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When it comes to maintaining an online presence, creators are always looking to be ahead of the curve. Currently, the latest trend that has popped up all over people's For You page is NPC streaming. The basis of this trend is that streamers bizarrely repeat actions over and over again - so what is it all about? Sign up to our free Indy100 weekly newsletter Here is a breakdown of everything you need to know about the NPC streaming trend. What is NPC streaming? NPC streaming is where the streamers appear animated through their actions, hence being comparable to gaming NPCs, where they often repeat their movements or sayings. In this context, TikTok streamers only interact, speak or perform a specific action when they receive a gift from a viewer, the type of interaction can be dependent on the type of gift. @bobbysie Btw i love ohio final boss and queen Viewers can send a variety of different options such as emotes to the streamer to respond to. For instance, a viewer sends an ice cream and in response, the streamer's reaction would be to pretend to lick it and say “Oh ice cream yum”. Where did this trend begin? Last year, NPC streaming began to rise in popularity, according to Know Your Meme where it all started from Japanese TikToker @natuecoco. She has collaborated with TikToker Satoyu0704 the two of them pretended to be NPCs as they went on to see who could get the most prizes. Over the past year more creators such as Cherry Crush TV and PinkDollReal have been doing popular NPC live streams. Why is this a trend? Perhaps, the reason for the rising popularity of NPC streaming is people's curiosity to see the creator acting like an AI or a character for a video game and want to see if they can keep this act up. Also compared to your average stream, NPC streaming requires increased interaction from the viewer as the streamer is constantly responding to what is being said and sent to them. The trend appears to have celebrity fans, with music producer Timberland reportedly being the #1 viewer on a recent TikTok Live from 19-year-old viral content creator Pinkydoll, according to Pop Crave. Pinkydoll has recently been going viral in July 2023 with her NPC streams where she does things such as popping popcorn with a hair straightener. As a result of Timberland's presence, it caused Pinkydoll to break character. Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.

By Medha Singh and Aishwarya Nair (Reuters) -Bed Bath & Beyond Inc shares nosedived late in the session on Wednesday

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The US Federal Trade Commission has sued to stop Microsoft buying Call of Duty developer Activision Blizzard. It is just the latest problem for the deal, which has already been blocked by UK regulators. If completed, it will become one of the largest takeovers ever – but has faced scrutiny from regulators around the world, who argue that it might cause problems for the gaming market. The FTC's Monday filing in a federal court in San Francisco seeks a restraining order and injunction to stop Microsoft's $69 billion purchase of the California gaming company behind hit franchises such as Call of Duty and World of Warcraft. Microsoft, maker of the Xbox game system, has been struggling to win worldwide approval for the deal with just over a month before the deadline to close it, according to the contract it signed with Activision. “We welcome the opportunity to present our case in federal court," said a statement Monday from Brad Smith, Microsoft's vice chair and president. "We believe accelerating the legal process in the U.S will ultimately bring more choice and competition to the market.” The FTC already took Microsoft to court to block the merger, but that was before the U.S. agency's in-house judge in a trial set to start on Aug. 2. That administrative process doesn't preclude the parties from closing the deal. The contract between Microsoft and Activision required the deal to close by July 18, but the FTC's latest action seeks to stop that from happening. “Microsoft and Activision Blizzard have represented in the past that they cannot close their deal due to antitrust reviews of the transaction in other jurisdictions," the FTC said in a statement Monday. "But Microsoft and Activision have not provided assurances that they will maintain that position. In light of that, and public reporting that Microsoft and Activision Blizzard are considering closing their deal imminently, we have filed a request for a temporary restraining order to prevent them from closing while review continues.” Microsoft's other main obstacle is in the United Kingdom, where antitrust regulators have also taken action to block the acquisition. The all-cash deal announced in January 2022 has been scrutinized by regulators around the world over fears that it would give Microsoft and its Xbox console control of Activision's hit franchises and give it an unfair boost in the emerging business of cloud-based game subscriptions. It could be the priciest tech industry merger in history. Fierce opposition has been driven by rival Sony, which makes the PlayStation gaming system. Microsoft sought to counter the resistance by striking a deal with Nintendo to license Activision titles like Call of Duty for 10 years and offering the same to Sony if the deal went ahead. European regulators representing the 27-nation bloc approved the deal last month on condition that Microsoft make some promises meant to boost competition in the cloud-based gaming market. A number of other countries, including China, Japan, Brazil and South Korea, have also approved it. But the blockbuster deal has remained in jeopardy because of the surprise April decision by the U.K.’s Competition and Markets Authority and the ongoing case in the U.S. Microsoft in late May filed an appeal of the British regulator's decision and has also voiced strong public opposition directed at top government officials. U.S.-based consumer advocacy group Public Citizen, an opponent of the deal, welcomed the FTC's move Monday. “Although the agency has already used its authority to block the merger through administrative proceedings, Microsoft is pushing to culminate the purchase of Activision before the agency can finish its process," said a statement from Public Citizen's competition policy advocate Matt Kent. ""By filing in federal court to enjoin the transaction, the FTC is showing that it won’t back down in the face of Microsoft’s escalatory tactics.” Additional reporting by Associated Press

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