Sony: 3D costs as low as 'half a percent' of overhead

Sony is easily one of the most vocal supporters of 3D content in the marketplace. Many of its upcoming first-party titles, including Resistance 3 and Uncharted 3, support stereoscopic 3D. However, with excitement for 3D movies waning, and adoption of 3D televisions still low, many have openly wondered: "is it worth it?"

Simon Benson, SCEE's senior development manager and 3D evangelist, obviously thinks so. He argues that the low amount of effort it takes to implement the technology makes it an easy choice. "It's not a significant overhead for us. It’s not like we have to justify being able to sell millions millions more games because of it, it’s just another feature of the game."

Speaking to GI.biz, Benson says that the cost of 3D on overall performance is rather low, especially if the game supports a split-screen mode:

What we’re talking about here is, in some cases we’ve had titles where 3D has been half a per cent of overhead. It can literally be the render programmer spending a couple of weeks manipulating it. Particularly if a game already has split screen in it, just take that mode of the game and reauthor it to deliver really high quality 3D. So often it’s the case of it doesn’t even hit the radar of whether we should or shouldn’t, it can just be done.

But isn't Benson concerned about the low adoption rates of 3DTVs? His inability to offer concrete sales figures of Sony's own 3DTVs should be some indication that 3D has, simply put, not caught on. That's no worry to Benson, who points to the future. "I think what probably going to happen over time is it’ll be the case like now, if you try and go out and buy an standard definition TV you probably just wouldn’t be able to."

Sony plans on releasing a PlayStation-branded 3DTV, a first for the company, later this year.

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Take a dim view of 3D in smartphones

3D is the latest feature to be crammed in the increasingly Swiss Army-knife-like smartphone. Like with televisions, the

feature is getting aggressive marketing support. But despite the marketing campaigns, the feature has been little more than a

gimmick. And like 3D televisions, there's been tepid interest.

"3D is just one of an onslaught of features that end up on a phone even if people don't ask for it," said Maribel Lopez, an

analyst at Lopez Research.

HTC, with the Evo 3D, was the first to sell a 3D phone, and carrier partner Sprint Nextel has been pushing the feature hard in

recent commercials. Not to be outdone, LG is looking to drum up some interest in its own 3D phone, which AT&T will sell in the

next few weeks for $99.99 with a two-year contract.

Later today, LG will hold a concert featuring rock band Jane's Addiction to promote the phone. The hook: a number of concert-

goers will be using a Thrill to tape the concert in 3D, with the footage getting sliced and patched together to create a

user-generated 3D video. LG bills it as the "world's first 3D user-generated concert."

Next month, it plans a 3D gaming tournament with mobile-game maker Gameloft and the 3D version of its N.O.V.A. shooter.

It's unclear whether all that hype will translate into sales.

Smartphones have one advantage over televisions in that their smaller screens mean you can look at the phone without glasses

and still see the 3D effect. The expensive glasses are one of the barriers to people widely adopting these televisions.

The feature, however, has yielded mixed results. In my review of the Evo 3D, I noted that while some people saw the effect,

others were turned off by it. Gizmodo said the Evo 3D "is the first phone to ever literally hurt my face."

"I can't see anybody getting excited about 3D as the thing that gets them to buy a phone," Lopez said.

For LG, the Thrill means more than just getting in early on the 3D craze. The smartphone is expected to get a decent push from

AT&T, something the handset manufacturer hasn't enjoyed recently with its other phones. The company's strategy was unfocused

last year, resulting in further gains by rivals such as Samsung Electronics and HTC. But this year, LG has gotten together a

decent lineup at all of the carriers, including the Revolution at Verizon and the G2x at T-Mobile USA.

Like HTC, LG has said it is aiming to sell a solid smartphone first, with the 3D capability coming in second. While the Evo 3D

has a physical switch you can toggle to turn off the 3D capability, the Thrill has its own 3D zone within the phone to keep

the 3D and 2D parts separate.

While analysts believe the 3D feature will be more attractive down the line--particularly with sports and video games--some

suggest focusing on improving more basic features. Hugues de la Vergne, an analyst at Gartner, says the manufacturers should

work on higher-resolution displays and better power management.

Samsung, for instance, has stood out by continually improving its Amoled screen technology, which is able to display more

vibrant color while staying power efficient.

"The old phrase a picture is worth a thousand words tends to work well in retail sales," de la Vergne said.

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