Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

Monday, August 4, 2014

Blips: Television X


Source: Revisiting the gxTV, a “television for gamers” from 1997
Author: Dan Solberg
Site: Kill Screen

One aspect of video games that often gets overlooked is the TV. We tend to focus mostly on what happens on a screen and occasionally delve into the physical act of interaction on the part of the player, but almost always ignore the device that houses the screen, the object we perform in front of. To some extent, this is because TVs are seen, more or less, as constants. It's assumed you have a TV if you're playing video games because you can't play them without one. But different TVs provide different play experiences, both on a technical level and an intertextual interpretive level.

My most intense, most free time spent with video games was playing them on a gxTV in my bedroom during middle school and high school. The gxTV was billed as a "TV for video games," which meant that it provided a particularly appealing platform for games (especially in the audio department), but also that it was not meant to be the primary family television. Thus, the gxTV was mine and mine alone. It was in my room and it's unique style and functions made it non-interchangeable with other TVs in the house. Other TVs are just plain boring, even moreso with modern TVs that seek to hide that the device is anything but a magic floating rectangle.

It was with this nostalgia and profound appreciation for what the gxTV was and is that I wrote the above-linked article, detailing what made it special to me and in the industry. Also, I wanted to share some more pictures of the gxTV that didn't make it into the article because my mom was kind enough to take them for me, and I think they're pretty great. See below:




Friday, May 9, 2014

Blips: Duty Calls


Source: Why Call of Duty Advanced Warfare Probably Shouldn’t Be Called Call of Duty
Author: John Davison
Site: John Davison

I've never played a Call of Duty game, but from what I can tell, the franchise is in need of a dramatic shift to really shake things up. Am I crazy or should the series actually go back in time to WWI or earlier? I'd love to see a game of such scope embrace that kind of restraint; it could be daring. Regardless of my fanciful wishes destined for deaf ears, the latest Call of Duty title has been announced and it's more of the same near-future military stuff, but this time focusing on para-military companies (PMCs). This seems like this could have been an interesting move some 10 years ago, but now it just comes off as reactionary.

And long-time game journalist John Davison has a point that the titular "call of duty" in a game about PMCs rings a bit false. Hell, Activision is even funding a "documentary" that questions the loyalty of PMCs. Nevermind that the film is just a glorified ad for a video game, if the characters in the game aren't actually answering the call of duty to defend their country and are instead motivated by corporate interests, then the title feels somewhat inappropriate. I mean, I get why they're sticking with the name, and why, in 2014, you can't really make a game about the American military without acknowledging the impact of PMCs. And while I understand the logic of putting those two things together, titling that game Call of Duty only makes sense to me as sarcasm, even moreso than before.

Wednesday, December 4, 2013

Blips: Toys For Boys


Source: No Girls Allowed
Author: Tracey Lien
Site: Polygon

Why does everyone think video games are for boys? That's the question Tracey Lien tackles in her latest article for Polygon. Whether or not games are for boys or girls is largely a perception issue, with marketing controlling the messages in a very calculated way. Lien dives into the history of gaming audiences, back in the pre-crash days. At that time, game companies weren't doing market research, and developers were just interested in making games that were fun to play in the locations where they knew people were playing them: bars and living rooms. Both of these locations have their fair share of girls and boys, men and women, and most games seemed to reflect this "general audience" targeting.

Post-crash, game companies like Nintendo were trying to be smarter about the way they did business and were looking to minimize risk, especially with a lapsed public trust in the quality of video games. First this involved marketing video games as toys, and later as for boys. Market research told game publishers that people were still willing to spend money on toys and than the majority of video game players were male. It became a matter of putting two and two together that lead to the image of video games as "toys for boys," because that's largely what was being produced and near exclusively the way games were being marketed.

However, it seems that tide turned with the success of the family-oriented Wii and the popularity of social and casual games on gender-agnostic platforms like smartphones and Facebook. Now the male-dominated public perception and publicity campaigns ring false and even defensive at times. Yet, here we sit with the continued understanding that games are for boys when near half of people who play video games are female. Somehow social and casual games always need those qualifiers to set them apart from the "real" games, a stance which itself is macho posturing. There's nothing wrong with making video games targeted at a male audience, but video games as a medium, are for everyone.

:image by David Saracino:

Monday, September 9, 2013

Blips: Annual Improvements


Source: The Truth Is Last Year's Games Had Problems. This Year's Are...Better?
Author: Stephen Totilo
Site: Kotaku

This inside look at the annual presentation of yearly sports titles shows the event to be as bizarre as it is routine. Basically a company like EA produces new sports simulation video games every year for every sport (recent basketball troubles notwithstanding), and so as part of the pitch for the new game, developers trot out the mistakes from the title that shipped fewer than 12 months ago and show how the most recent take improves the formula. The bottom line is supposed to be that every new game in a sports franchise is an improvement over the last one, not just the same game with roster updates, as has become the predominant accusation against EA's release strategy.

The GIF above is from Stephen Totilo's story and, though it took me a minute, I do see the difference between the two sides and the 2014 model does more accurately reflect how the human body moves when approaching a soccer ball for a kick. Is that change, and others like it, enough to justify paying another $60 year over year? Any game as complex as a sports simulation is going to have rough spots here and there, so I don't blame the developers for not achieving perfection and wanting to improve those facets with each iteration, but I also wonder how different FIFA 14 would be if there was no FIFA 13 and the team had double the usual time to produce it. Then again, they claim to focus on parts of the game where they've received feedback from players, so without an annual version of the game on the market, the developers are also missing out on certain criticisms.

With DLC the way it is now, annualized sports games seem ripe for the "service platform" model of updates. That is, you could buy a subscription of sorts to Madden Football and then instead of buying a totally new game next year, you get periodic updates as improved features roll out. In this model, simple animation "fixes" would be difficult to justify as purchasable content since it would likely fall under the "patch" category, and generally released for free. Right now though, the thirst for full-priced annual sports games has not let up, so there's not a strong business reason to change the format.

Ultimately I'm looking for an excuse to buy a new sports game since I stopped playing most of them once the Sega Genesis fell out of favor, save for a few soccer games here and there. Unfortunately, most new sports games seem to suck a lot of the fun out of the game at hand by hewing to evermore realistic simulation and TV presentation, both of which I care little about. Then again, as long as I can hand craft an entire team of create-a-characters, I'll at least be invested in my team, speaking as someone who doesn't follow professional sports very closely anymore. Maybe "silliness" could be a key addition to annual sports sims on next-gen consoles. In some old version of FIFA (don't remember the year) you could play in indoor arenas and one of the buttons was a straight-up two-armed shove. The most fun I've had with a soccer video game was turning off fouls and competing with my brother to see who could injure each others' entire rosters. Please, EA, bring this back! I can hear the presentations now, "Last year our game did not allow you to violently throw opposing players to the ground, but this year we've fixed all that by mapping that very action to the X button." *sigh* If only...

Tuesday, April 30, 2013

Blips: Album Reveal as Fez Puzzle


Source(s): Twoism, Pitchfork, Reddit

Static fuzz, 15 seconds of music, and a robot voice reading out a short string of numbers. That's all there was to go on, coming off an untitled Record Store Day release from elusive downtempo production duo, Boards of Canada. What did it mean? Later, more records with different numbers surfaced on radio shows in the US and UK. YouTube accounts popped out of nowhere with their own bizarre snippets of information. Speculation swirled, as to what the numbers meant. Some people plotted them as global coordinates, others charted them as calendar predictions. No one had it solved, but there was no shortage of theories.

Yesterday, a website appeared as a redirect from Boards of Canada's official site. At that point, only one section of numbers was missing from the puzzle, so it was only a matter of time until the code was cracked, the full line of numbers entered, and the mystery solved. Turns out Boards of Canada will release their first album in 7 years this summer.

It wasn't ridiculous to guess that the prize at the end of the mystery would be a simple album announcement; most seemed to assume that would be the case. While BoC fans like myself were psyched about the idea of new music from the band, playing the elaborate mystery game was fun in itself. It felt like a global event, even if it was really only relevant to a niche audience. How much of a game was it really though? Well, even though I didn't solve anything myself, I felt involved, scavenging for bits of solutions where I could find them. It was fun, and in this case, that was more than I'd normally expect from an album reveal.

Sunday, December 2, 2012

Authentic Authenticity


"It's as close to the real thing as you can get without being there!" has become the philosophy behind use of the term "authenticity" as it pertains to video games.  Notably, the word was used as part of a public relations strategy in promotion of the recently released modern military shooter, Medal of Honor: Warfighter (MoHW), which came under fire from critics citing laundry lists of features that detail the gulf between the game and real world combat situations.  Amidst some other PR follies, developer Danger Close set the record straight on what they define as authentic in their game: weapon models, field equipment, and squad chatter, among other largely aesthetic categories.  War games like those in the Medal of Honor, Tom Clancy, and Call of Duty franchises take criticism on issues concerning authenticity, but the vagueness of what makes a game "authentic" is not genre specific.

This semantic gray area is problematic when the word "authenticity" is co-opted for deployment by marketing teams in a fallacious, occasionally hypocritical manner, as was the case with MoHW.  When you see a trailer for a game or hear a publisher's spokesperson hyping their upcoming title, it's in the service of selling a product to consumers.  "Authenticity" is a buzzword, used primarily when speaking about how a game has adapted elements from another work or from real life.  When potential players are told that a game is supposedly authentic, it's easy to react with skepticism.  In most cases, using "authentic" as part of a marketing campaign for a video game either sets up players to think that they will actually have an authentic (insert game inspiration) experience when in fact the game only offers a visual sheen of realistic tropes, or it places the bar for authenticity so low that the game easily hits its mark.  These possibilities will produce players who are either cynical toward game marketing or who develop lowered expectations for what qualifies as authentic, or both.

Contextual authenticity is a crutch when true historical reenactment is an impossibility.  Since history happens one way, even if witnessed from multiple perspectives, it can pose a problem for game developers that seek to offer player agency in historical contexts.  If you're designing a game set in 1944 where players command Allied forces as they storm the beaches of Normandy, you have to challenge players to succeed, but ultimately, a string of very specific actions need to happen for the sake of historical accuracy.  One way to ensure that an event happens in a game is to narrowly script it, taking a certain amount of control away from the player.  Commonly this results in plot devices such as non-interactive cutscenes, areas where you can't draw a weapon, locked doors, and forced prompts.  These moments can add authenticity in a more cinematic execution, but they ignore the strengths of the video game medium.


Video games can present alternate, what-if histories that can offer a degree of insight, via roleplay, into various cause and effect relationships throughout time.  In authentically reenacting history, the Civilization games wildly miss the mark, (Montezuma vs. Gandhi: not historically accurate, turns out) yet they are one of the few go-to titles for social science educators.   All entries in the Civilization series put players into virtual leadership roles, asking them to consider and act upon variables consistent with the depicted eras of history to ensure the continued existence and prosperity of their citizenry.  The lack of real-world chronological beholdenness unchains Civilization's gameplay from following a strict timeline, and instead focuses play on decision points and resource management that actual national leaders must consider, albeit in simplified form.  Civilization has proven that it's not necessary to force a historically accurate narrative in a game in order to say something significant about history.  In contrast, MoHW's use of the word "authentic" rang hollow not because the game lacks realism, but rather, the areas chosen to tout as authentic are ancillary to the nature and quality of the gameplay experience.

Some games merely claim authenticity, but true simulations are most likely to legitimately earn the title of "authentic."  Simulations acquire this status because they focus on authentic mechanics above secondary aesthetic details.  Take the Digital Combat Simulator (DCS) line of flight sims for example.  In DCS games you sit inside a virtual cockpit and must flip all the switches and turn all the dials in the proper, real-world order to get your plane in the air, at which point you fly it using a control stick built to mimic the steering interface of an actual aircraft.  This is an authentic video game adaptation of something that exists in the real world.  You could say the same for the act of driving with a racing wheel in a game like Gran Turismo or even performing classic dance moves in front of a Kinect in Dance Central.

The aforementioned simulation mechanics have the benefit of unique controller interfaces that speak directly to the game experience instead of mapping actions to button presses on a DualShock.  Control schemes are the first layer of abstraction from authenticity that most games have to tackle.  Some players will never make it over that hurdle and will always note the artifice of the controller as an obstacle that makes otherwise realistic stories trivial or unbelievable.  The fact that with standardized controllers the same physical actions are required of the player to accomplish wildly different tasks from one game to the next can amplify the inauthenticity of those mechanics.  If pressing the "X" button means saying "Hi" to a character in one game and "stealth killing" a character with a knife in another, then the potential corollary meaning of pressing the "X" button is negated.


Even if authenticity can be achieved, to what end?  Flight simulations are used to train would-be pilots and the US military has their own crop of combat simulators for tactics and strategy.  There is a very direct relationship between playing a simulation and improving a real-world skill.  The virtual act of killing, specifically gun violence, is at the real heart of the controversy surrounding consumer-ready war games and authenticity, not Danger Close taking some heat for a marketing pitch.

If first-person shooters (FPS) like MoHW were to explore more authentic mechanics they'd risk the ethical dilemma that players could get better at shooting real guns by playing their games.  Light-gun games, which require players to hold plastic firearms and aim them at the screen, have been around for decades, and footage of them, framed accusingly, was included in many post-Columbine media packages about violence and video games alongside the now primitive-looking FPS pariah, Doom.  Light-gun games have the potential to approach more authentic gun-shooting mechanics, but developers usually take measures to assure that the interactivity isn't "too authentic."  In arcades, guns are painted bright colors or have sci-fi twists that serve to break the illusion of holding a real firearm, and the games themselves are comically over-the-top and formatted for short bursts of fluffy entertainment.  No developer wants the kind of critical scrutiny that ends in lawsuits like those filed against id Software (creators of Doom) and other game companies in 2002, and it's clear that producing games that offer truly authentic gun-shooting mechanics would approach an ethical threshold that's yet to be crossed in mainstream gaming.

Without authentic mechanics, MoHW can only get so close to putting players "directly in the boots of the soldier," especially with the inclusion of a multiplayer mode that has more in common with football scrimmages than real warfare.  In these multiplayer modes, the gloss of any overarching narrative or character motivation is replaced with the player's basic desire to win competitive matches and rank up their persistent statistics.  It's much more like a sport than a military campaign.  Modern military FPS games like MoHW succeed or fail at market by their multiplayer modes, leaving the "authentic" single player campaigns to be seen as bonuses, if played at all, by the most ardent of the genre's fanbase.  These multiplayer modes are big business for mega-publishers like Electronic Arts and Activision (this whole discussion came from PR-talk, remember), scheduling new releases annually that only slightly tweak gameplay rather than disrupting the successful formula.  When "team deathmatch" is going to be your game's most popular mode because it was that way last year, not only are you strictly obligated to a very specific control scheme, but it becomes very difficult to paint a picture of authentic, introspective wartime struggle when the most popular, time-engrossing section of your product screams otherwise. 

There is room for games to approach the subject of authenticity from a multitude of credible angles, but above all else, the final product needs to be able to speak for itself and have something worthwhile to say.  Games that are adapted from real life subjects and events, especially those striving for authenticity, should be held to high standards, both for accuracy and for the ethics of their social impact.  MoHW's big mistake wasn't its mixture of real guns and unrealistic mechanics, it was billing itself as authentic and failing to deliver.


 :Reposted on Medium Difficulty: