In today’s global market landscape, companies accumulate power by building carefully designed hyper-specialized service platforms. The more traffic they drive, the larger their user base grows, and the more leverage they have over their partners and content providers. They may provide software content, and media or physical goods, however an imbalance ultimately occurs and platform owners generally take advantage of this to impose rules that benefit them the most.
Content providers are initially hard to attract but eventually platforms become unavoidable and in this model, distribution is the core value of the business. In contrast, with blockchain platforms, the content is just as important as the distribution regardless of the platform’s size because a good blockchain protocol is essentially a self-service ‘make your own shop’ kit.
With this in mind, it’s easy to see why content creators are increasingly turning to blockchain in a bid to take back control. Content providers can push their media on the blockchain (be that a video game they have developed, music they have created, or a news article they have written) and are guaranteed to earn money according to predefined rules if their content is consumed, regardless of when and where.
Those interested in distributing the content can use blockchain technology to create their own distribution platform and provide the content to their own audience, as well as build their own revenue streams. The premise is that with a well designed blockchain foundation, no trust is required between content providers, distributors, and consumers. Everyone is bound to the same immutable, pre-designed rules imposed by an impartial and often decentralized entity that cannot be bypassed if you want to use the service to provide, acquire, or distribute content.
All distribution platforms receive content and monetize it by distributing it to as many people as possible, resulting in platform owners having little to no leverage over content providers. Because of the open nature of this business model, platform owners are incentivized to provide better services than their competition — be it in the form of addressing market niches, focusing on particular geographical regions or, in some cases, providing full spectrum services.
This open distribution model is the essence of blockchain technology. Digital assets such as movies, news articles, and music come to mind easily, but it works for the physical world as well. There is a real revolution ahead and many people won’t even notice it because it's not necessarily about providing a new type of service — it's more about providing the same service but in a fairer, safer, and overall better way. Thanks to this new internet of value, it is easy to imagine that in a couple of years, there will be super shops and super news outlets that will aggregate blockchain content in a single place and simplify consumers’ searches by providing very large catalogues with content from a multitude of distributors.
Blockchain technology has the power to allow creators to take back control and, for the first time in a long time, put them on an even keel with consumers. Massive industry players will eventually lose their stronghold on the market and share it with many smaller actors that could cumulatively end up being bigger than them, even if they all use the same blockchain foundation! Content providers could be pushing their content to one single point of entry on the blockchain and still reach a large audience worldwide.
While blockchain technology is still in its infancy and its true potential hasn’t been fully realized yet, its role in digital content delivery has the power to transform the industry and benefit players and developers alike — but only if the tech behind it is truly designed to do so.
About Ultra and David Hanson
Ultra is building a first-class PC game publishing platform and marketplace that puts an end to the current distribution monopoly. Founded in 2017 by Nicolas Gilot and David Hanson, Ultra’s vision is to provide developers with the flexibility of a custom-built platform while bringing exciting innovations and financial incentives to players, making the development of a new breakthrough game distribution platform possible. For more information, visit https://ultra.io
David Hanson is Co-CEO of Ultra, a blockchain-based, game publishing platform designed to put an end to the current PC game market status quo. He has over 18 years of experience founding companies and operating them as CEO. He led Xiaobawang as CEO to develop a video game console targeted at the Chinese market, and built it in partnership with AMD with a budget north of US$100m. He was also founder and CEO of Pixelbeam, a video game studio later acquired by Kingsoft (Xiaomi).
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.
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