Cypress Launches New Xbox Product for Media Companies

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TV networks, movie studios and sports organizations choose CypressX to deepen brand engagement, increase monetization opportunities and enhance the viewing experience.

CypressX - Home/Takeover

CypressX - Home Screen and Takeover Ad

“CypressX gives us the flexibility to present and monetize our content in new and interesting ways, and the control we desired to drive real-time application changes and updates," said David Fannon, Executive Vice President of Popcornflix.

Cypress (, an award-winning Seattle-based digital agency, today introduced CypressX, an innovative new licensed application framework for Xbox Live video applications. CypressX enables media companies to take maximum advantage of Xbox’s leading share of long-form content viewership across all mobile and Over-The-Top (OTT) video consumption devices with unique features for advertising, content previews and dynamic pay-walling. Clients on the CypressX platform include Popcornflix and Yahoo!.

According to Microsoft, Xbox is the number one gaming console sold with over 73 million Xbox 360 consoles sold worldwide and over 40 million Xbox Live subscribers. “Xbox is dominating the market for video consumption devices outside of traditional PCs and Macs. In working with our initial customers on the Xbox platform we saw an exciting opportunity to help them increase customer engagement, extend their monetization strategy and decrease the cost of maintaining these apps,” said Nate Thompson, CEO and Founder of Cypress. “We designed CypressX with a plug-in based architecture that aligns with the roadmap for the Xbox platform, and provides pre-existing integration with video advertising leaders such as Freewheel and DoubleClick, analytics leaders including Omniture and Google Analytics and other key partners.”

“We are impressed with the deep experience the Cypress team has with digital video and the Xbox platform” said David Fannon, Executive Vice President of Popcornflix, an Ad-supported free streaming movie platform. “CypressX gives us the flexibility to present and monetize our content in new and interesting ways, and the control we desired to drive real-time application changes and updates.”

With CypressX, content publishers can enhance and customize their Xbox Live application through:

Unique branding, advertising and sponsorship units. By removing current limitations on advertising placement, the CypressX Dynamic Takeover functionality allows publishers to monetize the entire background image for as many screens within the application as they choose, with dynamic advertising, sponsored content, or rich branding for specific titles.

Increased ARPU and conversion to paid content. With teaser-transactional videos (TT-VOD) from CypressX, viewers can watch a timed content preview in advance of a dynamic paywall. The paywall can be configured to offer PPV, subscription-based, or an ad-free viewing experience, which improves margin over traditional video advertising.

Dynamic navigation and lower total cost of ownership (TCO). Dynamic Navigation is a key innovation of CypressX that provides total control and flexibility to make server-driven updates to the user experience without requiring a costly and time consuming title update and certification pass.

Cypress is committed to CypressX and the Xbox platform with a dedicated product development team and tier 2 support staff. CypressX meets Xbox Live certification requirements and is built to integrate with most major online video platforms, analytics providers and content management systems, including an optional, pre-configured plugin for Sitecore, which can be extended to other mobile endpoints.

Cypress is a premier Windows 8, Windows Phone and Xbox global launch partner for Microsoft. For more information, please visit

About Cypress:     
Cypress is a digital agency and development firm that creates seamless interactive experiences across any screen – web, mobile, tablet, console and Connected TV. We partner with leading brands to design and develop their transmedia strategies for digital video, multi-screen and E-commerce.

Cypress develops solutions on the leading mobile and entertainment platforms including iOS, Android and Xbox, in addition to Microsoft technologies such as Windows 8. We combine compelling design with deep technical expertise to deliver award-winning applications for our clients. Clients of Cypress include startups, media & entertainment and Fortune 100 companies such as adidas,, Disney, FOX Broadcasting Company, Kohler, the National Basketball Association (NBA), Russell Investments and Sony Pictures. Founded in 2001, Cypress is privately held and headquartered in Seattle, WA.

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