"Content is king"
"The name of the game is the game"
Everyone knows new products need new content. From television to smartphones to video games it doesn't matter if you build the best technology, you need the best content to go along with it. Neal Stephenson, Magic Leaps "Chief Futurist", has set up a content studio in his home town of Seattle, Washington to help solve this problem for Magic Leap. Stephenson is, of course, a highly acclaimed science fiction writers but he also has some experience in generating digital content. In an unfortunately failed kickstarter project, Stephenson tried to produce a sword fighting video game called Clang. While the project ultimately failed, the lessons learned in the course of development will be good experience for Stephenson in this endeavour.
This studio along with many other around the world, such as Weta Workshops in New Zealand and ILMxLab in California, imply that magic leap is taking on the content challenge head on. They might even have more studios working on content then they do technology. This is quite a departure from the other major tech companies who typically build the hardware and software while allowing independent studios to fill in the content holes.
I find this both encouraging and worrying. The ambitions of Magic Leap are already higher than any start-up, perhaps ever. Is the building of content going to be a further distraction for building the next generation computing platform? or is this level of integration just a deeper dive in to Apples successful strategy? We'll find out soon enough.