Space previously used for storage at DTS headquarters was transformed this summer into a studio for streaming video games. The Calabasas company that makes audio technology for movie theaters, home entertainment systems and portable devices began inviting video game players to the studio last month to give them a chance to try out the studio and to live stream their game play to their online followers. Sam Keene, director of digital marketing for Xperi Corp., the parent of DTS, said that the company has learned a lot from each of the players. One of the insights is that DTS has a lot of brand recognition from its cinema products and that has carried over to the gaming audience, Keene said. “So, high awareness in cinema, low awareness in gaming even though they’ve used our products for years,” he said. “Now we’re able to balance that out with that audience.” Keene personally built the studio along with Sam “Westy” Westover, the studio manager. It consists of an adjustable desk with two computer monitors – one for the streaming and the other for the game play. There is what is called the lobby area, with a large television on the wall attached to game consoles and comfortable chairs for friends who come along with the players. On one side of the desk with the monitors is a wall made from recycled plastic for which Keene knows the noise reduction quotient. It is used to keep the sound from the video games from disturbing nearby DTS employees. The desk is on a portable riser that can be raised up and down to make it more comfortable for the players. The mixing board allows the players to switch their microphone on or off and allows the mouse to go between the two computer monitors with the press of a few keys. Single buttons can also be programmed if the players want to go to their Facebook profile or to tweet something out, Keene said. “Those things matter to the streamers because they also care that much about their personal setups,” he added. “You have to build a setup that is completely versatile, that can be broken up and rebuilt for an individual streamer.” Among the products using DTS technology at the studio are headsets, microphones and the computers. Among the players who have been in the studio are Jared “GryphonTrain” Serfozo, Malcolm “WTFBloo” Miller and Matt “Lofgeezy” Lofgren. Lofgren said he was humbled to be asked to come in try out the studio, which was a big opportunity as he has only been streaming for about 18 months. He described the studio setup as “immaculate” and that all the arrangements were taken care of by DTS so all he had to do was show up and stream. “These are the type of opportunities you hope for in this industry,” Lofgren added. DTS is what is known as an ingredient brand, meaning that its components are used in the products made by other companies but still well-known enough to merit attention on its own. Its technology is found in headsets made by SteelSeries, Logitech International S.A. and Turtle Beach Corp.; and in computers made by Hewlett Packard Co., Dell Technologies Inc. subsidiary Alienware and AsusTek Computers Inc. “For us, this is a way for consumers to recognize we are already there, and they probably already have us in their home,” Keene said. Once a streamer is in and playing, Keene is able to pull the entire chat log between the player and his viewers and run it through a spreadsheet to determine how much audio is discussed. When Average Aden, another player, was in there was one mention of audio, sound or DTS every two minutes during the 28.8 hours he was streaming, Keene said. “That is a fascinating piece of information for me,” he added. “It tells me that audio does matter when you bring it to the forefront of the conversation.” In the audio world, DTS has a handful of competitors, but not many are building studios or experiences for streamers, Keene said. But he added that he would not be shocked if another audio company came out with a variation of the DTS streamer studio next year. “I wish them luck and they are welcome to call us,” Keene said. “There are a lot of technical challenges to making this function fluidly.”