This book offers a comprehensive collection of the latest research presented at the 10th International XR-Metaverse Conference held in Maastricht, The Netherlands in 2025. Its goal is to bridge the gap between academia and industry by advancing the state of the art in Metaverse, XR, AI-based AR and VR technologies, and by exploring their applications in various fields such as business, marketing, education, health care, tourism, events, fashion, entertainment, retail, and the gaming industry.
Including contributions by prominent XR scholars from around the globe, the book addresses a wide range of significant topics concerning XR and the Metaverse. Showcasing cutting-edge research outputs, it is of interest to both academics and practitioners eager to catch up on the latest developments in this rapidly evolving field.

Dr. M. Claudia tom Dieck is Reader at the Creative Augmented and Virtual Reality Hub at Manchester Metropolitan University (UK), and the Program Chair of the annual International XR Conference. Her research interests include immersive technologies in the creative industries.
Prof. Timothy Jung is Chair Professor of XR (extended reality), Director of Creative AR & VR Hub at Manchester Metropolitan University (UK), and President of the International Association of Immersive Technology Innovation (IAITI). His research interests include AI, XR and Blockchain-powered metaverse technology innovation for well-being and quality of life.
Dr. Dai-In Danny Han is Professor at the research center Future of Food at Zuyd University of Applied Sciences, Maastricht (The Netherlands), and Senior Research Associate at the University of Johannesburg, South Africa. His research primarily focuses on the design and application of XR-enhanced experiences and their impact on consumer psychology and behavior.
Dr. Jonas Heller is Assistant Professor at Maastricht University (The Netherlands), focusing on emerging technologies in retail and service environments. He holds a Ph.D. in Digital Marketing and co-founded the DEXLab. His research explores AR/VR’s impact on consumer behavior and well-being.