While none of these services can claim to have gone mainstream yet, they have all shown that on-demand gaming can be a viable market in its own right. Amazon and Netflix also entered the market, with Netflix taking a different approach by offering downloadable game content on users' devices. However, other cloud services continued to grow, including Nvidia's GeForce Now and Microsoft's Xbox Cloud Gaming. Google's Stadia streaming gaming service may not exist in 2023 - it proved to be a great idea, backed by solid technology, that just didn't catch on with consumers. Examples of how it will be used include generating dynamic storylines, creating more natural, believable characters who can converse with players without simply reading from scripts, and assisting in the building of vast game worlds and environments. In 2024, we will start to see the impact of the latest generation of generative AI tools really take off in the gaming space.
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