Unconsciously, the first anniversary of PSVR was released.
Sony Interactive Entertainment (Shanghai) Co., Ltd. (SIE Shanghai) announced a series of latest information for the Chinese market at the 2017 PlayStation China Conference:
Including the forthcoming PlayStation VR (PS VR) games and video content, Shin Sangoku Musou 8 will be released in the domestic simplified Chinese version, NBA 2K18 will officially land in China, "Going back" PS4 gaming.
The 2017 PS China Conference was almost the same as the first anniversary of PS VR in China. I also had the privilege to meet with Tian Tianwu, president of Sony Interactive Entertainment China. After the meeting, Tian Tianwu took part in the interview. The technology media also targeted PS VR.
PS VR is very bright and gives some background information: In the downturn of the entire VR industry, PS VR has kept the customer unit price high enough and the number of sales is also enough - more than the two competing products add up to more .
According to a data report in June this year, PS VR has already sold more than 1 million units. The figures for February of this year were respectively - Sony's 915,000 sales, HTC Vive's 420,000 sales, and Oculus Rift's sales of more than 200,000; in the first quarter of this year, PS VR sold 375,000 units and HTC Vive sold 95,000 units. Taiwan and Oculus Rift sold 64,000 units; Sony PS VR sales are still far more than the sum of the other two competing products.
This is even beyond Sony's own expectations. You know, when Sony introduced the PS VR last year, it claimed to "carefully treat the VR product." As a result, only 50,000 sets of VR were prepared for the launch, causing a serious shortage. Later, it increased production capacity and eased pressure on the channel.
However, despite the fact that Sony PS VR has achieved great business results, we still have to throw a cold splash on the VR industry. Why PS VR has been successful, but I think it is still unsuccessful?
The success of PS VR, not the success of VR, is the success of Sony's belief
Last year, when Sony was about to market PS VR, a lot of media mentioned the problem of conversion at that time - at the time, if you wanted to experience HTC Vive or Oculus Rift needed to buy a host computer of at least $600, you had to add at least one strong performance. The graphics card; while using PS VR, you only need to buy a PS4 less than $ 299 is enough.
According to many media analysis, the PS4 had more than 40 million possessions at the time. Even though 1% of people purchased this product, it was also 400,000 units, and it was enough to fight the other two competing products. Not to mention those games IP owned by Sony...
Sure enough, when the PS VR was launched, it reminded fans of buying the PS4:
The global market is rushing to buy hot, and the Chinese market is also in short supply. When it was just launched, it would even increase its price...
However, the success of Sony's PS VR is actually not the success of VR. It is the success of Sony's belief.
Sony's entire game business and industry are highly vertical and are reflected in the PS VR. To say that the success of PS VR, it is definitely built on fanatical PS fans - not only the game production, marketing, announcement and the height of the unity of the channel, even the consumer groups are the same.
In essence, the PS VR is like an extension of the enhanced experience-style accessories such as the XBOX Kinect, and is as cool and fresh as the naked-eye 3D technology on the old 3DS. To say so, it's not ridiculous for fans.
At the time, many analysts also mentioned that Sony PS VR's popularity was destined to be fatal. This is a case of using high-dimensional fan economy to crack down on low-dimensional business. But isn't it a good thing for education in the VR market? This issue still needs reconsideration.
The implication is that Sony PS VR has been very successful from a commercial and fan economic point of view, but the large-volume Sony PS VR has entered the market, its performance parameters, the use of earlier positioning technology, strict application restrictions The ecology of PSVR does not represent the front-line level of the VR industry.
For VR experience, will people feel that VR experience is the case, will it hurt the entire market?
The supply of game content is still too little, even after the core player is fresh, PS VR is starting to eat ash...
With regard to this issue, many core players proposed at the end of last year.
In November of last year, when the PS VR was launched, the Chinese market launched a total of 12 games, of which 8 games were also the first games of the PS VR in other regions. The “Driver Club VR†is the largest work. The 4 models were developed by domestic developers, and the "Ace Banana VR" launched by Chinese star developers was also in the list of the first games of PS VR in other countries.
The PS VR China version starts with fewer games than the United States, Japan, and Hong Kong. Even if there are already a lot of store contents for the PS VR in China, the content that the player calls the name and is willing to pay is almost the same. The big IP's, such as "Driving Club", "Final Fantasy 15," "Farpoint", "Batman" and so on.
Moreover, many players also clamored - PS VR experience "Drive Club" is driving, while motion sickness, as a whole still have to adapt to a process ... ...
And many media also believe that the "Last Fantasy 15" version of the big IP VR version - still forget, suggest that we do not experience ... ... very monotonous, very boring ......
The initial experience brought by "Farpoint" is a pleasant surprise, but most of the players will not be willing to bring a helmet every day to open it.
We tried to query the specific opening time of those PS VR games that were well-known, but the PS platform did not disclose data like Steam.
According to the following statement by Shawn Layden, president of Sony Interactive Entertainment USA, most of the game time should be around 20 minutes.
Before the PS VR was launched globally, most of the games were similar to DEMO. For example, Sony showed VR World before it was released. The Batman VR experience is just a small segment, and most of the game experience lasted. 20 minutes.
In some of the game player feedback we found, the main line single clearance time is already a very long work at 5 hours.
This caused a lot of players dissatisfaction, said "Don't fool us with these DEMO", and Shawn Layden, chairman of Sony Interactive Entertainment USA, also believes that the current length is the VR "best effect", the implication, Longer play time in VR games is not realistic at present.
Can not achieve long-term immersive play, a lot of games is only the state of the DEMO version of the host works, resulting in a lot of core to the players will PS VR lost aside and have to eat gray.
We also cast the issue of “PS VR eating ash†to Tian Tianwu before, and he acknowledged this phenomenon.
He mentioned how to awaken those core players who are no longer active and, most importantly, continue to provide better content on a continuous basis; combine Sony's own advantages to try more and more interesting content and gameplay; he also mentioned In this year's China Star program, Sony also pushed several Chinese developers' games to the global market.
It pleases Sony players, but it is still not a public domain dish
Compared to its own PS VR and Oculus Rift, which has already hosted Facebook, HTC Vive’s layout has always been large and open – on the one hand, it has entered more areas of education, health care, learning, film and entertainment, and on the other, it has begun to unite. Experience shops offline and propose measures for users who have not purchased equipment to experience VR.
HTC Vive is trying to play the role of a VR industry's infrastructure builder, popularizing the important role of VR for mass consumers, developers, and people in various industries.
However, the status quo is not like focusing on PS VR in the narrow area of ​​the game.
Sony is not all focused on the game. Plans for other areas are also being explored. Earlier, Kazuo Hirai filed a plan to use PS VR in more fields, such as medical equipment, vocational training and other areas, and Sony Interactive Entertainment Japan and the head of Asia, Hiroyuki Morita, expressed in an interview with Reuters. Will the PS VR be used in the B2B market.
Tian Tianwu expressed more or less ideas in this regard, but more tactics are to unite video and audio partners to extend the experience content of VR; while in terms of games, they mainly continue to support Chinese developers. , launch more content.
Deep plowing in the game industry is an advantage as well as a disadvantage. Through large-scale marketing activities and an exquisite (but short) game experience, PS VR allows non-gamer groups to have a preliminary understanding of VR more or less. But how to jump out of the game circle has become a curse for PS VR.
The lack of developers and insufficient game content for PS VR is not a single issue in the narrow field of game VR. To solve these problems and promote the development of the entire VR industry is the only way out.
However, the development of the hardware and software of the PS VR is deeply combined with the Sony Playstation, and it is also deeply bundled with the game. Internally, it is difficult to erupt into the power of exploration outside the game industry.
Obviously, as one of the top three VR hardware masterpieces, PS VR's lead role is not in place.
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