AT&T is not building a cloud gaming business \u2014 but it might be angling for a cut - Science and Nerds<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scienceandnerds.com\/2022\/07\/28\/att-is-not-building-a-cloud-gaming-business-but-it-might-be-angling-for-a-cut\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AT&T is not building a cloud gaming business \u2014 but it might be angling for a cut - Science and Nerds\" \/>\n<meta property=\"og:description\" content=\"Source: For many months, AT&T has been dangling a tantalizing possibility: what if its network let you instantly try blockbuster games for free? The company started by generically bundling free six-month subscriptions to Google Stadia and then began letting its customers stream full copies of Batman: Arkham Knight and Control over the internet. 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For many months, AT&T has been dangling a tantalizing possibility: what if its network let you instantly try blockbuster games for free? The company started by generically bundling free six-month subscriptions<\/a> to Google Stadia and then began letting its customers stream full copies of Batman: Arkham Knight<\/em><\/a> and Control<\/em> over the internet. Next, it hinted<\/a> at something even more intriguing: a try-before-you-buy game service where you could try a game directly from a search result<\/em>, buy and download a full copy once you determine you like it, and pick up right where you left off. <\/p>\n
No current cloud gaming service offers anything of the sort. <\/p>\n
But, after speaking to the man in charge of these AT&T initiatives, we\u2019ve learned that AT&T isn\u2019t planning to create such a thing itself. In fact, the company\u2019s experiments aren\u2019t pointing toward a cloud gaming business at all.<\/p>\n
\u201cWe\u2019re not going to turn it into a business,\u201d says Matthew Wallace, AT&T\u2019s assistant vice president of 5G product and innovation. \u201cOur goal in life is not to provide a gaming app or gaming service; it\u2019s to provide the underlying network capability and then make those capabilities available to the gaming companies and customers.\u201d <\/p>\n
\n\u201cOur goal in life is not to provide a gaming app\u201d<\/q><\/aside>\n<\/div>\nI ask the question other ways, too, just to be sure I\u2019m understanding correctly. Would AT&T want to provide the missing pieces of that try-before-you-buy vision? \u201cWe\u2019re not interested in launching a gaming service for that,\u201d Wallace says. The company has existing relationships with Google and Microsoft, so it\u2019s not investing in building out a cloud network of its own to attract game publishers, nor does it have another free game like Batman<\/em> or Control<\/em> lined up; Wallace says AT&T\u2019s looking for its next partner there now.<\/p>\n
What does AT&T want out of cloud gaming, then? Wallace, a 25-year AT&T veteran, was willing to be candid. His role with it only dates back to 2019, and it started as a test case for 5G \u2014 just one particularly useful example of a difficult but potentially desirable network load that takes advantage of the speedier connectivity. \u201cGaming, especially cloud gaming, was one of the very first things that popped to the forefront,\u201d he says. <\/p>\n\n<\/aside>\nSo the job was to partner with gaming companies and figure out how the network might better serve their needs. \u201cOur focus is what we can do in the network to make sure the customer session has the right characteristics,\u201d says Wallace. That includes not only radio performance but also optimized paths for all the data going through the network, shortening the time it takes to travel \u201cfrom the mobile core to where the applications are,\u201d among other hops. <\/p>\n
A poorly understood fact about cloud gaming is that a fast-in-terms-of-download-speed connection isn\u2019t fast enough. Far more important is latency \u2014 here, the time it takes for your button press to make its way to a remote server, move your game character, and make its way all the way back to your screen. Wallace says AT&T has learned that both speed and latency have to be consistent for cloud gaming and that consistency has \u201cdefinitely held back cellular networks.\u201d That\u2019s what the company\u2019s working on with these public tests. <\/p>\nAnd there, AT&T might have a thought on how to dramatically improve the consistency, but it\u2019s a potentially controversial one. Wallace says the company\u2019s been testing quality-of-service adjustments that could \u201censure resources are allocated to customers who are using a cloud gaming app.\u201d In other words, AT&T could prioritize cloud gaming uses over other kinds of data \u2014 something that would fly in the face of net neutrality<\/a> principles. (Net neutrality is mostly dead<\/a> in the US but alive in California<\/a>, and it might be coming back<\/a> nationally.) <\/p>\n
Mind you, Wallace says AT&T\u2019s only been testing this internally in the lab and in the field. \u201cIt\u2019s not something we\u2019ve been offering live yet,\u201d he says. \u201cWe have not figured out go-to-market on any of these things, but you could imagine a future where for the right service levels, gaming just works for the customer \u2014 they don\u2019t have to do anything special.\u201d<\/p>\n
I\u2019m torn. Cloud gaming has to \u201cjust work\u201d<\/a> if it\u2019s ever going to succeed, but it sure sounds like AT&T\u2019s thinking about paid prioritization<\/a> with that \u201cright service levels\u201d comment. If I had to pick, I\u2019d pick net neutrality. <\/p>\n<\/div>\n

<\/br><\/code><\/p>\n
Source: https:\/\/www.theverge.com\/2022\/7\/27\/23281073\/att-no-cloud-gaming-business-matthew-wallace-qos<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"
Source: For many months, AT&T has been dangling a tantalizing possibility: what if its network let you instantly try blockbuster games for free? The company started by generically bundling free six-month subscriptions to Google Stadia and then began letting its customers stream full copies of Batman: Arkham Knight and Control over the internet. Next, it […]<\/p>\n","protected":false},"author":1,"featured_media":11055,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"pagelayer_contact_templates":[],"_pagelayer_content":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[12,8],"tags":[13],"class_list":["post-11054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gaming","category-technology","tag-gaming"],"yoast_head":"\nAT&T is not building a cloud gaming business \u2014 but it might be angling for a cut - Science and Nerds<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scienceandnerds.com\/2022\/07\/28\/att-is-not-building-a-cloud-gaming-business-but-it-might-be-angling-for-a-cut\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AT&T is not building a cloud gaming business \u2014 but it might be angling for a cut - Science and Nerds\" \/>\n<meta property=\"og:description\" content=\"Source: For many months, AT&T has been dangling a tantalizing possibility: what if its network let you instantly try blockbuster games for free? 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