Good Premiere - Episode 70

Pietro Faccio and Sergio Rocco of Buona la Prima take us into their wonderful world dedicated to the video game industry, together with Davide Mercurio, Lead Game Programmer.

The podcast Buona la Prima is a partner of Biunivoca.

Advertising is entering a new phase in the world of gaming. Microsoft is experimenting with an ad-supported Xbox model through Cloud Gaming, with ads that, at least in the current phase, do not interrupt gameplay.

But a recent Microsoft patent application makes the scenario even more interesting. The system described, Contextually Aware Management of Interactive Software Application Access, could use machine learning to analyze elements such as input, audio, frames and UI and automatically identify appropriate moments to show an advertisement.

Another possibility instead involves the game directly communicating to the platform when it is possible to show an advertisement, through specific signals sent by the developers, for example after a mission, a round or a checkpoint.

This topic therefore raises an important question for the future of game design: developers may also have to consider advertising when designing experiences, seeking a balance between new forms of monetization and gameplay continuity.

The discussion of Buona la Prima thus offers a glimpse into the possible transformations that are affecting the relationship between technology, cloud gaming, advertising and video game development.

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