What Men Want Streaming
image copyright Microsoft image caption Microsoft says major games like Halo will come to the new service on release day Microsoft is about to launch a games-streaming service that will let subscribers play top-end Xbox games on a mobile phone. It is, in essence, a Netflix-style service for video games, which many experts think will be the future of gaming. But the hefty monthly fee and the fact that it will not work on Apple's iPhones could be stumbling blocks for the experiment. How do I try it? The games-streaming system has been tested for months under the name Project xCloud, but is now being been rolled into the top tier of Microsoft's subscription games service, Xbox Game Pass. It is set to be launched on 15 September - but Microsoft told tech site The Verge that a beta test would be launched on 11 August, with about 30 of the promised 100+ games that will come with the full service. image copyright Getty Images image caption One way of streaming is to mount a phone to a controller Gamers will need to be an Xbox Game Pass Ultimate subscriber to take part, and download the beta version of the app from the Google Play Store.
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99 a month on its own. Xbox is pushing users of that "basic" service to upgrade to the new, more expensive pass with the extra features. How does it work? Instead of needing a games console or powerful PC, subscribers can just pick the game they want to play without installing anything. Button presses from the Xbox controller are sent to a data centre miles away, and the audio and video is sent back - all of which happens almost instantly over a fast internet connection. media caption WATCH: 'Years before game streaming is mainstream' But those without a high-speed connection may run into problems - including jumpy, stuttering gameplay, or blocky graphics. Even with a good connection, some tiny delays exist that can make playing fast-paced competitive shooting games much harder. So I don't need an Xbox? No. You can play Xbox games on a PC or an Android phone without ever buying an actual Xbox - as long as you pay for the subscription. However, the PC-only version of Game Pass does not come with the streaming feature.
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Watch what men want online streaming
Thinx MENstruation ad campaign imagines men getting periods "I think I got my period. " That's the opening line of Thinx's new ad campaign, uttered by a young boy to his dad. In the next frame, a man rolls over in bed to reveal a blood stain on his sheets. Later, another man walks through a locker room with a tampon string peeking out from his briefs. These are, of course, everyday occurrences for people who get periods. Thinx's ad reframes those experiences by asking: What if we all had periods? The campaign—which bears the fitting tongue-in-cheek title "MENstruation"—is Thinx's first ad on national TV and the first such campaign to be launched by a period underwear company. (This ad features cisgender men, but Thinx has previously run advertising with transgender men; the brand also carries more gender-neutral styles that are inclusive of all people with periods. ) Thinx recruited advertising agency BBDO to create the campaign, which will run on 18 networks across the U. S., from NBC to Bravo, starting next week.
Why Quibi might actually live up to the hype Going into my meeting with Meg Whitman and Jeffrey Katzenberg, the respective CEO and founder-chairman of the streaming service Quibi, I was an avowed Quibi skeptic. In a subscription video landscape already dominated by Netflix and increasingly crowded with newcomers like Disney+, Apple TV+, and HBO Max, the idea of a paid service that only streams short videos to your phone seems kind of preposterous. Quibi's high-profile founders and the amount of money flowing in—$1 billion raised initially, and now $400 million more —only adds to the air of hubris around the project. By the time I'd finished talking with Whitman and Katzenberg—along with separate sessions with Quibi's tech and product heads and some of its creative talent, whom I spoke to at this year's Consumer Electronics Show—well, I was still skeptical. Subscription streaming is a tough business, and stealing mobile users' attention away from free sources like Instagram and TikTok won't be easy.
Molland knows the ad might rub some people the wrong way. "I think it will upset quite a few people, " she says. "That's okay because part of being a brand that stands for something is: Sometimes you irritate people. Even if we're irritating them, our objective is to get them to think. " Last month, Thinx secured a $25 million investment —its biggest funding round to date—from personal care company Kimberly Clark. About 75% of that investment is going toward the campaign and other marketing initiatives, but the tie-up will also help get Thinx products in front of more consumers, through mainstream retailers like Walmart and Target. In early 2021, Thinx will launch a more affordable underwear line—meant to be sold in mass retailers—that will bring costs to under $20 per pair. The brand clocked $50 million in sales last year, and Thinx is already selling its wares globally across 60 retailers; about 30% of the company's business is outside the U. S. at the moment. But Molland believes they're just getting started.
Also in the mix are audio segments that will air on Spotify and podcast advertisements. This ad certainly makes a statement on its own, but the intent is to introduce Thinx to people who don't even know period underwear exists, let alone know the brand, and turn them into customers. (The company's target is to reach 50% of women between the ages of 18 and 49 by the end of the year. ) While Thinx has customers across the country, its base tends to be in urban areas. "A key piece of this is we need people to know that we exist, " says Maria Molland, who took over as CEO in 2017 and rehabilitated the startup after reports of poor benefits, pay, and work culture. "But our challenge is: There's a lot of people who love the brand, but they don't necessarily convert into customers because it's such a behavior change. " [Photo: courtesy of Thinx] The research Thinx conducted before producing the ad was encouraging. Molland says product consideration—the percentage of people surveyed who are very likely to buy or will buy the product—was 58%, as compared to the typical figure of about 42%.