Gaming Industry Strategy Plan: Augmented and Virtual Reality

This report examines the strategic integration of augmented reality (AR) and virtual reality (VR) within the gaming industry. It begins with an executive summary and table of contents, followed by an introduction defining VR and AR technologies and their application in gaming. The report then presents a business model canvas tailored for VR and AR gaming, analyzing key partners, activities, value propositions, customer relationships, segments, resources, channels, cost structures, and revenue streams. A technology analysis explores current trends and advancements, including VR glasses and related accessories like 360-degree treadmills. The alignment of the business model with the value proposition is discussed, along with the identification of customer segments and a representative customer journey. The report concludes with a summary of findings and provides recommendations for enhancing the gaming experience, such as improved graphics and dedicated VR gaming devices. References to relevant research and articles are included.

Running head: ASSIGNMENT 2 – STRATEGY PLAN
Assignment 2 – Strategy Plan
Name of the Student
Name of the University
Author Note

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ASSIGNMENT 2 – STRATEGY PLAN
Executive summary
This report deals with the implementation of augmented reality and virtual reality in the
gaming industry. The gaming industry has come a long way from the development of 8-bit
games to the use of the real world as a basis of their gaming platform. The report further
discusses the business canvas model for the gaming industry and the different age sectors and
the use of the gaming console in the real world. The report also provides recommendation for
the gaming industry to improve their consumer satisfaction level. It can be concluded that the
gaming industry is the best industry for the implementation of the augmented reality and
virtual reality.

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ASSIGNMENT 2 – STRATEGY PLAN
Table of Contents
Introduction................................................................................................................................3
Business model canvas in the context of Virtual Reality and Augmented Reality....................3
Technology analysis and trends in the context of Virtual Reality and Augmented Reality in
the gaming industry....................................................................................................................4
Alignment of business model and value proposition.................................................................5
Identify the different customer segments to whom the product will be valuable..................5
Outline a representative customer journey.............................................................................5
Conclusion..................................................................................................................................6
Recommendation........................................................................................................................7
References..................................................................................................................................8

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ASSIGNMENT 2 – STRATEGY PLAN
Introduction
The concept of virtual reality can be defines as the use of technology is such a way to
make the senses of an human being believe in a situation that is not true or virtual to be there
in real life or reality (Ortiz-Catalan et al. 2014). Human are known to perceive the
surrounding nature through their use of sense organs. The virtual reality technology makes
use of these sense organs to make the human feel like he or she is really in the situation. The
use of a three-dimensional and computer created environment which can be explored by the
use of the user’s mobile device. Augmented reality can be defined as the integration of digital
information in the form of an extra addition to the user’s current environment (Dunleavy and
Dede 2014). The technology of augmented reality makes use of the existing information and
overlays the new information on top. The programming of an augmented reality is made with
the help of 3D programs to allow the programmers to make animations to be used by the
users while using the software.
The selected industry to complete this report is the gaming industry. Mobile and
Computer games has seen a recent hike in the quality and the visual experience for the
consumers. They have already started to implement virtual reality in their gaming platforms
so that the users and experience the fun of gaming (Miller et al. 2013).

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ASSIGNMENT 2 – STRATEGY PLAN
Business model canvas in the context of Virtual Reality and Augmented Reality
Key Partners
 Game
developers
 VR device
developers
 Online
ecommerc
e sites
Key Activities
 Development
 Game
development
 VR device
making
Value
Proposition
 More
realistic
games
 Better
graphics
usage
 Better
experience
in gaming
 Availabilit
y of VR
devices
Customer
Relationships
 Purchasing
 After sales
relationship
 Maintenance
of games
 Timely
updates
Customer
Segments
 Mobile
users with
gyroscope
 Gaming
conference
s
 Pro gamers
Key Resources
 Technologicall
y sound
engineers
 Game coders
 Environment
designer
 Workstations
to support 3D
animation
Channels
 Retailers
 Advertiseme
nt
 Online
ecommerce
websites
Cost Structure
 Value driven
 Manufacturing cost
 Resource management cost
 Programmers cost
 Arranging of conferences
Revenue Streams
 Use of business to business and
business to consumer model of sales
 One time purchase of products and
accessories
 Shared revenue between shareholders
Table 1: Business Model Canvass
(Source: Created by author)

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ASSIGNMENT 2 – STRATEGY PLAN

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ASSIGNMENT 2 – STRATEGY PLAN
Technology analysis and trends in the context of Virtual Reality and Augmented Reality
in the gaming industry.
The idea of having stimulated 3D game environment that can be viewed with the help
of special glasses was farfetched. Recently due to the advancement in the technological field,
it is now possible to view animated environment with the help of this type of special glasses
and can be used to play games and do different works (Miller et al. 2013). Adoption of such
gaming experience creation by the gaming community will provide a great deal of
competition to other companies working on the development of games. The games provides a
tremendous advancement in the development of audiovisual concept of gaming experience.
Apart from the VR glasses, other devices are there which come as an addition to the
accessories for the games that will be played by the gamers (Lv et al. 2015). The devices,
which can be both as an extra range from simple hand, help bulb sensors to model games
connected to the games. These devices are in huge demand by the gamers. The games add a
layer of virtual animation on top of the original present real environment; it might become
difficult that they would continue to bump into things in the real world. To avoid such
complication the developers have created a solution, which is in the form of a 360-degree
treadmill. This is a round deck platform where the gamer is strapped onto to play the game in
the virtual world without bumping into the real world obstacles (Wu et al. 2013). The perfect
combination of all such technological accessories makes the gaming experience better than
ever.

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ASSIGNMENT 2 – STRATEGY PLAN
Alignment of business model and value proposition
Identify the different customer segments to whom the product will be valuable
The product is of high demand for the hardcore gaming community who are willing to
spend a little more money on a good experience in gaming. The cost of a virtual reality
glasses is not much. It can range from a low priced cheap one to a much more costly branded
one for the better experience in gaming. The customers cannot be segregated according to the
age group classification. Any one if is shown the digital world using the VR glasses will get
addicted to such technology instantly (Gamito et al. 2017).
Outline a representative customer journey
For a representative customer the journey through such a digital world would make
the gaming experience change forever. People want to get a chance at the gaming experience
since they have seen the working module of the games and videos associated with the gaming
community (Lohse et al. 2014). The representative is first to be given a knowledge on how
the technology works in the real world. He is then strapped onto a 360-degree treadmill to
avoid collision with obstacles. Up on the selection of the game genre like role-playing game
or shooting the game is loaded onto the mobile device of the representative. The detailed
experience will be awestruck for the representative and will be instantly addicted to the
experience (Rohani, Sorensen and Puthusserypady 2014). The experience in using the
gaming accessories and audiovisual experience will make the user feel as if he is in the
gaming world itself.
The implementation of the segmented reality games have a far less active interaction
with the gamers. The games provide the use of the phones camera to view the games part of
the playing objective to be played. The games put the animated graphics design on the real
world with the help of camera (Serino et al. 2016). This shows the active use of the

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ASSIGNMENT 2 – STRATEGY PLAN
augmented reality. Ti also has the implementation of the real world locations and places,
which provide certain game checkpoints on the game (Dunleavy 2014).
Conclusion
Form the different research reports and the articles read during the compilation of this
report it can be concluded that the gaming industry has made the highest profit from the used
of the augmented reality and virtual reality technology in their domain. The pricing strategy
with the addition of a better gaming experience it has forced many hardcore gamers to adopt
the use of VR games. The best advantage of playing a VR game is that the gamers will be far
more interactive and active in term of game play. They would be interacting more with the
other gamers on the server and will be moving around the real world to play the game, which
makes them active in nature, rather than just sitting and playing using a gaming remote
control.
Recommendation
It would be of helpful recommendation for the gaming industry to make gaming
experience for the gamers of the highest quality. People are willing to spend money of the
gaming accessories to feel the best kind of gaming experience. It is a recommendation that
the gamers invo9lve the games in a much better graphics so that the animation would look
more like the visual effects used in the movies. This would make the game to be felt in the
real world. As the recent games that have been released are all concentrated to the mobile
industry it would be a recommendation to develop a particular device which be used for
playing the games. These devices are to be designed with the idea for the use of the device in
the virtual reality games. It would also be a recommendation for the game developers to
implement both the augmented reality experience with the addition of the virtual reality
experience together in a single game.

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References
Dunleavy, M. and Dede, C., 2014. Augmented reality teaching and learning. In Handbook of
research on educational communications and technology (pp. 735-745). Springer New York.
Dunleavy, M., 2014. Design principles for augmented reality learning. TechTrends, 58(1),
pp.28-34.
Gamito, P., Oliveira, J., Coelho, C., Morais, D., Lopes, P., Pacheco, J., Brito, R., Soares, F.,
Santos, N. and Barata, A.F., 2017. Cognitive training on stroke patients via virtual reality-
based serious games. Disability and rehabilitation, 39(4), pp.385-388.
Lohse, K.R., Hilderman, C.G., Cheung, K.L., Tatla, S. and Van der Loos, H.M., 2014.
Virtual reality therapy for adults post-stroke: a systematic review and meta-analysis exploring
virtual environments and commercial games in therapy. PloS one, 9(3), p.e93318.
Lv, Z., Halawani, A., Feng, S., Ur Réhman, S. and Li, H., 2015. Touch-less interactive
augmented reality game on vision-based wearable device. Personal and Ubiquitous
Computing, 19(3-4), pp.551-567.
Miller, K.J., Adair, B.S., Pearce, A.J., Said, C.M., Ozanne, E. and Morris, M.M., 2013.
Effectiveness and feasibility of virtual reality and gaming system use at home by older adults
for enabling physical activity to improve health-related domains: a systematic review. Age
and ageing, 43(2), pp.188-195.
Ortiz-Catalan, M., Sander, N., Kristoffersen, M.B., Håkansson, B. and Brånemark, R., 2014.
Treatment of phantom limb pain (PLP) based on augmented reality and gaming controlled by
myoelectric pattern recognition: a case study of a chronic PLP patient. Frontiers in
neuroscience, 8.
Rohani, D.A., Sorensen, H.B. and Puthusserypady, S., 2014, August. Brain-computer
interface using P300 and virtual reality: A gaming approach for treating ADHD.

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In Engineering in Medicine and Biology Society (EMBC), 2014 36th Annual International
Conference of the IEEE (pp. 3606-3609). IEEE.
Serino, M., Cordrey, K., McLaughlin, L. and Milanaik, R.L., 2016. Pokémon Go and
augmented virtual reality games: a cautionary commentary for parents and
pediatricians. Current opinion in pediatrics, 28(5), pp.673-677.
Wu, H.K., Lee, S.W.Y., Chang, H.Y. and Liang, J.C., 2013. Current status, opportunities and
challenges of augmented reality in education. Computers & Education, 62, pp.41-49.