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new study shows which generation is struggling most to make ends meet. and it may not be the group you expect. that's this week on press here. good morning everyone i'm scott mcgrew. there are three major video game console makers in the world sony, microsoft and nintendo. and so far, all three of them have been able to find a market segment. but new predictions in an upcoming report from dfc, dfc intelligence shows one of those may have a tough time ahead. david cole is ceo at dfc and probably knows more about the business of video games than anybody on planet earth. he's our first guest this morning. david, good morning. for those who don't understand how big the video game industry is, set the scene for us. maybe start with a call of duty. a new version of that game just came out. can you give folks an idea of how enormous that franchise is?

well, call of duty is an enormous franchise. it's been around for years, almost going on almost 20 years. but every year they release a new version and it generates over $1 billion in sales every year for activision blizzard originally, which now is owned by microsoft. so call of duty is one of those big core franchises that playstation users and microsoft xbox users love to play. that game. it can sell over 30 million units every year. there's a mobile version that sells. it has over 100 million users, so it's a huge game and it's now owned by microsoft, which is very interesting going into the next console cycle. yes, it will be. and yeah, i think even if you don't follow the video game industry, it's something that people need to know about. i have a statistic here, you know, $30 billion in revenue over the life of the franchise. that's more than all the harry potter books and movies and theme parks put

together. have there been other big titles lately? i feel like it's a little like hollywood that other than call of duty, i'm not aware of anything. you know, in the case of movies, that's going to drive me to the theater and i'm not. is there something in the zeitgeist that i'm missing, missing about some cool game that's come out because it doesn't seem like people are talking about it? yeah. you're missing one big title there. i think that is even bigger than call of duty. it's the grand theft auto franchise. and next year, hopefully about a year from now, we're going to see grand theft auto six release. it's been over ten years since grand theft auto five launched back in, oh, the start of the playstation four generation. and it's generated over 100 million unit sales. people play it online. it's this whole world that people play online and they it's basically a game that has lasted for over a decade and its successor, we think, is going to be one of the

big games launches ever. so that is going to be about a year from now. it sounds like i can stick to my hollywood analogy in this, in that big publishers are sticking to established titles the way that hollywood keeps giving us superhero movies. this actually means that a small publisher could make some inroads. you know, while everyone's working on call of duty 17 and, you know, madden 26 and, and grand theft auto, somebody's an upstart could really take a position here. well, you nailed it. exactly. i think that's one of the biggest trends in the game industry is what we're seeing is that basically the development tools, it's kind of like what you would have with youtube and video, where all of a sudden you're putting the development tools in the hands of everybody, and the game development tools are the same way that you have. everybody can develop games now if they, you know, don't have the barriers that the tools were just out of reach of the average joe. but now anybody can develop

with ai, you're going to see all kinds of increase in tools that help people develop games that they can get out. and, you know, the challenge will be not necessarily developing the game, but getting it out into distribution and marketing. but as the big guys focus on the these massive franchises, they're interested in stuff that's going to sell in the hundreds of millions, billions of dollars. there's a lot of room for smaller companies to modest titles selling millions or tens of millions. and, you know, they could do well on that. and make a nice profit. and so we think that's a real opportunity going forward in the game space for smaller developers. and i think that's going to be exciting. it's kind of like what youtube, you know, over 20 years ago kind of revolutionized video. i think a similar thing is going to happen in the game industry. i think you're right. continue to predict for me, the survival of xbox and playstation and nintendo. nintendo, we think, is going to do very well to switch

record sales for the switch. just basically during covid. and i mean, the beauty of it was not its initial launch, but the fact that it was portable. and so, parents, you know, they had two kids, they'd buy two switches. if they had three kids, they'd buy three switches because everybody had to have their own system. when you're traveling. and so, you know, that's a really great model. and nintendo had set sales records. and so we think that the new nintendo switch, whatever it's called, we don't know what it's going to be called yet, but it should launch next year. and we expect for it to have once again record sales. the big issue is, you know, sony or microsoft, we only think one of those two systems, either the playstation or the xbox, is going to do well. it's still too early. we don't know what even these systems are going to look like. but the last generation, the xbox series x s, really underperformed versus the playstation five. but, you know, there's the question. you know,

microsoft is now the largest software publisher in the world. they own call of duty. can they flip that scenario and make it so that they come out on top? and then sony is kind of stuck out in the cold. so we'll see. it's going to be interesting. and lastly, what are you playing now. and then separately. what's your all time favorite game. well my all time favorite games. you know i'm a strategy game guy so i like the civilization style games which you know they do very, very well to a more of a niche audience, which i am part of. i'm not the big call of duty first person shooter type player. but, you know, recently i've gotten into online board games and playing board games online. so i always say i'm, you know, more of a niche type of gamer, but i talk to a lot of the, the younger audience to keep up on the latest trends in terms of what the fastest, you know, what the reaction is to all the latest upcoming titles and so it's, you know, it's a

it's an interesting industry because it has all different age ranges, all different types of games. it's wild to see how it's grown over the years. it is. i appreciate your insights on that this morning david cole. thank you. david cole is ceo at dfc intelligence. thanks for being with us. we'll be back in a minute. it's big shag carpet. big shag features northern california's biggest selection of flooring with free samples that you can check out and a no surprise guarantee. so the price they quote is always the price you pay. and during their thanksgiving sale, save up to 20% off, including kharistan and shag pays the sales tax 20% off and they pay the sales tax even christian. that's big. s and g more than carpet. go to sg carpet .com for the showroom nearest you, or to have their mobile showroom come to you. the world renowned pediatric epilepsy experts at stanford medicine children's health are treating children with some of the most complex and severe epilepsy. we are accredited as a

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night, as will i. what the december to remember sales event. get $750. lease cash toward a 2024 rt 350. welcome back to press here. we have grown used to remote work of course, but in this case, my next guest is a ceo who's from croatia running an australian company from san francisco. silvia martinkovic helped lead the buy now, pay later company affirmed through its ipo. now the ceo of deputy, a human resources software company. she's been studying the economic situation of hourly workers. has the results of that study. silvia, i first want to talk about your elevation to ceo over at deputy. they sought you out, right? you had taken some time off. you were. you were living in eastern europe and they

called you and asked you to be ceo. you got that right. i got the call and it was it was a super exciting call because what deputy is trying to do is we're trying to bring technology into an area of work that is still mostly underserved and not digitized, and our tech helps 1.5 million people all over the world. and these are folks like nurses and retail workers. and we're i'm super, super excited we get to help. so you've got access to all kinds of information about these workers. i was particularly interested in, in how poorly you discovered that gen x workers are doing. and to remind folks, i mean, i'm gen x, i'm old. i mean, this is one past baby boomers and they're more likely to be working several jobs than any other cohort you found. indeed. and by the way, i'm there right with you, scott. here's what we

found. gen x is often they also call us the sandwich generation. we have younger children that we're still taking care of, but also elderly parents. and what we found, and this was really an astonishing, astonishing findin, is that these workers, they're balancing high living costs, family responsibilities and a job market that has not kept pace with rising expenses. we have found that close to a third of them hold two or more jobs pre-pandemic, that number was less than 4%. so we're talking about exponential growth in poly employment. i think we saw a reaction to some of that in the recent presidential election. then gen z. their big worry is apparently artificial intelligence. i mean, we've done all kinds of interviews about how ai is creeping into work, and i suppose gen z would know ai best. indeed, that truly

surprised us. here is what we found. about 7% of gen z are enthusiastic about ai. 7% only seven for baby boomers gen x, that number is close closer to 50%. and so here is what this tells us. this younger generation that actually grew up with a mobile phone in their hands that understands the power that technology can have. they're actually most anxious and most worried about this technology replacing them. so here is what we found. we found that gen z as well are moving into having more than one jobs. and specifically we saw this huge move from retail and to some extent hospitality into service level jobs, into healthcare and other jobs where they're going to be using their hands, where they believe ai has less probability of replacing

them. you've tried to invent a holiday, a shift worker sunday. tell me about what that is. oh, we're so excited about this shift worker sunday is happening on sunday before cyber between black friday and cyber monday. and here's what it is on that sunday when all of us are shopping and getting excited about holidays, it is the hourly workers. it is the shift workers that are helping us. they work in retail, they work in hospitality and we want on that shift worker sunday to celebrate them. so a lot of our customers like ace hardware, trek bicycles, blank street coffee, dutch bros coffee because we need to be caffeinated of course, when we're shopping, a lot of our customers are going to be joining us to celebrate their employees. that's great. i want to i want to circle back to where we started, and that was croatia. you grew up there. and if you're gen x, i'm going to do

a little mental math and age guesstimate here. and say it was communist yugoslavia at the time that is right. i grew up half of my half of my childhood was in a communist country, and the other half was in a democracy. well, and so, yeah, i mean, your dad's a truck driver. your mom made shoes and now you are a capitalist, no doubt. who led a firm to a $24 billion ipo. i mean, that's that's mind blowing, not just for, you know, an immigrant, but an immigrant who grew up in in a place in which capitalism was frowned upon. i'm an altruistic capitalist and proud to be so, you know, here is what you can see. there's one thread throughout my career and that thread has been used technology for good, of course, affirm the wonderful, wonderful company that's building honest finance for those that historically have been unbanked. and prior to that, i spent many years at groupon helping small businesses

come online. and i'm i feel, deputy for me in a lot of ways is a wonderful opportunity to give back. i grew up amongst shift workers. i have. i grew up in this wonderful family. scott with ten aunts and cousins. every single one of them still works in a shoe factory that my mom worked and, you know, i feel what i'm doing at deputy is both incredibly exciting intellectually, but it's personal too. that's fantastic. sylvia marko vavic, i appreciate your time with us, sylvia, as the ceo of deputy, thanks for joining us. we'll be back in just a minute. let's get it. style has no off days. whether i'm cutting a route, setting blocks or crushing paint. always working to go farther, faster. you can do it one way. or you can do it. my way. zenni kittles collection. amazing eyewear.

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vr? jason mcguigan is with the hardware maker lenovo. in fact, he is the head of virtual reality. he joins us this morning. jason, your company was at my studios recently showing off some of this virtual reality. the way that industry is using it. you know, apple and meta may not have lived up to the hopes, but but vr apparently still very, very useful for training, right? absolutely. and you know, it depends on the vantage point. obviously there's still a lot of energy behind vr as you mentioned, we focus at lenovo here on the enterprise use cases. but you know, the consumer sector is still in wide adoption. we're seeing quite a bit of the news cycle getting information. and, you know, vr getting conflated with a lot of the other acronyms that we see in the space. so vr, mr. xr, ar, all those things kind of give

the sense that vr is kind of moving down, down the chain, but it's really just the expansion of the acronym soup that we have out there that's actually helping to elevate the technology as a whole. but also add to some of the confusion that maybe vr is, you know, shifting downwards. right? right. we don't know what the future holds if it's going to be something where it's just a little bit of information in our, in our sunglasses, or it's a, a full immersion or a little of both speaking, but with the full immersion, it is amazing what vr can do, even if it isn't a multi-thousand dollar headset. one example we were looking at was a training program. you know, for people working high iron. you know, the that they would need to understand the safety devices that they'd have to use. and so they put these workers in vr and, you know, is it completely, amazingly immersive? no, but it's good enough that you were telling me or someone was telling me that that some of the potential employees who are going to work

on construction sites got afraid of the vr heights. and, you know, they're not going to work out very well in the real heights. absolutely. yeah. and, you know, we see this across the board, you know, especially in enterprise use cases. you know, the uses of these devices and the usage of the training beforehand or even in the onboarding or even recruitment cycle helps to decrease the drop off of new employees. and there's a lot of industries that they, you know, get people on the job. there's a big cycle to hire people on board, and the employee doesn't last a few weeks. that costs an organization a lot of money in order to continually onboard new and newer employees. so when we use this technology in the foreground, and when we start people off with this, it can give them a sense, well, maybe this job isn't for me, a great example. we use is somebody that's working in an er and maybe a medical adjacent field. maybe it's not specifically as a doctor or a nurse, but somebody that works in that space. they have to be okay with the sight of blood, like if they don't

have that ability to stomach that, or as you mentioned, heights or anything that would involve some level of danger that they may not be comfortable with on a daily basis. they have to be able to understand what the job actually entails. so that way when they do get on the job, they're not dropping off immediately. so, you know, again, somebody that may not be able to deal with the sight of blood or heights or any of those other aspects that might come with the daily trappings of a job that they're going for sure. so i think beforehand is absolutely crucial. i was struck by the mixture of vr and ai. i mean, boy, talk about, you know, real, real buzzwords. these days. you know, that that you could train someone to, say, to work in human resources and sit down with an employee and talk to them about something maybe they did or some issue that's very sensitive and the employee will react using ai, giving the, you know, giving the responses that are context contextual to what you're talking about. absolutely. so you know,

artificial intelligence in this case being used to essentially augment the experience and make it unique to each individual user. so someone going into this traditionally in an xr experience or any sort of interactive experience traditionally would be a very linear path where everything's pre described beforehand. but by using generative ai, they go in and they have a tailored experience. specifically for them. so the conversation that they have and maybe this conversation only comes up once in their entire time they're working on a job, but they want to be prepared for it. the generative ai allows them to actually be prepared for all these unique and novel circumstances, and do it dynamically attached to the way they react. so that includes emotion tone, the words that they use and get real time feedback directly back from that same ai to say, you know what? when you said this, it made me feel, you know, attacked, or when you said this, it made me feel a particular way you can get that information directly back from that ai to get something that's very, very specific just to you. one of the things that we can safely

predict about technology is it's going to get better and better, and better. and, you know, i think one of the world class leaders in this is, is apple's virtual reality set. and it's going to get cheaper and cheaper and cheaper. and this allows, you know, vr to be used in schools or in training or in construction companies. where do you think the value lies? is it in in, you know, the, the, the, the adoption by the masses or that, you know, that fancy executive using his apple vr to, i don't know, go through his email like he's on some kind of science fiction movie. yeah. and, you know, those are the things that people will say, all right, well, this isn't really a thing, but when you start looking at those high roi use cases, enterprises are already using this today to create massive impact on their bottom lines. so take for example, something that we even do here at lenovo where we have sometimes massive machines that are very difficult to move. they weigh hundreds or thousands of pounds. they may cost hundreds of thousands of dollars. and we have to train people all over

the world to work on that. do we send one of these machines to every person? do we send one to each location where everyone has to train around, or do we do the very expensive thing? and this is what happens. a lot of times, is we fly everybody in to train on the one instance of that device. well, with xr you can jump into that experience and send them the entirety of that headset and has that full, real time, scalable experience that shows the interaction points that they would do if they were sitting there in real life. so it drops down all of those additional costs and allows it to be something that can be mass distributed without all those expenditures. as we're seeing this improve. you're absolutely right. the history of technology across the board is always lighter, faster, cheaper, better. and that's going to be no exception within xr, especially when combined with generative ai. all right. well jason mcguigan, i appreciate you joining us. jason is with lenovo, head of virtual reality. there. and press here. we'll be back in just a minute. every

morning we're moving the bay area forward by covering the stories that matter to you right here on today in the bay. every morning we're getting you prepared with our certified most accurate forecast. wherever you are updating you on the latest in tech and politics and finding the best way to get you where you need to go. so you take care of this and we'll take care of the rest. wake up with today in the bay on nbc bay area. it's big s and g carpet. big s and g features northern california's biggest selection of flooring with free samples that you can check out, and a no surprise guarantee. so the price they quote is always the price you pay. and during their thanksgiving sale, save up to 20% off, including kharestan and s and g pays the sales tax 20% off and they pay the sales tax even christian. that's big. s and g more than carpet. go to see carpet. com for the showroom nearest you or to have their mobile showroom come to you. the

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our show for this week. a reminder that we have a sister podcast called sand hill road. it's all about venture capital. i hope you take a tune into tha. everyone is terrified of failure, and one of the things i've figured out is in a business realm, i'm willing to take a lot of technical risk and a lot of different areas, because i found that's the only way you come up with truly disruptive ideas. you never thought of. my thanks to my guests, and thank you for making us part of your sunday morning. i'm doug hopkins with brothers buy homes .com, and i want to buy your house. i'll make you an as is cash offer on your house within 24 hours. whether it's a total fixer upper or in perfect condition. brothers buy homes .com is the easiest way to sell your house. when you sell your house to brothers, buy homes.com. there's no fees, no

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