The term "connected TV" (CTV) refers to televisions that are either directly internet-enabled (such as Smart TVs) or the devices that may be hooked into a TV to stream material "over the top" of the internet. Smart TVs fall into the first category (e.g. Amazon Fire, Roku, and Chromecast sticks, Apple TV, PlayStation, and Xbox gaming consoles, etc.).
Since the days of video games seen in arcades, mobile gaming has steadily increased in popularity. Gaming started to replace reading as the normal manner of passing the time while on the go. This shift occurred everywhere, from playing Super Mario on your Game Boy in the back of the family vehicle to playing Snake on your Nokia during your lunch break at work. The advent of the smartphone, at that time, actually catapulted the popularity of mobile gaming to skyrocketing levels. Now, the next significant move forward in gaming is ready to take a side step from mobile applications to apps on the large screen: connected television (CTV).
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THE REORGANISATION OF CTV'S GAMING DIVISION
This transition from tiny, mobile displays back to the big screen is partly owing to an accelerated surge in the deployment of CTV technology during the epidemic. By the year 2020, more than seventy percent of individuals living in the United States, the United Kingdom, Norway, and Finland have already gained access to a smart TV in their home. At this time, eighty percent of families in the United States have acquired a smart TV, and by 2026, it is anticipated that more than fifty percent of households globally will possess one. During the course of the pandemic, an increased number of TVs were updated so that people could watch many episodes of their favorite programs in a row or play video games to pass the time while they were confined to their homes for extended periods of time.
Streaming applications are seeing increasing competition from new types of entertainment that are available only on cable television as ownership of cable television systems continues to rise. Gaming is now the fourth-largest category on Apple TV, with more than 1,300 free games and 1,200 paid games; it is the third-largest category on Amazon Fire TV, with more than 740 free games and 490 paid games; and it is the third-largest category on Roku, with more than 250 free games and 110 paid games. Already, the games that can be played across CTV platforms include a huge variety of different verticals and categories and elements, and they provide both single-player and multiplayer gaming modes.
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ADS THAT ARE GAMIFIED ON CTV
Even commercials on cable television are starting to take on a more game-like quality as viewers increasingly interact actively with their television sets. Ingenious advertisers have come up with new ad forms for cable television, such as eye-spy, "capture the QR code," drinkable, and quiz, while working within the confines of those formats and techniques.
In order to meet this shift toward gamification, marketers, advertisers, and developers working in the CTV arena are experimenting in the ad formats that they are utilizing in order to make advantage of very interactive alternatives. For instance, Brightline offers in-stream interactions, in which viewers can simultaneously watch an ad or live stream while scrolling through relevant products or playing a game; TheViewPoint offers carousel and ad selector formats, both of which open up a wealth of opportunities for gamified ads; and CNN offers a one-click reveal format, which is perfect for the gamification of trivia and other types of informational content.
It should come as no surprise that CTV will be included into games in the years to come. There is no question that this is an area that app developers and mobile game creators should investigate and take the initiative to lead in.
SUMMARY
CTV gaming is a business that is continuously expanding, and developers that have expertise creating apps may make a substantial contribution to this market. A better likelihood of commercial success awaits game designers who are prepared to work within the constraints imposed by CTV platforms while also seizing the opportunity to explore, test, and develop new ideas.
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