VR industry leaders create association

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"While seeking to educate consumers, governments, and industry about VR's potential, the association wants to get ahead of challenges with developing and deploying the technology responsibly". The association's members will develop and share best practices, conduct research, and bring the global VR community together as the technology progresses.

"This group believes in VR's vast global potential and the opportunities ahead - it will change the landscape of education, training, healthcare, and design, among many other areas", says the association on its new website. "Samsung is pleased to join the GVRA and to work with other industry leaders to promote responsible development and adoption of VR globally".

There are some notable companies missing from GVRA's members list.

Microsoft is also gearing up for the full launch of its HoloLens AR headset, though an exact date is yet to be announced.

What many in the VR community have been thirsting for is some unification of standards in terms of software and hardware. By 2020, VR is expected to become a $120 billion industry. HTC's Vive is among the best VR HMDs available today, Oculus helped kickstart VR's rise in popularity over the last few years, and Google pushed VR to reach more people with cheap platforms like Cardboard and Daydream. Working groups will be organized around important topics for the industry, enabling us to produce relevant research and guidance.

As companies head out with their individual VR platforms, most recently Google with Daydream, there really isn't a set of standards for virtual reality games and applications, which is a pressing matter considering the rapid growth of the platform.

Tom's Hardware contacted Sony and GVRA for clarification on the company's role in the group. The powers that be think there's money to be made, and that means they're willing to work together (at least to some degree) in pursuit of it.

It's still early days fort the virtual reality industry and the high prices of the first VR headsets on the market (the PlayStation VR starts at US$399 and the HTC Vive sells for US$799) could prove a brake on sales, even in the holiday period.

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