AR-VR给移动游戏带来新机遇（英文版）.pptx

,The VR/AR Opportunity,Immersive experiences in mobile gaming06The VR landscape & opportunities11The AR landscape & opportunities25, Newzoo 2019, Newzoo 2019,Foreword,AR and VR are some of the hottest topics in gaming, both showing huge potential across countless industries. Gaming has always been a trailblazer when it comes to new tech and monetization models. The sensors that now power Microsofts HoloLens mixed- reality headset, for example, were first used in Kinect for the Xbox 360 and Xbox One.,While gaming is currently at the forefront of VR and AR, B2B and enterprise applications will also drive the growth of both platforms. Immersion is a key reason why many consumers love engaging with media, with AR/VR making this even more compelling and interactive in ways that were never before possible. Blockbuster games like Red Dead Redemption 2 and Skyrim already let gamers immerse themselves in worlds different from our own, and a VR headset enables you to be one step closer to the experience. For this reason, VR experiences will tilt toward PC/console. In fact, 61% of U.S. gamers prefer VR to AR.,Yet, high-end VR is held back by a cumbersome setup and the need for other hardware in addition to a VR headset. To get around these barriers and make VR more accessible, headset-makers have been developing all-in-one cordless solutions featuring cost-efficient mobile processors.,AR, on the other hand, has boundless potential on mobile. AR phenomenon Pokmon GO captured the hearts of millions across the world. Even though AR was only a small part of what made the game so popular among millions of consumers, it has introduced the technology to the mainstream. With both Apple and Google investing heavily in AR through ARKit and ARCore, respectivelyits just a matter of time before the AR revolution kicks off on mobile.,In this report, we will look at AR and VR in depth, delving into both technologies landscapes, future potential, consumer interactions, and what they mean for mobile.,of people we surveyed in the U.S. have experienced AR in the past 6 months and 28% have experienced VR.,Jelle KooistraHead of Market Analysis,4, Newzoo 2019,At the forefront of new innovations,1. THE GAMESMARKET, Newzoo 2019,Growth of the total market will continue toward 2021, fueled by mobile games,Consumer spend on mobile games games in 2021.,PC,Mobile,Console,Source: 2018 Global Games Market Report October update,Since 2016, mobile has been the biggest segment in gaming. It will continue to grow at a faster pace than PC or console, driven by an increase in average spending as well as an increasing installed base as more and more consumer get access to smartphones.,28%,27%,27%,36%,34%,30%,27%,25%,23%,22%,21%,29%,34%,40%,46%,47%,49%,51%,52%,$84.8Bn,$93.1Bn,$106.5Bn,$121.7Bn,$134.9Bn,$148.1Bn,$174.0Bn$160.5Bn,7, Newzoo 2019,The notion that mobile gaming is limited to casual gaming has been shattered,downloads of PUBG Mobile and Fortnite Mobile occurred on iOS since their global release, including PUBG: Exciting Battlefield in China.,CORE GENRES TAKE MOBILE BY STORM,of PC gamers play mobile games at least once a week.* Lineage Revolution, a mobile adaptation of PC MMO Lineage 2, grossed over $924 million in its first 11 months of release.,#7Downloaded iOS gamein Q3#5Downloaded iOS gamein Q3,*Source: Newzoo Consumer Insights,8,Games are at the forefront of this innovationVR AND AR CAN ADD A NEW LAYER OF IMMERSION TO GAMESVR and AR have massive potential in the games market and beyond. For many consumers, immersion is a key factor in their enjoyment of games, movies, TV series, and more. Both AR and VR help ground virtual experiences in reality, adding a layer of immersion and interactivity not possible from other types of media.The consensus about VR game experiences (from consumers and critics) has been generally positive. However, due to the high cost of high-end VR headsets, consumer adoption has been slower than expected. Whats more, many high-end devices, such as the HTC Vive and Oculus Rift, require the user to own a games console or high-spec PC in addition to the headset itself. However, powerful standalone VR headsets, such as the Oculus Quest, are starting to hit the market. Mobile also has a big part to play in this development, as these standalone headsets are powered by mobile tech.AR HAS MORE POTENTIAL FOR MAINSTREAM SUCCESSWhile VRs gaming potential will come from immersive experiences that core gamers typically enjoy, AR has far more potential for mainstream successespecially on mobile. In November 2018, we conducted research on the online population in the U.S. Of the people we surveyed who have played AR games more than once, 53% play on mobile. Meanwhile, only 28% of those who play VR games play on mobile. Whats more, due to mobiles large installed base, it is far easier for AR to catch on. This is exemplified by the meteoric rise of AR phenomenon Pokmon GO. Once again, gaming was first in line to introduce the tech to consumers.Whats more, both Apple and Google are doubling down on their respective AR platforms, laying down the foundations for the imminent golden age of AR on mobile. It is not unreasonable to think that AR will one day be as important to consumers as smartphones themselvesand all this will be fueled by innovations within the mobile market.,9, Newzoo 2019,HTC VIVE ANNOUNCEMENTS,Two new VR headsets: Vive Pro Eye, which turns eye tracking into a core feature, and Vive Cosmos, an “easy-to-set-up” device. More details will emerge in the coming months.,A new subscription service: Viveport Infinity, which gives users access to the entire Viveport game catalog for a monthly fee.,The Vive Reality System: HTC Vives take on VR in-game interfaces.,Partnerships with Mozilla, for a new Virtual Reality Web Browser, and Amazon Sumerian, to support developers building VR-optimized websites.,OTHER VR NEWS,Qualcomm announced its first VR headset, stating that the device will set the standard for the VR headset market. Qualcomm claims the headset will have double the pixel count of the Vive Pro.,Pimaxs 8K VR headset is the result of a successful Kickstarter campaign. At CES, the company revealed the headset was ready to ship after missing its 2018 release goal.,Pico also announced a new standalone headset: the Pico Goblin 2 4K.,3dRudder is the first officially licensed foot- motion controller for PSVR, enabling players to move by tilting, spinning, or applying pressure with their feetall while seated.,AR NEWS,Nreal revealed its own AR glasses: Light. These glasses will weigh less than 100g and can be connected to a wireless controller and a separate dedicated computing unit.,Rokid used Fortnite Mobile to demo its new Project Aurora AR glasses. The glasses will utilize the computing power of mobile devices via a USB-C connection.,Realmaxs Qian is a standalone AR headset boasting an impressive 100.8-degree field of view. It can also be used as a VR headset.,This years event was packed with announcements related to VR and AR technologiesWhat is CES? CES (Consumer Electronics Show) is the worlds largest technology event, held every year in Las Vegas. Up until the 2019 edition, CES was dominated by the Internet of things (IoT), increasingly larger TV screens, and everything related consumer robotics. However, the 2019 edition in early January featured an impressively high number of VR- and AR-related announcements.,10, Newzoo 2019,The landscape and consumer experience,2. VIRTUALREALITY, Newzoo 2019,THE VR LANDSCAPE SHARES SIMILARITIES WITH TRADITIONAL GAMESThe home VR experience requires the purchase of both headset (e.g., Oculus, Daydream), hardware (e.g., PC, VR-capable smartphone), and content (e.g., Superhot) via the associated platform (e.g., Oculus store). VR headset makers are heavily involved in publishing content, as seen with Oculus Studios and Vive Studios. The primary VR game engines are the same in the traditional game world; Unity and Unreal. 360 cameras are also used to create VR content (e.g., Insta360). Outside the home, VR experiences are found at arcade-style venues such as The Void, with exclusive content from media partnerships.Note that Apples App Store is primarily responsible for passive video VR experiences.,VR Developers and PublishersOculus Studios, Sony Interactive Entertainment, Vive Studios, Square Enix, ILMxLAB, Ubisoft, White Elk, Tender Claws, Steel Crate Games, OZWE, Vertigo Games, Beat Games Studio, Owlchemy Labs, Bethesda, Dream Reality Interactive, Superhot Team, CCP Games, InXile Entertainment,VR Game Engines,VR Headsets,Smartphone,Standalone,PC/Console,VR Venues / Experiences,VR Stores,Consumer,13, Newzoo 2019,FOR GAME DEVELOPMENT AND BEYONDCreating VR worlds uses the same fundamental game engines used to make normal gamesprimarily Unity, Unreal, and CryEnginethough the support varies per platform. 3D modeling can also be done with the same toolsets used for other media, chiefly 3ds Max and Maya. However, this is not the only way to make content for VR; there are multiple creator platforms that aim to make VR creation more accessible, such as InstaVR or VeeR Experience, which dont require any coding knowledge.The fastest way to create VR content is via a 360 camera, such as one from Insta360, GoPro, or Kodak. The video can then be edited with software and options are available for both iOS/Android and desktop. Again, the primary video editing tools for desktop are similar to traditional media: Adobe Premiere Pro, Final Cut Pro. However, there are also a number of mobile options for video editing, such as VeeR, V360, and Theta+.For AR, the standard engines are used for 3D object creation, along with an AR toolkit plugin, such as ARCore, ARkit, or Vuforia (built in with Unity), depending on the target platform. Developers can choose to create a marker-based application, which uses image recognition to identify “markers” in the real world to show AR content, or a location-based application, which uses the phones internal sensors like GPS to trigger the augmented reality.While the creation of 3D assets may be familiar to game developers, there are a host of new challenges to overcome, primarily in VR. These include not only new design challenges (e.g., no longer being able to direct the users POV in VR), but also stricter technical requirements around latency/lag, the possibility of user nausea, user interaction/feedback from the real world, movement tracking, video quality, resolution, etc.VR movies have similar conceptual challengeswhat does a narrative look like when the viewers attention can shift at any time to any place?,14, Newzoo 2019, Newzoo 2019,15,*The store in bold serves as the base for the number of games and apps in the respective columns.Source: Oculus, Steam, Play Store, Wikipedia,THERE ARE MANY WAYS TO PLAY VR GAMES,First, a consumer has to choose between multiple VR headsets. Depending on the choice, the cost of the headset alone ranges in price from $129 to $499. The more expensive headsets also require more elaborate PC hardware, with a set-up for the HTC Vive Pro easily costing more than $1,000. Next, the consumer has to find content to use and games to play. Some headsets are locked into a specific platform (Oculus, Daydream, and PlaystationVR), while others are compatible with multiple stores. Steam has the biggest library of VR software and is particularly catered to games. The mobile headsets (Daydream, Oculus Go, and Gear VR) are more frequently used for video and more passive interactive experiences.,VR HeadsetsSmartphone,Standalone,PC/Console,VR Stores,AN OVERVIEW OF VR HEADSETS | KEY METRICS AND SHARE OF APPS THAT ARE GAMES, Newzoo 2019,of people we surveyed in the U.S. have experienced VR in the past six months.,Source: Research conducted among the online population in the U.S. (2,521 people) in Nov 2018,Based on those surveyed in the U.S. who have used VR in the last six months,of the Americans we surveyed who experienced VR in the past six months used it to play games.,Many use a VR headset to experience entertainment (65%),travel virtually (60%), and communicate with others (59%). Around 13% of VR users play VR games five times per week or more.,Social VR experiences/games include Facebook Spaces, Sansar, Rec Room, Playroom VR (free with PSVR), and Star Trek: Bridge Crew.WHERE PEOPLE HAVE EXPERIENCED VR,MOST COMMON WAYS PEOPLE HAVE USED VR,73%,65%,60%,59%,58%,58%,Games,Experiencing Entertainment,Virtual Travel,Communicating With Others,Training or Remote Learning,Artistic Expression,At home,At a friends house,At a game arcade,At a VR experience center,56%,36%,19%,18%,17, Newzoo 2019,Source: Research conducted among the online population in the U.S in Nov 2018,Based on those surveyed in the U.S. who own a VR headset,of the people we surveyed in theU.S. own a VR headset.,Almost a quarter (24%) of VR owners own a headset made by Samsung, making it the most popular VR brand. PlayStation VR (22%) and Oculus (21%) are the #2 and #3 brands, respectively. Of VR owners, 14% are unaware of their headsets brand.,BRANDS OWNED TO USE VR,24%,18, Newzoo 2019,Source: Research conducted among the online population in the U.S in Nov 2018,22%,21%,14%,9%,4%,4%,3%, Newzoo 2019,of the U.S. gamers we surveyed have used VR to play games more than once.,Source: Research conducted among the online population in the U.S. (2,521 people) in Nov 2018, Newzoo 2019,Based on people in the U.S. who play VR games at least once a month,of VR gamers we surveyed (gamers who play VR games at least once a month) play on a console, 28% play on a mobile device, and 24% play on a PC.,Seventeen percent play on a standalone VR headset, such as Oculus Go or Lenovo Mirage.,PLATFORMS USED TO PLAY VR GAMES,Console,Mobile Device,PC,All-in-One VR Headset,VR NET PROMOTER SCORE*,30%,28%,24%,17%,Promoters,Passives,Detractors,40%,36%,26%,Source: Research conducted among the online population in the U.S in Nov 2018,*The willingness to recommend something to others,20,Space-combat VR game End Space is an interesting VR case study, highlighting how a successful VR game can make its way to several platforms. The original version was developed for the Google Cardboard, acting as a proof-of-concept. After initial success, the game was renamed and launched exclusively on Gear VR. Due to popular demand, the game was subsequently launched on more platforms, including PSVR and Oculus.,