In a week where Leap Motion announced it will bring its hand-tracking tech to mobile VR, a new headset is bringing room-scale to the untethered experience.
Bridge VR is a big step towards the type of virtual reality we all really want, letting you freely walk around virtual worlds without being limited by cables or wall-mounted sensors.
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But where Bridge gets really cool is in the way it blends the virtual and real worlds, creating mixed reality. And it's for iPhone - who said only Android users were allowed all the fun?
As you'll see in the video below, Bridge will integrate digital objects into the world around you, be it a small robot or a palm tree plonked in the middle of your living room.
The headset's not much of a looker, but you'll probably be too busy creating mixed-reality mayhem to care - until Magic Leap comes along, anyway.
Plus, the Unity plugin means developers will be more easily be able to update their VR apps to make use of Bridge's neat tech.
Perhaps the most surprising news is that it's shipping in a matter of days to anyone who wants to pay $499 for the privilege of being an "Explorer", otherwise you can pay $399 and get it shipped to you in March. Obviously that's a lot more expensive than your Google Cardboard, but the functionality is much, much greater.