Despite the launch of ARKit a year ago and ARCore this year, no real killer app has arrived for either platform, according to the company's chief developer of one of the leading development environments for 3D applications.
In an interview with TechCrunch Disrupt on Wednesday, John Riccitiello, CEO of Unity, explained his view of the current AR and VR landscape in terms of mainstream adoption.
"I would say there are probably just under a billion devices currently there are ARKit and ARCore compatible, which means they can pick up their phone and have an AR enabled device I would say that less than 1
In the near future, Riccitiello believes that the first AR hit could come in advertising, which is not shocking given Snapchat's and Facebook's seemingly steep adoption curve of ad experiences through the AR platforms.
"Strangely, it could arise through advertising." One of the things that Unity now spreads through our advertising platform, play the game, you get an ad, it can be an AR or VR ad, "said Riccitiello. "It all comes to your phone and maybe the first time you get it through an ad, but it may be the first time you actually use AR on your phone."
Even VR, which has a significant head start over shipping devices such as the Oculus Rift and the HTC Vive, has not broken through Riccitiello's massive breakthrough in comparison to its experience with gaming consoles from Sony, Microsoft and Nintendo, which are supported by Riccitiello Marketing campaigns, the latest processors, and robust content offerings priced under $ 500.
"All analysts predict that the $ 100 billion AR and VR market will start from here And that will happen in a few years, Riccitiello said, "Today I think most of the AR and VR content intended for the consumer is really in beta format. They are not cheap enough, they do not work well enough, they do not have enough good control systems, you can. "I see your arms and legs in most of them and use them interactively, there is not much content.  "I know what a platform launch designed to conquer the world looks like. I've lived through everything from Playstation to Nintendo to Xbox and others. "AR and VR [has] mostly to date, were launched to the developers .I mean to call the content? It is not there yet, I think it will be …"
Based on Riccitiello's comments, he seems to have said that the AR and VR industries are not necessarily weak, it's just that most of the acquisition has come through commercial applications , This is especially true for engineers and designers working in the retail, entertainment, aerospace, architecture and automotive industries. Microsoft HoloLens is one of HTC Vive's and Oculus Rift's devices that companies use for immersive applications.
"It's been fascinating to see how fast the industry is tackling this," said Riccitiello. "And so it comes as no surprise that, if you like, commercial applications have been preceded by consumer applications because, at least in my view, we have not yet seen a consumer start."
Despite the current state of a consumer market, Riccitiello is unaffected and investors are not. For example, in October 2017, the company completed a financing round of $ 400 million.
It looks like Unity is poised to capitalize on the consumer AR market due to its recent success in game and app development. Riccitiello estimates that 60 to 70% of all virtual and augmented reality experiences are developed with Unity and more than half of all games are "aggregated". These estimates include the first blockbuster mobile game that includes AR Pokémon GO.
"Now we make tools, we do not sell headsets, we do not sell games, we do not sell AR applications," said Riccitiello, "so all the people building something use Unity, they pay us to use Unity. It works well for us. It will eventually turn into the market, so at least from the point of view of investment, that's exactly what we've created.