NAB Show 2023: Alice & Smith demonstrate how PlayFab can be leveraged for audience engagement

NAB Show 2023: Alice & Smith demonstrate how PlayFab can be leveraged for audience engagement


Agency demonstrates how techniques used in video games can be applied to media streaming 

Amber Hickman |


Entertainment agency and game developer Alice & Smith joined Microsoft at NAB Show in Las Vegas, USA, on 15-19 April to showcase its solutions for audience engagement and monetisation. 

The organisations showcased a preview of Microsoft PlayFab for Media LiveOps, a platform which will use gamification techniques to transform user experiences. 

The platform utilises Microsoft’s game development solutions PlayFab and LiveOps, which help deliver games-as-a-service to players and currently power live games such as Roblox and Minecraft. 

Media companies can use it to understand their audiences and react in real-time with targeted programming, promotions and user journeys, which as a result can help increase viewer engagement, loyalty and community building. 

Alice & Smith has developed XR Server, a user-friendly visual management tool that is available on Microsoft Azure and will help users start using the solution with ease. 

“XR Server is a game changer in helping our clients monetise their audience and drive increased loyalty and engagement with their brands,” says Chris Gordon principal program manager for the world-wide media & entertainment industry team at Microsoft. 

Alice & Smith also revealed a new Xandr LiveOps native integration, and NAB Show delegates had the opportunity to explore tools and services available on the advertising marketplace. 

The firm revealed new artificial intelligence capabilities too, showcasing the integration of ChatGPT AI and image generation for content creation purposes.  

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