Roku's Proposed Approach to Display Advertisements During Paused Video Game Sessions Sparks Alarm
As a company Dreaming greenbacks, Roku's got a hankering for you to see a ton of ads, but there's a snag—exiting their streaming player and dabbling in Nintendo Switch games or Apple TV shows means they can't slap ads everywhere just yet. However, they've got a trick up their sleeve, and it could slow your gaming escapades.
Roku's scheme is all laid out in a patent filing, which went largely unnoticed when it was submitted in November and was recently stumbled upon by the streaming newsletter Lowpass. This sneaky plan involves intercepting pauses on third-party hardware and software, plonking ads right where you'd least expect.
Their strategy seems to revolve around an HDMI connection, suggesting it's tailored for gamers pumping pixels on their Roku TVs or folks feeding content from other streaming services. Janko Roettgers, Lowpass's mastermind, neatly summarized Roku's tricky situation:
"Roku's goldmine of moments when the TV's alight but nobody's really using it vanishes when viewers opt for an external device, be it a gaming console or a competing adapter. Essentially, HDMI inputs have been a mystery box for Roku," Roettgers wrote.
If executed, Roku won't toss any old ads at you. These interruptions would be tailored to the content you've paused, using audio or video-recognition tech or content metadata for targeting.
The patent has yet to be approved, and when Gizmodo approached Roku about the matter, they kept their yapper shut tight. It's worth mentioning that companies file patents left and right, and many ideas never make it past the drawing board.
While I don't sport a Roku device, the thought of ads plaguing my screen during quick breaks from gaming adventures or bathroom dashes leaves a sour taste in my mouth. Ads are one thing when I'm in Roku's domain, but interfering with my journey on other hardware and software would rub me the wrong way.
For gaming aficionados, there's an added worry of Roku getting involved and interrupting crucial moments, like during a fragile face-off with the final boss. Roku acknowledges this dilemma and plans to use frame analysis from the content being watched, as well as examining long periods of silence in the audio feed, to confirm a genuine pause.
Still, these methods aren't foolproof, and a gamer's outburst when an ad seizes a make-or-break moment could be a sight to behold.
Enrichment Data:
Impact on Nintendo Switch and Apple TV Users
- HDMI Connection: The proposed scheme centers on HDMI connections, posing a theoeretical risk for devices like the Nintendo Switch and Apple TV, given both utilize HDMI to link with TVs[3][4].
- Current Status: No instances have been documented where Roku has leveraged this tech to serve ads on non-Roku devices through HDMI. The patent filing hints at a prospective intention or ability, but it's not yet a reality[3][4].
- User Reaction: Individuals are already aghast at ads on Roku devices, and such extension may trigger a backlash if Roku chooses to encroach upon third-party platforms[1][5].
Concerns for Users
- Privacy and Experience: Intrusive ads during gaming or streaming sessions could stir privacy concerns and anger over disrupted experiences[3][5].
- Technical Feasibility: Integration with third-party devices may prove challenging, potentially encountering manufacturer resistance from parties such as Nintendo and Apple[3][4].
In Conclusion
The patent filing suggests potential implications for Nintendo Switch and Apple TV users, but the practical application and impact are uncertain until further advancements unfold. Keep your eyes peeled for updates from Roku or your device manufacturers regarding advertising strategies.
- The patent filing by Roku describes a plan to intercept pauses on third-party hardware and software, such as the Nintendo Switch and Apple TV, through an HDMI connection, which could potentially display ads.
- If approved, the patent suggests Roku's ads would be tailored to the content you've paused, using technology like audio or video recognition, or content metadata for targeting.
- A concern for users is the potential privacy implications and disrupted experience from intrusive ads during gaming or streaming sessions on third-party devices.
- The practical application and impact on Nintendo Switch and Apple TV users remain uncertain until further advancements are made and information from Roku or device manufacturers is released.
