Perhaps you haven’t noticed yet, but virtual reality is kind of a big deal. Samsung has holiday-themed ads running on primetime TV and sports, the HTC Vive and Oculus Rift are breaking new ground in a stale gaming industry, and even Google is pushing its new Daydream platform hard. The powers that be think there’s money to be made, and that means they’re willing to work together (at least to some degree) in pursuit of it.

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Google, Samsung, HTC, Oculus, Sony, and Acer form the Global Virtual Reality Association, the first VR special interest group was written by the awesome team at Android Police.

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