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Virtual gaming offers several new high-margin revenue streams for IPTV system operators along with additional customer acquisition and retention benefits. This month we had the opportunity to interview Anees Munshi from Electric Spin who has integrated one of his virtual accessories with an IPTV set top box.
What are Virtual Games and Accessories
Virtual gaming is the ability for a player to be able to be interactive with the game they are playing. When virtual gaming is combined with network gaming, it adds significant value for the player and higher margins for the network service provider. |
Virtual gaming combines smart accessories with intelligent software. The smart accessories have sensors that pick up on the movement of the user or things they are interacting with. The sensors determine the every move of the player and relay this information back to a set top or interface devise through a series for cables or wireless connections. This information is then relayed to the video or monitor screen where the player is active and can be playing against any number of Big league pitchers and players. Some of the virtual games include golf, baseball, tennis and cycling.
Figure 1 shows the Golf Launchpad/XTV that combines Electric-Spin's ultra realistic golf simulation technology with NDS's XTVReady interactive TV technology to create a virtual golf experience. This system allows viewers to use the Golf Launchpad/XTV to virtually play and compete with their own clubs on the same course at the same time all from the comfort of their own home. |
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How Do You Make Money with Virtual Accessories
Revenue sources from virtual gaming include game purchases, activation fee, monthly subscription fees, pay per play, competition tournament fees, betting, in-game advertising and sponsored gaming.
Game purchases are fees that player pays for a game on a one time charge ranging from a $5.00 to $25.00 fee. While game purchases are common for stand-alone games, they are not widely used for network gaming.
Network gaming systems may have an activation fee to setup a new account for subscribers. This activation fee may be paid for by a company or provider in the form of a gift or product promotional offer.
Monthly subscription fees for network games typically range from $3.00 to $10.00 per month. Users may be for usage periods such as per game or per day. Pay per play depending on the game go for and average of $0.50 to $1.00 per game and pay per day is approximately $2.00. Additional charges can apply after a player reaches a certain level.
Network gamers typically pay fees for playing against competitors which is approximately $2.00 to $5.00 per player. Some games may be provided at low cost or free. However, players may have to pay to store their games and register their high scores.
Sponsored gaming is the providing or hosting of gaming programs, applications or services that are paid for by companies who are looking to promote products or services. Sponsored gaming solutions may require users to register, which allows the promoter to develop a mailing list of the viewers who watch the content or the game may be designed with in-game advertising.
Game merchandising is the selling of items that are branded or associated with a game. Examples of game merchandise T-shirts, hats, back packs and figurines.
Advertising in games (In-Game Advertising) is a potential new source of revenue. In-game advertising is the providing of promotional images or messages within a game program as a way of promoting the product and/or branding of the product. |
How to Get Virtual Games into IPTV Systems
Virtual games accessories can be integrated into IPTV set top boxes by downloading the game software and connecting the accessories to a USB port or wireless connection (Wi-Fi or Bluetooth) in the
STB.
Because IP STB are connected to a high-speed IP communication network, network games can be directly transferred (downloaded) into the IP STB. The IPTV service provider simply dedicated a computer server (a VOD server or a game server) to manage the selection and downloading (transfer) of the program.
While the processing and storage capabilities of IP STB can range from 100 to 150 MIPs of processing power (equivalent to a personal computer), the IP STB is often busy performing other tasks such as receiving program schedule information and processing media files. Fortunately, a majority of the processing for network gaming programs runs on a game server. This means that the STB only adapt the media from the game server instead of processing it locally in the
STB.
An example of this a software management system developed by NDS called XTV. It enables subscribers to download content securely to a variety of CE devices - such as a game console - using a USB port on the set-top box. With XTV Ready, subscribers can experience many new types of services and the operators would have more additional revenue streams.
An example of how NDS's XTVReady technology enables new experiences is its ability to provide a virtual golf experience with Golf Launchpad. The XTVReady experience integrate the live TV to enable a virtual "on-tour experience" at televised golf events. The Golf Launchpad/XTV Experience it becomes an immersive, video-enhanced, realistic golf experience.
Figure 2 shows how a virtual game accessory may be attached and the program is downloaded into the IP STB. This diagram shows that the virtual accessory is plugged into the IP STB. When the IP STB detects that the accessory has been attached, it sends a message to the |
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IPTV system requesting additional instructions. The IPTV system determines that this accessory requires a game program to operate and the system sends the program to the IP STB. When the program is received, the user interface is stored in the IP STB memory so it can be used at any time. |
When the game program is activated in group user mode (network operation or to allow use with other players), the accessory information is sent to the IPTV system to activate the game server.
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