{"id":10028,"date":"2019-03-20T22:16:05","date_gmt":"2019-03-20T19:16:05","guid":{"rendered":"https:\/\/saudishopper.com.sa\/en\/?p=10028"},"modified":"2026-03-27T17:54:59","modified_gmt":"2026-03-27T14:54:59","slug":"ericsson-consumerlab-augmented-reality-is-the-future-of-gaming","status":"publish","type":"post","link":"https:\/\/saudishopper.com.sa\/en\/ericsson-consumerlab-augmented-reality-is-the-future-of-gaming\/","title":{"rendered":"Ericsson ConsumerLab: Augmented Reality is the future of gaming"},"content":{"rendered":"

In the new Ericsson (NASDAQ: ERIC) ConsumerLab report, Ready, steady, game!<\/a>, 67 percent of gamers say they will increase their Augmented Reality (AR) usage in the next five years. The increasing popularity of video games is driven\u00a0by the growth of mobile gaming, and\u00a0now makes up 26 percent of all media\u00a0consumption hours.<\/p>\n

The report captures the opinions of 7,000 gamers aged 15\u201369 in Brazil, China, France, Japan, South Korea, the UK and the US, resulting in a study representative of 676 million people globally. In addition to highlighting video gaming and how augmented reality (AR) could enable the next level of immersive gaming, it explores what implications will an increased AR usage lead to in gaming, and how it would impact everyday life:<\/p>\n

From the margins to mainstream<\/strong><\/p>\n

Overall, video gaming is becoming more\u00a0and more mainstream. What was once\u00a0thought to be the sole province of teenage\u00a0boys has today become a hobby shared\u00a0across age groups and genders. While the\u00a0highest penetration of gaming can still be\u00a0found among 16 to 24 year old boys, with\u00a090 percent playing video games at least\u00a0weekly, 45\u201359-year-old women also make\u00a0up a significant player base, with half of them\u00a0playing video games at least once a week.<\/p>\n

Anders Erlandsson, Master researcher at Ericsson Consumer &IndustryLab, and main author of the report, says: \u201cWhile gaming is already now a mainstream activity, with no less than 77 percent of the studied population being active gamers, augmented reality stand to grow the gamer community even further. More than 1 in 3 non gamers are interested in AR gaming.\u201d<\/p>\n

10% of consumers log\u00a0half of all gaming hours<\/strong><\/p>\n

The most invested video gamers can\u00a0be found in the Extreme Multi-gamer\u00a0segment. They play video games across\u00a0all platforms and, while they make up only\u00a010 percent of the population, still account\u00a0for almost half of all the time spent on video\u00a0gaming. With the advent of\u00a0AR, this could change, since 36 percent of\u00a0non-gamers express interest in AR gaming.\u00a0This is significant, given that no less than\u00a023 percent are non-gamers.<\/p>\n

Erlandsson says: “In our earlier gaming study, that was released in 2014, we concluded that gamers and non-gamers alike felt there was a stigma associated with identifying yourself as a gamer. Today that stigma is more or less non-existent \u2013 particularly amongst gamers.”<\/p>\n

An immersive AR experience\u00a0can make games matter<\/strong><\/p>\n

Currently, AR gamers are both intrigued by\u00a0the promises of AR and disappointed by\u00a0the delivery. Almost 4 out of 10 AR gamers\u00a0agree that AR gaming will be more\u00a0interesting with better and more immersive\u00a0games, access to lower-cost AR glasses\u00a0and better batteries. Almost six out of ten\u00a0AR gamers list immersive experience\u00a0as a key driver for playing AR gamers.<\/p>\n

AR looks set to become a key\u00a0component of mainstream entertainment,\u00a0with 48 percent of all consumers saying\u00a0they will use AR across different media\u00a0types, including gaming, in the next 5 years.\u00a0Interestingly, 7 out of 10 AR gamers\u00a0think that AR opens up a totally new\u00a0video gaming experience, and almost\u00a0as many agree that it will change how\u00a0video games are played in the future.<\/p>\n

AR gaming makes AR part\u00a0of everyday life<\/strong><\/p>\n

When gamers start accepting digital\u00a0objects in the real world, these habits will\u00a0lead to an acceptance in other areas too.\u00a0For example, 45 percent of gamers are\u00a0interested in using AR glasses to watch\u00a0TV and video, and almost as many say\u00a0they would use AR to plan their homes.\u00a0Looking forward, as many as 67 percent\u00a0of gamers say they will increase their AR\u00a0usage in the next 5 years. It’s clear AR is\u00a0poised to make its mark on society and\u00a0media consumption is going to be a key\u00a0component on the augmented road ahead.<\/p>\n

Read the full Ready, steady, game! report HERE<\/a><\/p>\n

NOTES TO EDITORS<\/p>\n

For media kits, backgrounders and high-resolution photos, please visit www.ericsson.com\/press<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In the new Ericsson (NASDAQ: ERIC) ConsumerLab report, Ready, steady, game!, 67 percent of gamers say they will increase their Augmented Reality (AR) usage in the next five years. The increasing popularity of video games is driven\u00a0by the growth of mobile gaming, and\u00a0now makes up 26 percent of all media\u00a0consumption hours. The report captures the […]<\/p>\n","protected":false},"author":2,"featured_media":1566,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_meta-robots-noindex":"1","_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_pr_autopilot_social_copy":"","_yoast_wpseo_opengraph_title":"","_yoast_wpseo_opengraph_description":"","_yoast_wpseo_opengraph_image":"","_yoast_wpseo_opengraph_image_id":0,"_yoast_wpseo_twitter_title":"","_yoast_wpseo_twitter_description":"","_yoast_wpseo_twitter_image":"","_yoast_wpseo_twitter_image_id":0,"_yoast_wpseo_primary_category":0,"_extra_hide_author_box":"1","_extra_featured_post":"","_partner_post_id":0,"footnotes":""},"categories":[27,22],"tags":[191],"class_list":["post-10028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gaming","category-telecom","tag-ericsson","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nAugmented 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