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By that, I mean simply not just game makers. VR has created new categories of creators for us to talk with.

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There are problems to solve in authoring - how do you actually make things in VR versus how you make things in a traditional 2D Windows environment on your desktop? WeвЂ™ve invested in discovering and experimenting new ways to author - actually putting the creator in the VR space that theyвЂ™re making, so that they can develop from within rather from without, which would lead to missing things. In terms of it changing what we do, it has introduced a number of new problems for us to solve. ItвЂ™s also a very different medium for a variety of reasons. VR is another avenue for creators to express their creativity. Has VR changed the way that Unity does business?

It had a big impact at GDC, E3, and even Comic-Con. These three principles drive the decisions we make on a short-term operational basis and a long-term strategic basis.Дў016 has been tremendous for VR. We offer vast services that go beyond the creative tool. What about ways to work better with partners and developers who you want integrated into the live portion of the lifecycle? We offer Unity Collaborate to allow you to do that. What about creating new revenue streams, so that you can get off and running with revenue quickly? We created Unity Ads to do that. What weвЂ™ve recognized is that, yes, we can build a creativity tool and a production tool, but what about the rest of the lifecycle after that production process? What about how your piece of creativity is fairing in the marketplace? We offer an analytics solution to help enable success. You can make the best creative tool in the world and people can make great things with it, but if those people canвЂ™t be successful - as measured by commercial success - then very soon theyвЂ™re going to move away from being creators and find something else to do with their time. The third principle is to enable success. We want to look over the horizon and start solving those problems - both technically and from a creative standpoint - before they even happen. How do I remove the obstacles so that I can do that?вЂќ VR and AR introduce a set of problems that have yet to be discovered by creators. вЂњHow do I do this?вЂќ вЂњI want to realize this vision. That complexity matrix - 1.5 million modified by 25 - means that there are a lot of problems that developers encounter in their creativity on a daily basis. We understand that our tools are used by a complex set of developers - about 1.5-million developers on an active basis out of 6.5-million registered, across 25 different platforms. The second principle is to solve hard problems. The rationale behind that is that we believe that there is a huge amount of creators in the world and we want to empower their creativity with our tools.

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Nothing speaks more towards the democratization principle than the fact that you can download and use Unity for free, and I think thatвЂ™s something weвЂ™ll do forever. That means we try to put the most powerful tools we can offer into the hands of the largest amount of creators, as easily as possible. Our foundation consists of three principles.

For developers that havenвЂ™t worked with Unity, what are those principles? You recently said youвЂ™d rather have Unity Technologies stick to its principles rather than react to what the competition is doing. Europe in Barcelona speaking on вЂњVR and the Next Generation of Immersive ExperiencesвЂќ where he will be presenting his views on the quickly evolving VR space and the drive to create more immersive gaming experiences. He also gives an invaluable pro-tip to aspiring Pokemon Go players.Дownie will be at D.I.C.E.

In the conversation below, he discusses the three principles that guide Unity, the challenges Unity partners have faced with the advent of AR and VR, and how those new forms of development have evolved the companyвЂ™s approach. Unity Technologies chief marketing officer Clive Downie is responsible for global strategies and tactics in customer marketing, product marketing, and ecommerce.