Immersive tech in the public and third sectors: Worth the investment or just a gimmick?

Immersion with purpose

Let’s start with what we mean by “immersive tech”. It’s easy to lump everything under one umbrella, but there’s a wide spectrum – from virtual reality headsets to augmented reality overlays, 360º video to immersive audio. The defining feature isn’t the hardware but the intention. It’s about creating a sense of ‘presence’ that helps your audience experience a story or environment more fully.

When used well, immersive tech has the power to create empathy, aid understanding and support behaviour change – three things the public and third sectors often rely on to deliver impact.

Take Alzheimer’s Research UK, for instance, who created the “A Walk Through Dementia” AR app to help the public better understand the realities of living with the condition. Simple, accessible and smartphone-based, it offers a first-person perspective that challenges assumptions and fosters empathy. It’s been used in schools, care training and even parliamentary briefings.

Or look at Thames Valley Police, who used VR to train officers in handling domestic abuse cases with greater sensitivity. Instead of just reading a report or watching a video, officers step into a simulated scenario where they can observe, assess and respond in real-time.

These examples aren’t gimmicks. Immersive tools have been used strategically to help reframe understanding in ways that traditional methods often can’t match.

But is it always the right fit?

There’s often a risk of overhyping with immersive tech, and it’s important to recognise that it isn’t always the right tool. It’s rarely cheap or simple to implement, and for already overstretched comms or service teams with limited budgets, the thought of commissioning a VR experience can feel entirely out of reach.

What should we be asking?

For public and third sector organisations considering immersive tech, the question isn’t “should we be using this?” It’s “what are we trying to change and could immersive experiences help us get there?”

Start by asking:

• Will this help us reach people in a way other methods haven’t?
• Is there a story, scenario or perspective that needs to be experienced to be understood?
• Can we test this in a focused way before scaling?
• Do we have the right creative partners to help us make it both meaningful and accessible?

So, is it worth the investment?

The more we’ve looked into it, the clearer it’s become: when used with purpose, immersive tech can offer something traditional formats often can’t.

But it’s not always the right fit, particularly for organisations working with limited budgets. The development costs, equipment needs and specialist expertise can make it a high investment with an uncertain return, especially if your core problem can be solved in simpler ways. Without a clear audience insight or outcome in mind, immersive formats risk becoming expensive distractions rather than effective tools.

The value lies not in the tech itself, but in how well it serves the purpose.

If you’re considering immersive tech in your upcoming campaigns but are unsure if it’s the right approach, get in touch with us and we’d love to help you find the best route for achieving your goals.