Ex Machina has been building innovative multiscreen solutions and high profile, cutting-edge apps for brands and media companies around
the world. The focus now is on enabling interactivity for end users, with everything from second-screen apps and interactive gaming tools to next level interactive solutions in the area of shoppable video — all multiplatform and on multiple devices. The latest breakthrough was finding a way to address an unmet need: enabling ultra-low-latency (ULL) and synchronized streaming with interactivity on the same screen.
Enabling Synchronized ULL Streaming at Scale “After making second-screen experiences a reality, the idea came to us that the interactivity should be integrated directly into video, in a single interface. We saw the opportunity to offer a streaming solution that scales globally and enables synchronized ultra-low-latency streaming across millions of devices around the globe,” says Elfferich.
Ex Machina studied the end-user behavior using a few apps and Twitch extensions launched last year that had live video and interactions. The studies revealed that engaged viewers actively participating in a livestream watch 150% longer than passive viewers. Basic video interactions (e.g., polls) can reach 90% engagement rates. More elaborate gamification can reach 30% to 50% engagement rates. Ex Machina recognized that every video application requiring interactivity can benefit from such a solution — sports broadcasters needing to switch cameras, gaming companies with interactive players, and game shows inviting viewers to chime in with their answers. The applications even extend to a corporate setup, such as to enable interactivity at an all-hands meeting.
Read the full Akamai Case Study on how Ex Machina Builds Out the Future of Video Streaming on Akamai.com.
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