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Mobile Publisher NetEase Moves West – PAX Aus 2015

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Beautiful Dream NetEase PAX Aus

With the popularity of mobile games, it’s often surprising how some of the biggest players in the mobile space remain largely anonymous to consumers. Of course, those that fall into the spotlight are usually there for bad reasons – take King, for example. But today, I’d like to shine that spotlight on NetEase, the world’s fifth largest mobile publisher. NetEease has spent the last decade or so working as a games publisher in China, most notably as the Chinese publisher of all of Blizzard’s games. They’ve traditionally been an MMO-based company, but over the last couple of years they’ve moved into the mobile space. Now, they’re one of the heavyweights of the mobile world. I spoke with Jasmine Mayo, NetEase’s senior communications manager, and Jim Reilly, associate communications manager, at PAX Australia.

“About two years ago we started transitioning into mobile games,” Mayo says. “Within the last two years, we’ve become the fifth largest mobile publisher in the world… What’s really interesting about that is we’ve actually become the number five publisher by only publishing our games in China.”

The only games that NetEase had out in the west prior to 2015 were in simplified Chinese. But then the company started moving into the west and set up their first studio in the US. They released their first game in the west back in August – Speedy Ninja, an endless runner. A couple of weeks later, they had their next two games released. But these two games were made completely free, with no monetisation whatsoever, and are available now for iOS devices.

“We released Lunar Flowers and Beautiful Dream completely for free. So there’s no IP, no ads, no nothing,” Mayo says. “They were actually created by interns. We have a very robust intern program in China. They were interesting to put out.”

Lunar Flowers NetEease PAX Aus

Reilly walked me through both of these games. Lunar Flowers is a puzzle game about matching the patterns found in clues.

Beautiful Dream NetEease PAX Aus

Beautiful Dream is a colour matching game. Players need to colour the level correctly in order to proceed.

Mayo says that NetEase invests heavily in smaller studios and indie developers. “The NetEase Success Fund makes investments in companies that really want to retain the rights to and ownership of their games. We actually don’t publish those games, we don’t have any creative control over them, but what we do is really just like a short-term loan. It’s for things like marketing budgets. It’s for games that have already done all the creative parts and everything on their own, and they just need that little extra bump to get noticed.” The fund is focused entirely on start-up mobile developers.

As for the rest of NetEase’s games, they follow the free-to-play “freemium” model that so many gamers love to hate. “We know freemium gets a bad rap with gamers,” Mayo says. “I think there’s a way to do it, to be honest. I think when people see the types of game’s we’re releasing, that they’re not the typical freemium games, they’ll see that these are actually games for gamers. That’s actually the tag-line that we use in China… But the way that we approach our games is you don’t have to spend if you don’t want to. We’re definitely not pay-to-win. With these more core experiences, you can’t really set up the structure that way.”

Mayo says NetEase’s transition to western audiences involves far more than just localising games. She uses Eternal Arena, NetEase’s most recent game to launch in Australia, as an example. It’s a combination of a JRPG and MOBA game. “It’s based on one of our most successful games in China, called Battle To The West. We actually looked at the gameplay elements and took the engine and thought this could work for a western audience. We redid the user interface, the monetisation system, and the opening levels. We redid all the art and the storyline as well. It’s kind of like a bite-sized League Of Legends.

Eternal Arena NetEase PAX Aus 2015

Eternal Arena is a mobile MOBA with short, 2-3 minute matches

March Of Heroes was another game that NetEase had intended to release for western audiences. “We launched it in closed beta about a month ago, and it didn’t do well. So we pulled it, and the game team reworked it. They changed some elements and we’re going to put it into closed beta in another month or so.” March Of Heroes was one of the games NetEase decided to showcase at PAX Aus in order to try and gage people’s experiences on the show floor.

Mayo says that March Of Heroes, having been in development for at least a year, it may still never launch. “If people aren’t interested in it, it may not ever go to the next step.”

Mayo and Reilly acknowledge that there are those ‘hardcore’ gamers who have a strong disdain for mobile and freemium games. I asked them what they would say to try to turn those people around. “I see it as, it’s free, download it. If you don’t like it, delete it,” Mayo says. “It’s not like you’re buying a $60 box product where if you don’t like it, you can’t return it. It’s easy to just test them out and see.”

“Every game is different,” Reilly says. “The mobile industry is still very young. There’s still a lot of fine-tuning that’s going on. People are trying to figure out what works and doesn’t work. The idea of being a gamer has grown beyond the idea of console gaming. The sweet-spot will eventually be found.”

March Of Heroes NetEaae PAX Aus 2015

March Of Heroes is a strategy game. It’s still in beta testing.

“There’s thousands of games available,” Mayo says. “There’s so many options. If you hate one, that doesn’t mean you’ll hate them all. It’s like saying, I don’t like mobile games because I don’t like change. You see a lot of mobile games coming out that have PC-quality graphics and look really beautiful or have a more robust play system. I think people should just check it out. They might like it.”

Rhiannon likes video games and she likes writing, so she decided to combine them. As well as writing about video games, she also belts out the occasional science fiction or fantasy story, edits videos, and eats strawberry oreos. In that order.

Android

Airchat, developed by Naval Ravikant, is a social application that focuses on conversation rather than written messages

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Airchat is a recently developed social media application that promotes and encourages users to engage in open and spontaneous conversations.

Last year, a previous iteration of Airchat was released. However, yesterday the team, which included Naval Ravikant, the founder of AngelList, and Brian Norgard, a former product executive for Tinder, rebuilt the application and reintroduced it on both iOS and Android platforms. At present, Airchat is exclusively accessible via invitation. However, it has already achieved a ranking of #27 in the social networking category on Apple’s App Store.

Airchat has a user interface that is visually familiar and easy to understand. Users can follow other users, navigate through a feed of posts, and interact with those posts by replying, liking, and sharing them. The distinction comes from the fact that the content consists of audio recordings for both posts and replies, which are subsequently converted into written form by the application.

Airchat automatically starts sending messages, which you can quickly navigate through by vertically swiping up and down. If you have the desire, you have the option to pause the audio and only read the text. Additionally, users have the capability to exchange photographs and videos. However, it appears that audio is the main point of interest for everyone, and Ravikant explains that it has the potential to significantly change the way social apps function, especially when contrasted to text-based platforms.

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Upon my recent enrollment in Airchat, the majority of the messages I encountered pertained to the application itself. Notably, Ravikant and Norgard actively engaged in responding to inquiries and seeking input from users.

“All humans are inherently capable of harmonious interactions with one another; it simply necessitates the use of our innate communication abilities,” Ravikant stated. “The prevalence of online text-only media has created the false belief that people are unable to get along, when in reality, everyone is capable of getting along.”

Past instances have seen digital entrepreneurs placing their bets on speech as the upcoming significant trend in social media. However, Airchat’s utilization of asynchronous, threaded messages provides a distinct experience compared to the transient live chat rooms that briefly gained popularity on Clubhouse and Twitter Spaces. Norgard claimed that this method eliminates the obstacle of stage fright when it comes to participation, as individuals have the freedom to make multiple attempts at producing a message without anybody being aware.

Indeed, he stated that during discussions with the first users, the team discovered that the majority of individuals currently utilizing AirChat exhibit introverted and timid characteristics.

Personally, I have not yet persuaded myself to publish anything. I was primarily intrigued by observing how other individuals were utilizing the application. Additionally, I had a complex emotional connection with the auditory perception of my own speech.

However, there is value in listening to Ravikant and Norgard articulate their perspective instead of solely relying on written transcriptions, as the latter may overlook subtle aspects such as excitement and tone. I am particularly interested in observing how deadpan humor and shitposting are conveyed, or not, in audio format.

I also encountered some difficulty with the velocity. The application automatically sets the audio playing to double the normal speed, which I found to be artificial, especially considering that the main purpose is to promote human interaction. To reset the speed, simply press and hold the pause button. However, when the speed is set to 1x, I observed that I would begin to skim through longer postings while listening, and I would often jump forward before listening to the entire audio. However, perhaps that is acceptable.

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However, Ravikant’s conviction in the efficacy of speech to reduce hostility does not always obviate the requirement for content-filtering functionalities. According to him, the feed operates based on intricate regulations that aim to conceal spam, trolls, and those that either you or they may prefer not to receive messages from. However, at the time of publication, he had not yet replied to a subsequent user inquiry regarding content moderation.

When questioned about monetization, namely the introduction of advertisements, whether in audio format or otherwise, Ravikant stated that the company is currently not under any obligation to generate revenue. (He characterized himself as “not the exclusive investor” but rather as a significant stakeholder in the company.)

“Monetization is of little importance to me,” he stated. “We will operate this project with minimal financial resources if necessary.”

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Pixel 8 Pro runs Google’s generative AI models

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Rick Osterloh, Google’s SVP of devices and services, says the Pixel 8 Pro will be the first hardware to run Google’s generative AI models.

At an event today, Osterloh said the Pixel 8 Pro’s custom-built Tensor G3 chip, which accelerates AI workloads, can run “distilled” versions of Google’s text- and image-generating models to power image editing and other apps.

Osterloh said, “We’ve worked closely with our research teams across Google to take advantage of their most advanced foundation models and distill them into a version efficient enough to run on our flagship Pixel.”

Google improved Magic Eraser, its photo-editing tool, to remove larger objects and people smudge-free using on-device models. Osterloh claims that this improved Magic Eraser creates new pixels to fill in shot gaps, producing a higher-quality image.

Osterloh says a new on-device model will “intelligently” sharpen and enhance photo details, improving zoom.

On-device processing benefits audio recording. The Pixel 8 Pro’s recording app will soon summarize meeting highlights.

Gboard will use a large language model on the Pixel 8 Pro to power smart replies. Osterloh claims that the upgraded Gboard will provide “higher-quality” reply suggestions and better conversational awareness.

Osterloh said an update in December will add on-device generative AI features except for Magic Eraser, which appears on the Pixel 8 Pro at launch.

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Telegram launches a global self-custodial crypto wallet, excluding the US

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Telegram, with 800 million monthly users, is launching a self-custodial crypto wallet. The move will solidify its presence in the vibrant crypto community that has grown from its chat platform and may attract more people to crypto.

Telegram and TON Foundation announced TON Space, a self-custodial wallet, on Wednesday at Singapore’s Token2049 crypto conference, which draws over 10,000 attendees.

Telegram has a complicated blockchain relationship. After the SEC sued Telegram over a massive initial coin offering, the chat app abandoned its Telegram Open Network (TON) blockchain project in 2020. The Open Network Foundation (TON Foundation), founded by open-source developers and blockchain enthusiasts, supports the development of The Open Network (TON), the blockchain powering a growing number of Telegram applications, including the wallet.

The Open Platform (TOP) and TOP Labs, a venture-building division, created the TON-based wallet.

TON Space will be available to Telegram users worldwide without wallet registration in November. The U.S., which has cracked down on the crypto industry and promoted many crypto apps to geofence users, is currently excluded from the feature.

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