Developing leading graphical and visual solutions that enable cutting-edge AR and VR experiences

AR and VR are emerging technologies that are set to redefine how we interact with the world around us. From the entertainment and gaming industry to industrial and medical fields, AR and VR are expanding the possibilities for visual immersion.

With its world-renowned ISP, video, GPU and communications IP, Imagination will play a key part in enabling manufacturers to build the devices that will grow AR and VR from infancy to a mainstream proposition.

What is AR?

Augmented Reality (AR) refers to the overlay of real-time computer-generated data on a direct or indirect view of the real world. It enables our view of the everyday world to be ‘augmented’ with computer-generated imagery that can be used to visualise data in new and powerful ways.

An engineer could see what a vehicle would look like on the road in front of them, a repairman could be shown exactly how to fix something with a virtual tool, or a gamer could have the room around them transformed into an interactive playzone. In addition, many vehicles already feature information overlaid onto the windscreen to provide information to the driver without them having to take their eyes off the road.

What is VR?

With Virtual Reality (VR) the user is placed inside a completely computer-generated environment, via a headset that fits over the head and covers the eyes. In this way they are completely transported somewhere else – be it into a cockpit of a fighter jet, onto a rollercoaster or even onto the surface of another world.

VR isn’t just for entertainment – the world’s of design, education and tourism are just some of the fields that are set to benefit from the transformative and visual power of VR.

Leading-edge technology

For the potential of AR and VR to be fully realised the technology behind them needs to be powerful, efficient and affordable, and it is here where Imagination’s IP will be key.

The complete solution

For AR, many elements are required to work in tandem to deliver a great experience. This includes cameras, vision processing and graphics. PowerVR camera ISP technology is designed to capture content at high quality and thanks to its GPU Compute abilities PowerVR GPUs will run the Convolutional Neural Networks that will power the vision processing systems used by AR applications. Meanwhile, the outstanding performance of PowerVR GPUs will ensure the smooth graphics performance required for a great AR experience and all at the lowest power levels.


PowerVR GPUs have been delivering leading-edge performance within a low power envelope for over a decade, kick starting the smartphone gaming revolution. They are now set to do the same for AR and VR. Using PowerVR graphics SoC manufacturers and OEMs will be able to offer devices that provide the high frame rates at low latency that is vital for premium VR experiences.

Losing the cables

Today’s leading VR experiences are compelling but have two key issues. They are tethered, limiting freedom of movement and require an expensive investment in desktop PC or gaming console technology.  Thanks to its well-known and highly established reputation for delivering high-end performance in a low-end power envelope PowerVR is ready to unlock the mass-market potential of untethered, mobile VR.