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A cloud-based solution for creating interactive videos
We delivered a groundbreaking platform that enables creators to design gamified voice-driven interactive experiences.
Where it all began
Entertainment is a constantly evolving industry, where new ideas not only drive audience engagement but also shape cultural and technological trends, expanding creative possibilities. One US-based tech founder saw an opportunity to make audiences part of the story itself by engaging them with interactive films. The platform would allow creators to build videos that turn audiences into active participants. Viewers would be able to explore products, visit linked websites, and connect with creators, all while immersing themselves in the story.
The client came to us with an early version of their interactive video platform, seeking a partner to take it to completion. The existing code did not meet the client’s standards and required further improvement. EffectiveSoft’s engineers were entrusted with reviewing the code and delivering a fully functional, production-ready platform.
Country
USA
Domain
Entertainment, marketing
Solution
A cloud-based platform
Services
Technology
Python, Angular, Terraform
Outsourcing model
What we did
Throughout the project, we dynamically adapted to constantly evolving requirements, staying flexible and responsive to client feedback to ensure the solution aligned with their vision and goals. This flexible approach guided every stage of our work.
1. Revising the foundation
We began with a comprehensive review of the existing code, evaluating its structure and quality and identifying key areas for improvement. Our engineers also conducted an in-depth analysis of the databases and DevOps architecture, providing recommendations for optimization and long-term efficiency.
2. Refactoring the code and enhancing performance
Leveraging Python/Django for the back end and Angular for the front end, EffectiveSoft’s engineers enhanced the source code to improve performance and reliability. We reduced initial load times by splitting the application code into lazy-load modules, structured feature module code into clear components according to business logic, and streamlined internal data flow. We refined the architecture, optimized performance, and completed the core development.
3. Expanding capabilities
Once a solid foundation was in place, we continued developing the platform by adding new features, such as content personalization, voice control, and multiuser interaction.
We further enhanced the platform with AI, analytics, media, and infrastructure capabilities by integrating third-party APIs, including OpenAI, Sieve AI, Gemini, Veo 3, and Stripe. The solution was also adapted for Android TV and Fire TV.
As a result, our team developed a robust, cloud-based video creation platform with custom-built modules.
How the platform works
The platform’s custom video editor allows video owners (platform users) to create interactive videos that adapt in real time depending on viewers’ choices. With an intuitive drag-and-drop interface, users can generate videos that allow viewers to control how the story unfolds, switch to another website, or contact video owners via phone, text, or email.
With a custom video player, viewers can play interactive videos on the platform’s page and across external web pages where the video is posted. Powered by an intelligent video rendering engine based on the Video.js library, the player lets video owners distribute their films via embeds across social media, websites, blogs, ad networks, and other channels.
The platform enables data tracking and analysis. Intuitive charts and funnels give video owners insights into content performance and viewers’ response to videos, and allow them to export the data to any third-party data platform.
Core features
To enable personalization, voice control, and audience interaction, we enhanced the platform with the following modules:
SmartMerge
SmartMerge allows video owners to create scalable, custom-made interactive videos. The tool integrates various available data sources, including real-time customer data, to deliver relevant content.
Using SmartMerge, companies can create personalized ads with items and prices based on customer history and context data, customized videos with automatically merged recipient names, educational and training videos with a scoring system, and more.
SmartListen
This AI-powered tool enables videos to listen and react to the viewer’s voice in real time. Using smartphones, smart TVs, home assistants, and other devices, the audience is engaged in a unique personalized adventure. The system uses automatic speech recognition to react to a command and fulfill the action.
SmartListen empowers video owners to create an immersive experience and can be applied in various settings, including customer support, interactive personal training, voice-powered ads and films, and more.
SmartListen and SmartMerge patent rights were obtained by the client company.
Interactive Cinema
Interactive Cinema, a multiuser voting tool, is used when the next event in the video is determined by the entire audience rather than one viewer. The system monitors what’s happening on the screen and notifies all users when to make their choice. Viewers can choose how the story unfolds via their smartphones through different choice scenarios, including voting, selecting options against the clock, choice by a random audience member, and who’s first. From groups of friends or colleagues to huge audiences, every member is engaged in the process.
See also:
Cloud Application Development
We offer end-to-end cloud application development services, from ideation to deployment and maintenance, ensuring that our clients receive tailored solutions that meet their specific needs.
Result
We delivered an innovative platform that enables interactive, AI-powered video experiences with multiuser interaction, voice-control, and advanced personalization. As one of the first interactive video solutions, it set the standard for immersive entertainment and earned the company the MarTech Breakthrough Award and a spot among Fast Company’s Most Innovative Companies.
As the market evolves, we continue to adapt the platform to accommodate shifting audience needs, evolving it into a streaming platform—an AI-powered gamified experience generator.
Testimonial
The EffectiveSoft developers and QA specialists we work with have shown a high level of engagement and exceptional ability to understand our needs. They deliver a solid product within our rapidly changing agile development schedule. The team we work with has shown excitement for our project and for researching and implementing cutting-edge technologies.
The team is not just reactive to our needs. They proactively look for opportunities to improve our product’s security, speed and performance and recommend code refactoring when it can improve our long term goals without slowing down our short-term deployment schedule. The frontend team’s attention to detail and design, coupled with their constant drive to enhance user experience, ensures that we have great UX for our customers. The highly qualified staff at EffectiveSoft, along with their well-defined processes and flexible approach during development, continue to impress us. They wholeheartedly dedicate themselves to our success.
Peter Gerard
Head of Product