After a bit of a lull in 2020, Western telco activity in cloud gaming is at its strongest during this year, according to Ampere Analysis’ “Cloud gaming and telcos: strategies, opportunities, and challenges” webinar, spearheaded by Piers Harding-Rolls, Research Director at Ampere Analysis.
According to the specialist, the theoretical commercial benefits for telcos to be accessing the cloud gaming market are multi-tiered. For example, he mentioned that it improves customer retention, creates consumer upsell opportunities, improves subscriber ARPU, generates new direct revenue opportunities, attracts new audiences into networks, creases the scale of billing business, and technologies and expertise are springboard to other commercial opportunities.
“Game services are very aligned to the new network technologies emerging in the market, so there is a very strong fit with the capabilities of those offerings. It makes sense to connect those with cloud gaming services,” Harding-Rolls noted during its presentation.
Furthermore, the Research Director at Ampere Analysis said that the pure-play streaming market is small but growing. Lastly, he analyzed how can telcos find their edge in a competitive cloud gaming environment, and he identified some key points, such as consumer education; the multi-nationally deployment to improve brand awareness and scale; content differentiation; the competition on pricing; correctly identifying the worth of game services; and experimenting with alternative monetization models.