EA: Games provides must adapt for connected TV rewards

March 20, 2013

Games providers face a number of challenges in addressing the connected TV market but there are huge opportunities if they approach the market in the rights way, according to Richard Hilleman, chief creative officer at games provider Electronic Arts (EA).

The key is for games providers to respect the time and money available to this consumer segment, and to develop games features that appeal to the market, said Hilleman, giving the opening keynote at the TV Connect event in London. He said EA will build games that have cross-platform appeal, with the ability for devices such as tablets and TVs to interact.

Games can be delivered to connected TVs via apps, browsers and streaming. Streaming delivery is currently the primary route to market for connected TV games, said Hilleman. He said the use of HTML5 would also help transform the gaming experience on TVs. However, gaming companies would have to make the software stack on connected TVs work to its maximum capability to deliver a compelling experience.

Source: Digital TV, March 19, 2013