Tag Archives: Sony

Value of original gaming IP

When my mind designed the sequels to a new Elder Scrolls game, Far Cry and Watchdogs I did not care about the revenue, I did not care about the revenue factors in gaming franchise, I was merely one creative mind devising new ways and new stories, because the story is everything, it really is. 

Consider the intro and staging of Far Cry 3 against Far Cry 5, the stage of Assassin’s Creed 2 versus AC Unity, or AC Origins versus AC Odyssey and you might get a glimpse of that setting. In all honesty, I never considered revenue in any of it, but I realise that it is a driving force of the houses that publish them. Lets face it, would Mario exist if we did not consider the value of the $650 million it represents? In that same light Call of Duty, GTA, FIFA and Zelda, they all represent a serious level of coins. As such I see the need to continue some franchises, yet  wonder when we test their push for the storyline, how far will some get?

Consider in all this that the Elder Scrolls represent less than a billion, Skyrim alone represents half a billion dollars and has sold over 20,000,000 copies. And let’s face it, we always want to do better than the previous one, which is what drove me to set the story design of Elder Scrolls: Restoration.

Yet even as we see more versions of a game, Apple and Google are driving the need for original IP, it is the larger drive in gaming, not because it is Apple and google, but because the makers see that the original IP can be the beginning of a massive drive towards a system. There is also the fact that when we get a new system we do not want to play the same game over again on that system. 

Yet there are exceptions and they tend to be System driven. The Last of us on PS3 and PS4. Skyrim xbox360 – Xbox one and PS3 – PS4. Pretty much anything involving Mario, and the list goes on, yet Google and Apple do not have that yet and they need to rely on original IP to get the people in. That part was shown all the way back to the Nintendo 64 and the first PlayStation. 

IP that is owed is easier to evolve and more important, when the first game is a hit, it tends to be easier on revenue expectations as well. However, as we look at Apple, we see the need and the logic to have the subscriptions, yet when we see a game like Pilgrims with a mere 14,000 subscribers, the path for Apple is still less than stellar. Now we can push franchises like No Man’s Sky (Hello Games) there, however if Apple is to make a name for itself, it needs original IP, an original RPG, and original racing game and so on. that will drive sales, that will drive longevity in gaming and in a $120 billion industry last year alone, it makes sense to carve a name for yourself.

Yet there is also the stage where the expected and the non-considered walk. When I started to first design an original IP, was it truly original? It was (for the most) and I even added a new game mode that none had considered. Arcade is the way we consider, yet who has considered ‘historically accurate’ as a game mode? 

In this I wanted a more original RPG were the stage is Scandinavia (Norway and Sweden mapped), where you start in the land and get a choice of three places to start, from there you grow your village, grow your interest on the terrain and grow, after which you need to plunder, need to destroy your neighbours and add to your place (and take it from there), an RPG where you can set the rune tone to one god and receive the back handed prayers in success. Yet how can we link ‘Arcade’ and ‘historically accurate’? Well there we get the test of how good a person can play and basically they play two games. Even as a person buys provisions (with real cash) to get an advantage, they buy more, because the purchase in an arcade also comes with a ‘boon coin’ in the ‘historically accurate’. So if a person buys a load of fish in Arcade, they also get a boon coin with a fish in the historically accurate, which sets the chance to find a fish shoal to 100% there. Get two for the price of one. The same for weapons where a kart is bought for one side and the other side gets the smithing coin, giving them a 100% chance of a quality forged weapon. I even set out the stage that an actual player in one village would influence the growth in the virtual version where another player is a neighbour (like choice of stone, location and direction of growth)

I also wanted to make sure that ‘historically accurate’ was there to show that life is not a game and when we slice and dice like in Viking: Battle for Asgard, yet I thought that the game was too small, it was too easily defeated (except the boss at the end) and even as the game had good points, I wanted to see this game in a much larger setting. I wanted compelling to translate to addictive and I wanted a lot more to stand out, I also wanted to make sure that the choice of a god rune had a much larger impact, so over time as people played the game, they would have a new experience if the village rune stone was not set to Odin, but to Loki, Thor, Balder, Frigg, Vidar, or Tyr. What benefit do you want to see? And when chosen in Arcade it will be the set stone for ‘historically accurate’ as well. As such as the history of your village evolves we see that people realise that the impact one would hope for in Arcade would have a different term in the ‘historically accurate’ (HA), we forget in playing that famine was a real think in those days, as was disease and that could go from village to village. We could push it to Greece on the same premise and see where this leads, yet Scandinavia where the weather would have a much larger impact seems to be a more preferred personal feeling in this. So how many games take that into consideration? 

Yes, games like Fallout have a survival mode and there we see “The only means of physically saving the game is to sleep in a bed, on a mattress or in a sleeping bag. The exit save function is still available, but is a temporary save that is deleted automatically upon loading“, it is almost like hardocre mode in Diablo, how many times did you have to die before you figured out that running into batle is as stupid as it could be? As such the HA mode will give the player a much larger consideration to what he’s doing, it is not intend to drive microtransactions, which is why you can optionally only buy stuff in the arcade mode and only the real gamers and winners will get through the game without ever buying anything, that is why I would add an achievement named ‘no purchase required’, how many games heralded the need to not embrace microtransactions? 

It was a stage that my mind evolved over a few days and that is the easy part of the creative element in a game, I wonder how many creative minds are out there in the gaming industry, because I feel personally that people like Sean Murray and David Braben are as rare as it gets in this industry (no insult to other game makers intended), for me it is a stage where I see where places like Apple Arcade (and Google Stadia) are and where they go, so far I am actually not that impressed, not when it comes to companies this big.

 

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Twenty twenty is visual

Yes, we are in the new year, yet this year (according to Forbes at https://www.forbes.com/sites/zakdoffman/2020/12/29/us-and-china-technology-conflict-heres-why-2020-is-so-critical/amp/) will be a lot more critical than anyone thinks. Yes it is about Huawei, however not in the same lame way that the US administration brings it. Here we see: “Huawei has 42% of the huge Chinese market and more than 25% of the Russian market to get it started. Then on December 28, China’s state media announced that its “Beidou” alternative to America’s GPS satellite navigation system will be completed“, now this is a different kettle of fish. It is not about government intel (in a way it is), it is about who gets the data and the lies that seemingly originated at the oval office are now no longer about ‘the chinese government connections’ it is more about how the US government is not getting the free data that they have had for so long, moreover as we take notice of “But Beidou—“Big Dipper” in Chinese—will not stop at China. It will focus on converting markets in South East Asia, Africa and Eastern Europe, price- and investment-sensitive markets” we see a much larger concern for the yanks, they are at risk of gaining access to a little over 50% of all given data by the end of 2020, that is something to notice, and in my view they had it coming. They make one accusation after another and never show any data to support it. Even now (yesterday) as we see the number of links of TikTok and data, I was able to find well over a dozen US sites where the advertisement of the TikTok app continues, one is called seemingly hypocritical national security (I actually do not know the Tik Tok situation), the other is money and money trumps Trump.

I am baffled why the US would think that this free reaping would continue, I am actually amazed that Russia did not have its own version of software ready. We even see “Russian President Putin described the U.S. campaign against Chinese technology as “the first technological war of the coming digital era.” His point was that this is the start of something much greater and more significant“, he is right in more than one way. Do you think that I would offer my IP to the US when I know that I am getting lied to? I wonder how large the failing list is actually hitting Google and Facebook, the fact that people are intentionally getting misinformed should show up in their numbers as well. For those who have no real affiliation to Social media, China is becoming more and more interesting, the moment that it has a real Facebook equivalent, we will see a much larger jump. For Google the mess is not that big, YouTube is an engine that people cannot live without (pretty much the medical condition is ‘acute VideoitisfromYoutube failure‘) so as we cannot get treated on that, we will continue in the YouTube realm. I personally believe that if the news was a year ago that China was launching its own services the news would have been accepted differently, the entire ‘China is all about spying through Huawei‘ got us on the wrong foot, just like Iraq, just like two other events afterwards the US have been handling billions of free voices and the free voices are through with a lying party like America.

So whilst we take notice of “For China, it will increase its independence and influence. For the U.S., its grip on key standards will loosen and for some of its key players there are risks they could loose material market share“, that is the ballgame, the ‘loose material market share‘, until the beginning of the internet, the US has never had an equal in this fight and in the economic place they are now they are scared. Consider the interest on $23,000,000,000,000 all whilst they are facing a technology user setback of 10%-25% in the first year, and as Asia, Russia and Europe start folding away from the US solutions the interest is impacted and can no longer be paid, for example try the Apple solution for $1749 (down from $2365) and as things ‘suddenly’ become affordable for the people, think of how the population reacts to the coin grab of 2010-2019 when they were trying to make ends meet. This technology wave will follow an anger wave that the US is unable to stop, and beyond that, Huawei has a much larger base soon enough. In Saudi Arabia Huawei was able to set the stage of a strategic memorandum of understanding, healthcare is only the first step and as it shows the progress it will entice Egypt and India, at that point Huawei will achieve two paths that the US only hinted at and sneered (their version of enticement) for well over 10 years whilst never delivering. The people who decide things saw no eager listing to pursue, now that the numbers are getting called in 2020 and 2021 the game changes and there have been too many lies (oops, I meant ‘intentional misrepresentation’) coming from the US players.

And as the EU gives us: ‘European Commission chief Ursula von der Leyen voiced skepticism Friday over involving Chinese tech giant Huawei in the rollout of Europe’s 5G networks amid concerns its equipment could be used for spying by Beijing‘, we see that optionally the career of Ursula von der Leyen will be cut short too. She might be the President of the European Commission for a month now, but I am certain that her history lessons included the time when we hung those who hid behind ‘befehl ist befehl‘ and even now, as we traverse that time, the US will not have any dimes to sit on, those spreading the US message without evidence could be demanded to be called on, even now as Germany (and India) are moving against the warnings of the US, warning that have never seen any real evidence since the beginning, will now have a coin marker, people like Ursula von der Leyen will see that as other European nations demand evidence, their place in the hierarchie will seem unholdable, held together by US promises that they will fall back on and fold on when the moment is nigh. That is the ball game for the US and the Europeans will not have alternatives, especially as Nokia is showing several cracks in their veneer, as their 5G outlook changes and as the backlash of bribery scandals, the US will find themself in a stage that is not holdable, and they are not alone, Ericsson is right there next to Nokia when it comes to scandals and the US was not ready for that. The impact will be larger than they expect and that part will bite too. When the EC members will look towards alternatives and there is only Huawei, they will shift gears and give the boot to whomever supported the US and stopped them to get their bonus, people are easy to anticipate in that regard.

If only there was direct evidence of the US claims. There was a reason why I used the Colin Powell and silver briefcase example in the past, there was no way around it, the game that was being played was short for whomever was counting the cards and too many were out in the open, the US had two plays left and they chose the wrong one. That becomes more and more clear when we look at the actions of Sony last October, that setting changed the anger levels of Third Point to some degree, and as I cannot tell who was right, the fact that Daniel Loeb lost out against the Sony view ”no concrete proposals to improve the business“, who is eagerly spending a billion to get on the market is a larger issue than you can imagine, the Japanese government has a larger stake in all this then even I can surmise. Japan will have to take on a few players and they are behind (really behind), yet they are all in it to win it and their ego’s will collide, the US will have to find new areas to push against and as we see that this is being fought, we also see the American dream is under pressure of failing and that is one concrete version why the american corporate views are not what they are surmised to be, it will be a stronger difference as the year progresses, but I reckon that half way, when that American super villain Taxman has to give documentation as to the values it holds dear (numbers on a spreadsheet) we will see additional cracks, there is only so much that people will live for and the US has no reserves, it lost those a little over three years ago as the debt kept rising. In this as we saw one month ago that “Dan Loeb sharply boosted its net long position in equities,’‘ we will see managed bad news over the next 6 months that will reduce that position (as I personally see and anticipate), that will be the first (of many) cracks in all this and China is not merely a crack in their armor, it is a flaming hole the size of the Grand Canyon. And still my IP is outlasting theirs as they have no idea what they should have been looking at, it is becoming more than a spreadsheet user versus a visionary, the US status is becoming a spreadsheet user to someone who does not comprehend a cross tabulation, and that is not a situation that the US can hold up. 

In this all these solutions give China an advantage, because as we see more and more dubious statements from people who caress the limelight, we also see that the chinks in their armour are lighting up and that is where Russia and China only have to ask: ‘what is that?‘ (pointing at the chinks) and those people will not have the setting to answer. 

It is a stage we have not seen before and will not see again any day soon, but in 2020 it will matter, it will drive the global population away from any American solution. They will only have themselves to blame soon enough, they vied for it but will do anything to make anyone else pay and the people are taking notice, they are no longer willing to take the idiocy and the current American administration made it happen, at least that part has no push towards previous administrations. When that happens, the loss of revenue will increase faster and faster and all others are ready to step in wherever they can, I am happy I have no stake in any of the American hedges, their national product is about to lose value and a lot, I merely wonder how long it will take, as we saw in several situations in 2008, the $1.1B bill to Moody’s was paid without hesitation, I wonder what and who will delay the news this time around and those who got out late, will they have any recourse? I reckon not, at some point we will see certain academics make a statement that the technology sector was too complex and too covariant to clearly see any pattern emerge, at that point whatever rating existed will be thrown out and as we see that, the people will run to any technology that has proven themselves and at present that is Huawei (and Huawei only), that is the part the US is unwilling to see, even as we see the Verge (only three weeks ago) give us both “T-Mobile has been saying it’s got a smarter, sounder 5G strategy than both Verizon and AT&T” and “They also won’t support 5G on other networks, so if you switch carriers, you’re hosed” implying that there is no real 5G standard in the US and they are all merely marketing 5G whilst not having any real 5G (my personal view) and the Verge supports that view I have (at https://www.theverge.com/2019/12/16/20997594/tmobile-5g-600mhz-low-band-speed-tests-oneplus-samsung) when we see “you’ll never get the speed thrill of downloading an entire movie from Netflix or Prime Video in seconds“, all whilst the 5G advertisement is about that part alone, we see the hose job in the making and in 2020 that will not be tolerated by the people, in the US there is no alternative, yet Europe, Africa and Asia have other options which enables Huawei and that is the short play that the US is not ready for and the EU people are about to get a dose of reality soon enough, when the MoU that Huawei has signed show actual progress, Europe will run towards whatever shelter they can whilst ignoring the pleas from the USA, it will be that simple, people like Ursula von der Leyen will run towards what pays them and what keeps them safe, warm and dry, they will soon see that ‘befehl ist befehl‘ fell short the second time around too and at that point they will enable whomever has the technology and America is about three years late.  

It is the biting reality that 2020 brings, whilst the vision of twenty twenty is negated at every turn whenever possible and it is the ‘whenever possible’ part that will fall short soon enough (sooner rather than later).

 

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Can you figure it out?

Let’s play a game, let’s play the game called ‘Can you Figure it out?‘ In this case a very numbers worthy game has been called to attention twice before, so let’s have a look especially with Black Friday coming up (in about 4 weeks). Let’s play it shall we?

Breakpoint, normal PS4 edition is $37.88

Breakpoint, Steelbox Gold edition XB1 $95.68

Breakpoint, Gold edition PS4 $59.56

Breakpoint, normal edition XB1 $62.77

Breakpoint, XB1 digital code $59.99

 

Can you figure out the 5 prices? And they all come from the same vendor, Amazon! This is a game that had the enormous flaws, the design weaknesses and the discussion issues, Having two bare prices would have been enough, one for XB1, one for PS4, although they too should have been driven across the fold, and what is that about a code for downloading? Why is it priced differently? OK, that latter part is fair enough I think, yet it shows just how unremarkable the Microsoft download is. A game that should be 100% prices until the end of the year no longer is and it will be getting worse up to Black Friday, now 4 weeks away.

I expect Breakpoint to go down a few notches in price, the initial price setting has become that much of a debate, with Ubisoft it has become a buyers’ market, they decided not to learn. Then there are the lightning errors, to see through the window of a bunker has a better light differential, then to just be outside. There are a few more that I noticed, but there could be an alternative approach to events, so I keep my cool.

However, one of the posters on YouTube gave an interesting view (for PC) that he had to lower the resolution to 1080p to deal with the performance of the game, so this game might not be actually playable (on any decent resolution) on anything but a PS Pro, or a Xbox X version (mere speculation by yours truly).

And still, beyond all the facades, beyond all the versions and mapping issues, this as well as the later far cry versions are as close as a playable version of Midwinter as this is going to be. Yes, for some that title is a revelation, but it is what it amounts too, a version that is as close to as the original in a version that is as crazy as possible. Yet in all its shape and all its flaws it is what the player is willing to pay for it, that is the game that Ubisoft invited, that is what ‘failed to complete‘ enticed. An AI that is esteeming below what an AI should offer, and that is merely in game vision, apart from that the colliding parts of one person against simple events like a barricade, or a wall.

In the end, the game that should have been a whopping 75%-90% was merely a 56% by metacritic; PC Gamer (probably because of the resolution issue) gave it a mere 40%, that is the consequence of not properly testing a game before release, if the entire Call of Duty path is part of their decision, the entire matter becomes a larger hoax. And that is not even the largest issue, the larger issue is that we stopped anticipating a 85%-95% game from Ubisoft, so any Ubisoft game will have a lower expectation, from the lower starts of -10% to a maximum of -15% away from the 100% of a near perfect game should be regarded as. That is what they are now fighting for, with Watchdogs: Legion being a game with a rating no more than 70%-85%, the revenue that it should promise will abstain, people will wait for the 50% discount, that is what Ubisoft will be fighting. The eternal fight against average, in case of Ubisoft it will be most likely a rage against average and avarice. For a lot of ‘fans’ it is a rather large problem, I was looking forward to Legion, so the anticipation of that game being within certain levels (an 80%+ game) is rather important and I am considering that Ubisoft will try to make it a game that is over 75%, the problem is that to understand this slide of quality is to expect us to figure out what Yves Guillemot will do.

No matter what their decision will be, it will be out of our hands and in the hands of a reacting population of gamers that have had enough and that is the part that is still willing to consider Ubisoft and do not go directly to Activision’s Call of Duty.

From this point until the end of the year will be intense for Ubisoft, but they did this to themselves, no one can tell us any different on that.

 

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What I experience versus how it is seen

That is a fair issue in gaming, we experience gaming in a different set of parameters and that is how is has been like forever, yet I believe that the constraints of this tug of war has met its end. Gaming is now experienced in a whole range of different slots (online gaming, mobile gaming, console gaming, pc gaming) that people are seeking a red line, there are those who were there before and those who are here now and they both what to get a finality in gaming.

It makes sense, but not to all the gamers in the land. I came from the very beginning. The CBM VIC-20 and the Kempston controllers; there had been a gradual increase to all our controllers and until the first console era (Xbox/PSX2/GC) the stage was set, now we get a whole range of controllers, all set to a stage of someone, and the controllers have been used to gain the upper hand. Luckily the difference between Xbox and PS4 is not huge, so overall we keep abreast of any ‘new’ developments. Now we are getting haptic controllers, which will be a new sensation for some, but the issue is that we need to experience gaming in a real news sense and there the plot fumbles and dies.

Now that we are facing 6 iterations of gaming, it becomes more and more essential to embrace a form of gaming, as gaming is going to enhance our lives and how we interact with the systems we play. Let’s take a look at the options:

  1. Forza Horizon
  2. Tombraider
  3. Minecraft

3 games, three very different games and just these three will benefit differently from whatever controller is out there. Forza the car simulator will need haptic for counter steering, but in the end is is still a controller, Tombraider needs haptic for its bow, yet it is still a person going through mazes, and in Minecraft we get to chop and bow enemies. Yet these games can be played on an of the 6 systems, so how can those systems endure next to one another?

It is a setting what we are getting confronted with when we get headlines like ‘Here’s Why PS 5 With Haptic Feedback Tech Will Change Gaming‘, there is no setting that will get the same on a Microsoft Xbox, and it is not expected to be. Even if Microsoft gives it a different name, they will be around and we get an entire market streak that is befuddled and stated towards misrepresenting what people face. To give you already the go ahead, ASUS gives us “Oh, and the haptics are fantastic. The phone has two vibration motors that deliver excellent feedback during gaming and everyday tasks“, so we get haptics with our mobile gaming as well!

Beyond that Microsoft and Sony give the talk like we expect them to, yet in an age that now include Apple, Google, both streaming and dedicated gaming, as well as Nintendo, what should be there, is not. Instead of finding the differences that make gamers play on different systems, we see a push to make the systems all compatible, so that they all can give us Fallout shelter and Gems of War so it can be equaled on all 6 consoles, with no difference.

Why?

In the next games like Cyberpunk, System Shock, we could get the entire division in another way, when we ADD HARDWARE. When we do not the system takes over, but to set the stage in a field where our mobiles become our virtual keeper, or have an upgraded model that has such a feature, that is not in the plans, and it is so directly essential to create a new awareness of hardware and options.

And the past has been facilitating towards these boundaries, yet neither Sony, nor Microsoft has been considering this jump ever. How weird is that?

Console gaming

Console gaming has not met any changes since the beginning, when we consider the games on the PSX2 versus PSX4, Xbox VS Xbox One X we see a range of software but that is it, where has been the upgraded gameplay? Merely games that merely needed more resources? That has been the setting for al video games at present, and that is now the one element that will stop the next wave. Yet we all want the new powerful console, and for the most we will not care if we go from PS4 to PS5 or from Xbox One X to Xbox Two Ultimate. I merely believe that the one increasing game play to set to PS4/Xbox One X to or PS5/Xbox Two AND install a direct setting to the mobile (depending on game) had an advantage.

And it is not new! Going back to the GameCube, those with a GameCube had the option to link both their GameCube and their Gameboy advance with a cable, in certain games the Gameboy became the mini map, and it is interesting that in an age with apps and blue toots this connection has not been explored more. It goes on beyond the game itself, the gaming center has not been evolved and considered in some social media foundation, it is like they all were waiting for Facebook to take the lead in a world where they wanted to be the only player. A gaming center could be the surrounding world were people would look for like-minded fans, we see that in Google YouTube every day, I wonder if the new consoles set the world in gaming experts, gaming explainers and players. This need is essential for the next gaming world, merely for the reason that gaming is a stage of evolution, at present it stopped evolving and that is a bad sign.

We still have a year ahead of ourselves, I wonder if this year will show a new year of gaming, a new beginning of gaming. I hope it will be so and I hope that the larger players will up the ante towards gaming; it is the only way to up the game.

 

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Brotherhood of Heineken

As we stepwise push forward towards 5G, we think that it all stays the same, it will not. A few parts will change forever. Google has an enormous advantage, yet they too are now pushing for different changes, changes that they had not seen coming a mere year ago. In this case there is no direct link to my IP, so I am happy to give you all the inns and outs of that part (pun intended).

To start this we need to consider a few sides, all with their own premise. The first is the focal point:

4G: Wherever I am
5G: Whenever I want it

That first premise is a large one, it is not a simple localisation part, it is all about getting access at a moment’s notice, yet what we need access to changes with the push we face. The initial part is the creation and the impact of awareness. As we re-distinguish ‘awareness’ the metrics on awareness will also change and for the first year (at the very least) market research companies on a global stage will be chasing the facts. They have become so reliant on dash boarding, Tableau, Q-view and Q Research Software will all have to re-engineer aspects of their software as they fall short. Even the larger players like SAS and IBM Statistics will require an overhaul in this market space. They have been ‘hiding’ behind the respondent, responses and their metrics for too long, the entire matter when the respondent becomes the passive part in awareness is new to them, and that is all it is, it will be new to them and the constructs that are behind the active and passive interactions will change the metrics, the view and the way we register things.

Google has the advantage, yet the stage for them will take a few turns too. Their initial revenue stream will change. Consider the amount of data we are passing now, that amount also links to the amount of ads we see. Now consider that everything in 5G is 10 times faster, yet 10 times more ads is not an option, so they now face revenue from 10% of the ads compared to what we see now. In addition to that, as we adjust our focus on the amounts we face implies that more advertisement space is optionally lost to the larger players like Google and this too impacts the stats for all involved. Google will adjust and change, in what way, I cannot tell yet, but the opposition is starting to become clear a in this example we see Heineken, a global established brand who now has the option to take the lead in 5G awareness.

Introducing

Ladies and gentleman, I am hereby introducing to you the Brotherhood of Heineken, in this fraternity / maternity, we invite all the lords and ladies of their household to become awareness creators towards their brand. In the Netherlands thousands are linked through a company like Havenstad and similar operations, this stretches through Europe and all over the place going global. These lords and ladies can earn points in the simplest thing, by setting a stage for Heineken to spread the message, we see that the initial power is with the consumer to support their brand. Awareness and clicks are converted to points and that leads to exclusive offers and rewards. Consider the unique stuff that Heineken has given to its professional public now for all to get, to buy and to earn. Bags, coolers, clothing, accessories. For decades we saw the materials created and most of us were envious of anyone who had that part others did not, now we could all earn it and because Heineken (Coca Cola too) have created such an arsenal, these players could take the lead in pushing their own awareness to new levels.

Now it is easy to say that Google is already doing this and that is partially true, but that equation will change under 5G and these really large brands could pay a fortune to Google or take the lead and create their own powerhouse and in this day and age that powerhouse will become more and more an essential need. Anyone not looking and preparing to this will hand over opinion and choice to Google and watch how that goes, yet consider that some sources gave us a quarter ago: “Google will remain the largest digital ad seller in the world in 2019, accounting for 31.1% of worldwide ad spending, or $103.73 billion“, now consider that they need to grow 20% quarter on quarter and that in two years that metric has changed and as such the ads could cost up to 30% more, now do the math on how YOU will survive in that environment.

Samsung, Proctor & Gamble, Coca Cola, Nike, Heineken, Sony, Microsoft will all face that premise and that is how it all changes. As we see that the metrics will have reduced reliability, the market research players will need time to adjust and in that lull a player like Heineken can create its own future and set its digital future in another direction to exceed their required expectations. This step seems short now, but as the stage alters it becomes an essential stage. Google may remain in denial and oppose that this will never happen, but the data and metrics are already suggesting this path and that is where we are now; the option to be first or pay the invoice, what would you do?

I believe that the visibility starts to get a little focal just before 2020 games, and it is in full view before the 2022 Beijing Winter Olympics, and in full swing by the time the 2022 FIFA World Cup in Qatar starts. These two are close together and the people will pay through the nose for that visibility, especially the European parties in all this. I expect a more evolved 5G advertising stage via apps as well, seeing ads to unlock premium view and data is likely to happen, all this is coming to us and our view of advertisement will alter to a larger extent. We will be told that this will never happen, it is not how they work, yet they are deceiving and lying to us. Consider that change in the last 25 years alone, in 1994 advertisement through printed medium and TV was at an all-time high, they all claimed it remained this way, within 5 years that stage was already changing with online ads to some extent and the slowing of printed medium, in addition the international channels would push into national advertisement. A mere 5 years after that (in 2004) it started to take off in earnest and would increase revenue to over 100% in the 4 years that followed. Between 2005 and 2017 that would push from $6 billion to 26 billion, do you really think that their words holds true? To keep that growth and their need for greed the metrics and approach has to change, there is 0% chance that these players will accept a growth of data based impact of a mere 10% of what is was in 4G, there is too much riding on this.

For the largest players there is an alternative and it will not take long for them to set the stage to this and start finding their own solution to keep awareness as high as possible. If you have to pay through the nose to keep awareness or create the environment to reward achieved awareness, what path would you choose?

Let’s not forget players like Heineken did not get to the top by merely offering a really good product, they offered a lot more, a view, an awareness that all embraced; Sony learned that lesson the hard way by losing with a superior product against the inferior competition (Betamax versus VHS). 5G will set a similar yet new battle ground and for the most the media is seemingly steering clear for now.

That is with the nice exception of Marketing Interactive, who gives us (at https://www.marketing-interactive.com/going-beyond-the-big-idea-creative-leads-on-5gs-impact-on-advertising/) “There is no denying that the rollout of 5G will change storytelling and the consumer journey“, it is a true and utterly correct view. They also give us: “creatives need to evolve from old habits and stop hiding behind “the big idea”. “We, as creatives, need to evolve from old habits, stop hiding behind “The Big Idea” and evolve our creative process and creative structures to be based on this new digital reality, to create content based on this new innovative context“, this is the view from Joao Flores, head of creative, dentsu X Singapore and he is right. We also get “For agencies, the opportunity calls for unorthodox alliances to make sure our creativity is the beating heart of this quiet revolution“, which is true, but it ignores the alternative path where the largest players start getting this path in house and in light of the two revelations, we see that during the last decades players like Heineken had been doing just that and that makes them ready to take on the 5G behemoth and push the others into second place or worse. There is a need to have expertise and many do not have it, but in that Heineken has been different for the longest times. It is most likely due to the unique view that people like Freddie Heineken had on their market and consumers. You merely have to realise that they were the first to embrace ‘Geniet, maar drink met mate‘ (enjoy, temper your drinking) it was a slogan that came into play around 1990, as well as ‘Drink verantwoord. Geniet meer‘ (drink responsibly, enjoy it more). All pushes to set a better stage, it is there that we see that a new push could be produced by players like Heineken.

We see so many more paths opening, but in all this the one overwhelming side is not what paths there are, but the stage of metrics that they all rely on, as such having control on the expenses as well as the foundation to create a reliable stage for their metrics will be a first soon enough. Not merely: ‘Who is your population?‘, it is the stage where the passive and active awareness can be differentiated on, that too will push advertisements and the applied visibility through 5G apps and 5G advertising and how the funds are spent, that will be the question that impacts player like Google Ads on the next 24 months, because if they do not do that, their quarter on quarter growth will suddenly take a very different spin, and they are not the only ones affected.

 

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The biggest issue

The Guardian has given us several articles, by themselves there is nothing strange there (well there is), yet it is when we look at them together that an image starts to form. It is united that the larger problem becomes visible and the fact that a larger group is not catching up to this is a worry.

The first one is ‘Greta Thunberg hits back at Andrew Bolt for ‘deeply disturbing’ column‘, which happened less than 12 hours ago (at https://www.theguardian.com/environment/2019/aug/02/greta-thunberg-hits-back-at-andrew-bolt-for-deeply-disturbing-column), then we get ‘Revealed: Johnson ally’s firm secretly ran Facebook propaganda network‘ (at https://www.theguardian.com/politics/2019/aug/01/revealed-johnson-allys-firm-secretly-ran-facebook-propaganda-network), as well as ‘Brexit, cycle lanes and Saudi Arabia: CTF’s Facebook campaigns‘ (at https://www.theguardian.com/technology/2019/aug/01/brexit-cycle-lanes-and-saudi-arabia-ctfs-facebook-campaigns). Now let’s start up that on the whole nothing wrong was done by the Guardian. They reported and we can agree that reporting is what the Guardian does. Yet the larger issue is not what they do, it is what we are not getting that becomes the issue.

It starts with the Houthi attack on Dammam with missiles, a missile attack on a civilian target, Al Jazeera informs its audience, but the Guardian is not there. Bloomberg, the Guardian, basically the Western Media are all shunning it, yet they go to lengths to waste paper on the issues that “Women in Saudi Arabia will no longer need the permission of a male guardian to travel“, however the BBC did report on ‘Houthi missile attack on military parade kills 32‘, where we are told that “The parade in the southern port city of Aden was targeted by missiles and an armed drone, a Houthi-run TV channel says“, yet it seems that it was limited to the BBC, the near complete Western Media ignored that one too.

Now, I can accept that plenty of people are no fan of the Kingdom of Saudi Arabia, yet to shun attacks that cost lives is new, they all group together to give accusations without evidence (that journalist no one cares about), yet actual events are shunned. It is a new level of discrimination, it is political discrimination, where unwelcome groups are given exposure when it can be tilted to the negative side of the seesaw and the more negative it gets, the larger the exposure.

Now, let’s get back to the first article, because that is seemingly not linked. With the Quote “The widely read Herald Sun columnist and Sky News commentator used his significant platform to take aim at the 16-year-old campaigner, dismissing her followers as members of a cult and disparaging her decision to sail across the Atlantic in a high-speed racing yacht to attend UN climate summits in the US and Chile“, as well as: “The highly personal character assassination published in Rupert Murdoch’s tabloids repeatedly referred to Greta’s mental health, saying she was “deeply disturbed”, “freakishly influential” and “strange”“, yet in all this, we see no exposure on how that information was acquired.

As I personally see it The editor of the Herald Sun, Damon Johnston, as well as his fucked up sidekick Andrew Bolt did something in addition, is it the small part “the evidence does not suggest that humanity faces doom“, all that to hide the smallest snippet to oppose the environment. It actually gets more interesting, that is when we consider the case that Justice Bromberg presided over. When we consider “Herald Sun columnist Andrew Bolt and his employer Rupert Murdoch’s News Corp clearly violated the Racial Discrimination Act“, we could argue that he could face court again in this case. When the case was judged and we get: ‘The lack of care and diligence is demonstrated by the inclusion in the newspaper articles of the untruthful facts and the distortion of the truth which I have identified, together with the derisive tone, the provocative and inflammatory language and the inclusion of gratuitous asides‘, we see the chance that history might repeat itself. The article (at https://independentaustralia.net/business/business-display/andrew-bolt-continues-on-about-adam-goodes,12947) gives a lot more, what is key here that the Guardian exposes it and that is good, I have no issues with it. Yet it also shows the lengths that Murdoch media goes through to set the stage in one place, whilst other parts are seemingly intentionally ignored. Perhaps some of you remember the mental health escalation at Martin Place in 2014. Rupert Murdoch acted personally and the responses like ‘Rupert Murdoch’s Response To The Martin Place Siege Is As Tasteless As You’d Expect‘, as we were given: “AUST gets wake-call with Sydney terror. Only Daily Telegraph caught the bloody outcome at 2.00 am. Congrats“, it seems to me that bloodshed are his bread and butter, it also is seemingly implied that as long as it is not Saudi Blood, Rupert Murdoch has no issues. Some gave us: “the hostage situation as the work of an IS “Death Cult CBD Attack”, something we labelled at the time – and will continue to do so – as one of “the most vile, deliberately inflammatory, fundamentally wrong and wholly speculative front covers in the sordid history of Australian print media“, all whilst from the beginning, within a few hours it should have been clear that not only were the journalists not doing their job, the issues that in the beginning, hostages were seen holding an Islamic black flag against the window of the café, featuring the shahadah creed. It was wrongly identified by the media and the part where Monis later demanded that an ISIL flag be brought to him should have been clear that this was not a terrorist, at the most a wannabe, and more viable a person with mental health issues, but as I personally see it, Murdoch and Channel 7 were all about milking the event as much as possible.

At what point is journalism about milking?

The fact that this was buried as fast as possible is another part where we see a mingling of political discrimination, racial discrimination and religious discrimination and no one is telling Murdoch in clear language that it needs to stop.

The other two

Ok, it becomes essential to get to the deeper side of the pool here. First of all, there is a larger setting that has not settled. The accusation is twofold. The first is actually the one that does not work for the campaign players. It is also reported by CNN through ‘Facebook announces first takedown of influence campaign with ties to Saudi government‘, even as we accept “covert campaigns on Facebook and Instagram in a bid to prop up support for the kingdom and attack its enemies“, CNN et al are not reporting on the media blackout that is pushed out towards Saudi Arabia either. So anything that makes Saudi Arabia look like an attacked victim is suppressed, whilst actions by Saudi Arabia are spun to its most negative path and spattered over all media and all social media. Yet as the article gives us: “Facebook has hired staff with backgrounds in areas including intelligence, law enforcement and journalism to be part of a team finding and closing down coordinated campaigns on the platform, including some spreading disinformation and linked to nation-states“, it is equally absent in the case of “bogus mainly far-right disinformation networks were not identified by Facebook — but had been reported to it by campaign group Avaaz — which says the fake pages had more Facebook followers and interactions than all the main EU far right and anti-EU parties combined“, so we get one group with a following of 13 million in the past three months, with a following larger than all the European main party pages of the far right combined. Yet in all that, Saudi Arabia was specifically mentioned (they also illuminated the false pages of Iran). It is shown in a larger degree with: “Avaaz reported more than 500 suspicious pages and groups to Facebook related to the three-month investigation of Facebook disinformation networks in Europe. Though Facebook only took down a subset of the far right muck-spreaders — around 15% of the suspicious pages reported to it“. The fact that Facebook only took down subsets that represents 15% of the reported pages shows that there is a larger degree of political discrimination in play and even as some are overly clear, that larger extent shows that Social Media is optionally promoting to some degree the survival of Racial Discrimination, Political Discrimination, Religious Discrimination and Age Discrimination.

It is the revelation of: “vote manipulators are able to pass off manipulative propaganda and hate speech as bona fide news and views as a consequence of Facebook publishing the fake stuff alongside genuine opinions and professional journalism. It does not have algorithms that can perfectly distinguish one from the other, and has suggested it never will“, it is at this point where the realisation grows, when we add the two elements and we add the fact that the media is filtering what we are ‘allowed’ to know, it is there where the larger failing becomes clear, it is the axial and the seesaw of illumination of the view that opposes clear news, the media is now part of the problem. And it is there where we see the wisdom of TechCrunch with: “loud Facebook publicity effort around “election security” looks like a cynical attempt to distract the rest of us from how broken its rules are. Or, in other words, a platform that accelerates propaganda is also seeking to manipulate and skew our views“, it is merely part of the issue, it is not merely Facebook, it is the Media to a larger degree, their alliance is towards the Shareholders, the Stake holders and the advertisers, in that the larger issue is seen, those who advertise are optionally the controllers of what we see is possible, and that is where the truth is pushed out of view. It is seen in one final swoop when we consider the key word “Neom City“, a project like that, a project initially designed to be well over 30 times the size of New York, a project that has well over half a trillion dollars, set to construction, engineering and IT, should be on the front page of EVERY Newspapers, yet when you seek, you get Bloomberg last January (at https://www.bloomberg.com/news/articles/2019-01-16/saudi-arabia-to-begin-building-homes-in-futuristic-city-neom) and Business Insider in October 2018 (at https://www.businessinsider.com.au/jamal-khashoggi-saudi-arabia-neom-megacity-2018-10?r=US&IR=T). The view that is part of Crown Prince Mohammed bin Salman’s Vision 2030 plan is silenced to death and that started before the journalist no one cares about vanished. In addition a new bridge that will connect Saudi Arabia to Africa is kept silent. In this day and age how does that make sense? I am looking at billions in 5G revenue in Neom City alone, as well as the underlying infrastructure required, opening a much larger need for the entire Kingdom of Saudi Arabia, all ready to be set to a much larger stage (when the first phase region is a fact), yet the media is more about the rumours of the PS5 which is well over a year away with 6,940,000 mentions, and that makes partly sense, it is about awareness and creating hype, so when we see in the Guardian “the latest revelations reveal that the company has pursued that approach more broadly, in the service of previously unreported corporate interests and foreign governments. And they expose a major flaw in Facebook’s political transparency tools, which make it possible for Crosby’s company – which boasts on its website that it deploys “the latest tools in digital engagement” – to use the social network to run professional-looking “news” pages reaching tens of millions of people on highly contentious topics“, so if it is about ‘provoking argument‘, we should see nothing wrong as Sony, Nintendo and Microsoft rely on that part 24:7. If it is about ‘involving heated argument‘, we still see no issue as this is Sony versus Nintendo versus Microsoft, as this has been the media bread and butter for close to 7 years and more. When we look at the ‘likely to cause an argument‘, almost nothing changes. It is the part I did not mention “without apparently disclosing that they are being overseen by CTF Partners on behalf of paying clients“, where we need to question the use of ‘apparently‘, is it or is it not mentioned? The Guardian did or did not do their job becomes the issue and yes, we can see ‘on behalf of paying clients‘, and how does that differ from Apple, Microsoft, Sony, Nintendo, Nespresso and a whole league of others? They are all in it for the money, the awareness and the creation of viral messages, over-hyped and often way too short on facts. That part is not given to us either and it is there where we see the interactions of layers of discrimination and ‘misinformation’ that is usually brought as ‘missed information’, I would personally see it as an exercise in ‘miscommunication’ and it has been happening for a much longer time. So when we get from the Guardian: “employees always operate within the law”, and if they take to the bank the task of giving positive visibility to the Kingdom of Saudi Arabia, is there an actual issue here?

The biggest issue is that we see the information that “It does not have algorithms that can perfectly distinguish fake news from the other, and has suggested it never will“, whilst the underlying issue is that what is not fake news is not that trustworthy either, it is limited to the filtering of shareholders, stakeholders and advertisers and Facebook has no clue what to do, they to relay on those three groups. The news for the longest time never gave us that part. As I see it people like Greta Thunberg will never get a fair deal here, not as long as people like Andrew Bolt keep on being regarded as Journalists. That part is seen when we see: “the evidence does not suggest that humanity faces doom” all whilst that statement is not scrutinised to the largest degree. The opposition to that claim can be seen in the simplest sentence by World Vision, their quote: “Globally, 844 million people lack access to clean drinking water” gives the goods, close to 10% of the population of this planet lacks access to clean drinking water. When we consider that a person can only survive a few days without water. How much danger is the population exposed to, does that qualify as doom facing? How many must die before the ‘humanity faces doom‘ is satisfied? It seems trivial, but it is not, that same media that ignores attacks on Saudi Arabia, that does not report on Houthi transgressions, acts of terror and other events also ignores Yemeni plight for water, food and medication to a much larger degree. So the question becomes a simple one, give us the list of parameters that must be placed on staging or dismounting the accusation that ‘humanity faces doom‘, when we realise that there is a larger collection of evidence, we merely have to set that stage to those elements. I am not stating that Greta Thunberg is right or wrong, yet we can look and accept that Andrew Bolt and his so called opinion piece on Greta Thunberg should be seen as triviality towards journalism and that does matter, because if that is allowed to continue, Facebook will never solve anything, as such the only way to solve it is to push media deliverers like Andrew Bolt into the ‘Fake News’ category so that we might find a solution. The fact that SBS called it an opinion piece and the Guardian did not is the larger failing, any opinion piece, especially those in newspapers, digital or not should be clearly labelled as such like [opinion piece] before the text begins, identifying those pieces will also change the way that they are perceived and we might get a better quality of journalism. When writers get $100 for an opinion piece and $200 for an actual journalistic piece (researched and all), the matter might resolve itself soon enough.

 

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