Posted on March 11, 2010
gamer
OK Go's music videos can become such impressive viral hits because Internet video can be embedded pretty much everywhere. You don't have to visit OK Go's website, it's just there. That's the same for music and photos, too. Heck, it's true of pretty much every form of media that's not video games. InstantAction is proposing a solution: the embeddable video game.
I saw InstantAction about a year ago while still working for MTV News. At the time, InstantAction was mostly a portal for powerful, modern-looking games to run through a browser. I asked them whether the games could ever be embedded like YouTube. The technology didn't exist a year ago, but the team said it was possible. Earlier this week, however, InstantAction showed me what I was hoping for in working form and I'm convinced it could change games and how we all discover them.
The moment it clicked? When I watched CEO Louis Castle (whose name might ring a bell - he used to head Electronic Arts' now-closed Blueprint studio and co-founded Westwood Studios) embed LucasArts' The Secret of Monkey Island remake into an actual Tumblr blog and start playing the game a few minutes later through the blog. Upping the ante, Castle demonstrated the same concept, except it was Assassin's Creed running through his Facebook account. Assassin's Creed through a Facebook account.
I was already imagining being able to write stories and embed the games I was talking about into the story. That's not the point of InstantAction, but it's an exciting byproduct of the tech.
Read More?