39 ROUND TABLE VR
FEED: WHAT ARE THE BEST WAYS FOR VR PRODUCERS TO DISTRIBUTE THEIR CONTENT TOUSERS? MARIA KOROLOV: 360º YouTube videos oer the biggest possible audience, but no interactivity. After that, Gear VR and Daydream VR. Then Playstation VR for games. Then Oculus Rift or HTC Vive for industrial training simulations. MUKI KULHAN: Firstly, there’s no sense in distributing anything unless you have these three words going for you: kick ass content. If you build it, they will come, and the WOM gods will be good to you. Next, there’s nothing like a big, fat marketing budget to help. And with actual distribution, find a hardware or software partner or a physical partner like a shop or VR arcade to feature your content. TANYA LAIRD: That’s a subjective question and depends on the objective of the content. In the same way that content can be created and distributed across multiple existing channels such as mobile, TV, cinema, DOH, tablets or even smartwatches, VR needs to be considered as another channel in the mix not as the purpose for the content. A good story will shine no matter what the medium. FABRICE LORENCEAU: For now, the best way is through the dedicated platform stores like Oculus, Play Store, App Store, Stream VR, PlayStation Store. I think we’ll start seeing more cross-app promotion and ways to promote apps in the future. For video games, we will see VR as bonus titles or DLC add-ons. For film and TV, VR can be used to upsell content packages. LUCAS WILSON: Think of distribution in the same category as TV or movies. First, drum up excitement by releasing a trailer, which can be as simple as a 360º video on YouTube or Facebook. Then, the main way to distribute a VR experience is via an app, so you have to engage in app marketing. The market gets way too hung up on the VR aspect and they forget that it’s just an app and needs to be marketed that way. Build a good online marketing campaign, work with influencers and build strong relationships with companies like Oculus and HTC, or Unity and Unreal, who may be open to helping promote your content.
MARIA KOROLOV: Probably the first successes will be “cam girls” - or boys - switching to VR so they can charge more. It’s also a good fit for marketing experiences, such as virtual hotel tours, virtual car test drives, movie promos. MUKI KULHAN: Proven revenue frames that stand out so far include subscription- based models, especially with serialised content, and there has been some experimenting with pay-as-you-go as well. Other rev models include the good old-fashioned brand-funded and commissioned content. TANYA LAIRD: Right now the model for consumer-led VR is following traditional monetisation structures. The more interesting areas are the business-to- business led applications which can focus on lower volumes at higher price points. Likewise it’s important to note, especially for arcades and location-based VR, that revenue models that focus on the person in the HMD are crucially flawed and there needs to be more thought given to those not wearing the HMD. This is no dierent to the sports industry, gigs economy or cinema industry where the ‘main attraction’ is only one line of revenue within a broad range of experience-related revenues. FEED: HOW CAN VR CONTENT BE CONSISTENTLY MONETISED?
ALL IN THE HEAD Despite the large choice of hardware, engaging VR doesn’t require a head-mounted display
FABRICE LORENCEAU: Similar to mobile apps, VR monetisation generally starts as a one-time fee for an app. As VR apps grow in popularity, we will see subscription models and advertisements become more popular within the industry. In the case of sports, some content is available behind a subscription paywall – generally the same as the current OTT subscription plans, although this may evolve. LUCAS WILSON: That’s proven a tough nut to crack so far. Ad revenue is the way much online video is monetised now, though advertisers have to be convinced that there are a lot of eyeballs watching. But the bottom line – forget about the VR aspect. If the content is compelling, with an eager audience, then good marketing
and promotion will promote app downloads whether it’s VR or not.
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