This year, the original developers of the game Gears of War have made their proprietary rendering software Unreal Engine 4 free to architects, and many other video game render engines are available for less than the cost of those used by architects. The lines across industries are blurring and companies behind the rendering engines for the most popular video games are now marketing their software directly to architects. But with technology constantly evolving, we may face a new wave of visualization techniques, as the same render engines used to produce the tantalizingly realistic visuals in movies and video games are, for the first time, easily within our reach. Architects have become enamored with beautiful renderings because clients understand pictures better than plans, and yet, the tools used to produce these glitzy images are changing faster than our industry can keep up. Whether we like it or not, stylized imagery is seen as a commodity, and ultimately, renderings win competitions and commissions. In recent years, we've reached a point where visualizations have become all-prevalent in the architectural profession.
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