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" Playcast Media has launched a pilot of its new on-demand video games service that allows consumers to play console-quality titles on their set-top-boxes. The company has partnered with Israeli cable network Hot to trial the on-demand service ahead of a full operational rollout in the Middle Eastern country.  Designed for cable and IPTV, the service enables users to play PS3 and Xbox 360 quality games without the need of a console or a specialist set-top-box by using &amp;quot;proprietary new technology&amp;quot; to deliver the games over standard cable or broadband networks. During the tests, technical performance of the service will be monitored - including any lagging or latency issues - and the firm will also get feedback from users. &amp;quot;This pilot unequivocally proves the viability of high end video games delivery over cable TV networks,&amp;quot; said Playcast chief executive Guy De Beer.  &amp;quot;The vision of TV games on-demand is about to come true, enabling new growth opportunities for game publishers and TV operators, as well as an exciting and affordable new gaming experience to hundreds of millions of cable and IPTV viewers around the world.&amp;quot; The company has also revealed that it is &amp;quot;currently in advanced evaluation phases with the world&amp;#039;s leading cable and IPTV operators&amp;quot; and therefore hopes to &amp;quot;reach major markets in the US, Europe and Asia during 2010&amp;quot;. Back in March, rival games streaming service OnLive was announced at the Games Developers Conference ahead of its launch in the US at the end of the year. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.digitalspy.com/tech/news/a166660/playcast-pilots-on-demand-games-service/>