SuperData has announced a new data partnership network supporting the $5B virtual reality industry. The leading provider of games and interactive media intelligence will build on its existing data relationships with the world’s largest game publishers and payment providers to create the VR Data Network, the first cooperation to bring together the top VR developers and headset makers.
“There’s no doubt the virtual reality market will be an explosive new medium, hitting $30.5B in the next five years,” said SuperData’s head of VR/AR strategy, Stephanie Llamas. “Like the early days of digital games - which itself will be a $95B market next year - VR needs to begin the process of measurement and validation. That’s why we’ve launched the Data Network, helping headset makers and developers learn together and prove the case to the rest of the industry.”
Like the firm’s existing data partnerships with publishers, developers, and payment providers in digital games, the VR Data Network has begun providing major virtual reality companies the ability to collaborate on insights projects and sizing efforts to verify the scope and trajectory of the market. Data Network partners receive regular metrics on unit sales, VR software and game performance, and deep insights around consumer sentiments and behaviours.
Eve To Their Adam
CCP Games is serving as one of the founding partners of the Network. “The VR industry is changing extremely rapidly, so it’s more important than ever to have reliable, accurate data we can use to make decisions,” said Julien Dulioust, senior monetization director at CCP Games. “It’s hard enough predicting where the market will be in six months, but we need to look 12, 18, 24 months into the future, so working with SuperData is extremely important to us.”
With almost 18M VR users this year, and the holiday season pushing VR hardware sales to $2.2B, SuperData and its partners recognize the inevitable value the market will provide long-term. Together, the Data Network has begun to address key growth drivers such as hardware penetration, and software performance comparisons to traditional platforms. Other studies are looking at consumers’ pain points and barriers to entry such as demo ROI, intent to spend, and demand. With more than half of U.S. consumers still unsure of what VR is, VR Data Network partners will use these shared insights to push the industry toward general adoption and grow it into a healthy ecosystem for industry stakeholders.
“Part of a high-growth, maturing market is the motivation to strategise on a larger scale. This happened for TV and advertising, with retail goods, it’s what SuperData did for digital games, and now we’re bringing this to VR,” SuperData’s head of partnerships, Sam Barberie, said. “Our partners are interested in getting over the initial hump of speculation to start planning for the future of VR. We’re honoured to be their allies in this.”
Headset makers, advertisers, and developers interested in joining can apply by contacting Barberie at [email protected] for further information.