TVAPlus: The ESC game system debuted in Asia on Singtel’s mio service earlier this year. What other territories is Playcast setting its sights on?
We’re currently in intense discussions with another platform in Asia and hope to confi rm another two in Europe later this month. In terms of distribution, we’re looking at two cable operators here, also IPTV platforms.

TVAPlus: The Playcast system is new here. What is different about it compared to other gaming systems?
In a nutshell, Playcast looks and feels like a VOD system from the operators point of view. From a user’s point of view it lets them play console type games from existing set top boxes. They can select and play these games without requiring a download or doing anything specifi c to their home entertainment setup. The technology is based on streaming the audio/visual content in real-time.

TVAPlus: Gaming and television are not separate entertainments anymore. Is there an avenue for channels and cable operators to enhance their content through gaming?
Absolutely. It’s something that has started in the last two years, but is expected to accelerate signifi cantly soon. Already today a lot of the major studios in Hollywood have developed their own video game titles; Disney, Warner Bros. and Sony for example. They do have games that parallel movie releases or, a more recent development, television shows.

In May we rolled out the Toy Story 3 game, which paralleled the release of the VOD release of the fi lm. We’re doing the same thing with Harry Potter right now.

That’s one space. The other space is around sports and gameshows, which are genres already sharing many of the same traits as video games. We will see actual football matches, for example, being broadcast LIVE and a video game to match with similar look, dubbing, even at the same venue. These addon products will benefi t broadcasters with viewership and develop their brands further.

I expect in the next year there will be more tie-ins between TV programmes and video games developing.

TVAPlus: Where is gaming headed – is it the next stage of integrated home entertainment?
Video games in general are becoming more mass market; in the sense that now kids from age fi ve to even those above 60 are turning to gaming for entertainment more regularly. Some believe television belongs in the past, but I strongly believe that the TV will continue to be the centre of entertainment and communications. Tablets, smartphones and personal computers represent important supplementary outlets for new media but the TV will remain the strongest platform at home.

Both video games and TV shows will become closer linked because today’s shows require the kind of engagement and interactivity that come naturally to gaming. Because interactivity is no longer an economic or technological barrier, I believe new genres will develop and a new medium will evolve, such as interplay between the viewer and the programme being broadcast. This particularly would work in game shows where a user could answer quiz questions as they are asked on screen.

To have a narrative that can be both controlled and have a social aspect is the new media that television will evolve into.

TVAPlus: With the advent of smart devices, more people are using these technologies while watching TV, is this a trend or an example of a fragmented audience?
This is testament to the lack of engagement with many TV shows. It’s becoming increasingly diffi cult to capture the attention of today’s viewers. The days of having uninterrupted TV entertainment for 30 – 40 minutes is long gone. Attention spans are also measured in seconds today, not minutes. That’s why people are viewing content and doing something else at the same time. Good television shows that keep a viewer connected and require absolute attention is the biggest challenge for content makers and game developers. The level of engagement you get with video games is unparalleled.

TVAPlus: In terms of users, are women becoming a strong contender in the gaming genre?
Women currently represent a larger audience of the video gaming population than boys up to the age of 17 – which is the ‘classic gamer’ in peoples’ minds.

I would draw a parallel between day time soap operas and the games women are playing. These games are different from the classic video games, less about action and more about puzzles and social types of titles where they play with other users.

TVAPlus: You’ve only recently entered the Asia-Pacifi c market, what challenges do you face with gaming segment here?
Asia is of prime importance to us. The reason: namely the value chain between users wanting this type of content and their ability to access it and play it, is radically different. The penetration of game consoles – with the exception of Japan – is very low in Asia. Even in the more advanced markets games and consoles are prohibitively expensive for users still.

For operators in this region the challenge of developing business and increasing ARPU is a very big task because there are not a lot of avenues to do this. Between mobile, TV, internet and personal computers, the ARPU is generally what they’ve got at generating growth. With new services on a large scale it is very diffi cult. But the Asian market is very open to innovation, economics work very well and consumers are keen adopters of new technologies.