Let’s be honest. You’ve seen it. Maybe you’ve even built it.
It’s the XR experience that makes jaws drop. The graphics are stunning, the concept is clever, and for a solid five minutes, everyone who tries it says, “Wow!”
But then… nothing. The buzz fades. The project collects digital dust.
It was a spectacular firework, but it didn't illuminate a path forward. It was a cool trick, not a cornerstone of a new reality.
This is the "wow effect" trap. And for XR Awards Judge Lorena González, it’s the number one reason truly promising projects fail to make a lasting impact — and fail to win the recognition they deserve.
If you’re tired of creating temporary magic and want to build experiences that matter, that last, and that get you noticed on a global stage, you’re in the right place. Lorena is here to pull back the curtain on what judges are really looking for.
The All-Too-Common Story: A Dazzling Demo with Nowhere to Go
The XR landscape is littered with the ghosts of brilliant-but-brief projects. We see them at conferences and in portfolio reels.
They are technically impressive, creatively ambitious, and utterly disconnected from a real-world need.
They are, as Lorena puts it, "technology for technology's sake."
These projects are often born from a fascination with what the tech can do, rather than a deep understanding of what it should do. They answer the question, "Isn't this cool?" but falter when asked, "Who does this help?" or "What problem does this solve?"
The result? A fleeting moment of admiration that doesn’t translate into user adoption, business value, or industry-wide change. It’s a dead end, and it’s a waste of incredible talent — your talent.
Meet Lorena González: The Judge Who’s Seen It All
When Lorena González sits down to review submissions for the XR Awards, she brings a perspective sharpened by years on the front lines of the industry.
Her work, including the influential annual report from Inmersiva XR, gives her a unique, data-backed view of where the industry is and where it needs to go.
She’s not just looking for technical polish or artistic flair. She’s looking for something much deeper. She’s searching for purpose.
Her experience has taught her to see past the initial spectacle and evaluate the core of a project. Is it sustainable? Is it user-centered? And most importantly, does it have a reason to exist beyond its own novelty?
The Turning Point: Why "Good Projects" Aren't Always Winning Projects
Every expert has a moment that crystallizes their philosophy. For Lorena, it came from observation. It came from watching too many great ideas burn out too quickly.
Having seen very good projects that didn't have a future or that only stayed at the 'wow effect' made me realize the importance of them being framed within a strategy.
— Lorena González, XR Awards Judge
This was the key insight. A project can have a brilliant team, a big budget, and a flawless execution, but without a long-term strategy, it’s like a powerful engine without a chassis.
It makes a lot of noise but ultimately goes nowhere.
This realization transformed how she evaluates XR. It’s not about a single, dazzling moment. It’s about the journey. It's about building something that functions, grows, and delivers value long after the first "wow" has faded.
The Golden Rule of XR: "Solve a Real Problem"
So, what is the secret? What is the one thing that separates the contenders from the pretenders in the eyes of an XR Awards judge?
It’s surprisingly simple, yet profoundly challenging.
“I think for me the most important thing is that extended reality solves a real problem,” Lorena states plainly. “That it's not technology for technology's sake, but that they are truly useful experiences and have a purpose.”
Key Takeaway
Purpose is the anchor. Your project must be an answer to a question someone is actually asking. Without it, even the most beautiful ship will be lost at sea.
Your Insider's Guide to a Winning Nomination
Understanding the philosophy is one thing. Applying it to your XR Awards submission is another.
Lorena offers clear, actionable advice for creators who are ready to prove their project has what it takes. Here’s the thing: you need to guide the judges. Don't make them guess the value of your work. Show them.
Frame Your Project Within a Strategy
The "wow effect" is temporary. A strategy is for the long haul. Before you even mention the technology, explain the plan. Where does this project fit into your organization's goals? How will it be maintained and updated? A project framed in a solid strategy demonstrates maturity.
Articulate Your "Why" with Crystal Clarity
Don't just describe the features. Describe the problem you are solving. Paint a vivid picture of the "before" — the pain point, the inefficiency, the gap in the market. Then, introduce your project as the hero of the story — the "after."
Prove Your Impact, Don't Just Claim It
Assertions are good, but evidence is undeniable. Explain the value that XR brings and the real impact it has had according to set objectives. Provide the data, the metrics, and the user feedback. This elevates your project from "interesting idea" to "proven solution."
Beyond the Trophy: The Real Prize is Industry Leadership
Why go through all this effort? Why meticulously craft a nomination? Because winning an XR Award is about so much more than a piece of hardware for your shelf.
It’s a powerful signal to the entire industry.
Lorena emphasizes that for creators and companies, these awards are a launchpad. "Being recognized internationally by the XR community, they are very important for companies and creators... it gives them great visibility and also helps them position themselves as leaders."
Think about it. Winning an XR Award tells clients, investors, partners, and future talent that your work isn't just a gimmick. It’s been vetted by experts. It’s been recognized as a benchmark for excellence.
This recognition opens doors. It starts conversations. It builds the kind of credibility that can accelerate your growth and solidify your place as a true innovator in the space.
A Bigger Mission: Championing a More Inclusive XR Future
For Lorena and the XR Awards, the mission extends beyond just celebrating great technology. It’s about building a better, more representative industry.
She is a passionate advocate for diversity, and her research highlights a critical need. "We need greater female representation in the XR industry," she notes, citing findings from her work. "The report we do from Inmersiva XR every year shows that, indeed, more is needed."
By participating in the XR Awards, you are joining a platform that actively seeks out and celebrates voices from all backgrounds. It’s an opportunity to not only showcase your own work but also to be part of a movement pushing the entire industry forward.
Are You Ready to Show the World What's Possible?
The "wow effect" is easy. Lasting impact is hard.
The XR Awards are for the people who choose the hard path. They are for the creators, developers, and visionaries who are obsessed with solving real problems, who build with purpose, and who are designing the future, not just a fleeting demo.
If that sounds like you — if your project has a strategy, a purpose, and a proven impact — then you don't just deserve to be recognized. You have a responsibility to share your work.
Your solution could be the one that inspires another company. Your success could provide the blueprint for an entire sector. Your story could change the conversation about what XR is truly capable of.
Don't let your groundbreaking work stay in the shadows. It’s time to step into the spotlight.
Submit Your Nomination
Do you have a project that solves a real problem? Don't let it go unnoticed. Submit your nomination for the XR Awards today and show the world the true power of extended reality.
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