Video game companies are trying to change gaming’s image and perceptions regarding who plays as part of a plan to convince Madison Avenue that games are a serious advertising vehicle. Some 700 ad execs attended the first annual IAB PlayFronts, April 5 in New York, to hear pitches by Meta, Twitch, Activision Blizzard, Unity, Riot and more. Meanwhile, companies including Comcast’s NBCUniversal and HTC are working on technology to put advertising into cloud-based and streaming video games. Elefund and DIP Capital are among those investing in insertion technology that puts brands directly into the gameplay. Continue reading Video Games Are Becoming a Hot New Advertising Platform

Microsoft has begun laying the groundwork to gain regulatory approval for its $68 billion Activision Blizzard bid, assuring D.C. decision-makers the purchase will not improperly advantage its own platforms and services. In an effort at transparency, Microsoft CEO Satya Nadella and president Brad Smith say they’re “sharing where we’re going with members of Congress” and meeting with think tank representatives to compile a best-practices road map to ensure lawmakers and stakeholders the deal presents no threat. Microsoft says it wants Activision’s IP not to dominate existing markets but to help stake its claim in the emerging metaverse. Continue reading Microsoft Takes Its Case for Activision Purchase to Capitol Hill

Sony raised the curtain on its smart car efforts at CES 2022, where CEO Kenichiro Yoshida announced the company will this spring “commercially launch” Sony Mobility, to “redefine” the automotive experience. Yoshida — who managed to upstage “Spider-Man: No Way Home” star Tom Holland at Sony’s CES podium — wheeled out a new SUV prototype for its Vision-S EV model. The first Vision-S was introduced at CES 2020. The presentation also featured Sony’s virtual production tools, specs and features of an upcoming VR headset for the PS5, and new alliances between video game properties, sports and other entertainment media. Continue reading CES: Sony Showcases Mobility Future, VR2 for PS5 Features

In VentureBeat, The Khronos Group president Neil Trevett and Sensics CEO Yuval Boger list four myths that are standing in the way of VR standards and more rapid market growth — “Myth 1: It’s too early for standards,” “Myth 2: Standards stifle innovation,” “Myth 3: Consumers won’t be impacted” and “Myth 4: There are too many cooks developing standards.” Trevett and Boger counter all four and note that The Khronos Group and IEEE are leading efforts to develop VR standards. The ETC’s VR/AR Initiative program lead, Phil Lelyveld, says that despite outreach efforts to the creative community by those organizations, active contributors are predominantly hardware and tool developers and technologists. Continue reading Addressing the Myths That Impact Creation of VR Standards