Online gaming innovator InstantAction may have just changed the way games are distributed on the internet, with the introduction of a service that lets publishers embed games like The Secret of Monkey Island as easily as a YouTube video.
InstantAction's new service uses thin-client, in-browser, and progressive downloading technology to allow publishers to stream video games directly to clients. Games like LucasArts' The Secret of Monkey Island: Special Edition, seen blow, can then be embedded anywhere HTML code is accepted.
"It was only a matter of time before the Internet disrupted the extremely limited distribution channels available to game creators, enabling direct-to-consumer access and more control over sales performance and profits," said Evan S. Wilson, senior research analyst of Pacific Crest Securities. "The InstantAction platform virtually obliterates the obstacles to game distribution by making it possible for anyone to embed any video game anywhere on the web, just like embedding a video. For game creators, this opens up distribution channels that haven't previously been an option – especially for console-quality games. For consumers, it creates endless possibilities for game discovery, risk-free trial and faster downloads."
Right now the service only works on PCs, but support for Macs and mobile devices is planned for the future.
The potential of such a service is mind-boggling. I mean, look at Monkey Island down there. LucasArts provides players with a 20 minute timed demo of the full game, after which they can unlock the full version for a modest fee. I'd imagine the need for distribution channels would quickly fall off, once people start embedding full games directly into blog entries, Facebook updates, or say, Kotaku posts.
"The InstantAction platform provides a brand new way to get games from their creators to customers, thus avoiding obstacles to publishing and discovering new games that are inherent in the traditional brick and mortar model," said Louis Castle, CEO of InstantAction.
"We give game creators a secure way to offer free trials, item purchases and pay-as-you play options, with a broad range of monetization formats and platform compatibility," continued Castle. "Gamers not only get the try-before-you buy and rent-to-own benefits; they can easily embed full games into their social networks, accessing their friends' lists and adding social features to games where they may not have existed. InstantAction not only changes how games are distributed and discovered, but how they are enjoyed."
For more information on this compelling new technology, visit InstantAction.com. Otherwise, enjoy the game!