Stuart Duncan Discusses Icejam’s ‘Playable Data’ Plan

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Icejam wants to make big waves in the mobile community, starting with its newest initiative. It recently raised $3 million in an effort to back its Playable Data platform, promising it would be just as vital a “transformative technology” as virtual and augmented reality.

To get better clarity on just what Playable Data will bring to gaming, [a]listdaily sat down with founder and CEO Stuart Duncan, who previously worked with the likes of Bight Games and EA Mobile Studios before starting fresh with Icejam.

“Playable Data is our Big-Data collection and processing environment that enables us to integrate real-time, real-world data streams into our games to really enhance gameplay,” said Duncan. “Data streams, for example, can be collected from a wide variety of global, local or personal sources (e.g. devices and wearables) and interjected throughout our games providing personalized context and a constantly changing game environment. Are games that use our platform more fun? We think so.”

But how exactly does this into gameplay sessions? “Playable Data provides a dynamic, living, breathing situational context that the game designer can draw on to interact with players.

“Our platform utilizes big data to solve the notification problem for example,” Duncan continued. “There is a tendency for mobile games to deliver too many notifications to the point where players begin disabling or ignoring them. Constant notifications can become an annoyance to players. Instead of players being prompted to interact with their game through notifications, the real world can provide players with cues to open their game based on what is going on around them. Thus live real world events become entangled with the game play itself – prompting users to engage and take advantage of the situations that arise in the game based on the real-world data feeds. It’s really quite cool.

“We built a Playable Data platform that is independent of the game client and communicates with it. The platform gathers local, global and personal player data in turn making it available to the game designer to use as triggers in the gameplay.”

The team isn’t in any rush to get it to market, though. “Like all other high quality game publishers, we will only bring the game to market when it’s ready. We are working towards our soft launch to begin in the spring with the global launch to follow when we know we have it tuned just right,” Duncan explained.

“Our platform has progressed to the point where we’ve taken a seed investment from Build Ventures. They are investing in our technology and the exceptional team we’ve assembled to bring it to life. Their recent $3M investment will allow us to continue to expand our team across a variety of disciplines, including marketing and product development, enabling us to further advance our platform and deliver our first game to market.”

As for the mobile gaming market in itself, Duncan simply concluded, “Everyone talks about the high cost of user acquisition and only those with bundles of cash being able to survive. I think they have taken their eye off the ball. While others look to consolidation and ever bigger marketing spends, we believe that this trend toward consolidation has everyone forgetting why we are all here. That is to engineer amazing new ways to have fun with mobile games. That’s what the players want, that’s what investors are looking for and that’s where we come in…creating new ways to engage players. We believe that F2P mobile games can be better, and while others are focused on consolidation – we are focused on making games more engaging and fun to play in ways none of us have ever seen before.

“F2P needs innovation and Icejam has been attracting attention due to its visionary approach to integrating real-world data into the free-to-play mobile game experience.”

Google Ready To Evolve VR Beyond Cardboard

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With virtual reality set to make big bucks this year, competitors like the PlayStation VR, Oculus Rift and HTC Vive are preparing for a big launch onto the market. However, Google has already seen modest success, having introduced an effective, affordable alternative with its Cardboard model. That isn’t stopping the company from trying something new, though.

FT.com reports that Google currently has a new virtual reality headset in the works, set to operate with a number of Android-compliant smartphones. According to the report, the evolution to the Cardboard model will feature better sensors and lenses, along with a better casing for more convenient wear. It’s said to have a lot in common with the Gear VR, and considering its accessibility to the VR market, it should be fairly easy to adapt to.

Google is also rumored to be preparing new Android VR technology that works specifically with it, and device the design will still allow users to conveniently slide their mobile phone device into it for use, rather than having to make adjustments for a pre-set display.

Not much is known about the new software at the moment, but Google appears to be building it from the ground up to work specifically with the Android smartphone operating system itself, instead of the traditional app that Cardboard currently uses.

Cardboard’s successor has been hinted at for a while now, with Google’s chief executive Sundar Pichai stating that it was “just the first step” in its virtual reality business last week. “Beyond these early efforts, you’ll see a lot more from us and our partners in 2016.”

Now it’s just a matter of seeing whether this new headset will be as embraced as Cardboard has become. There’s no doubt the cost will be a little bit higher, especially with the utilization of new technology, but the experience could be worth it to some, especially those who can’t spend hundreds of dollars on a virtual reality experience.

We’ll see what the virtual future holds for Google in just a few months’ time.

VR and AR in 2016: The Market Develops

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One of the most heated areas of interest in 2016 for the games industry, indeed for the entire technology sector, is the imminent arrival of Virtual Reality (VR) and Augmented Reality (AR). After several years of hype, development kits, glimpses of technology and demos, the hardware will finally arrive for consumers – and soon. Oculus has been taking orders for the Rift, with shipments beginning in March. HTC’s Vive, created with Valve, will also begin shipping in a few months; pre-orders are beginning February 29th. Sony’s PlayStation VR is also coming by the summertime.

That’s just the beginning; the next wave of hardware will be for Augmented Reality (AR), but that’s further away. Microsoft will begin releasing development kits for its HoloLens AR headset, and Google is rumored to have Google Glass 2.0 coming soon to some businesses for testing. CastAR’s low-cost AR will be in developer hands later this year if all goes well, and the mysterious Magic Leap has taken a huge stride forward by raising an additional $793.5 million in capital, bringing its total capital raised to $1.4 billion. “Here at Magic Leap we are creating a new world where digital and physical realities seamlessly blend together to enable amazing new experiences. This investment will accelerate bringing our new Mixed Reality Lightfield experience to everyone,” said Rony Abovitz, Founder, President, and CEO of Magic Leap, Inc. in a statement.

All of this means we should see three different major VR systems available for purchase by the summertime, and AR hardware should begin to be available perhaps as early as the end of this year. That sounds like a market opportunity – but how big is it? “The worldwide market for VR gaming will reach $5.1 billion in revenue in 2016E with an install base of 38.9 million consumers,” said SuperData Research in its recent VR Market brief. That’s coming as a result of over $6 billion invested in AR and VR companies between 2012 and 2015.

Let’s not get too excited, though. The potential profit for both hardware and software is not as big as it might seem, at least not right away. Oculus has already admitted that while it’s selling the Rift for $599, it won’t be making a profit on that right away. While Vive and Sony haven’t yet announced pricing for their VR hardware, it’s not likely to have large margins either because of the need to create an installed base so that the far more profitable software can be sold. So both Vive and Sony will be trying to keep the prices of their hardware as low as they can, but they are still likely to be in the same price neighborhood as the Oculus Rift.

Those prices will keep the unit numbers down for a while, and SuperData’s research indicates that what they call mobile VR will capture the largest installed base in 2016, with 71% of the market. The big market opportunity for 2016 is going to be with smartphones. Yes, Oculus and Vive and Sony are all attracting plenty of attention and will begin selling hardware in the next few months. While Oculus is looking to sell 5 million Rifts this year, SuperData projects that Mobile VR will reach 27 million units in 2016.

Devices like Google Cardboard and Samsung’s Gear VR, and competitors like MergeVR with its $99 headset that works with iOS or Android phones. At the low end we have Google Cardboard, which is so inexpensive that in many cases it’s been given away for free. Or with templates you can download for free and a little quality time with a utility knife and some cardboard, you can make your own. The Gear VR is $99, as is MergeVR, and no doubt we’ll see other low-cost units where you can slip in a smartphone and try out some VR experiences.

Yes, that mobile VR is nowhere near the immersion of the high-end VR hardware. But the hope is that the experience is compelling enough to get people motivated to spend the money on the high-end devices.

SuperData’s VR Gaming Market Brief projects $5.1 billion in revenue for 2016, but how much of that is in hardware rather than software? Probably vast majority… and given that Oculus at least is selling the hardware with little to no profit, according to Palmer Luckey’s statements, it doesn’t seem like there’s going to be much profit in this business in 2016. That looks to me like a very risky market for a small studio to enter. And with big publishers generally avoiding VR titles for now, that would also seem like an indication that profits are unlikely in the next year or two. Shouldn’t that concern companies looking to enter the VR market?

SuperData VR forecast

“Absolutely,” says SuperData CEO Joost van Dreunen. “The risk on an unproven market is enormous. But, it comes with the potential of great reward, namely, the opportunity to not just be a fast-mover, but to develop the application that defines a medium or a technology. Companies currently developing for Oculus or PSVR are wagering they’ll become the Angry Birds of VR.”

That’s a tall order, but van Dreunen believes the enthusiasm and investment in VR is evidence that the market is going to develop over time. “What’s unique about this hardware release is that everyone is so keenly aware of it,” van Dreunen noted. “I recall that around the launch of the iPhone there were skeptics than believers. For VR that is quite the opposite, fueling an already inflated sense of optimism.”

The market’s development this year is a critical period. According to SuperData’s count there are some 829 VR games under development right now, a stunning number. Yet, at the same time, it’s not at all clear what the business models will be for these games. Will we see $50 or $60 VR games? Will they be free-to-play with virtual goods? Or will there be some mix of different business models? No one knows yet, and certainly the first few VR games will be taking some chances no matter how they decided to earn money for their efforts.

This no doubt explains why the biggest game publishers like Activision and Electronic Arts aren’t leaping into the VR market just yet, instead keeping a close eye on it and experimenting with the hardware internally. Sony is the one exception here, as with their PlayStation VR headset they are funding a good amount of VR game development. Sony certainly knows that great software is needed to sell hardware.

Many of the answers to these questions will emerge over the next few months, and we can expect the E3 show to contain a great deal more information on the VR market. All of the major hardware will be in place and eager to set the stage for a big holiday selling season. The E3 show should see retail and marketing plans detailed, along with key launch titles for all of the VR hardware. There will also be some knowledge of the initial acceptance of VR hardware, as we’ll have some months of sales to look at along with plenty of game reviews and social media buzz.

The Growing List of Brands Tackling Super Bowl 50 Through TV Ads

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Last year’s Super Bowl ad game was on fleek. Between unique promotions like Bud Light’s life-sized Pac-Man game and a number of mobile companies advertising their wares – including Supercell’s Clash of Clans – brands proved to be clutch just like Peyton Manning. While the Broncos and Panthers prepare to go head-to-head for the coveted Trophy, we’ll be tracking the advertisers chasing elusive eyeballs and dollars all the way to kick-off time.

For Super Bowl 50 in February, companies will again bring their A-game. With ads both broadcasting on TV and streaming online simultaneously, CBS expects major exposure from its audience, and they’re charging accordingly for commercials. A 30-second ad spot for the big game is going for $5 million a pop – and, according to CBS president Les Moonves, spots have almost sold out, indicating that companies aren’t shying away from reaching a record breaking audience. Last year, the game was the most watched show in U.S. TV history.

Though some companies still have yet to be revealed – and others like GoDaddy have already bowed out – we do have a rough idea of some that will be taking part in the yearly proceedings. Of course, there are some obvious ones that will make a return, like Bud Light and CBS, hawking its own programming. But here are some that might surprise you:

Outdoor Apparel

The makers of outdoor gear want to bring things back to nature for the Super Bowl, and have introduced a new teaser with a different kind of mascot to advertise its apparel – a marmot.

The video below, with more to follow before the Super Bowl, highlights how this “marshmallow-eating, fetchingly clad” animal will become the focus for a new campaign for Outdoor Apparel.

CBS

Since the channel is airing the Super Bowl, it’s expected that CBS will have plenty of ads that point to its own programming, including hit shows like Big Bang Theory and others. However, for the first time ever, people will be able to view it online, ads and all.

That means there could be a good chance we’ll see some sort of push for the company’s CBS All Access app as well, although the channel has yet to confirm its plans. It did note, however, that a special episode of The Late Show Starring Stephen Colbert would air immediately following the game.

Snapchat

Even though it won’t necessarily air an advertisement during the Super Bowl, Snapchat will still take part in the Big Game with a campaign featuring a number of advertisers, promoting their goods through the company’s app. These sponsors include Marriott, Budweiser, Pepsi and Amazon, with video ads that are more than likely set to coincide with its previously announced Super Bowl ads.

Wal-Mart

The popular retailer will make a different sort of impact with its Super Bowl advertising, catering more to female fans of the NFL with a two-ad set-up that will focus on mothers. It will also launch a social campaign that ties in with the hashtag #GameDayTraditions, with “football mom” Mama McCourty front and center, as demonstrated in the video clip below.

Apartments.com

Actor Jeff Goldblum, who will star in the upcoming Independence Day sequel, has made a hit out of his Apartments.com character, hawking the popular website as a specialist of sorts. He’ll return in a new Super Bowl ad for the company, in a 60-second ad that’s meant to bump up awareness for the site.

Buick

The new Cascada convertible will be the key focus for Buick’s elaborate Super Bowl advertising, which features a 30-second spot starring New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski. More ads will follow later in the year, focusing on the company’s forthcoming models, the LaCrosse sedan and the Envision compact crossover. For now, though, everything’s coming up Cascada.

Amazon

Amazon has recently announced its Super Bowl plans, and they surround actor Alec Baldwin. In a campaign being dubbed “#BaldwinBowl,” the ads will focus on Baldwin (alongside former Miami Dolphins quarterback Dan Marino) as they attempt to figure out plans for a sporting event…with the help of Amazon’s own Alexa speaker.

The first teaser for the campaign is here:

Mini USA

The makers of the Mini line will have a star-studded ad ready to go for the Super Bowl, featuring no less than six celebrities showing off their favorite mini vehicles. These include tennis superstar Serena Williams, rapper T-Pain, former major league pitcher Randy Johnson, skateboarder Tony Hawk, actor Harvey Keitel and retired soccer player Abby Wambach.

“Either they’ve driven in the car in the past, own the cars currently or have some sort of relationship,” said Tom Noble, department head of Mini brand communications, about the stars’ connection with their vehicles.

To tie in with the ad, Mini will roll out a number of online videos, featuring the stars talking about how they prefer to define themselves, doing away with labels. Those videos have started posting online this morning, and can be found here.

Fiat

Chrysler’s Fiat line will once again produce an ad for the Super Bowl, though it hasn’t been determined just yet how long it will be, or what the company has in mind. Judging by previous commercials, however, fans of the automaker should be in for a treat.

Anheuser Busch

As expected, the beer titan will return with a number of new ads during the Super Bowl, including ones specifically for Bud Light, Budweiser, Shock Top and Michelob Ultra. It appears that the company has already signed on comedians Amy Schumer and Seth Rogen for an incoming set of ads for its Bud brands that will begin during the big game.

In addition, the company has a “serious” new ad that continues to rebel against craft beer manufacturers, similar in nature to an ad it ran last year.

 

Buick

The car manufacturer sat last year’s game out, but will return with a new 30-second spot that will focus on its new Cascada convertible.

“Super Bowl 50 represents a perfect opportunity for us to showcase our newest vehicles to a global audience of millions of consumers,” Buick said in a statement.

Toyota

The car manufacturer will return to Super Bowl advertising for the fourth year in a row, with a new 90-second spot that will focus primarily on the Prius. The company’s ads last year fared well, including a commercial featuring Paralympic snowboarder Amy Purdy.

Pokemon

With the Pokemon franchise celebrating its 20th anniversary this year, The Pokemon Company has opted to set up a Super Bowl 50 ad to celebrate it.

It is meant to encourage fans to “Train On,” referring to the consistent battles that thePokemon games are known for. it recently made its online debut, and can be found below.

It’s going to be a big year for the franchise, between special Nintendo 3DS systems being released in February, three classic Pokemon games coming to digital download for 3DS handhelds, and Pokken Tournament, a new fighting game, launching for the Wii U this spring.

SunTrust Bank

Atlanta’s based bank chain will soon be ready to tackle the Super Bowl, as it has announced its intention to air a 30 second ad during the big game.

Instead of going with a fancy approach, the ad will stick with the basics, focusing on consumer encouragement and financial confidence. “We believe that financial stress is a significant social concern, one that merits national attention,” bank Chairman/CEO William H. Rogers Jr.  said in a written statement. “We’re investing in this ad because the Super Bowl is a unique and proven forum to launch a national conversation. We want to be the spark that motivates people to take action, and give them tools and access to information to move closer to financial confidence.”

Taco Bell

The popular restaurant chain will return to the Super Bowl with another 30-second spot, although it withheld details on what viewers can expect from it. However, it’s been promising its “biggest launch to date” with a number of recent events, so it could easily tie in with it.

“We aren’t revealing details of our spot until the big game, but we will have ways for our fans to engage with us in the weeks leading up to Super Bowl 50,” said Chris Brandt, chief concept and brand officer for Taco Bell. “This build up will pay off with one of the most exciting announcements from the Taco Bell brand to date.”

BMW

It’s been a few years since we’ve seen BMW’s Mini brand make an appearance in the Super Bowl, but it’ll come roaring back this year with a new 30-second ad during the third quarter.

The ad will feature various models from the Mini line-up, including the new Clubman wagon, and while no other details have been revealed, it should be just as innovative as the piece featuring Katie Couric and Bryant Gumble.

Doritos

Once again, the chip brand from Frito-Lay looks to “Crash the Super Bowl” with a trio of consumer-generated ads that have made the finals, and the winner will air during the game.

These ads have been a hit in the past, ranging from a man trying to save a seat on an airline with all kinds of excuses (only to settle for a beautiful woman – and her child) to a kid that actually turns his pet pig into a flying rocket.

The three finalists were selected from a pool of over 4,500 submissions across over 25 different countries, and fans will be able to flock to Doritos.com to vote for their favorite before the Super Bowl. The three finalists are below:

TurboTax

TurboTax is no stranger to Super Bowl advertising, and it’s going all out with this year’s game, with seven new 30-second spots airing during the big game.

The focus on the campaign will be “It doesn’t take a genius to do your taxes,” reminding consumers that using TurboTax software is less of a burden when it comes to adding up numbers and submitting forms.

“This year’s campaign is the next step in our multi-year journey to reposition the TurboTax brand and to build meaningful, emotional connections with consumers,” Greg Johnson, senior VP-marketing for Intuit’s Consumer Tax Group, said in a statement.

An example of what TurboTax has in mind with the campaign, featuring professor of theoretical physics Michio Kaku, can be found below.

Colgate

Instead of relying on a savvy campaign or a superstar to promote its product, will instead have a simple message: “save water.”

The 30 second spot will discuss how millions of gallons of water are wasted every year from people leaving water running while they brush their teeth. It’s a remake of a 60-second ad that originally aired in Latin America last year (see below), one that points out how four gallons of water are wasted daily amongst Americans. It’ll tie in with an #EveryDropCounts social campaign that’s set to kick off during the popular event.

Adidas

Even though Adidas’ specific Super Bowl plans haven’t been revealed yet, it’s picked up a major star to headline a football-related series that ties in with the big event. Turf’d Up – featuring rapper Snoop Dogg – discusses the sport with many guests, including ex-NFL players, celebrities and other sports personalities. The episodes will be available on Snoop’s WestFestTV YouTube channel.

“We have a long-standing relationship with Coach Snoop, which includes everything from working with him to design signature footwear, apparel and uniforms, to the sponsoring the SYFL – his grassroots football program,” said Mark Daniels, vice president of team sports for Adidas. “Turf’d Up is the natural extension of our partnership and provides the perfect platform to showcase Coach Snoop’s talent, his knowledge of the game and how Adidas Football is the only brand that fuses sports and culture.”

Honda

The vehicle company confirmed that it will have a Super Bowl spot to highlight its new Ridgeline pickup, a car that made its debut at the North American International Auto Show this year. The 60-second spot will highlight the performance of the vehicle, as part of a multiplatform campaign leading up to its availability. “Super Bowl 50 is the right time and the right venue to communicate Honda’s continued leadership in light trucks,” said Jeff Conrad, senior vice president and general manager for Honda’s motor division. “The multiplatform approach will enable Ridgeline to come out of the gate strong in 2016.”

LG

LG has just unveiled what its Super Bowl ad will focus on — a Man From the Future.

Liam Neeson, who appeared in last year’s well-received ad for Clash of Clans during the big game, will return as part of the company’s new #ManFromtheFuture campaign, which will tie in with its new television models. The teaser ad for this campaign is below.

Paypal

Each year, “rookie” advertisers try their luck on a Super Bowl ad, like uCool with its mobile game Heroes Charge. For this go-around, Paypal, the online currency handling company, will try its hand with a Super Bowl ad, though it hasn’t divulged details on what fans can expect from its commercial. Other first-timers are likely to join the advertising game as well for the game, but Paypal is easily the most noteworthy thus far.

Butterfinger

The popular candy bar is no stranger to great advertising, and for this year’s Super Bowl, it’s already begun hyping its #BolderThanBold campaign. With it, the company will host a special event that will be broadcast on Periscope live during the game, featuring professional sky-diver Carson Schram. It should no doubt have great reception, just like 2014’s Butterfinger Cups ad did.

Wix and Dreamworks

Last year, Wix.com scored a big win with its Super Bowl ad, featuring Brett Favre and other former NFL superstars trying their hand at new business ventures. For this year’s Super Bowl, however, the site-building company has teamed up with Dreamworks to help promote the forthcoming animated film Kung Fu Panda 3. The ad will feature characters Po and Mei Mei attempting to use Wix’s software platform to create websites. This promotion looks like a win-win for both companies, as Wix gains more superstar exposure, and Dreamworks hypes Kung Fu for its release right before the game, on January 29th. The trailer is below.

In addition, Wix has just released a teaser trailer for the potential Super Bowl ad, which can be seen below.

Weathertech

The car floor mat marketer has had two Super Bowl commercials with a “made in America” theme. It’ll be returning for a third go-around, with a 30-second spot that’s likely to follow a similar set-up.

Squarespace

Squarespace made an impactful debut on the Super Bowl advertising front in 2014, before continuing on with a much more subtle ad for 2015 featuring Jeff Bridges and his custom-made DreamingwithJeff.com website. We’re unsure what the company has planned for next year, but here’s hoping for a return of Jeff, man.

Snickers

Yes, the popular candy bar will be back for another go-around in the Super Bowl, but it’s going to take a lot to top last year’s, in which Danny “Machete” Trejo and Steve Buscemi appeared in a classic episode of The Brady Bunch.

Skittles

Considering that Mars is an official NFL sponsor, we should see another Skittles ad come around in time for the Super Bowl. Last year, the company scored big with its “Settle It” ad, featuring a number of strong-armed folks battling for supremacy via arm wrestling. This year, the company will turn to Aerosmith front man Steven Tyler, who posed the teaser image below from the forthcoming “Taste the Rainbow” campaign.

via GIPHY

Mountain Dew Kickstart (PepsiCo)

Considering that Pepsi is the sponsor of the Super Bowl halftime show featuring the band Coldplay this year, it shouldn’t be surprising to see at least a couple of superstar ads. The soda company announced its first Super Bowl Spot since 2000 will be for its line of Mountain Dew Kickstart beverages, which combine Mountain Dew with fruit juice a “kick” of caffeine. Not much else is revealed about the ad, other than it will be “a hilarious TV ad that combines fan-favorite ad elements and is guaranteed to have fans talking.”

If it’s anything like last year’s 90-second TV ad, it’s sure to people psyched thirsty for a Kickstart.

Kia

Kia has updated its Super Bowl plans – and smack dab in the middle of them is actor Christopher Walken, doing his thing in a new “Walken Closet” ad, which can be seen below. This follows his previous work with the company, where he narrates a pair of ads focusing on the company’s vehicles. The teaser for the ad can be found below.

Intuit

This company hosted a competition for small businesses, one that would offer ad time for a specific one during the Super Bowl. The winner should be featured in its latest 30-second ad.

Hyundai

Look for not one but two commercial from Hyundia this year, making this the seventh straight year it’s participated with the big game.

Coca-Cola

The soft drink manufacturer’s plans for advertising aren’t yet known, but with its string of popular ads from the previous years, it’s got something big up its sleeve for Super Bowl 50.

Avocados from Mexico

Yes, avocados have become more of a popular snack, thanks to a variety of ads featuring a number of stars hawking them. A new 30-second ad is in the works for Super Bowl 50, and is likely to feature a similar, humorous approach.

Acura

Acura hasn’t been in Super Bowl advertising since 2012, but it’s opting to come back full steam with a new spot that highlights one of its upcoming car models for 2016. No word yet on whether Jerry Seinfeld and Jay Leno, who appeared in the company’s ad a few years ago, will make a return.

More partners are likely to be announced in the weeks ahead, so be sure to check back to see who’s ready to tackle the big game.

Heinz 

Kraft Heinz’s last big Super Bowl spot was in 2014, and now it’s back with the whole family in a new 30-second television commercial. The #MeettheKetchups campaign, teased with a blurry image, will introduce the “great tasting family” to the whole ketchup loving world.

MeettheKetchups

In addition, YouTube has just launched its AdBlitz campaign, one that enables advertisers to stream its Super Bowl ads days before the big game. The site has been a big draw over the past seven years, and should see big attention from a number of advertisers once more, just in time for the “big game”.

Nintendo Solidifies Plans For ‘Miitomo’ on Mobile

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A lot of speculation surrounds Nintendo right now, particularly about its upcoming NX console. However, the company has cleared up at least one mystery, and that’s regarding its plans for Miitomo, the company’s debut game on mobile devices.

Nintendo confirmed today that the social experience will launch in North America for both iOS and Android this March. With it, users will be able to utilize Mii characters (similar to ones found on its Wii and Wii U consoles) in engaging with others through a comfortable environment. This includes starting up unique conversations and asking questions, such as “Do you believe in aliens?” or “If you saw a nose hair sticking out of your friend’s nose, what would you do?”

“Miitomo is a uniquely entertaining mobile experience that only Nintendo can deliver,” said Scott Moffitt, Nintendo of America’s Executive Vice President of Sales & Marketing. “Featuring Mii characters, users will be able to interact with their friends in an entirely new way that transforms communication into a form of play.”

This is a big social step for the team at Nintendo, whose previous online endeavors were limited to multiplayer sessions in games like Super Smash Bros. and Splatoon, but with very few communication features. Yet, that didn’t stop either of those games from becoming best-sellers for the Wii U.

Those interested in the program will be able to pre-register for it beginning on February 17th, using their email, social media accounts or current Nintendo Network ID’s. Those that do will be offered a special Miitomo bonus, though the company didn’t clarify what that will be. Word has it that it could be a special Mii character, but nothing has been confirmed.

That’s not the only way Nintendo hopes to reach out to its fanbase in March. Following the closure of its popular Club Nintendo last year, the company also announced that it would open a new program called My Nintendo, which “aims to become much more than a traditional rewards program,” according to the press release.

“It is a more comprehensive service that rewards users for interacting with Nintendo products and services in a variety of ways,” the release stated. It also noted thatMiitomo users with a Nintendo account would be able to take advantage of My Nintendo in a number of ways, in an effort to “enhance their experience.”

Aside from Miitomo, Nintendo reiterated that it still intends to release four more smart device applications by March 2017, and the second release is likely to feature a very familiar face.

For now, though, it’s all eyes on Miitomo.

Image source

2K Ready To Slam Into the World of ESports

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Activision has its Call of Duty World League; EA Sports announced a completely separate division that concentrates on competitive gaming; and both ESPN and TBS have expressed interest in more eSports-related coverage, with the second season of Heroes of the Dorm (aHeroes of the Storm collegiate competition) set to broadcast on ESPN 2. Now, Take Two is primed to slam-dunk its way into the action.

The publisher announced in a statement that it will launch a tournament featuring its massive basketball hit NBA 2K16. The top prize will be $250,000, and the event begins in mid-February, eventually leading to the finals in June, to coincide with the NBA Finals happening at the same time.

The competition will be broken into a sixteen-winner bracket, with events that run throughout the months, leading up to a single-elimination tournament starting May 21st.

“Our series has long inspired rivalry among gamers, and we’re looking forward to encouraging our fans to enjoy the thrill of competition on a larger scale,” said Alfie Brody, vice president of marketing for NBA 2K, regarding the tournament.

Although it’s just a small dip into the eSports world, this could eventually lead to bigger things for the company. 2K Sports also has a contract with World Wrestling Entertainment that will last several more years, making it the publisher of forthcoming WWE 2K games. As such, it could easily host similar tournaments during the company’s bigger events, such as Wrestlemania and Summerslam.

For that matter, eSports wouldn’t just have to be relegated to the sports titles. Other 2K IPs, like forthcoming fantasy-shooter Battleborn, could easily be brought into competitive gaming.

As it stands, NBA 2K will take focus, and Take Two should have no trouble driving this competition to the basket for an easy score.

Super Bowl Ad Spending At All Time High, But Worth It

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The Carolina Panthers and Denver Broncos will soon face-off in Santa Clara, and companies are lining up their promotions. Super Bowl 50 ads that have already begun airing and unique tie-ins featuring popular brands, like the forthcoming Deadpool film.

However, they certainly don’t come cheap. A report from Mobile Advertising Watch shows that Super Bowl ad pricing has jumped to staggering levels over the past few years. “The average rate for a 30-second advertisement in the Super Bowl has increased by 76 percent during the past decade and reached $4.4 million 2015,” said Kantar Media, per its report. “It’s the most expensive commercial time on television by far. Strong demand for ad time is pointing towards higher pricing for the 2016 game.” It could grow to nearly $5 million for a 30-second spot next year.

Screen Shot 2016 02 02 at 12.47.33 PMThat said, a Bloomberg report indicates that the higher pricing is worth it, especially considering the 114 million viewer outreach (judging from last year’s numbers) the game usually garners – not to mention the countless fans that watch the ads online separately.

Viewership has remained steady at around 80 million in the start of the 2000’s, but by 2015, the number jumped significantly, with a record number expected for this year’s big game.

Screen Shot 2016 02 02 at 12.48.15 PMWith CBS also airing the game digitally, an even bigger audience is expected, and we could be seeing an interesting trend for the Super Bowl over the next couple of years as spending on digital advertising eclipses regular advertising. The “big game” interest is still going to be there, but there could be a bigger interest in how many people are watching online compared to just TV.

Screen Shot 2016 02 02 at 12.49.33 PMCost could play a part in this advertising game as well, as the below chart indicates just how much is paid per viewer in terms of thousand impressions. Network TV still leads significantly over in-stream video, although, again, this could possibly change.

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As for the time spent watching Super Bowl ads, it’s jumped quite a bit as well. Back in 2014, 370 million minutes of advertising was watched. However, by 2015, that jumped more than double, to 840 million. It’s likely to increase again, too.

Finally, if you need any real proof that Super Bowl advertising spending is effective, check out the below chart, which shows how it’s managed to grow from $162.5 million in 2006 all the way to $345.4 million for 2015. This year should be even bigger, although an estimate wasn’t provided in the report.

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All taken together, the Super Bowl continues to be a premium spot for advertising, with millions of viewers catching the advertising message and sharing favorite ads with their friends. Bigger companies like Anheuser Busch and Pepsi have continued to flourish with new ads, and even newcomers like the Clash of Clans and Heroes Charge commercials have done extremely well.

PAX South: What Companies Can Learn From Independent Studios

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The video game industry is still dominated by AAA properties and publishers, but independent studios are slowly but surely gaining ground. Games like Rocket League and Shovel Knighthave proven to be abundant successes, while others are finding exposure through deals with third-party partners.

The second annual PAX South was held in San Antonio this past weekend, and while major companies were in attendance, the event mainly served as a showcase for up-and-coming development teams and projects, such as Devolver Digital’s Enter the Gungeon and Armature Studios’ Dead Star.

So what can marketers learn from the exposure of “indie” game promotion at these events? It turns out, big companies can still pick up a thing or two.

It’s a great way to talk with consumers

Setting up a booth where anyone can walk up and play your games is a huge asset, compared to having cryptic trailers revealed at events, or behind-closed-doors presentations that only a select few get to see. It’s also an ideal way for an up-and-coming developer to explain the process behind the game’s creation, and you can see the sheer excitement on their face as they describe their vision. Communication is key when it comes to selling any product. With events like PAX South, developers can discuss their products and walk through them, getting more and more people interested. Of course, a social media push helps as well, but sometimes the direct approach is quite effective.

Partnerships can go a long way

Part of Rocket League‘s enormous success is attributed to Sony, which published the game as part of its PlayStation Plus program last year. With the right partners, “indie” developers can get their foot in the door and really give their game a greater amount of exposure.

Devolver Digital has proven to be one of these key partners, publishing games like Not a Hero, Broforce and the upcoming Gungeon. The company recently signed on a new project,Omnibus, a humorous driving game where players guide a careening bus through a series of wild objectives.

But publishers aren’t the only partners “indie” developers can turn to. Twitch was on hand at this weekend’s event, with streaming celebrities greeting fans and taking part in presentations, as well as an ongoing tournament for Ubisoft’s The Division. Developers realize the appeal streaming superstars have, with their huge community outreach, and pairing up with them for game giveaways or promotion is an option that pays off in spades.

The package deal

Finally, distribution of certain game content can go a long way for “indie” publishers. More companies are offering packages that showcase the best of the “indie” gaming world.Indiebox, for example, is a monthly subscription program that features a specific “indie” hit, like Nuclear Throne or Freedom Planet, for players to enjoy. The creators of a project can discuss making their game the focus of such a package.

Indiebox isn’t the only team doing that, either. Loot Crate, a monthly subscription program that features various “geek”-oriented items from the entertainment and gaming world, announced over the weekend that it’s working on its own game-oriented bundle, Loot Gaming, which will launch sometime in the months ahead. It not only intends to offer premium goods from hit franchises, but also digital codes for games and downloadable content later on, which could be a grand opportunity for an “indie” developer to gain exposure.

While some small developers still feel like making and marketing a game can be a tricky business, at least there are more options available when it comes to spreading the world and conveying the sheer excitement over said games. PAX South clearly demonstrated that this weekend, as the heart of “indie” gaming continued to proudly beat.

How Google Cardboard Could Shape the Face of VR

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A variety of virtual reality headsets are set to launch this year, but the main thing holding consumers back may be a hefty price, which can range from several hundred dollars to thousands, if you account for the computers needed to operate them. However, there is a suitable alternative where they can try out VR for a budget price thanks to Google Cardboard.

The company recently discussed the success of the device, made literally from cardboard and a few other low-cost materials so that smartphones can become VR screens. It looks like Cardboard is really catching on, which isn’t bad for a device many saw as a joke when it was first announced in 2014.

In the post, Google proclaimed that it shipped over five million Cardboard units, some of which really took off through various promotions. For instance, Cardboard viewers based on Star Wars: The Force Awakens were given away by both Verizon in stores and Google online, and were quickly snatched up by eager fans. Other tie-ins included a free giveaway promotion with Lays. Last year also saw a partnership with The New York Times to promote its new VR documentary video content, where a free Cardboard viewer was included with the Sunday print edition. Similar partnerships with Visa and other companies made it easy for users to their  hands on a unit.

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Immersive app experiences with the Cardboard also picked up, with over 25 million apps installed from the Google Play store. Over the past two months alone, ten million installs were reached.

As for the apps that got the most popularity, Chair In a Room managed to impress with its presentation, while VRSE, Lamper VR: Firefly Rescue and others followed closely behind, creating a virtual reality experience without footing a large bill.They’re among several brands and companies that are taking advantage of Cardboard’s accessibility.

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Videos and VR photos also played a part in the headset’s success, with over 350,000 hours of YouTube videos (that made use of the format) viewed, and over 750,000 VR-enabled photos taken with the Cardboard Camera. Students also played a big part in testing out the Cardboard, with over 500,000 users worldwide experiencing the educational Expeditions program, which lets students take virtual field trips to far off locations.

To support the growing popularity of Cardboard, and possibly take on rivals like Facebook’s Oculus, Google recently opened up a new virtual reality focused business unit. One of the creators of the Cardboard device, Clay Bavor, will head up the VR division, creating new experiences for potential owners. Although the company didn’t mention any specifics yet, new Cardboard units based on popular brands could also be introduced, especially considering how well the Star Wars-branded ones performed.

The question remains whether Google will work to develop high-end devices to better compete with companies like Oculus VR, or if it will focusing exclusively on the highly accessible Cardboard. Judging from YouTube officially supported virtual reality videos last November, and its mobile app updated with Cardboard support, it’s safe to say that we’re just starting to see the potential of this decidedly low-tech device.

Personalization Picking Up On the Digital Front

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Adding a personal touch to advertising is a unique way to reach out to customers, but some marketers feel that technology is helping lead the charge when it comes to embracing personalization. A new report from eMarketer suggests that it may be catching on more than expected.

Attitudes towards personalization, at least amongst certain types of marketers, shows that technology is being better utilized when it comes to personalizing to scale. The chart below shows that 76 percent agree that it’s becoming quite helpful, while only four percent disagree with the statement. Meanwhile, personalization is more preferred than contextualization (51 percent to 41 percent), and personally identifiable information seems to be preferred when it comes to nailing down personalization.

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The report also pointed out the leading benefits when it came to getting personalized content figured out on a technological front. 56 percent of marketers believe that the highest factor belongs to higher response and engagement rates, indicating that social media could play a big part in it. Other things to consider include timelier interactions (47 percent), greater customer affinity and word-of mouth (44 percent) and conversion of more customers (43 percent).

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We’ll be keeping an eye out for companies that are using personalization to great effect in 2016.