Category: 4. Technology

  • Introducing: Oris x Bamford ProPilot Altimeter ‘Mission Control’

    Introducing: Oris x Bamford ProPilot Altimeter ‘Mission Control’

    The watch features a black dial with yellow, lime, and red details, an altitude scale on the outer dial ring, and hands, indices, and numerals rendered in printed Super-LumiNova. The double-domed sapphire features an anti-reflective coating, while the caseback is crafted from grey PVD-plated titanium and screwed in. It includes a feet-to-meter conversion chart, allowing anyone to utilize the watch’s altitude measuring functions (unless you prefer to measure in cubits or furlongs). The crowns are also made in PVD-plated titanium, with a screw-down time-setting crown at 2 o’clock and a screw-down altimeter crown at 4 o’clock.


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  • Bosch news in China – Gasgoo

    Bosch news in China – Gasgoo

    According to Gasgoo Automotive Research Institute‘s rankings of ADAS suppliers in H1 2025, China’s passenger vehicle ADAS component market showed a highly concentrated structure across several key domains, including air suspension system, LiDAR, driving-dedicated ADAS, forward-facing camera, APA solution, HD map, and high precision positioning system.

    At the same time, the strong rise of Chinese suppliers such as BYD, Huawei, and Sunny Smartlead is challenging the traditional dominance of international giants like Bosch and Valeo, highlighting the growing competitiveness of China’s supply chain in both technological innovation and cost efficiency.

    Top air suspension system suppliers

    KH Automotive Technologies: 165,139 sets installed, 37.1% market share

    Tuopu Group: 134,524 sets installed, 30.2% market share

    Baolong Automotive: 91,717 sets installed, 20.6% market share

    Vibracoustic: 40,040 sets installed, 9.0% market share

    Continental: 13,139 sets installed, 3.0% market share

    Others: 457 sets installed, 0.1% market share

    The air suspension system market showed a highly concentrated structure. The top 3 players—KH Automotive Technologies (37.1%), Tuopu Group (30.2%), and Baolong Automotive (20.6%)—collectively secured 87.9% of the market share. KH Automotive Technologies led the market with 165,139 sets, while Baolong Automotive ranked third with 91,717 sets. The landscape reflected a clear tilt toward leading China’s local suppliers, highlighting their rise in critical technologies and underscoring the strong competitiveness of the local supply chain. Overall, the cost and technology iteration advantages of Chinese brands are expected to further accelerate market consolidation.

    Top LiDAR suppliers

    Huawei Technologies: 400,456 units installed, 40.0% market share

    Hesai Technology: 284,399 units installed, 28.4% market share

    RoboSense: 236,501 units installed, 23.6% market share

    Seyond: 80,570 units installed, 8.0% market share

    Others: 61 units installed, 0.01% market share

    Rankings of ADAS component suppliers in China (H1 2025): Market concentration remains high across multiple segments

    Huawei Technologies, Hesai Technology, and RoboSense together captured 92% of China’s LiDAR market, highlighting the sector’s high concentration. With the top 4 suppliers all being Chinese players, the supply chain advanced rapidly—shifting from early breakthroughs to establishing market dominance in core intelligent sensor technologies.

    The ranking also included blind-spot LiDAR. In terms of primary LiDAR installations, Hesai Technology ranked first.

    Top driving-dedicated ADAS suppliers

    Bosch: 1,067,448 sets installed, 15.3% market share

    BYD: 856,933 sets installed, 12.3% market share

    DENSO: 617,441 sets installed, 8.8% market share

    ZF: 491,731 sets installed, 7.0% market share

    Freetech: 410,220 sets installed, 5.9% market share

    Veoneer: 295,069 sets installed, 4.2% market share

    Huawei: 290,548 sets installed, 4.2% market share

    Valeo: 280,866 sets installed, 4.0% market share

    Tesla: 264,907 sets installed, 3.8% market share

    Aptiv: 243,909 sets installed, 3.5% market share

    Rankings of ADAS component suppliers in China (H1 2025): Market concentration remains high across multiple segments

    According to the rankings above, the market showed a clear concentration at the top. Bosch took the lead strongly with 1,067,448 sets (15.3% market share), followed by BYD with 856,933 sets (12.3%), together accounting for nearly 30% of the market. Notably, Huawei entered the top 7 with 290,548 sets (4.2%), highlighting the rapid penetration of tech companies into core ADAS hardware. Overall, while global giants still dominate, Chinese players like BYD and Huawei are gradually reshaping the supply chain landscape.

    Top forward-facing camera suppliers

    Bosch: 1,067,824 sets installed, 15.3% market share

    DENSO: 627,297 sets installed, 9.0% market share

    Sunny Smartlead: 609,187 sets installed, 8.7% market share

    BYD Semiconductor: 594,806 sets installed, 8.5% market share

    ZF: 501,398 sets installed, 7.2% market share

    Freetech: 408,786 sets installed, 5.8% market share

    Baolong: 381,329 sets installed, 5.5% market share

    Veoneer: 329,915 sets installed, 4.7% market share

    Valeo: 269,873 sets installed, 3.9% market share

    Tesla: 264,907 sets installed, 3.8% market share

    Rankings of ADAS component suppliers in China (H1 2025): Market concentration remains high across multiple segments

    Bosch remained the leader in forward-facing camera installations with 1,067,824 sets (15.3% share). China’s local players like Sunny Smartlead (609,187 sets, 8.7%) and BYD Semiconductor (594,806 sets, 8.5%) showed strong growth, underlining the rising competitiveness of Chinese suppliers in core technologies. The top 5 suppliers together accounted for 40.7% of the market, indicating a moderately high level of concentration. The rapid ascent of local manufacturers is reshaping the supply chain, driven by technological innovation, cost efficiency, and localized service capabilities, while also pushing forward-facing cameras toward becoming standard rather than optional features in intelligent vehicle systems.

    Top APA solution suppliers

    BYD: 701,767 sets installed, 19.6% market share

    Bosch: 494,825 sets installed, 13.8% market share

    Valeo: 405,750 sets installed, 11.3% market share

    Huawei: 290,548 sets installed, 8.1% market share

    Li Auto: 208,314 sets installed, 5.8% market share

    XPENG: 178,812 sets installed, 5.0% market share

    TungThih Electronic: 167,635 sets installed, 4.7% market share

    Xiaomi: 158,104 sets installed, 4.4% market share

    Momenta: 128,806 sets installed, 3.6% market share

    Leapmotor: 119,739 sets installed, 3.3% market share

    Rankings of ADAS component suppliers in China (H1 2025): Market concentration remains high across multiple segments

    BYD topped the APA solution market with 701,767 sets installed (19.6% share). International giants Bosch (494,825 sets, 13.8%) and Valeo (405,750 sets, 11.3%) followed, yet local players are rapidly gaining ground. Among the top 5, BYD, Huawei, Li Auto, and XPENG together held over 45.8% of the market. The strong performance of Chinese suppliers in core APA technologies is gradually shifting the supply chain landscape and accelerating the move toward making automated parking a standard feature in new energy vehicles (NEVs). Despite mounting competition and potential pricing pressure, growth driven by Chinese players is set to reinforce the strength and competitiveness of China’s automotive industry.

    Top HD map suppliers

    AutoNavi: 522,694 sets installed, 55.2% market share

    Tencent: 116,922 sets installed, 12.3% market share

    Langge Technology: 107,209 sets installed, 11.3% market share

    NavInfo: 72,138 sets installed, 7.6% market share

    Others: 127,996 sets installed, 13.5% market share

    Rankings of ADAS component suppliers in China (H1 2025): Market concentration remains high across multiple segments

    AutoNavi led the HD map market with 522,694 sets installed, holding a 55.2% share, due to its strong data resources, OEM partnerships, and ongoing technology upgrades. Tencent (116,922 sets, 12.3%), Langge Technology (107,209 sets, 11.3%), and NavInfo (72,138 sets, 7.6%) formed the second tier, together accounting for 31.2% of the market. While smaller suppliers still have room to grow in niche areas, the market is now dominated by the top players, with the four largest controlling 86.4% of installations. This concentration is speeding up technology standardization and reinforcing the leading suppliers’ position, turning HD maps into essential infrastructure for intelligent vehicles rather than just optional features.

    Top suppliers of high precision positioning system

    ASENSING: 1,135,021 sets installed, 56.7% market share

    Huawei: 290,263 sets installed, 14.5% market share

    CHC Navigation: 158,388 sets installed, 7.9% market share

    XPENG: 100,220 sets installed, 5.0% market share

    Qianxun SI: 21,434 sets installed, 1.1% market share

    Others: 295,676 sets installed, 14.8% market share

    Rankings of ADAS component suppliers in China (H1 2025): Market concentration remains high across multiple segments

    ASENSING dominated the high precision positioning system market with 1,135,021 sets installed (56.7% share), highlighting its strong capabilities in multi-sensor fusion technologies. Huawei followed with 290,263 sets (14.5% share). Notably, the top 3 suppliers—ASENSING, Huawei, and CHC Navigation—together secured 79.1% of the market, reflecting a highly concentrated landscape. Looking ahead, as automakers demand higher positioning accuracy and cost pressures intensify, suppliers with advanced multi-sensor fusion algorithms and automotive-grade mass production experience are expected to further squeeze smaller competitors.

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  • Cloud vs. Edge Gaming: Performance Gap Is Shrinking

    Cloud vs. Edge Gaming: Performance Gap Is Shrinking

    Chip designers and gaming companies are scrambling to figure out whether the gaming market will tilt toward the cloud, the edge, or some combination of both. Multi-gigabit internet allows more people to play high-end games in the cloud, but edge-based gaming consoles and devices remain well-rooted, more secure, and private.

    Which one wins? So far, there are more questions than answers. Handheld devices and phones offer basic games online, and they are the most popular way people access games globally today. Edge-based consoles and dedicated devices, meanwhile, provide much more realistic action and better graphics. But there is overlap between these two worlds, as well, blurring what previously were rigid dividing lines.

    “Gaming has historically worked on edge,” said Tyrran Ferguson, director of product and strategic partnerships at Imagination Technologies. “That’s how the graphics are being rendered on the device, in your hand, or in your computer, and the compute is happening there too. Cloud gaming is slowly removing it from the edge and moving it to the cloud. Maybe we see a future where the local GPUs are less powerful, running AI workloads locally or compute workloads, and the graphics are all on the cloud or whatever it may be. But the way it has worked up until recently is only edge gaming if you want to call it that — there’s no real term for it.”

    One key difference is that there is more collaboration in cloud gaming. “This means that the gaming software isn’t just working with one individual,” said Sathishkumar Balasubramanian, head of products for IC verification and EDA AI at Siemens EDA. “You can think about a gaming ecosystem covering millions of users pinging it, and making sure that they all interact with each other, so the problem changes. The edge becomes more of a client interface, where you have a front end and some edge processing — your tactile inputs. But most of the processing gets done in the cloud, because the entire gaming ecosystem resides in the cloud.”

    Yet even though more game processing is happening in the cloud, more intelligence is moving to the edge. “For both these use cases, the chips, OSes, and loads are different,” said Balasubramanian. “On the gaming side you need to provide graphics, because it’s got a display. That means the chip needs to be smart enough, and the driver should be smart enough and powerful enough to drive that resolution. It needs to be more responsive because you’re doing real-time with what you press. It needs to have enough data. Some of the simple things in the gaming system need to be done on the edge, so the processor load is different. Based on that, the chip complexity and performance that’s needed is changing.”

    Above all, there needs to be stability and correct functionality, as well as high performance, especially for the graphics processing. “We need to run fundamental functional verification. When I turn this switch, does the light go on? But the key for gaming is, how long does that take?” said Matthew Graham, senior group director, verification software product management at Cadence. “People don’t want to buy the latest gaming GPU and find their favorite game doesn’t run on it, or it doesn’t run on the right OS, whether it is MacOS, Windows, Android, iOS, or Linux that some consoles run on. The important thing is the combination of the hardware and the software. We can’t yet run the games that they want to run pre-silicon, but we can certainly run the game workloads, analyze full HD, 4K frames, and how they’re processed by the various tools and so on.”

    Because of the need for real-time processing, the edge will always have a role to play. “If you put everything in the cloud, you lose time,” said Balasubramanian. “You want to make sure things are very fast, more redundant, instantaneous in terms of making decisions. With intelligence coming into these edge devices where you’ve got to make decisions, there’s a lot more processing needed at the edge. I’m not talking about an LLM. I’m talking about a domain-specific language model.”

    AI and language models are a key challenge. “Edge computing pushes the limits of latency, bandwidth, and power efficiency — especially as AI workloads move closer to the user,” said Steven Woo, fellow and distinguished inventor at Rambus. “The challenge is delivering real-time responsiveness while managing thermal and energy constraints in compact, distributed environments that may also be battery-powered. AI models need to be smaller than their data center counterparts, but must maintain good accuracy and efficiency to be effective.”

    In the gaming and AI space, the fast pace of change makes chip design even harder. “We’re building hardware today that’s going to be in devices in three to five years,” said Anand Patel, senior director of product management for GPUs in the client line of business at Arm. “On the gaming side, it’s our relentless push for delivering more and more performance year on year. People talk about Moore’s Law and the gains diminishing, but we’re not seeing that play out in reality. There’s a continued push on how much performance and efficiency we can get out of the chip, and double-digit gains every year. Advanced nodes are absolutely a tool. There are things we’re having to do at the system level, as well, beyond the GPU. The CPU has to deliver overall performance, then stitch all this together in the board for the memory system (typically LPDDR), memory bandwidth, and new types of memory technology — with storage, since these models can be quite large, combined with the fact that we have to store them in flash — all of this needs to move along together to ensure that we can keep up with those games.”

    Gamers’ pain is latency
    In the gaming world, latency remains the biggest concern. “What is fascinating is that cloud models are getting so powerful that the latency is acceptable,” said Dave Garrett, vice president of technology and innovation at Synaptics. “I always think it’s going to be a split compute model, with an explosion of very compact data on the edge, where we’ll render the hardest stuff on the edge, see what’s the minimum that you need to communicate between these two nodes, and that’s going to give you the latency and the speed. Lag is the thing that gamers hate the most. If we go to the heart of it, what’s the customer’s experience? They don’t care that you’re using AI. They care if the game is rendering. Is it fast? Is it glitching? That’s why the split will be permanently putting you halfway between the two domains.”

    One common application for split compute is massive multiplayer online games, where the server coordinates and aggregates the different gamers while the graphics are still rendered locally. “Technology is always a chicken-and-egg,” said Garrett. “Let’s say I get to the point where the cloud can render the whole game. Somebody’s going to go and invent a game that needs more or does more. It’s a weapons race, so you’re probably permanently in this edge/cloud split because someone’s going to find a more interesting game in the future that requires a massive next level of compute.”

    Multiplayer games are essentially a physics simulation. “The console manipulates that physical model by putting the users’ inputs into it, and then manipulates the user by firing back whatever is going on in the network around them as they’re busy losing their game,” said Mike Borza, principal security technologist and scientist at Synopsys. “All of that data, all of the storage for it, exists as part of a massive server infrastructure. A lot of times, there are physics simulations for aspects of the game. Other things get rendered differently, and then the model of the world the player is interacting with gets downloaded to their console or their gaming platform. That’s how they get to see their view of the world, which is a space and time subset of the overall game. They get the piece that’s geographically near them in the timeframe in which they’re playing this game.”

    More games on more devices
    Weighing the benefits of cloud versus edge is more than idle speculation for chipmakers and providers of gaming technology. The global games market revenue is projected to reach $522.46 billion in 2025 and grow at a 7% CAGR to $733.22 billion by 2030. Today, there are an estimated 2.2 billion users.[1] In fact, gaming is so big that Netflix’s next competitor for eyeballs on screens wasn’t other TV and movie streaming services.

    “It was the gamers,” said Imagination’s Ferguson. “So, what did they do? They bought a bunch of studios, and now you’ve got Netflix games. They spent who knows how much money getting that up and running, because they know that gaming is such a massive industry.”

    The general trend is a consolidation of game engines, like Epic Unity and Unreal Engine, across desktop and PC, console, and mobile.

    “Developers don’t want to target different devices with different types of games. We’re seeing more desktop-like content running on mobile,” said Arm’s Patel. “Both gaming companies and mobile companies need to solve the problem of how to make desktop games work on mobile. We need to engage developers and the engine vendors to make it easy for them to move this stuff. You can’t just take a game running on desktop and run it on mobile. There are bits you need to change or adapt for it to be mobile or battery-powered device-friendly.”

    While advancements in GPU architecture are expected to enhance performance across all platforms, consoles and PCs will consistently outperform handheld devices in terms of raw capability due to fewer power and area limitations, said Amol Borkar, director of product management and marketing for Tensilica DSPs in the Silicon Solutions Group at Cadence. “Despite this, the latest generation of handheld gaming devices presents a distinctive combination of portability and robust performance, closely resembling the console experience. For instance, the Xbox Ally ROG enables users to play their preferred games on the move while seamlessly integrating with consoles on the same network using an optimized screen mirroring capability. This handheld system utilizes mobile-optimized processors, effective thermal management, and dynamic resolution scaling to deliver smooth gameplay without requiring extensive cooling solutions.”

    Battery-powered mobile gaming is gaining ground, but many gamers still prefer a plug. “Gaming, in many cases, is still wired,” said Michal Siwinski, chief marketing officer at Arteris. “My boys were using mobile devices, but the moment they could afford a plugged-in device with a full NVIDIA GPU rack, they did, because the performance is so much better. Gaming is getting so advanced, and the graphics are getting so sophisticated and so awesome, that you have to plug it in. It’s not a data center. It is an edge device. But it’s a wired edge versus wireless edge.”

    Wired versus wireless gaming
    Wired gaming devices have different challenges compared to wireless. “In a wired edge application, it’s not about the battery, but it’s about energy,” said Siwinski. “The problem there is you want to have the highest bandwidth, highest performance, the most compute you can, to get the best graphics. That means you’re probably going to go to the most advanced nodes to get the best density, such as TSMC 2nm or Intel 18A. The problem in the advanced nodes is that the wires are so small, and as you’re computing all of this massive machine learning stuff, you have thousands or millions of wires conveying one signal. You have billions of connection points, all of them very tiny. It comes out to the wires and becomes heat, and all of a sudden, you have a thermal problem. Networks on chips help reduce wiring. If you can have fewer wires and be much more efficient with how you connect all of these elements to have these wired devices be efficient, that’s huge.”

    Meanwhile, the suppliers of cloud gaming continue to grow rapidly, with the cloud providers becoming system houses. “They want to control the whole stack,” said Graham. “They want to build their own silicon in the places where they see it as a unique advantage.”

    A flexible SoC platform could potentially be used for multiple product segments, such as mobile, PC, gaming, and AR/VR wearables, said Gervais Fong, senior director of product marketing for mobile, automotive, and consumer interfaces at Synopsys. “It’s amortizing the very high cost of doing these designs across multiple product lines.”

    Fig. 1: A portable gaming device SoC with higher-performance ARC multi-core processors and DesignWare Audio Subsystem. Source: Synopsys

    The GPUs in a gaming system can be fully integrated into an SoC or on a separate piece of silicon. “We have companies that will do a specific, fully integrated SoC,” said Kristof Beets, vice president of product management at Imagination Technologies. “That can be an Arm CPU or RISC-V CPU. They put a GPU next to it, along with everything else they need, and it goes into a set-top box or a mobile phone. Increasingly, we’re also seeing more use in the NVIDIA-style desktop market or laptops. There, the GPU could be a completely separate piece of silicon, a separate graphics chip, so it’s graphics and memory controllers and some interfaces. Or it could be a chiplet, allowing a lower cost to scale up performance. You use one chiplet, two, three, four, and scale up the performance from there. These architectures are making their way into cloud systems, as well, with mixed success.”

    Additionally, system-level verification is needed to measure that protocols such as PCI Express, HDMI, and DisplayPort on customers’ devices are functionally correct, as well as measure the latency and throughput of the systems that are employing those protocols. “You need the correct latency, the correct throughput, with an appropriate total bandwidth, so you know that the environment or the use model that the customer is going to require enables that end-to-end,” explained Cadence’s Graham. “This applies to console manufacturers, graphics/GPU manufacturers, graphics card manufacturers, and others.”

    Upheaval expected in gaming console market
    The market most at risk of a shift in demand is the big home console, such as the PlayStation 5 or Xbox.

    “Do I really want to pay $600 or $700 and put that device in my house?” asked Beets. “Or would I prefer to pay a subscription for $25 with a tiny box, while Microsoft or Sony pay for the big servers in the cloud, providing you’ve got a fast enough connection? That’s the space where we see the most happening. Still, if you’re truly on the move, then mobile gaming doesn’t tend to work, even though mobile phones continue to get more powerful. Devices like the Nintendo Switch and other dedicated handheld consoles are a growing market, and you see a lot of PC-like devices, like the Steam Deck, that are essentially portable computers, but very focused on the gaming experience.”

    Another device that could play a bigger role in gaming is the TV operator set-top box. If it takes off, it’s an easy job to add more compute and AI accelerators to the boxes. “The AI is already doing language models, translation, and other things,” said Synaptics’ Garrett. “When I switch to gaming mode, I reallocate the AI engine so the games can be more powerful without increasing the cost.”

    Within gaming controllers, microcontroller chips play a vital role along with capacitive and touch sensors. “You open up a wider set of developers that can access MCUs, because they’re not requiring a special level of knowledge or expertise, for example, to have someone on your team who can lay out a super high-speed DRAM,” said Steve Tateosian, senior vice president of IoT, consumer, and industrial MCUs at Infineon.

    Fig. 2: A game controller featuring a programmable SoC. Source: Infineon 

    Gaming and XR wearables also feature MCUs. For example, Meta recently developed a surface electromyography (sEMG) wristband with an MCU, IMU, ADC, battery, and Bluetooth antenna, allowing people to control computers with hand gestures.

    Cloud democratizes gaming, but security needed
    For people who cannot afford high-end gaming consoles and controllers, there is great appeal in a future where standards such as Wi-Fi 7 and 6G enable even AAA games to be played on mobile devices via the cloud.

    “If you’re playing games in the cloud, then you don’t need local processing power in your device,” said Adam Hepburn, founder and CEO of Elo, a gaming peripherals company. “That comes with other issues, like you don’t own anything. You don’t have any cold storage if a company goes bankrupt or if they decide to sell your information. But in many countries, people don’t have enough resources to buy a PlayStation. They can buy a phone with a screen and a Wi-Fi signal and play the same games we do. Like in the movie ‘Ready Player One,’ users were charged 25 cents to play the ‘best game ever.’ That’s what it is going to be in the future. Gaming will be financially accessible for the entire world, which removes the limitations between the rich and the poor for this type of media.”

    To solve issues around network speeds and latency, Hepburn suggested the world needs an orbiting mesh around it to deliver internet across the world. “Once we get to that point, then cloud gaming is available.”

    However, as gaming shifts further to the cloud, there are going to be trillions of edge devices filling these enormous clouds, and that won’t be sustainable. “The ratio has to be such that we use AI to decide when to fire that up,” said Synaptics’ Garrett. “OpEx is a big deal. If I have the cloud running for millions of customers, you’re going to be drowning in cost, and the edge is a solution to that.”

    At the same time, game providers would like gaming to be on the cloud because then they control where it is and what the experience is like. “One reason gamers don’t want that to be the case is that they want their games to work whether or not they have an internet connection,” noted Synopsys’ Borza. “If they think they bought permanent access to a game, they should have that right.”

    Another reason gamers prefer the edge is privacy. “People don’t generally want everyone to know what they’re doing, but at some point, convenience trumps the knowledge that the cloud knows what I’m working on,” said Garrett. “If I’m playing this particular game, at this time of night, the cloud has awareness of your behaviors. It’s hard to mask all of that.”

    Gaming security
    Closely related to privacy is security. “Gaming is a good example of an early area in which people started to understand their need for security,” said Borza. “Originally, console manufacturers understood that well and ratcheted up their security over time. But now you’ve had this metamorphosis into massive multiplayer games, and those are cloud-based or server-based. There are active defenses built around the servers and the cloud infrastructure that hosts all of those games, and those fall back to the same kinds of techniques. You need to authenticate the users of the system. Users shouldn’t be able to escalate their privileges, even if they get into something available to them through a bug, or something available to them because they managed to steal somebody else’s credentials and break into the system. They should have several layers of security, and there are differences in the ways that operators of the system get access to the system versus the way the regular players do.”

    The operator’s data needs to be stored completely independently of where the games are being played. “That is the way a well-designed gaming platform will have it,” Borza noted. “There are separate systems firewalled from each other. People try to detect intrusions, so there’s a lot of sensor technology in the network to look for signs that somebody is roaming around in the network doing stuff they shouldn’t be doing or gaining access to things they shouldn’t be getting at.”

    Conclusion
    While the cloud will expose more people to gaming with less expensive equipment, for many gamers, the variety of equipment and gaming cards is part of the appeal.

    “It’s nice to have tacit things to touch and play with and it’s more creative because then we’re not all sharing the same machine that’s running the same specs,” said Imagination’s Ferguson. “From that perspective, cloud gaming can remove a bit of the fun of what kind of hardware you’re running on, because we’re all running the same hardware on a data center somewhere, but it also makes it more accessible for people.”

    The global gaming industry, including games and peripherals, is bigger than the music industry, all of American sports, and all of Hollywood combined, according to Elo’s Hepburn. “It’s massive — over $250 billion. Out of that, the majority of it is mobile gaming, which was $136 billion last year in revenue. Just four years ago, it was $90 billion. A lot of that is going to be legacy games like Candy Crush. But the competitive AAA games are the fastest growing in that industry, because they can now be played on all devices.”

    Like vinyl records, CDs, cassettes, and DVDs, video gaming consoles are becoming less essential, yet it seems unlikely they will disappear. “They will complement other types of devices, including PC and smartphones,” said Arm’s Patel. “But the shape of consoles may change and adapt. It might not be consoles as we know them.”

    Reference

    1. https://www.statista.com/outlook/amo/media/games/worldwide

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  • Security Requirements And Penalties Grow For Chipmakers

    Security Requirements And Penalties Grow For Chipmakers

    Governments and systems companies are fundamentally changing the rules around semiconductor security, forcing chipmakers and their suppliers to comply with tough new regulations that require resiliency in hardware. Unlike in the past, chips and systems deployed in these markets must be able to respond to threats rather than waiting for the next version of a chip or IP to address vulnerabilities.

    Attached to these regulations are costly penalties, which can range from enormous fines to being frozen out of lucrative markets. And while they vary by region and by market segment, collectively they almost certainly will increase the cost of doing business across the semiconductor supply chain. Underlying these new rules is a recognition that data is becoming more valuable, accessible through nearly everything with a battery or a plug, and the chips that enable the processing, storage, and movement of that data are becoming a bigger target for bad actors looking to steal or control it.

    As a result, hardware vendors need to begin thinking about security at every step of the design-through-manufacturing process, both individually and in the context of larger systems. At risk are different processor types and memories, chiplets, the interconnects between those chiplets, soft IP, and packaging. In the past, these components were generally developed according to a specification, with security layered on top or around those components. In the future, that won’t be enough. Companies may be held liable or barred from doing business if they don’t comply with the new regulations, regardless of whether they meet those specifications.

    Four main sets of regulations affect chipmakers and their suppliers, and all of them are becoming more stringent:

    • The new version of the European Union’s Cyber Resilience Act (CRA) will impose fines of up to 2.5% of a company’s total revenue, or up to €15 million — whichever is greater — for failure to comply with regulations involving hardware and software. This applies to manufacturers, distributors, importers, or anyone else in the supply chain, and it will ban any products or services that do not comply, effective Dec. 11, 2027.
    • OCP SAFE, which is being driven by Google and Microsoft, shifts the security burden to makers of processors and peripherals with updatable software. The goal, as defined by the Open Compute Platform, is to ensure the “provenance, code quality, and software supply chain” of firmware releases and patches, essentially putting the onus on third parties rather than the systems companies to fix security issues for whatever they sell.
    • The U.S. National Cybersecurity Strategy Implementation Plan (NCSIP) likewise emphasizes resiliency over static security measures in a far-reaching plan that requires companies working with the U.S. government to support a broad framework of requirements, under the aegis of the National Institute of Standards and Technology (NIST).
    • OCP also has developed a tamper-resistant root-of-trust specification called Caliptra for data center hardware. Supported by Microsoft, Google, AMD, and NVIDIA, it’s aimed at bringing security into heterogeneous systems that may include CPUs, GPUs, NPUs, TPUs, DPUs, and various controller chips.

    While not every company or market segment is directly affected, resiliency will be viewed as an advantage in most markets, and companies that do business in these regulated markets will leverage security as a competitive edge.

    “In the past, security could have been something that’s one and done,” said Maarten Bron, managing director at Keysight Technologies. “You’d launch a product into the market, and it had a certain shelf life, which for IoT devices could be very short. But now, all of a sudden, there is a requirement to keep your finger on the pulse because it’s not static. What’s secure today could be insecure tomorrow, and there’s a requirement not just to notify your customers that something may be wrong, but to fix it. That means a firmware update capability needs to be part of the product, and there has to be a secure way of commissioning those firmware updates.”

    Security experts have been warning about a widening attack surface that includes semidconductors since the early 2000s, but until recently most of the attention has been focused on software. “I’ve been railing for years that if companies didn’t provide secure products, or take the need to protect their products seriously, that eventually they would be boxed in with legislation,” said Mike Borza, principal security technologist and scientist at Synopsys. “Some places want to deregulate, but others will insist there’s security in these products so that it’s not possible for adversaries to continue romping through them and taking control of them at will. The European legislation is serious.”

    Unanswered questions
    These new regulations are just the beginning, and it may take years to sort out exactly how and where legislation will be applied to security. But the underlying concepts are well understood. New vulnerabilities in hardware are sprouting up faster than new chips or systems can be developed to close them. As a result, designs need to include some method of isolating attacks or updating firmware to prevent attackers from holding data hostage or controlling the processing, storage, or movement of data.

    The big question is how to implement hardware security in a cost-effective way. “The scope and purview of these requirements is critical infrastructure, data centers, and those kinds of areas,” said Erik Wood, senior director of product security at Infineon. “If we deliver these standards of care that are well-known, well-adopted, and all the standards bodies, certification labs, and industry organizations are saying, ‘Yeah, that’s the right standard of care for these devices,’ that’s important. But remember, some of these are $2 and $3 devices, where 5% is what the market will bear in security costs. As we’ve seen recently in radio equipment, the outcome has turned into a technical requirement. There’s a harmonized standard with EN 18031 (Europe) as the benchmark radio equipment directive, and with CRA, we’re expecting it to be a harmonized standard that allows us to benchmark our hardware and software against something. But as that does not exist yet, we’re still in the standard of care phase.”

    That standard of care is basically a recipe of best practices, similar to how the software industry has addressed security in the past. When vulnerabilities are found, security patches are developed. But patching hardware can be a lot more difficult than patching software, and the results are not always optimal.

    “With Spectre and Meltdown, we had to provide patches, and everyone at that point seemed to be mandated to provide those patches,” said Nandan Nayampally, chief commercial officer at Baya Systems. “Because they were bypassing caching, the only way to undo that was to kind of flush it at times. It took a performance hit to the tune of 20%.”

    Whether these regulations will work for semiconductors as well as patches for software remains to be seen. Chips are becoming increasingly complicated, particularly at the leading edge of designs where a monolithic planar SoC is being decomposed into chiplets. These are predominantly bespoke multi-die assemblies targeted at specific markets, and they are at the bleeding edge of performance and power management. Adding active security — or more accurately, the ability to update security to address known vulnerabilities — will be unique to each design. Moreover, security takes on a whole new challenge as chips begin to age. Electromigration, time-dependent dielectric breakdown, and functional updates can open entirely new vulnerabilities that were not there in the first place, particularly in AI data centers, where utilization of resources is higher than in other markets.

    “On the one hand, I’m glad standards are being established for systems where security critically informs, like user safety in an automobile,” said Scott Best, senior director for silicon security products at Rambus. “Standards groups are documenting and saying, ‘These are the requirements. If you’re going to deliver security into this system, it needs to achieve this level of performance in a security sense.’ That’s a good thing because safety is critical. “

    But exactly what’s required isn’t entirely clear at this point. “It’s a work in progress, because the EU still has to publish the detailed testing requirements,” said Keysight’s Bron. “There’s a possibility that the introduction will be delayed a little bit because of pushback, but we don’t expect it to be canceled. We think CRA is there for a good reason. It’s going to protect everybody. And yes, it will have an effect on prices. But the current situation is not sustainable with so many attacks going on, so much ransomware, and so many state actors abusing stuff. Still, this won’t be an easy step.”

    A long liability chain
    One of the big changes coming to hardware security involves an increase in the number of suppliers on a bill of materials. While liability generally starts with the system vendor, which acts as the general contractor, it ripples down from there. Think about a multi-die assembly, for example, in which there are a variety of chiplets, interconnects, memories, and embedded IPs. Was there a latent defect somewhere in the device? Did a particular wafer degrade faster than another wafer due to a buildup of residue in a chamber or deeper dishing from chemical mechanical polishing? Was the photoresist contaminated by impurities in one of the materials? Was there silent data corruption due to a design or manufacturing error?

    “The whole idea of UCIe is that it leads to a marketplace of chiplets, where you can put together a heterogeneous system and package based on supplies of chiplets from multiple vendors,” said Synopsys’ Borza. “That creates the possibility that people are going to pass the buck. First, the vendor of the system and package ends up being identified as the source of a problem because there’s a vulnerability. Then, they will start trying to isolate that within their system and package. That means they’ll be looking at the individual vulnerable components of that system and package to determine where the vulnerability stems from, what the root cause is, and whether there’s somebody liable in there.”

    This will hit some industries harder than others. “Carmakers currently have functionally safe processes,” said Andy Heinig, head of department for efficient electronics in Fraunhofer IIS’ Engineering of Adaptive Systems Division. “For them, it’s only a small effort. It’s a new feature they have to check, but they have very well-established processes for quality. Companies designing for industry, or for products with a lifetime of 15 years or so, are well-equipped with processes for that. But companies that have never looked into that are really in trouble. These may be companies that develop Bluetooth or Zigbee chips for consumer applications that are very easy to penetrate.”

    Which parties are ultimately liable, and for how much, has yet to be worked out. It’s also not clear how much any of this is going to cost to implement, and who ultimately will pay for that.  How companies tackle resiliency can vary greatly, from a secure system that does firmware updates to simple firewalling of critical data.

    “We’ve always had features for security isolation,” said Charlie Janac, CEO of Arteris. “You can have a secure and non-secure section, and you can poison data that are not allowed to be on that trace. So if we detect packets that are not supposed to be on that particular connection, we can poison them and kill them. Another approach involves functional safety, where if you detect an error and you have duplicated units that are comparing each other right at the interface of the network, then you can identify packet errors and shut down the IP that’s generating the errors. And we can analyze whether one IP is generating too many errors and take it off the network. Right now, the biggest chips are about 500 IPs. We can put firewalls on the interconnects, which are specialized IPs that detect security problems with data flows going through the trace.”

    Nevertheless, even fully understanding what is required at any time is a challenge, given the growing number of security organizations and updates.

    “The main challenge people have had is that nothing is designed perfectly, so now we’ve given them a patch,” Baya Systems’ Nayampally said. “So what are they going to do with it? That has implications for most contracts in terms of increasing the level of liability and indemnity. Best practices will come out. But, of course, there will be other standards bodies competing.”

    Others point to similar potential for confusion. “There are updates to the specifications that are difficult to track, and all the overhead in figuring out which one your customers must have,” said Rambus’ Best. “And sometimes the standards groups start moving in a direction where the people who are contributing to the specification are not necessarily from businesses that are security-based. They’re not delivering security components into the automotive space, but they’re contributing to some degree to these automotive certifications and the standards requirements going into them.”

    That tends to favor large players over startups and small companies, because it requires a compliance team to stay on top of these updates, and a legal team to defend against any fines.

    “Only a large organization can afford to put 5 to 10 people on the certification compliance team to track all of these standards, attend all the meetings, and make sure their products are conforming to these rapidly changing standards,” Best said. “Rambus is large enough to pay that tax. We have a compliance certification team of experts that has now gone through the process to say, ‘Here’s where are products are certified now.’ But we have smaller competitors that can’t afford that level of resources.”

    It will take time to sort out exactly what is required and what is an acceptable solution. “It’s not really defined in all these specifications and documents how much you have to do,” said Fraunhofer’s Heinig. “This is similar to the functional safety discussion in automotive that we had with ISO 26262 early on. It’s really hard for all the partners to understand what it means. It took three or four years to understand which document you have to fill out, what is enough for that, what is necessary, or what is missing. This is the critical phase because nobody knows, if it goes into law, if you will need more.”

    Past, present, and future
    Wherever hardware resiliency exists today is where the perceived value of data is high enough to warrant the investment. Set-top boxes, credit cards, and automotive and industrial applications are prime examples.

    “The roots of security certification started in payments,” said Marc Witteman, senior director of device security testing at Keysight. “There’s a global organization called EMVCo. The E stands for Europay, the M for Mastercard, and the V for Visa. They set up a security certification for payment, and they also pioneered the trust models. What’s interesting is they also defined the so-called composition model, which starts with the chip. On top of the chip is an operating system, and on top of that are payment applications. So there could be a lot of combinations of chips and operating systems. It’s a composition model, and you add layers on layers on layers. Now we’re seeing that model repeating in other industries, but it’s a lot more fragmented and diverse. But if you think about the BOM and the SBOM (software bill of materials), these are relatively new concepts. People want to know what hardware and software is in this device. Then you can build a chain of trust, starting with the root of trust in the hardware.”

    That chain of trust is expanding. Chipmakers already have begun compliance efforts and are designing new chips and systems that include more security features and update options.

    “And security engineers who are creating the data center security based on CNSA 2.0, which starts kicking in this year, share office space with engineers at those same companies contributing to the security requirements of medical devices and wearables, thermostats, and stuff like that,” said Infineon’s Wood. “So there’s cross-pollination of the critical infrastructure requirements from CNSA 2.0 that, after a year or two, lead into IoT manufacturing and those requirements.”

    How quickly the rest of the industry will follow remains to be seen. But no matter how rocky the start, changes are coming to hardware security. Something fundamental has changed, and if regulators continue to push, hardware patches soon may become just as prevalent and persistent as software updates.

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  • Introducing: Tag Heuer Announces High Tech “TH-Carbonspring” Harispring Via Limited Edition Monaco And Carrera Models

    Introducing: Tag Heuer Announces High Tech “TH-Carbonspring” Harispring Via Limited Edition Monaco And Carrera Models

    While TAG Heuer has not yet shared any specific metrics surrounding these benefits compared to other conventional hairspring setups (be it steel, alloys like Nivarox, or the more modern silicon used by Rolex, Omega, Patek, and of course, Ulysse Nardin), they have been able to industrialize the technology to the point of including it in a pair of 50-piece limited editions that are backed by a five-year warranty. While silicon is already amagnetic, I’m very interested to see some specs comparing this novel carbon solution against silicon for shock resistance and timekeeping performance, especially given the somewhat brittle nature of silicon. 


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  • 007: First Light to release on March 27, 2026 | News-in-brief – GamesIndustry.biz

    007: First Light to release on March 27, 2026 | News-in-brief – GamesIndustry.biz

    1. 007: First Light to release on March 27, 2026 | News-in-brief  GamesIndustry.biz
    2. Gears of War: Reloaded Debuts To Weak PlayStation Sales  wolfsgamingblog.com
    3. Gears of War: Reloaded New Update on Sept. 3 Brings It to Version 1.006.001, But Doesn’t Fix Major Issues  MP1st
    4. Alinea Analytics Says Gears Reloaded Is Tracking Well Behind Forza Horizon 5 On PS5  Pure Xbox
    5. Gears of War: Reloaded Review  Game Rant

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  • Fujifilm Patent Reveals Cooling Breakthrough for X-Series Cameras

    Fujifilm Patent Reveals Cooling Breakthrough for X-Series Cameras

    Overheating has been the silent enemy of hybrid cameras. Long 8K or high-fps takes often force recording limits, with hot media cards becoming the weakest link. While Fujifilm’s large GFX cameras already manage heat through their sheer body volume and magnesium frames, the company’s smaller X-series models don’t have that luxury. A new Fujifilm patent reveals a clever solution: an integrated airflow and heat dissipation system designed specifically for compact mirrorless cameras.

    Fujifilm Patent and the cooling mechanism apparatus for X-Series Cameras

    In high-resolution video modes, heat builds quickly inside smaller housings. The image processor, the sensor, and especially the recording medium (CFexpress or XQD cards) generate continuous thermal load. Today’s X-series cameras rely on bolt-on accessories like the FAN-001 to keep running during long takes. That approach is practical but not elegant, and it limits reliability for filmmakers who need uninterrupted capture.

    Fujifilm's new patentFujifilm's new patent
    Fujifilm’s new patent

    The filing shows a housing with two intakes at the bottom and a single exhaust at the top right, creating a vertical airflow. A central cooling fan sits away from the exhaust, so that components in between are actively bathed in moving air. A small rectifying ridge inside the body pushes intake air upward into the fan, ensuring even circulation.

    The real innovation is focused on the recording unit:

    • A finned heat sink cools the controller board that writes data.

    • A thin graphite or metal sheet wicks heat away from the card slot and even its lid, dispersing thermal load across the chassis.

    • Different fin orientations and spacings are used for separate components to avoid turbulence and interference between heat flows.

    • The image sensor’s companion electronics are cooled by dual fin stacks with the fan partially between them, saving space while keeping temperatures stable.

    Why this matters

    CFexpress cards are notorious for heating up under sustained 8K or ProRes recording. Once the card bay reaches critical temperature, the whole system throttles or stops. Fujifilm’s patent directly targets this failure point. By splitting the card bay cooling into a heat sink for the electronics and a graphite sheet for the media cage, the design ensures the camera can maintain data rates without forcing a stop. This approach is different from GFX cameras, which solve heat dissipation through sheer size. Here, Fujifilm is miniaturizing pro-level cooling into a smaller body, likely signaling the next generation of X-H cameras or even a new flagship X-mount hybrid.

    Fujifilm's new patentFujifilm's new patent
    Fujifilm’s new patent

    If implemented, this design would put Fujifilm alongside Canon and Sony, who have also filed patents for internal cooling architectures. But the emphasis on recording media stability is unusual and directly relevant to filmmakers working with high-bitrate codecs. It shows Fujifilm understands that reliability is no longer about just the sensor or processor but the entire data path.

    The Fujifilm X100V on Amazon RenewedThe Fujifilm X100V on Amazon Renewed
    The Fujifilm X100V on Amazon Renewed

    Patents are never guarantees of shipping products. Still, the detail in this filing, down to fin orientation, graphite sheet placement, and door conduction, suggests Fujifilm is preparing its smaller cameras for true long-form, high-data-rate video without external fans. For filmmakers, that could mean the next X-H body runs cooler, longer, and more quietly, finally closing the gap between compact hybrids and dedicated cinema cameras.

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  • Borderlands 4 voice actors & cast

    Borderlands 4 voice actors & cast

    Check out the voice actors and performers behind the characters and cast of Borderlands 4.

    Borderlands 4 isn’t just about guns and looting, it’s got a story to tell, which is why Gearbox Software secured several talented voice actors to play the roles of the characters. Some of these voices will be familiar to players while others are new to the franchise. What they all have in common is the ability to bring these Vault Hunters and allies to life. Please check out the voice actors and cast for Borderlands 4.

    Voice actors and featured cast in Borderlands 4

    There are several familiar voice actors and performers that lend their talents to Borderlands 4. If you’ve played the previous games, you’ll recognize some as returning members, while others will be familiar due to their work in other video games.

    Amon, the Forgeknight – Ray Chase

    Borderlands 4 voice actor Ray Chase as Amon
    Amon is voiced by Ray Chase.

    Amon, the Forgeknight is voiced by Ray Chase. Those with keen ears might recognize Chase’s voice from Borderland 3 where he voiced Rhys Strongfork. Chase has numerous other video game credits including Eve in Neir: Automata, Roy in Super Smash Bros. Ultimate, the Extraction Pilot AKA Pelican 1 in Helldivers 2, the Custodian in Remnant 2, and the narrator in Armored Core 6: Fires of Rubicon. He also voiced Cyclops in X-Men ’97.

    Harlowe, the Gravitar – Kimberly Brooks

    Borderlands 4 voice actor Kimberly Brooks as Harlowe
    Harlowe is voiced by Kimberly Brooks.

    Harlowe, the Gravitar is voiced by Kimberly Brooks. Brooks has a long history of video game voice acting, including recent work as the perpetually angry Xivu Arath in Destiny 2: Lightfall, Nichole Daniels in South Park: Snow Day!, as well as several roles in Star Wars: Knights of the Old Republic, Dead Rising, Mass Effect as Ashley Williams, and many others.

    Vex, the Siren – Judy Alice Lee

    Borderlands 4 voice actor Judy Alice Lee as Vex
    Vex is voiced by Judy Alice Lee.

    Vex, the Siren is voiced by Judy Alice Lee. Players will recognize her from games like Tony Hawk’s Pro Skater 3 + 4, Luna Snow in Marvel Rivals, Melinoe in Hades 2, Clementine in Remnant 2, Mindt in Octopath Traveler 2, Pearl in League of Legends, and many more.

    Rafa, the Exo-Soldier – Alejandro Saab

    Borderlands 4 voice actor Alejandro Saab as Rafa
    Rafa is voiced by Alejandro Saab.

    Rafa, the Exo-Soldier is voiced by Alejandro Saab. Players might recognize his voice from Borderlands 3 where he played Dental Dan, Sylestro, and Promethea Male. His other video game credtis include Jules from Final Fantasy 7 Remake, Aguilar Nubiola from Cyberpunk 2077: Phantom Liberty, Dunk from Date Everything!, Jun Oda from Yakuza 0 Director’s Cut, and Robo-Ky from Guilty Gear Strive, among many other credits.

    The Timekeeper – Dave Fennoy

    Borderlands 4 voice actor Dave Fennoy as The Timekeeper
    The Timekeeper is voiced by Dave Fennoy.

    The Timekeeper is voiced by Dave Fennoy. This voice actors is known for his work in Marvel’s Spider-Man 2 as Howard, Bayonetta 3 as Rodin, Reggie from Remnant: From the Ashes, and many other games like Too Human, Mass Effect 2, Dota 2, and many more.

    Rush – Delbert Hunt

    Borderlands 4 voice actor Delbert Hunt as Rush
    Rush is voiced by Delbert Hunt.

    Rush is voiced by Delbert Hunt, a voice actor with a few credits in previous video games. His work includes Rook in Redfall, Hassian in Palia, and Cyborg in Justice League: Cosmic Chaos. Hunt has other credits in shows like Monster Hunter, Into the Wild Frontier, and Super Giant Robot Brothers.

    Levaine – Erica Luttrell

    Borderlands 4 voice actor Erica Luttrell as Levaine
    Levaine is voiced by Erica Luttrell.

    Levaine is voiced by Erica Luttrell. This voice actor has appeared in many video games throughout the years including Diablo 3 where she voiced the female Witch Doctor, Zo in Horizon Forbidden West, Bangalore in Apex Legends, and Emily Kaldwin in Dishonored 2.

    Defiant Calder – Trevor Devall

    Borderlands 4 voice actor Trevor Devall as Defiant Calder
    Defiant Calder is voiced by Trevor Devall.

    Defiant Calder is voiced by Trevor Devall. Devall has worked on a few others video games as a voice actor including Mars in Dota 2, Andrea Rhodea in Final Fantasy 7 Remake, PA-D0 and TEC-78 in Hi-Fi Rush, along with many additional voices in the likes of Halo 5: Guardians, Rise of the Tomb Raider, Mass Effect: Andromeda, and Mafia 3.

    Moxxi – Brina Palencia

    Borderlands 4 voice actor Brina Palencia as Moxxi
    Moxxi is voiced by Brina Palencia.

    Mad Moxxi is voiced by Brina Palencia. Players will be familiar with Palencia, as she has voiced Mad Moxxi in the previous Borderlands games. She’s also performed as Nyotengu in Dead or Alive 6, Chiaotzu in a few Dragon Ball games, as well as Artemis and Cupid in Smite.

    Claptrap – Jim Foronda

    Borderlands 4 voice actor Jim Foronda as Claptrap
    Claptrap is voiced by Jim Foronda.

    Claptrap is voiced by Jim Foronda. As another returning voice actor, players will be intimately familiar with Foronda’s work as Claptrap, the always loveable, rambling companion to the Vault Hunters. Foronda has a long list of credits across video games and TV, having lent their voice work to the likes of Branford in Battleborn, Trader Joe in 7 Days to Die, and Janempa in numerous Dragon Ball games.

    Zane – Cian Barry

    Borderlands 4 voice actor Cian Barry as Zane
    Zane is voiced by Cian Barry.

    Zane is voiced by Cian Barry. Players will be familiar with Barry’s work as he is reprising his role from Borderlands 3. Outside of Borderlands, he also voiced King Arthur in LEGO Marvel Super Heroes 2. Barry is also known for his work in TV series including The A List, Casualty, and The Bill.

    Amara – Zehra Fazal

    Borderlands 4 voice actor Zehra Fazal as Amara
    Amara is voiced by Zehra Fazal.

    Amara is voiced by Zehra Fazal. Reprising her role from Borderlands 3, Fazal is back at the helm of the punch-a-lot Amara. Fazal’s voice acting credits extend through such titles as Destiny 2: Lightfall and The Final Shape where she voiced the player Guardian, Terryl in Psychonauts 2, Kayle in League of Legends, and even the Lifeboat and Systems AI in the beloved Titanfall 2.


    The Borderlands 4 voice actors and performers are just a handful of the people that work hard to bring this game to life. To learn more about the team behind the game, check out our Gearbox Software page. Find more guides on our Borderlands 4 page.

    Head of Guides

    Hailing from the land down under, Sam Chandler brings a bit of the southern hemisphere flair to his work. After bouncing round a few universities, securing a bachelor degree, and entering the video game industry, he’s found his new family here at Shacknews as Head of Guides. There’s nothing he loves more than crafting a guide that will help someone. If you need help with a guide, or notice something not quite right, you can message him on X: @SamuelChandler 


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  • Kaspersky Next MXDR Optimum | Kaspersky

    KASPERSKY NEXT

    Kaspersky Next MXDR Optimum is part of our Next product line

    As your business expands, fortify your cybersecurity at every stage with Kaspersky Next, our product line built to defend against the onslaught of sophisticated and emerging cyberthreats. The offering also includes Kaspersky Next EDR Optimum and Kaspersky Next XDR Optimum – follow the links to learn more.

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  • BGMI and Dentsu Creative Isobar campaign shows Gen Z phones aren’t complete without the game – Campaign Brief Asia

    BGMI and Dentsu Creative Isobar campaign shows Gen Z phones aren’t complete without the game – Campaign Brief Asia

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    [embed]https://www.youtube.com/watch?v=Wihfz-guX-c[/embed]

    Dentsu Creative Isobar has unveiled its latest campaign in partnership with KRAFTON India, positioning Battlegrounds Mobile India (BGMI) as the must have first download on every new smartphone. Built on the insight that Gen Z users see their phones as an extension of identity, the campaign captures how downloading BGMI has become an instinctive and expressive part of India’s mobile-first culture. The campaign rolls out with five new creative spots, each bringing this idea to life in fresh and engaging ways.

     

    Rooted in a shared belief that gaming is cultural expression, the campaign reflects a creative vision that is bold, social, and unmistakably youth-first. KRAFTON and Dentsu Creative Isobar partnered to capture BGMI’s role in shaping identity for India’s mobile-first generation. The result is a two-fold campaign brought to life through a series of short films – each designed to celebrate the everyday humour and confident swagger that define the BGMI experience.

    Abhijat Bhardwaj, Chief Creative Officer, Dentsu Creative Isobar, said: “We wanted the films to carry the same irreverence and energy that players experience in BGMI every day.”

    The films are built around the instinctive connection young players have with their devices, where downloading BGMI becomes a reflex, not a decision. The first series leans into this behaviour with outlandish, exaggerated scenarios, from elevator face-offs to manhole escapes, where the one constant is the act of proudly revealing a BGMI-loaded phone. The humour is bold and absurd, but the emotion is grounded in truth: when your phone has BGMI, it instantly carries social weight.

    [embed]https://www.youtube.com/watch?v=Qtp9hKZKf_E[/embed]

    The second series mirrors how Indian youth celebrate milestones but flips the focus. From job offers and housewarming to awkward firsts, each narrative lands on one message: no moment is complete until BGMI is the first app you install. These films borrow from Gen Z humour and meme culture, making them feel native to the feeds where this audience lives, punchy, unexpected, and made to be shared.

    Srinjoy Das, Associate Director – Marketing, KRAFTON India, said: “At KRAFTON, we’ve always believed BGMI is shaped by the community that plays it. This campaign reflects that spirit, turning even everyday upgrades into moments that celebrate the player’s instinct to connect, express, and compete. At KRAFTON, we are committed to reflecting real player experiences and giving back to the community that has made BGMI part of daily life.”

    [embed]https://www.youtube.com/watch?v=kSEKdxzXnLI[/embed]

    Sahil Shah, CEO, Dentsu Creative Isobar, said: “We didn’t want to make ads that look like ads, we set out to create content that sparks a reaction, gets shared, meme’d, and remembered. BGMI gave us the perfect playground, and the community gave it life.”

    With over 230 million downloads in India, BGMI has become more than a game, it is a cultural signal for a mobile-first generation. This campaign taps into that momentum, showing how BGMI turns everyday moments into expressions of identity. In a world where devices reflect who we are, as the films roll out, they carry forward a simple message – BGMI isn’t just downloaded, it’s declared.

    [embed]https://www.youtube.com/watch?v=NxHKK5q3RN0[/embed]
    [embed]https://www.youtube.com/watch?v=69VvsaPoIRE[/embed]

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