About us
Built at the intersection of marketing, XR and measurable business growth
Meet the team and learn about our mission.
Who we are
About XR Playbook
About XR Playbook
XR Playbook.ai was built to solve a growing gap in modern marketing: brands want more interactive experiences, but agencies need infrastructure, speed and measurable outcomes.
Founded by Johan Walters, XR Playbook.ai combines strategic consulting, repeatable format systems and platform integrations to help brands and agencies launch interactive campaigns that perform.
XR Playbook.ai was built to solve a growing gap in modern marketing: brands want more interactive experiences, but agencies need infrastructure, speed and measurable outcomes.
Founded by Johan Walters, XR Playbook.ai combines strategic consulting, repeatable format systems and platform integrations to help brands and agencies launch interactive campaigns that perform.
XR experts
Impact-obsessed
Mission & values
We're on a mission…
…to help brands and agencies build immersive marketing capability that is strategic, measurable, and commercially useful.
Ambitious
We help teams lead with emerging formats, not wait for the market to catch up.
Practical
Clear, grounded advice that turns XR complexity into next steps.unded advice that fits your business
Measurable
Designed around user journeys, CTAs, analytics, and business outcomes.
Collaborative
Built with your team, your partners, and your commercial reality in mind.
Mission & values
We're on a mission…
…to help brands and agencies build immersive marketing capability that is strategic, measurable, and commercially useful.
Ambitious
We help teams lead with emerging formats, not wait for the market to catch up.
Practical
Clear, grounded advice that turns XR complexity into next steps.unded advice that fits your business
Measurable
Designed around user journeys, CTAs, analytics, and business outcomes.
Collaborative
Built with your team, your partners, and your commercial reality in mind.
Mission & values
We're on a mission…
…to help brands and agencies build immersive marketing capability that is strategic, measurable, and commercially useful.
Ambitious
We help teams lead with emerging formats, not wait for the market to catch up.
Practical
Clear, grounded advice that turns XR complexity into next steps.unded advice that fits your business
Measurable
Designed around user journeys, CTAs, analytics, and business outcomes.
Collaborative
Built with your team, your partners, and your commercial reality in mind.
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years AR/XR experience
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years digital marketing experience
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layer infrastructure model
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years AR/XR experience
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years digital marketing experience
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layer infrastructure model
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years AR/XR experience
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years digital marketing experience
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layer infrastructure model
Team
Strategy-first. Infrastructure-led.
Johan Walters
Founder & lead strategist
With 25 years in digital marketing and over 12 years in AR/XR, Johan helps agencies and brands move beyond experimental XR and into scalable interactive infrastructure. His work spans retail media, CRM, loyalty, promotions and immersive campaign systems.
XR Playbook Network
Specialist production partners
XR Playbook works with trusted creative technology and production partners across WebAR, 3D, gamification, analytics, and immersive campaign delivery.
Team
Strategy-first. Infrastructure-led.
Johan Walters
Founder & lead strategist
With 25 years in digital marketing and over 12 years in AR/XR, Johan helps agencies and brands move beyond experimental XR and into scalable interactive infrastructure. His work spans retail media, CRM, loyalty, promotions and immersive campaign systems.
XR Playbook Network
Specialist production partners
XR Playbook works with trusted creative technology and production partners across WebAR, 3D, gamification, analytics, and immersive campaign delivery.
Team
Strategy-first. Infrastructure-led.
Johan Walters
Founder & lead strategist
With 25 years in digital marketing and over 12 years in AR/XR, Johan helps agencies and brands move beyond experimental XR and into scalable interactive infrastructure. His work spans retail media, CRM, loyalty, promotions and immersive campaign systems.
XR Playbook Network
Specialist production partners
XR Playbook works with trusted creative technology and production partners across WebAR, 3D, gamification, analytics, and immersive campaign delivery.
“XR Playbook transformed our passive on-pack ad inventory into an interactive data engine”
FMCG Client
Head of Brand
“XR Playbook transformed our passive on-pack ad inventory into an interactive data engine”
FMCG Client
Head of Brand
“XR Playbook transformed our passive on-pack ad inventory into an interactive data engine”
FMCG Client
Head of Brand
Ready to build interactive campaigns that perform?
Whether you need a campaign, a repeatable ad format or a full integration into your ecosystem, XR Playbook.ai helps you move from concept to measurable execution.
Ready to build interactive campaigns that perform?
Whether you need a campaign, a repeatable ad format or a full integration into your ecosystem, XR Playbook.ai helps you move from concept to measurable execution.
Ready to build interactive campaigns that perform?
Whether you need a campaign, a repeatable ad format or a full integration into your ecosystem, XR Playbook.ai helps you move from concept to measurable execution.
