What is the future of Virtual Reality?

The idea of virtual reality has been around for a few years now, and at the start of 2016, we finally started to make some real progress towards it. With VR technology becoming more and more accessible with companies like Google, Facebook, HTC and Sony all getting involved to become major players in the space, the question is, is virtual reality just a fad, or is it the way of the future?

Video Transcript

If there’s one thing this industry loves, it’s a bit of new tech.

And, unless you’ve been living in a cave recently, you’ve likely heard a lot about the development of Virtual Reality – the latest trend that’s going to revolutionise the way we consume media…

But – haven’t we heard this all before?

I mean we literally have in the case of VR…

“There is a lot of work being done on VR, and the field is not only hot, but getting hotter by the month!” This was from 1992!

So why should we listen when it failed to impress before?

Fair enough – in the 90’s there just wasn’t the hardware to sustain the development.

But there have been plenty of ‘revolutionary’ advances in media consumption that have flopped in recent years too…

3DTV, Google Glass, Augmented Reality, Siri… The Apple Watch.

Were these products just tech for tech’s sake? – And do consumers really feel comfortable talking to their watch, asking for directions to the nearest cinema?

And if that is the case – how are people going to feel about wearing giant blacked out ski goggles and headphones whilst they do their online shopping?

So – the real question is, is the VR bubble going to pop? Or live long and prosper?

Well, it has A LOT of backing from some huge tech companies; Google, Apple, Facebook, Samsung, Microsoft to name a few, so will they really let it fail?

And with their financial support, software development is evolving rapidly, making it a lot easier for production companies to create fully immersive experiences.

And that’s great, but are consumers really going to care? Are they going to participate?

Where it’s most likely to have success is where there is a genuine consumer benefit for its use –

In gaming……..

Porn…..

Experiential marketing….

And Architectural visualisations.

And, there are some brilliant executions already out there:

The Eve Valkyrie title has the gaming world on tender hooks, with pundits expecting it to be the benchmark for games in the future

Or take the Marriott hotel’s ‘The Teleporter’ that transports viewers to a beach in Hawaii, a brilliant example of using VR as a powerful marketing tool.

And of course, our project turning an ordinary launch video into a beautifully immersive experience…

But, we can’t predict the future of VR in the long term –

Will producers be able to overcome the nauseating side effects that VR content sometimes has on viewers? Will people refuse to live in the real world, because VR is just so much more interesting & exciting than their own?

Who knows?

But what we do know, with a small degree of certainty is that, like with every technological advancement in the world of Marketing, brands will be all over it….

And if you haven’t already been asked to create something in VR, you probably will be very soon. So make sure you know the process, the challenges and the benefits before you start selling it into your client.

If you want to hear or see more about VR why not give us a call on 02079935112 or get in touch.

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Liz Chai

Liz Chai

Originally heralding from sunny Australia, Liz has worked both agency side (at Leo Burnett and Pulse Creative) and now production. She's hugely passionate about creative content and has an infectious enthusiasm for the industry as a whole.

Content and Marketing Manager, Pebble Studios

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