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Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.

Facebook Users Can Now Play Pac-Man on Messenger

Facebook wants to completely remove the barrier between you and games on its platform, and it is using HTML5 to accomplish that across mobile and the web. Instant Games are a new feature from Facebook that enable you to immediately start playing a game on Facebook’s service without having to install a game or an app. The games may show up in your News Feed when you’re on a desktop computer or even when you’re browsing on Android or iOS — but no matter what, you can click on the game to boot it up for on-demand action. Stay and play.

  • 1 min read
  • December 1, 2016

At $10, "Super Mario Run" Could Be Great For Nintendo, Phone Owners, and the Industry

After years of scornfully dismissing the potential of smartphone gaming, Nintendo has decided to release Super Mario Run, the first Super Mario game for the iPhone. Though the Japanese gaming giant has famously pursued a "blue ocean" strategy—by creating products such as the Wii that catered to markets that competitors such as Sony and Microsoft didn't serve—it's also been held back by its share of dogma. The debut of Super Mario Run will take Nintendo to what may be the most significant part of its future: smartphone games. Make peace, not Wario.

  • 1 min read
  • November 28, 2016

Your Life Will Be a Video Game

Whether or not you play video games today, you will in the future. Andrew Wilson, CEO of Electronic Arts, believes games in 2021 will be more diverse, more accessible, and simply more inescapable. Your smartphone and your game console will help you play with friends and strangers across the globe, but so might your virtual reality headset, your augmented reality glasses, or just the screen on your smart fridge. All play, all day.

  • November 17, 2016

Why VR Arcades Could Be Virtual Reality’s Salvation

While different forms of VR arcades have been around since the late ‘90s, it hasn’t been until recently that new virtual reality gaming centers have been gaining massive popularity around the world, first in China, then in other parts of Asia and soon widespread in Europe and North America. Earlier this week, the senior vice president of HTC’s virtual reality efforts announced initiatives meant to make it easier for people to open these arcades as small businesses. My inner child is coming out.

  • 1 min read
  • November 8, 2016

How Pokémon Go is Changing Consumers' Attitudes Toward Location Services

Pokémon Go monopolized the summer for millions of US consumers. The location-based augmented reality game is compelling (and addictive). However, it is just one of a handful of fast-growing apps that are changing consumers' attitudes toward turning location services on within apps, and keeping them on, as explored in a new eMarketer report. Give value, get value.

Has This Black Mirror Episode Predicted the Future of Video Games?

An American tourist is lured to a British game development studio to test a new augmented-reality horror game that engages directly with each player’s brain via a biorobotic implant. The AI program mines the character’s darkest fears and manifests them into the real-world as photorealistic graphics. Inevitably, terror and mental breakdown follow. The idea of a video game that can analyze a player’s personality and change accordingly may seem like the stuff of outlandish sci-fi, but it isn’t. This could well be where game design is heading. Reality games.

  • 1 min read
  • October 26, 2016

Meet Nintendo Switch, the System Formerly Known As 'NX'

Nintendo's next major step in gaming is a mystery no more. Today, the hardware formerly known as "NX" — and now officially dubbed Switch — has debuted, and here it is. Switch is a transforming console/handheld hybrid that can be pulled apart into a portable gaming system. It's powerful enough to run The Elder Scrolls V: Skyrim and also features its own, detachable micro-controllers for more party-like settings. Totally nerding out.

Which Game Mechanics Make It to the Top?

The fact is, many game developers are guided by the commercial success of projects from GooglePlay and AppStore’s US top grossing lists. They direct their attention to the top 20 highest grossing games, spawning countless Clash of Clans or Candy Crush clones. However, games from the "deeper" top shouldn’t be written off: the profit they make is quite high. This article analyzes more than 300 games by mechanics and defines what it is that makes them successful. The moneymaker moves.

  • 1 min read
  • October 12, 2016

Want to Reach Gamers? Stay Out Of Video Games

“Advertisers looking to reach Xbox’s massive audience should think less about advertising in video games themselves and more about off-line integrations,” said Brent Coyle, Microsoft’s global lead for Xbox. When consumers are immersed in their games, the last thing they want are brands popping up in signs or other awkward places within the digital worlds. And out of the basement.

  • 1 min read
  • September 30, 2016

Why Amazing Video Games Could Be Causing a Big Problem For America

Even as the unemployment rate has fallen to low levels, an unusually large percentage of able-bodied men, particularly the young and less-educated, are either not working or not working full-time. Most of the blame has been attributed to lingering weakness in the economy. Yet in the new research, economists say that an additional reason many of these young men are rejecting work is that they have a better alternative: living at home and enjoying video games. Reality sucks.

  • 1 min read
  • September 27, 2016

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