Shulou(Shulou.com)11/24 Report--

In order to attract more users, virtual reality manufacturers have begun to shift their attention from games to new applications such as fitness, especially fitness virtual reality applications for female users, according to news on July 10. Companies such as Apple, Meta and byte Jump's Pico are partnering with non-game makers to acquire developers of non-game applications or to open up new application development paths for developers.

The following is the translation:

When Sam Cole launched the virtual reality fitness app FitXR on Meta's headline store five years ago, it was aimed at typical gamers, mainly young men around the age of 18. Just a few years later, however, as the app became popular, Cole's main customer base became women over the age of 35.

Cole's team speculates that the reason behind the change is exercise. Women living with male players began to try various fitness apps and share their experiences with friends.

"these people buy Touxian as fitness equipment, not as game consoles," Cole said. "

Many large technology companies are eager to emulate FitXR's changing customer base as they compete to move virtual reality and augmented reality technologies out of niche markets and attract mainstream markets.

For a long time, virtual reality devices have attracted young male audiences mainly through video games that provide immersive experiences. However, in order to expand their customer base, device manufacturers have been promoting new virtual reality use cases, such as work, fitness and entertainment.

In order to sell these devices to more users, technology companies choose to work with non-game manufacturers, acquire developers of non-game applications, or open up new application development paths for developers. In June, Apple announced the launch of a new hybrid reality headset Vision Pro that costs nearly $3500, but the game content was barely mentioned in the promotion process. Instead, Apple says Vision Pro users will be able to have more immersive conversations with colleagues and loved ones, record more memorable moments with photos and videos, and expand their entertainment.

Industry insiders say virtual reality fitness apps can attract consumers who may be afraid or unable to attend traditional fitness courses in person. These applications are usually designed by experts for high-intensity professional exercise programs. Users can take taekwondo lessons, hit objects that seem to fly towards them, row a boat on a picturesque lake, or ride a bike in a scene similar to an international metropolis.

"the immersion brought by virtual reality encourages people to exercise more than anything on a two-dimensional screen," said Eric Janszen, chief executive and co-founder of VirZoom, a fitness app launched by the Oculus Quest store. You don't need to stare at the screen, nor do you need to imagine yourself in it. You are actually in it, you react to your surroundings, and your surroundings are responding to you. "

For a long time, virtual reality has mainly attracted young people, who like to wave lightsabers in Star Wars-themed game apps or move forward in the doomsday ruins after the zombie explosion. Last year, a senior Meta executive testified in court that as of December 2019, less than 10 per cent of Quest headset users were women. "most virtual reality users are men, young people and game enthusiasts," said Ramon Llamas, director of research at IDC, a market research firm.

However, applications such as FitXR developed by Kohl have gone beyond gaming applications and introduced women into virtual reality. In fact, they are already infatuated with this app.

Kaleah Wilson, 25, bought a virtual reality head display two years ago in an attempt to lose weight. Although Wilson also likes to go to the gym or play basketball, she finds it more fun and convenient to exercise through the virtual reality app FitXR. "sometimes you don't even realize you're exercising," Wilson said of the experience. Her mother, sister and friends saw her lose 30 pounds (13.5 kilograms) through the app and started buying Touxian.

"the selling point is that I'm losing weight while I'm playing," Wilson said. "it's amazing. They didn't see it coming."

Companies such as Apple seem to be moving into virtual reality fitness. Apple reportedly plans to integrate its fitness app Apple Fitness + into another Touxian. It is said that the head display can track users' fitness goals and provide thousands of audio and video videos for exercise. Last year, byte beat's Pico said the new virtual reality headset will include a wide range of sports and fitness apps, as well as an internal tracker that will tell users how long they have exercised and how many calories they have burned.

Meta, the leading maker of virtual reality headlines, also sees expanding into fitness as a key strategy. In 2021, Meta announced the acquisition of Within, the studio behind the popular virtual reality fitness app Supernatural. The app combines daily exercise with pop songs by stars such as Bob Marley and Dua Lipa. Last year, Les Mills, a famous fitness course company, partnered with Odders Lab to turn the fight exercise app "Lemi fight" into a virtual reality experience on Meta's Quest profile.

When the Federal Trade Commission (FTC) challenged Meta's acquisition of Within in court, company executives testified that they believed fitness was the key way to attract women and older clients. Many Quest users only use specific applications and put the device aside in a few weeks. Fitness apps can help companies change that by encouraging users to integrate head-display devices into their daily lives. Fitness apps also provide a continuous source of revenue because they usually charge subscription fees, according to Meta executives.

However, the promotion of this technology still faces challenges. Many people say that virtual reality devices are uncomfortable and can easily lead to dizziness and difficult to use in exercise. Apple's Vision Pro uses cables to connect the head display to the battery pack, which may further limit users' physical activity.

"I go to the gym five days a week," Lamas said.... I don't think I can do that with my head on. "

But product enthusiasts are betting that Apple's headset will eventually demonstrate the value of hybrid reality devices, which could also help Meta attract customers who want cheaper products. Meta's most expensive virtual reality headset costs less than $1000, less than 1/3 of the price of an Apple device.

Kohl said his company has plans to adjust the FitXR app for Apple devices. He believes that when Apple devices hit the market, consumers will re-experience the charm of virtual reality.

"they will try this experience and they will be surprised," Cole said. "

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