With the XR Industry Activation Award, nextReality.Hamburg e.V. honors companies and individuals who create measurable impact within their industries through the strategic and sustainable use of Virtual, Augmented, or Mixed Reality.

Unlike the classic competition categories of the nextReality.Contest, this award does not focus on direct comparison, but on recognizing true pioneering work.
We celebrate organizations and leaders who do not merely experiment with XR, but integrate it boldly and effectively – setting new standards, transforming processes, and inspiring entire markets.

This award is a tribute to those who bring XR into real-world practice – demonstrating through commitment, innovation, and conviction how immersive technologies can drive economic, creative, and societal progress.

On November 5, 2025, this year’s award recipients were honored during the nextReality.Festival at the Astor Film Lounge in Hamburg.
The evening concluded with a powerful moment of community: a group photo of all awardees – the pioneers shaping the future of the industry.

Winner of the XR Industry Activation Award 2025

Lufthansa Group

The Lufthansa Group is expanding the onboard experience into a new dimension: with the Inflight Virtual Reality Experience, passengers can immerse themselves in interactive entertainment and information worlds during their flight.

The project demonstrates how XR can be meaningfully integrated into real service processes — becoming part of a modern customer experience that seamlessly combines innovation, comfort, and brand engagement.

Deutsche Zentrale für Tourismus e.V.

YBVR

With Xtadium, YBVR is revolutionizing the live sports experience. The platform enables fans to immerse themselves in major events such as the NBA, NASCAR, or UFC — from anywhere in the world.

By doing so, YBVR unlocks entirely new monetization models and offers sports organizers global reach that goes far beyond traditional broadcast formats.

Roboverse Reply GmbH

Roboverse Reply combines robotics and virtual reality into a forward-thinking approach to teleoperation. Using the Quest 3, the Boston Dynamics robot Spot can be remotely operated in high-risk environments — marking a milestone for workplace safety, operational efficiency, and workforce integration.

The project demonstrates how XR technology can transform real-world industrial processes.

CUPRA Deutschland

CUPRA has reimagined the concept of the car showroom. In its mixed reality showroom, vehicles are not just viewed — they are experienced. Test drives, design exploration, and brand storytelling merge into an interactive and immersive journey.

The project demonstrates how XR can shape the future of automotive retail — combining innovation with emotional engagement.

Henkel / Schwarzkopf & hapto GmbH

Henkel / Schwarzkopf’s VR showroom, developed by hapto, fundamentally transforms product development and design processes. Packaging, colors, and materials are created and tested virtually long before physical prototypes are produced.

This approach saves time, reduces costs and resources — and establishes XR as an integral part of global innovation workflows.

ERGO Group AG

The ERGO Group demonstrates how XR technologies can create impact even in traditionally complex industries. With projects such as Tinymap and many other initiatives, the company leverages immersive media to make abstract insurance topics understandable and tangible.

For years, ERGO has proven that XR can simplify communication — and strengthen customer engagement.

Porsche AG

With the 911 Spirit 70 Vision Pro app, Porsche combines its legendary brand DNA with cutting-edge technology. Developed in collaboration with Apple and NVIDIA, the immersive experience seamlessly unites tradition and innovation.

Through this project, Porsche demonstrates how premium brands can leverage XR to create new forms of emotional brand engagement and storytelling.

Mack One Deutschland GmbH & Co. KG

With FlowRyde, Mack One has developed a trackless XR ride that seamlessly combines motion, technology, and storytelling. The integration of hardware and software creates entirely new forms of experience within the theme park and entertainment sector.

Mack One powerfully demonstrates how XR can propel entire industries into the next era of immersive entertainment.

Schwarz Digits KG

By leveraging XR, 3D technologies, and AI, Schwarz Digits is shaping digital transformation within one of Germany’s largest corporate groups. Its immersive change management program supports the transition of workflows and systems — for example, during the migration to new digital platforms.

The project serves as a model for the sustainable and strategic use of XR in large-scale organizations.

A&S Tech GmbH

With DRIVE, A&S Tech integrates XR into everyday driver training. Learners experience real-world traffic scenarios within a safe mixed reality environment.

The system enhances traditional driving instruction with realistic, hands-on scenarios and opens new perspectives for education and professional training in the mobility sector.

Anna & Dinesh Punni – Immersive Insiders

Anna and Dinesh Punni have built Immersive Insiders into one of the most influential education hubs within the XR ecosystem. Through courses, workshops, and the XR Creator Con, they empower talents worldwide to launch their own careers in XR.

Their work inspires a new generation of developers and strengthens the global XR community.

Antony Vitillo – The Ghost Howls

Antony Vitillo is one of the most influential voices in the global XR industry. Through his blog The Ghost Howls, he shares in-depth analyses, critical perspectives, and practical insights — always with passion and a touch of humor.

As a developer, mentor, and speaker, he advances understanding of XR and shapes the international conversation like few others.

Meta

Meta has played a pivotal role in shaping the development of the XR industry. Through continuous investment, hardware innovation, and global funding programs, the company has established essential foundations for the immersive technology ecosystem.

As a long-standing and trusted partner of nextReality.Hamburg, Meta is being honored for its sustained commitment and its significant contributions to advancing the entire industry.