Universität Leipzig Wirtschaftswissenschaftliche Fakultät Institut für Wirtschaftsinformatik Professur Informationsmanagement Studiengang „Mobile Marketing“ (M. Sc.) 2013/2015 an der Leipzig School of Media Master Thesis zum Thema Immersion und Interaktion in Virtual Reality Anwendungen Betreuender Hochschullehrer: Prof. Dr. Bogdan Franczyk Betreuender Dozent: Dr.-Ing. Jörg Niesenhaus Zweitprüfer: Stefan Stumpp, M. A. Bearbeiter: Christian Kaulich Am Gemeindehaus 12 44225 Dortmund 4. Semester Eingereicht am: 30. September 2015 Gliederung I Gliederung Gliederung ............................................................................................................................ I Abbildungsverzeichnis ...................................................................................................... IV Tabellenverzeichnis .......................................................................................................... VII Abkürzungsverzeichnis .................................................................................................... IX Einleitung .............................................................................................................................. 1 1 Definition von Virtual Reality (VR) ........................................................................... 3 2 Die Anfänge von Virtual Reality ................................................................................ 5 3 Immersion ..................................................................................................................... 8 4 Abgrenzung von Augmented Reality zu VR ........................................................... 12 5 VR Technologie .......................................................................................................... 13 5.1 Produkte, Prototypen und Entwicklungstreiber ....................................................... 15 5.1.1 Oculus VR ................................................................................................................................. 16 5.1.2 VR Headsets mit integriertem Display (Beispiele) ................................................................... 17 5.1.3 VR Headsets mit Smartphone als Display ................................................................................ 21 5.1.4 Schnittstelle zwischen AR und VR: Microsoft HoloLens ........................................................ 23 6 Input in VR ................................................................................................................. 25 6.1.1 Head-Tracking .......................................................................................................................... 25 6.1.2 Positional Tracking ................................................................................................................... 27 6.1.3 Eye Tracking ............................................................................................................................. 28 6.1.4 Input über Spracherkennung ..................................................................................................... 29 6.1.5 Input mit VR Peripherie - Beispiele .......................................................................................... 29 7 Analyse von Apps zur Bestimmung von Interaktionen und Immersionsfaktoren in VR ........................................................................................................................... 38 7.1 Vorgehen .................................................................................................................. 38 7.2 Kategorisierung von VR Apps ................................................................................. 39 7.3 Bestimmung von Hardware-unabhängigen Immersionsfaktoren und Interaktionsmöglichkeiten ................................................................................................ 39 8 Bestimmung des Immersionsgrades von VR Apps ................................................. 48 8.1 Bewertung der Kriterien .......................................................................................... 49 8.1.1 Gruppe 1: VR Basics ................................................................................................................ 49 8.1.2 Gruppe 2: Input ......................................................................................................................... 49 8.1.3 Gruppe 3: Feedback .................................................................................................................. 50 8.1.4 Gruppe 4: Bewegung ................................................................................................................ 51 Gliederung II 8.1.5 Gruppe 5: Storytelling ............................................................................................................... 52 8.1.6 Gruppe 6: Interaktivität ............................................................................................................. 52 8.1.7 Gruppe 7: Guides ...................................................................................................................... 53 8.1.8 Gruppe 8: Google VR Guidelines ............................................................................................. 53 8.2 Zusammenfassung und Erkenntnisse ....................................................................... 54 8.2.1 Marketing .................................................................................................................................. 56 8.2.2 Games ....................................................................................................................................... 58 8.2.3 Media - Entertainment .............................................................................................................. 60 8.2.4 Simulation ................................................................................................................................. 62 8.2.5 Education .................................................................................................................................. 64 8.3 Ergebnis: Immersionsgrad von VR Apps ................................................................ 66 9 Anwendungsszenarien von Virtual Reality ............................................................. 70 9.1 C2C .......................................................................................................................... 70 9.1.1 Social Media ............................................................................................................................. 70 9.1.2 Kunst ......................................................................................................................................... 70 9.2 B2A .......................................................................................................................... 71 9.2.1 Medizin ..................................................................................................................................... 71 9.2.2 Bildung ...................................................................................................................................... 73 9.2.3 Forschung und Wissenschaft .................................................................................................... 75 9.2.4 Militär ....................................................................................................................................... 76 9.3 B2C .......................................................................................................................... 76 9.3.1 Gaming ...................................................................................................................................... 76 9.3.2 Media ........................................................................................................................................ 77 9.3.3 Travel ........................................................................................................................................ 78 9.3.4 Journalismus ............................................................................................................................. 79 9.3.5 Pornografie ................................................................................................................................ 79 9.4 B2B .......................................................................................................................... 80 9.4.1 Simulation ................................................................................................................................. 80 9.4.2 Research and Development ....................................................................................................... 81 9.4.3 Marketing .................................................................................................................................. 81 10 Fazit und Ausblick ..................................................................................................... 83 11 Anhang 1 – Testzusammenfassungen VR Apps ...................................................... 85 11.1 Battle for Avengers Tower ....................................................................................... 85 11.2 VR Karts .................................................................................................................. 86 Gliederung III 11.3 Omega Agent ..........................................................................................................