Cloud gaming to transform retail

This year’s launch of online streaming service Gaikai will offer publishers and retailers a chance to outdo each other on the emerging digital battleground.

And Andrew Gault, co-founder of Gaikai, says the cloud-gaming firm is in deep discussions with big names from both sides of the divide.

We’re speaking to quite a number of retailers, and none of them despise the idea we have,” Gault told MCV this week.

Gaikai offers near-immediate access to demos from the click of a banner advert displayed on various websites.

It was thought that publishers would be the clearest benefactor from Gaikai – allowing them to sell directly to the consumer.

Yet Gault says Gaikai can provide a new, aggressive and effective online strategy for bricks and mortar retail empires.

Gaikai represents a huge change to how publishers and retailers target the market through adverts,” Gault says.

Our service means that online game demos could redirect consumers straight to a retailer’s online store.

They could even redirect straight to a webpage with an in-store discount coupon, which the player would print out and take to a shop to buy the retail edition of the game.”

Retail sees how big digital distribution is getting, and they all want to be part of it – they all have web presence, and they all want to sell online now.”

The Gaikai team are now preparing to showcase the service at E3 later this month.

About MCV Staff

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