Where do VR/AR and immersive tech fit into the future of consumer entertainment and enterprise markets? -With so much hype and investment around VR/AR, where are the real opportunities for growth? -What’s holding back uptake from both consumers and businesses? -Which technologies and platforms are leading the way? And how is this set to change in the coming years? -Where are the markets headed? Where will adoption be by 2021?

1. State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.
THE FUTURE OF VR/AR
VRX Europe MAY 2018
@stephinaners | @VR_Intelligence | #VRX2018

2. About Us
2
Stephanie Llamas
VP of Strategy
Head of XR
stephanie@superdataresearch.com
@stephinaners
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved. @stephinaners | @VR_Intelligence | #VRX2018

3. About Us
3
We collect data from partners like payment providers, content creators, investors and headset
makers to provide market intelligence on the games and immersive media markets.
• 271M game transactions
• 105M unique gamers
• 337K XR user sessions
• 62K XR devices
• 10K XR survey respondents (U.S. and China)
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved. @stephinaners | @VR_Intelligence | #VRX2018

4. About Us
4
We collect data from partners like payment providers, content creators, investors and headset
makers to provide market intelligence on the games and immersive media markets.
• 271M game transactions
• 105M unique gamers
• 337K XR user sessions
• 62K XR devices
• 10K XR survey respondents (U.S. and China)
Interested in joining our network?
Get in touch!
stephanie@superdataresearch.com
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved. @stephinaners | @VR_Intelligence | #VRX2018

5. State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.
5
Technology is rooted in
the past.
-Ludwig Mies van der Rohe

6. 0%
7%
13%
20%
2015 2016 2017 2018 2019 2020
0%
25%
50%
75%
100%
1960 1970 1980 1990 2000 2010 2020
*Includes Google Cardboard-based devices.
Sources: Michael Felton, The New York Times; Pew Research
Center; Gallup; U.S. Census; SuperData Research
Color TV
VCR
PC
Cell
phone
Internet
Virtual Reality
Technology adoption rates
Share of U.S. households, 1960-2020
VR Adoption
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved. @stephinaners | @VR_Intelligence | #VRX2018
6

7. @stephinaners | @VR_Intelligence | #VRX2018State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.
7

8. 8
VR/AR/MR headset shipments by type
2012-2020
The VR Market
@stephinaners | @VR_Intelligence | #VRX2018
1Investment figures include the following investment types: Crowdfunding, seed, angel, Series A/B/C venture rounds or later,
acquisitions (excluding Facebook’s purchase of Oculus) and IPO.
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.
M
9M
18M
26M
35M
2016 2017 2018 2019 2020
PC
Premium mobile
Console
Standalones
Oculus Go
HTC VIVE Focus
Lenovo Mirage
Oculus Santa Cruz
???
Magic Leap
Microsoft Hololens

9. State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.
9
-Sean “P. Diddy” Combs
It’s all about the
Benjamins, baby.

10. Total earnings will rise
56% from 2017 to 2018.
10
Virtual Reality consumer revenue by segment: 2017-2021
Billions of USD, worldwide
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved. @stephinaners | @VR_Intelligence | #VRX2018
The Virtual Market’s Slow Start
2017 2018 2019 2020 2021
$2.5B
$3.9B
Consumer software/services
Hardware
$8.7B
$13.4B
$17.7B

11. Total earnings will rise
56% from 2017 to 2018.
VR software revenue will
equal less than half of
hardware over the next 4
years.
11
Virtual Reality consumer revenue by segment: 2017-2021
Billions of USD, worldwide
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved. @stephinaners | @VR_Intelligence | #VRX2018
The Virtual Market’s Slow Start
2017 2018 2019 2020 2021
$2.5B
$3.9B
Consumer software/services
Hardware
$8.7B
$13.4B
$17.7B

12. 12
Virtual Reality consumer revenue by segment: 2017-2021
Billions of USD, worldwide
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved. @stephinaners | @VR_Intelligence | #VRX2018
2017 2018 2019 2020 2021
$2.5B
$3.9B
Consumer software/services
Hardware
$8.7B
$13.4B
$17.7B
The Virtual Market’s Slow Start
2019 = major turning point:
revenue will more than
double year over year.
Inflection point

13. 13
Virtual Reality consumer revenue by segment: 2017-2021
Billions of USD, worldwide
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved. @stephinaners | @VR_Intelligence | #VRX2018
The Virtual Market’s Slow Start
2019 = major turning point:
revenue will more than
double year over year.
Why?
-Cost of devices
-Content diversity
-Location-based VR
2017 2018 2019 2020 2021
$2.5B
$3.9B
Consumer software/services
Hardware
$8.7B
$13.4B
$17.7B
Inflection point

14. Games
55%
LBE
25%
Interactive
media
7%
Other
13%
14
Consumer software revenue: 2017-2021
Billions of USD, worldwide
The Virtual Market
2017
$554M Games
53%
LBE
17%
Social media
7%
Interactive
media
8%
Other
15%
2021
$5.6B
@stephinaners | @VR_Intelligence | #VRX2018State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.
Doesn’t not include ad revenue.

15. State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.
15
Don’t find customers for
your products, find
products for your
customers. -Seth Godin

16. 16
Enterprise VR
@stephinaners | @VR_Intelligence | #VRX2018
Investment in creators
Internal R&D
Investment in VR/AR/MR companies
Outside investment vs. R&D, $bil
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.
$0.77 $0.80 $0.89 $0.93 $1.1
$8.4
$11.4
$13.6
$16.3
$17.6
2017 2018 2019 2020 2021

17. 17
How do enterprise end users use or plan to use VR?
Enterprise VR
@stephinaners | @VR_Intelligence | #VRX2018
63%
41%
37% 37%
34%
27%
15%
Training
& simulation
Product
design
& engineering
Collaborative
working
Analysis
(e.g., data
visualization)
Marketing
& sales
Research Other
VR Intelligence survey: In which of these areas do you use, or plan to use, VR in your business?
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.

18. 34% 31%
24%
16% 16%
11%
32%
42%
81%
70%
12%
8%
Showrooms
and retail
Architecture,
Engineering,
Construction and
Design (AECD)
Education Healthcare Manufacturing
and
Industrial
Engineering
Other
18
Enterprise VR
@stephinaners | @VR_Intelligence | #VRX2018
Supply
Demand
State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.
Share of VR companies by sector
Supply vs. Demand

19. State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.
19
Which letter
comes
before R?
V
A
M
(IRTUAL)
(UGMENTED)
(IXED)
………..……..
………..……..
………..…..

20. 2017 2018 2019 2020 2021
$2.5B
$3.9B
$8.7B
$13.4B
$17.7B
20
2017 2018 2019 2020 2021 2017 2018 2019 2020 2021
$1.1B
$2.2B
$6.5B
$10.6B
$17.4B
$0.1B $0.4B
$3.0B
$7.6B
$14.9B
Virtual Reality vs. Mobile Augmented Reality vs. AR/MR Headsets
Immersive technology consumer revenue by platform: 2017-2021
Billions of USD, worldwide
The Immersive Market
State of the XR Industry, VRX EU © 2018 SuperData Research Holdings, Inc. All rights reserved. @stephinaners | @VR_Intelligence | #VRX2018

21. State of the XR Industry, VRX EU | © 2018 SuperData Research Holdings, Inc. All rights reserved.
From a small seed a
mighty trunk may grow.
21
-Aeschylus
Stephanie@superdataresearch.com
@stephinaners | @VR_Intelligence | #VRX2018