Super Bowl Ads For Mobile Games (Probably) Paid Off Big


The first screenshot available on Game of War's website.

The first screenshot available on Game of War‘s website. Machine Zone



Besides last-minute interceptions and Left Shark, the record 114.4 million people who watched last weekend’s Super Bowl XLIX saw many commercials for videogames. These pricey ad spots were not bought up by big console games, but by free-to-play mobile apps like Game of War, Clash of Clans, and Heroes Charge.


Could it possibly be worth spending $4.5 million for 30 seconds of airtime to get people to take notice of your free-to-play phone game?


According to analytics firm Appfigures, all three games saw an uptick in downloads following their Super Bowl spots: Heroes Charge moved from an unranked position to number 86 in the iOS games category, while Game of War and Clash of Clans moved up 95 and 18 slots respectively.


Each of these games makes its money through in-app purchases that get users to pay for bonuses after they’ve started playing: an energy recharge, an extra pack of barbarians.


User acquisition—getting more people to start playing—is paramount. And it’s expensive. According to mobile market researcher Fiksu, the cost per loyal user rose steadily throughout 2014, peaking at $2.25 in September and staying over $2 ever since.


Since such a small percentage of users of free-to-play games actually pay anything, they need to draw in many, many players to keep earning money. Thus, mobile gamemakers with big ad budgets took the opportunity to reach a wider audience with the Super Bowl and other big TV spots.


“Through television, we’re seeing a ten-fold growth in our player volume, and with more than one million apps for players to choose to engage with, it’s really increased the cost to market in what is now an overly saturated area,” said Benjamin Gifford of uCool, which makes Heroes Charge, in an interview with AdWeek.


Game of War‘s ads starring a scantily-clad Kate Upton are the television equivalent of the notorious “come play, my lord” exploitative ads for the free game Evony seen across the Internet throughout the 2000s. But the ads work. Game of War‘s Super Bowl buy is part of a $40 million ad campaign that has rocketed the game to an estimated daily revenue of more than $1 million.



Contextual Awareness: What’s All the Fuss About?



WIRED



One of the hallmarks of recent technology is the way it is designed to respond to the people who use it. Easy examples of where we already see that happening are Google Now Cards (or Waze) that follow the user’s travels, notifications of the user’s upcoming appointments, app preferences, and accurate contact selection when the user enters only a few letters. In the industry, this responsiveness is known as “contextual awareness,” where a given computing device uses user-specific data, like location-based technology and sensors to determine their users’ circumstances. Then it seems as if the device “knows” where the user is and what he or she needs.


It goes without saying that, even though desktop computers make use of this technology to some degree, mobile devices are the greatest providers of contextual awareness.


The mobile keyboard has come a long way from its humble push-button origins. If once the keyboard was an unresponsive piece of unintelligent hardware, the latest versions feature software touchscreens seemingly capable of anticipating and responding to your needs before you’re even aware of them.


Users have already come to expect a certain level of proactive responsiveness from their keyboards. Be they word predictions that change according to the person you’re interacting with, or auto-learning the names, locations and slang that you frequently use in your texting, contextual-awareness, albeit a very limited form of it, is already a standard requirement in any self-respecting keyboard app. However, that’s just the tip of the iceberg when it comes to the value-adding capabilities that AI-based contextual-awareness could potentially provide.


How can a keyboard do all that? Well, let’s take a step back and consider the way keyboards store information for the sake of sophisticated AI-based analysis, and we’ll understand how the future is nearly here.


The simplest form of language processing is the kind of one-to-one ratio of meaning that appears in stilted, mechanical, bad translations. In the past, even more sophisticated attempts at language processing depended on inputting vast amounts of data, including rules that governed manipulation of the content entered as well. The results may have been functional, but were not natural.


Using AI for translations should improve upon that kind of language by recognizing the way words are being used repeatedly, including when they are used in different ways. The AI “machine learning” uses algorithms that examine vast amounts of real-world examples, and then derive the rules that govern that natural language. These statistical inferences determine the best possible match for the word in question, and they are much more successful at generating language that sounds like that used by real live human beings. Indeed, in the best case scenario, the computer seems to be learning the language from its users and responding as if it has human understanding.


In using the algorithms that study natural language and creating new language that mirrors natural use, AI breaks every sentence down into definable segments that function as commands, and in turn determines what action is an appropriate response to those sentences. The idea of these smart keyboards is comparable: they will study users’ keystrokes and the order of events that follow from them and be able to apply that “knowledge” in the future, when those same keystrokes are made.


Let’s consider the following scenarios:



  • You text a friend to meet you for lunch. In doing so, of course, you have used your smartphone’s keyboard. If your keyboard were contextually aware, it would process your sentence and send an invitation to your friend, suggest locations for you to meet, recommend restaurants, provide directions, make a reservation, and more.

  • You begin typing the letters of a particular client’s company name. Now, your keyboard recognizes those keystrokes and calls for the previous correspondence and other history with that client.

  • On Mother’s Day, you open your contacts list to reach your mother, and your contextually aware keyboard suggests sending flowers to her.

  • Your users type in your product’s name, and you are able to target their attention with advertisements that draw on those keystrokes.


As keyboards are programmed to incorporate contextual awareness, the possibilities of their usefulness will become nearly boundless. The amount of time saved by the simple act of the keyboard recognizing your need to set up an appointment and then responding proactively with an open calendar app is just one low-hanging example.


Moreover, as you use your smart keyboard, it will analyze your input and adapt to your usage. Once the software is in place, it falls to you, the user, to increase the degree of sophistication in its suggestions and recommendations for you. That is, the more you use it, the more attuned and nuanced it will become.


The development of contextually aware keyboards will draw on the sophistication of AI, and as it is built into widely used products like smartphones and used with regularity, the user experience will be personally tailored beyond anything we have seen thus far. It is exciting to realize that future is almost here.


Oded Lilos is the CMO of Ginger Software, a mobile keyboard app developer.



UK Tribunal Declares NSA’s Data-Sharing with British Intel Illegal


A British tribunal has ruled that data sharing between the NSA and the UK spy group known as GCHQ was illegal for years. Why? Because it was done in secret.


The Investigatory Powers Tribunal in the UK ruled today (.pdf) that British intelligence services acted unlawfully when they accessed the private communications of millions of people that had been collected by the NSA under its mass-surveillance programs known as PRISM and Upstream. The PRISM program, which began in 2007, allowed the NSA to collect data in bulk from U.S. companies like Yahoo and Google. The Upstream program involved the collection of data from taps placed on undersea cables outside the U.S.


The UK’s use of the NSA data was illegal, the Tribunal found, because it violated the European Convention on Human Rights, which requires that activity that infringes on an individual’s privacy be done both in accordance with the law and only when necessary and proportionate. The law requires that there be a detailed and publicly accessible legal framework in place that explains any privacy safeguards that are in place to help regulate programs that interfere with privacy. This was not the case until December 2014, after documents leaked by NSA whistleblower Edward Snowden exposed the data-sharing programs and a legal challenge to the data-sharing forced the government to disclose the safeguards it was using.


The legal challenge was brought in July 2013 by Privacy International, Liberty, and other human rights and civil liberties groups. These groups argued in their complaint that by obtaining data about UK citizens from the NSA, UK spy agencies had done an end-run around privacy protections that UK citizens have under domestic laws. This forced the UK intelligence community to explain the safeguards it had put in place to govern use of the data.


“We now know that, by keeping the public in the dark about their secret dealings with the NSA, GCHQ acted unlawfully and violated our rights,” said James Welch, legal director for Liberty, in a statement. “That their activities are now deemed lawful is thanks only to the degree of disclosure Liberty and the other claimants were able to force from our secrecy-obsessed government.”


The Guardian notes that this is the first time since the Tribunal was established in 2000 that it has upheld a complaint relating to the UK’s intelligence agencies.


But civil liberties groups say the Tribunal didn’t go far enough. They are appealing an earlier decision by the Tribunal in December of last year, which found that now that the safeguards are public, the program is legal.


“The IPT ruled that, because the government was forced to disclosed these previous secret policies during the case, that the sharing of intelligence between GCHQ and NSA is lawful post December 2014. We obviously disagree with that,” Mike Rispoli, spokesman for Privacy International told WIRED.


He said the groups are also still waiting on a ruling from the Tribunal regarding the “proportionality” of the data collection and sharing. That ruling is expected within a few months.



How Wearable Cameras Help Ski Racers Shave Seconds


Julia Mancuso on a training run, as seen from a camera mounted on her ski tip. (Image: GoPro)

Julia Mancuso on a training run, as seen from a camera mounted on her ski tip. (Image: GoPro)



When you’re flying down an icy ski slope at 80 miles per hour, shooting hundreds of feet through the air and covering miles in just minutes, it’s not so easy to determine the angle of your edges as you carve a turn, or measure the exact distance between your hips and your knees. And yet it’s precisely those tiny adjustments that make all the difference at skiing’s highest level, where a few hundredths of a second can separate eternal glory from relative obscurity.


As the 2015 FIS Alpine World Ski Championships continue this week and next in Beaver Creek, Colorado, top athletes are hoping that their training has adequately prepared them for one of the sport’s biggest stages. After all, in a sport where an entire season’s worth of competitive action – about a dozen 1- or 2-minute long races – can elapse in less time than an episode of Modern Family, mastery over the minutiae can have an outsized impact. With this recognition, professional skiing has wholeheartedly embraced advanced metrics, customized nutrition plans, and high-tech training tools.


One of the recent arrivals on the training scene is the small but mighty GoPro, the wearable camera that has turned a generation of recreational athletes into hyper-sharing weekend warriors. Over the last few years, even the world’s best athletes began to generate such footage, largely for their own amusement or for promotional purposes, letting their fans in on the latest shred session. “At first I was just getting cool images and cool shots,” says two-time Olympic gold medalist Ted Ligety, arguably the U.S. men’s ski team’s most consistent star. “But as we played with it and thought about it, it evolved into a training tool.”


Ligety seized the opportunity, experimenting with different camera mounts that would allow him to see different angles of his run. Soon, the cameras were everywhere: on his helmet, strapped to his chest, stuck to his boots. His favorite vantage point came from the “narwhal” mount, a rod that extends two feet from the back of his helmet, faces forward, and provides a bizarre, disconcerting view of a run from a head-stationary perspective. (See video at the bottom of this post.)


Julia Mancuso, who, with four Olympic medals is the most decorated female American alpine skier, has found a lower camera angle that captures her skis to be most enlightening. “You can really see where you pressure the snow as you make a turn,” she explains, “which is harder to get with a static camera.” She likens the flexing of the skis digging into a turn to a rubber band. As you push down, they bend, accumulating potential energy that, when dissipated in the rebound, provides a kinetic boost. “The earlier that happens and the smoother that is,” says Mancuso, “the easier it is to let gravity propel you into the next turn.”


This brand of nuanced analysis runs counter to a more traditional approach to ski training based on “feel” and a more approximate relationship with performance attribution. When a full run was integrated over 90 seconds, it was hard to know precisely which turn, which millisecond, caused the result. But now, by tallying miniscule deviations from the video and linking it to several different split times, it’s possible to isolate variables and figure out how much time a prematurely pressured inside edge will cost you.


At the end of a training run, Ligety will hop on the chairlift and review the GoPro footage on his phone during the ride to the top of the mountain, looking for a cleaner line between gates, or making a mental note to pressure his skis earlier on turn #4. Mancuso typically watches a day’s worth of video in the evening, where a larger screen can show minute differences between skiers. “I mostly analyze the side-by-sides, where you can really see the small differences” between different athletes, cross-referencing with the clock to judge the effectiveness of divergent approaches.


GoPro is also capitalizing on the partnership with the US Ski Team, which subjects the cameras to particularly rigorous “The athletes are working directly with our engineering team in product development,” says Todd Ballard, the company’s senior director of lifestyle marketing. “It’s definitely affected the output of our product, since they’re putting the cameras into the most extreme use cases possible.”


What’s next in video feedback for professional ski racers? Mancuso is anticipating a higher frame rate: “the number of frames per second keeps improving” she notes, “but with more frames we can see how the skis are bending, and how the edges are holding through a turn.” Ligety, meanwhile, is hoping for drones. “A follow cam drone that follows you down the hill – how cool would that be?”



The Week in TV: Jimmy Fallon Reunites the Cast of Saved by the Bell, and It Is Good


The moral of the story this week in television is that it’s way past time for Jimmy Fallon to bring the Tonight Show back to Los Angeles. Ellen DeGeneres showed up to play Password and we couldn’t even make room for it! That is the embarrassment of riches we’re dealing with here. But other shows were still on the air. Seth Meyers had Gabrielle Union on to talk about how she’s a total bro (no, but really). Jon Stewart gave anti-vaxxers a good hard spanking (sadly, no spanking would be hard enough). Broad City’s Abbi Abrams (Abbi Jacobson) discovered the horrors of grocery shopping under the influence of anesthesia. Oh, and Katy Perry turned the Super Bowl into her own personal playroom. It’s a beautiful day in the TV neighborhood!


The Tonight Show Starring Jimmy Fallon—Jimmy Fallon Went to Bayside High With Saved by the Bell Cast


It’s that thing where you didn’t realize how badly you needed this catharsis until you got it 22 years later and suddenly the world felt right. The magic of Kelly Kapowski will never fade.


The Daily Show With Jon Stewart—Les Measlesrables




Come on, Marin County! Get over yourself. It’s called herd immunity and you’re a part of the herd!


The Tonight Show Starring Jimmy Fallon—Jimmy Fallon’s Fresh Prince Cold Open




Jimmy Fallon called in his entire contacts list this week, and in doing so hit the nostalgia button super hard.


Saturday Night Live—D’Angelo: “The Charade”




When D’Angelo comes back, he comes back in a big way. Fourteen years off was a long time, but Black Messiah has been well worth the wait.


Broad City—Abbi and Bingo Bronson Go to Whole Foods




Only a little bit different from an actual trip to Whole Foods.


Late Night with Seth Meyers—Gabrielle Union Reveals the Art of the Sports Heckle




“I think I was born with way too much testosterone,” says Gabrielle Union. Suddenly heterosexual men everywhere are updating their e-dating profiles to say: “Looking for a woman with way too much testosterone.” Because Gabrielle Union.


The Tonight Show Starring Jimmy Fallon—Jimmy Fallon, the Roots, and Music Superstars Sing “We Are the Champions” (A Cappella)




Christina Aguilera is here now. The rest of you are excused.


Super Bowl XLIX—Katy Perry Halftime Show




There are so many potential Best Parts of this performance. The massive puppet tiger, Left Shark, dancing human beach balls, pyrotechnics, a guns-blazing appearance by Missy Elliott for seemingly no other reason that Katy Perry looks like she’s always wanted to perform with Missy Elliott—it’s like Stefon and Perry got together and hashed this one out over lots of weed. All the Katy Cats in the house say hollaaaaaa!


Saturday Night Live—The Jay Z Story




At first, we weren’t totally sold on this sketch, but by the time Jason Sudeikis showed up as Kanye West resistance became futile.


The Tonight Show Starring Jimmy Fallon—Lip Sync Battle with Will Ferrell, Kevin Hart and Jimmy Fallon




We know this is the 1,000th Tonight Show clip already, but Jimmy Fallon has been on fire this week!



A Wireless Sensor That Locks Your Mac When You Walk Away


The new Sesame 2 keychain fob wirelessly locks and unlocks your Mac.

The new Sesame 2 keychain fob wirelessly locks and unlocks your Mac. Atama



Security is boring—particularly when it works properly.


The new Sesame 2 key fob is a dead-simple security solution for your Mac that’s exactly the right kind of boring. It automatically locks your computer when you walk away from it. Also, not as boring, it allows for some customizable actions including two-factor authentication.


The small device fastens to your keychain or slips into your change pocket and pairs to your Mac over Bluetooth. It can determine your physical distance from your machine, and when you wander too far away from your Mac, it can force the screen to lock, requiring a login to access the desktop again.


When you return, it can either unlock your computer automatically or, if you have the optional Two-Factor Authentication mode enabled, require both the system password and the Sesame 2 to unlock the computer.


Atama originally put out its first Sesame Bluetooth key last year. This new version, the Sesame 2, is now available on the London-based company’s website for $39, or at Apple Stores and Amazon in the U.K. for £39.


The distance that triggers a screen lock is somewhat customizable—users can choose between “Near” and “Far” locking distances. While there’s some fluctuation in actual distance because of varying real-world conditions, the “Near” option typically locks your Mac once you step 20-25 feet away from it.


In addition to locking and unlocking your screen, the Sesame 2 also lets you automate custom actions with AppleScript. For example, you can set Spotify to pause when you walk away and resume when you return, or adjust your messaging status on to “Away” automatically when you stroll to the kitchen.


While you can certainly use a smartphone app to accomplish close to the same net result—locking and unlocking your computer according to your proximity—the app method does require further dependence on your phone. If you take your phone with you everywhere you go, you probably don’t need something like the Sesame 2. But, if you want the freedom to leave your phone behind or stashed in your bag while you interface offline, then the small, low-impact Sesame may give you one less thing to worry about when you step away from your computer.


So, what happens if you lose your keys with the Sesame 2 attached? The fob’s fail-safe is the same as if you’d forgotten your Mac OS X system password: just reboot your computer in target disk mode and reset your login requirements.


Atama’s Sesame 2 is currently compatible with most Macs from 2012 or later running either OS X 10.9.5 or OS X 10.10. Though there isn’t currently an option available for Windows PCs, Atama is conducting beta-testing for an eventual Windows-supported release.


Attach it to your keychain or pop it into your pocket.

Attach it to your keychain or pop it into your pocket. Atama




Better Call Saul Is No Breaking Bad, But It’ll Be Just as Addictive


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Ben Leuner/AMC



The first time we meet Saul Goodman—in a Breaking Bad episode titled “Better Call Saul”—is on a TV screen, as the star of a comically janky local TV commercial for his legal services, complete with inflatable Statutes of Liberty and a tinny rendition of “Yankee Doodle Dandy.” The first time Walter White meets Saul, Walt offers him $10,000 to keep a client from talking to the DEA—and when Saul isn’t immediately compliant, kidnaps him at gunpoint and threatens to kill him.


And that’s when we learn who Saul Goodman really is: a man who can talk himself out of an empty grave and into $50K with both his hands tied behind his back. Saul knows how to talk to desperate men, because he has been a desperate man, and more accurately, because he still is. Despite all his swagger, there is always the faint smell of sweat to everything he does, even and especially as the fat stacks of cash roll out across his desk. In Better Call Saul, the prequel spinoff to AMC’s critically acclaimed meth drama, we finally get to learn a little more about why. It’s not the same as Breaking Bad, but it promises to be just as addictive.


As with so many seasons of its predecessor, Better Call Saul opens on a flash-forward, where we find Saul (Bob Odenkirk) not plying his trade in the familiar world of Albuquerque, New Mexico, but working at a Cinnabon somewhere very cold. Much like the famous pool scene that foretold the plane crash in Breaking Bad’s second season, it’s filmed in black and white. Its lingering shots of sliced dough and silver trays are shown in a way that makes them look as methodical as Walt and Jesse’s meth manufacturing, except that he’s baking pastries instead of cooking drugs—and for minimum wage, not millions.


When a burly man sitting in the Cinnabon gives Saul a long look and starts walking towards him, we see Saul tense up—has something finally caught up with him? When the man passes him by and embraces a child, Saul heaves a sigh a relief, although a larger danger surely lingers. Later, when he heads home, we see him pour a glass of bourbon and dig an old VHS tape out of a box: a cut of his old legal commercials, just as cheesy and hamfisted as ever. He watches them with tears in his eyes, like a divorcee lingering over an old wedding video.


Where is Saul? What’s he running from? Why is he working at Cinnabon but living in what looks like a fairly expensive house? Expect these questions to linger over the show’s entire first season, especially after we flash back to 2002, which serves as the present-day of the prequel. Saul is still the same old seedy lawyer, although now he’s going by the name Jimmy McGill. It’s hard to tell if this is a pseudonym or the revelation of his real name. Back in Saul’s first Breaking Bad appearance, he claimed that he wasn’t really Jewish, and thus that “Goodman” was just an affectation. Perhaps he was never really Saul, either, that it was his “Heisenberg” all along.


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Ursula Coyote/AMC



And as disreputable as his strip mall offices might have seemed to Walt, they’re practically palatial compared to where we find him in 2002: a sad little storage room behind the laundry area of a Korean nail salon—very likely the same one he later tried to convince Jesse, Walt, and Skyler to buy for money laundering purposes. At the moment, however, he’s not on very good terms with the proprietor: “Cucumber water for customers only,” she snaps when he tries to pour himself a cup.


It’s funny to think of the Saul we meet in Breaking Bad as a success story, but after the parade of humiliations and failures we see him endure in the premiere (not unlike the ones we saw Walt endure in his early episodes) that’s exactly how he seems, in retrospect. Better Call Saul is smaller a show, in some ways, about a smaller man with a different sort of desperate ambition. While Saul might never have had the lofty scientific ambitions of a man like Walt, he possesses his own kind of brilliance, albeit one soaked in flop sweat and wearing far cheaper clothes.


At its heart, as creator Vince Gilligan told WIRED, Saul’s story is an addiction story. “It’s not an addiction story in the sense of he’s addicted to drugs or alcohol or gambling or sex,” Gilligan says. “It occurred to us that Saul’s addiction is to the world of outlaws. … He has an innate understanding of life’s less fortunate people—because he’s been unfortunate himself, we’re going to learn. And he wants to do right, but he does not want to be a chump, or a victim. And partly because of that, he’s drawn toward the outlaws of the world. Not the petty crooks, but the big thinkers, the guys who dream.”


Presumably, there are going to be a lot of retrospective revelations in Better Call Saul, but that’s one of the best so far: That Saul and Walt were essentially symbiotic organisms, men who perfectly enabled each other’s addictions. Walt’s lust for power was insatiable, but Saul’s hunger is a bit more modest; he wants to be the middle-manager to Walt’s king, for a little bit of Walt’s cold blue shimmer (and cold hard cash) to rub off as they brush shoulders.


The big question for Breaking Bad fans is whether or not Better Call Saul is worth watching. It certainly is. Although the desperate chronicles of a seedy attorney might not have quite the same high concept punch as a terminally-ill, meth-cooking high school chemistry teacher, there’s a similar sort of desperate ambition that runs through the heart of both shows, and one that is hard to look away from.


Having been able to screen the pilot, it’s clear to see this is most definitely a show made by Vince Gilligan, from its tantalizing cold open to the familiar faces who show up in unexpected ways. And of course, there are all the satisfying little details that so often pepper his work, from the court officer we watch doodle a unicorn-riding barbarian on a notepad, to the one red door we see on Saul’s rundown car, a vestige of some sort of accident—or perhaps something more.


Music often proved consequential (or at least thematically appropriate) in Breaking Bad, and so it may be worth paying attention to the lyrics of the song that opens the show, “Address Unknown” by The Ink Spots: “Oh how could I be so blind?/Who’d think that you would never be hard to find?/From the place of your birth to the ends of the earth/I’ve searched only to find: address unknown.”


Is it a song that reveals something about the Saul we meet in the future? Is he the one searching for someone in the frozen north? Or is it the other way around? Did he get into the nondescript minivan of an extractor—like he told Jesse to do when things got ugly—and is someone now searching for him?