The list of developers supporting Phillips' amBX quirky sensory surround technology grows in leaps and bounds as the company announces six new licenses at the Develop Conference in Brighton, UK. Zombie. Riot Games, Brain in a Jar, Invictus Games, Instinct Technology and Gearbox have all signed on to integrate the ambient experiences technology, joining a growing stable of developers that includes big names like Codemasters, THQ, and Kuju. Why are so many game creators jumping onto the amBX bandwagon?"

amBX is a very cool and innovative technology that allows your games to stand out in a very crowded marketplace," commented John E. Williamson, President, Zombie.

Sure, I can see it making your game stand out, but is their enough consumer interest in the technology to make it more than a niche novelty sort of thing?

I find it amazing that the technology is gaining such support from the industry, seeing as it basically makes developers add in extra software hooks to their games to support equipment that the end user may or may not even have access to. I remember when rumble technology was in its infancy that often times developers opted to forego supporting it simply because not everyone would be using it, and that was nowhere near as complex or expensive as needing a specialized monitor or television to produce colored light.

Could I be completely off about the viability of amBX? Ten years from now will integration with Philips' technology be part of standard gaming review criteria? Of course it won't, and even if I turn out to be horribly wrong I'll have adopted a pseudonym and a very convincing wig by then and you'll never be able to find me to rub it in.

PHILIPS GIVES SIX OF THE BEST AT DEVELOP
Develop, Brighton, United Kingdom - Philips today announced six new developer license agreements to its popular amBX platform. Gearbox Software, Zombie, Riot Games, Brain in a Jar, Invictus Games and Instinct Technology, have all become amBX licensees.

Shorthand for 'ambient experiences', amBX revolutionises the gameplay experience by extending the gaming world out of the screen and into the real world. amBX delivers a full 'sensory surround experience' by equipping game developers with a tool box to use light, colour, sound and even air flow through enabled devices, including the Philips amBX PC Gaming Peripherals range of LED colour-controlled lighting, rumble peripherals and desktop fans.

The developer signings represent a strong cross section of the worldwide development community, including Hungary-based Invictus Games, Los Angeles-based Riot Games and Seattle-based Zombie joining Texas-based Gearbox Software, developer of the hugely successful and critically acclaimed Brothers in Arms and one of the largest independent developers in the world.

"amBX is a very cool and innovative technology that allows your games to stand out in a very crowded marketplace," commented John E. Williamson, President, Zombie.

The agreement with Ireland-based Instinct Technology will see amBX used through Instinct Studio as part of future middleware solutions to the game development industry.

"We're really thrilled that Philips has partnered with us to allow amBX features to be exposed through Instinct Studio, furthering our aim of offering best in class support for complementary technologies within the Instinct Studio development environment," commented Mike Gamble, Business Development Director.

Representing the best of British, amongst the raft of amBX signings, is Cheshire-based Brain in a Jar.

"With our move to latest generation technology in the form of our soon to be announced Xbox 360 and PC racing game, Philips amBX is the perfect partner for enhancing the gaming experience on offer from our studio," commented Carl Dalton, Creative Director.

Philips is setting a global standard by licensing the amBX technology to computer game developers, publishers and peripherals manufacturers and Gearbox Software, Zombie, Riot Games, Brain in a Jar, Invictus Games and Instinct Technology join a rapidly growing list of games industry companies supporting amBX-enabled games and peripherals, including Codemasters, THQ, Introversion, Kuju, Revolution, Sumo Digital, Rivers Run Red, Philips Peripherals & Accessories and SpectraVideo. Philips is currently in the closing stages of agreements with a number of other high profile companies regarding amBX-enabling all kinds of games.

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