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Minecraft adopts Hadean’s Aether Engine to dynamically scale new gaming experiences

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minecraft Minecraft adopts Hadean’s Aether Engine to dynamically scale new gaming experiences
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Minecraft, the biggest game in the world, has selected the startup’s powerful spatial simulation engine to accelerate global reach

Minecraft, the best-selling game of all time, has signed up to use a spatial simulation engine that is so powerful it is also being used in the fight against Covid-19. Created by supercomputing startup, Hadean, Aether Engine is being made publicly available for game studios of all sizes, from independent developers to AAA game studios, with Minecraft developer Mojang Studios as its first global partner.

With more people than ever before enjoying video games and going online, the demands on games to support large numbers of users is growing exponentially. Built from the ground-up, Aether Engine allows developers to augment both new and existing games with minimal effort and no disruption to players’ experiences.

Craig Beddis, CEO and Co-Founder at Hadean, said, “We’re seeing a huge behavioural shift in gaming, as more and more people want to be involved in massive, online multiplayers. Aether Engine enhances these experiences by providing games unprecedented depth, complexity, realism and connectivity. That’s been our focus as we developed Aether Engine, along with its ability to integrate with existing games, such as Minecraft and its highly engaged gaming community.”

Aether Engine is underpinned by the Hadean platform, which sits close to the metal and eliminates excessive middleware, orchestration and overengineering. It implements a unique process model which distributes applications by default, dynamically provisioning more or less resources as required, and marking a step-change in how game engines are developed and used by studios. While several other businesses are exploring distributed multiplayer solutions, traditional infrastructure requires layers of middleware, creating architectural complexity that negatively impacts scalability, performance and reliability.

Michael Weilbacher, Chief Technology Officer at Mojang Studios, stated, “Hadean’s Aether Engine is a game-changer that opens up a range of new design possibilities — not just for games like Minecraft, but for streaming platforms, developer communities, and even enterprise applications. We are pleased to be partnering and using Hadean’s next-generation. technology to help us create new opportunities for our customers.”

Being able to run large scale simulations and manage the computational requirements of highly complex environments has a wide range of applications beyond just online gaming. The globally renowned Francis Crick Institute is using the engine to accelerate the development of a single, massive-scale simulation of how viruses, like COVID-19, spread.

Beddis concluded, “It might seem incongruent that AAA games like Minecraft would use the same technology as efforts to better understand viruses, but they both create and consume huge amounts of data. That means massive compute power, combined with the ability to rapidly simulate and model complex situations with millions of different variables. Aether Engine is one of the few platforms with the scalability, adaptability, and reliability to support those requirements.”

For further information, visit www.hadean.com.


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Minecraft adopts Hadean’s Aether Engine to dynamically scale new gaming experiences

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Major European Gambling Brands Cut Advertising on IPR-infringing Sites

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6-16-2 Major European Gambling Brands Cut Advertising on IPR-infringing Sites
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A new report by the European Commission has found that an industry-led memorandum of understanding (MoU) on online advertising and intellectual property rights has led to a significant reduction in the unintentional placement of advertising from Europe’s major gambling brands on websites which infringe upon intellectual property rights.

The MoU, published in 2018, was established to limit advertising on websites, such as illegal sports streaming sites, and mobile applications that infringe copyright or disseminate counterfeit goods.

As part of its review of the effectiveness of the MoU, the Commission has presented a new report today which found that the MoU has created more awareness among brands that their advertising may end up on IPR-infringing websites. According to the report, the share of total advertising for European businesses on IPR-infringing websites was reduced by 12% since the introduction of the MoU, while gambling advertising from Europe’s major brands (including all EGBA members) decreased by 20%, from 62% to 50% during the reporting period.

The European Gaming and Betting Association (EGBA) welcomes the report’s conclusions and is pleased with the significant progress made by EGBA members and other major brands in reducing the unintentional placement of their advertising on IPR-infringing advertising channels.

“EGBA welcomes the progress made by EGBA members and other major gambling brands in significantly reducing the unintentional placement of their advertising on IPR-infringing websites and is pleased that major online gambling companies are playing a central role in EU efforts to crack down on IPR infringement. Most reputable companies do not intend to advertise on IPR-infringing websites, but it happens and is difficult to control, and EGBA acknowledges that remedial action is needed to prevent it. That is why we have been actively engaging with the European Commission and other stakeholders to take action and are pleased those efforts are beginning to bear fruit,” Maarten Haijer, Secretary-General of EGBA, said.

“EGBA is committed to promoting responsibility and driving standards in Europe’s online gambling sector and we encourage other companies to join us – and be part of the solution, not the problem – by adhering to responsibility initiatives such as the MoU. This initiative proves that greater cooperation at EU-level can benefit the sector and how it is able to respond to the challenges it faces, including on advertising,” Maarten Haijer added.

 

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Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Major European Gambling Brands Cut Advertising on IPR-infringing Sites

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Adverty appoints The Scale Factory to drive commercialization in Asia Pacific

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Adverty AB (publ) has appointed Singapore-based The Scale Factory, led by former Omnicom Group and Tapad executives, to drive commercialization in Asia Pacific by bringing Adverty’s seamless in-game advertising solution to brands and media agencies in the region.

Adverty, the leading in-game platform for advertisers, agencies and game developers, today announces a new partnership with Singapore-based The Scale Factory to drive the commercialization and go-to-market strategies for Adverty’s seamless in-game advertising solution in the APAC-region.

The Scale Factory, founded and led by Lars Bjoerge, former APAC EVP for Omnicom Group TBWA and Pierre Martenson, former Head of International Expansion for Tapad, will spearhead Adverty’s footprint in Asia by establishing a growth vision, implementing go-to-market strategies and taking on the commercial leadership by directly bringing Adverty’s seamless in-game advertising solution to brands, media agencies and other stakeholders in the region.

“We absolutely love what Adverty is doing to disrupt in-game advertising. With current in-game ad solutions, we are seeing more and more users reject brands that interrupt, and in some cases even destroy the gaming experience. Adverty has solved this elegantly by enabling brands to be present alongside gamers in this extremely valuable and rapidly growing consumer segment. We are thrilled to start building Adverty’s footprint across APAC”, says Lars Bjoerge, founder and Managing Partner at The Scale Factory.

Adverty’s industry-leading in-game advertising platform was awarded the IAB UK and IAB Sweden Gold Standard certificates in 2018 and 2020 respectively and enables access to all major programmatic buy-side platforms through partnerships with PubMatic, Smaato and BidSwitch. The company recently invented and announced a new in-game brand advertising format called In-Menu2122-143 Adverty appoints The Scale Factory to drive commercialization in Asia Pacific, which enables contextually relevant IAB display banner ads on menu screens in between gameplay, alongside its current In-Play2122-144 Adverty appoints The Scale Factory to drive commercialization in Asia Pacific format, which allows brands to take over billboards and other virtual outdoor sites within games.

“The future of gaming is mobile, and in APAC the future is now. With an estimated number of gamers exceeding 1.5 billion people, soon crossing $100 billion in revenues, we see APAC as an integral part of our expansion in the coming years. We have had the pleasure of following the team behind The Scale Factory for quite some time and have been deeply impressed by their very hands-on approach. We are confident that we will achieve amazing things together”, explains Niklas Bakos, founder and CEO of Adverty.

The partnership is commencing on October 1st and will be rolled out in the region during Q4.


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Adverty appoints The Scale Factory to drive commercialization in Asia Pacific

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Be the top dog with Wilds of Wall Street II

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Wilds-of-Wall-Street-II-1 Be the top dog with Wilds of Wall Street II
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Spearhead Studios is thrilled to announce the launch of the video slot Wilds of Wall Street II. The new title is the sequel of the very successful Wild of Wall Street game which was launched earlier this year. Optimised for perfect mobile gameplay, the new slot brings huge potential wins.

Wilds of Wall Street II is a dynamic, new video slot from Spearhead Studios that places players’ in 1980s New York as newbie stock market traders aiming to make it big.

The game’s theme is heavily influenced by classic movies set in that crazy-exciting era that players all know and love. The unique, high-intensity soundtrack builds anticipation of big wins and sets the player in a typical New York atmosphere.

Kevin Corti, Game Development Director at Spearhead Studios, comments: “Wilds of Wall Street was one of our top performers when it was released back in January 2020. Players loved the core expanding reel mechanics and the overall theme, and we felt that a sequel would be a great addition to our growing gaming portfolio.

“In Wilds of Wall Street II, we switched to a ‘ways pays’, rather than pay lines, mechanics as it was a better fit with the core expanding reels gameplay feature. In addition, we wanted to make the free spins features much more accessible, exciting, and volatile, hence we came with the idea of adding more and more wilds to the reels as the free spins progress, leading to an ever-higher potential for big wins.”

The features are designed to perfectly compliment the theme, with any paid base game win triggering free re-spins and expanding reels. Hit a sequence of six wins, and the game will take you into the free spins which are ‘endless’ – terminating only after 3 ‘closing bells’ have been rung.


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Be the top dog with Wilds of Wall Street II

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