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"We've had some really exciting traction, but our focus now has been on channel opportunities," said Perry, who joined Haste in May. By the end of this year, Haste expects to have optimized 20.19 million hours of game play cumulatively, with more than 202 million hours of gameplay tracked (a figure that includes monitoring of consumers on Haste's freemium product). Haste is nearing 600,000 registered users and has "several thousand paying customers," Perry said. Its free offering lets users earn credits toward free games on the Haste network. To help it get a better fix on the market reaction to its latency-cutting service, Haste erected a paywall about a year ago and currently sells a premium "Pro" version of the service for $15 per month or $120 per year.
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Haste, which competes with companies such as Outfox and consumer use of VPN software to help improve network latency, has initially focused on this market using a direct-to-consumer model, supporting more than a dozen titles, including Fortnite, FIFA 18, League of Legends, Overwatch and Heroes of the Storm. In the more serious e-sports category, total revenues are expected to hit $906 million in 2018, up 38.2% year-on-year, per NewZoo's forecast.
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The PC gaming arena, where Haste is focused, is worth some $32 billion. According to NewZoo, a market intelligence and data company focused on gaming and e-sports, the global games market will grow 13.3% and eclipse $137 billion this year.
"What we've heard is that they want to have an answer to that, and that they're a possible solution to latency, which has become more and more important" as online gaming continues to increase in popularity, Perry said. While that could generate more revenues and draw new customers to a company's broadband service, offering Haste's low-latency capability could also provide an ISP with something in general to offer to people who are looking for a way to reduce latency in the competitive world of multi-player gaming. Though the idea is to co-brand with Haste (as its name brings valuable credibility to the gamer community), the proposed integration would have the service provider handle the exchange of account information and control the offers being presented to consumers. Some discussions have centered on creating a premium, gaming-focused tier of service that bundles in the Haste service or having Haste super-charge one of an operator's highest-level broadband tiers. Haste and its potential service provider partners are discussing possible ways to co-brand and co-market the service to consumers, but Haste is also hoping to find a repeatable template. Haste recently had an opportunity to demonstrate its service and technology (more on that later) to MSOs during last month's CableLabs Summer Conference in Keystone, Colo. "But we're having some promising conversations."
"We're very early stage," Lynn Perry, Haste's CEO, said with respect to the company's discussions with cable operators and other ISPs. In addition to giving cable operators a way to differentiate their broadband services and appeal to a passionate and vibrant demographic, such a partnership could also open up a new revenue stream for service providers.
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After cutting its teeth on a direct-to-consumer offering, an Atlanta-based startup called Haste is holding talks with cable operators and other ISPs about how to package and sell co-branded offerings centered on its low-latency service targeted to PC gamers.
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