As the 2024 presidential election approaches, the U.S. political landscape is experiencing a digital transformation, with technologies like augmented reality (AR), virtual reality (VR), and virtual production reshaping both election coverage and voter engagement. Following the United Kingdom’s recent use of mixed reality in its general election broadcasts, these innovations promise to bring new levels of immersion and interactivity to American elections, drawing in viewers and voters in unprecedented ways.
Enhancing Election Coverage
For broadcasters, AR and virtual production offer powerful tools for visualizing complex electoral data in real time, providing audiences with a heightened sense of immediacy as results roll in. By deploying interactive elements such as real-time bar charts, live polls, and holographic figures of candidates, broadcasters transform election coverage into a dynamic experience. Patrick Twomey, director of graphics product management at Ross Video, spoke with Newscast Studio and notes that these features “go beyond visuals, pulling viewers into the story as results evolve, making election night more dynamic and accessible.”
In the U.K., broadcasters incorporated volumetric scans of political figures, allowing anchors to illustrate candidates “taking a stance” by moving forward or back based on their policy positions. Such technology makes it easier for audiences to follow and understand complex electoral processes, such as the U.S. Electoral College, in an engaging format.
In the United States, CBS is committed to covering the presidential election results through their AR/VR studios located in markets such as New York City, Chicago, and Philadelphia.
AR in Political Campaigning: Reaching the Gaming Community
Beyond traditional media, AR and VR are opening new avenues for candidates to engage voters in immersive, personalized ways. Campaigns can use AR to create interactive 3D ads, digital portfolios, and real-time event participation, deepening connections between candidates and voters. The gaming community, in particular, represents a significant demographic in this digital engagement.
In an interview with XR Update, Mike Selinker, President of Lone Shark Games and an enthusiastic Harris/Walz supporter, told us that the gaming audience is “an immense audience of voters,” a demographic that political campaigns are increasingly reaching out to.
For instance, the Gamers for Harris campaign rallied game and puzzle creators in support of Kamala Harris and Tim Walz, using the collective influence of gaming personalities to connect with voters who value both gaming and democracy. As Selinker notes, “One thousand game creators in one place does a lot more than one Facebook post,” highlighting the power of collective gaming voices.
Politicians are also engaging directly with gamers through streaming platforms like Twitch. Alexandria Ocasio-Cortez (AOC) and Tim Walz used gaming events to reach younger voters, humanizing themselves by sharing the gaming space. Selinker points out that these interactions allow voters to see candidates as “regular people, excited about the same things you’re excited about: games, democracy, everything.”
Immersive Spaces for Republican Voters
In 2016, Republican voters found ways to harness immersive technology to build community and connection. Supporters of Donald Trump, for example, turned to virtual spaces for online rallies and discussions, bringing together a digital base across the nation. In these VR environments, supporters were able to interact directly, share campaign materials, and rally around key issues in a way that mirrors the traditional campaign trail experience. AR has also enabled these communities to create interactive content, such as virtual messages from Trump and his supporters, keeping voters informed and motivated.
This past July, AR was used at a Trump-led event where digital content enhanced the stage and provided attendees with an additional layer of interactivity.
Virtual events and VR-based town halls offer another outlet for Trump supporters to “attend” campaign events regardless of location, fostering a sense of inclusion and accessibility. This parallel use of immersive tech within Republican circles demonstrates how both sides of the political spectrum are capitalizing on virtual spaces to create a sense of community and belonging among their base.
Real-Time Data and Interactive Polls
AR also reshapes campaign strategies by enabling real-time interactive polling. Voters can engage with live polls and surveys via AR apps, providing immediate feedback on candidate popularity and policy positions. This dynamic polling not only makes the voting process interactive but also creates a feedback loop where campaigns can respond to voter sentiments in real time. This shift from passive observation to active participation builds a more engaged electorate and enables campaigns to adapt quickly to the public’s evolving priorities.
Overcoming Technical Challenges with AI
While these technologies are transformative, implementing them on a large scale presents challenges. AR and virtual production require precise camera tracking, latency management, and seamless integration of virtual elements with live footage. Chris Izatt, director of innovation and virtual at AE Live, emphasizes the importance of synchronization to avoid technical glitches that could distract viewers.
AI solutions are increasingly poised to address these challenges. Generative AI, for instance, can streamline virtual production by automatically generating high-quality virtual assets, lowering production costs, and making these technologies accessible to smaller broadcasters. This democratization of technology enables regional networks and campaigns with smaller budgets to provide data-rich, immersive coverage.
“Elections are about displaying large amounts of complex data in a way that the audience can understand, while trying to build engagement with viewers,” says Miguel Churruca, marketing and communications director at Brainstorm. He explains that AR and advanced virtual tools help make things like maps, charts, and comparisons easier to understand. By letting anchors interact with these graphics in real time, these tools make election coverage more engaging and easier for audiences to follow.
The Future of Immersive Campaigns: A More Engaging Democracy
As campaigns embrace AR, VR, and AI, they are paving the way for a connected, interactive democratic process. Platforms like Twitch and virtual reality environments are creating new spaces where candidates can connect with communities in real time, and immersive technologies allow for deeper, more personalized voter engagement. This integration of technology and politics points to a future where both Democrats and Republicans can mobilize their base through shared, virtual experiences. As Selinker notes about the power of collective action in the gaming community, “We wanted to do something to harness all the energy that existed in the game and puzzle creator community. So many people had expressed a preference for this ticket. One thousand game creators in one place does a lot more because game creators care about more than games.“
As both Democratic and Republican campaigns leverage AR and VR, they are only beginning to tap into the vast potential of immersive technology for reaching and engaging voters. These initial forays, such as virtual rallies, interactive political ads, and community-building in digital spaces, highlight the power of immersive experiences to bridge gaps between candidates and constituents.
While campaigns are exploring how AR and VR can enhance voter interaction and campaign engagement, this is just the tip of the iceberg. With each new innovation, immersive technology is poised to bring deeper, more personalized voter experiences, paving the way for future elections where digital engagement could play a central role in shaping the democratic process. The 2024 election marks a pioneering moment, offering a glimpse into a future where virtual tools not only complement traditional campaigning but also redefine how Americans connect with their political leaders.
Please note that this article is not meant to endorse either candidate or reflect the opinions of the writer or the publication.
