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Speaker 1: Pers Welcome to strictly business varieties, weekly podcast feature and

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Speaker 1: conversations about the business of media and entertainment. I'm senior

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Speaker 1: business writer, TV and Video Games Jennifer Moss as AI

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Speaker 1: fears run rampant in the entertainment industry. Google Cloud's Director

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Speaker 1: of Game Industry Solutions, Jackbuser, is at the forefront of

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Speaker 1: calling those concerns for the gaming sector by demystifying the

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Speaker 1: plans for the role of AI in game production. User,

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Speaker 1: who was a leader on the team that built up

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Speaker 1: Google's cloud gaming service Stadia, which shut down in January

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Speaker 1: twenty twenty three, is now overseeing developments in gameplay on

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Speaker 1: the Horizon and the evolution of live service games. Jack,

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Speaker 1: thank you so much for joining me today.

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Speaker 2: Hello, my pleasure. It's great to be here.

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Speaker 1: I'd just like to start at high level here with

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Speaker 1: what is your current role.

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Speaker 3: I lead games for Google Cloud. So if you're familiar

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Speaker 3: with Google Cloud, essentially we provide cloud services to a

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Speaker 3: variety of different industries. You can imagine financial services and

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Speaker 3: retail and healthcare, and games is one of our big industries.

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Speaker 3: So I've been doing that for a number of years now,

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Speaker 3: and we help game companies transform their business to meet

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Speaker 3: the needs.

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Speaker 2: Of today's players.

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Speaker 3: If you think about the games industry ten fifteen years ago,

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Speaker 3: and I'm sure many people seeing this now remember games

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Speaker 3: from back then. You would go to retail, you'd buy

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Speaker 3: a game on optical disc, you'd take it home, and

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Speaker 3: you'd play it, and that was essentially the end of

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Speaker 3: the relationship between you and that game company, unless, of course,

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Speaker 3: you went back to retail and bought another game from

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Speaker 3: them in the future. In those days, the game's industry

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Speaker 3: is largely a consumer packaged goods industry or a CpG industry.

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Speaker 3: But today the industry is completely transformed and is largely

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Speaker 3: an industry of live services. So the most popular games

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Speaker 3: today are these giant, never ending online live services serving

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Speaker 3: millions of players, and they never stop. The idea is

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Speaker 3: to keep those players playing in that game, keep them retained,

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Speaker 3: and have that sort of long term relationship with the player.

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Speaker 3: And so in order to make that transformation, you need

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Speaker 3: an incredible amount of horsepower in the background to run

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Speaker 3: what are called game servers, which track what all the

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Speaker 3: players are doing in the game, and analytics stack so

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Speaker 3: that you understand your business, you understand your players, databases,

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Speaker 3: so they can store all the things your players are doing.

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Speaker 3: And then today, of course AI and I know we'll

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Speaker 3: be talking about AI to make sure that you're revolutionizing

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Speaker 3: your development platform, making sure that your game development is

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Speaker 3: as modern as possible, as well as providing entirely new

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Speaker 3: gameplay experiences. So all of these things fit inside the

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Speaker 3: context of what I do on a daily basis is

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Speaker 3: really just help these game companies transform to meet the

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Speaker 3: needs of today's business in today's players.

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Speaker 1: You're in that role. Now, how did you start it out?

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Speaker 3: Oh my gosh, Well, I started out playing video games

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Speaker 3: at age four when I got an Atari twenty six

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Speaker 3: hundred and a copy of Space Invaders for my grandmother,

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Speaker 3: and I never stopped. I spent my entire life playing

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Speaker 3: video games. It's always been a huge part of who

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Speaker 3: I am, and so when I graduated from college as

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Speaker 3: an engineer, it didn't take me long to find the

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Speaker 3: games industry. Now, back in these days, in the late nineties,

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Speaker 3: almost thirty years ago, when I got my start, the

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Speaker 3: idea of somebody actually becoming part of the games industry

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Speaker 3: was like science fiction almost.

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Speaker 2: I mean, some.

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Speaker 3: People understood that you could do it, but largely as

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Speaker 3: a kid growing up, graduating from school, I didn't even

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Speaker 3: realize that was an option. But very luckily, you know,

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Speaker 3: luckily for me, I actually found my way to the

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Speaker 3: industry through a company, and I'm sure many of your

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Speaker 3: viewers will know this company, Dolby Laboratories, the same people

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Speaker 3: that bring surround sound into movies and TV shows and

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Speaker 3: those days were looking to provide that technology to games

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Speaker 3: because games were becoming, you know, high definition media, becoming

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Speaker 3: more and more high fidelity.

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Speaker 2: More and more immersive.

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Speaker 3: And so I spent my early careers career helping game

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Speaker 3: companies provide these like increasingly immersive experiences. From there, I

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Speaker 3: went to PlayStation spent nearly a decade at PlayStation running

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Speaker 3: many of their biggest online platforms. So I started out

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Speaker 3: operating a virtual world. If you remember those today we

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Speaker 3: call them Metaverse. Back then we called virtual world called

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Speaker 3: PlayStation Home. I ran PlayStation Plus, which was their premium subscription,

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Speaker 3: and even PlayStation Now, which was their game streaming subscription.

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Speaker 3: And it was a very very popular service that you know,

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Speaker 3: these services at least Plus and PlayStation Now to some extender.

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Speaker 2: Still continuing to this day.

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Speaker 3: So I then joined Google about ten years ago and

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Speaker 3: was a founding member of an online platform called Stadia,

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Speaker 3: which allowed you to stream games from the cloud to

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Speaker 3: just about any connected devices. And this was an extension

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Speaker 3: of my experience with PlayStation Now, which was a very

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Speaker 3: sim service over at PlayStation and so I spent about

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Speaker 3: five years working on that platform. We built it from

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Speaker 3: the ground up. It was the adventure of a lifetime.

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Speaker 3: I remember showing up at Google. There's about ten of us,

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Speaker 3: and they wouldn't tell me what I was going to

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Speaker 3: work on before I joined Google. And I showed up

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Speaker 3: and they said.

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Speaker 2: We're going to build a game platform.

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Speaker 3: I said, okay, well, where's everybody else? Six ten of

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Speaker 3: us here, But you know, a testament to Google, we

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Speaker 3: did it. We you know, started with just an idea

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Speaker 3: and a presentation and a spreadsheet and built it up

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Speaker 3: into a global platform released in countries all over the world.

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Speaker 3: So then about four or five years ago, I joined

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Speaker 3: Google Cloud. So I realized that, you know the future

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Speaker 3: of this industry was that of live services. AI was

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Speaker 3: really starting to gain momentum in the game's industry, especially

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Speaker 3: on like the business analytics player analytics side, and just

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Speaker 3: seems so exciting to me. So I just I couldn't

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Speaker 3: wait to join this new frontier and help these game

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Speaker 3: companies transform, and I've been doing it ever since.

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Speaker 1: As we reached the end of twenty twenty five going

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Speaker 1: into twenty twenty six, what are some highlights for you

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Speaker 1: from the past year and what are you looking forward

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Speaker 1: to next year?

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Speaker 3: Oh my gosh, Well, I mean this will come as

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Speaker 3: no surprise to any of your listeners, but this has.

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Speaker 2: Been the year of AI.

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Speaker 3: You know, obviously Google we were there at the very

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Speaker 3: forefront of AI, specifically AI and games. If you look

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Speaker 3: at a lot of the foundational research coming out of

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Speaker 3: Deep Mind, a lot of that stuff is related to games,

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Speaker 3: believe it or not. And so we've always been on

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Speaker 3: the forefront of AI for games now for many years.

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Speaker 3: But this was the year when it became real. Right,

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Speaker 3: so rewind two years ago sitting at the Game Developed

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Speaker 3: Developers Conference. It was a lot of vision. It was

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Speaker 3: a lot of like these are some early examples of

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Speaker 3: some proofs of concepts that we've seen at some of

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Speaker 3: our customers. These are some early examples where we think

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Speaker 3: the industry might be going. But this year it became concrete.

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Speaker 3: In fact, we just performed a survey with the Harris Pole.

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Speaker 3: You know, I probably heard of them before, a large

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Speaker 3: polling agency, and they came back with data that showed

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Speaker 3: that about ninety percent of game developers have now put

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Speaker 3: AI into production. That was not true a couple of

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Speaker 3: years ago. So this has been really a year of

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Speaker 3: watching all of this vision, all of this prediction that

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Speaker 3: we have from a couple of years ago actually become real.

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Speaker 3: It's been just tremendous to watch. You know, every so

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Speaker 3: often in the games industry you get this sort of

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Speaker 3: wave of technological breakthrough.

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Speaker 2: We're in the middle of one right now with AI.

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Speaker 2: But you know, we've seen this kind of thing before.

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Speaker 3: You know, those of your listeners that have played games

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Speaker 3: for a long time will remember when games went three D,

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Speaker 3: when they went from cartridge to CD ROM, right you

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Speaker 3: had this huge transformation in the industry.

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Speaker 2: You know.

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Speaker 3: After CD ROM, games just looked and played differently. Development

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Speaker 3: tank teams looked and you know, developed differently, Like the

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Speaker 3: industry went through this radical shift in those days. We're

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Speaker 3: in the middle of one right now with AI. Now,

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Speaker 3: a lot of technology comes to the games industry and

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Speaker 3: I've been in it for nearly thirty years, so you know,

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Speaker 3: I've seen technology that hasn't quite made it in the industry,

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Speaker 3: but this was the year where AI, you know, really

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Speaker 3: tipped the scale and it has arrived. So it's been

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Speaker 3: it's been just an incredible year to be with you.

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Speaker 1: What are some of those ways that you've seen so

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Speaker 1: far and that you are looking to expand upon. I

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Speaker 1: know people get very nervous about AAR for many reasons,

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Speaker 1: but in particular regenaive AI. It's concerns that it will

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Speaker 1: take away creative's jobs. And you and I have previously

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Speaker 1: spoken about different ways where one of the options is

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Speaker 1: actually less about that and more about making a game

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Speaker 1: ship faster like these other forms. So what is kind

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Speaker 1: of the argument here for and against? What is the

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Speaker 1: positive of AI here in speeding up the process?

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Speaker 3: Yeah, to properly answer that question, I got to offer

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Speaker 3: a little bit of context. So you know, since I

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Speaker 3: joined the games industry in the late nineties, this industry

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Speaker 3: has seen year over year increase. Every single year, the

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Speaker 3: games industry got bigger and bigger, the releases got more

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Speaker 3: and more important, there were more and more players, and

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Speaker 3: this was NonStop for my entire career. Now, we would

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Speaker 3: hear about a time back in nineteen eighty three when

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Speaker 3: the games industry actually contracted in the United States, when

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Speaker 3: we had this transition from atariles to Nintendo consoles.

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Speaker 2: But this is the stuff of legend, right.

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Speaker 3: This is stuff that like people my age like, we

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Speaker 3: heard about it, We read about it academically. We understood

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Speaker 3: that it was a possibility, but it wasn't anything that

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Speaker 3: we had experienced in our career. Enter the pandemic. So

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Speaker 3: during the pandemic, you had everybody they stuck at home.

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Speaker 2: What are you gonna do? Well, You're gonna play video.

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Speaker 3: Games, right, and so we saw this huge increase in

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Speaker 3: the number of players in spending all kinds of stuff.

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Speaker 3: But fortunately for the world, the pandemic largely ended and

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Speaker 3: people started to go outside again, people started to play

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Speaker 3: sports again, returned to work, etcetera, and so forth. And

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Speaker 3: so we saw actually a decline in the games industry

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Speaker 3: for the very first time in my professional career, and

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Speaker 3: it caught a lot of us off guard. We're like,

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Speaker 3: what is this.

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Speaker 2: This is something completely new.

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Speaker 3: And so you saw this contraction in the industry that

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Speaker 3: has resulted in quite a lot of layoffs in the

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Speaker 3: games industry. These are layoffs that are happening because the

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Speaker 3: business of games is challenged in very fundamental ways that

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Speaker 3: we haven't seen before. Let me give you a couple

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Speaker 3: statistics the games of these sort of online live services well.

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Speaker 3: As a result of that shift, over half of all

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Speaker 3: global playtime is in games that are over six years old.

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Speaker 3: Think about that for a minute. If you're creating a

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Speaker 3: new game, now, you're competing for less than half of

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Speaker 3: global playtime, like we've never seen that before in this industry.

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Speaker 3: To be, everybody hit the reset button in the minute

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Speaker 3: you took your optical disc home from retail. But nowadays

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Speaker 3: people are playing the same game year after year after year.

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Speaker 3: So if you're going to try to create something new,

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Speaker 3: you have to create something that has just a breakthrough experience,

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Speaker 3: because you're not just attracting a player to your game,

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Speaker 3: you're probably pulling them out of some other experience and

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Speaker 3: into a new experience. And we know from other forums

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Speaker 3: of media that's some serious friction, right. The second thing

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Speaker 3: that happened that resulted in quite a lot of tumult

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Speaker 3: in the games industry was the cost of game development.

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Speaker 3: It has increased ninety percent over the last few years

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Speaker 3: and has outpaced consumer spending by one point six acts.

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Speaker 3: The business model of games is just upside down right now.

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Speaker 3: So combined with this challenge that you have to try

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Speaker 3: to attract new players, you have this rising cost of

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Speaker 3: game development, and this is why we see so many

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Speaker 3: games getting canceled. We unfortunately see layoffs in the industry.

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Speaker 3: It's kind of a brutal time.

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Speaker 2: Now.

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Speaker 3: We are very fortunate as an industry right now in

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Speaker 3: that there are bright spots, and one of the primary

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Speaker 3: bright spots is AI. And remember the development of AI

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Speaker 3: has been largely independent of the trends in the games industry.

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Speaker 3: We're just very, very fortunate that AI has arrived on

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Speaker 3: the scene at a time when the games industry really

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Speaker 3: needs it more than ever before. So to get to

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Speaker 3: your question, now that I've laid that context, there really

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Speaker 3: are three different areas that we see AI being used.

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Speaker 3: The first I mentioned, especially in the early days, we

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Speaker 3: saw AI being leveraged for game companies to understand their players,

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Speaker 3: to understand their business. These are things that we call

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Speaker 3: this analytics, right, so I need to understand what my

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Speaker 3: players are doing. I'm going to add ask questions I

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Speaker 3: want answers, and what they just what game companies started

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Speaker 3: to discover and this happened years ago. They started to

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Speaker 3: discover that AI could provide answers to questions they didn't

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Speaker 3: even think to ask. So now they were getting these

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Speaker 3: insights that they wouldn't even have come across with traditional

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Speaker 3: analytics to them. Because AI was built into platforms that

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Speaker 3: we have for analytics here at Google Cloud, it's just

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Speaker 3: sort of came along for the ride, and you got

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Speaker 3: game developers became very very savvy with how to use

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Speaker 3: AI in those type of workloads. So that's sort of

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Speaker 3: what I call like modernizing your business, if you will.

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Speaker 3: So that's everything from using AI from your business operations

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Speaker 3: to analytics, a lot of agentic workflow over there. The

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Speaker 3: second area is related to game development, and I mentioned

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Speaker 3: the cost of game development has just skyrocketed recently, and

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Speaker 3: so game companies are looking for ways to actually accelerate

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Speaker 3: their game development timeline so that they can get games

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Speaker 3: to market faster. It is not unusual to find video

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Speaker 3: games that take years and years and years and years

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Speaker 3: to develop. Some take a decade to develop, right. It's

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Speaker 3: wild how long it can take to develop a video game,

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Speaker 3: and oftentimes that's because in development, the time it takes

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Speaker 3: for you to get an idea to reality in a game.

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Speaker 3: That's what they call iteration time can be quite lengthy.

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Speaker 3: But with AI, you're able to actually get your ideas

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Speaker 3: into the game much more quickly.

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Speaker 2: You're able to accelerate that iteration loop. Right, even if it's.

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Speaker 3: Just for concept generation, it is a These are huge

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Speaker 3: accelerants to game development pipelines. We've actually seen some game

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Speaker 3: studios accelerate their game development pipeline by ninety percent. Now,

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Speaker 3: not every development pipeline is going to accelerate that that much, right,

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Speaker 3: This particular developer basically looked at every single use case

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Speaker 3: in the game development pipeline and said, how can I

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Speaker 3: accelerate it with AI? But it gives you a good exam,

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Speaker 3: a good example of you know, how far you could

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Speaker 3: push it if you want to. So, as I mentioned,

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Speaker 3: the vast majority of game developers now have put AI

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Speaker 3: into production to help them get that iteration time down

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Speaker 3: and help them start to right size the business model games.

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Speaker 3: So this is actually a very good thing for gaming

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Speaker 3: companies and helps them become much more healthy than they

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Speaker 3: would be without those tools.

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Speaker 2: And then there's the third area.

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Speaker 3: This is the area that I find most exciting because

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Speaker 3: at the end of the day, I'm a game player,

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Speaker 3: even though I also do it professionally, and this is

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Speaker 3: where AI can be used to create entirely new gameplay experiences. Right, So,

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Speaker 3: we've actually seen AI land first in development and analytics,

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Speaker 3: but where it's ultimately going to go is this idea

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Speaker 3: of providing experiences for players that simply would have been

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Speaker 3: impossible before.

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Speaker 2: Probably the most.

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Speaker 3: Famous example of this is what we call a smart NPC.

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Speaker 3: And for those of you watching this that don't know

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Speaker 3: what an MPC is, it's just a fancy term we

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Speaker 3: have in the games industry for a computer controlled character.

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Speaker 3: It's a character in the game that the computer controls.

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Speaker 3: It's not another live player. And oftentimes, the way games

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Speaker 3: are designed today and in the past, you would go

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Speaker 3: up to one of these characters and they would say

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Speaker 3: something to you, and then you get to choose like

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Speaker 3: two or three four different things to say back, and

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Speaker 3: then in response to whichever one of those things.

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Speaker 2: You pick, then they would talk to you.

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Speaker 3: And basically it was like a choose your own adventure

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Speaker 3: book sort of. When you were talking to a character

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Speaker 3: is what we call a dialogue tree, and games have

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Speaker 3: been made this way for decades and decades and decades

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Speaker 3: Like this idea of how you interact with a computer

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Speaker 3: control character hasn't changed much since even the early days

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Speaker 3: of video games. However, with AI, you can actually make

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Speaker 3: these conversations natural language. You can talk to a player

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Speaker 3: in the game, they stay within character and you're actually

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Speaker 3: having an ongoing dialogue with them as if it's another

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Speaker 3: human being, but it's not. It's a character in the game.

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Speaker 3: So that's the most famous example of these sort of

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Speaker 3: new player experiences. But there are so many other ways

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Speaker 3: to use AI while you're playing the game. A player

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Speaker 3: safety is a big one, so watching out for toxic

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Speaker 3: behavior and using AI to detect that stuff and stop

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Speaker 3: it before the players in the game see it. Another

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Speaker 3: good example is user generated content, so there's many games

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Speaker 3: where the players themselves actually create worlds.

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Speaker 2: Well.

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Speaker 3: In order to do that, oftentimes they have to learn scripting,

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Speaker 3: computer coding, right, they have to learn these complex tools.

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Speaker 3: But with games leveraging AI, you can just tell the

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Speaker 3: game what you want it to make and it'll just

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Speaker 3: make it natural language. Imagine going into a shop in

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Speaker 3: a game and you see a bunch of items to

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Speaker 3: dress your avatar. What if you could just tell the shopkeeper, Hey,

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Speaker 3: I want a nice dress blue shirt for you know,

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Speaker 3: later on today, and the game just makes it for

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Speaker 3: you there on the fly, even though the developers hadn't

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Speaker 3: thought to pre make that. You could actually just make

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Speaker 3: it yourself as the player in the game using AI.

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Speaker 3: These are just early examples of what we're seeing. I

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Speaker 3: think if you were to fast forward, you know, if

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Speaker 3: we have our crystal Ball now and we fast forward

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Speaker 3: three to five years in the games industry, games are

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Speaker 3: going to be fundamentally different than what we've seen in

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Speaker 3: the past. As I mentioned, this is one of these

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Speaker 3: big transformational moments like the CD ROM right where games

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Speaker 3: are just gonna look and behave and play fundamentally differently

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Speaker 3: than they did in the past. Studio teams, the development teams,

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Speaker 3: they're just going to look differently than they did in

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Speaker 3: the past.

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Speaker 2: Now a lot of this is due to AI.

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Speaker 3: So yeah, it's a really really exciting time to be

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Speaker 3: in the games industry. AI has been a very very

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Speaker 3: healthy part of how game companies are preparing themselves for

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Speaker 3: the future, and I feel that we're just really really

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Speaker 3: fortunate that this technology has reached this level of maturity

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Speaker 3: at a time when the industry just really really needs it.

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Speaker 1: Where do you see Google Cloud positioning itself in the

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Speaker 1: games industry moving forward? Is there any chance that you

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Speaker 1: might revisit a situation like a stadia or are you

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Speaker 1: staying the course on where you are right now?

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Speaker 2: Yeah.

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Speaker 3: So we've positioned ourself as what we call the ecosystem

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Speaker 3: for living games, and this is a term that we

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Speaker 3: coin that represents the fusion of these live service modalities

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Speaker 3: or techniques that we've been talking about with the rise

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Speaker 3: of AI.

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Speaker 2: We believe that.

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Speaker 3: These two things coming together actually form something that's greater

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Speaker 3: than the sum of the parts. We believe the introduction

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Speaker 3: of AI into what makes these live service games tick

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Speaker 3: actually will create an entirely new type of game we

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Speaker 3: haven't seen before, and these new types of games will

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Speaker 3: actually represent the future of this industry.

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Speaker 2: It starts in development and it.

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Speaker 3: Goes all the way to the player experience. So we

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Speaker 3: felt that that was such a fundamental shift in this

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Speaker 3: industry that it deserved its own word, living games, right,

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Speaker 3: so we didn't have to explain it every time we

380
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Speaker 3: use the word. It's actually caught on quite a bit,

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Speaker 3: So it's this idea of having these games that can

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Speaker 3: go on and on for years and years and years,

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Speaker 3: and under the hood are underpinned by the best of Google,

384
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Speaker 3: and whether that be the infrastructure that powers your online services,

385
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Speaker 3: the keep your live service game up and running for

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Speaker 3: millions of players day in, day out, or whether that

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Speaker 3: be AI that helps provide those players new experiences they

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Speaker 3: haven't seen before, or helps you right size your business

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Speaker 3: so you can get your development pipeline accelerated so you

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Speaker 3: can get content out there more.

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Speaker 2: Quickly to your players.

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Speaker 3: This is really how we've positioned ourselves because we strongly

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Speaker 3: believe this is the future of this industry. As I

394
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Speaker 3: mentioned earlier in our discussion, this has kind of been

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Speaker 3: a very validating year for us because we're seeing this

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Speaker 3: happen right now actually with our customers in production workloads,

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Speaker 3: and you know, as we're having this conversation, it's been

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Speaker 3: a great year for us to really validate that positioning

399
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Speaker 3: and understand yeah, this is yeah, we saw this coming and.

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Speaker 1: We were right and making that choice and deciding where

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Speaker 1: to position yourself. Did certain of those come from learnings

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Speaker 1: from Stadia?

403
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Speaker 3: Oh, of course, you know, I was a founding member

404
00:19:26,320 --> 00:19:29,359
Speaker 3: of that team. We learned a lot about how game

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Speaker 3: development works, how to operate a game platform that actually,

406
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Speaker 3: you know, in the case of Stadia, actually acted as

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Speaker 3: a distribution platform for games not just from us, but

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Speaker 3: from other third parties. We learned a ton because it's

409
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Speaker 3: one thing to understand this stuff in the abstract, it's

410
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Speaker 3: a whole other thing to actually just do it and

411
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Speaker 3: make all the mistakes and learn from those mistakes. And

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Speaker 3: so that was an experience not just for me, but

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Speaker 3: I would say for our company that was invaluable and

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Speaker 3: it really positioned us to understand and where this industry

415
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Speaker 3: was going. You know, when we started that project, it

416
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Speaker 3: was you know, we're talking nearly ten years ago now, right,

417
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Speaker 3: so it's quite a long time ago, and we had

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Speaker 3: to build a platform and start thinking deeply about where.

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Speaker 2: The industry was going.

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Speaker 3: And it was a lot of that sort of deep

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Speaker 3: thought that you see reflected in the offerings that we

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Speaker 3: have at Google Cloud today. It was obvious even back

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Speaker 3: then that the industry was going to go through a transformation,

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Speaker 3: that AI would be at the center of that transformation,

425
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Speaker 3: that live service technology would be at the center of

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Speaker 3: that transformation. And here we are ten years later, and

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Speaker 3: it has arrived.

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Speaker 1: Well, Jack, before we wrap up, I would like to

429
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Speaker 1: get some advice from you on what to play. What

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Speaker 1: are you playing right now?

431
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Speaker 3: Oh my gosh, well, I got my hands on the

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00:20:43,960 --> 00:20:48,600
Speaker 3: switch to nice Okay, a lot of Donkey Kong Bonanza.

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Speaker 1: Oh good ones.

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Speaker 3: Silk Song actually is an independent game that a lot

435
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Speaker 3: of people have been playing. I did not finish Hollow

436
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Speaker 3: Night many years ago, which is the original, so I

437
00:20:58,720 --> 00:21:03,080
Speaker 3: forced myself to play Hot right now, having a lot

438
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Speaker 3: of fun and doom dark ages. And then I also

439
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Speaker 3: play a lot of retro games. I'm a collector of

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Speaker 3: games and stuff, and they actually are making new games

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00:21:10,920 --> 00:21:13,679
Speaker 3: for old Atari consoles these days. I picked up a

442
00:21:13,720 --> 00:21:16,280
Speaker 3: game called Tiger Helly for my Atari seventy eight hundred.

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00:21:16,280 --> 00:21:17,479
Speaker 2: I was having fun with that last night.

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00:21:17,520 --> 00:21:20,720
Speaker 3: So yeah, I'm usually playing five or six games at

445
00:21:20,760 --> 00:21:24,919
Speaker 3: any given time. I try to play just about everything

446
00:21:24,920 --> 00:21:25,240
Speaker 3: I can.

447
00:21:25,840 --> 00:21:28,320
Speaker 1: And what is coming up within the next room that

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00:21:28,359 --> 00:21:29,480
Speaker 1: you're looking forward.

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00:21:29,200 --> 00:21:32,680
Speaker 3: To, Oh my gosh, Well, this is a little bit

450
00:21:33,160 --> 00:21:37,280
Speaker 3: sort of the culmination of my personal interests as well

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00:21:37,320 --> 00:21:40,120
Speaker 3: as my professional interest. But there's a life simulator coming

452
00:21:40,119 --> 00:21:43,520
Speaker 3: out from a relatively small, albeit growing games company called

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00:21:43,560 --> 00:21:48,600
Speaker 3: Clang Games and it's a life simulation called Seed and

454
00:21:48,720 --> 00:21:52,560
Speaker 3: at the center of Seed is AI. So imagine playing

455
00:21:52,600 --> 00:21:55,040
Speaker 3: a life simulator and we've all played some of these before,

456
00:21:55,040 --> 00:21:58,720
Speaker 3: but imagine everyone in the game is actually powered by

457
00:21:58,760 --> 00:22:02,840
Speaker 3: AI and you're able to like watch them behave like

458
00:22:03,040 --> 00:22:08,080
Speaker 3: real humans, right, like provide a proper simulation of what

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00:22:08,720 --> 00:22:12,679
Speaker 3: a society actually is like and can do. So I'm

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00:22:12,800 --> 00:22:14,439
Speaker 3: very close to this game because we've been helping that

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00:22:14,480 --> 00:22:16,800
Speaker 3: game developer out quite a bit. I couldn't be more

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00:22:16,840 --> 00:22:18,840
Speaker 3: excited for that to come out. Of course, there's a

463
00:22:18,920 --> 00:22:21,720
Speaker 3: number of games coming out a PlayStation for Switch. My

464
00:22:21,840 --> 00:22:24,560
Speaker 3: wish list is full, to say the least. I'll just

465
00:22:24,600 --> 00:22:26,240
Speaker 3: keep playing every night and try to keep up as

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00:22:26,280 --> 00:22:28,840
Speaker 3: best as I can. The number one thing I tell

467
00:22:28,840 --> 00:22:31,800
Speaker 3: people is play because at the end of the day,

468
00:22:31,880 --> 00:22:34,720
Speaker 3: if you're not playing, it's very hard to understand.

469
00:22:34,280 --> 00:22:35,840
Speaker 2: What's actually going on in the industry.

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00:22:35,840 --> 00:22:39,240
Speaker 3: And so oftentimes I'll get responses from folks, oh, I

471
00:22:39,240 --> 00:22:41,000
Speaker 3: don't play games, and I say, well, what do you

472
00:22:41,040 --> 00:22:42,720
Speaker 3: have on your phone and they're like, well, I'm playing this,

473
00:22:42,760 --> 00:22:44,520
Speaker 3: I'm playing that. I'm like, well, you are a player,

474
00:22:44,560 --> 00:22:47,240
Speaker 3: you are a game player. Play those games right. For

475
00:22:47,280 --> 00:22:50,760
Speaker 3: people that want to get involved in consoles or you know,

476
00:22:50,800 --> 00:22:54,119
Speaker 3: Triple A, they want more like that core game experience,

477
00:22:54,160 --> 00:22:56,680
Speaker 3: I say, get yourself a switch, get yourself a PlayStation.

478
00:22:56,920 --> 00:22:57,879
Speaker 2: Just do it right.

479
00:22:57,920 --> 00:23:00,320
Speaker 3: You won't be sorry, because all of those things, at

480
00:23:00,359 --> 00:23:02,240
Speaker 3: the end of the day, are all about the player

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00:23:02,440 --> 00:23:04,960
Speaker 3: and the experience that they have. And until you understand

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00:23:04,960 --> 00:23:07,920
Speaker 3: the player by becoming one yourself, it's really really hard

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00:23:07,920 --> 00:23:08,960
Speaker 3: to understand the rest of the stuff.

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00:23:09,040 --> 00:23:11,440
Speaker 1: Thank you so much for your time, Jack, of course,

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00:23:11,480 --> 00:23:13,399
Speaker 1: thank you for having me. Thank you for joining us

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00:23:13,400 --> 00:23:16,080
Speaker 1: for this week's episode of Variety Strictly Business. You can

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00:23:16,119 --> 00:23:18,639
Speaker 1: find new episodes weekly on Apple Podcasts.