Play control of content on a display device

1. A non-transitory computer storage medium storing computer-useable instructions that, when used by a computing device, cause the computing device to perform operations comprising:

providing a unique identifier of the computing device to another computing device;

receiving a set of messages from the other computing device based on the provided unique identifier, the received set of messages referencing a piece of content associated with a first type of media playing application of a plurality of media playing application types, and including a set of commands that corresponds to the first type of media playing application;

in response to receiving the set of messages, selecting the first type of media playing application from the plurality of media playing application types based at least in part on its association with the piece of content referenced in the received set of messages; and

controlling how the selected first type of media playing application plays the referenced piece of content based on at least one command of the set of commands included in the received set of messages.

2. The medium of claim 1 , wherein the set of commands included in the received set of messages is recognizable by the first type of media playing application.

3. The medium of claim 2 , wherein the set of commands is converted via an API adapter to be recognizable by the first type of media playing application, the set of commands being converted based on a determination that the first type of media playing application is associated with the referenced piece of content.

4. The medium of claim 1 , wherein the set of commands is defined in a universal format and converted to a particular format recognizable by the first type of media playing application.

5. The medium of claim 1 , wherein the unique identifier includes one of an IP address, a MAC address, a web cookie, a browser cookie, a QR code, a RFID code, a text, or a synchronization code.

6. The medium of claim 1 , wherein the received set of commands includes programming code associated with the first type of media playing application.

7. The medium of claim 1 , wherein each media playing application type of the plurality of media playing application types is operable to play and/or control a corresponding type of media.

8. A computerized system comprising:

a server; and

a media receiver to—

provide a unique identifier of the media receiver to a computing device, wherein each of the computing device and the media receiver are in communication with the server;

based on the provided unique identifier, receive a set of messages from the computing device, the received set of messages referencing a piece of content associated with a first type of media playing application of a plurality of media playing application types, and including a set of commands converted from a universal format defined by the computing device to a first format that corresponds to the first type of media playing application;

in response to the set of messages being received, select the first type of media playing application from the plurality of media playing application types based at least in part on its association with the piece of content referenced in the received set of messages; and

control how the selected first type of media playing application plays the referenced piece of content based on at least one command of the converted set of commands included in the received set of messages.

9. The computerized system of claim 8 , wherein the set of commands in the universal format is included in the set of messages communicated from the computing device.

10. The computerized system of claim 9 , wherein the converted set of commands in the first format is included in the received set of messages.

11. The computerized system of claim 8 , wherein the computerized system is configured to convert the set of commands from the universal format to the first format based on the piece of content being associated with the first type of media playing application.

12. The computerized system of claim 8 , wherein the unique identifier includes one of an IP address, a MAC address, a web cookie, a browser cookie, a QR code, a RFID code, a text, or a unique synchronization code.

13. The computerized system of claim 8 , wherein the converted set of commands includes programming code associated with the first type of media playing application.

14. The computerized system of claim 8 , wherein the set of commands converted to the first format is recognizable to the first type of media playing application.

15. The computerized system of claim 8 , wherein each media playing application type of the plurality of media playing application types is operable to play and/or control a corresponding type of media.

16. The computerized system of claim 8 , wherein the set of messages is received from the computing device based further on each of the computing device and the media receiver being in communication with the server.

17. A computer-implemented method for controlling playback of various types of content, comprising:

providing, by a media receiver, a unique identifier of the media receiver to a computing device in communication with a server system;

based on the provided unique identifier, receiving, by the media receiver via the server system, a set of messages from the computing device, the received set of messages referencing a piece of content associated with a first type of media playing application of a plurality of media playing application types, and including a set of commands converted from a universal format defined by the computing device to a first format that corresponds to the first type of media playing application;

in response to receiving the set of messages, selecting, by the media receiver, the first type of media playing application from the plurality of media playing application types based at least in part on its association with the piece of content referenced in the received set of messages; and

controlling, by the media receiver, how the selected first type of media playing application plays the referenced piece of content based on at least one command of the converted set of commands included in the received set of messages.

18. The method of claim 17 , wherein the media receiver is coupled to a display, and the media receiver controls how the selected first type of media playing application plays the referenced piece of content via the display.

19. The method of claim 17 , wherein the server system is configured to convert the set of commands from the universal format to the first format based on the piece of content being associated with the first type of media playing application.

20. The method of claim 17 , wherein the set of commands in the universal format is included in the set of messages communicated from the computing device to the server system.