Why collaboration is the future of cloud gaming & connected experiences
As cloud gaming continues to grow in popularity, some are questioning if expanding beyond a walled garden approach is a mistake. Instead, we should have a “more, the merrier” mindset
In a significant move for nerds like me, Microsoft is now allowing their cloud gamers to choose what platform they want to play on; Microsoft’s own Xbox Cloud Gaming Service, or NVIDIA’s GeForce NOW offering, known as one of the best options in the gaming space. This is sparking discussions about whether this indicates a lack of faith in Microsoft’s cloud gaming platform.
However, this argument misses a crucial point: offering choices and fostering collaboration is not a sign of failure but an opportunity to enhance customer experience.
Cloud gaming is on the cusp of mainstream adoption
According to Analysys Mason, a growth demand and market opportunity are looming for cloud gaming as it moves from the early adopter phase to the mainstream. Specifically, they expect cloud gaming momentum to accelerate with the expected mid-cycle refresh of the Xbox console, projected to be available by Christmas 2024.
A big question for me is this; will consumers care how they get the high-quality connection they need to access cloud gaming, or will they instead simply care that it works wherever they are?
Changing the game for connectivity providers
As we move towards an era where more experiences are connected to the cloud and require flawless connectivity, we could see telecom software companies becoming the aggregators of many networks into one combined commodity. They will seamlessly provide consumers with the best possible connection tailored to their needs at any given moment. In this instance, who will let them to get the best lag-free Call of Duty experience on day one?
The other possibility is having connectivity bundled directly into a device or experience. Take Tesla’s over-the-air software updates as an example, which automatically connect to the best possible network to download updates to a vehicle without the driver knowing which is being used. The driver gets the benefit of ongoing improvements and new features without any additional effort or selecting a provider.
A new approach requires rethinking the past
This shift might seem like a threat to traditional connectivity providers, requiring them to adopt a 'frenemy' approach to competing networks (WiFi, satellite, mobile, etc.). However, successful collaborations, like Comcast using Verizon's cellular towers, show that sharing can lead to innovation, new revenue streams, and cost savings.
Smart software solutions are already enabling dynamic allocation of network resources across different environments. While currently focused on communication service providers, future opportunities may extend to partner networks outside the telco domain.
From a marketing perspective, connectivity providers must reconsider their positioning. Should they own the entire end-to-end experience, or provide a network embedded in a cloud gaming provider's solution, sold as a package deal? This could transform brand functions and their ability to find the right balance between direct-to-consumer and direct-to-business models.
Integrating NVIDIA's GeForce NOW with Xbox highlights the growing importance of collaboration in the digital age. The future lies in cooperation, leveraging the strengths of various networks and technologies. Teamwork should be seen as a forward-thinking approach that aligns with the evolving needs and expectations of today's consumers.