Watching Watch Duty

PRESENTED BY ARTISAN

TGIF, TFP. As Los Angeles just starts to get control of the fires (at least in the heavily populated areas of the city), the economic loss is just starting to materialize. Some estimates are pegging the damage at $50 billion. To put that into perspective, the previous record holder for most-costly fire was the 2018 Camp Fire, which did $12.5 billion in damage. Crazy.

DAILY TOP TRENDS

LA Turns to Watch Duty to Monitor Fires

The nonprofit fire-tracking app Watch Duty has become a lifeline for Angelenos monitoring the devastating Palisades and Eaton fires that have engulfed the city.

Why It Hits: Receiving the freshest up-to-date information on a wildfire’s spread can be the difference between life and death. Considering the high-wind conditions that have plagued southern California, that’s never been more true. Real-time update apps like Watch Duty could be one of the most important technologies to scale this year.

Behind the Updates: If you’re in LA right now, Watch Duty is probably getting the most screen time on your smartphone.

• Watch Duty, which is available in 22 states, provides interactive, customizable fire maps, evacuation zones, shelter locations, air-quality data, and photo and video updates. It can even show which way the wind is blowing (a crucial factor in the LA fires).

• The platform sources real-time info mainly through monitoring radio dispatches from first responders and can provide push notifications for specific fires.

• It’s operated by “a team of retired and active firefighters, dispatchers, first responders, as well as radio enthusiasts” who constantly work during fires, according to the company’s VP of operations, Nick Russell.

• There’s also a Pro version built specifically for firefighters, first responders, and emergency managers.

Closing Thoughts: Developed by tech founder John Mills after a frustrating experience getting updates from CalFire during a fire event in northern California, the app has become a crucial lifeline when government systems lag. There are already several reports in LA of people having evacuated their homes before an evacuation order was called because of information they received on Watch Duty — sometimes even an hour or so earlier, which helped them have ample time to pack and avoid gridlock. That’s an incredible utility.

Considering the immense surge in catastrophic fire risk in California and throughout the US due to climate change, don’t be surprised if local and state governments start to partner with Watch Duty in an official capacity.

Together with Artisan

Hire an AI BDR and Save on Headcount

Outbound requires hours of manual work.

Hire Ava who automates your entire outbound demand generation process, including:

• Intent-Driven Lead Discovery

• High Quality Emails with Waterfall Personalization

• Follow-Up Management

Let your reps focus on closing deals instead of writing emails.

Hire Ava to slash costs & boost productivity.

PlayStation Wants You to See, Hear, and Smell its Games

Sony PlayStation revealed a Smell-O-Vision for games at CES 2025 via a cutting-edge gaming booth called the “Future Immersive Entertainment Concept” (FIEC).

The Big Picture: As game visuals reach their apex, developers are looking for fresh angles to immerse players and keep them hooked. 

Between the Sniffs: Ever wonder what the world of your favorite game smells like? Well, you might soon know.

• FIEC is a “giant cube built from high-definition LED screens that enable players to step directly into their favorite games,” per Fast Company, integrating cutting-edge audio, haptics, and, yes, scent.

• PlayStation revealed a trailer of the FIEC in action as a gamer plays The Last of Us (a good cross-promotion with the second season of the HBO show dropping in April).

• The booth showcases Sony’s “narratives everywhere” approach, where the world-building of the game takes over people’s five senses. (Is taste next?)

The Future: PlayStation first filed a patent for scent-based gaming tech four years ago, so we’re seeing the first fruits of that labor. While no one is getting an FIEC booth in their home anytime soon, we wouldn’t be surprised if PlayStation debuts a controller that contains a smaller version of the tech — firing off smells as you fire lasers at monsters.

Together with Geekout

What do the social media teams at Netflix, Apple, and Disney have in common?

They read Geekout — the newsletter that keeps you up to date on all the latest social media platform news, viral trends, top tools, as well as expert analysis on the current state of social media.  

Penned by Matt Navarra and trusted by 33,000+ marketers, it’s insightful, engaging, and keeps you “in the know” before things go viral.

Subscribe for FREE and get Geekout in your inbox every Friday!

DEEP DIVES

• Listen: The Ankler Podcast chats with legendary film execs Mike De Luca and Richard Brener about how they made New Line one of the defining companies of the 90s.

• Read: TechCrunch talks with Scout CEO Scott Keogh about the launch of the new EV brand, which is a spinoff of Volkswagen.

• Watch: Complex hosts a conversation between sitcom royalty Quinta Brunson (Abbott Elementary) and Rob McElhenney (It’s Always Sunny in Philadelphia) before their shows crossover for an episode.

57.1% of you voted NO in Thursday’s poll: Are you into The Weeknd’s music?

“Great voice, easy on the eyes.”

“I like some of his songs but I wouldn't say I'm ‘into’ him.”

“I don't dislike his music. I honestly don't think about it in my streaming choices.”

“I am always so confused as to why this guy is so popular. A billion streams??! Makes no sense to me.”

“I like a few of his songs, but I'm generally not a fan of synth-pop, and I'm really put off by his image and public statements.”

Let’s keep the conversation going. Join our Poll Of The Day newsletter, so your opinions can shine. Discover how your views line up with your peers’, check out cool insights, and have some fun. It’s data with personality.

QUICK HITS

→ Entertainment / Media

🎥 In its first week on PVOD, Wicked made over $70 million. Is this the new DVD market?

🤼‍♂️ Netflix’s WWE Monday Night Raw racked up 2.6 million views in its debut — double what it did on cable.

📰 Prime Video wants to get more into the news after a successful election special with anchor Brian Williams.

→ Technology

👀 The TikTok ban case is starting at the Supreme Court today. Hold on to your butts.

🤖 Ex-Google CEO Eric Schmidt is launching an AI video platform called Hooglee.

🚗 BYD created an EV supercar that can literally jump over potholes. Unreal.

→ Fashion / E-commerce

👕 SPARC Group, which owns Lucky and Forever 21, is merging with JCPenney.

💄 You can now pick up Ulta Beauty products with Instacart.

📦 SHEIN plans to IPO in London by mid-year.