CCTV Game Turning Real-World Footage into Gameplay
A chance idea, inspired by CCTV footage and movement-tracking technology, has evolved into a new category of live content. Sam Jones, CEO of
155.io, explains how the studio is combining real- world video feeds with AI-driven analysis to turn everyday activity into structured betting markets.
Sam, where did the original idea for CCTV Game come from, and when was the eureka moment you believed the concept was practically/technically achievable?
Well, for the last two years we’ve been building alternative live content for players - including marble racing, plastic duck racing, Plinko games, coin flip games, and things like that. We spent a long time developing this in our own studio, and it’s obviously very operationally heavy running a 24/7 setup, as well as designing and manufacturing games with camera sequences and all that comes with it.
So part of me started thinking - is it possible to outsource some of this? We’d looked at bringing in third-party content before, but were underwhelmed by how it looked.
Ten I got a call from a client asking if we could launch a game based on live CCTV footage of monkeys, with betting on what they do at different points in the day. While I thought that would be wrong from an animal welfare perspective, it did get me thinking about CCTV footage more broadly. Tat was really the spark about six months ago - could we create games based on real-life events, just not involving animals in cages?
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Te second piece came when I was at the G2E conference in Vegas last year. I came across a company using technology to track human movement around casinos - analysing pathways and behaviour so venues can optimise layouts and merchandising. It was quite similar to the kind of tracking technology used by Tesla to monitor cars.
Tat led me to the idea that we could combine CCTV footage with this type of software to track, say, cars, and turn that into a betting market.
On the surface CCTV Game looks simple, but there’s clearly a lot going on underneath. How does the game function from a technical point of view?
In terms of how CCTV functions, what we do is take live CCTV footage either from partners who have licensed public feeds, or from our own cameras in different locations. So the source of the content is always real-world - none of it is AI-generated, it’s all genuine footage. We then use artificial intelligence to take segments of that footage. So it’s not truly live in the moment, but it is taken from live feeds. We go back a few minutes and capture a 30-second snapshot of traffic, and the AI calculates how many cars pass through a defined tracking zone.
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