Author: Lucy

Imagination Technologies shows off new PowerVR chipsets.

The semiconductor company has recently previewed its new Wizard series of ray tracing graphics processing units (GPUs), which could eventually result in extremely realistic mobile gaming graphics.

A demonstration video showed what ray tracing technology can do when combined with traditional raster graphics.

The demo of Imagination’s PowerVR ray tracing technology revealed game graphics that had lifelike light reflections and refractions, shadows with high resolution, and glass and plastic materials with realistic translucency. Furthermore, this technology not only produces true-to-life graphics, but it does it at amazing speeds.

“These are the features that ray tracing can improve in terms of mobile gaming,” said Alexandru Voica, the PR specialist at Imagination Technologies. He went on to say that “We’ve taken the Unity 5 game engine and then we did all the work that was required to add ray tracing inside the game engine.”

According to Imagination, greater performance advancements are likely to result from real-world implementations because the GPUs can be incorporated right into SoC (system on a chip) designs. The company’s goal is to implement this technology into the GPUs of consumers, sooner rather than later.

The innovative graphics technology is suitable for mobile gaming.

Ray tracing is a technique used to create an image generated by the computer where the paths of single rays of light are calculated according to the materials that are encountered in the setting. Its effects are particularly clear when viewing a scene that is made up of intricate reflections. This is what allows the technology to produce lifelike graphics.

This method is not new and has been utilized in computer graphics for a long time. However, whereas traditional ray tracing needs substantial processing power, Imagination’s technology is much faster and is being used in real-time applications like video games.

The new Wizard GPUs that have been developed by Imagination Technologies reduce the memory and power needed for real-time ray tracing, which allows it to work for mobile games. The first of its Wizard series GPUs has 128 ALU (arithmetic logic unit) cores and 4 unified shading clusters that deliver as many as 300 million rays every second.

Apple has established a multi-year licensing deal with Imagination Technologies, which provides Apple access to the semiconductor firm’s extensive range of present and upcoming video IP cores and PowerVR graphics. This could prove very beneficial to Apple’s mobile gaming future.

A rise in mobile device usage could be good news for travel advertisers.

Based on the findings of a recent study that was conducted by Millennial Media, the leading independent audience platform in digital advertising, mobile commerce may be very promising for travel advertisers because more consumers are using their smartphone, tablets and other similar mobile gadgets for travel purposes, such as researching, booking trips and hotels, and engaging in other travel-related activities.

Mobile consumers are devoting more of their time to engaging in mobile activities using diverse devices.

Millennial Media’s Travel Report has found that this trend has resulted in an increase in the use of mobile in relation to travel. According to the study, of the total digital advertising spending in the travel sector, m-commerce sales are responsible for 12 percent of it and it is on the rise. According to eMarketer, by 2017 it is predicted that US travel mobile commerce sales will be $55.5 billion, which is a 247 percent increase from the $16 billion of last year.

The report, which is part of Millennial Media’s Mobile Intel Series, offers travel advertisers mobile insight and guidance. It provides an in-depth look at the major traveling trends that occurred across the globe throughout 2013. Specific focus was placed on how travel brands have utilized m-commerce to target and immerse consumers, as well as which brands are investing in advertising strategies that target travel and mobile markets.

The main travel mobile commerce audience is men between the ages of 25 and 44.

In addition to this finding, the study also said that consumers who used their mobile devices for research and booking travel used more than one gadget. Also, consumers are utilizing mobile for the different steps of the travel process, including researching their options, attractions and accommodations, as well as booking trips via their smartphone, tablet, etc. They also use their mobile during their travels to help them get around and even for writing reviews of their experiences once they are over.

According to the report, “Consumers expect a mobile-friendly experience when accessing travel content. Seamless integration across devices, such as saving account information, mobile boarding passes, and consolidated itineraries gives travellers the mobility they need to stay connected on the go, which in turn helps attract, engage, and retail loyal mobile travel consumers.”

To take advantage of the current trends, the report suggests that travel brands and advertisers need to invest in mobile commerce by growing their mobile sites, so they can offer users an engaging and mobile friendly experience.