VR market to be worth $37 billion by 2020, says SuperData

The emerging VR market will grow by $4.9 billion this year, according to SuperData.

The growth will be driven primarily by hardware, with software beginning to bring in more revenue. SuperData estimates that the market will be worth 437.7 billion by 2020.

The company says that ‘like most new technologies and platforms, VR has had a rocky, but predicable, start’.

The report states:

“Supply constraints limited access to...

By Colm Hebblethwaite, 20 April 2017, 0 comments. Categories: Devices, Research.

Kingston University VR centre puts students at the cutting edge of games design

Kingston University has invested £53,000 to create the Centre of Augmented and Virtual Reality Environments to ensure its students are right at the forefront of the games industry.

Known by the slightly more ominous name of CAVE, the centre compliments the newly- redesigned games lab at the university’s Penrhyn Road campus.

As well as preparing students for their professional lives by giving them access to the latest equipment and tools, staff also hope to give them the opportunity for...

By Colm Hebblethwaite, 24 March 2017, 0 comments. Categories: Developers, Gaming, Research.

IDC predicts VR and AR market take off

A combination of new device launches, lower prices and an explosion of consumer and enterprise content is going to lead to fast growth in the global VR and AR markets, according to the International Data Corporation (IDC).

In its latest Worldwide Quarterly Augmented and Virtual Reality Headset Tracker, the IDC predicts that headset shipments will reach 99.4 million in 2021.

This represents growth rate of 58% over the five years from 2016.

By Colm Hebblethwaite, 21 March 2017, 1 comment. Categories: AR, Research.

First ever European VR landscape unveiled with more than 100 firms on board


A first ever European virtual reality (VR) landscape, featuring companies that are developing infrastructure, tools/platforms and/or apps for the thriving ecosystem, has been released by Silicon Valley-based venture firm The Venture Reality Fund, with more than 100 companies making the cut.

The European VR landscape, which was created in partnership with LucidWeb, is based on extensive research and information gathered during meetings and calls with regional VR ambassadors across...

By VR 360, 10 February 2017, 0 comments. Categories: Platforms, Research.

How to make CX innovation count in virtual reality


Consumers now expect their interactions with brands to be flawless and engaging. In this ‘Age of the Customer’, as Forrester refers to it, they will simply take their custom elsewhere if these expectations aren’t met.

It’s therefore unsurprising that 71% of B2B businesses have made it a top priority to improve customer experience, according to...

By Daryn Mason, 06 January 2017, 0 comments. Categories: Research.

AR and VR need better hardware, software and power for mass adoption

(c)iStock/Jacob Ammentorp Lund

On July 6, 2016, Niantic released its augmented reality (AR) game, Pokémon Go. Over the course of the following few weeks, the game, according to SensorTower, was downloaded more than 15 million times, attracted 21 million active daily users and pulled in more than $160m in under a month.

To say Pokémon Go was a phenomenon would be an understatement. But is it the 'ah-ha' moment some have made it out to be?

It likely is not. While Pokémon Go has been...

By Vishwa Ranjan, 05 January 2017, 0 comments. Categories: Research.

VR hardware needs to be cheaper for mass adoption, research says


We've all heard that the majority of high-end virtual reality headsets are too expensive for the average consumer, but new research by The Foundry cements this belief.

According to a recent study the creative software developer carried out, UK adults are only ready to spend £134 for a VR device. Sure, that may get you a Samsung Gear VR or Daydream, but this means the likes of Oculus Rift and HTC Vive are still beyond most people's grasp. 

The survey of 2,001 UK adults...

By Rachael Power, 22 December 2016, 0 comments. Categories: Research.

Big brands using VR and AR to connect with consumers this Christmas


Ah, Christmas marketing - the annual 'tug-on-your-heartstrings-fest' that is brands' advertising pinnacle. It's a rather big business, with £24.3bn predicted to be spent this Christmas by consumers, which makes companies jostling for space in your emotions kind of understandable. 

And what better way to engage customers than with a technology that can capture the senses, making them feel and think a myriad of different things?

New reserach by Adobe and...

By Rachael Power, 15 December 2016, 0 comments. Categories: Research.

Irish county council uses VR to educate people about road safety


Ireland is making some headway in addressing its road safety problems. Last year was one of the lowest since 2012 for the number of road deaths, but even one death is a figure too high.

Perhaps this is why one Irish county is turning to virtual reality to help demonstrate to people why they should take greater care when driving, according to

By Rachael Power, 07 December 2016, 0 comments. Categories: Research.

BBC's new 360 experience looks at human trafficking


The BBC is the latest media organisation to come up with a powerful 360 experience that highlights a prominent issue in today's world: human trafficking. 

The broadcaster has been ramping up its 360 video production as it explores VR as a way of connecting with audiences.

This particular 360 video is part of the BBC's campaign, 100 Women, which has run since 2013 and examines the role of women in the 21st century, with physical events in both London and...

By Rachael Power, 25 November 2016, 0 comments. Categories: Research.