The technology industry is watching the launch of big-name virtual reality devices like the HTC Vive and Oculus Rift with great interest. If there is even a hint this hardware will generate actual consumer demand outside of the true believers that are already sold about jumping into their favorite video games, expect nearly everyone to come onboard.

Almost all the major tech companies are already hiring up and the film and television industry have begun to dip their toes into the VR waters, and we’re beginning to see the first steps toward what could be the technology’s true killer apps: Completely virtual environments for work and play.

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This article originally appeared on Recode.net.