Gaming and advertising OnLive

A few days ago I read about the unveiling of an innovation that combined two of my core passions; games and advertising communications. OnLive is a platform allowing for users to play full games via internet streaming through an OnLive box. It is truly a technological innovation that I believe will converge interactive entertainment (games) and interactive media communications (advertising and branding).

OnLive will potentially bring mass gaming to a new level of accessibility. No longer will we need to have a particular console or a beefed up PC that can calculate a weekend trip to the moon, no longer (hopefully) will we see endless “fan boy” banter trying to macho one another based upon 360 vs. PS3 vs. BMW... hopefully. Provided broadband technology can progress in time for the mass launch of OnLive, we may soon experience the epoch of connected, live and viable mass gaming free from hardware restrictions.

Technology has seeped into our lifestyles, and the internet has evolved from being perceived as a geeky niche to a core part of our daily lives. Sony successfully made computer games cool and socially acceptable building upon established innovations pioneered by Nintendo and Sega with the PlayStation brand; Mario and Sonic had gained guest list status towering that of Hollywood since. Similarly, Apple created the iPod that successfully provided the image conscious consumer with a product and brand that allows them to proudly carry a gadget without going covert and leading to wanting that PowerBook. Most recently, Sony PlayStation HOME brought a virtual social world to the mass casual, hardcore and web 2.0 gamer. HOME is a virtual world that was accessible by every PlayStation 3 owner, had more social credibility thanks to the Sony PlayStation brand than Fifth-Life, and allowed for brands such as Diesel to virtually peddle their branded wares. Could OnLive be what brings online gaming to the masses? It looks promising indeed.

I still remember playing WipEout 2097 on the PlayStation back in 1997 and noticing what I think is the first ever in game advertising of a real world brand in the game. Red Bull banners adorned tracks and I felt connected to the real world as I sped about in a blisteringly fast and unrealistic craft without wings. Good times. Since then, advertisers and brands have wised up to the potential of in game advertising, a favourite example of mine being in Ka (aka Mr. Mosquito in the western world) on the PlayStation 2, with household anti mosquito brands galore and more recently with Red Bull launching their own Red Bull Air Race PlayStation HOME space. Metal Gear Solid 4 saw our very own Solid Snake carrying around an in-game iPod to jam to as he sneaks about the place (the sticks work well to emulate iPod controls... take note Apple!).

My only concern is the likelihood of the gaming giants to support such an open channel, sacrificing what is quite obviously a viable business model of investing in a controllable market. I am of course referring to their own consoles. The PlayStation X, Nintendo Yuu/Mii/Wii, Xbox 1080p, all allow for control over market segments within the fastest growing entertainment market the world has ever seen. I hope that all can reach an agreeable meeting point that does not involve the loss of diverse choice to the consumers or the mass laying off of talented geniuses. Just think of the possibilities; Sony bringing their technological innovations in entertainment, Microsoft broadening their online LIVE services, and Nintendo contributing their blue-sky creativity. OnLive could also allow for Sony PlayStation HOME to reach a broader audience, in turn allowing brands with virtual presence such as Diesel to reach more gamers, via a socially accepted virtual space. Let's hope everyone can find a common ground to move this kind of technology forward.

The future is soon, and I believe in it.