How Gamification, TikTok, and Niche Content Are Changing OTT
With the rise of TikTok and even premium content companies like 网飞公司 embracing gamification, interactive media and gaming are on the ascent in streaming video. 克里斯·普法夫 克里斯·普法夫科技媒体 leads a discussion about this topic at 流媒体 West 2022 with 47 Games公司. 创始人 & CEO Ben Hoyt and Eric Smith, US Head of Verticals, Gaming, Auto, Tech & 娱乐, Roku.
Pfaff begins the talk by noting that the industry has entered relatively uncharted territory with the swift rise of gamification in the metaverse space. 他问霍伊特, “How do you see interactive gaming – and gaming 在一般情况下 – playing in this broader streaming OTT space?”
Hoyt notes his long career in interactive content development, 他看到互动趋势的发展方式, and the insights he has gleaned from his professional experiences. “The thing that I really started to believe about 12 years ago, during the stint that I spent at 派拉蒙电影公司, was that all of these different formats become irrelevant to the audience,他说. “他们对一个IP感到兴奋和热情, and what we've seen over the course of the last decade is that IPs…have begun to sort of have extensions in every format that users interact with."
从霍伊特的角度来看, what general audiences mostly care about is where they can go to find exciting content. “很明显, 很自然就会找到像网飞公司这样的公司, 他们有自己的大ip, 热情的追随者, beginning to branch out from the traditional formats they may be known for,他说. 对网飞公司, 它一直以流媒体视频而闻名, he says that it is only natural that they would begin to have extensions and games that must be coordinated across their company.
“我认为你做到了，”普法夫说. “One of the things that I see happening in this ‘Silicon Beach Hollywood scene’ is a much greater…’one-to-one,或者至少找到一个强大的垂直方向. 这可能是一个利基市场. I think Kevin Hart, who literally has cloned himself, he is everywhere! 他实际上是我们的代言人，我们向他鞠躬. 但 Hartbeat作为延伸， 大声笑这是凯文的世界. 这是他的风格，人们会效仿的. And I think 网飞公司…they've really captured a bit of that zeitgeist too…recognizing what people want to watch.”
普法夫观察到, 在一般情况下, younger audiences are leading the way toward new trends in streaming consumption, especially with the proliferation of short-form content on platforms such as TikTok他说，这个词“现在已经变成了一个动词”.他问Roku的埃里克·史密斯, “Do you have meetings where people are presenting ideas to Roku and advertising for TikTok-like extensions?”
Smith first agrees with Hoyt’s insight that IPs are now “cross-media,” and users are primarily concerned about where they can find the content they want more than anything else. 然后他对普法夫说, “我认为广告商, 对于你的问题, are trying to figure out how to find those consumers wherever they may be, and so trying to understand the ways in which Roku can be a part of that in conjunction with these other platforms [that] are social or mobile extensions, 可以肯定的是. 我们肯定会和人们讨论这个问题. 我认为是一对一的联系, 这就是在Roku工作的地方, with logged-in identity and sort of a one-to-one connection with consumers via the television screen…the biggest screen in the home is really an advantage for us in those conversations and really a way in which we can differentiate. We can be a true partner in terms of helping people find the audiences they're looking for.”
了解更多关于OTT的游戏化和交互性 流媒体东部2023.
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