Backslash Week #45 – News of the Week
Week 45 has ended and a lot of interesting things happened throughout this period. Facebook is making vast investments into cloud-based gaming, while YouTube has been facing a glitch effecting the majority of its creators.
Be sure to read on.
1. Cloud-Based Gaming Ads with Facebook
Direct and major competitors of Mark Zuckerberg’s company, such as Google had already started investing into what they refer to as “cloud-gaming” back in the past. Video games nowadays come in two different formats: online and the ones that need to be downloaded. The latter usually takes up a lot of space on your storage device, but provide a much broader and usually more satisfactory overall experience. Cloud-gaming aims to provide the middle-ground and tech giants hope that in the near future less demanding video games that has to be downloaded now will no longer need to be downloaded, but can be simply streamed. 5G helps.
Advertising & revenue.
In-game advertising is being done in two ways now: ad integrations into mobile games or the quite newly invented and not yet trending way of advertising in downloadable, more demanding video games, such as via Adverty. The difference between the two is that the former is a lightweight and more developed format, whereas the latter is a new form of solution. Also, mobile in-game ads are simple banner or video ads, while Adverty provides a much more complex format, where ads appear to be as if they were part of the video game’s “world”, such as a billboard (in the game) advertising your company’s newest product (from the real world).
What to expect from Facebook?
Cloud-gaming ads would serve as a bridge between the two worlds. According to Facebook, what they expect from the future is an interactive ad-integration onto their platform where Facebook users will be able to “play” with the ads, a sort of lightweight demo version of the actual video game. Also, Facebook aims at pushing this form of advertising on games which they expect to be available for cloud-gaming within the near future. In other words, game demos might be becoming ads.
#facebook #cloudgaming #gameads #growth
2. YouTube & The Fight for Longetivity
YouTube with its devastating 2+ billion monthly active users (as far as we can track) has been reportedly facing some serious issues with payment calculations made to its content creators.
Over the past week multiple creators reported that their channel was not rewarded the revenue that they were supposed to have, which may appear to be neglectable in case the company decides to compensate creators in the near future for the glitch, however, things get worse when we consider YouTubers who make a daily living from making videos. As far as we can tell the majority of the channels affected by the bug are middle-class channels, those who make a few thousand dollars per month.
“There are people who can’t feed their families and pay their bills … one girl I have been talking to had a breakdown… [YouTube] admitted it was a bug, then backtracked, blamed us, and shut down all communication with us eight days ago.”– Randy Lynch, Mid-South Slots
The majority of YouTube creators make only a few hundred dollars a month from ad revenue, however, with so many creative people chosen the platform to serve as their employer and quitted their daily jobs the importance of the issues cannot be asserted enough.
What does YouTube have to say?
The problem seems to be connected to IVT, what YouTube refers to as invalid traffic. IVT is traffic generated not by actual humans, but automated software to get more views on a channels and that way boost ad revenue, such as via the usage of bots. This is not allowed, and YouTube is making claims that multiple creators who did not get paid were, in fact, receiving fake traffic, as shown in their analytics account. On one hand it sounds like a valid claim, on the other one, however, it’s hard to believe that middle-class creators are suddenly switching to bots out of the blue. YouTube admitted it was a bug upon backtracking the issue, but payments still haven’t been made yet.
#youtube #creators #content #worklifebalance #issues
3. COVID-19 Boosts Demand for Digital Clones
COVID-19 has dealt massive damage to the majority of businesses worlwide. Many businesses who managed to survive did so by going partially if not entirely digital with the aim that supplier, delivery and international traffic-related issues with physical products can be mitigated.
What is a “digital twin”?
A digital twin is the replica of a physical product or process. By going entirely digital you are not only increasing your chances of survival, but you are also shortening the innovation cycle of your products, and you are also minimizing environmental impact. In the B2C sector, a digital twin is pretty straight forward, a digital copy of your final product. In the B2B & the manufacturing sector, however, it can provide a major support to ensure that no time is lost under the development stage of your product’s life cycle.
“We aim to create not just the best products in the world, but the best products for the world.”– Lisa Jackson, Vice President for Environment, Policy, and Social Initiatives at Apple
COVID may actually have a positive impact on the world in case social adaptation for digitalization passes social acceptance on a broader scale. Going digital is, in fact, useful for any businesses, it’s just that the mindset hasn’t fully been adopted yet. The pandemic may serve as a powerful back-wind for such transformation. Until now, digital twinning was a pretty limited way to deal with innovation, however, as COVID is increasing the demand for going digital, more and more innovative solutions are given birth to regarding the technique.
#lets #go #digital #its #the #time
4. Final Words
Last week’s news reached out to social media and data analytics. Google has released a new analytical tool to track website UX-related actions called Clarity. TikTok reportedly partners up with Shopify which, in the future, will lead to an interesting combination of online shopping and social media advertising. Shopify is planning on future expansions to achieve growth. We can’t wait what the future brings.
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