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If you’re a regular gamer who indulges in any form of competitive video <keyword id="19907576" type="General" weightage="20" keywordseo="gaming" source="keywords">gaming</keyword>, chances are that the word “smurf” is probably going to bring your blood to a boil. The term, which reportedly originated from two world-class <keyword id="21776840" type="General" weightage="20" keywordseo="warcraft" source="keywords">Warcraft</keyword> <keyword id="19935001" type="General" weightage="20" keywordseo="players" source="keywords">players</keyword>, refers to the act of masking your actual skill level to <keyword id="6403020" type="General" weightage="20" keywordseo="match" source="Orion">match</keyword> against players from a lower skill bracket.<br /><br />From an outside perspective, this might seem pretty harmless — after all, it’s just a game, right? But to the millions of <keyword id="20260882" type="General" weightage="20" keywordseo="gamers" source="keywords">gamers</keyword> who indulge in casual or competitive video gaming, encountering an unbeatable <keyword id="3346592" type="General" weightage="20" keywordseo="smurf" source="Orion">smurf</keyword> can put a dent in their days. Thus, <keyword id="21776839" type="General" weightage="20" keywordseo="smurfing" source="keywords">smurfing</keyword> is generally looked down on amongst the gaming community.<br /><br />However, a new study has found that despite a general consensus that smurfing is detrimental and <keyword id="19985029" type="General" weightage="20" keywordseo="toxic" source="keywords">toxic</keyword>, a surprising number of gamers admit to engaging in the behaviour themselves.<br /><cmsannotation type="cmsannotation" annotationid="How does smurfing work in the gaming world?" comment="subhead" text="How does smurfing work in the gaming world?"><span data-til="noop">How does smurfing work in the gaming world?</span></cmsannotation><br />Online games often use sophisticated matchmaking systems to pair players of similar skill levels. To get around this, smurfers create brand new accounts, which tricks the system into considering them as beginners. Thus, they are entered into competitive matches against other rookies, allowing the more-skilled smurfs to dominate the less experienced players. This has sparked controversy within the gaming community, with some defending the practice and others condemning it for ruining the gaming experience.<br /><cmsannotation type="cmsannotation" annotationid="Hypocrisy among gamers?" comment="subhead" text="Hypocrisy among gamers?"><span data-til="noop">Hypocrisy among gamers?</span></cmsannotation><br />The new study surveyed over 300 participants from gaming subreddits and a university gaming club — players who game slightly more than 24 hours a week — in an attempt to ascertain how they feel about smurfing. They found that while gamers generally viewed the practice as negative, many actually admitted to doing it themselves under certain circumstances.<br /><br />While 94% of the participants believed that other people smurf more frequently than them, and in a more toxic manner. Meanwhile, over two-thirds of the surveyed noted that they smurf at least occasionally.<br /><br />“There was this outpouring of comments saying basically, ‘Hey, I do smurf sometimes, but really it is not bad all the time’,” explains study author Charles Monge. “Gamers say they really don’t like smurfing. They also say they do it, but they’re not ruining games and they only do it for valid reasons.”<br /><cmsannotation type="cmsannotation" annotationid="Can smurfing be justified?" comment="subhead" text="Can smurfing be justified?"><span data-til="noop">Can smurfing be justified?</span></cmsannotation><br />But if most gamers agree that smurfing is a terrible practice, why does an overwhelming majority indulge in it? To answer this question, the authors conducted another study by asking 235 heavy gamers when it was okay to smurf, expecting the respondents to have extremely clear cut opinions on the matter. However, the response was anything but black and white.<br /><br />The presented justifications for smurfing ranged from the benign (playing with less skilled friends) to the blatantly malicious (wanting to crush weaker players). The findings revealed that gamers are capable of nuanced judgments, often excusing smurfing if it served a reasonable purpose.<br /><br />This approach aligns with the "socially regulated" perspective on blame, which considers context and motive. This contrasts with the "motivated-blame perspective," where actions are judged as unequivocally right or wrong, regardless of context.<br /><br />Interestingly, a third study involving non-gamers indicated that this nuanced approach to blame isn't confined to gaming communities. Non-invested non-gamers also showed a tendency to evaluate these justifications based on context, suggesting that gaming might provide a valuable tool for understanding broader social behaviours.<br /><br />The findings from this research highlight that smurfing, while generally viewed negatively, is perceived with a degree of nuance by the gaming community. This complexity suggests that the debate over gaming toxicity needs to consider the varied motivations behind players' actions. As gaming continues to evolve, understanding these behaviours will be crucial for fostering healthier online environments<br />

Most gamers think everyone else is a toxic smurf, but over a third do it themselves: study

<ul><li>The COVID-19 outbreak and nationwide lockdown has impacted many sectors and economic activities. </li><li>The lockdown led to people spending more time on <keyword id="6422069" type="PERSON" weightage="20" keywordseo="online-gaming">online gaming</keyword>. </li><li>More people are finding it to be an exciting alternative for entertainment.</li></ul><keyword id="735366" type="COMPANY" weightage="20" keywordseo="WATConsult">WATConsult</keyword>’s latest report analyses how the COVID-19 outbreak and nationwide lockdown impacted the online gaming sector. <br /><br />The lockdown has led to people spending more time on online gaming. More people are finding it to be an exciting alternative for entertainment. Everyone, right from office commuters to students, is playing online games and it is becoming one of India’s favourite activities to spend their leisure time. Majority of gamers prefer to game on mobile phones. The pandemic has resulted in people playing online games more frequently. There is an increase in time spent on gaming during the lockdown compared to pre-lockdown. The future of online gaming will continue to see more growth since the time spent on gaming will increase. The scope for growth in the industry is massive because of the deeper internet penetration and mobile gaming.<br /><br />70% of gamers feel that the time they spend gaming online has increased and changed as compared to the pre-lockdown period. Likewise, 68% observe that this surge has been particularly initiated under the influence of an increase in more disposal time at hand. Now, although this rise in online gaming has impacted the crucial day-to-day routine for many people, it has also proven beneficial in several ways. Considering the isolated conditions that the lockdown has forced upon all, more than half of the gamers reiterate that gaming provides relief and helps them feel positive and at other times, less depressed. <br /><br />Commenting on the latest issue of <keyword id="9895828" type="COMPANY" weightage="20" keywordseo="watpapers">WATPapers</keyword>, <keyword id="2705388" type="PERSON" weightage="20" keywordseo="Heeru-Dingra">Heeru Dingra</keyword>, CEO, WATConsult said, “Content consumption patterns are in a constant state of evolution, moving in tandem with rapidly changing scenarios. Thus, to identify and understand the same, WATPapers was brought to life. To be released every month, these reports will decode current and on-going trends, providing some comprehensive insights. Just like our periodically published reports under Recogn, these too will be an invaluable resource for marketers, helping them demystify the ever-permutating <keyword id="139079" type="PERSON" weightage="20" keywordseo="Consumer-behaviour">consumer behaviour</keyword>.” <br /><br />She further added, “Undoubtedly, the pandemic has made almost all industries witness changes and the same stands true when it comes to Online Gaming. People have suddenly found themselves in a unique position of having extra time on their hands, which has led to an increase in online gaming. But there are several other nuanced factors that come into play. The report aims to decipher these very factors in order to provide useful insights.” <br /><br /><a href="https://www.watconsult.com/watpapers/online-gaming/" data-type="tilCustomLink">WATPapers </a>are monthly published short reports based on the primary research conducted by Recogn, the agency’s research division that provides consumer and business insights to the audience. It will be delving into the different aspects of the digital industry, consumer behaviour and more. Additionally, it also covers some relevant topics like Adoption of ‘Work from Home’ by Indians and Future of Education in India: Online Learning &amp; Home Schooling.<br />

How user behaviour in online gaming sector has changed due to COVID-19

<ul><li>In today’s episode of <keyword id="11984359" type="General" weightage="20" keywordseo="influencer-adda" source="Orion">Influencer Adda</keyword>, we will be talking to one of the biggest names among women gaming creators, <keyword id="12938904" type="General" weightage="20" keywordseo="aparna-shukla" source="Orion">Aparna Shukla</keyword> about her journey and <keyword id="12938905" type="General" weightage="20" keywordseo="future-of-gaming-in-india" source="Orion">future of gaming in India</keyword>.</li><li>She found her true calling while playing games with her brother and today she has over 2.45 million followers on Facebook.</li><li>So if you are a gaming enthusiast, Aparna’s story is for you.</li></ul>After the pandemic, gaming and esports platforms have witnessed massive growth and have turned into major advertisers. Online gaming saw its tipping point in 2020, with consumption and engagement at an all time high and is now competing with traditional forms of entertainment. According to Sensor Tower, India led the globe as the largest market in gaming app downloads in the first quarter of 2021, clocking in an astounding 28% growth year-on-year.<br />As India established itself as a gaming market that cannot be ignored anymore, its women haven’t stopped challenging age-old conventions either. Gaming was a male-dominated industry for the longest time but women gamers have grown exponentially since the onset of the pandemic due to increasing smartphone penetration and as a result, the profile of a ‘typical gamer’ has changed. As per InMobi, women constitute over 43% of smartphone gamers in India.<br />  <div type="image" title="rise in women gamers" msid="88858023" hostid="261"></div><br />Facebook’s Aparna Shukla aka Rog Stream was one of the first women gaming creators on the platform and she has grown leaps and bounds in the past four years. Based in Kanpur, Aparna was preparing for competitive entrance exams to join the banking sector before her brother introduced her to the world of online gaming. <br /><div type="Video" msid="88858411" hostid="261" title="Facebook’s biggest woman gaming creator, Aparna Shukla, on her journey and future of gaming in India" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=88858411"></div><br />She looked at the medium primarily as a channel of relaxation and as a way to keep herself entertained through the day. She started by playing Candy Crush to relieve stress and her younger brother told her about PUBG. What started as a side-hustle, has become her passion now. Today, Aparna has 2.45 million followers on Facebook. <br /><br />“I was given very limited options like any other young woman gets in a small town: I could ‘choose’ between becoming a teacher or a doctor or a banker. I did go down that lane but life had a different plan for me. I chose an unconventional path: gaming. When I look back at those days now, I laugh. For a long time, my father thought gaming was just a hobby. But over the years, it has grown into a serious career option and he realised its power when I started making money out of it. He borrowed some money and bought a gaming PC for me as a ‘toy’. And just like that, I started streaming my games out of the comfort of my home,” shares Aparna. <br /><br />Aparna and her younger brother danced dorkily in her living room as she found her first monetisation opportunity. This excitement of hitting new milestones, she says, later turned into love. <br /><br />“It usually takes a month or two to find a monetisation avenue and once I found my break, I started religiously streaming my games. Before that, I didn’t have a schedule. I would stream for an hour whenever I would get the chance. Later, that turned into 9 hours and I would find myself playing at night too,” recalls Aparna. <br /><br />With more people joining the gaming pool, brands are shifting their focus on marketing themselves through these young creators. Aparna thinks that gaming creators offer direct access to GenZ and Millennials and that’s why brands are beelining to advertise themselves in gaming apps. <br /><br />From her experience of working with brands, she has one piece of advice for them. “Brands should communicate directly with creators and try to understand their audience from their perspective: find out more about the audience’s expectations and behaviour patterns. I’ve noticed that my audience is very curious. If I add a logo onto my game stream, they wouldn’t talk about my performance that day but definitely bring up the logo. So, with this high-engagement that we offer, brands should maintain a dialogue with creators during their partnership,” says Aparna. <br /><br />For someone who is looking to dip their feet into the gaming world, Aparna suggests using the powerful gaming console that fits right in the palm of your hands: your smartphones! You can start your gaming career with Battlegrounds Mobile India (BGMI) or Free Fire. “If you want to become a successful gamer, there’s no mantra for that. Just keep gaming, maintain continuity but try to find your niche and bring that in your content,” Aparna signs off.<br />

Play like a girl: How Facebook’s biggest woman gaming creator, Aparna Shukla, found her niche in a male-dominated industry

<ul><li>ZEE5's report offers an analysis on the factors that are influencing the gaming landscape, behaviour patterns of players and key trends that are likely to shape the future of India’s <keyword id="6422069" type="General" weightage="20" keywordseo="online-gaming" source="Orion">online gaming</keyword> segment in the coming years.</li><li>As per the findings of the ZEE5 survey, with respect to non-metro cities, 39% of the respondents played for more than an hour.</li></ul>In the last few years, online gaming has emerged as a sunrise sector in India, a point evidenced by the fact that its growth has outstripped all other sub-genres of media. India is home to the world's second-largest gaming market (by volume), which presents a huge opportunity for gaming platforms. ZEE5 conducted a survey to get a deeper understanding of the changes in the landscape. Here are some key findings:<ul><li class="m_-2502423580872104917xmsolistparagraph"><b><u>59% of the respondents play online games</u></b></li></ul>As per the ZEE5 survey, 57% of the female and 60% male audiences indicated that they play online games. A key factor at play here is the democratisation of affordable smartphones and internet data along with the emergence of digital payments. It was also found that about 58% of the users have more than 3 games on their phones.<br /><br /><ul><li class="m_-2502423580872104917xmsolistparagraph"><b><u>50% of the respondents registered an increase in their online gaming consumption post-pandemic</u></b></li></ul>Owing to the pandemic induced lockdown, 53% of consumers played online games at least 5 times a week, with 3 out of 4 respondents spending at least one and a half hour every day.<br /><br /><ul><li class="m_-2502423580872104917xmsolistparagraph"><b><u>72% of male users prefer fantasy sports and multiplayer/first person shooter games, 46% female prefer casual gaming</u></b></li></ul>As per the ZEE5 survey, audiences’ preference is evenly split between casual, fantasy and multiplayer games. However, from a gender perspective, male audiences prefer fantasy sports and multiplayer games (Dream11, Call of Duty, PUBG), while female users prefer casual games (Candy Crush, Temple Run, Ludo).<br /><br /><ul><li class="m_-2502423580872104917xmsolistparagraph"><b><u>TV and OTT platforms influence the consumption of online gaming</u></b></li></ul>It was found out that 1 out of 2 gamers are likely to try a new game after watching an advertisement.<br /><br /><ul><li class="m_-2502423580872104917xmsolistparagraph"><b><u>2/5 respondents are likely to make in-app purchases</u></b></li></ul>The gradual shift towards freemium and hybrid monetisation models are being woven into the gaming narrative today. According to the survey, 2 out 5 gamers are likely to make an in-app purchase to either progress in a game or for an ad-free gaming experience.<br /><br /><ul><li class="m_-2502423580872104917xmsolistparagraph"><b><u>Non-metros emerging as a hotbed for online gaming with 63% of non-metro users playing games at least 5 times a week</u></b></li></ul>As per the findings of the ZEE5 survey, with respect to non-metro cities, 39% of the respondents played for more than an hour, and 40% of the users are likely to make in-app purchases. In terms of genre, 39% of the users showed a preference towards fantasy sports games.<br />

Non-metros emerging as a hotbed for online gaming with 63% of non-metro users playing games at least 5 times a week: ZEE5 report

<ul><li><keyword id="7565576" type="General" weightage="20" keywordseo="nana-murugesan" source="Orion">Nana Murugesan</keyword>, Managing Director of International Markets at <keyword id="3683497" type="General" weightage="20" keywordseo="snap-inc" source="Orion">Snap Inc</keyword> decodes <keyword id="3336728" type="General" weightage="100" keywordseo="gen-z" source="Orion">Gen-Z</keyword>. </li><li>He shares what makes GenZ different than others, how to capture their attention in less than 8 seconds, which topics are they most passionate about and how to connect with them. </li></ul>Walking a mile in Gen-Z shoes would show you that they view the world differently. They are a generation of innovators, unafraid to experiment and draw outside the lines. They are a socially inclusive bunch and are positively receptive to change - at most times driving it. A product of their times, this generation has stepped up to be the change-makers they believe the world needs. They harness their creativity, empathy and the internet at their command to stay connected, blurring the lines between the physical and the virtual world. <br /><br /><keyword id="159493" type="General" weightage="80" keywordseo="gen-z" source="Orion">Gen Z</keyword>, although more tech-savvy and more pragmatic, is also facing challenges differently. The pressure to excel, combined with the heaviness of the world during the recessions and the recent pandemic in which they have come of age, has this cohort more stressed than prior generations. They respond by seeking out moments of levity and have a strong desire to bring fun back into their everyday lives. This need for laughter and light-heartedness will continue into their future as a tool to keep them recharged and reflects in how they choose to communicate with each other. They seek expression, fun and creativity while speaking to each other online. According to the insights from the <keyword id="12306663" type="General" weightage="20" keywordseo="snapchat-generation-report-gen-z" source="Orion">Snapchat Generation Report Gen Z</keyword> wants to stay connected through photos, emoticons, video calls and memes. They also place immense value on personalization, authenticity, speed, and love the concept of personalised - avatars that represent them in the virtual world. Unlike their predecessors, Gen-Z is fluid and open to exploring, building on their authentic selves. They measure success differently and are more inclined to celebrate creativity - whether others or their own. The world of the internet resonates with them because it fuels this creativity by offering them an almost limitless creative playground, no matter how niche the interest. <br /><br />The need to see the world from a different lens bringing physical spaces and digital expressions together makes them more inclined towards Augmented Reality. AR empowers people to express their authentic self, live in the moment, learn about the world and have shared experiences together. It has helped create deeply engaging and immersive experiences for the new generation to interact with the world around them as soon as they open their camera. The lens has enabled innovation bringing alive art, culture and history. For instance, The Final Christo: Original Works for The Arc de Triomphe - a recently launched global portal lens enabled Snapchatters to bring French-artist Christo and Jeanne Claude’s vision of wrapping the iconic Arc de Triomphe to life.<br /><br />The shared experiences form the core of Gen Z connections are naturally inclined towards bringing in moments of fun and lightheartedness in everything they do. One of the experiences they actively seek is playing games together. It's no accident that many digital experiences are either games or platforms that began as gathering places for gamers. Gaming has crossed the broader, stepping into - culture in recent years. Today, ‘gaming’ is not just for ‘gamers’ — it represents a new paradigm for interacting online. In the span of a year, digital experiences have become a force defining not only how Gen Z audiences connect, but also how they experience and shape the culture at large. They want to use maps to communicate with their friends nearby and also leverage it to see what is happening in new places thousands of miles away and learn about and celebrate other cultures, and understand various perspectives during big events. Besides games and maps, they also enjoy the more interactive and faster experiences of sharing video and music content. <br /><br />Apart from new dynamic experiences, the core values of the generation are reflected in their prioritizing social activism, willingness to address difficult issues and being more open to authentic self-expression. They place importance on supporting organizations and features whose values and attributes align with their own. <br /><br />With the world as their laboratory, new generations are free to choose and seek out their own virtual communities. These communities build, engage and provide a platform for phenomenal growth. There are endless possibilities and activities that one can explore to strike a chord with Gen-Z, including connecting with culture, reimagining e-commerce and meaningfully engaging with friends and family. <br /><br />To drive a connection with Gen Z it is important to be more conscious and strengthen empathy, understand their behaviours and patterns of thinking as a generation since they expect more personalization in how they want to be treated and are active seekers who are willing to create more. Growing up in a time of rapid advances and industry disruption driven by mobile technology and ubiquitous connectivity, Gen Z expects continuous innovation as the norm. This personalization and innovation can be positive forces to stay relevant across all generations and can help open pathways for traditional setups to do things differently, keeping the future in mind.<br />

Talking the Gen-Z talk: How to market to them

Playing video games has been found to neither harm nor benefit the cognitive abilities of children and young adults, according to a new research. Parents may rethink family's video-gaming rules as the research challenges the fears that children who spend hours playing video would manifest unhealthy results in their cognitive ability, it said. <br /><br />"Our studies turned up no such links, regardless of how long the children played and what types of games they chose," said <keyword id="16412849" type="General" weightage="80" keywordseo="jie-zhang" source="Orion">Jie Zhang</keyword>, associate professor at the <keyword id="134011" type="General" weightage="50" keywordseo="university-of-houston" source="Orion">University of Houston</keyword>, US, and a member of the research team. <br /><br />According to the study, researchers examined the video gaming habits of 160 diverse urban public-school preteen students. <br /><br />Participating students reported playing video games an average of 2.5 hours daily, with the group's heaviest gamers putting in as much as 4.5 hours each day, the study said. <br /><br />The team of researchers looked for association between the students' video game play and their performance on the standardized Cognitive Ability Test 7, known as CogAT, which evaluates verbal, quantitative and nonverbal/spatial skills, the study said. <br /><br />CogAT was chosen as a standard measure, in contrast to the teacher-reported grades or self-reported learning assessments that previous research projects have relied on, the study said. <br /><br />"Overall, neither duration of play nor choice of video game genres had significant correlations with the CogAT measures. That result shows no direct linkage between video game playing and cognitive performance, despite what had been assumed," said <keyword id="16412848" type="General" weightage="80" keywordseo="may-jadalla" source="Orion">May Jadalla</keyword>, professor at <keyword id="282500" type="General" weightage="50" keywordseo="illinois-state-university" source="Orion">Illinois State University</keyword>, US, and the study's principal investigator. <br /><br />However, the study also revealed another side of the issue, too. Certain types of games described as helping children build healthy cognitive skills also presented no measurable effects, in spite of the games' marketing messages, it said. <br /><br />"The current study found results that are consistent with previous research showing that types of gameplay that seem to augment cognitive functions in young adults don't have the same impact in much younger children," said C. Shawn Green, professor at the University of Wisconsin-Madison, US. <br /><br />Does this mean the world can play on? Maybe, the research suggests. <br /><br />But the experts also caution that gaming time took the heaviest players' away from other, more productive activities - homework, to be specific - in a process psychologists call displacement, the study said. <br /><br />But even in those cases, the differences were slight between those participants and their peers' CogAT measures of cognitive abilities, the study said. <br /><br />"The study results show parents probably don't have to worry so much about cognitive setbacks among video game-loving children, up to fifth grade. <br /><br />"Reasonable amounts of video gaming should be OK, which will be delightful news for the kids. Just keep an eye out for obsessive behaviour," said <keyword id="16963" type="General" weightage="80" keywordseo="zhang" source="Orion">Zhang</keyword>. <br /><br />"When it comes to video games, finding common ground between parents and young kids is tricky enough. At least now we understand that finding balance in childhood development is the key, and there's no need for us to over-worry about video gaming," said Zhang.<br /><br /><strong>SEE ALSO:<br /><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/microsofts-chatgpt-powered-bing-browser-now-available-publicly/articleshow/97729788.cms">Microsoft's ChatGPT-powered Bing browser now available publicly</a><br /></strong><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/adani-wilmar-q3-net-profit-rises-15-yoy-to-246-crore/articleshow/97729862.cms"><strong>Adani Wilmar Q3 net profit rises 15% YoY to ₹246 crore</strong></a><br />

Video games don't harm cognitive abilities but don't benefit either says US based study

<br /><ul><li><strong><keyword id="77977" type="PERSON" weightage="100" keywordseo="Einstein">Einstein</keyword>'s local realism phenomena does not apply to <keyword id="6518536" type="ORGANIZATION" weightage="20" keywordseo="quantum">quantum</keyword> mechanics.<strong><br /></strong></strong></li><li><strong><strong>100,000 gamers were used to generate 90 million random numbers.</strong></strong></li><li><strong><keyword id="6518535" type="UNKNOWN" weightage="20" keywordseo="the-bell-test">The Bell Test</keyword> once again approves of quantum entanglement.<br /></strong></li></ul><keyword id="6417558" type="PERSON" weightage="20" keywordseo="albert-einstein">Albert Einstein</keyword> was proven wrong by <a href="https://www.icfo.eu/">a research</a> conducted by the Institute of Photonic Sciences, Barcelona. The research contradicted his ideas regarding “spooky action at a distance” also known as quantum entanglement, which is the cornerstone of quantum mechanics -- or the physics of subatomic particles.<br /><br />The research, conducted by an international team of physicists from 12 institutions, managed to close a loophole, which supporters of Einstein's theory have long cited.<br /><br />Quantum entanglement is the term coined for a special connection between pairs or groups of photons, or any objects described by <a href="https://simple.wikipedia.org/wiki/Quantum_mechanics">quantum mechanics</a>. Einstein described quantum entanglement as “spooky action at a distance” because the particles which are entangled can communicate over vast distances. He did agree with quantum mechanics, but he found quantum entanglement to be impossible in terms of the traditional laws of physics.<br /><br />He said that such quantum behavior was impossible and it could only be explained by “instructions” that are embedded in the entangled particles at the time of their generation,<br /><br />according to the principle he proposed, called local realism. The concept expressed by Einstein is incompatible with quantum mechanics. Quantum mechanics shows that observing particles in the universe can change their characteristics, thereby violating the principle.<br /><br />Moreover, particles that are linked or can communicate over vast distances in an instant — the “spooky action at a distance” — violate the principle that nothing can travel faster than the speed of light.<br /><br /><strong>The Experiment<br /></strong><br />The experiment, called <a href="https://en.wikipedia.org/wiki/Bell_test_experiments">The Bell Test</a>, was conducted to look for the presence of “hidden” variables, that are not a part of the quantum theory, to explain the behaviour of subatomic particles, like photons. <br /><br />The test involved two sites, named “Alice” and “Bob”. In the experiment, a pair of entangled particles is generated. These generated entangled particles are then sent to these stations and parallel measurements are made. Now, if the measurements agree with one-another (i.e if one has a positive spin the other should have a negative spin and vice-versa) then Einstein's principle of local realism is disapproved.<br /><br />The study, published in the journal “Nature”, involved more than 100,000 gamers around the world, who played a custom-made online game called The Big Bell Quest. The game was all about generating random numbers. This provided the scientists with more than 90 million randomly human-generated binary digits, which were then used in the experiments to measure the state of the particles.<br /><br />The results of the experiment showed that the quantum particles that are separated by a large distance, can concurrently affect each other, which in turn contradicts Einstein's principle of local realism.<br /><br />The wide and totally random data used makes sure that the results are correct. Furthermore, these results agree with those of experiments <a href="https://www.nature.com/articles/nature15759">conducted in 2015</a>, in which other groups of researchers also developed loophole-free Bell tests.<br />

Was Einstein wrong about quantum entanglement?

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><ul class="summary-list"><li><strong>YouTuber Logan Paul has given credibility to a theory that the video site is censoring videos that mention him.</strong></li><li><strong>Fellow YouTuber Keemstar claims that videos tagged "Logan Paul" receive fewer views, but gain more traction when the tags are removed.</strong></li><li><strong>There isn't a lot of evidence that this is true, and a source closed to YouTube said it doesn't censor videos based on words or creators.</strong></li><li><strong>Paul is still the 10th richest YouTuber, according to Forbes, netting a reported $14.5 million in 2018.</strong></li></ul><p>Popular and controversial YouTuber Logan Paul has joined the ranks of vloggers claiming that the video site is censoring content.</p><p>Paul appeared to buy into a theory put forward on Wednesday by fellow YouTuber Daniel "Keemstar" Keem, who suggested that YouTube was deliberately downranking videos tagged "Logan Paul."</p><p>Keemstar, who runs a gossipy, YouTube-focused news vlog called DramaAlert, claimed that he posted a video featuring the words "Logan Paul" in the title and tags, and that it received fewer views than normal. The video, he claimed, did better once Paul's name was removed.</p><p>Paul wrote in reply: "<span>i hate to say this &amp; i mean i REALLY hate to say this but i think these are facts, pls love me again </span><a href="https://twitter.com/YouTube" data-mentioned-user-id="10228272"><s>@</s><strong>YouTube</strong></a>."</p><p><strong>Here's the exchange on Twitter:</strong></p><p>&#xa0;</p><p>The claim is impossible to prove without input from YouTube, which declined to comment. But a source close to the company said the site doesn't downgrade videos based on specific creators or words.</p><p>And there are reasons to take Keemstar's claims with a pinch of salt.</p><p>He has proven to be an unreliable source in the past. In 2016, he <a href="https://metro.co.uk/2016/01/11/youtuber-tracks-down-runescape-paedophile-online-but-its-the-wrong-guy-5615544/">falsely accused an elderly online gamer of being a paedophile</a>. Despite a retraction from Keemstar, the elderly gamer received death threats and online harassment thanks to the false accusation.</p><p><strong>Read more</strong>: <em><a href="http://uk.businessinsider.com/ksi-logan-paul-11-million-youtube-boxing-match-2018-8?r=US&amp;IR=T">KSI and Logan Paul probably generated up to $11 million with their YouTube boxing match</a></em></p><p>And YouTube rarely, if ever, "censors" individuals' channels without publicly flagging it. The company <a href="https://www.polygon.com/2018/8/7/17660314/alex-jones-infowars-youtube-freedom-of-speech-censorship">openly disclosed that it was terminating conspiracy channel InfoWars</a>, for example.</p><p>And while YouTube has punished Logan Paul in the past due to his controversial content, it has been open in explaining why.</p><p>Paul made headlines at the beginning of this year <a href="https://www.businessinsider.com/youtube-star-logan-paul-apologised-after-filming-a-dead-body-in-japans-suicide-forest-2018-1?r=UK&amp;IR=T">for posting a video of himself wandering through a so-called "suicide forest"</a> in Japan and stumbling across a dead body.</p><p>YouTube <a href="https://www.businessinsider.com/youtube-suspended-logan-paul-video-ads-taser-rats-2018-2?r=UK&amp;IR=T">dropped him from its preferred ads programme</a>, which gives advertisers access to the top YouTube channels, and delayed the release of his Originals film on the video site. It switched <a href="https://www.businessinsider.com/youtube-resumes-ads-on-logan-paul-videos-but-hes-still-on-probation-2018-2?r=UK&amp;IR=T">ads back on in February</a>. The site also temporarily suspended Paul because of his continued "pattern of behaviour" in his videos, such as tasering dead rats, and <a href="https://twitter.com/YTCreators/status/961887633302462465?ref_src=twsrc%5Etfw">published its decision on Twitter</a>.</p><p>None of the above actually got him booted from the site, and Paul's Originals film - a sci-fi movie - appeared on his channel in October this year.</p><p>Meanwhile, <a href="https://www.forbes.com/sites/natalierobehmed/2018/12/03/highest-paid-youtube-stars-2018-markiplier-jake-paul-pewdiepie-and-more/#12462f09909a">Forbes has just ranked Logan Paul</a> 10th on its annual list of the wealthiest YouTubers, pegging his 2018 earnings at $14.8 million, mostly thanks to merchandise purchases from fans. It was an increase on his earnings of $12.5 million in 2017.&#xa0;</p><div></div><div></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/automatic-floodgate-rises-protect-infrastructures-floods-2018-10">How an automatic floodgate is helping communities against natural disasters</a></h3>        <div>                    </div>    </div>

Logan Paul is buying a theory that YouTube is censoring him

<ul><li>We bring to you a series of columns from industry experts, looking back at the last 10 years.</li><li>The columns will explore how the media, marketing and <keyword id="34612" type="PERSON" weightage="20" keywordseo="advertising-industry">advertising industry</keyword> has transformed in the last decade.</li><li>Roshan Abbas, Founder and MD, Geometry Encompass, walks us through key developments that changed the industry landscape drastically and answers why experiences still continue to win amidst all these evolving trends. </li></ul>It was 2010 when coming on the back of an economic downturn we were figuring how to pick up the business. I had just started working with a fledgling digital agency on a campaign and when I asked the CEO of our mainline agency to invest in the same, everyone turned and said, "Digital? You mean FB likes? It won’t scale. Give me an old-fashioned event anyday!"<br /><br />This was 2010. Look at where we are now. This has been an era of digital and mobile. The decade began with the democratization of media and everyone felt empowered and energized. We would change the world. The 30-second ads' death knell was rung again. As Uber, Zomato, Ola, Google, Facebook and Amazon entered our lives, we felt the world was poised to disrupt everything that stood in its way. It would be safe to say this decade began as one of digital disruption. New models of communication and content consumption emerged everyday. Our physical acts got mirrored as digital apps while addressing all our pain-points.<br /><br />As more and more consumers move online, the advertiser follows. And so do the creative ideas. From interactive banners, to choosing your end videos, from YT mastheads to programmatic buying, we’ve seen it all.<br /><br />In the role of events, this has translated into the need to be more digitally savvy, and to be far more responsive to your customer base. Gone are the days of sending your client an invite for an event and praying they turn up. Now you will do targeted marketing and look-alike audiences, measure click through rates and tweak creatives accordingly. Though much maligned, it is the age of the Phygital experience.<br /><br />The few other trends we have noticed are the aggressive use of events by the government. Since 2014 the Modi government uses events as an almost publicity and promotion tool. This calls for deep understanding of rural and digital. For even these consumers are online.<br /><br />In retail experiences, the consumer has started bifurcating on the basis of emotion and rational. If we are looking for a utility, they will choose the most frictionless experience, here seamless retail is a need and the conversation could start anywhere. Online or offline. Yet if they are looking emotionally, no matter how many touch-points as long as they are engaged, they are happy to connect. Here is where experiences still win.<br /><br />Experiences as acts are also a huge hit. The decade has noticed a small event being created and then shot for broadcast, the virality thus ensuing being the pay off for the brand.<br /><br />Sports has seen a huge shift, the decade of the IPL has shown how fast-paced entertainment adrenalized has become the need of the hour. Any sport that is able to mimic this seems to succeed. Kabaddi and ISL are good attempts but still India remains a cricket-crazy nation. Look out for niche sports like basketball, MMA etc.<br /><br />Gaming championships will also be a huge engagement tool for brands. Already we have over 4 such national level championships and gamers becoming the new celebrities.<br /><br />Influencer marketing has become something to work with. In an era where trust is in deficits, the need to get reviewers, influencers and subject experts endorse a brand is critical.<br /><br />More than ever before, this is the time for building experiences. As more and more people find their passion online, they want offline experiences to celebrate the same. Concerts, content and congregations will all win the consumer battle and yes, they will always be supported by great creative ideas.<br /><br />The last few years have shown some distressing trends as well. The university of WhatsApp where everybody is a subject expert, media houses that seem to lean in one direction only, the increasing pay walls being built around apps that started as free, the perfumed gardens have started building walls around them. Twitter has become troll central, Facebook is full of old fogies who poke their nose in everything you do, Google gives me paid searches and then stalks me with recommendations based on my search behaviour all day.<br /><br />What started as a decade of hope, ends as a decade of distress. Performers with millions of followers don’t manage to sell 200 tickets. At a recent conference, I heard a CEO chat, “Yes, I need to be digital, but is it real? Who's watching, who's clicking? We still don’t know if the like we got is a bot or a bought one. We need to seek authenticity and engagement. Give me an old-fashioned event any day."<br /><br /><strong>- By Roshan Abbas, Founder and MD, Geometry Encompass</strong><br />

Why experiences still win, explains Geometry Encompass’ Roshan Abbas

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Photo by Drew Angerer/Getty Images</span></p></div><p></p></div></div></p><p>Good morning! This is the tech news you need to know this Wednesday.</p><p><strong>1. <a href="https://www.businessinsider.com/google-fights-european-court-right-to-be-forgotten-expansion-2018-9">Google appeared before the EU's highest court on Tuesday to argue against the global application of Europe's "right to be forgotten", which lets individuals ask for search results to be scrubbed</a>. </strong>France's data protection agency is arguing that the deleted information should disappear from all Google search engines, not just EU versions of the site, but Google and others argue this amounts to censorship.</p><p><strong>2. <a href="https://www.businessinsider.com/apple-iphone-event-2018-rumors-2018-9#-along-with-a-low-cost-iphone-with-an-lcd-screen-2">Apple is expected to launch three new iPhones today, including the jumbo-sized iPhone XS</a></strong>. Apple is also expected to launch a revamped Apple Watch.</p><p><strong>3. <a href="https://www.bloomberg.com/news/articles/2018-09-11/sessions-is-said-to-be-open-to-probe-of-social-media-giants">Attorney General Jeff Sessions is open to investigating social media companies for anti-competitive behaviour, and issues of freedom of speech, according to Bloomberg</a>. </strong>He will meet state attorneys general later this month who are already investigating the firms' practices.</p><p><strong>4. <a href="https://www.businessinsider.com/amazon-defends-worker-cage-patent-that-was-recently-unearthed-2018-9">An Amazon patent has caused public outrage because it appears to show human warehouse workers in cages for their own safety</a>.</strong> The patent was granted in 2016, but was unearthed by a new research paper this week - and Amazon said it has never implemented the system.</p><p><strong>5. <a href="https://www.businessinsider.com/amazon-delivery-drivers-reveal-claims-of-disturbing-work-conditions-2018-8">Dozens of Amazon delivery drivers have revealed what it's like to drop off packages for the firm, citing a lack of overtime pay, intimidation, and a physically tough working environment</a>.</strong> Drivers don't work with Amazon directly, but are managed by third-party firms that work out of Amazon facilities.</p><p><strong>6. <a href="https://www.businessinsider.com/nielsen-the-amoung-of-time-people-spend-on-facebook-is-declining-2018-9">People are spending less time on Facebook's main social network, according to research by Nielsen</a>. </strong>The amount of time people are spending on the Silicon Valley company's main social network has dropped by almost 7% from a year ago.</p><p><strong>7. <a href="https://markets.businessinsider.com/news/stocks/tesla-stock-price-downgrade-former-bull-slashes-price-target-2018-9-1027524847">Tesla's share price dropped Tuesday after being downgraded by Nomura Instinet, which was formerly one of the most bullish firms on Wall Street toward the stock</a>.</strong> Analyst Romit Shah expressed concerns over the rising frequency of CEO Elon Musk's tweeting as well as Musk's taunts of short sellers, his recent earnings call outburst, and his increasingly unpredictable behavior.</p><p><strong>8. <a href="http://uk.businessinsider.com/medopad-acquired-sherbit-2018-9">British health tech startup Medopad has acquired Silicon Valley heath data firm Sherbit as part of its US expansion</a></strong>. Medopad didn't disclose financials, but said the deal would help it expand into US teaching hospitals.</p><p><strong>9. <a href="https://www.businessinsider.com/amazon-joins-dc-chamber-of-commerce-amid-hq2-discussion-2018-9">Amazon has joined the Washington, DC Chamber of Commerce, the chamber's president told the Washington Business Journal</a>.</strong> That's amid massive speculation about where the company will put its second headquarters, with many of the rumours focusing on DC.</p><p><strong>10. <a href="https://www.theverge.com/2018/9/11/17847474/dr-disrespect-shooting-twitch-stream-investigation-trolls">A popular gamer on Twitch, known online as Dr. Disrespect, reportedly had to abruptly pause his broadcast on Tuesday after a drive-by shooter shot at his house</a>.</strong> Authorities have reportedly confirmed that this is the second time this has happened to the streamer.</p><p>Have an Amazon Alexa device? Now you can hear 10 Things in Tech each morning. Just search for "Business Insider" in your Alexa's flash briefing settings.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/kaman-kmax-helicopter-intermeshing-dual-crossing-rotors-2018-8">An aerospace company reintroduced its precision helicopter with two crossing motors</a></h3>        <div>                    </div>    </div>

10 things in tech you need to know today

<p><span style="line-height: 1.5em;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Apple is finally enforcing its editorial rules for games on the App Store, <a href="http://www.pocketgamer.co.uk/r/iPad/Tempo/news.asp?c=63862">Pocket Gamer reports</a>. The company is asking developers to blur out guns and nudity on screenshots, trailers, and icons so that they meet with Apple's 4+ age rating.&#xa0;</span></p><p>The rating system is to make sure the App Store is family friendly and inoffensive. If a child visits the App Store to check out the latest Taylor Swift single, for example, Apple doesn't want them upon stumble on a screenshot of a man being shot in the face.</p><p>The rule has actually been around since the App Store launched, but up until now has largely been ignored, <a href="http://9to5mac.com/2015/02/12/apple-violent-apps/#more-365108">9to5mac explains.</a> On Apple's <a href="https://developer.apple.com/app-store/review/guidelines/#game-center">app review submission guidelines </a>under "Violence" and "Objectionable Content," Apple states that apps "portraying realistic images of people or animals being killed or maimed, shot, stabbed, tortured or injured will be rejected."&#xa0;</p><p>There are lots of other specifications too:</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>Nobody seems to know why Apple has suddenly decided to start implementing its guidelines. But now games developers are seeing their submissions rejected due to content issues. Pocket Gamer has spoken to some of them who've seen their material flagged up by Apple.&#xa0;</p><p>One is a new <a href="https://itunes.apple.com/gb/app/id696701152?mt=8">shoot 'em up called Tempo</a>, chosen as "editor's choice" by Apple. The developer, Splash Damage, has had to pixelate out guns on screenshots and in footage from the game to hide them away and adhere to the App Store rules.</p><p><strong>It looks a bit weird. Have a look:</strong></p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p><strong>Here's the Tempo mean-looking man in full:</strong></p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>Other developers listed by Pocket Gamer <a href="https://itunes.apple.com/gb/app/id932941157?mt=8">include Team Chaos' Rooster Teeth vs. Zombiens</a>, which had to change its icon so that an orange cartoon gun was removed. And there's <a href="http://www.pocketgamer.co.uk/r/iPad/Into+the+Dead/review.asp?c=47155">Into the Dead</a>, made by PikPok: "We had an App Preview for Into the Dead rejected because we were showing weapons firing," <a href="http://www.pocketgamer.co.uk/r/iPad/Tempo/news.asp?c=63862">the maker told Pocket Gamer.</a></p><p>People seem quite surprised that Apple is finally enforcing the rules. This guy works for Pocket Gamer (not the <keyword id="6354868" type="COUNTRY" weightage="60" keywordseo="UK">UK</keyword> government. That's chancellor George Osborne, with an extra "e"). He calls it "gun censorship":</p><div><div></div></div><p class="embed-spacer">Pocket Gamer argues that Apple's "prudish" behaviour doesn't seem to transpose over to its movie content. The blog argues that the company treats video games differently, which has "long been a bone of contention for developers who want to tackle controversial topics."</p><p class="embed-spacer">They may have a point. Here's the front of the Sherlock Holmes film, which anyone can see. It's on iTunes, but that's readily accessible to young people - just as the App Store is. You can navigate between the two.</p><p class="embed-spacer"><strong>Check out Robert Downey Jr. holding quite a big gun:</strong></p><p class="embed-spacer"></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/car-3d-printing-local-motors-strati-2015-2">This drivable car was 3D printed in 44 hours</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="J3c2phczq6DF9d2Xxzp7jeBZM5nD--xt" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Apple is making game developers blur out guns in the app store

<br /><br /><ul><li>Spotify just launched its app in India that will going up against JioSaavn, <keyword id="1527458" type="COMPANY" weightage="20" keywordseo="Amazon-Music">Amazon Music</keyword>, Gaana and other <keyword id="6354530" type="CITY" weightage="20" keywordseo="music">music</keyword> streaming services that are already available in the country. </li><li>Spotify is confident that their pricing strategy is customised for the Indian market but a comparison shows that Gaana and JioSaavn are still cheaper. </li><li>Other than their pricing strategy, Spotify has also tried to localise the app for the Indian market and its users and we’ve compared them to the features available on others apps.</li></ul>Spotify just <a href="https://www.businessinsider.in/spotify-launches-in-india/articleshow/68173763.cms">launched its music streaming app in India</a>, featuring a wide catalogue of playlists with regional as well as international content. Amarjit Singh Batra, the Managing Director at Spotify India asserts that the has a long-terms vision for India and they’re here to stay. <br /><br />
  
  
  
  
  
  
  
  
  <div type="ExtQuote" text="“India is a market which is big and we have a long term point of view. We wanted to build a local team and make local people available here in India.”" auname="Amarjit Singh Batra, Managing Director, Spotify India"></div>


















<br />Considering that Spotify has over 207 million active users worldwide, one has to wonder whether its competitors in the Indian market — JioSaavn, <a href="https://www.businessinsider.in/searchresult.cms?query=amazon+music&amp;sortorder=effectivedate">Amazon Music</a>, Gaana, <a href="https://www.businessinsider.in/youtube-is-killing-one-of-the-best-parts-of-googles-music-streaming-service/articleshow/64209903.cms">Google Music</a>, and Apple Music — have anything to worry about. <br /><br />Akshat Harbola, head of Business Operations and Strategy at Spotify, is confident that Spotify’s <a href="https://www.businessinsider.in/spotify-launches-in-india/articleshow/68173763.cms">pricing strategy</a> is on the mark in the Indian market since it represents a matrix that centers around different customer segments and the different way that customers prefer to pay.<br /><br />
  
  
  
  
  
  
  
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<br />Aside from <a href="https://www.businessinsider.in/it-looked-like-apple-music-was-coming-to-google-home-speakers-but-google-says-it-was-only-a-glitch/articleshow/68176820.cms">Apple Music</a> and Amazon Music which only offer free memberships for an introductory period of time, the other music streaming services offer a free version of their app but also paid models that users can subscribe to.<br /><br />The subscriptions plans across the different apps offering vary not only in the terms of price, but also in terms of duration. The add-ons that you get within the subscription varies as well.<br /><br />
  
  
  
  
  
  
  
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<br /><br />Noting that Spotify’s subscription is a little more customised and varied with one-time payment options unlike Amazon and Apple Music, the disparity in subscription prices still grows as the subscription duration increases.<br /><br />That being said, Spotify has a few integrations that are unique to the platform. For the example, its the only app that can be played in-app with Google Maps. It's also the only app that's available on both, XBox and PlayStation, making a safe refuge for gamers who like to have their choice in music. <br /><br /><br /><strong>So, which one is better?<br /></strong><br />Spotify claims that the <a href="https://www.businessinsider.in/We-compared-Spotify-and-Apple-Music-subscriptions-and-the-winner-is-clear/Spotifys-recommendations-dwarf-Apple-Musics-/slideshow/64982332.cms">big differentiator</a> for them — since they were the ones who pioneered the music free model and have over 200 million users across the world — is that it has lots of data around understanding music tastes and behaviours. <br /><br />
  
  
  
  
  
  
  
  
  <div type="ExtQuote" text="&quot;We believe that the recommendation tools algorithms and machine learning have been built up around the understanding of customers around the world. We bring that to the table.&quot;" auname="Amarjit Singh Batra, Managing Director, Spotify India"></div>


















<br />But, the tricky thing about <a href="https://www.businessinsider.in/slideshows/miscellaneous/we-compared-spotify-and-apple-music-subscriptions-and-the-winner-is-clear/So-which-music-app-is-the-winner/slideshow/64982314.cms">choosing a music service</a> is figuring out which one works the way that you ‘need’ it to work. If you’re looking for video-on-demand along with a music subscription then Amazon is your sole option. <br /><br />Instead, if you’re looking for a music app that lets you voice search instead of having to type in song names then Gaana is only app to have that kind of feature.<br /><br />Discerning between the platforms in terms of music choice or exclusives is no longer a very big differentiator. All have international as well as regional options available — but what matters is the size of the library. Not only should the library large, but it should also be updated regularly. <br /><br />Apple leads the pack with 45 million tracks catalogued in its library as Spotify, Amazon Music and Google Music come in second with an estimated 40 million tracks in their library. JioSaavn has around 30 million tracks and Gaana trails with around 10 million songs. <br /><br />The Spotify app adds approximately 30,000 new tracks on average each day and has over 3 billion playlists available which can justify the service being more expensive that its counterparts.<br /><br />While there’s is a lot of clamor around about Spotify’s ‘Daily Mix’, JioSaavn also has ‘Daily Mixes’ on its platform and Gaana has ‘Made For You Mixes’. <br /><br />In localising the app for India, Spotify is giving users eight language options as well as local artists to choose from in order to customise their music playlists. But Gaana and JioSaavn let users choose from 16 different regional languages.<br /><br />But Spotify has put in its efforts to localise the app with 'Starring in...' playlists that are centered around actors and actresses in the film industry in India as well as 'Sound of' playlists, which are basically city playlists that tracks whats trending in Mumbai, Delhi, Bangalore and Chennai.<br /><br />Nonetheless, Spotify’s plan is to learn fast in India and the team is currently looking at developing more innovative features like the ‘Sound of’ playlists that are city-specific.<br /><br />Spotify also says its ‘dynamic’ home page — that changes over time depending on what you listen to — has been a hit with Indians. <br /><br />
  
  
  
  
  
  
  
  
  <div type="ExtQuote" text="&quot;This (dynamic home page) is something that people in India felt was very different to the experiences that they have been using over the past couple of years. So, this kind of dynamic, ‘made for you’ experience is something that we feel is unique to us.&quot;" auname="Owen Smith, Director of Product Growth at Spotify"></div>


















<br />Spotify is already available across 79 markets across the globe. Out of its 207 million active users, 96 million of these users pay for a Spotify subscription.<br /><br />One Plus, Anheuser-Busch InBev and GoUSA will exclusive advertising launch partners with Spotify in India.<br /><br />Users deciding between which app to pay for can try the free trials ahead of committing to a subscription plan. Spotify and Amazon Music offer a 30-day free trial while Apple Music gives a whole three months of streaming music without any restrictions. Gaana and JioSaavn’s free ‘premium’ subscriptions, on the other hand, are limited to 14 days.<br /><br />Either way, if you’re looking for tracks in high quality — you’ll have to end up paying for a subscription, regardless of which platform you choose.<br /><br /><strong>See also:<br /></strong><a href="https://www.businessinsider.in/spotify-launches-in-india/articleshow/68173763.cms">Spotify silently launches in India with premium membership options starting at ₹13</a><br /><br /><a href="https://www.businessinsider.in/spotify-india-launch-delayed-by-warner-music/articleshow/68165261.cms">Another thorn in Spotify’s side ahead of its India launch</a><br /><br /><a href="https://www.businessinsider.in/spotify-confirms-several-mysterious-non-existent-artists-racked-up-thousands-of-listens-on-hijacked-playlists/articleshow/67689004.cms">Spotify confirms several mysterious, non-existent artists racked up thousands of listens on hijacked playlists</a><br />

Comparing Spotify, JioSaavn, Gaana and Amazon Music — which one makes sense for you

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>Microsoft <em>really</em> wants you to upgrade to Windows 10.</p><p>The American tech giant has been aggressive pushing updates to its desktop operating system onto its users - and drawn significant criticism for the techniques employed.</p><p>The latest: Automatically upgrading&#xa0;users if they click X to close a pop-up about the&#xa0;update.</p><p><a href="http://www.pcworld.com/article/3073457/windows/how-microsofts-nasty-new-windows-10-pop-up-tricks-you-into-upgrading.html">The new tactic was spotted by Brad Chacos over at PC World</a>. For months, GWX (Get Windows X), the app responsible for all the Windows 10 update prompts, has been pushing updates onto users, to which the only way to opt-out was to press the X in the top-right corner to close the app (just like you do any other app).</p><p>But <em>now</em> GWX has changed its behaviour, and will take you pressing the X as a signal that you're happy to carry out the update at a time it provides. Instead, you have to manually change or remove the update time if you want to opt-out.</p><p>So if you're used to clicking X to get rid of the pop-up because you really don't want to (or can't, for software compatibility reasons) upgrade, then you might find yourself upgrading all of a sudden anyway.</p><p>There are reports on social media that users are being tricked into upgrading this way - much to their annoyance.</p><p><div></div></p><p class="embed-spacer"><div></div></p><p class="embed-spacer">Here's how one of the previous pop-ups - that forced you to press X to block the installation - looked.</p><p class="embed-spacer"><div></div></p><p>The Windows 10 pop-ups have proved highly disruptive. In April, one interrupted a weather report on Iowa television station KCCI 8.</p><p><div></div></p><p class="embed-spacer">And the updates themselves have also started at awkward times - including one <a href="https://www.theguardian.com/technology/2016/may/04/windows-10-updates-ruining-pro-gaming-streams">that interrupted a game that pro gamer Erik Flom was streaming</a> to his followers on Twitch.</p><p class="embed-spacer"></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p class="embed-spacer">But despite the uproar, don't expect Microsoft to suddenly stop its upgrade strategy. The company is aiming to get Windows 10 <a href="http://uk.businessinsider.com/microsoft-windows-10-free-upgrade-2016-1">onto one billion devices</a>, and it clearly sees aggressive upgrades as one way to help achieve this - especially given <a href="http://uk.businessinsider.com/microsoft-cutting-1000-jobs-in-finland-as-it-ends-phone-production-report-2016-5">the serious downturn in its mobile business</a>.</p><p class="embed-spacer">A Microsoft spokesperson provided a statement indicating they think everything is working as intended:</p><p class="p1" style="padding-left: 30px;">As we shared in October, Microsoft has been helping customers who received the Windows 10 upgrade as an 'Optional' (and now 'Recommended') update, to schedule their upgrade. Once a customer's upgrade is scheduled, they will receive a notification that states the time their upgrade is scheduled for, with options to reschedule or cancel if they wish. Based on customer feedback, we've also added another notification that confirms the time of the scheduled upgrade and provides the customer an additional opportunity for cancelling or rescheduling the upgrade. If the customer wishes to continue with their upgrade at the designated time, they can click 'OK' or close the notifications with no further action needed.</p><p class="embed-spacer">If you're determined not to update - and you can avoid Microsoft's increasingly sneaky attempts to make you - then there's still hope: After July 29, <a href="http://uk.businessinsider.com/microsoft-is-going-to-stop-prompting-people-to-upgrade-to-windows-10-2016-5">Microsoft says it will stop prompting users to upgrade</a>.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/flatev-machine-makestortillas-2016-5">There's a Keurig-inspired machine that makes individual tortillas</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="BjN25iMzE68FpOZaFVlMzElTr_kW1TXD" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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