Play per view: Combining gaming & entertainment into hybrid interactive content
[ad_1] What can be a better form of narration if it allows you to control the plot and unfold the mystery in more ways than one? The 2018 science fiction flick Black Mirror: Bandersnatch is one such experience on Netflix which is viewer-controlled, interactive and hybrid (film + game) and one can take control of the storyline and choose multiple adventures. Black Mirror: Bandersnatch became a huge hit around the world. Doubling down on the interactive storytelling, Netflix has taken the wow experience to another level. Recently, it announced video games as a new content category, similar to its expansion into original films, animation and unscripted TV. The streaming platform expects a long runway of increasing investment and growth across existing content categories and the gaming interactivity is included in members’ subscription plans at no additional cost. That’s not all. By making great storylines and incredible characters, the fans of stories also want to go deeper and engage further. “They want to direct a bit where their energy goes. You provide universes that offer a significant amount of time people can engage in and explore. That’s why our subscription model yields opportunities to focus on a set of experiences that are currently underserved by the sort of dominant monetisation models and games,” said Gregory K Peters, COO and chief product officer, Netflix, in an earnings call in July last year. As the pandemic rages, most people are looking for safe entertainment options that are indoors and with family. What can be better than combining both entertainment and gaming to offer a slew of interactive content? In today’s multi-screen world, platforms like Netflix have given viewers ample choice in picking content anytime, anywhere. Entertainment and information overload has upset the work-life balance and is on the verge of a takeover by digital devices. Media and entertainment have to be re-imagined, writes filmmaker and author Amit Khanna in his book Words Sounds Images. Content creators are constantly reinventing themselves to remain relevant either through edgy content or sharply focused subjects. Khanna feels the fight for eyeballs is no longer restricted to one screen as he says, “With OTT platforms providing a new lease of life to films, we appear to be in the midst of another economic upcycle, where the consumer class is investors’ darling.” As new concepts in the entertainment industry are inching closer towards digital as a potential revenue stream, to disrupt the industry and completely alter its outlook, the industry is able to leverage and monetise aptly. According to PwC’s Global Entertainment & Media Outlook 2021-2025, India’s entertainment and media industry is expected to grow at 10.75% CAGR to reach Rs 412,656 crore by 2025. Rajib Basu, partner and leader – entertainment & media, PwC India, says in the next five years, India will see significant growth in OTT, online gaming and Internet advertising. “Growth in these sub-sectors spurs from the growing trends around personalisation and increased digitalisation. Today’s consumer can now control their own media consumption through an expanding range of smart devices and curate their personal selection of channels using OTT services. Content is being pitched not at audiences of billions but separately at billions of individuals,” says Basu. Storytelling to story living The stay-at-home entertainment options and endless use of OTT have made families and friends venture into new experiences of live interactive home entertainment. Delhi-based corporate affairs professional Bhaskar Majumdar, who works as head of corporate affairs, communication and digital at Egis, a French multinational, feels Covid-19 has fast-forwarded the adaptation of digital transformation. His 11-year-old son Tanay plays online interactive games which have now become part of digital learning. “Availability of the Internet and with affordable smartphones and other devices have made this easy to play and learn. Social restrictions and lack of interaction with friends have made kids find a world there, their own world where they can create and build the way they like it, and that makes them stick and, in the process, learning happens,” he says. The new-age collaborative ways of entertainment are different from how we might traditionally define and imagine. Advanced features in games have made both kids and adults participate. Nine-year-old Raeca Mandal, daughter of Mumbai-based IT professional Snehanshu Mandal, is hooked on to target games. These are lively and have a two-way feedback mechanism as compared to previous ones which used to be just the score at the end of the game. “All games had a predefined end— win or loss. Now the ending of the game is determined by the various activities performed in the game. Or sometimes, the game has no ending, and it goes on perpetually,” says Snehanshu Mandal. Take for example, Roblox—a 3D computer-animated comedy action/ adventure film based on the video game—on Netflix, which Raeca watches as well as plays. The various characteristics of the game are selected among the multi-players present in the game at that moment of the play. “There’s uncertainty in the game. Kids don’t know what character they are going to play, and they have free will on how to handle that role-play. The feedback mechanism or the interaction is working both ways. And kids can also decide the end result based on how they handle the role/ character assigned,” he explains. Innovation and action Globally, interactive and creative entertainment is the next big thing. Accenture estimated in April 2021 report that global sales related to games are higher than the combined revenues from movies and music, driven by a surge in mobile gaming and an emphasis on social interaction during the pandemic. The report said that the gaming industry has increased by half a billion players in the past three years, totalling 2.7 billion people globally. The report predicts more than 400 million new gamers are expected by the end of 2023. Sony Interactive Entertainment (SIE) in July 2021 announced that its newest generation game console, PlayStation5 (PS5), surpassed 10 million units sold and remains the fastest selling console in interactive entertainment history since first
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