Is augmented reality (AR) the next level of gaming?

Key insights

Have mobile phones killed the importance of gaming?

  • Gaming is bigger than ever, driven by the growth of mobile gaming, and now makes up 26 percent of all media consumption hours
  • Even if today's teenagers spend more time gaming, they no longer think it is as important; importance now peaks with 25 to 34-year-olds

10 percent of consumers log half of all gaming hours

  • Game time is heavily skewed to a small group of people
  • AR is interesting also to non-gamers; 35 percent of non-gamers express interest in AR gaming. This is significant, given that 23 percent of consumers are non-gamers

The AR gaming mobility paradox: gamers reject mobile phones but embrace mobility

  • Two out of three respondents (66 percent) are interested in AR gaming, but one in three AR gamers say holding a mobile device is not good enough for AR gaming
  • 43 percent are very interested in AR sports, and 1 in 4 consumers say they will use AR when exercising in the next 5 years

An immersive AR experience can make games matter again

  • Almost 4 out of 10 AR gamers agree that AR gaming will be more interesting with better and more immersive games, access to lower-cost AR glasses and better batteries

  • Among current AR gamers, 6 out of 10 list immersive experience as a key driver for playing AR games

Virtual objects that stay put change everything

  • Almost half of consumers agree that it would be particularly interesting if virtual objects remained where you "placed" them
  • The promise of digitally decorating your room, creating a digital sculpture or even designing a house triggers the minds of gamers and non-gamers alike

AR gaming makes AR part of everyday life

  • When gamers start accepting digital objects in the real world, these habits will lead to an acceptance in other areas too. Two thirds of gamers say they will increase usage in the next 5 years

A whole new (AR) ball game

father and daughter working on tablet

Consumer media habits are constantly evolving. New devices and services enable consumers to rapidly shift their expectations and behaviors. The way entertainment is accessed, consumed and purchased has changed dramatically in a short period. This report looks closely at video gaming and how augmented reality (AR) could enable the next level of immersive gaming.