Technology Record - Issue 22: Autumn 2021

164 www. t e c h n o l o g y r e c o r d . c om F E ATUR E process goes much more quickly. Real-time ren- dering enables teams to get instant verification of what their ideas look like. With that feedback, they can create different, immersive experiences, eliminating waste at every phase of production.” In the future, Crownshaw anticipates that sus- tainability will drive even further change, as media organisations recognise the responsibilities, they have in tackling the threat of climate change. “It’s going to be really hard to become carbon negative without transforming workflows on a greater scale than we ever have,” he says. “Some of the technologies required won’t even have been invented yet, and it’s not something that media and entertainment in general has begun engaging with on a large scale. But, with such drastic results of a changing climate, I believe businesses will work much harder to understand and reduce their impact. Having spent time with leaders across the industry, I think it’s starting to become a critical issue, and it’s something Microsoft can help them with.” With the pace of change only set to increase, keeping up with developments in technology and processes is becoming increasingly difficult. Microsoft’s extensive expertise can be a valuable resource to help companies maintain their com- petitiveness, suggests Crownshaw. “All of the data shows that the shifts in these workflows are definitely underway,” he says. “It’s reshaping the way that media and entertain- ment companies think about their competitive edge. They have to think very carefully about how they want to use all these technologies and the process by which they adopt them. And I think Microsoft, as a technology company with decades of experience, is a great partner to help them bring these technologies together and reimagine those processes for people.” We asked Microsoft partner Experian how it has delivered innovation in the developing gaming industry Partner perspectives “The rise of online gaming has conjured some very real issues around player protection and protection from fraud for the platform provider. In December 2019, the UK’s National Health Service stated there was a rising tide of gaming-related health problems. Outbreaks of fraudulent activities have also been well-publicised. The need to protect gamblers, while providing a seamless onboarding and playing experience must be balanced as these dual issues attract the attention of regulators. Technologies that manage ‘identity resolution’ can help exclude returning problem gamblers and those that look to use the platforms for nefarious activities such as money laundering. Key to these technologies are a combination of batch and real-time data processing, sophisticated duplicates identification and access to reference data on known individuals and devices.” Steve Farr Vice President of Solutions and Marketing at Experian Data Quality