "On The Horizon" feature to find nearby pubs.
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