VR/AR Association Releases Vancouver Ecosystem Infographic: 130+ VR/AR Companies and Growing

 
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130+ Companies and Growing!

(Thursday Sept 21, 2017) - Vancouver is a city in the heart of the Pacific Northwest, renowned around the world for its majestic mountains, pristine waters and stunning beaches. Recently, Vancouver’s also been making a name for itself for another reason. The city has become a global hub for VR/AR/MR and is home to 130+ innovative companies. in the space. These companies are solving problems, creating immersive storytelling experiences, educating and building the next wave of computing. 

A 40-plus-year legacy in film & television production. More than 30 years of cutting-edge VFX & animation. World-class games & mobile entertainment cluster over two decades in the making, a strong tech scene and one of the top startup cities in the world.

Click here to read the full report

Watch our VRARA SF Event in 360

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Last week, VRARA SF held a quarterly chapter event focused on lightfields. What are lightfields and why are they important to immersive media like AR & VR? These were the questions we tackled during the event. 

For more detail, you can watch the entire video below. And to show that we're walking the walk with VR, we've captured the event in 360. Watch it embedded below or view in cardboard mode (stereoscopic, head tracking, etc.) in a compatible headset.

We'll have more coverage soon, including individual session video (traditional 2D) with soundboard audio. Until then, special thanks to all of our sponsors and speakers

Bay Area: Join us in December at VRX 2017

Contact us for a discount code. Super early bird ends Friday

In VRARA's continued partnerships throughout the event world, the latest is VRX 2017. Taking place 12/7 & 12/8 in San Francisco it features heavy-hitter speakers from HTC to Audi. 

With a theme grounded in VR's business growth and cultural immersion, it promises lots of concrete learnings, not to mention networking with industry influencers. 

VRARA SF is proud to be a media partner, meaning we'll not only be there but members can receive a 15% discount code to attend. Contact us if interested. We hope to see you there.

More from the event organizers:

Now in its 3rd year, VRX has established itself as the world’s premier gathering of senior-level virtual reality business leaders. Previous speakers include a global who's-who of those pioneering the way in VR, with CEO’s and senior decision makers making waves in gaming, film, enterprise, broadcasting, healthcare, education and more. Expect more of the same this year, with more to be announced.

 

 

How Will Advanced Display Technology Drive VR/AR Adoption

By Chris Chinnock, Insight Media chris@insightmedia.info

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That is one of the key questions that will be addressed at the Streaming Media for Field of Light Displays (SMFoLD) workshop to be held on Oct. 3 followed by Display Summit on Oct. 4-5.  Both will be held in Sterling, Virginia and will feature leading technologists discussing the state and future of immersive displays and the infrastructure needed to deliver these compelling images.

NOTE: VRAR Association members get a 20% discount on Display Summit registration. Email info@thevrara.com for your promo code.  Display Summit registration includes access to SMFoLD workshop as well.

At Display Summit, we will be looking at component technology, headset designs and application requirements for AR and VR.  Most of the focus will be on non-consumer applications and trying to understand how advancements in consumer-facing products and technology will enable other professional and commercial applications.

For example, one of the promising new display technologies for VR/AR applications is microLEDs.  For this application, most are focusing on a monolith approach where a wafer of blue GaN LEDs is bonded to a CMOS active-matrix backplane to drive individual emitters. These LED arrays are high density with small (3-10 micron) emitters.  The challenge is that only blue light is created with this process, so some sort of color conversion technology is needed to get to full color.  Phosphor conversion technology won’t work as these particles are 100x to 1000X bigger than the emitter and no good green phosphor exists today.  So how do you solve this problem?

At Display Summit, VeraLase will describe their approach to color conversion called Chromover that combines photoluminescent quantum wells with a novel resonator to enable bright, efficient full color microLED microdisplays.

Another approach will be described by Nanosys.  They are developing quantum dot materials that absorb blue light and reemit in the green or red.  His talk will discuss the requirements for quantum dot color converters for microLED displays and the current development status of quantum dots for this application.

Market analysts from Yole will also be there to provide an overview of technology trends with microLEDs along with insight into their adoption in a number of applications including AR/VR.

Most agree that current image quality needs to be improved significantly in AR/VR headset designs.  Factors that impact the design include resolution per eye, field of view, latency, frame rate, color gamut, motion and other artifacts, etc.  While creation of high quality headsets is mostly possible, the size, weight, power, ergonomics and cost would not be suitable for most applications.

To address these trade-off challenges, VR/AR industry guru Karl Guttag will focus on wide field of view and high angular resolution headset design.  He will provide an analysis of this design space and the trade-offs we have to make today, and what new technologies should allow in the near future.

One of the key components of AR/VR systems is the waveguide optic.  This device typically features a holographically-defined input optic to capture the image from a microdisplay and allow it to propagate inside the waveguide.  To extract the image and present it to the user, more holographically-defined optics are used.  Achieving full color and wide field of view can be a challenge, so how can this be addressed?

Luminit will provide a nice overview of the design principles of these holographic optical elements (HOEs) and provide some insight into to how their company manufactures them and their performance characteristics.

Digilens will likewise describe their approach to full color wide FOV waveguide design and profile their current use in Head-Up Displays and future use in AR/VR headsets.

For those who actually design and build AR/VR headsets, the ability to characterize performance is always a challenge. Few standardized methods for device characterization exist and few metrology companies support this emerging area.  Fortunately, Radiant Vision Systems is focusing on this area and will provide some insight into the tools they have developed to characterize optical performance of dense, high resolution microdisplays.

We are also seeing a huge desire to use AR and VR technology in many commercial, military and professional applications where training is required.  The use of AR and VR is being explored vigorously in many industries, so adapting the tools and technology from consumer-facing products can be a cost effective way to move forward.

But the needs and challenges of these non-consumer applications are different.  For example, enterprises need to be able to train personnel locally or remotely in a VR or AR environment.  EON Reality has stepped up to this need by developing their EON Enterprise Virtual trainer.  

This solution provides a unique 3D virtual training collaborative environment that allows a Trainer to train ‘students’ either locally or remotely.  The Trainer starts a ‘Lesson’ that consists of a 3D virtual model within a 3D virtual environment, the Student via a Head Mounted Display (HMD) is immersed in this virtual environment and receives either direct instructions via VOIP from the Trainer or instructions/prompts from within the 3D environment or a combination of both.

But hardware is not the full solution of course.  Careful choice of display content is very important to provide tangible operational value to wearers of these systems. Synergy and compatibility with other platform displays is another very important design factor.  Rockwell Collins will discuss these issues in the context of AR displays for training.

Another challenge is the fast pace of innovation in the AR/VR market.  Many non-consumer applications need solutions that will last for years and relying on consumer products means products, parts and support may not be available over this time period.  On the other hand, developers want to be able to take advantage of recent upgrades in technology.  So how do you solve this dilemma?

One way is via standards efforts such as OpenXR with middleware platforms providing solutions today.  Sensics CEO Yuval Boger will describe the problem of future-proofing training systems, review existing solutions for this problem and describe ongoing efforts.  He will conclude by describing effective strategies to keep training systems current.

Finally, Rockwell Collins will describe their Integrated Digital Vision System (IDVS).  It is an advanced combat helmet mounted display system for warfighters that combines real-time mission data with multispectral vision sensors into one view for enhanced situational awareness.

The IDVS sensors include two low light level Visible/Near-InfraRed (VisNIR) sensors for binocular night vision, as well as a single Long-Wave InfraRed (LWIR) sensor for thermal imagery. On-board processing fuses the sensor video with incoming data from various sources (such as a command center, other warfighters or UAS) for low (less than 5ms) latency augmented vision, day or night.

The first prototypes utilized two high resolution OLED micro-displays with see-though free-form prisms for near-eye display. The next generation IDVS will incorporate high definition waveguide displays for better see-through quality and higher brightness.

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The SMFoLD workshop is designed to provide an overview of the light field ecosystem from content creation/generation through distribution to advanced 3D displays.  These displays can and will be large theater-sized, desktop monitor scale, or mobile phone and AR/VR headset types.  The workshop will also focus on the formatting, signaling and encoding of light field data for efficient distribution over networks.

Such a streaming standard could be useful for the distribution of all kinds of large data sets.  This can include VR/entertainment files, medical data (CT, MRI), CAD data, geophysical and photogrammetry information, point cloud data, SAR data and much more.  The data sources are out there, but the advanced visualization systems and delivery mechanisms need work.  This workshop is designed to advance this discussion.

More information on Display Summit and Stream Media for Field of Light Displays can be found at:

http://www.displaysummit.com/2017_display_summit/

http://www.smfold.org/2017-smfold-workshop/

Contact: Chris Chinnock, Insight Media, 203-831-8464, chris@insightmedia.info

World’s First Mixed Reality Arcade Opens in Stamford, CT

Featuring Microsoft’s Hololens devices, The Holodeck is the first of its kind, bringing true Holographic and Virtual Gaming to the general public. Located in the Stamford Town Center, it will have not only Hololens Holographic Games, but HTC Vive and good ‘ol fashion Xbox Stations as well. “There is something for everyone from the casual to the hardcore Xbox gamer here at The Holodeck”, says Todd Fuchs, Founder and Chief Innovator.

While most Entertainment Venues are focused on VR and PC Gaming, we wanted to focus on technologies that provided a virtual experience blended with the real world in order to provide a truly and physically social atmosphere where gamers weren’t isolated in their own worlds. The Hololens was the natural choice, as we believe the future of arcades, who’s very nature is location-based gaming with others, must be Mixed and not just Virtual reality.
— Todd Fuchs

Why not just Arcade? The Holodeck feels that the term Arcade is a bit outdated. So instead it calls itself an Innovation Center, and for good reason; not only can the general public come and experience MR, VR and Xbox Gaming, but independent game developers can rent time in one of the several on-site “DevPods”. Here they can use The Holodeck’s equipment to test out and develop their ideas on real hardware devices that they may not otherwise be able to afford. The Holodeck also offers on-site, full-time developers of its own, providing access to live help for any DevPod Guests.

“We are extremely excited to be living in an age where Guests can play virtual games based in the real world, collaboratively or against each other while sharing the same physical space and enjoying all the perks that arcades of yesterday provided to us growing up. We believe that not only is now the perfect time, but we want to be on the forefront of helping others realize this same future, by providing access to the tools and hardware necessary. And for Guests that just want to be part of a unique lounge-like setting and play some VR or Xbox, we’ve got that too.”

The Holodeck has several options for the experiences ranging from paying by the half hour, up to a monthly Membership full of perks and Member-only Events. They have certainly tried to think of everyone and provide a world-class upscale environment to match their mission. You won’t find any folding chairs, junk food or dirty rugs here. Even the Staff are dressed in nice black attire covered by futuristic white lab coats. “We want every Guest to feel as though they are a VIP, a king or queen. We take pride in offering cutting-edge gaming paired with an unmatched level of service, in a clean, up-scale environment dedicated to true gamers.”

The Holodeck opened in July  2017 at The Stamford Town Center directly next to the GameStop, 100 Greylock Pl Stamford, CT 06901

Website

Meetup page

Facebook page

Instagram 

For more information contact media@theholodeck.com

Media Coverage: 

Click to read: "Arcade Owner Making His Dream A (Virtual) Reality"

With so much great success in a few short months, we are spawning a second, flagship, location at the Palisades Center in West Nyack, NY! It’s opening Oct 9th
— Todd Fuchs

Today at Apple - How Augmented Reality Will Come to Life

This week, Apple showcased its vision for the future. The Event was not so much about a technology or features like AR, but more about what Apple is doing to inspire & improve our daily lives and for communities and society in a profound way.  

Augmented Reality is used in Apple's new campus and potentially in future Apple Retail Stores to inspire & engage

Beginning with showing stunning views from its new campus headquarters that was designed to inspire, Tim Cook did mention "Augmented Reality" is used in its visitor center (see video).

Angela Ahrendts, SVP of Retail continued by describing Apple retail stores as town-squares, and said retail is Apple’s largest product. Angela summed up her talk by highlighting several Apple global projects underway, clearly demarking an era of Apple integrating itself further into our daily lives on a global scale. 

Imagine AR used in Apple Retail stores and town-squares, similar to how it’s used in its “spaceship” campus to inspire and engage visitors.

New paradigm shift in user experience

In the same spirit, Tim Cook unveiled Apple Watch as the number one watch in the world. And now I want to buy one! Not only did the video Tim shared made me want to shed a tear, it poignantly brought to life how the Watch affected the lives of its users and in some cases-saved their lives. With Apple Watch series 3, I can now make and receive calls without my phone! And my life will be simpler because now I can stream 40M songs while using the airpods while doing my everyday.

This new behavior — of not needing my iPhone to make calls or listen to music — is a paradigm shift in user experience that Apple is playing very carefully, potentially resulting in future products like smartglasses

Apple said the new iPhones were designed for Augmented Reality

With high hopes, iPhoneX is ushering in the next generation of connected devices with its front and back all glass design on the diagonal super retina display. More features include: OLED, Face ID to unlock your phone, an A11 Bionic neural engine, animoji’s controlled by your face, camera’s with dual optical image stabilization, and a true depth camera system. This adds up to make AR experiences more fluid and experiential; redefining perception and reality.

Finally, Apple delivered a few AR examples via Major League Baseball’s At Bat app, Sky Guide star map app and The Machines multiplayer game. At Bat, overlay’s player stats over a live view of the game. Similarly, Sky Guide overlays a star map when users point at the night sky. And The Machines,  superimposes a virtual landscape on a real environment.

Ultimately, Apple is denoting a paradigm shift in how we think about and use its products. It sees itself as a community builder and platform for human ingenuity. It is also creating a not so secret network of organization based around shared connectivity among its devices and people’s daily life (cue the heart monitor of AppleWatch, home life of AppleTV, easy ApplePay and of course, the always intuitive iPhoneX).

Perhaps the standout performance of this years Apple Event wasn’t any one product or technology, but the idea that every person deserves an opportunity at something better, something more, something Apple. It is yet to be seen how AR infuses itself into our daily lives and how Apple let's it grow organically. 

Video Preview: VRARA SF Lightfield Event (9/13)

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What are lightfields and why are they important? We'll answer that question next week at VRARA SF's event on lightfields and volumetric VR.  In short, lightfields capture a wide range of light in a given space so it can be recreated in a visually realistic way for VR and AR.

To get ready for the topic, VRARA SF's Mike Boland interviewed event speaker and all-around lightfield thought leader Ryan Damm (video below). Among other things, Damm expressed how attention to lightfields has increased with the excitement around VR and AR.

Not only that, but the "field" itself has expanded and evolved. The latest opportunity follows the market's overall shift towards mobile AR (i.e. ARkit and ARCore). We discuss this and many other aspects of lightfields to tee up deeper discussions next week. 

See the full interview below and find out more about next week's event here. As a bonus for reading this post, save 50% on registration with the code MBHALF. And as always, VRARA members get in free. 

Uncovering Consumers' VR Behavior & Attitudes (New Report)

To access the full report, subscribe to ARtillry Insights. VRARA members receive a substantial discount. Become a member here.

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Who’s using virtual reality (VR) today? What are their motivations? What are the VR use cases and content categories that resonate most? And for those uninterested in VR, what are their reasons?

A lot can be learned about VR’s market opportunity by answering questions like these, and uncovering sentiments of the consumer public. And in VR’s early days, such data is scarce yet critical to positioning strategies.

So ARtillry set out for answers. Working closely with Thrive Analytics, ARtillry authored questions to be fielded through its established survey engine. The result is the first wave of Thrive’s Virtual Reality Monitor™ (VRM).

Tapping a considerable sample of almost 2000 adults, the data returned telling consumer behavior patterns, useful in ongoing VR strategy refinement. That includes content, hardware and other components.

See the key takeaways below and preview the report here. To access the full report, subscribe to ARtillry Insights. 


Top findings include:

  • VR headset owners showed high satisfaction compared to other categories of consumer tech products. However many non-owners (38%) reported disinterest in VR ownership.
    • VR's immersive experience presents a double-edged sword: It produces highly visceral and satisfactory user responses... but you have to see it to believe it
    • This creates a challenge to scale distribution, given inherent adoption barriers like price and technological invasiveness. Education, retail installations, VR arcades and mobile VR will be the 'gateway drugs' to reduce that friction and cultivate tomorrow's VR owners.
  • Among the things that VR users desire, more and better content top the list.
    • This validates that content is king in VR, just like other mediums.
    • Content is currently a gap in VR’s value chain, challenged by a classic "chicken & egg" dilemma, given low overall headset penetration.
  • VR affinity correlates to youth and natural technology interest among digital natives.
    • Willingness to spend $400+ on VR equipment shows a reverse correlation to age, with one exception: Ages 25-34 are more willing than ages 18-24, likely due to spending power.
  • $400 is a significant price point, validated by Oculus’ recent Rift pricing adjustment.
    • We’ll see more price competition: emerging sectors often trade margins for market share.
  • Native thinking is a VR success factor: building specifically for the form factor.
    • Just like with smartphones, VR apps and games that utilize unique aspects (i.e volumetric movement) will outperform those that shoehorn legacy 2D media into a VR experience.

Availability

The report is available to preview, and full access can be granted to ARtillry Insights subscribers. In partnership with the VR/AR Association, ARtillry Insights delivers a bundled research package to equip subscribers in AR and VR sectors -- and those entering from other sectors -- to make informed business decisions. Learn more or subscribe here

The VR/AR Association Announces Equipment Rentals for HTC, Hololens, Oculus, Gear VR and More

Inquire about rentals/leasing here 

Rental leases include the following:
Samsung Gear VR with Samsung smartphone
Oculus Rift with PC or Laptop
HTC Vive with PC or Laptop
Microsoft Hololens

360 Cameras also can be leased:
Orah 4i
Insta 360
GoPro Omni
Nokia Ozo

PCs include:

  • Desktop - Asus Gaming PC, Intel Quad Core i7-6700 3.4GHz, 16GB, NVIDIA GeForce GTX 1080 8GB DDR5X (1 HDMI, 1 DVI, 3DP), Wi-Fi, Win 10
  • Laptop - MSI GT73VR Titan Gaming Laptop, Intel Quad Core i7-6820HK 2.7GHz, 16GB, 128GB SSD, 1TB HDD, NVIDIA GeForce GTX 1080 8GB DDR5X, 17.3" 1080p 120Hz IPS Display, Win 10

Monitors include: 22"/24"/27" sizes

VR Gear:

  • Samsung Gear VR, Samsung Galaxy, Headphones
  • Oculus Rift Headset, Xbox One Controller, Oculus Remote, Touch Hand Controllers
  • HTC Vive, (2) Hand Controllers, (2) Wireless Infrared Lighthouse Cameras, (2) Tripods

AR/MR Gear: 

  • Dev - Microsoft HoloLens Development Edition, Clicker, Win 10, Case 
  • Commercial - Microsoft HoloLens Commercial Edition, Clicker, Win 10, Case

Inquire about rentals/leasing here 

Job: Professor for Augmented Reality/Virtual Reality School of Communication American University

Tenure-Track Assistant or Associate Professor for Augmented Reality/Virtual Reality

School of Communication American University

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The School of Communication (SOC) at American University invites applications for a full-time, tenure-track position in the field of Augmented Reality/Virtual Reality at the rank of Assistant or Associate Professor beginning August 1, 2018. Rank is dependent on experience. Applicants should have a terminal degree in an appropriate field.

Candidates should be effective teachers and must be strongly committed to excellence in scholarly research and/or high-impact contributions to the field of communication, whether related to professional practice, creative endeavor, or academic discipline. We welcome applications from candidates engaged in high-quality scholarship/professionalism in areas focusing on Augmented Reality/Virtual Reality. Candidates also should have expertise in one or more of the following areas as well: emerging media, digital media, immersive storytelling, simulation, interactive documentary/journalism, or 360 film. This is a joint search with the Journalism and Film & Media Arts divisions in SOC. The successful candidate will be appointed in the division that best suits her/his creative, professional, and scholarly work. The successful candidate will be expected to teach across divisions and to develop and implement courses of interest to all SOC students, regardless of major. In addition to scholarship and teaching, responsibilities include participation in Division, School and University activities.

The position offers the successful candidate the opportunity to work with world-class faculty in film, journalism, and media arts as well as SOC’s Center for Media and Social Impact, the Investigative Reporting Workshop, the Center for Environmental Filmmaking and the nationally ranked Game Lab. Faculty have opportunities to work with professionals in federal agencies, museum, and national journalism organizations.

Salary and benefits are competitive. Review of applications will begin Sept. 1, 2017. Please submit applications via: http://apply.interfolio.com/42908. Include a letter of application, curriculum vitae, three letters of recommendation, recent teaching evaluations (when possible), and copies of recent published papers or working papers. Please contact Aisha Green, Faculty Coordinator, 202-885-2133, or aisha@american.edu if you have questions.

American University is a private institution within easy reach of the many centers of government, business, research, and the arts located within the nation's capital. For more information about American University, visit www.american.edu. The School of Communication offers both undergraduate and graduate degree programs in Film & Media Arts, Communication Studies, Journalism, and Public Communication. The Journalism and Public Communication programs are accredited by ACEJMC. Learn more about the School of Communication at www.american.edu/soc/ and about Journalism at www.amencan.edu/soc/journalism/index.cfm

American University is an equal opportunity, affirmative action institution that operates in compliance with applicable laws and regulations. The university does not discriminate on the basis of race, color, national origin, religion, sex (including pregnancy), age, sexual orientation, disability, marital status, personal appearance, gender identity and expression, family responsibilities, political affiliation, source of income, veteran status, an individual's genetic information or any other bases under federal or local laws (collectively "Protected Bases") in its programs and activities. American University is a tobacco- and smoke-free campus.

Google ARCore. 2 Billion Android Phones. 2 Phones to Begin With

In "response" to Apple’s ARKit, Google just launched ARCore. The main functionality includes motion tracking, environmental understanding, and light estimation. ARCore determines the position and orientation of the phone as it moves, which enables virtual objects to be accurately placed. Likewise, ARCore is able to distinguish horizontal surfaces using feature points in its motion tracking.

And for a wow factor, ARCore can detect the amount of ambient light in an environment to enable developers to- in effect, match virtual objects to their surroundings.

Google is launching ARCore on the Pixel and Galaxy S8 to begin with, in hopes of reaching a 100M Android devices by its public launch. Although Google started off AR focusing on Tango, it never really took off. Only two Android phones, the Lenovo Phab 2 Pro, and the Zenfone AR managed to employ Tango, which needs specialized hardware components in the smartphone or tablet. With the goal of reaching more users, Google is seemingly playing catch-up to Apple with a "software" based approach that can be deployed on existing devices in the market.

Meanwhile, Apple is happily ready to showcase a bunch of new AR apps for it’s iOS11 and new iPhone8 release in September. Brands such as The Food Network, Ikea, AMC TV  met in Cupertino this week to demo their AR apps; many hope it will be a fun new way to engage customers and users alike. All in all, this adds up to some exciting opportunities for the entire ecosystem as Apple, Google among others are finally making AR mainstream.

Get involved in our Industry Committees and set best practices, guidelines, and standards for the industry. 

Bay Area: Come Talk About Lightfields and Volumetric VR (9/13)

Register here. VRARA members, choose the member option at checkout. 

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For the VR/AR Association's next San Francisco chapter event, we'll dive into lightfields. Join us on September 13 for an evening of networking, food and illuminating discussion.

We'll examine the future outlook, as well as work being done today for volumetric photo capture in interior spaces like real estate. 

What's a lightfield, you ask?

Several technologies are required for VR's holy grail: the fabled holodeck. We already have graphical VR experiences that let us move throughout volumentric spaces, such as video games. And we have photorealistic media that lets us look around a 360 plane from a fixed position (a.k.a. head tracking).

But what about the best of both worlds?

We're talking volumetric spaces in which you can move around, but are also photorealistic. In addition to things like positional tracking and lots of processing horsepower, the heart of this vision is lightfields. They define how photons hit our eyes and render what we see.

Because it's a challenge to capture photorealistic imagery from every possible angle in a given space -- as our eyes do in real reality -- the art of lightfields in VR involves extrapolating many vantage points, once a fixed point is captured. And that requires clever algorithms, processing, and whole lot of data.

Join us on September 13 to learn more about this key lynchpin in VR's future

Please note that this is the rescheduled occurrence of our June event of the same name. Registrants for June's event will be admitted free. Please respond to this email for a comp code. VRARA members also get in free, as always (choose "member" option at checkout).



Speakers

Alex Song, Director of Engineering, VR, Lytro

Alex Song, Director of Engineering, VR, Lytro

Colvin Pitts, Senior Architect, Lytro

Colvin Pitts, Senior Architect, Lytro

Eric Trabold, Chief Business Officer, Avegant

Eric Trabold, Chief Business Officer, Avegant

Ryan Damm, Lightfield Thought Leader, Co-Founder, Visby

Ryan Damm, Lightfield Thought Leader, Co-Founder, Visby

Emily Olman, SF Chapter Co-President, VRARA; Founder, Hopscotch Interactive

Emily Olman, SF Chapter Co-President, VRARA; Founder, Hopscotch Interactive

Mike Boland, SF Chapter Co-President, VRARA; Chief Analyst, ARtillry.

Mike Boland, SF Chapter Co-President, VRARA; Chief Analyst, ARtillry.


Learn more about the VR/AR Association, San Francisco Chapter here


Listen to our VR Arcades Location-Based Committee Webcast

The VR Arcade (Venue Location Entertainment Industry Committee) gave a live talk with Q&A on the topic, listen here. This live event was attended by executives from IMAX, Verizon, among others.  This was a panel discussion on the impact of Virtual Reality on Location Based Entertainment. Topics of discussion touched on best practices, monetization models, content creation, roadblocks, licensing and emerging trends for VR entertainment venues. Participants included members of the VRARA Committee. Moderated by Chris Pfaff Tech Media. 

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Listen here

CognitiveVR Member Spotlight: Analytics, Enterprise & Building a Company in VR/AR

We spoke to CEO Tony Bevilacqua of CognitiveVR one of Vancouver's hottest VR/AR companies. This year they we're selected to the Vive X Accelerator and the Verizon Media Tech Venture Studio programs and they hope to continue on this path. 

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Tell us about yourself! Who are you and what does your company cognitiveVR do?

I’m Tony Bevilacqua, Founder & CEO of cognitiveVR, a Vancouver-based VR/AR/MR startup. cognitiveVR builds analytics for virtual, augmented, and mixed reality platforms. Our products help companies understand how users interact with their immersive experiences.

We have customers in a multitude of verticals, including aerospace, retail, real estate, entertainment, and automotive manufacturing. All of these customers have existing VR/AR/MR experiences which they wish to gain more insight from, and we help them do exactly that.

As a second time founder, what led you to break into VR technology and finding cognitiveVR?

My last startup was focused on Enterprise Software, with some products in the analytics space. We were selling solutions to game developers and publishers, which led me to events like Electronic Entertainment Expo (E3) and Game Development Conference (GDC), where I had the opportunity to try a lot of early prototypes in virtual reality.

When my company exited in late 2015, I had the VR bug, and wanted to apply my knowledge in enterprise software and analytics to this new platform - something that I felt was fundamentally different with greenfield problems. We are not just another marketing SaaS at cognitiveVR - we are innovating in spatial and 3D analytics. 

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What was your main interest in moving into VR/AR?

The dawn of immersive technology presents an opportunity seen every few decades - the opportunity to be at the forefront of a new wave of technology. Beyond the hype however, we saw the immense power that VR/AR has to help companies build better products through rigorous user testing and analysis. We knew we could help them automate that – so we moved quickly to build our first products.

What has been your most interesting project/work so far?

The first challenge we faced was in trying to correlate data with the 3d context of a given scene. Graphs and charts were simply not enough. After a multitude of experiments, and a few company hackathons, we built a system that allowed us to replicate the 3d geometry (and therefore context) of a scene on our dashboard. We then built 3d data visualization technology as overlays on top of this 3d geometry. It was a totally new concept - and one that sits at the core of our platform.

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How do you think analytics in VR/AR will play a role once we see the mass adoption?

Immersive technologies bring users more intimately together with technology - which means even slight differences in each human will have drastic effects on their user experience. The need for 3d analysis tools like ours will increase dramatically.

For those making public facing applications, their developers will need to test their products across many different individuals. Many will opt to ensure equal experiences across a heterogenous pool of users, at which point analysis tools like our will be vital.

On the other hand, many will be testing for compliance rather than insights in their VR/AR experiences. Experiences that look for users to complete tasks - such as enterprise training or simulation experiences - can by analyzed to find outlier user sessions, and intervene when their users are not complying with the intended purpose.

What has been the biggest eye opener being in the industry?

Despite the availability of powerful tools, game/content engines, and 3d development experience, everyone is still trying to figure out what works best for users. Many expected a rocket ship trajectory in year 1, but the truth is that both the technology and the content are still being experimented with.

Nonetheless, the biggest surprise many will find is that VR & AR are currently being used heavily by enterprises in many different markets. Some larger fortune 500 companies have as many as 100 different ongoing VR or AR projects going on at once.

What do you think will change about VR/AR/immersive technology in the next five years?

Immersive tech will start taking over the smartphone and PC. Apple, MagicLeap, Microsoft, and Google will all have launched some form of mixed reality glasses. One will be a clear winner, with many variants in between similar to the Android ecosystem.

Virtual reality will be closer to solving the locomotion issue, and haptic feedback as well as eye tracking will be standard across new headsets. VR will start to become the standard entertainment system, and slowly encroach upon traditional console sales.

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You've had some wins this past year, including being 1 of 2 Canadian companies to be selected to Verizon Ventures Media Tech Venture Studio and being selected to HTC Vive X Accelerator program, how do you attribute your success? How can others in the industry follow suit?

We took a steady approach to our product, and kept our burn rate relatively low. Our initial product was built with mass adoption in mind, but when that didn’t happen we were able to move towards enterprise sales very quickly and without the interference of outside pressure.

Soon after we moved towards an enterprise focus, we found that there was tremendous activity behind the scenes at larger companies. We were able to connect with various innovation teams working on new immersive tech ventures within those firms. Our new traction, coupled with strong product and low burn rate, drew the attention of ViveX and Verizon.

Others who wish to follow suit should strip away many of their hype-driven assumptions about this new market. We spent a lot of time listening to our initial customers, and trying to figure out if what we were building was valuable. Whenever we felt like we were going nowhere, we reevaluated what value we were bringing to our customers, and took many small pivots to find our fit.

As a Board Director at VRARA Vancouver, how do you contribute to the local and global VR/AR/MR scene?

First and foremost, my role at cognitiveVR has me traveling globally to customers, partners, and industry events. Part of my role as a board director is evangelizing Vancouver as an ideal ecosystem for virtual, augmented and mixed reality companies and startups. 

I take a personal interest in spreading the message of Vancouver leadership in this industry, and communicating our advantages of talent, institutional and governmental support, and geographic advantages being of on the west coast. 

What are your thoughts on Vancouver as a global hub for VR/AR and how do we ensure this continues to grow? 

Vancouver has the perfect storm of talent to be a leader in VR/AR: game developers, 3D artists, and technical talent. To keep up the growth in the region we need to build great companies as cornerstones of the ecosystem. Companies like Archiact, Finger Food Studios and organizations like the VRARA are what prove the industry works – work must continue on building great organizations and companies.

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What do you see as the biggest benefit VRARA members receive by being part of the association, and why is it so important?

For me VRARA is about global connectivity. We host a number of regional events and evangalize each other in our local market, but ultimately VRARA gives you access to events, opportunities and connections with chapters all over the world. If I am traveling to a new city, I always email the Chapter President ahead of time, and see if there is some synergies or meetings we might be able to setup while in town.

Everyone will find their own value in joining the VRARA - but we have successfully created the world leading organizational body for representing this industry, and we are proud to be apart of it. 

What do you wish other people knew about VRARA?

VRARA is a global network of like minded companies and individuals, all pushing towards the growth of this industry. There is a lot of passion and talent in each chapter, and you’ll find that passion recognized in all levels of the organization, and the organizations reputation within the industry. 

What does the next year hold for you/CognitiveVR? 

The next 12 months for us is all about commercialization and building up our technology and business development teams. We are excited to see how the hardware and consumer markets unfold - but while we wait, we will be heads down on helping enterprises leverage VR/AR/MR as a useful tool in solving their toughest business challenges. 

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We'd like to thank Tony for answering our questions, check CognitiveVR out here:

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How Do Consumers Really Feel About VR? (new report)

Get the full report and subscribe to ARtillry Insights here.

Who’s using virtual reality (VR) today? What are their motivations? What are the VR use cases and content categories that resonate most, and least? And for those who are uninterested in VR, what are their biggest reasons?

A lot can be learned about VR’s market opportunity by answering questions like these, and uncovering sentiments of the consumer public. And in VR’s early days, such data is scarce yet critical to positioning strategies.

So we set out for answers.  Tapping a considerable sample of almost 2000 adults, ARtillry uncovered telling consumer behavior patterns, useful in ongoing VR strategy refinement. That includes content, hardware and other components.

See the report's key takeaways below and preview the report here. To access the full report, subscribe for ARtillry Insights.


VR Usage & Consumer Attitudes

Key Takeaways

-- Samsung’s Gear VR is VRM’s most popular headset, followed by Playstation VR (PSVR)

-- Gear VR’s success is due to its relatively low price ($129), and longer tenure in the marketplace relative to the comparable Google Daydream View.
-- PSVR’s success is due partly to its compatibility with 60 million PlayStation 4 consoles.

-- VR owners will pay for quality… to a point. PSVRs tier-1 benefits resonate with consumers but are also “good enough” for most, versus the more capable and expensive Rift & Vive.

-- VR satisfaction is favorable across headsets, invoking cautious optimism for VR’s future.

-- Because VR is so immersive and visceral, it incites a strong positive response.
-- This is a blessing and a curse: Though it results in high satisfaction levels, it requires direct experience that can’t be replicated in commentary or marketing.
-- The industry’s challenge is to bring technologically invasive experiences to the masses.

-- Among those uninterested in VR, the biggest reason was “just not interested.”

-- This contrasts with owners’ satisfaction, validating that you have to try VR to “get it.”
-- This indicates two key areas of improvement for VR players: education and distribution.
-- Getting that “first taste” to the masses should be a key business objective for the industry.
-- Adoption accelerants include retail installations, VR arcades and Mobile VR.

-- Among the things that VR users desire, more and better content top the list.

-- This validates that content is king in VR, just like other mediums (see enclosed video).
-- Content is currently a gap in VR’s value chain, and a business opportunity for entrants.

-- VR affinity correlates to youth, due to natural technology interest among digital natives.

-- Willingness to spend $400+ on VR equipment shows a reverse correlation to age, with one exception: Ages 25-34 are more willing than ages 18-24, likely due to spending power.

-- $400 is a significant price point, validated by Oculus’ recent pricing adjustment for Rift.

-- We’ll see more price competition: emerging sectors often trade margins for market share.

-- Top VR activities include watching movies, exploring the world, gaming and watching sports.

-- These areas are ripe for business opportunity, or synergies with existing businesses.

-- The most successful VR apps will apply native thinking: building specifically for the form factor.

-- Just like with smartphones, apps that utilize unique aspects (i.e 3D immersion) will outperform those that shoehorn legacy 2D media it into a VR experience.

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SURVEY: VR Stories & Audiences: VR Story Genres

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VRARA Stories & Audiences Industry Committee is conducting a survey, and we want you to vote. This questionnaire is for evaluating through the VRARA community the question "What are the VR story genres that are most engaging to VR users today"?

Whether you are a VR / AR content or technology creator or a user, we would like to know your feedback on the genres in the industry that are the biggest and most accessible today, and how you prefer to experience them.

Access the Survey here

Bay Area: Join Us AT UX Next in October

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UX and design are increasingly important functions throughout tech, and especially in AR and VR, as we explored recently. In that spirit, VRARA SF has partnered with the UX Next conference taking place 10/30 & 10/31 in Palo Alto.

Among other things, that means discount codes (contact us) for VRARA members for 25 percent off registration. We'll be there in full force, covering the show and meeting with industry players. We hope to see you there.

More from the conference organizers:


There is an exciting and clear paradigm shift taking place in the market; a pivot point in UX capabilities, which will impact the future of services and devices, and provide opportunities and challenges for all companies in the ecosystem.

From the creators of the industry leading Internet of Things World comes UX Next, the brand new event showcasing the evolution and future direction of service enablement. Taking place at the Crowne Plaza Palo Alto in San Francisco, CA on the 30 – 31 October, join 400+ tech disruptors, 50+ pioneering speakers and 50+ exhibitors to embrace the digital roadmap and multiplatform UX. With an unmissable agenda across two days, featuring global heavyweight speakers from Netflix to The New York Times, don’t miss your chance to meet and network with the technological leaders defining the future industry roadmap.


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Oculus featured ‘Spark of Light’ Sets New Standard for Mobile VR Games

VRARA Member Spotlight

With the release of ‘Spark of Light’ on the Samsung Gear VR, Dutch VR studio Pillow’s Willow has released its first full featured game. As the game is highly appreciated by the test group, expectations for this triple A game are to boost VR sales.

Spark of Light, featured by both Oculus and Samsung, is a non-violence VR game that can be characterized by its outstanding visuals. "We are told our game really raises the bar for visual quality standards on mobile VR,” says Chief Creative Officer Peter Kortenhoeven. “Our 'DreamLight’ system illuminates the game in a unique way. Spark of Light will also be available on Google Daydream as of September.

The storyline evolves around Nerow, a little boy who lives peacefully alongside mystical creatures such as Mothlings and giants. Their peace is disturbed when the greedy Moth King abducts the sun, leaving Nerow and his friends in the dark. Nerow asks the player to help restore balance by retrieving light sources and light up the world by solving environmental puzzles.

The ‘virtual dreamscape’, as Peter Kortenhoeven calls this type of game, is like an interactive dollhouse, that is presents levels in a 360° view, ‘wrapping itself’ around the player. “Spark of Light combines a fairytale-like experience with challenging gameplay”, says Andy Lürling, CEO of Pillow’s Willow VR Studios. “We managed to create a VR game for a more diverse group besides the ‘hardcore’ gamers. By developing high quality content we believe to contribute to the evolution of the VR industry.”

ABOUT Pillow’s Willow VR Studio

Pillow’s Willow VR Studios was founded in 2016, and is located in Eindhoven, the
Netherlands. The studio creates ‘Virtual Dreamscape’ games for both mobile and high-
end VR HMDs. All games are developed in the so-called Pillow’s universe, where each
game title has its own recognisable identity. Having a shared universe allows the game
title characters and certain game elements to enter other games seamlessly. This
enables multiplayer options between games as well as different VR platforms.

Peter Kortenhoeven - Chief Creative Officer
peter@pillowswillow.com
+31 637011569

Andy Lürling - Chief Executive Officer
andy@pillowswillow.com
+31 618479999