To make it possible to easily perform setting of virtual viewpoint information relating to playback of a virtual viewpoint image. A key frame is generated in which parameters representing a position of a virtual viewpoint and an orientation of the virtual viewpoint are associated with time in a period during which image capturing is performed by a plurality of imaging devices. Then, a playback direction of a plurality of key frames is determined. Then, based on the plurality of key frames and the playback direction, virtual viewpoint information representing transition of the virtual viewpoint is generated.