V-Ray is one of those names that conjures up the word "expensive" in my head, and indeed, the quality we have on tap for free via DAZ Studio is something we often take for granted. But even so, to get the photorealism as seen in many television commercials, then that standard is set by V-Ray.
But if you work in architecture and/or virtual reality, then the idea of having a manageable photoreal solution for real-time rendering is approaching in the form of V-Ray for Unreal. When you import your scene from Autodesk to Unreal, V-Ray for Unreal automatically converts your materials and lights into real-time equivalents for UE workflows. It's a conversion tool, turning your 3ds/Maya V-Ray scene into an Unreal Engine scene while retaining the photoreal quality.
V-Ray for Unreal will open up the Unreal engine for presentations such as virtual tours by architects, and could take VR gaming into a whole new era of photorealism.