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Fortescue V-team Presentation Lars Blackmore and Dian Chen Overview Motivation Scope of project Overview of gaming industry Existing interactive gaming solutions Ongoing work Conclusion Fortescue’s Idea Fortescue has accurate motion capture and analysis technology

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Fortescue v team presentation l.jpg

Fortescue V-team Presentation

Lars Blackmore and Dian Chen


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Overview

  • Motivation

  • Scope of project

  • Overview of gaming industry

  • Existing interactive gaming solutions

  • Ongoing work

  • Conclusion


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Fortescue’s Idea

  • Fortescue has accurate motion capture and analysis technology

    • So far applied as golfing aid

  • Motion capture technology could be used as video game interface

    • ‘Interactive’ video games

  • Is there an opportunity here?

    • Need to understand video game industry


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Scope of Project

  • Overview of computer gaming market

    • How big?

    • Who are the major players?

    • Who is buying and playing games?

    • What types of games?

  • Existing interactive solutions

    • Is there anything already out there?

    • What is it like?

  • Interactive gaming market

    • How big is it?

    • Who will play these games?


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Games – market size

  • $8.1 billion in sales in 2004

    • Two video games sold for everyhousehold in the US

    • 50% of Americans over the age of 6 play video games



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Major Players

  • Gap to be filled


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Who is playing games?

  • Some figures:

    • Average age of a game player:26 years old

    • Average ageof game buyer: 35 years old

    • 35% of game players are women

    • 60% of 18-34 y.o. males play regularly

    • Same group spending less time watching TV



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Marketing Strategy

  • Gap to be filled:

    • I have a little bit on what MS, Sony etc. are targeting, i.e. which segments, but more would be good. Who do the software people market to?

    • POINT OUT: games like GTA and Halo 2 marketed for lucrative 18+ market


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Top games by platform:

Console Games:

Action (27.1%)

Sports (17.6%)

Racing (15.7%)

Roleplaying (8.7%)

Computer Games

Strategy (27.1%)

Children’s (14.5%)

Shooter (13.5%)

Family Entertainment (9.5%)

What types of games?


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Gaming Market - Summary

  • Two main points

    • Gaming market is large

    • Most important segment is 18+

      • Number of players

      • Spending power


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Existing Input Devices

  • Generic:

    • Mouse and keyboard

      • Standard for PC gaming

    • Console controllers

      • Xbox, PlayStation2, GameCube $20 to $70

  • Game-specific:

    • Guns

      • Playstation2 $20 to $60

      • Included with certain games

    • Racing wheels

      • $50 to $150


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Interactive Gaming

  • Interactive input devices for existing console platforms

    • Donkey Konga

    • Eye Toy

    • Dance Dance Revolution

  • Entirely new interactive gaming systems

    • Radica Play TV system

    • XaviXPORT console


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Dance Dance Revolution

  • Players dance on pressure-sensitive mat

  • Huge arcade success in Japan and worldwide

  • Successful transfer to console market (PS2)

    • 1 million copies sold in US

  • Mats purchased separately

    • range from $12 to $200


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New Platform – Play TV

  • Radica – electronic toy company, releases ‘Play TV’ range of games in 2000:

    • Baseball

    • EA Madden Football

    • SSX Snowboard

  • Each game plugs directly into TV without separate console

  • Motion sensitive interface

  • Software and interface made for a specific game


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Play TV by Radica

  • Price

    • $50 for “plug and play” device

  • Technology

    • Specialized processor chips licensed from XaviX

    • Infra-red motion detection for controllers

    • Simpler game technology

  • Intended market

    • 4 to 14 year olds

    • Consumer feedback shows adult interest

  • On sale at: Wal-Mart, Target, Toys ‘R’ Us, Amazon.com

  • Size of market?

    • $6 million revenue in 2002 for Play TV and handheld games


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XaviXPORT

  • XaviX – created processors for Radica

  • In 2005, launched new low cost console

    • XaviXPORT

  • Interactive, motion-based games

    • Golf, Baseball, Tennis, Bowling, Boxing


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XaviXPORT

  • video


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XaviXPORT

  • Price

    • Console $80

    • Game cartridge $50 with interface

  • Technology

    • Similar to Play TV

    • Toy interface

  • Strategy: ‘Interactive Television Computing’

    • Games

    • Entertainment

    • Home (health, fitness, security)

    • Education


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Existing Solutions - Summary

  • Two different strategies for same video game motion capture technology:

    • Unique toys, plug-and-play, 4 to 14 y. olds.

    • Console system, base for home health, entertainment, security

  • Current products use very basic video game technology

  • Sports interfaces not true to life

    • Consumer, trade reviews

  • Not targeting ‘serious’ game market – opportunity?


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Conclusion

  • Gaming market is large

  • Adult market segment most lucrative

  • Existing interactive games not aimed at adult game player

  • Market opportunity for Fortescue?


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Ongoing Work

  • Size of interactive games market?

  • Peripherals market

    • What price will people pay for

      • Reusable ‘plug-in’ motion sensor module

      • Game-specific peripherals

  • Benefits of Fortescue technology?

  • Adult players versus ‘serious’ players