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Seattle-based digital agency Cypress today introduced CypressX, a new application framework for Xbox Live video apps, aiming to help publishers better monetize their content and lower the long-term cost of maintaining their apps.

CypressX gives companies new ways to generate revenue from their Xbox Live video apps across as many screens as they want. The framework offers new forms of advertising and more flexibility to make rapid changes — in some cases going beyond the capabilities of the current Microsoft reference application. Publishers can deploy dynamic takeover ads and update the background of the app to reflect the branding and imagery of each movie or show title. They can also make updates without going through a lengthy approval process.

“Believe it or not, nobody is working with customers to dynamically manage (Xbox Live video) apps the way we are,” said CEO Nate Thompson.

Publishers can also enable dynamic paywalling, which allows users to decide if they want to pay with Microsoft points for an ad-free or subscription experience. Cypress targeted Xbox Live customers because of the console’s popularity, as it’s led the U.S. market for two straight years now.

“We saw an exciting opportunity to help (media companies) increase customer engagement, extend their monetization strategy and ultimately decrease the cost of maintaining these apps,” Thompson said in a press release.

CypressX also offers something called Dynamic Navigation, which provides flexibility to make server-driven updates to the user experience without requiring ongoing title updates and certifications.

Customers so far signed up for the platform include Yahoo, The Whistle and Popcornflix. Those companies pay Cypress to license the CypressX product, which Cypress uses to design and build its Xbox Live video apps.

Cypress was founded in 2001 and develops digital media solutions across multiple media platforms for companies like Amazon, Sony and the NBA.

This post was updated on Jan. 15 to clarify elements of the CypressX platform.

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