Traditionally, QA is considered to be the last phase in the process of development and focuses on a series of test scripts to evaluate product quality according to functionality, performance, reliability, compatibility, usability, security, maintainability, and portability. But AR, VR and MR introduces a new quality paradigm that can't be programmatically tested: Immersiveness. Because AR, VR and MR blend the physical and virtual worlds in new ways, it is crucial for the experience to be immersive for the end user.