VR could be console gaming’s ticket into China

For years, I’ve been saying that China’s game console market isn’t going to amount to much. And for the two years since China’s console ban was lifted, I have been right. But console fans, don’t despair: there may be a savior waiting in the wings. Its name? Virtual reality.

While China hasn’t exactly embraced console gaming, China’s gamers and mobile phone users have already shown quite a bit of interest in VR. Basic mobile VR headsets like this one are vastly outselling game consoles on China’s ecommerce platforms despite a relative lack of high-quality VR content to enjoy them with.

But mobile VR isn’t the truly immersive experience we all know virtual reality can offer. Right now, getting that kind of immersion costs money, and a lot of it. After picking up an HTC Vive or an Oculus Rift, a VR-capable PC, and controllers, you’ve likely already spent north of US$2,000 before buying a single game.

And that’s where consoles come in.

The HTC Vive: immersive as hell, but also expensive as hell.

Obviously, there will be internet cafes and arcades that offer high-end VR experiences. But for those who want a top-quality VR experience in their home, going with a game console and VR headset is a far cheaper option. Even with China’s inflated prices (thanks, import duties), buying a Playstation 4 with a VR headset, camera, and two controllers still only costs around US$1,000. That’s not cheap, but if you want a high-end home VR experience, it’s the cheapest option by a long shot.

For VR to really catch on anywhere, it needs a killer app

Clearly, Sony is already betting that Chinese VR enthusiasts are going to go for it. The company has already announced that China is getting the PSVR on day one, and that China will get 20+ VR games by the end of the year. Sure, it’s not the 50 that will be available elsewhere, but in China’s harsh regulatory environment, getting the headset ready for a day-one launch and getting 20 games past the Ministry of Culture must have required no small commitment of time and effort on Sony’s part. The company seems to be betting that in China, VR could be the dealbreaker that finally opens up the console market a bit.

Frankly, I’m inclined to agree. The PSVR being a huge commercial success is far from a sure thing – US$1,000 is still an awful lot of money, even to most Chinese white-collar workers – but it’s definitely the most promising avenue console makers can look towards, especially after two years of open console sales has failed to move the needle much on its own. Sony hasn’t really been able to sell Playstations to China on the back of games like Uncharted – China’s gamers have never been too interested in that sort of game anyway. But China has shown a lot of interest in VR games and experiences, so the right sort of VR software might really make a splash.

That’s always the caveat, of course – for VR to really catch on anywhere, it needs a killer app. That one game or experience so good that your friends are all saying you just have to try it. So far, no VR platform really has that. But if Sony can bring one to the PSVR, it could finally have a hit on its hands in China.