Opportunities And Challenges Of Augmented And Virtual Reality In The Gaming Industry

Business model canvas in the context of Virtual Reality and Augmented Reality

Discuss about the Opportunities and Challenges of Augment.

The concept of virtual reality can be defines as the use of technology is such a way to make the senses of an human being believe Management in a situation that is not true or virtual to be there in real life or reality (Ortiz-Catalan et al. 2014). Human are known to perceive the surrounding nature through their use of sense organs. The virtual reality technology makes use of these sense organs to make the human feel like he or she is really in the situation. The use of a three-dimensional and computer created environment which can be explored by the use of the user’s mobile device. Augmented reality can be defined as the integration of digital information in the form of an extra addition to the user’s current environment (Dunleavy and Dede 2014). The technology of augmented reality makes use of the existing information and overlays the new information on top. The programming of an augmented reality is made with the help of 3D programs to allow the programmers to make animations to be used by the users while using the software.

The selected industry to complete this report is the gaming industry. Mobile and Computer games has seen a recent hike in the quality and the visual experience for the consumers. They have already started to implement virtual reality in their gaming platforms so that the users and experience the fun of gaming (Miller et al. 2013).

Table 1: Business Model Canvass

(Source: Created by author)

The idea of having stimulated 3D game environment that can be viewed with the help of special glasses was farfetched. Recently due to the advancement in the technological field, it is now possible to view animated environment with the help of this type of special glasses and can be used to play games and do different works (Miller et al. 2013). Adoption of such gaming experience creation by the gaming community will provide a great deal of competition to other companies working on the development of games. The games provides a tremendous advancement in the development of audiovisual concept of gaming experience. Apart from the VR glasses, other devices are there which come as an addition to the accessories for the games Management that will be played by the gamers (Lv et al. 2015). The devices, which can be both as an extra range from simple hand, help bulb sensors to model games connected to the games. These devices are in huge demand by the gamers. The games add a layer of virtual animation on top of the original present real environment; it might become difficult that they would continue to bump into things in the real world. To avoid such complication the developers have created a solution, which is in the form of a 360-degree treadmill. This is a round deck platform where the gamer is strapped onto to play the game in the virtual world without bumping into the real world obstacles (Wu et al. 2013). The perfect combination of all such technological accessories makes the gaming experience better than ever.

Technology analysis and trends in the context of Virtual Reality and Augmented Reality in the gaming industry.

The product is of high demand for the hardcore gaming community who are willing to spend a little more money on a good experience in gaming. The cost of a virtual reality glasses is not much. It can range from a low priced cheap one to a much more costly branded one for the better experience in gaming. The customers cannot be segregated according to the age group classification. Any one if is shown the digital world using the VR glasses will get addicted to such technology instantly (Gamito et al. 2017).

For a representative customer the journey through such a digital world would make the gaming experience change forever. People want to get a chance at the gaming experience since they have seen the working module of the games and videos associated with the gaming community (Lohse et al. 2014). The representative is first to be given a knowledge on how the technology works in the real world. He is then strapped onto a 360-degree treadmill to avoid collision with obstacles. Up on the selection of the game genre like role-playing game or shooting the game is loaded onto the mobile device of the representative. The detailed experience will be awestruck for the representative and will be instantly addicted to the experience (Rohani, Sorensen and Puthusserypady 2014). The experience in using the gaming accessories and audiovisual experience will make the user feel as if he is in the gaming world itself.

The implementation of the segmented reality games have a far less active interaction with the gamers. The games provide the use of the phones camera to view the games part of the playing objective to be played. The games put the animated graphics design on the real world with the help of camera (Serino et al. 2016). This shows the active use of the augmented reality. Ti also has the implementation of the real world locations and places, which provide certain game checkpoints on the game (Dunleavy 2014).

Conclusion

Form the different research reports and the articles read during the compilation of this report it can be concluded that the gaming industry has made the highest profit from the used of the augmented reality and virtual reality technology in their domain. The pricing strategy with the addition of a better gaming experience it has forced many hardcore gamers to adopt the use of VR games. The best advantage of playing a VR game is that the gamers will be far more interactive and active in term of game play. They would be interacting more with the other gamers on the server and will be moving around the real world to play the game, which makes them active in nature, rather than just sitting and playing using a gaming remote control.

Identify the different customer segments to whom the product will be valuable

It would be of helpful recommendation for the gaming industry to make gaming experience for the gamers of the highest quality. People are willing to spend money of the gaming accessories to feel the best kind of gaming experience. It is a recommendation that the gamers invo9lve the games in a much better graphics so that the animation would look more like the visual effects used in the movies. This would make the game to be felt in the real world. As the recent games that have been released are all concentrated to the mobile industry it would be a recommendation to develop a particular device which be used for playing the games. These devices are to be designed with the idea for the use of the device in the virtual reality games. It would also be a recommendation for the game developers to implement both the augmented reality experience with the addition of the virtual reality experience together in a single game.

References

Dunleavy, M. and Dede, C., 2014. Augmented reality teaching and learning. In Handbook of research on educational communications and technology (pp. 735-745). Springer New York.

Dunleavy, M., 2014. Design principles for augmented reality learning. TechTrends, 58(1), pp.28-34.

Gamito, P., Oliveira, J., Coelho, C., Morais, D., Lopes, P., Pacheco, J., Brito, R., Soares, F., Santos, N. and Barata, A.F., 2017. Cognitive training on stroke patients via virtual reality-based serious games. Disability and rehabilitation, 39(4), pp.385-388.

Lohse, K.R., Hilderman, C.G., Cheung, K.L., Tatla, S. and Van der Loos, H.M., 2014. Virtual reality therapy for adults post-stroke: a systematic review and meta-analysis exploring virtual environments and commercial games in therapy. PloS one, 9(3), p.e93318.

Lv, Z., Halawani, A., Feng, S., Ur Réhman, S. and Li, H., 2015. Touch-less interactive augmented reality game on vision-based wearable device. Personal and Ubiquitous Computing, 19(3-4), pp.551-567.

Miller, K.J., Adair, B.S., Pearce, A.J., Said, C.M., Ozanne, E. and Morris, M.M., 2013. Effectiveness and feasibility of virtual reality and gaming system use at home by older adults for enabling physical activity to improve health-related domains: a systematic review. Age and ageing, 43(2), pp.188-195.

Ortiz-Catalan, M., Sander, N., Kristoffersen, M.B., Håkansson, B. and Brånemark, R., 2014. Treatment of phantom limb pain (PLP) based on augmented reality and gaming controlled by myoelectric pattern recognition: a case study of a chronic PLP patient. Frontiers in neuroscience, 8.

Rohani, D.A., Sorensen, H.B. and Puthusserypady, S., 2014, August. Brain-computer interface using P300 and virtual reality: A gaming approach for treating ADHD. In Engineering in Medicine and Biology Society (EMBC), 2014 36th Annual International Conference of the IEEE (pp. 3606-3609). IEEE.

Serino, M., Cordrey, K., McLaughlin, L. and Milanaik, R.L., 2016. Pokémon Go and augmented virtual reality games: a cautionary commentary for parents and pediatricians. Current opinion in pediatrics, 28(5), pp.673-677.

Wu, H.K., Lee, S.W.Y., Chang, H.Y. and Liang, J.C., 2013. Current status, opportunities and challenges of augmented reality in education. Computers & Education, 62, pp.41-49.

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