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Strategy Briefing

How AR/VR Headsets Could Transform the Toys and Game Industry

32 pages, Mar 2018

US$1,325

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About This Report

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Despite having only a small impact on the gaming market in 2016, the potential for AR/VR headsets remains high and could rival static console household penetration in some markets by 2021. This will heavily impact other areas of toys and games, but slowly. Static console and traditional toy makers are both waiting for the AR/VR market to develop, with current efforts aimed at experimenting at what works with a new medium that has the long-term potential to transform the toys and games industry.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

VR to make inroads following slow start by key headset manufacturers

As of 2016, the AR/VR market was comprised almost entirely of VR products, many of which were launched in the year, like the Oculus Rift, HTC Vive and the PlayStation VR. However, VR headsets have yet to make much of an impact in the market, as smartphone versions have largely been seen as a novelty, while premium versions remain too costly for most households. This is, however, set to change, which could have a major impact on the rest of toys and games.

Static console manufacturers waiting to see if VR or AR is a good fit before making a real push

Static consoles have largely kept VR at arms length, as only the PlayStation 4 has VR compatibility, and its headset is still a minor part of the PS4 ecosystem. With AR headsets still largely absent from the market, static consoles may wait until the next generation of consoles, or further, before pushing to integrate the technology.

Traditional toys increasing technology integration could create an AR future

Traditional toy manufacturers are increasingly looking for ways to add technological elements to their products. While the solitary nature of VR might not work with toys, AR headsets could have potential in creating a new form of interactive play, so long as it can avoid the pitfalls that plagued toys-to-life.

AR looms as a true game changer for toys and games and beyond

AR headsets have yet to truly enter the market, but their innovative properties could radically alter toys and games. AR headsets will allow digital interactions to happen constantly and at a more personal level. This will create opportunities in gaming, consumer electronics and other fields.

The impact of AR/VR might not be felt within next five years

While AR/VR headsets are expected to reach static console penetration levels in some markets by 2021, the true impact of the industry will not be felt until much later, when AR headsets have the potential to become nearly as commonplace as smartphones if they can live up to their current theoretical potential.

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Introduction

Scope

Key finding

AR/VR Slowly Finding an Audience

2016 AR/VR launches impact value sales more than volume

Content and lack of convenience limit AR/VR

AR/VR to have an increasing impact over the period to 2021

Select markets will see high household penetration of AR/VR by 2021

Video games and traditional toys will react to AR/VR differently

Later Generations of Static Consoles to see AR/VR Impact

Static console race led by PlayStation 4

PlayStation VR still a niche part of Sony’s console ecosystem

Sony will lead VR headset integration in the long run

Nintendo looking to solve its shrinking hand-held console problem

Switch’s success means AR/VR is not a priority for Nintendo

Xbox One focusing on a growing 4K television market

Microsoft looks toward a mixed reality ecosystem

AR Opportunity For Traditional Toys

AR holds an advantage over VR for toy integration

Toys see growing influence of electronics and licences

Toys-to-life demonstrated the demand for digital and physical play

Growth in interactive toys shows potential for AR toys

Pricing will be a hindrance to AR adoption in toys

Retailers and manufacturers testing new AR possibilities

Finding the AR/VR Market Tipping Point

AR/VR will focus on the same regions to 2021

VR could follow tablet path while AR follows smartphones

Freemium could be key difference to the AR and VR

AR success will depend on use outside the gaming market

AR/VR headsets on a very long term path

Report Definitions

Data parameters and report definitions

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Megatrends

Strategy Briefing

How AR/VR Headsets Could Transform the Toys and Game Industry

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

VR to make inroads following slow start by key headset manufacturers

Static console manufacturers waiting to see if VR or AR is a good fit before making a real push

Traditional toys increasing technology integration could create an AR future

AR looms as a true game changer for toys and games and beyond

The impact of AR/VR might not be felt within next five years

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key finding

AR/VR Slowly Finding an Audience

2016 AR/VR launches impact value sales more than volume

Content and lack of convenience limit AR/VR

AR/VR to have an increasing impact over the period to 2021

Select markets will see high household penetration of AR/VR by 2021

Video games and traditional toys will react to AR/VR differently

Later Generations of Static Consoles to see AR/VR Impact

Static console race led by PlayStation 4

PlayStation VR still a niche part of Sony’s console ecosystem

Sony will lead VR headset integration in the long run

Nintendo looking to solve its shrinking hand-held console problem

Switch’s success means AR/VR is not a priority for Nintendo

Xbox One focusing on a growing 4K television market

Microsoft looks toward a mixed reality ecosystem

AR Opportunity For Traditional Toys

AR holds an advantage over VR for toy integration

Toys see growing influence of electronics and licences

Toys-to-life demonstrated the demand for digital and physical play

Growth in interactive toys shows potential for AR toys

Pricing will be a hindrance to AR adoption in toys

Retailers and manufacturers testing new AR possibilities

Finding the AR/VR Market Tipping Point

AR/VR will focus on the same regions to 2021

VR could follow tablet path while AR follows smartphones

Freemium could be key difference to the AR and VR

AR success will depend on use outside the gaming market

AR/VR headsets on a very long term path

Report Definitions

Data parameters and report definitions

Why buy this report?

Want to find out more about this report?

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