Entertainment Content Marketing Insights by Stephen L

September 8, 2017

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This should come as absolutely no surprise, considering how popular entertainment is in its own right. We’re living in a world where the second adaption of  IT, Stephen King’s thirty-year-old horror novel, opened to a massive $13.5 million from Thursday night previews alone. Not only did this allow it to shatter records for R-rated openings and horror openings, but this impressive number firmly put the film on track to become one of the most successful R-rated films of all-time–all before it was technically in wide release.

Spotlight

Modern Times Group

MTG (Modern Times Group MTG AB (publ.)) is a leading international digital entertainment group. We are shaping the future of entertainment by connecting audiences with the content they love in as many ways as possible. Our entertainment brands span content production, TV, radio, esports and mobile gaming, and are available around the world.

OTHER ARTICLES

Is Microsoft moving Windows Mixed Reality VR/AR towards consumers?

Article | April 15, 2020

Recently, Bill Stillwell of Xbox fame left the gaming division to join Windows Mixed Reality, to work on "world-class consumer AR/VR experiences in the Microsoft ecosystem." Interesting. For a couple of years, Microsoft couldn't resist demonstrating its unprecedented HoloLens augmented reality tech at every single event, it felt like, using Minecraft and other random Xbox properties to showcase the potential therein. Fast forward five years to 2020 and HoloLens remains firmly in the realm of big business and the military, powering next-generation training, awareness, and productivity solutions.

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MEDIA AND BROADCASTING

Games video creators can help attract new audiences to esports, if rights holders empower them to

Article | June 14, 2021

Those who have been following MIDiA’s games coverage for a while will have seen our posts about the growth problem of esports and suggestions around putting focus on the entertainment angle, rather than just on the sports angle, in order to most effectively capitalise on the opportunity. We have known for a while that esports viewers are only a subset of the broader games-related video viewing audience.We also know that esports audiences enjoy live entertainment in general, more so than many other entertainment consumer segments. MIDiA’s Q1 2021 consumer survey enabled us to dive deeper into how this opportunity can be approached. As a part of our upcoming Esports Viewer Dossier 2021 update, we have looked at the esports viewers, in comparison to consumers who say they watch games-related videos but not esports. The former represents the current state of play, while the latter represents esports’ potential audience growth opportunity.

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VIRTUALIZATION

Watch out Warzone and Fortnite: Ubisoft is coming after free-to-play

Article | May 17, 2021

Ubisoft announced last week that it is adding specific focus on free-to-play, alongside its AAA catalogue. In doing so, it is following a route that has been very successful for Activision with its Warzone strategy. Free-to-play games which draw audiences via big franchise names and monetise via in-game spending are going to be increasingly common among AAA publishers. The focus on in-game spending and particularly on the cosmetic, rather than the progress-related, parts will be the key revenue component. As games become less finite and more perpetual (consumer goal is less about ‘finishing them’ and more and ‘playing/spending time in them’), the opportunity to monetise needs that stem from this perpetual engagement (e.g. socialising or expression) starts to outweigh the mere monetisation of access to a packaged product. Simultaneously, free-to-play games also act as a powerful marketing driver for AAA releases as they come out, as well as streamability and word of mouth for the franchise.

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MEDIA AND BROADCASTING

The new chair of the FTC and antitrust 2.0

Article | June 22, 2021

The appointment of Lina Khan on June 15th to chair of the Federal Trade Commission (FTC) is poised to be a transformational one in the history of the world wide web. Khan came to prominence with an article in the Yale Law Journal, Amazon’s Antitrust Paradox, which identified the paradox of hegemonic tech service providers which bypass the US’ strict competition laws by offering lower prices to the end consumer. Under US antitrust law, the driving indicator of market monopolies are higher prices for the consumer – under this strict definition, none of the tech majors which dominate the digital economy are monopolistic. Indeed, some such as Alphabet and Facebook do not even directly charge the end user for their services. So, while both Google and Facebook dominate the global digital ad market, making an antitrust case against them under the current 20thcentury era regulatory framework is nigh on impossible. However, the absence of meaningful competitive challengers to these two incumbents in search and social advertising over the previous 15 years, despite the lucrative high margin business opportunities, implies that the competitive market is not performing according to classical economic theory. Khan has built a subsequent career on trying to square this circle, and now the Biden Administration has empowered her as the key instigator of the sweeping regulatory update required for a digital-first century.

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Spotlight

Modern Times Group

MTG (Modern Times Group MTG AB (publ.)) is a leading international digital entertainment group. We are shaping the future of entertainment by connecting audiences with the content they love in as many ways as possible. Our entertainment brands span content production, TV, radio, esports and mobile gaming, and are available around the world.

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