Roblox is working with Google to scale-up advertising, adding the search giant’s immersive ads and allowing users to opt-in to watch full-screen spots of up to 30-seconds to earn in-game perks. The program, known as Rewarded Video, was announced at the IAB PlayFronts where Roblox also touted new partnerships with measurement and brand lift firms including Nielsen, Kantar, IAS, Cint and DoubleVerify “to enable brands to better understand the impact of their investment.” Rewarded Video will be implemented by Google Ad Manager, which offers its own metrics. Gamers will be able to accrue benefits including virtual currency and power-ups. Read more

Runway has introduced a new video generation model, launching a next phase of competition that could transform film production. Notably, its Gen-4 system improves the consistency of characters, locations and objects across multiple scenes, an elusive prospect for most AI video generators. The New York-based startup calls its new development “a step towards Universal Generative Models that understand the world.” The key, Runway says, is to provide a single reference image of the character, item or environment as part of the model’s project material. Runway Gen-4 can generate 5- and 10-second clips at 720p resolution. Read more

Amazon is formally rolling out its new Nova family of foundation models. Teased at the re:Invent conference hosted by AWS, details of the new multimodal series began leaking out this month. As part of the move, Amazon is diving into the agentic AI business with a new model called Nova Act, which is now in research preview. Nova Act is designed to control Web browser actions and independently tackle simple tasks. A Nova Act SDK is also being made available to allow developers to customize their own agents using the general-purpose Nova. The company is pushing for agents to help streamline business productivity. Read more

French video game publisher Ubisoft has created a subsidiary focused on three of its most iconic and narratively cohesive brands: the worlds of the time-shifting actioner “Assassin’s Creed,” anthology mystery “Far Cry,” and tactical combat thriller “Tom Clancy’s Rainbow Six.” Essentially a spin-off unit, Ubisoft has secured backing from its minority investor Tencent, which is plowing $1.25 billion into the new venture. The Chinese game giant — sixteenth on the Companies Market Cap list of the world’s most valuable companies, at $593 billion as of this month — in September 2022 upped its stake to 10 percent of Ubisoft. Read more

AMC Entertainment has entered into a partnership with South Korean cinema technology company CJ 4DPlex to bring 65 of its ScreenX and 4DX theaters to its venues in the United States and Europe. AMC’s 25 ScreenX auditoriums will use 4DX’s signature multi-projection approach to immerse audiences in a 270-degree field of view, starting this summer. There will be 40 4DX installations opening, beginning in the fall. With 4DX, moviegoers get a multi-sensory experience that includes motion seating and atmospherics like water, wind, scents and snow in addition to special lighting and other effects to enhance the action onscreen. Read more