1. Fortescue V-team Presentation Lars Blackmore and Dian Chen

2. Overview Motivation Scope of project Overview of gaming industry Existing interactive gaming solutions Ongoing work Conclusion

3. 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

4. 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?

5. Games – market size $8.1 billion in sales in 2004 –Two video games sold for every household in the US –50% of Americans over the age of 6 play video games

6. Games – market segments

7. Major Players Gap to be filled

8. Who is playing games? Some figures: –Average age of a game player: 26 years old –Average age of 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

9. Who is playing games?

10. 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

11. What types of games? Top games by platform: Console Games: 1.Action (27.1%) 2.Sports (17.6%) 3.Racing (15.7%) 4.Roleplaying (8.7%) Computer Games 1.Strategy (27.1%) 2.Children’s (14.5%) 3.Shooter (13.5%) 4.Family Entertainment (9.5%)

12. Gaming Market - Summary Two main points –Gaming market is large –Most important segment is 18+ Number of players Spending power

13. 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

14. Interactive Gaming 1.Interactive input devices for existing console platforms –Donkey Konga –Eye Toy –Dance Dance Revolution 2.Entirely new interactive gaming systems –Radica Play TV system –XaviXPORT console

15. 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

16. 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

17. 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

18. XaviXPORT XaviX – created processors for Radica In 2005, launched new low cost console –XaviXPORT Interactive, motion-based games –Golf, Baseball, Tennis, Bowling, Boxing

19. XaviXPORT video

20. 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

21. Existing Solutions - Summary Two different strategies for same video game motion capture technology: 1.Unique toys, plug-and-play, 4 to 14 y. olds. 2.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?

22. Conclusion Gaming market is large Adult market segment most lucrative Existing interactive games not aimed at adult game player Market opportunity for Fortescue?

23. Ongoing Work Size of interactive games market? Peripherals market –What price will people pay for 1.Reusable ‘plug-in’ motion sensor module 2.Game-specific peripherals Benefits of Fortescue technology? Adult players versus ‘serious’ players