on console but all the graphics and animations have been moved onto the other machines. A mid 1990s PS1 era game that I can play on a cutting edge tablet computer over 15 years later. It suggests a very low common denominator for the future of gaming. So Assassins Creed X has just come out and I can 'continue the same game experience' on my Blackberry, my 3DS, my Xbox 360 and my PC? That will be an interesting sight to see. With a separate licence paid for on each device, no doubt. Hmm, the ubiquity of ubisoft... over several platforms. They've come up with some novel IPs over the years. But this constant pressure to 'monetise' across all platforms all the time doesn't bode well for future risk-taking. Maybe they just know (or are hedging bets) that the big living room console AAA model isn't going to work forever. After this current gen of consoles, I'm bailing out. With their attitude to DRM and insulting statements made elsewhere about the PC market, Ubisoft's contempt for consumers couldn't be more obvious. My contempt for them is at least as great. Hopefully they're kept quiet for a while by the question of when best to introduce microtransactions in smartphone games, or whatever fascinating paradigm shift they're working on. Simon Cuff, chief technology officer at MirriAd, spoke to us at the 2012 Changing Advertising Summit about the value of big data, the slow rise of the second screen, future benefits from developments