Behind the mobile game Pokemon Go: the AR industry will be revolutionary
Yue Bin, the founding partner of Gaochun Capital, said that the emergence of AR phenomenon-level game products has dispelled some entrepreneurs and users' worries about AR content explosions. Phenomenal applications will drive the development of the AR/VR industry to a certain extent.
In Tao Shiran, an analyst with Guohai Securities Media Industry, the Pokemon Go model is not only suitable for games, but its core essence can be extended to other application areas, such as advertising, direct sales and even mobile e-commerce.
Yue Bin, the founding partner of Gaochun Capital, said that the emergence of AR phenomenon-level game products has dispelled some entrepreneurs and users' worries about AR content explosions. Phenomenal applications will drive the development of the AR/VR industry to a certain extent.
In Tao Shiran, an analyst with Guohai Securities Media Industry, the Pokemon Go model is not only suitable for games, but its core essence can be extended to other application areas, such as advertising, direct sales and even mobile e-commerce.
Almost at night, the circle of friends was swept by the most popular mobile game Pokemon Go (Chinese Pokemon). In the overseas, a large wave of players were at the police station in the middle of the night, fell into the ditch, and stood in the park. Bickey's players and other crazy scenes are staged in minutes, and domestic, can be the first time in the circle of friends to catch the elf's picture, in addition to harvesting a lot of screens to praise, a series of messages to ask for a strategy is to make a map At the same time, the unified reply to the VPN download method, the heart is inevitably full.
Many investors in the interviews believe that Pokemon Go is not only the success of a product, but also indicates that the AR industry or more industries may face revolutionary changes in the future. Pokemon Go has opened a new one. In the eyes of many people, it is a mobile Internet product that subverts the human lifestyle. There are also entrepreneurs in the circle who ridicule, AR played for so long, and finally found the right way to open.
AR game + premium IP
Detonate the excitement of mobile games
Pokemon Go is an augmented reality smartphone game developed by publishers The Pokemon Company, Nintendo and Niantic. Pokemon Go is a game launched by Nintendo in 1996. After that, it became a subsidiary of its own. It has the IP of Pokemon Go series and a large number of "pocket fans"; Nintendo is responsible for game development and global distribution; Niantic is responsible for AR technology. Support, it used to be a subsidiary of Google. After Google reorganized in August last year, it became independent and won the financing of Google and the first two. The theme of the game is that players walking in the real world, looking for Pokemon and other objects, and fighting with other players.
The trend of Nintendo's recent global players going to the outdoor to catch the elves, properly interpreting the AR+LBS (personal location) + mild SLAM technology, also brings the combination of virtual and reality to trigger the subversion of the interactive mode. Subversion of the interaction pattern triggered by the combination with reality. Wang Shiying, vice president of Hong Kong-listed gaming company Langang Interactive, said in an interview with the Securities Times and Venture Capital Exchange that for many years, the AR industry has been waiting for an explosion, a profitable and influential explosion, and now it has appeared. And more popular than people expect, it is not just an angry game like Angry Birds or Plants vs. Zombies, but a mobile Internet product that reshapes the human lifestyle.
"Pokemon Go is red, once again proving the power of top-level IP, the so-called top-level IP, including a long history, a large derivative group, the global high-profile and reputation, and a large and high-density fan base. "Wang Shiying pointed out that "it is different from other AR products, not simply connecting the virtual world and the real world. It is moving the community of online games from online to offline. This is also the core product concept of Nintendo in recent years." First, for example, the 3DS body cleaning system. But the previous products have no strong driving force to promote offline interaction, and Pokemon Go has undoubtedly done it."
Just as the player's message in the post bar, everyone admire Nintendo is, "Twenty years ago, I used the game console to circle everyone at home, and twenty years later I used a mobile phone to drive out this group of dead houses." In this model, the natural combination of games and social, virtual reality and social brings the possibility of subverting the traditional Internet social model.
Guohai Securities' latest media industry research report pointed out that Pokemon Go's online and offline interactions have really brought the game's social concept to the ground. In the past, the members of the World of Warcraft team may be close friends of the virtual world, but in reality It is extremely difficult to see the side, even if you meet, there will be no interaction of the game. The Pokemon Go model directly allows users to play side by side in the game and online. This new Internet social model based on non-acquaintances is a epoch-making innovation that hits the user's "pain point" globally.
Wang Hua, director of Hong Kong hedge fund Yifang Capital Investment, believes that Pokemon Go has attracted younger generation friends. In the past, it was difficult for AR to find a useful scene. This game allows investors to see opportunities to realize, LBS game sociality and GPS. The geographical attributes can be played anytime and anywhere, and the concept of pet eggs in the past will bring some user traffic into the traditional game.
AR has broader market potential
With the Pokemon Go urging the AR market, the global analysis of AR's positive performance continues, the latest research report released by the US market research company Grand View Research shows that the AR market is expected to reach 100 billion US dollars by 2024; Digi-Capital The company released a report saying that by 2020, the global AR market will be 120 billion US dollars.
“It’s not so much a big change for the mobile game industry, it’s better to say that it will bring great changes to the AR industry. It’s just a game type for the mobile game industry, and the impact on the industry will only be better than "Royal War" is slightly larger. After all, mobile games are still very profitable, and there are many types of games." Wang Shiying said, "But for the AR industry where you can't find money, it's definitely a shot. I have been Since there is a point of view, AR games are more promising than VR games, and the VR/AR industry must pay attention to IP. In addition to Pokemon Go products, some medium-sized mobile games with large IP+AR may burst red, for example A puzzle or shooting game with the theme of robbery, suspense, and spiritual novels, a game combined with secret room games, etc."
Unlike VR, AR is the superposition of virtual things in the real world. Because of its mobility, AR is much wider than VR in its application scenarios. People in the industry agree that the market potential of AR is expected to reach more than four times that of VR. The application scenarios of AR are very rich. In addition to the applications already in the fields of industry, medical treatment and logistics, the superimposed LBS and SLAM technologies can have huge application space in pan-entertainment, personal life assistants and home entertainment.
In Tao Shiran, an analyst with Guohai Securities Media Industry, the Pokemon Go model is not only suitable for games, but its core essence can be extended to other application areas, such as advertising, direct sales and even mobile e-commerce. From this perspective, this business model may have just begun, and there are many potential changes, and the corresponding space is large.
Yue Bin, the founding partner of Gaochun Capital, also said that the emergence of AR phenomenon-level game products has dispelled some entrepreneurs and users' worries about AR content explosions. Moreover, the operation of Pokemon Go basically shows that the mobile phone already has the hardware foundation for carrying AR technology, and the promotion of AR technology on the user side may become smoother. Phenomenal applications will drive the development of the AR/VR industry to a certain extent, but it seems that the commercialization and popularization of AR and VR still take a certain amount of time, and the entire industry is still in the early stage.
Bank of China International Media Analyst Yang Aili mentioned in the road show that the success of Pokemon Go is probably not only the success of Google and Nintendo, but also proves that the AR plus game industry is a passable road. A new business model or product model that allows all game industry and AR industry to explore together. She thinks that in fact, many companies in the A-share market may have a relatively direct relationship with Pokemon Go, but in addition to this AR company, some game companies with very good texture will have an opportunity. A game company with strong development capabilities and relatively high-quality fundamentals will be very fast and flexible in its transformation to AR games. After that, if there are domestic companies that can really try to develop similar AR games, the whole industry will also have a full-scale outbreak.
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