Is VR the future, or a fad?

Yes it’s that buzz word again. Virtual Reality or VR as its come to be known as. Look at any site on the internet and it’s hard to avoid seeing it mentioned, whether it’s the product being referred to or the ‘redefinition’ of a fan experience, especially in sport.

While it’s hard to avoid, as both a sports fan and somewhat of an “industry observer”, it’s even harder to know where and how VR will fit in the house of the everyday sports fan… if it even fits at all.

It seems as if before we’ve even had a chance to answer the lingering question of whether VR is here to stay, the big brands have already made the decision for us. Facebook, Apple, Samsung, YouTube to name a few have all invested significantly in developing the next VR platform to be found in every day homes and if they haven’t yet, they are currently in the process of developing prototypes to soon be introduced to the market.

If you prefer the finer things in life or you are indeed a gadgets person and enjoy spending lots of your hard earned money on new tech, the widespread introduction of VR and the inevitable trend toward making VR more mainstream is welcome news. However, if you’re not, the emergence of this kind of technology may very well fit in the ‘fad product’ category, an item like the hover board or 3D television.

What’s worrying about VR from a consumer perspective and what may hinder its growth as a consumer product is that it doesn’t add anything particularly game changing to an experience. Yes we all love the novelty of wearing goggles and being visually transported to an entirely new environment but, as opposed to products that were developed out of essential need (such as the smartphone), it’s novelty and indeed it’s fascination dissolves after some time. Take into consideration that erosion of interest as well as the fact that it’s not a cheap product and you have a product that’s unlikely to last.

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Take 3D Television as a prime example. Everyone loved the idea of putting glasses on and feeling as if they were apart of the environment they were watching. But as IEEE Spectrum suggests, one of the primary reasons 3D Television failed was because the rush by a number of brands to release better and competing products meant that few products ever worked with platforms and TVs across the board, in other words; different manufacturers rarely worked together.

In addition, they found that sports watchers (in which the 3D experience was primarily marketed to – in a very similar manner VR is being currently) couldn’t invite others around to their house and share the experience together because few had multiple pairs of glasses because multiple pairs were typically out of the price range of your everyday punter.

It’s hard not to draw similarities between 3D Television and VR, particularly when you consider the similarities in the platforms – goggles, a solo experience (we all know people love to enjoy sport as an experience with others) and something primarily targeted at the digital sports world.

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These similarities haven’t stopped big sports broadcasters like FOX Sports getting behind VR with its introduction to free-to-air television. If anything, FOX Sports getting behind the technology will only prompt more and more sports broadcasters around the world to jump on the bandwagon, searching for the new feature that will entice consumers to buy their product. This is certainly true of the traditional broadcasters as they face an unprecedented amount of competition.

However the fact that brands and organisations are jumping on the technology, doesn’t necessarily make it suitable for widespread introduction with the age-old adage of “just because they can, doesn’t mean they should” seeming relevant.

Executive Vice President of Corporate Strategy for NextVR David Cramer said earlier this month that “the application of virtual reality to sports is going to be, pardon the pun a game changer. It redefines what the best seat in the house is and lets you be at a sporting event without having to travel there.”

But does it, to the extent that consumers would invest a significant amount of their monthly disposable cash in it?

Considering sports fans typically like to enjoy sport together, VR seems hell bent on creating an entirely new sports-viewing experience – one more focused on the individual.

But ask yourself, how often have you been to a live sports event on your own?

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There are definitely positives for VR in the wider digital sports industry, especially when you relate it to the practice arena, the gaming industry and when attending a sports event. But the reality that big brands will have to face when attempting to get VR into everyone’s homes is that, despite it offering an experience that is said to be only second to actually being there, it’s niche category means it will live and die on not only the brands all working together to make a multi-platformed product but also its affordability.

With so many big players working on a low cost, easy-to-use multi-platform product that works as simple as plug and go, the odds of them being able to achieve this considering how many players are vying for a slice of the VR pie means that the development of a product that works across the board is unlikely to happen. VR is a potentially very profitable and dynamic platform but there’s absolutely no way the kids (Google, YouTube, Apple, Samsung and Facebook) will all play friendly together.

Whatever comes of this “VR movement” the technology seems to be here to stay with sports organisations, brands and federations all getting on board. Let’s just hope it’s not another 3D TV fiasco.

About author

Matt Tewhatu
Matt Tewhatu 155 posts

Matt is the editor of Digital Sport and Chief of Snack Media's rugby division and has a journalistic background both here in UK, Australia and in his native New Zealand. Follow him on Twitter @mtewhatu

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