In recent weeks, the gaming industry has witnessed significant shifts, from studio closures, shifting business models, UGC trends, and the rise of AI-powered solutions reshaping the way brands connect with global audiences.
As Electronic Arts-owned Ridgeline Games prepares to shutter its doors amidst layoffs, the industry grapples with the evolving landscape, marked by changing player dynamics - motivations and needs driven by a more UGC approach to storylines and actions. Ridgeline Games' closure underscores the challenges faced by studios in adapting to the accelerating industry transformation. With the departure of its leader and layoffs across EA, the studio's fate reflects the broader shifts occurring within the gaming ecosystem.
Amidst these changes, companies need to pivot and innovate in response to evolving player dynamics. Going forward, in an era where AI is emerging as a powerful tool - seeking to navigate the complex terrain of global expansion and audience engagement for brands and automating game storylines to engage consumers in a new way.
One example is GetGloby, an AI & localization startup founded by former Googlers Diego Antista and Juan Fusoni. The company stands at the forefront of this ability to customize the gaming context, but also the ad to localized regions across the globe – a powerful option for brands who value gaming and global engagement. Through its partnership with Aleph Group, Inc., GetGloby aims to empower businesses to expand into new markets seamlessly. At the heart of GetGloby's offering lies JAGA, its proprietary AI technology capable of understanding the nuances of local markets. Leveraging AI-powered translation, GetGloby enables brands to localize their ads and marketing assets into over 100 languages, yielding high-performing results. By reducing costs and improving ad performance, GetGloby equips brands with the tools needed to thrive in an increasingly globalized landscape.
In the other instance, the emergence of AI streaming (a patented framework delivered by SONY) introduces a new dimension to the gaming experience. While Sony has yet to delve into AI streaming, examples like Vedal987, or Neuro-Sama, demonstrate the potential of AI-driven content creation – AI becomes players of games – accumulating its own (or wider) audiences. With lifelike avatars that behave like gamers in environments like Twitch - and engaging interactions, AI streamers like Neuro-Sama captivate audiences, blurring the lines between human and AI-generated content. As gaming and AI continue to converge, ensuring brand safety remains paramount. With AI's ability to generate lifelike content, brands must be wary of the potential risks associated with false personas and brand integrity.
Strategic partnerships, such as those offered by GetGloby, are essential in expanding brand touch in this evolving landscape. The convergence of gaming and AI heralds new opportunities and challenges for brands seeking to engage global audiences but provide levels of yet undetermined risk when AI and translations happen in less ideal circumstances. As the industry undergoes rapid transformation, embracing innovative solutions and fostering strategic collaborations will be crucial in navigating the dynamic landscape of gaming and AI integration while safeguarding brand integrity.
