Content Is the Queen - Commercial Virtual Reality Arts and Entertainment Products

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School of Business | Bachelor's thesis
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Authors

Date

2016

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

42

Series

Abstract

Building a virtual reality based arts and entertainment product is a complex and very interesting process. Especially social aspect, sense of flow, smooth interaction, arousing emotional stimuli and strong sense of presence are essential since they increase the user engagement and contribute to a positive experience. Research highlights the importance of providing an experience and an active role of the audience. Early actors in an emerging market should take advantage of their position (Zirger & Modesto, 1990) and focus on basic innovations (Zackariasson & Wilson, 2008). The research focuses on the content creation point of view, since the emerging virtual reality market currently suffers from a lack of content (Deloitte, 2016; Scherba, 2016). There is a strong dependency between hardware and software (Marchand & Henning-Thurau, 2013), which makes the high-quality content essential to attract users for the new technology. This study examines different aspects of the new media and special characteristics of an artistic offering. More mature entertainment industries, such as gaming and film, are viewed as references to find out what kind of characteristics could indicate success of an artistic virtual reality experience.

Description

Thesis advisor

Del Rio Olivares, Maria

Keywords

virtual reality, arts marketing, content design, product development, commercial, art, entertainment, content design

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https://urn.fi/URN:NBN:fi:aalto-201708176584

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