Philips Announces Launch Dates For amBX Tech

Technology giant Philips has announced further launch detailed for amBX, pronounced am-bee-ex, a technology which uses light, color, sound, heat and air to submerge the user within a complete "sensory surround experience". Though previous reports had noted an official launch for the technology at E3 in May 2006, the latest information gets into further specifics, indicating that Philips is targeting PC gamers as the most likely early adopters of the technology, and that amBX-enabled games and peripherals will arrive in Q4 of next year. Philips also confirmed that it is currently in the advanced stages of talks with several un-named game developers and peripheral manufacturers regarding amBX-enabling leading games and devices. The technology appears to be an extension of Philips' Ambilight technology, currently deployed in a number of high-end Philips HDTVs. The company's discussion of amBX explains further some of the opportunities it sees for game developers and game players: "By utilizing this ground-breaking technology, the treacherous journey through the Amazon will turn a room jungle green, swimming with dolphins will splash it deep blue, 'Halo' jumps will turn fans on full, lightning storms will trigger strobe effects of white light and pirate ships on fire off the coast of treasure island will blast on the heaters." "For video game creators this is a fantastic opportunity as amBX expands the immersive experience by bringing gameplay into the real world environment," said Jo Cooke, Chief Marketing Officer, Philips amBX. "The creative possibilities, using this technology, for the games industry and beyond are immense."