AR and VR marketing takes many forms as the technology continues to grow and find its place in the world. As with any new medium, fate favors the bold and that goes for marketers, too. Until everyone jumps on board the hype train with checkbooks in hand, here’s how AR and VR are marketing themselves.

Making AR And VR Easy

Last year, Pokémon GO took the world by storm using the fact that anyone with a smartphone could play. Niantic’s real-world monster-collecting game is a proof of concept that continues to inspire AR developers to this day—and vice versa.

Mobile AR was a major selling point for Apple’s Keynote this year, and brands on Snapchat are creating AR games through the app’s Lens feature. The mobile AR market is projected to grow from $1.01 billion in 2017 to $18.69 billion by 2020, according to SuperData. By 2020, games will account for 18 percent of the mobile AR market’s total revenue.

Thanks to the Pokémon GO effect, many consumers are aware of AR, and pop culture has kept VR in the public’s eye for decades. A study by YuMe revealed that 86 percent of consumers have heard of immersive technology like VR, AR and 360-degree video, while 29 percent of consumers have tried it.

Making AR And VR Affordable

Basic 360-degree “VR” video experiences can either be viewed for free or through a viewer for just a few dollars. But interacting with an entire virtual world can cost hundreds or even thousands (when you factor in the headset and the high-powered computer to run it).

Facebook is trying to find the “sweet spot” between price and power with Oculus Go, a self-contained VR unit. Microsoft released its Windows 10 Fall Creators Update, which is compatible with many PC and mixed reality headsets.

“New VR headsets like Oculus Go and Microsoft’s new mixed reality headset are significant and important technological steps forward—simplifying the experience, reducing the setup friction for customers, and of course, lowering the price to make it more accessible,” Debby Ruth, SVP of global media and entertainment at Magid told AListDaily.

For those who can’t afford or don’t want to buy VR headsets of their own, they can still give the technology a whirl thanks to VR arcades.

“The trends we’re seeing in the AR/VR spaces in terms of investment and growth are location-based opportunities,” Stephanie Llamas, vice president of research and strategy at SuperData told AListDaily. “VR Arcades are cropping up all over the world and we are seeing big investments from companies like Disney. I wouldn’t be surprised if we start hearing announcements from other big entertainment companies like Universal Studios soon. The Void is creating more experiences (The Ghostbusters Experience has been a smash hit) and IMAX and AMC are throwing in their hats, as well.”

Making AR And VR Inspirational

The idea of stepping into a new world has fascinated humanity since storytelling began around the campfire. VR has the ability to take users on a sensory journey from anywhere in the world, which makes it an attractive technology for entertainment.

AR and VR are visual mediums that have been readily adopted by the film, television, video game, fashion, beauty and music industries. Travel is another beneficial use for the technology, as consumers can step into a destination through VR or 360-degree video to find inspiration for their next trip.

Shopping can be an inspirational experience for those visualizing through AR or VR. Gartner believes that by 2020, 100 million consumers will shop in augmented reality.

Outside the public eye, AR and VR are already being used in industrial sectors for engineering, medical research and more.

A recent study found that only eight percent of marketers currently use VR as part of their marketing strategies. This could be attributed to the fact at VR marketing is a fairly new and untested idea—after all, measuring ROI can be challenging enough without a case study to reference.

“It will take time, patience, continued innovation and a strategic decision to ‘play the long game’ for companies in the VR space,” said Ruth. “The industry needs to embrace the idea that VR is unlikely to go mainstream overnight and that in addition to addressing price, form factor and complexity, they also have to present a compelling entertainment use case and content.”