Tag Archives: VR

Monetising Virtual Reality

I’m on the train back from a conference where I was privileged enough to be part of a panel alongside top guys from the BBC, Unity and Dubit, we discussed and interrogated the money making roadmap for Virtual Reality (VR).

It was interesting and much fun, not least because it’s something I believe is here to stay (no surprise to those of you that follow me), but eyebrow raising too in that the focus across the industry is steering quickly to ROMI (Return on Marketing Investment) rather than considering the fact that we haven’t really nailed the craft, purpose or immersion factor yet.

I was asked afterwards by several people; ‘What are your top tips for getting into VR and where is the money?’ (mainly in the same breath) and so thought I’d distill the panel into a post… here goes.

First things first; as with any good content (or business), a VR experience is only as good as the idea(s) at the core. Crack a brilliant concept first and the money will follow (one way or another). During my career I’ve worked for some of the top agencies in the world, of these two spring to mind; one was focused on money first and idea second, another ideas first and money second. The latter is acing it, the first is arguably losing it’s identity, staff and direction. Enough said.

Secondly, again you’ll see the parallel here; you have to build trust. Trust in the medium is growing but headsets aren’t about to fly off the shelf just yet, it’s a slow burn but it will reap it’s reward.  The ‘jazz hands’ have been and gone, the next phase on the roadmap is about creating brilliant and relevant experiences, VR is about immersion not reach. Get this bit right and scale (therefore money) will follow.

Third up; consider the right investment and return model. You can; create an app based service and tie subscription to it, you can launch with experiential then move to freemium and start an economy of scale from there, you can take an AR in-road with an upgrade model, sponsorships, partnerships, branded content… as with any new medium there are many money making ways. However, as with any medium, one will apply to your objectives more than the other. Explore and choose carefully.

It’s a bit ABC but thats because really truly, the basics aren’t actually all that complicated. The playground is big, experimentation is happening, trailblazers are lighting up the way. Those that keep their head but jump in and concentrate on; brilliance, trust and effectiveness (in that order), will be the ones to make their millions in this medium.

See you there.

Minecraft Money

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the voice inside my head told me to do it

Psssst

I’ve been trying to work out how to deliver whispers through experiences.

No I haven’t finally lost the plot, though you’re forgiven for thinking so but it has got me thinking about what we need to bring together to do this.

Binaural sound is trending at the moment, though largely delivered through bigger immersive experiences or using 360 video and normal headphones, which is ace and puts you in the moment more than one directional sound can.

But it’s not enough for me. I want to take this one step further and completely blur the lines between visual and sound effects so that they’re delivered together seamlessly…

Imagine a VR headset with built in bone conduction audio that would give you complete visual and audio 360… still with me? Good.

This really would take you to the next level of immersion and rumor has it something is being trialled, which I am very excited about…

Immersive storytelling is about to get a whole lot more… well immersive.

 

vogtk

found on imgflip.com –  thank you 

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VIRTUALLY HUMAN

I love as much as the next person donning a head set and immersing myself in a world of fantasy where I can fly around on my very own dragon and slay my enemies, an experience that envelops my physical and sensory powers, transporting me to a space and time beyond my real identity.

But this is fast becoming just a norm, scary? Maybe… maybe not.

VR is winning over on mere fiction; it challenges the mind, it challenges the perception of reality, I guess you could say therefore that it challenges mankind.

Another technology that I love working with is Artificial Intelligence, the only thing I can imagine more exciting than either VR or AI, is the two working together.

AI is the science of making intelligent machines or programs based on algorithms derived from understanding the cognitive ability of the human brain but not limited to biology. Once taught, these machines can be scripted and controlled, but more exciting they can become autonomous.

We’re not quite at the stage where we characterize what kind of computer procedures we want to call intelligent, but they lean towards those that are maybe less mechanical, or less engineered, i.e. prompted by emotion.

Human IQ is the measure at which human intelligence develops based on; speed, short-term memory and the accuracy of long-term memory. AI is arguably the reverse; programs have plenty of memory and speed but their abilities correspond to inputs and commands.

To this end, currently most work involving AI involves studying the challenges the world puts to our intelligence in order to solve them at an improved return on speed or money, but if we were to combine a world created virtually along with the abilities of AI, then surely we could create a new theorized knowledge source; a new perspective… a new reality.

Information is at our fingertips, the likes of Google sorted that one for us, but new insight, new knowledge, that is far more interesting. So if we could create worlds that anticipated situations of the future and then input artificial intelligence into it, then in this parallel universe we could create a new perception, a new reasoning.

Technology is powerful in the hands of humans, if we enhance that artificially then the virtual world could be our new oyster.

Cyborg Head

Now, where did I leave my Dragon..?

 

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