Jiang Shan is a picturesque artist and how many heroes he used to describe the AR (Augmented Reality) market in the past. It is appropriate. With the outbreak of the industry as a whole, the only thing that will happen is that there is only a big river east. Among them, the mobile game industry is the most bleak. But not long ago, the conference of Apple made the whole industry see new opportunities and opportunities.
Speaking of Niantic, it's unfamiliar to us that if you switch to the augmented reality mobile game Pokemon Go, you must be familiar with it. As the leader in the current AR game industry, the publishing company of Pokemon Dreams, Niantic Absolutely has the most say.
Niantic launched two legendary Legends on July 23 this year - "Lugia" and "Articuno" for the majority of players to team up to capture. The accumulated global revenue was approximately US$5.8 million (approximately RMB39.13 million), which broke the single-day record of US$5.7 million set on October 28 last year. In 2016, the overall revenue reached 950 million U.S. dollars (about 6.25 billion renminbi).
From this game alone, the mobile AR market is thriving and gold everywhere. When you calm down, you can see through the false prosperity that the real thing is a dominance. The rest of the people fight for each other and win the cake.
The success of Pokemon is not based solely on AR's own technology and current popularity. Pokémon has a broad player base. As an "old" game with more than 20 years of history, the player group is not only large. The age span is also very large. Among them, Japan and European and American players are the main players. Many senior fans will not miss any games related to them.
There is no shortage of content in China but it is technically weak and the ecosystem is not matureIn the past two years, social media has often been swiped overnight by a hot IP, among which there is no shortage of explosions that can be used very well, especially games that have been derived from nettext.
However, starting from the actual experience, whether it is the production of classic TV IP or network IP, the game can not be described as excellent, can still be confined to the traditional game ideas, lack of highlights, mainly relying on the adaptation of the flow of IP itself.
Domestic technology giants announced early entry into the AR industry. Whether it is the AR red packets last year, or the AR+ e-Commerce that will come this year, or the latest AR makeup test, all walks of life have their own footprints. But why is it ideal for the game? The first part of universal access to AR has no bright spots.
In fact, in the final analysis, not everyone does not want to engage in it, but it is too difficult. This is not simply to say that it cannot be done, but it is tasteless, and it is a shameful choice to abandon it.
Take the common FPS game, the culprit is no longer stationary, such as the patch painting hanging on your mobile phone screen, but moving with the actual background.
Unfortunately, this technology has not yet been formed in China, and the most used one today is the development process of Vuforia+Unity. The simple point is based on 2D image recognition technology, which is far from truly attractive.
Secondly, AR practitioners are scarce, and they have gradually attracted talents from the blowout of 2015. There are not too many teams in the country, which also inhibits the technological breakthrough.
On the other hand, hardware is also a big constraint, and domestic manufacturers still emphasize PPT data rather than the actual user experience. They are obsessed with splicing the best hardware instead of perfecting the whole. Fortunately, some vendors are aware of this and are starting to really look at the user.
The problem with these various factors is that the overall ecosystem is immature and there are not enough players.
The audience of the early stage of the AR game will not be too large. If it is not for strength, it will not be supported by word of mouth and it will soon be submerged in the thousands of new games that will be launched daily.
Finally, there is a terrible vicious cycle. All involved in commercial investment, the investor will evaluate from all aspects, if the risk is too high, they would rather wait for the gradual growth of small and medium-sized studios, the final acquisition, which is undoubtedly the most secure way.
After arranging the latest news, the author discovered that several domestic game developers did not have new plans for the AR game industry in the short term.
On the whole, there is a large number of people in the country who have absolute information for the AR game industry and ecstatic pursuit. However, their power is limited and they are very embarrassed. What is missing at the moment is the actual entry of domestic technology giants, which will completely bring in the capital. Perhaps this is the only way to get rid of the hardware and start the overall situation.
It's not a paradise in foreign countries, just a hundred flowersOf course, there are still various difficulties in the development of the AR mobile terminal. Even if we look at the case that the foreign mobile game industry AR is really successful, most manufacturers are still struggling to cross the river to try to find an experience. The balance between market profitability.
The biggest dilemma of AR games may be due to the fact that its operation mode conflicts with most types of games, and the solution at the technical level is relatively expensive.
However, after a period of development, foreign markets have introduced hardware devices that can be used commercially and bring very good experiences. It can be said that the hardware aspect has matured, rather than the domestic PPT effect that still emphasizes data.
The same advantages of foreign companies are the mastery of the technology core. This is one of the most important advantages. Compared with only a few domestic content production companies, there are as many as 30 to 40 foreign companies in the same industry.
Due to the physical layout of companies such as Facebook and Google in the AR field. Last year, the overall foreign investment in the AR industry was 3 billion U.S. dollars, while the domestic market was only 500 million U.S. dollars during the same period.
Over time, the dilemma faced by foreign markets has been more than just responding to the lack of content. The short-lived market for high demand is the most daunting.
Because this forced the developer to increase the recruitment threshold and salary treatment in order to expand the team, greatly increasing the previous period's investment and cost. For example, "VA-11 HALL-A" relies only on the success of the two-person team's game.
New issues like this will continue to emerge, and every new market is ripe for maturity.
With the continuous expansion of the mobile game market, Apple has also been unable to bear the greed of ambition to try to enter and change, hoping to become a leader, through the AR's east wind, and as the core at the autumn conference. The hardware and software layout of a new generation of smart phones.
At this conference, Apple emphasized that the iphone 8 series and iphone X are all integrated with hardware and software and are the best AR carriers.
Using ARkit as development software, three game masterpieces based on this were demonstrated. The high-fidelity visual image was dynamically combined with the real world through a specially-built camera to optimize the algorithm to achieve a magical combination of “virtual and practicalâ€. This is just one of the Apple hardware and software plans.
In the demonstration, the real-time multi-player game "The Machines" from Directive Games is particularly eye-catching. The AR strategy game based on the Unreal 4 engine will become the first competitive multi-player game designed specifically for the iPhone AR. This game can bring the player closer to the real-world interactive experience, especially when the physical movement in reality, through the screen will see the reality and the virtual character combined in one, a more novel sense of combat.
It is not difficult to foresee that we will be able to see more developers entering the unfinished nuggets.
Apple is trying hard to catch up with opponents in Facebook, Google and other industries. It is undoubtedly the most sensible choice to start from the game industry through a large user group. The resulting new round of industry competition will accelerate the improvement of the industrial chain from the hardware side to the software. In particular, the large-scale holdings of new Apple products by domestic users in the future may be able to break the current domestic technology giant’s unwillingness to take action. The embarrassing situation has raised the overall R&D environment of the industry and is really in line with foreign countries. The ultimate benefit is the majority of players.
ConclusionWhen leaving the industry's "outbreak of the first year" of the blessing boost, and the resurgence of the artificial intelligence boom this year, the AR game industry has gone from being crazy to rational development, leaving more marketing gimmicks and players needing content from the content. It is believed that with the accelerating competition in the industry, it will surely be visible in the near future, and sincerely hope that domestic manufacturers can take advantage of existing advantages and start more from the hardware and software level. This beautiful blue sea!
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