EiG: How content is key to surviving disruption

EiG: How content is key to surviving disruption

Wednesday, October 21, 2015 Totally Gaming
Straw urges industry to prepare for technological change

Gaming businesses will have to create compelling content to flourish due to disruptive technology forcing “lots of” traditional publishers out of business in the coming years, entrepreneur and innovator John Straw told EiG 2015 at Arena Berlin today (Wednesday).

Straw, the Chairman of the Thomas Cook Group Digital Advisory Board and the Author of iDisrupted, reiterated a recent study that painted an apocalyptic picture of the future by suggesting that disruptive technology could make 40 million white-collar workers unemployed by 2025.

He also offered insight into the so-called “five pillars of disruption” – namely artificial intelligence and big data, 3D printing and materials science, advanced robotics, virtual reality and the ‘internet of things’.

“Disruptive technology is happening under our feet,” said Straw, opening the session entitled ‘Disrupted technology leads to Disrupted Consumers – the technology and the opportunities’.

“Something that takes three days now will take just three hours in 2024.”

Straw outlined the implications of advertisement-blockers on digital platforms, with the iOS9 enabling users to turn off advertising and TiVo Bolt making it easier to skip adverts on television.

He added that 63% of millennial iPhone users have downloaded ad-blocking apps.

“There are major opportunities and issues for gaming and games due to disruption to marketing,” Straw said, highlighting examples of digital recognition technology.

“Marketing all of a sudden will be in disarray, but advertising will have to become more relevant.

“I think a lot of traditional publishers will go bust. The ability for advertisers to get to audiences will be reliant on the creation of compelling content.

“It is about showing the right content to the right consumer at the right time. So it’s contextualised and personalised content. It has to be relevant to get engagement, so it will be crucial to find the right content producers.”

To underline the potential for disruptive technology, Straw highlighted the example of the Uber taxi application, which is branching out into food and parcel delivery.

“This is a reusable business model and shows how disruption on one level – for the taxi business – can move on to disruption on other levels – like the parcel delivery business.”

Straw also predicted that the full significance of virtual reality technology will become apparent in the coming years.

“Lots of people are moving into virtual reality and immersive gaming is going to be huge,” he said.

“The company that gets it rights and builds a library around the VR business is going to be the winner.

“They might invest and not see a return for two or three years, but then they will and it will be big.”

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