CE Pro January 2022 - 51

can interpretatively create
a great experience for some
gamers, " says Jones.
In truth, customers who
come to integrators to work
on a gaming room or home
theater project are likely
looking for an immersive
gaming experience, which
is something higher-end
headsets with 3D audio
capabilities and more robust
virtualization technology can
provide.
" The less sophisticated
listener might appreciate the
audio capacity of a virtualized
set of headphones
while the more discerning
gamer, who is looking for
action locations [in-game]
may have complaints about
the experience they have
with a [budget] headset, "
adds Jones.
Pitching Gaming
Products to Target
Demographics
When starting to pitch
immersive audio products to
clients interested in gaming,
it's important to remember
your audience. Gamers tend
to skew on the younger side,
so think Millennials and older
Gen Zers when approaching
your sales pitch.
Meanwhile, keep in mind
gaming isn't the niche interest
it was back in the days
of arcade cabinets and Atari
either and those demographics
cast a wide net,
as 72% of male and 49% of
female Americans ages 18-29
play video games " often " or
" sometimes, " according to
the Pew Research Center.
That being said, all areas
are not created equal, and
some cities and regions are
significantly more likely to
cepro.com
play host to a wide variety
of gamers with a wide
variety of budgets (see
sidebar, " 20 Top Gaming
Cities " ). Many gamers prefer
to try something out before
buying or might prefer to be
shown a demo versus simply
being told what's so great
about a system.
Thankfully, modern games
are chock-full of expertly
crafted sound design done
by some of the best in the
audio business, so integrators
have plenty of demo
options to choose from.
Jones suggests focusing on
demos from large, well-loved
franchises like the " Call of
Duty, " " Battlefield " and
" Gears of War " games. The
" Battlefield " releases in particular
are heralded for their
sound design and spatial
audio options.
Selling immersive audio
products to gamers also
opens up a gateway to gaining
more long-term customers.
As these clients learn
the benefits of immersive
audio while gaming, they are
naturally going to be more
likely to seek out upgrades
elsewhere like a display or
higher quality router.
" I think [immersive] audio
will act as a gateway to a
better understanding of
what the multi-channel
audio experience can bring
to consumers. Integrators
can hook gamers on immersive
audio and the benefits it
brings to their overall gaming
experience, " says Jones. " As
gamers begin to understand
the quality that high-end
audio brings to home
entertainment, they will be
eager to make additional
upgrades. " CE Pro
Subscription
Services Also Spur
Gaming Opportunity
ADDING MORE FUEL to the gaming market fire for custom
integrators, content subscription services could make home
gaming setups even more attractive. The latest research
from Parks Associates finds 75% of heads of U.S. broadband
households report playing video games for at least one hour
per week and 36% subscribe to or are trialing at least one
free or paid gaming service. The firm forecasts the potential
market opportunity for U.S. cloud gaming services is $3.6
billion in 2024.
The Parks Associates reports " Quantified Consumer:
Next-Generation Gaming: Consoles and Cloud " and
" Evolution of Gaming: The State of Cloud Gaming " examine
industry developments, consumer interest and demand for
cloud gaming services, and business models and implementation
strategies among leading services.
" While nearly two-thirds of households are not yet engaged
with any gaming services, cloud gaming can become
a staple within the subscription entertainment options
available to consumers, " says Paul Erickson, senior analyst,
Parks Associates. " Netflix's recent entry into the industry
brings more attention and awareness to online subscription
gaming and broadens the potential consumer base for these
services - particularly since they will provide access to
games for free to their subscribers. "
The research also finds 91% of console gamers play games
on at least one other platform, with 37% playing on a PC,
mobile device, and a connected TV device (either a smart
TV or streaming media player) in addition to their console.
" Console owners who also play on a mobile device and a
PC or who play on every platform category make up half of
all console gamers. Simply put, console gamers are multiplatform
gamers, " Erickson notes. " Subscription and cloud
gaming services require a multiplatform approach so that
providers can appeal to both dedicated gamers and the
remaining market of casual or convenience gamers. "
The pandemic has resulted in an unprecedented number
of people spending a record amount of time at home, consuming
multiple subscriptions worth of streamed entertainment
across multiple devices, Parks comments. These
increases create greater need for high-speed connections
both upstream and downstream. The firm underscores
what CE Pro has reported over the past year-and-a-half,
explaining that the growing popularity of online gaming
will have ripple effects throughout the connected home
ecosystem, driving broadband upgrades, improvements
in home networking and Wi-Fi management, and more
subscription stacking.
January 2022 CE Pro | 51
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CE Pro January 2022

Table of Contents for the Digital Edition of CE Pro January 2022

CE Pro January 2022 - Intro
CE Pro January 2022 - Cover1
CE Pro January 2022 - Cover2
CE Pro January 2022 - 1
CE Pro January 2022 - 2
CE Pro January 2022 - 3
CE Pro January 2022 - 4
CE Pro January 2022 - 5
CE Pro January 2022 - 6
CE Pro January 2022 - 7
CE Pro January 2022 - 8
CE Pro January 2022 - 9
CE Pro January 2022 - 10
CE Pro January 2022 - 11
CE Pro January 2022 - 12
CE Pro January 2022 - 13
CE Pro January 2022 - 14
CE Pro January 2022 - 15
CE Pro January 2022 - 16
CE Pro January 2022 - 17
CE Pro January 2022 - 18
CE Pro January 2022 - 19
CE Pro January 2022 - 20
CE Pro January 2022 - 21
CE Pro January 2022 - 22
CE Pro January 2022 - 23
CE Pro January 2022 - 24
CE Pro January 2022 - 25
CE Pro January 2022 - 26
CE Pro January 2022 - 27
CE Pro January 2022 - 28
CE Pro January 2022 - 29
CE Pro January 2022 - 30
CE Pro January 2022 - 31
CE Pro January 2022 - 32
CE Pro January 2022 - 33
CE Pro January 2022 - 34
CE Pro January 2022 - 35
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CE Pro January 2022 - 37
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CE Pro January 2022 - 40
CE Pro January 2022 - 41
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CE Pro January 2022 - 43
CE Pro January 2022 - 44
CE Pro January 2022 - 45
CE Pro January 2022 - 46
CE Pro January 2022 - 47
CE Pro January 2022 - 48
CE Pro January 2022 - 49
CE Pro January 2022 - 50
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CE Pro January 2022 - 53
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CE Pro January 2022 - 58
CE Pro January 2022 - 59
CE Pro January 2022 - 60
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CE Pro January 2022 - 62
CE Pro January 2022 - 63
CE Pro January 2022 - 64
CE Pro January 2022 - Cover3
CE Pro January 2022 - Cover4
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