On August 9th, Beijing time, foreign media Venturebeat conducted an interview with Roy Taylor, vice president of chip maker AMD's cooperation affairs. In the interview, Taylor mentioned that some people in the industry think that VR will penetrate into every aspect of life. It is necessary to reduce the price of VR devices to increase the number of users. Today, VR content costs as much as $1 million per minute. We need to ensure that content creators can recover such production costs in order to create great VR content and allow the industry to survive and thrive. He also pointed out that the production and consumption of VR content requires a large number of high-performance processing chips, which means a huge market opportunity for AMD, Intel or Nvidia. He emphasized that AMD’s current focus is to find newcomers who are expected to become creators of VR content, and even find the next outstanding talent like Sergey Brin and Mark Zuckerberg.
For software, Roy-Taylor invested as much attention as the hardware.
The reason is that virtual reality (VR) applications will drive industry demand for graphics hardware such as AMD's latest Radeon series of graphics processing chips. As a result, Taylor is currently busy forming partnerships with Hollywood entertainment companies, VR startups and game companies. He believes that VR represents the dawn of a new entertainment medium.
AMD has set up an office in Hollywood to increase the production of VR entertainment content. Taylor said that he is looking forward to the future of VR technology can produce a single-eye resolution of 4K content, which is far better than the current VR helmet 1080p resolution.
The foreign media VentureBeat held the 2016 GamesBeat conference. During the conference, the reporter interviewed Taylor. The following are the main contents of the interview.
GamesBeat: What is your opinion of VR?
Taylor: I feel very excited about VR. Fortunately, I was able to participate in the invention of the GPU. Many people are familiar with GPUs today. However, this was not the case in the late 1990s. At that time, there was no such massive game nowadays, but people at that time could foresee the current situation. If you work with content creators, you will find out how excited they are about VR attitudes, which shows how popular VR will be in the future.
Edison invented the motion picture projector in 1891, but it took four years for the Lumiere brothers to shoot the first film in history. Until the creation of the film company Nickleton in 1907, the film industry began to take off. I think we are in a situation similar to that of 1895 or 1896. The similarity is that one can foresee what the future of this industry will be like.
I am very fortunate to talk with some related people. Yesterday at the University of Las Vegas, I met with a number of scholars, teachers, and students working in film production and discussed with them about VR. They believe that VR will penetrate into every aspect of life in the future.
GamesBeat: What do you think about the first-generation VR hardware that has been released and the next-generation VR hardware?
Taylor: I like the hardware that has been introduced. Without Oculus, I will not be here today. I very much appreciate Palmer, Jason, Brandon and the team behind them. They are doing great. They have a good balance between the distance between the screen and the eyes and the higher resolution. We have already cooperated with a New York company Imagine. The company’s product is a 4K helmet. It's wonderful to watch 4K content at such a close distance through the helmet. The transition from the current resolution to 4K is indeed a great progress, and this is bound to happen.
The film industry wants to quickly achieve 4K, and then achieve higher resolution than 4K. At the same time, prices will decline.
GamesBeat: How can we make VR helmets more affordable?
Taylor: Of course, we need to make VR products more affordable. Everyone understands this. However, letting the price drop also consider a deeper and more important reason. Whether it is "Battlefield 4" or "Ghostbusters," the cost of producing VR content per minute is now about one million US dollars. We need to ensure that content creators can recover such production costs, otherwise it is not conducive to the long-term development of VR.
There are about 12 million people watching the Ghostbusters. For Battlefield 4, Electronic Arts sold about 10 million tickets. There are only so many viewers because there is only such a large infrastructure. We have to lower prices so that tens of millions of people have VR helmets, so that content production operations can recover production costs of one million dollars per minute. Ultimately, we can create great VR content that will allow this industry to survive and thrive.
GamesBeat: As a chip maker, you recently opened an office in Hollywood. Why?
Taylor: Yes. Our office is located at 6600 Sunset Road. VR technology consumes a lot of chips. Whether we are Intel or Nvidia, the development of VR will be of great benefit to us. In content production and consumption, a large number of high-performance processing chips are needed. Unless the VR content industry can develop smoothly, there will not be such a huge market opportunity. Therefore, we need to promote the development of content production and consumption.
We do not want to wait until 12 or 16 years before this market begins to flourish. Our competitors do not want to wait that long. The office opens in Hollywood because we want to support content creators in order to accelerate the time to market. Fortunately, there are many such people in Los Angeles.
GamesBeat: Recently you talked about "VR as a service."
Taylor: This phenomenon surprised me. The wide application of VR is totally unexpected. For example, it is used in areas such as security training. Boeing is using VR to launch a very practical security training. VR is also used in the medical industry, for example, to treat post-traumatic stress disorder. Real estate agents have also adopted this technology. In addition, we also saw VR in design and manufacturing.
VR will lead us through the first wave of consumer experience. Even if it takes a long time to produce attractive VR content, the phenomenon of VR as a service (that is, VR is widely used in other fields) will promote the continuous development of VR.
GamesBeat: Which areas do you think invest the most in VR?
Taylor: It's Hollywood. Hollywood has produced VR experiences such as "Mars Rescue" and "Smart Action: Ghost Record". In fact, they have produced more than 160 VR videos. We estimate that the production investment is about 70 million US dollars. As far as we know, there are 200 in production. Hollywood does not want to be stupid, but actively invests in production and uses VR content to promote the development of traditional movies.
GamesBeat: AMD has just announced that it has developed some new splicing solutions for 360 VR. What do you think about 360VR and game engine based VR? What kind of VR technology do we have to tie in with?
Taylor: The game engine will soon develop to the extent that it can be used in film production. This stage is approaching. Most of the entertainment industry is keen on 360 VR because they like cameras. If spliced ​​properly, the content quality will be very good, so we are committed to research and development splicing solutions. However, the more ideal solution is to combine 360 ​​cameras capable of shooting high-quality content with interactive game engines.
We believe that 360 cameras and game engines will be combined, although there are some difficulties, but through the light field capture, modern cameras (putting the computer and the camera before) and other technologies can solve these problems. Today both are independent, but they will come together in the future.
GamesBeat: You talked a lot about augmented reality (AR).
Taylor: For AR, I love it and I'm a bit scared. Consumers also need time to adapt to this combination of reality and virtual technology. We are very pleased with the success of the AR game Pokémon GO. But sadly, some people died because of AR technology. For example, two children fall off a cliff. Others cut their fingertips while wearing an AR helmet to learn cooking lessons. We need time to adapt to this new technology.
We strongly support companies such as DAQRI (focusing on the development of AR in industrial and automotive applications). We need time to achieve continuous development.
GamesBeat: What do you think about VR? In this regard, what are our countermeasures?
Taylor: The killer app is probably not an app, but it will appear on social platforms. Perhaps the facts will prove that Mark Zuckerberg is the wisest. Give me an example. My mother said to me, "Can you buy me a VR helmet as a Christmas gift?" My mother is 72 years old. I said, "Of course. What do you want it to do?" she said: "In the VR world, I can be young again." I think that's true. In the VR world, I can have developed abdominal muscles. But if no one sees my abs, it means nothing, so I hope all the friends around me will join this VR world so that I can show off my good body. This is the case. We can create a place through VR where we become better, more sexy and more beautiful.
GamesBeat: Soon we will be able to watch the "First Player" movie. Older people still remember how they felt when reading The Avalanche. This book on network personality and virtual reality gives us a lot of inspiration. How long will it take for us to see such VR content?
Taylor: There are many important factors to deal with now. One of them is the social element. There is also an increase in the number of people joining the VR world from a few thousand to tens of thousands. We also need to consider hardware support. Combining all these factors will be extremely challenging, but we will overcome these challenges. I do not know how long it will take, after several decades or five years later? We need to find a profit model. This goes back to what I just talked about, to lower VR prices. The computer costs $1,000, which is unlikely to attract tens of millions of users. The price of the computer must be reduced to $500 to attract more users.
GamesBeat: What is the difference between AMD and other hardware vendors in VR?
Taylor: AMD entered the VR field slightly earlier than other manufacturers. We are more serious about VR. We are very concerned about community and content creators.
The next Sergei Brin or Mark Zuckerberg may only be fifteen or sixteen. I met a young director Sam Vick at Chapman University. His ideas are very exciting and unique. In fact, we have been searching for people who are hopeful content creators at Chapman University, the Royal British Film Institute, and the Beijing Film Academy in China.
GamesBeat: There are a lot of VR activities. It's a bit confusing to decide what's important and worth attending. Various exhibitions and conventions have emerged in large numbers. The Game Developers Conference also announced the hosting of the VR Conference. How do you decide which activities to participate in?
Taylor: We are often invited to participate in an event, talk in an event, or sponsor events. We focus on the activities that content creators will attend. If you are not a content creator, can you come into contact with such people? This is our only focus. We hope someone can introduce us to the next generation Larry Page or Sergey Brin. This is the focus of our attention.
GamesBeat: Can you recommend the best VR content you've experienced so far?
Taylor: The most intimidating VR experience I've ever experienced is "Smartness: The Factual Record," and it's terrible. The best VR game content is Ubisoft's "Eagle Sky" and won't make me dizzy. It's fun. I really like it. The best entertainment piece is Mars Rescue. It has a total length of 30 minutes, but it seems to be only 5 minutes to watch it. It's really exciting.
GamesBeat: Is it possible for the VR industry to get into trouble and how can we get out?
Taylor: It will depend on how quickly we figure out the profit model. We have to let Michael Bay, James Cameron, Andy Wilson and other directors recover the production cost of one million dollars per minute. So we need to create a profit model.
For those who do not want to install VR devices at home or cannot afford them, if we can provide the opportunity to try VR and inspire them to have curiosity about VR, they will come up with money so that we can make a profit and recoup previous productions. cost. (You Yun)
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