State of the Industry: “Snack-Sized” Gaming

Listening to a recent episode of Rebel FM podcast, a listener posed the question regarding a saturation in game development and whether or not it is hindering innovation. While the debate for whether or not the video games industry is beginning to reach a point of saturation is just starting to brew, I think it is important to see how the landscape of game development is expanding. Due to this generation’s hardware becoming more externalized thanks to the internet, video games have truly become a part of main stream culture more than ever (much of this is also do to the Nintendo Wii). Moms are becoming the target of many publishers, your grandparents may soon be proud owners of the latest Nintendo portable and our pets can even have their own gamertag. While that last one may be a myopic point, game development is becoming more and more competitive, because there are so many markets to produce for. Publishers and Studios have undergone a lot of changes over the past year, due mostly to the state of the economy and frankly some bad decisions, changing the landscape indefinitely. Looking into how games are being published and developed today, as compared to say 5 years ago and we are starting to see a few emerging trends.


Small Developers, Big Ideas 

Indie Games have seen their share of failure over the past couple of years, but some have found great success on the platforms available to them. If you look at the metrics provided by Simon Carless at this years Independent Games Festival, PSN and Xbox Live have allotted 20% of independent games published the critical acclaim they deserved. Some examples of these include Castle Crashers, Shatter, Flow, Braid, Splosion Man, and Noby Noby Boy. The other 80% leaves a 50/50 chance to either succeed or fall flat. The Wii does not carry as much strength in this scene and once you carry over into the iPhone and PC market, it becomes highly competitive due to the developer base.

Looking at the studio behind the hit Castle Crashers, The Behemoth, it started out as two guys (Tom Fulp and Dan Paladin) making a flash game, Alien Hominid. Less than a year after the games stellar reception on PC, they were approached with an offer to port Alien Hominid to consoles. This would create the studio, bring in 2 more people and lead to the creation of Castle Crashers, one of the highest downloaded Xbox Live titles of all time. Braid is another fantastic example of a small studio, with big ideas. A brain child of Programmer Jonathan Blow, who without any art design, won the "Innovation in Game Design" award at the 2006 Independent Games Festival based on mechanics alone. Then he would contact David Hellman to bring a sense of style to Braid, where it would go on to find critical success on Xbox Live, PC and very soon the PS3. All of this might have been possible on PC 5 years ago, but for consoles, getting games like these pressed onto disc would have been a very expensive process. Some of the hallmarks of this genre are deserving of such a thing, but before their grand reception, it would have been a much more difficult process without digital distribution. This cannot always be a good thing, because with freedom from publishing costs, with each good idea there is comparable number of bad idea, but with respect to opportunity, it is ultimately good for the industry in my opinion.

“Snack-Sized” Gaming

As an adult gamer (I use this term loosely when describing myself), time is scarce to game. Work, school, and personal responsibility; all eat into my free time for gaming and sometimes I can't find enough time in the day to play a Dragon Age or Final Fantasy. Developers recognize this and with platforms like the iPhone, DSi and PSP, they are trying to develop games that are less immersive. A game where you could pick it up for 15 minutes, kill a few bad guys and go back to reality, doing whatever it is you do. John Davison, back on an old episode of the 1up podcasts referred to this style of games as "Snack-Sized", implying that it keeps that hunger we have to game at bay, while we are too busy for a 3 hour grind. It is a small snack for our insatiable appetite to game. The genius behind this is the way portable gaming is pushing the industry in new directions. The iPhone especially has started to affect the common price point of a downloadable title. At first, $10 doesn't seem like alot of money for a few hours of content. Going to a movie costs the same amount of money and 9 times out of 10 the most you will get is 120 minutes, including the commercials. (WTF is up with movie theaters and all the commercials now? Nevermind, not going to rant on that). With so much competition, price is being driven lower and lower. Some games will even hold specials on the iTunes store, dropping the price to $.99 for a limited time. You better believe people flock to that. Steam on PC does the same thing and has also found results.

Now, PSP has begun selling "Minis", "Snack-Sized" games which are targeting the exact same market as the iPhone. In fact, some of the games are direct ports of iPhone games and Sony has received some harsh feedback for selling them at prices much higher than a person can currently get on the iPhone. Casual gamers tend to be the main audience, since immersion is not the reason many of these people game. Instead, it is more of a time suck, a way to make the space between personal events or activities seem shorter. With the iPhone, Apple has the advantage. Most people will already have the phone on them for various reasons and whether your hoping on a quick flight or riding the train to work, "Snack-Sized" gaming will be there to help the time fly. But, as time goes on, the PSPgo is a much better piece of hardware for developing games, so in the right hands, Sony should be able to find a place with that audience. They just have to drop the price of the hardware.

Digital Distribution for Every Console

I have talked about this many times in previous posts, but I think that digital distribution is finally getting full support across all platforms. PSPgo is the latest piece of hardware to utilize it and Sony has decided that this platform will be exclusively digital distribution. Truly, for gaming this is a first for our generation. iPhone may have been the catalyst, but lets face it, that piece of hardware is a phone first and everything else second. But the PSPgo is all about the games. Although its launch was floundered by a poor price point and other issues, it will pioneer a future where digital distribution may become the primary method of delivering video games. I would go into how the Internet and Flash started the entire idea of video gaming in snack size, but my primary concentration was on consoles and how they have changed. Certainly, all games have roots in the personal computer.

*all pictures are a result of Google Image Search

The Art of Gaming: November

MarquesCannon @ http://guitaratomik.deviantart.com/gallery/

Weekend Warriors

Exciting news this Friday, God of War 3 has anounced the launch of the Collector's Edition. It seems EPIC and boasts a playable demo that can be downloaded as early as today!!! If I don't end up finding a download code, I will be online playing Borderlands and Uncharted 2. Uncharted 2 will also be hosting a "double your cash" promotion, all weekend while playing online. And I will still have to find some time for Brutal Legend. Just had a fight against the Drowning Doom and know I am not too far from completing it. What are you playing this weekend?

-posted from iPhone

Blog Report: October 28th

Set On Stun
Veronica Belmont Sums it Up Nicely: “Pink is the New STFU”
JP Sherman
October 20th,2009
http://setonstun.com/2009/10/veronica-belmont-sums-it-up-nicely-pink-is-the-new-stfu/

An article about how women are still being marketed to as dainty homemakers and not the tech savvy equals they have become. When NewEgg.com released a new campaign targeting women this holiday season, a technology enthusiast, Veronica Belmont was taken back at its simple minded focus; offering suggestions only in house wares or consumer electronics, all dressed in a ghastly pink. When do of course enjoy pink (someone has to), but in this day and age where consumers are all about options and differentiation, that suggesting only pink is probably not the most successful way to increase sales. Also, the concept of a technology website selling pots and pans is equally as derivative as, building a campaign towards women with those pots and pans in mind. Since, “61% of technology purchases are unplanned by women, who make up 82.5% of the shopping decision making,” it would be smart of New Egg to focus on the following considerations:

•There needs to be an immediate recognition of VALUE.
•There needs to be a distinct visual identity differentiation.
•Focus on perceived value
•Provide features as it relates to value
•Avoid the “pink it and shrink it” look

Sherman believes that if this is done, NewEgg.com may potentially see more sales and less offended consumers.

The Official U.S. Playstation Blog
UNCHARTED: Eye of Indra – First Episode on PSN Today
Neil Druckmann // Lead Game Designer, Naughty Dog
October 22, 2009
http://blog.us.playstation.com/2009/10/uncharted-eye-of-indra-%e2%80%93-first-episode-on-psn-today/

Full motion comics are a relatively new form of media, which utilizes comic panes with some animations, to blend audio driven story with hand drawn characters. This has become a growing trend within video game promotion, yielding an apparent competent return on investment. Basing this assumption on the continuing number of companies who choose to use this method of communication, Uncharted 2 has become the next game to feature its own full motion comic. Having watched the Dead Space full motion comic in anticipation of the 2008, I also participated in the New Uncharted: Eye of Indra episode. Seemed ok, for being so heavily sponsor driven, I would have preferred to pay a dollar and gotten 10 minutes of content, instead of 5 minutes of story and 5 minutes of advertising for the latest Toyota SUV and videogames I already own, but it was cannon to the existing fiction from what I could see. Future episodes will be downloadable on the Playstation Network for a price of $2.50. Hopefully they will be fewer ads, since there is a price associated. I find it interesting how different Medias are blending to create new ways of deliver entertainment. Of course, in this case it seems to be in promotion of an already existing IP, but maybe one day, full motion comics could become respected medium and will even have its own “Citizen Kane”.

Play it NOW!: Uncharted 2 Among Thieves

Uncharted 2: Among Thieves has arrived and Sony is sitting on a gold mine. It is my opinion that this game is the greatest cinematic experience I have ever had while playing a video game. It is not perfect, there are some moments where I was frustrated by the AI or spent far too much time looking for an elusive piece of treasure, but there is an overall cohesiveness between characters and their journey to Shambhala and it's hidden treasure, the Cintamani Stone.

• Character & Story: Really are the best part of this whole game. Drake is the same confident, sarcastic and frankly, lucky leading man from the first one. As much as he tries to "do the right thing", he will still manage to kill thousands of enemies in order to save the world. Chloe, the new girl is an excellent counter-part to Drake, having two sides to her personality and to some extent creating a love triangle between; Drake, her and Elena. That's right, Elena is also here, as well as Sully, reprising their previous roles and keeping the same campy chemistry they had in the first Uncharted. The pacing continues to gain steam as you move closer and closer to your destination. While, acts of betrayal and bravery keep you guessing what will happen next. The villains you hate, the heroes you love and when the story resolved, I couldn't wait to do it all again.

• Music & Sound: Fits the game extremely well. Sound effects are crisp, music builds upon the immersion into the various environments and the voice acting is on point. Nolan North may have been in numerous games since the first Uncharted, but whenever I here is voice, I hear Nathan Drake. Its good to see him reprise the role he seemed born for.

• Animation & Graphics: Drake is still rocking the "Half-Tuck", and it is top quality. Scenes take place in expansive vistas such as: Istanbul, Nepal and the Himalayas. Camera angles build the tension, using camera locations that seem more physically possible and make the parkour scenes look incredibly difficult. The character models not only retain their detail between cutscenes and gameplay, but there are times in the story, where the animations are completely different based on the circumstances Drake is in . Please take sometime while in the Village to interact with the people around you, it really is entertaining to see how much time Naughty Dog put into their animations, despite their uses being associated to only one or two chapters. Oh and really shiny eyeballs (you'll understand once you have played it).

• Gameplay & AI: The shooting mechanic is much improved. Guns feel very different from each other and each have their strengths and weaknesses. The M4 Carbine is of course the best, but I really enjoyed blind shots with the Pistole. There is nothing like watching a heavily armored opponent take two cartridges to the face. Also, the grenade mechanic is much improved over the first one. Previously, Naughty Dog required the use of the six-axis to manage the arc of your throws. Thankfully, this is no longer the case and it is controlled via the right analog. Stealth combat also plays a larger part. Not only does one of the first chapters require a substantial amount of this, but there are many areas littered across the game where stealth can help you keep the flow of enemies to a minimum. Also, many stealth kills will afford you bonus grenades or weapons, noted by a little ninja mask hovering over the object. Platforming is a little easier than the first one, as moving up buildings and across platforms seemed more intuitive, despite AI partners occasionally blocking your landing or inadvertently dropping you off a cliff. It is not often, but when it happens, you can't help but feel frustrated.

• Attention to Detail: I think this is what can take a game from good to great. Looking at everything in this game, you can tell that each aspect was carefully considered and detailed to the full extent. Character animation and design are not recycled. Each model feels unique and has a little bit of personality. This can even be seen in the AI behavior, as more heavily armored baddies are not afraid to rush you and some enemies are more grenade happy than others. Gameplay is very rewarding and participates in the hand holding, pat on the back style where you are rewarded constantly, whether its for 250th headshot or finding 10 more pieces of treasure. Twitter was an added functionality as well, and is an interesting experiment in Social Media. Reception has been less than stellar when someone is tweeting each chapter completed, but the summarizing of trophies or tweets about getting online for multiplayer turns twitter into a third party leader board to some extent.

• Multiplayer: Ah yes, the long debated, "is this going to suck?" aspect of Uncharted 2 has become one of the coolest parts. First off, this is a new attempt, the original Uncharted did not have multiplayer, hence some peoples apprehension. The options are robust featuring competitive multiplayer and co-op. The co-op is a three man affair running story driven scenarios or a Gears-esque Horde mode. Competitive Multiplayer has everything from traditional deathmatch to Plunder (CTF Mode, with a twist). Add the fact that each player has two slots offering boosters in battle, which can be purchased using money earned in any game mode, various character models you get from completely the single player and a leveling system to improve matchmaking, you get a complete multiplayer experience.

I loved my experiences in Uncharted 2 and am still playing in search of that Platinum Trophy. Naughty Dog has truly hit this sequel out of the park and this once niche IP has turned into Sony's next big franchise. So, if you like expansive vistas, character drive stories, explosive gun battles and treasure, you better go play it NOW!

**Note all pictures are courtesy of Google image search and Penny-Arcade.com

Weekend Warriors

Borderlands came out this week! First game I have ever contributed to in some form or fashion. Although, when the credits roll, I am sure to only find a quick blurb thanking all Focus Testers, instead of individuals. Despite that, I retain a sense of satisfaction, knowing that I played this game back in its alpha form and now, will be playing it on my couch all weekend. What are you playing this weekend?

-- Posted from my iPhone

Blog Report: October 21st

Catering To Your Audience: Videogame Direct Marketing
Shawn Deena
October 11, 2009
Set on Stun
http://setonstun.com/2009/10/catering-to-your-audience-videogame-direct-marketing/

Many games over the years have been developed as a radical concept, which becomes so successful it creates its own genre. Look at how role playing games went from a strictly single player experience into massive multiplayer online experiences or how movie licensed comic book games have spawned numerous original stories in a comic book format. It is games being designed for a niche, but still can be played by anyone that is becoming extremely successful. Shawn touches on many examples; Brutal Legend (diverse gameplay / Heavy Metal Music) or Beatles: Rockband (Beatles / Rhythm Game), and I think the main point is that, if you can design a game which appeals to a community or sub-culture that already exists, it will sell. The exception lies in two potential pitfalls: First, the community has to feel the game does justice to whatever sub-culture exists because, if not the game would be ostracized. Second, there must be a certain level of accessibility to the game, so when a gamer recommends a Spiderman game to a comic enthusiast, the new player is not frustrated by some over technical gameplay. If and when companies have achieved cohesiveness between these two elements in a single game, they are typically a success story. That is why more and more games will continue to be developed for these sub-cultures.

Pre-order Holy Invasion of Privacy, Badman! on UMD Today!
Nao Zook
October 20, 2009
Official U.S. Playstation Blog
http://blog.us.playstation.com/2009/10/pre-order-holy-invasion-of-priv
acy-badman-on-umd-today/


As a follow up to the previous article I posted from Gamasutra regarding the release of the PSPgo and the inevitable phase away from UMDs (Universal Media Device) to Digital Download only. This article is a perfect example of good PR and managing the two way conversation in such a way that it will benefit your customers, your product and your company as a whole. When Holy Invasion of Privacy, Badman was released in the US, NIS America decided to only release the title as a digital download. They felt that for the cost of the actual title to stay low, they could easily put it online over having to manufacture UMDs, but the community wouldn’t stand for it and gamers began to request a physical copy of the game. They used the Playstation Blog to run a poll and see how many consumers were willing to wait for the manufactured copy and the results appeared strong enough, NIS is now offering pre-orders for the UMD and if they reach 1,000 they will go to print. Another thing to note, the price point has not changed, so whether you download it or purchase the physical copy of NIS’s website, the game is only going to cost you $20. NIS should be applauded for keeping an open mind about the whole process, since digital downloads are just starting to become more mainstream. They did an extremely good job of understanding their customer needs and found the price point NIS needed to execute at, in order to fulfill the customer needs. Hopefully, NIS will find their much deserved success here, as well as in Japan.

Gaming Outdoors: Borderlands Release Party

Free Drinks, Mix Master Mike and Little People were all present at tonight's Borderlands Extravasplosion release party. Lucky enough to get on the invite list, a friend and I headed down to the Granada Theater on Greenville Avenue (Dallas). After a few vodka tonics and light conversation, we decided to play some co-op. Lines were pretty good for only having 4 machines going, and everybody was having a great time. Mix Master Mike was on point laying down phat beats and Randy Pitchford gave an inspired speech, as a psycho midget roamed the stage. Check out some pics below and play Borderlands when it is out this Tuesday.

-- Posted from my iPhone

Weekend Warriors

It's FRIDAY! And I am gonna play Uncharted 2 and Brutal Legend until my face Melts! How about you?


-- Posted from my iPhone

Blog Report: October 14th

Blog: Official Sony U.S. Playstation Blog
Blogger: Roy Stigall III // Sports Lifestyle Marketing Manager, EA Sports
Post Title: EA SPORTS NCAA Football Challenge Tour Coming to a Campus Near You
Date: October 9th, 2009
Link: http://blog.us.playstation.com/2009/10/ea-sports-ncaa-football-challenge-tour-coming-to-a-campus-near-you/

That’s right, its football season again. And what better way to support your inner athlete than by running the gridiron against some local competition. If you win, you get a new PSP and a trip to the Rose Bowl for the finals, where the grand prize is $10,000. Why is this important to PR? Well, it’s kind of important, because they are going to stop in Denton and Dallas on October 27th – 28th. But looking more closely at this post, there is something more important. The Blogger is not any employee at Sony! Roy Stigall is actually a marketing manager at EA, the publisher of NCAA Football 2010. It makes sense, since this seems like a joint promotion because the truck being used is Sony branded and utilizes PS3’s, but I like how the Playstation Blog also incorporates external influencers to promote their brand. I suppose this kind of helps to create a sense of harmony, as Sony can work closely with 3rd parties. Microsoft is no newcomer to this philosophy, since they are spearheading support behind the third party title Modern Warefare 2, which appears to be in the running for the highest selling multi-platform game of our generation. Either way, it is a perfect example of how company’s in the industry build channels of communication around certain intellectual properties, despite the occurrence of their exclusivity. Good luck to Sony and EA on this campaign and maybe I will stop by for some football.

Blog: ‘Set on Stun’
Blogger: Shawn Deena
Post Title: Flashback — Mario The Ultimate Videogame Icon
Date: October 8th, 2009
Link: http://setonstun.com/2009/10/flashback-mario-the-ultimate-videogame-icon/

Think about any brand that was the innovator, the first brand to successfully differentiate itself in a given market, become a leader and experience brand longevity. Brands like Coca-Cola or Levis Strauss, but if you were to ask someone about video games, Mario would probably be the pop icon we all remember. He is 28 going on 30 and is still Nintendo’s must successful brand to date. It is funny to think, when he first premiered in1981 on the arcade hit Donkey Kong, he still didn’t have a name. Apparently, he was named in the sequel to Donkey Kong, Donkey Kong Jr. And he was named after an angry warehouse manager, who was upset about back rent. In Donkey Kong Jr., the original character (now Mario) had kidnapped your father Donkey Kong, and you had to get him back. Mario was actually a villain in his first named appearance! As time would go on a universe would be built around the character, he would be featured in 200 or more games, many of which had his name in the title. He would also continue to be the mascot of Nintendo, to this day. The reason this is significant is because, much of Nintendo’s success is linked to this plumber, who travels to a mushroom kingdom and saves a princess year in, year out. Nintendo has played off of two strengths over the course of its life in the video game market; innovation and Mario. Now moving forward the Wii is starting to shows signs of its sales reaching a plateau. Hopefully, with the new Mario coming soon, they still remember those two strengths.

Unboxing: Xbox 360 Elite Holiday Bundle

After 2 long years of throwing loose change into a 1 gallon apple juice jug, I have decided to break the bank and go cash in on a new Xbox 360 Elite. As it so happens, 1 giant glass jug = $301.30 and since I was getting a 50 rebate from Microsoft, the warranty was free! Its not like I would take the chance on getting it without the warranty, since I have gone through 3 other Xbox's since launch (2 red ring, 1 disc drive). But even though the Pro was just replaced last Christmas, I still had the 20 gb Hard Drive and just could not take the space issue any longer. While the new Elite was about the same as the Pro, there were a couple differences.

1. New games bundled with the holiday edition: Lego Batman and Pure. Although I had played them both once before, its still some free games, with achievements. For the whore in me.


2. NO COMPONENT CABLE?! Damn, Microsoft can be pretty cheap sometimes, but really? There was still a standard a/v cable.


3. It's black. well duh?!


4. The a/c brick is much smaller. I figured since my Pro sku was less than a year old the internals would be the same, but obviously the Elite's power output must be different.


5. And lastly, NO TRANSFER CABLE EITHER?! WTF Microsoft?! You can see one in the background, but that was only because I had to pay Microsoft $12 to ship it to me... Come on. Even the guy at my local retailer said that was pretty much the only way to find one, without buying the Hard Drive (weak sauce...). Anyway, enjoy the unboxing gallery below and find me on Xbox Live, Gamertag: SpeedracerUNT.
   
   
   
   

Weekend Warriors

It's Friday, so what are you gaming this weekend? I myself am off to my brother's, to play some ODST. Later, my girlfriend and I will also be playing through more Deadspace: Extraction. Warming up to the coming week, as Uncharted 2 and Brutal Legend will be out on Tuesday! Get EXCITED!

-- Posted from my iPhone

Marketing 101: It only does everything...

The original brand of Playstation has applied exclusively to video game consoles, throughout the life of its brand. However, when Sony Computer Entertainment President Ken Kutaragi in June of 2006 publicly stated "we never said we will release a game console", in regards to the upcoming PS3, this message confused both consumers and developers alike (Edge Staff). Those who were familiar with Playstation felt that despite the campaign of with PS3 being “a computer, [which] can interact with anything”; video game software will ultimately drive hardware sales (Edge Staff). With this as their initial marketing goal, the Playstation 3 would have a difficult launch, rolling out 8 different iterations over the next 3 years, dropping console prices and continuing to adjust its firmware. Now, we will examine the launch of the PS3 and the strategies behind pricing, advertising and executive structure. Then, look into the future of the console, with the most recent re-launch of the PS3 brand.

Knowledge came about of the PS3 early in 2005, it only made sense from Sony’s previous success with the PS2, that they would develop another generation of console to stay competitive in the market. Like anything a consumer can purchase, price is an important factor in the decision making process. Consumer fear would be sparked in a controversial statement made by Ken Kutaragi to Japanese reporters in 2005, saying consumers should feel they “will work more hours to buy one. We want people to feel that they want it, irrespective of anything else,” leading many consumers to wonder how much the PS3 would cost (Johnb). Then, a month later on a French radio station, the President of Sony France would leak pricing information for Europe “around €500 [$613], in the range of €499 to 599 [$612 to 734]” (Jenkins). Later in the year, this pricing would be confirmed at E3 and entertainment exposition in the U.S. The US dollars would appear the same as Euros, at 499 and 599. This would obviously be an issue in some consumer’s eyes as the European and Japanese versions were more expensive than the American version. Sony’s UK managing director tried to explain this variability and wanted to stress that the decision was made “dealing with Euros and Yen - it's about the relationship between those currencies", not having to do with US currency. Combine this with the fact that the PS3 is launching in both America and Japan in November of 2006, while Europe won’t get a PS3 until March of 2007 and you have a few very explosive markets being affected negatively in this launch.

Now we already understand from the initial launch of the PS3 Kutaragi was trying to sell us a computer, but Sony needed to convince consumers that this idea was more fact than fallacy. Looking back at one of the initial selling points, may have been more problematic than progressive in terms of thinking and that was pitching the Cell Processor. The Cell is a design where the processor can divide itself 8 times and distribute its power equally to 8 different components within the PS3. But Sony felt that this much processing power could achieve more and developed the cell (with IBM) to work harmoniously with other cells. There intent is “to use the Cell processor across a wide variety of home applications”, so your toaster could sync with your TV, which would sync with your PS3 to improve your gaming experience, but appliance-makers would be a hurdle. It seems highly unlikely that any sort of kitchen appliance is going to require the power of the cell process to facilitate its daily function. Sony Computer Entertainment chief executive Ken Kutaragi told Japan’s PC Impress Watch earlier this year, “...People making those everyday-life electronic devices are still not thinking their product will one day turn into computers. I believe this is some kind of pride that electronic makers hold against the computer world” (Edge Staff). Whether or not the consumer electronics industry is holding a grudge against the computer industry; its 3 years later and there is no future in sight for the cell processor to be used in such a way.



There was trouble at the top during the launch of the PS3, executives were squabbling and making decisions without consulting their peers. “In September, Mr. Kutaragi announced Sony was halving shipments of the new PlayStation to the U.S. and Japan and was pushing back its European launch. At a news conference, Mr. Kutaragi blamed Sony's electronics group for failing to produce enough of a critical component, exposing his tense relationship with the division. ‘If we're asked whether Sony's quality of manufacturing has declined, I would have to say 'yes,' Mr. Kutaragi told reporters” (Kane). There are times and places for people to share these emotions, this was not either of those. By publicly announcing his displeasure with the electronics division, Kutaragi was isolating himself within the business, simultaneously loosing corporate confidence. Eventually, the father of Playstation would become too much of a liability for Sony and “After completing the launch of PLAYSTATION 3 worldwide, Mr. Kutaragi has decided to pursue his dreams beyond PlayStation and to accelerate his network vision” (SCEI Press Release). The President of Sony Corporate, Howard Stringer “persuaded Mr. Kutaragi to give up day-to-day control of the division in December…Mr. Stringer replaced him with the U.S. head of the videogame unit,” Kazuo Hirai (Kane). With this change, Jack Tretton would assume the role of the President of the North American division.




As Sony moves into its new future, Kazuo and SCE have decided to launch the 7th and 8th iterations of the PS3 under new branding. The New Playstation 3 is much slimmer than its 6 predecessor’s and sports one of the largest hard drives, at a $300 price point. The 8th version has also been confirmed recently, and will double the Hard Drive size of the 7th generation, for $350. The newest models are also painted a flat black and have an etched PS3 symbol on the face, as opposed to previous models (being gloss black with chrome “Playstation 3” written on the face). Their marketing campaign has come full circle with; “Playstation 3, it only does everything,” being a more media centered, video game console and offering a competitive bang for your buck, over the Xbox360 or Wii. The commercial side of the campaign has also been met with positive results, and the box art on games have also received the new logo. After one month of the new brand being available on the market, NPD reports show that PS3 sold twice as many units over September 2008 and Microsoft (who also had a price drop), only increased 2% from last year. I personally am excited about the recent re-branding and can’t wait to see what Sony’s future holds for the Playstation 3.



Citations:

• All images are a result of Google Image Search
• SCEI Press Releases can be found on the SCEI website here: http://www.scei.co.jp/index_e.html
• NPD Numbers can be found here: http://www.gamegrep.com/industry_news/26282-september_2009_npd_ps3_slim_makes_ps3_console_hardware_leader_halo_3_odst_leads_software/
• Edge Staff “Cell-Powered Appliances by Early '08”, 12/11/2006 http://www.next-gen.biz/news/cell-powered-appliances-early-08
• Johnb “PS3 launch price is no fun for UK gamers”, 02/01/2007 http://gizmodo.com/gadgets/home-entertainment/playstation/ps3-to-be-really-spensive-111266.php
• Edge Staff “Kutaragi Details PS3 'Computer' Claim”, 06/07/2006 http://www.next-gen.biz/news/kutaragi-details-ps3-computer-claim
• Yukari Iwatani Kane - http://online.wsj.com/article/SB117285593145024927.html?mod=home_we_banner_left&mg=com-wsj

Blog Report: October 7th

http://blog.us.playstation.com/2009/10/it-only-does-uncharted-2-among-thieves/

It Only Does UNCHARTED 2: Among Thieves from PlayStation.Blog
by Peter Dille
Oct 2, 2009

Sony has been on a holiday blitz lately, with the recent price drop of the PS3 and release of the PSPgo. To accompany these hardware releases, the will be pushing new marketing campaigns and the PS3 campaign “It only does everything” seems to be successful. This article is a post of the third commercial (to my knowledge) in that campaign and it is doing things a little differently. Most advertisements for the PS3 have been either relevant directly to the hardware (display features, price, style, etc.) or a mash-up of both first party / third party software titles. This new commercial however features only one first party software title, Uncharted 2. Within the past few days reviews have surfaced in anticipation of launch. Luckily, it is slowly ramping up to becoming one of the highest rated games of this generation, if not all time. With that in mind it seems like Sony may actually be on track to salvaging this console generation, simply by acknowledging that the hardware is not the only thing you need to consider when developing a console. The games people play are equally, if not, more important than the hardware it is developed on. For Sony, having an exclusive title like Uncharted 2 should help generate sales this holiday season. The humorous tone of this marketing campaign has been apparent from its onset and the new commercial is trying hard to keep the laughs rolling. It starts with a gamer requesting help from Sony, because his girlfriend has been watching the game as if it were a movie, for two days and she still does not realize it is a game. Watch the full video on the blog to see how it plays out.

http://setonstun.com/2009/10/gamers-doing-good-games-that-give/

Gamers Doing Good: Games That Give
JP Sherman
Oct 2 2009

Here is an interesting promotion, a flash based, casual gaming website that operates as a portal for charitable donations. Basically, registered users and guests alike are able to experience a number of browser based games, and by doing so, 70% of the ad revenue is donated to a number of different charities. I myself gave it a try and if you’re looking to spend an afternoon playing some Solitaire, Blackjack, Sudoku, etc; then you can do it and generate some funds for charity. It reminds me of a Stride Gum promotion that was going on last month, where a number of struggling arcades were in a competition to score the most points in a flash based game. Doing so would result in a $25,000 stipend for the winning arcade. You can find more information on that at http://savethearcades.stridegum.com/. Games that Give may not be the first of its kind, but it certainly is an ambitious venture, with over 5,000 registered users so far and $2,500 in ad generated charity. I wonder if any of these major gaming developers had considered an option like this for some of their games. Essentially, Pop Cap games have made the flash based platform into a viable industry with games like Peggle and Plants vs. Zombies. Could they too utilize a similar business model as Games that Give, maybe on some of their older titles? If they did, would they experience a stronger sense of loyalty from the community by giving back? From a PR perspective, this may be a good model for certain developers, but for now, if you have any free time, stop by and play some games.

Gaming Outdoors: The Rise of Arcade UFO

While I was in town for GDC, I had to go by Arcade UFO and pay homage to the shrine of my youth. This time, I brought some friends from town with me in a hope to stir up that little bit of nostalgia I myself experienced last time. Immediately, one new cabinet that really caught my eye was DJ Max Technika, a touch screen based rhythm game, which was as addicting as it was complex. It basically plays much like Elite Beat Agents, except the touch screen is left to right on top and right to left on bottom. So as the "notes" appear on one row as you are interacting with the other row and you continue to circle around the touch screen as JPOP/JRock jams out on the digital display above you. There were also a couple new white "candy" cabinets, featuring the highly competitive Mobile Suit Gundam SEED and Daemon Bride. For more information you can check there website out http://www.arcadeufo.com and see if anything peaks your interests. Also, not more than a few weeks later, it was revealed that UFO won the on-line competition with Stride Gum to Save the Arcades. You can check out the report here; http://savethearcades.stridegum.com/. This is fantastic for the city of Austin, because not only does it help to keep the arcade culture alive, but it helps to "Keep Austin Weird". How many other cities can say they have an authentic Japanese arcade? I am sure that $25,000 is going to go a long way in paying for some of the new cabinets they had recently purchased. My friends and I had a great time, especially because we could make that the last stop of the evening (Sushi and Drinks came first).Walking out from the arcade around 1 am, I felt a calming satisfaction being back in Austin for the weekend. I am sure I will come back and the next time will be even better.

The Art of Gaming: October

Stanley Lau a.k.a Artgerm, you can find him @ http://artgerm.deviantart.com/

Blog Report: September 30th

Blog: Gamasutra (substitute for ‘Set on Stun’)
Blogger: Leigh Alexander
Post Title: Sony: No UMD-To-Digital Conversion For PSP Upgraders
Date: September 25, 2009
Link: http://www.gamasutra.com/php-bin/news_index.php?story=25407

Set to Stun has not updated in over a week, show I chose a post recently from Gamasutra, an industry blog that is the equivalent of a trade magazine to video games. The PSP is trying to move out of last place and its success seems more and more uncertain as Sony continues to handle PR/Marketing for the device so poorly. Since its inception, the PSP has never been a success in the portable market. Limited capabilities, lack of software support, rampant piracy and all coming with a hefty price tag has placed the device lagging behind the Nintendo DS or even iPhones. Moving into the future Sony now intends to release a 4th update to the current hardware, a re-design called the PSPgo, which has forsaken its “software on disc” days (via the UMD drive) to utilize the growing popularity of digital download. So now much like the iphone, you can log onto the internet (via Wifi) and download your titles directly onto the PSPgo, no disc required. But if you currently have a PSP (which can also download), but additionally still utilize the disc drive, do you even want to upgrade? When Sony was first addressed about the concern of UMD drives becoming obsolete, they felt confident in saying that they were looking into a program to allow existing PSP owners to convert some of the UMD games they already own to digital versions playable on the PSPgo, though declined to say how many games will be convertible. Well, that’s because it now looks like that will not be an option at all, making the PSPgo a poor investment for anyone that has UMDs. Not only is this a huge turn off to the consumer, the price point is as well, selling for $250! Now, a PS3 is $299, which can do a whole lot for the price, and a PSP3000 is $170, which can do everything a PSPgo can, plus play UMDs. Starting to get the picture? Compare this with a Nintendo DSi going for $170 or even and iPhone 3G being $100, I think this is a serious mistake on Sony’s part. The business model for this device is all sorts of wacky and until it release, Sony seems oblivious to the magnitude of the situation. Hopefully, it won’t cost them much more than they put in.

Blog: Official Sony U.S. Playstation Blog
Blogger: Mark Valledor // Marketing Manager, SCEA
Post Title: LittleBigPlanet: Sack it to Me – The “Lots of Videos, Corrections, and FREE DLC” Edition
Date: September 25th , 2009
Link: http://blog.us.playstation.com/2009/09/littlebigplanet-sack-it-to-me-the-lots-of-videos-corrections-and-free-dlc-edition/

Little Big Planet is an exclusive IP (intellectual property) for the Sony Playstation 3, who after its release in 2008 was met with critical acclaim and currently holds second place for the highest rated game on the PS3 (according to Metacritic). One reason why this title has met with so much success is its ability to generate content for free, via an online community and the tools provided in game. The idea is, the developer (Media Molecule) could make a traditional platforming game (a la Mario Brothers) and develop a creation kit in game, so that once you play through the story, you could download other user levels. Combine that with strong support from Media Molecule for new designs, costumes and abilities; the game comes complete with a never end stream of new stuff to play and see. There have been so many user generated levels, that the game is getting a Game of the Year Edition re-release, which will not only include all the on-line content, but have new content created specifically by the top 18 level designers in the community! In this post they show of some new downloadable content, levels, and an up and coming designer. This is an excellent example of PR 2.0, since Sony is going into the community and seeking out its most passionate consumers to advocate for this game. These advocates bridge the gap in communication between Sony and its consumers, making the conversation a “two-way street”. In doing so, it creates an impression that you too can play, create, and share.

State of the Industry: The "New" Black

Prices are being rolled back across all major platforms in an attempt to reach as many households as possible this holiday season. The most prominent of these being the release of the new PS3. But don't call it a slim yet, Sony is hanging onto that subtitle for a later date. Instead; the PS3 has been rebranded, bringing in a new piece of hardware, logo and firmwire at a price point which is more stomachable. For me this means nothing, since I have a backwards compatible 60 gb and would rather dive on a grenade than watch it die. But hey, thats me. My brother on the other hand was out a PS3 when I moved out, and after a sleepless couple months, the new PS3 was released and he too is a Sony fanboy again. With the new PS3 you can get the same functionality as everyone else, plus a 120 gb Hard Drive, at a $300 price point.

Microsoft decided that this was as good as time as any to drop the Xbox 360 Pro completely. Going forward it seems the Elite is going to be the primary 360, while the Arcade is still available for some reason and with the Elite, Microsoft will match the PS3 price point at $300. So, right now it is a pretty equal value between these two consoles, but lets see what we really get. Graphics, sound, game controllers; are not going to be that different besides the case of 1st party titles. The PS3 has Blu-ray and WiFi built in, which bumps it up if either of those things are important to you. While, the Xbox 360 Elite has backwards compatibility with older games and a wired headset. Which compared to the PS3 features, are kind meh. If you wanted to get a PS3 headset, you can get a wireless one bundled with a game for 50 dollars or less, where as a WiFi kit on the 360 is around $80 or more. Seems to me the PS3 is the best buy this holiday. Xbox 360 will release a bundle with 2 games (Lego Batman and Pure), but if your interested in the Elite, act soon, because Microsoft is also offering a $50 rebate, if you purchase by October 5th. Come to think of it, I am on my fourth 20 gb Pro now. Maybe its time to UPGRADE!

And what the hell is wrong with Nintendo?? They drop the Wii to a $200 price point, but the price was not holding Wii sales back. Its the value of the Wii. Maybe if they could freshen up the bundle for the holiday, by say releasing the same Black edition they released in Japan this past summer or even bundling the motion plus with the console. Oh wait, you would have to have more than 2 games for the motion plus to actually matter (and don't tell me Grand Slam Tennis uses motion plus, it DOESN'T! First time I have had buyers regret in years). The fact is, the Wii is missing that "killer App" that can move hardware. Maybe if they were releasing a new Zelda or Metroid other M before Christmas, they could move some consoles. Instead, we get Wii fit plus and New Super Mario Brothers, which lets face it, is not going to grab my attention.

As you can see black is back and consoles are more affordable than ever. If you are missing out on something, this holiday season may be the best time to buy.

Blog Report: September 22nd

Blog: Official Sony U.S. Playstation Blog
Blogger: Posted by Jeff Rubenstein // Social Media Manager
Post Title: PlayStation Around the Web: What We Read
Date: September 20, 2009
Link: http://blog.us.playstation.com/2009/09/playstation-around-the-web-what-we-read-67/

The main topic at hand since the first day of class has been about social media, and how web 2.0 is changing PR. Here I felt was a perfect example of how a company is using Web 2.0 to not only promote the product or brand which they are selling, but to open a dialog, weekly, with their customers. Basically, Sony rounds up a number of articles from a number of blogs around the internet and recommends them to Sony Playstation Blog readers. I decided to run some metrics on the blogs they recommended to look for trends. The first and most obvious trend was that, although all these blogs tend to remain unbiased, all the articles recommended were regarding something involving Sony or the Playstation brand in some capacity. This is not unexpected as this is the official Playstation blog, but where Sony was reading their articles of choice also interested me. So, I broke the blogs down into the following categories:
• Focused Industry Publication – examine one specific sub-culture of gaming
• Game Review Publication – a critic of video games and the culture surrounding it
• Non-industry Publication – a publication outside the video game industry
• Personal/Company Publication – a publication with emotional or corporate biases
• VG Industry Web Aggregator – a publication which collects information from all the previously mentioned publication and present that, with editorial style interpretation.

From the data we can see a few things; first, the majority of the articles come from VG review websites, which are the more traditional professional journalist outlet. Second, the only recommend one Personal/Corporate blog, which is good because these blogs tend to be biased simply due to the blog being written from a more “personal” perspective. Speaking of biases, the Focused publications only exist in half the space Review Publications do. Probably due to the fact that many focused publications may not include Sony content. Lastly, the Web Aggregators are hot on the heels of Game Review sites. Not only because they have editorials, but the web aggregators pool news from all the other sites on the web, making getting industry information that much easier. Non-industry publications tend to be National News Networks or Technology Driven Publications, which examine some aspects of gaming, not the largest group by far. Lastly, If only to appease myself, I wanted to see if there was a trend in which console Sony was promoting through recommendations.

The results yielded a 60/40 split with the PS3 taking center stage. At the current price points though, the PSP is the one more likely to suffer, as its latest iteration, the PSPgo, is only $50 (at $250) less than a PS3. It will take much more convincing marketing from Sony to justify that price point. Especially, since the PS3 has Blu-ray and can compete in multiple markets. The other refers to an article on Playstation Branded shoes, which are so limited (24 pairs), it almost seems like Sony wanted us to see something cool we can’t buy.

Blog: Set on Stun
Blogger: Shawn Deena
Post Title: Veruca Salt Alert — I WANT IT NOW — Modern Warfare 2 Limited Edition Console
Date: September 16, 2009
Link: http://setonstun.com/2009/09/veruca-salt-alert-i-want-it-now-modern-warfare-2-limited-edition-console/

The reason why this post is significant from a marketing stand point, is that this is relatively uncommon of Microsoft to not only create a limited edition, but to also make it available to the public. Most limited edition consoles are of already existing skus, which have been modified aesthetically for the release of a specific game, and is limited to less than 10 units. Instead, Modern Warfare 2 is getting a worldwide release, on a new sku of the 360 which contains a larger hard drive; as well as, an extra controller and a copy of the game at no extra cost. For Activision, the publisher and Infinity Ward the developer, it really displays the level of commitment from Microsoft, as they are developing the console for a Third-Party game. Not only will this hopefully result in a direct increase in sales for the console manufacturer, but it may even spark more sales of such custom Modern Warfare 2 accessories, which include; controllers, headsets, keyboards, mice, faceplates, and even night vision goggles?! Just when you thought a video game brand only applied to video games. There certainly is value there, by bundling the extra controller and game with the console, not only is the aesthetic appealing, but so is the price point. I have to think that this process would still be complicated for the marketing team at Microsoft, as the number of parties involved increases, over say, using a Microsoft licensed game, like the Halo 3 Edition 360. Not only are you working with a publisher and developer, but many times there are arrangements between retailers on who will actually distribute the product. A perfect example is how HMV and GameStop have exclusive rights to distribute the Call of Duty: Modern Warfare 2 Prestige Edition (not the console bundle) in Ireland and the UK, respectively. As for the bundle, it will be out November 10th, if you want to take advantage of this limited time offer.

Gaming Outdoors: GDC Austin 2009

Living in DFW is not exactly what one would consider the epicenter of video game culture. Hell, we can barely keep the businesses alive up here, but Austin on the other hand is thriving. Mostly due to the rising popularity of MMO's, Austin has become home to 46 Developers, Publishers and industry related businesses. For a guy looking to get a job in gaming, I figured I could take a quick trip down to the Austin Game Developers Conference. *Note, that figure above came from http://www.gamedevmap.com/, a must stop on the internets if your looking to get a job in gaming. How was the conference though? Not so great honestly. First off, I am not looking for a job in design and I know that this conference is specifically about design (oops!). It is a place where various artists, programmers, and companies come together and share ideas for the benefit of the industry. So going into this, a Graduate student looking for a job in Marketing or PR is a little out of place. Still I paid my $100 and was gonna hit some panels and the show floor, try to take advantage of the opportunity. Altogether the panels were interesting, I went to the Friday morning keynote, took in a panel on building a resume and website for getting a job in gaming, along with a few others. So far everything was going well, but the show floor kind of killed it for me. No one was taking resumes, especially for my position. It seems everyone has wised up and taken the online route, rather than trying to roll out of a convention with 20 lbs. of paper. Then, there were only 2 Publishers there, Bethesda and Sony. So, I threw a few business cards around, made a few contacts, but little progress. I think that if I was in design, it may have been a more fruitful experience, but I probably won't do it again. One thing I learned in the resume panel, I have a much better chance at getting a job in the industry if I can make this blog successful, so everybody follow me!

Play it NOW!: Batman Arkham Asylum

Lets face facts, superheroes and video games don't make for a tasty sunday (wordplay). Take the recent Wolverine game from Raven, sure its a movie licensed game so the constraints are different, but regardless, it ultimately is a shallow, misguided God of War clone. I liked it but I didn't love it. Batman on the other hand, LOVED IT! Here, let me count the ways:

• The new art style is fab. Sure, it isn't my favorite, but it is different. Which is great because after so many iterations of the same character, it is good to have a fresh look. The unreal engine is not without its quirks though, since everyone in that game looks like they have been doing steroids.
• Ambiance. Because there was nothing better than strolling through the cell blocks of Arkham, crushing inmates bones and ruining the Jokers night. Sound effects are spot on and voice acting is astonishing, with both Kevin Conroy and Mark Hamill reprising their roles from the animated series.

Villians, Villians, Villians are everywhere. And at no time did it ever feel contrived or simply just thrown in. Some villians made the cut as actual enemies, others you may see pacing in their cells cursing your existence as you run onto the next task and even others are just part of the database provided in game. The Scarecrow is fucking awesome!!

Speaking of the database, the Riddler challenges add a feel of investigation to the whole game, as you scour the rooms for answers to riddles, riddler trophys, audio files and the ever amusing joker teeth. Much of this time is spent in detective vision, a kind of x-ray/nightvision which will help by providing clues. In completing these challenges, it unlocks more information on enemies, art and of course Achievements/Trophies.

I know I am rambling so to wrap it up, gameplay. Much like the Riddler challenges, combat tends to be room by room. Clear that room out, and move onto the next one, a la Metroid. Now there are two true combat modes: Free Flow and Predator. Free Flow is a simple hand to hand combat mode where; one button punches, another counters and another dodges. The more attacks you string together without being damaged, the more opportunities to inflict copius amounts of pain to your enemies.

But when those enemies have guns, Batman has to stick to the shadows, after all he isn't bullet proof. So gameplay changes to a more stealthy "Predator" mode, where you swing between gargoyles, hide in grates and use your various gadgets to eliminate your opponents one at a time. Also, as you eliminate these thugs, the Joker will taunt the remaining ones until the last guy is pissing in his pants in a corner.

Long story, short answer: It makes you feel like Batman and if thats what your about, go play it now.

*All images are the result of a Google image search

Blog Report: September 15th

In my PR course, I have the pleasure of reviewing a number of blogs and since I want to do PR for a gaming company, I chose some blogs related to the industry. Just thought, since these are already written, I might as well post them for all to see.

Blog: Official Sony U.S. Playstation Blog
Blogger: Asad Qizilbash // Marketing Manager, SCEA
Post Title: UNCHARTED 2 Officially Goes Gold, Plus Sneak-Peek Cinema Events!
Date: Friday, September 11, 2009
Link: http://blog.us.playstation.com/2009/09/uncharted-2-officially-goes-gold-plus-sneak-peek-cinema-events/

For a video game, “going gold” is as important as getting a concept together for creation. Basically the game has achieved it ‘final state’ (excluding downloadable content or updates) and is ready to be pressed to discs and ship to the consumer. Drake’s Fortune 2 is easily one of the most anticipated titles for the Playstation 3 in 2009 and to a PR representative it is one of the best things you will have to announce on a given title all year. Now with only 31 days left until launch, the marketing campaign and PR responsibilities will be in full swing, as preparations are being made for its release. There have been many trade show panels, a closed beta test (which I was a part of) and trailers helping to campaign for this game, but they have released two new campaigns in the past week. On this blog post, Sony has revealed that at a number of locations, there will be a pre-screening of some in game cinemas, free to the public, “powered by Sony Electronics 4K digital cinema technology, which provides image resolution four times greater than any high-definition consumer television out there.” A new technology, not adopted by many US theaters. Not only that, but there will be Naughty Dog (development studio) employees on site for some food/drink, multiplayer competitions and the chance to win the other campaign I was referring to; a Limited Edition copy of the game, which will not be for sale retail (unlike most “limited” editions these days). The entrance requires VIP access, which will most likely require you to register with Sony to attend. But otherwise the only cost for me or you would be a plane ticket to any of the cities below. Too bad that cost is already too high…
Chicago Area – Rosemont, IL, Muvico Theater
LA Area – Thousand Oaks, CA, Muvico Theater
Seattle Area – Bellevue, WA, Lincoln Square Theater
San Francisco – Landmark Embarcadero

Blog: Set on Stun
Blogger: JP Sherman
Post Title: 5 Keys to Successful Video Game Marketing from Ayzenberg Group’s Steve Fowler
Date: Thursday, September 10, 2009
Link: http://setonstun.com/2009/09/5-keys-to-successful-video-game-marketing/

The topic of this post was a citation/summary from an article pertaining to practices which will enhance a marketer’s ability to relate to their consumers. It was posted by Steve Fowler of the Ayzenberg Group, a Ad Agency with some well known clients like Turbine, Konami, Lucas Arts, Ubisoft and Microsoft. Steve offered the following insight:

Identifying Emerging Trends

Understand that the community in which a majority of your marketing prowess will be geared towards what many consider the ‘early adopters’’. Many of your consumers are equally if not more informed about your product than you may be, and it is important when communicating, this is recognized.

Utilizing Social Media

Know that your consumers will be receiving information from many unconventional channels, IE: blogs, twitter, Facebook or MySpace. Even word of mouth has become easier through social media. Some things to consider when using these channels include:

• Be authentic
• Be a part of the conversation
• Add value
• Crave criticism and feedback
• Be Active

Think Beyond the Click

Work with agencies under a common scope. Understand that not every ad campaign is measurable in the number of hits and there may be some times where a campaign should be allowed to fail. Also, know that the communication between an agency, yourself and the client is vital to the success of the campaign.

Activate Your TV Spots

Engage your consumers in actively becoming part of the campaign. TV is and will always be a successful medium for advertising, as long as it is used effectively. One way to do this is by referencing a continuation of the commercial after its completion by directing them to something on-line, where the consumer has a way to keep that communication channel open at their discretion.

Trailers are Important

These are the viewing panes in which you convey the games mechanics and narrative over a 60 to 90 sec interval. Things like these are extremely important in building a foundation on which the game can say “this is what I am all about”. If done correctly will peak consumer interest in the idea.

• Adding Value to the Marketing Message.
• It’s no longer true that just being talked about is successful marketing.
• Embrace the Mobile Platform

The last 3 are repetitious or added by Sherman, but the core is explored here and it seemingly points to the fact that a marketer’s greatest aspect is the passion he/she has for the product they market. People are much more informed than they were in the past and if they are lead to believe that they are somehow being manipulated, they will be turned off by anything you have to offer. It is important to leave your consumers with the feeling that they have a voice and a 2 way communication channel exists for the product that peaks their interest.

The Art of Gaming: Mundo

Known on DevianArt.com as *chilin, this artist out of El Salvador has a taste for fighting game fan art and if you haven't figured out yet, I am a huge fighting game fan. Not only that, but as you can see from his profile above, his style is very pulp anime, which makes for some pretty awesome pieces. His fanservice is fantastic, but his original works are also inspiring. Check out the Fenrir piece, it was less game related and NSFW so I didn't include it in the slide show, But it is EPIC! Please stop by his space @ http://chilin.deviantart.com/

State of the Industry: You Killed It!

Oh Sega, remember way back when you used to make hardware and there came this little white hope that would usher you in a new generation of on-line home video game consoles? And then you killed it before it had a chance to blossom?!! Well, I have not forgotten and with the 10 year anniversary coming up for the Dreamcast (9/9/09), I felt it would be appropriate to pay homage to the under appreciated genius of it.




From its quirky logo and ridiculous controller cord, the Dreamcast had all the potential in the world of becoming the next big thing, until Sony stole its thunder and sent Sega running to the software industry like no tomorrow. Sure, you still make arcade games Sega, but the idea of a home console designed by you seems like a distant memory. Speaking of arcade games, that is why I fell in love with the Dreamcast in the first place, because of how many of Sega's best arcade titles were so easily ported. I could go into an endless list of fighting games that made the system great, but rather, have chosen to explore some of the other unique games which made the console great. This is not a list of the best games the system had to offer. Its more of a list of the games that I remember fondly. Enjoy!



Sonic Adventure - has to be the last Sonic game that I not only played all the way through, but enjoyed at the same time! Think about it, when was the last time anyone could say that about a Sonic game? The characters were fantastic and the 3D models really got me excited about the Dreamcast's potential. Despite a unique take on traditional platforming of the series, the sense of speed was still fantastic. Don't forget the portable memory mini-game involving the Chao, probably not Sega's greatest idea, but ambitious. Sadly, Sonic would only begin to age worse as time went on and until they go to a 2.5D High Definition Sonic game, I wish this mascot the long sleep he deserves. If only to keep them from making another Wii game...




Jet Grind Radio - looking into how games have changed over the past 10 years, cel-shading has become almost common place. There are even new designs types to the genre of cel-shading as Gearbox Studios tries to interpret it differently (Coined "Concept Art Style") or Mad World, who did it all black on white with a red motif. Though anyway you slice it, Jet Grind was the first to do it in my memory and it fit perfectly into the DJ/Raver generation in which it was released. Racing around the shopping district of Shibuya, tagging, picking fights with rival gangs and the police were the staple of Jet Grind. And Beat with his iconic goggles, gigantic headphones and personalized t-shirt earned him a place in Sega's history.

Seaman - where do I begin with this monstrosity. Seaman was like a bad acid trip where somebody took the business model of a tamagotchi, the face of a Japanese salary-man and the personality of Oscar the Grouch, then slapped all this on a fish. Finish by having Leonard Nemoy narrate, now you have one of the most interesting games to date. The objective of Seaman was raise this little guy from a tadpole like state to a full amphibian, legs and all. But the charm came from your interaction with Seaman, where through a microphone you could teach your seaman to talk, respond and eventually critique your personal flaws. Ignore the game long enough and you would be greeted by one pissed off fish. Tell him to "eat shit" and he would defecate on your TV. Like I said, charming...





Soul Calibur - Fall in love with 3D fighters all over again. That is how this game came to the marketplace and sucked a couple hundred hours out of my life and and the lives of my friends. Sure, it is probably the easiest 3D fighter out there or at least the most approachable for the masses. But that only made it more entertaining, since anyone gun shy was immediately won over. The hardcore had to love it anyway, since it offered a ton of content ranging from a plethora of diverse characters, alternate costumes, unlockable art, multiple fight modes and lets face it, Ivy's breast. Stop looking at me like that... I mean, you played this game too, right? Nuff said.







Power Stone 2 - For round 2 on Capcom's 3D fighter, they added support for one of the best multiplayer functions to date, up to four challengers. This made the replay value on versus battle extremely high, packed with frantic multiplayer and some ridiculous brawling. Plus, adding new level designs, character models and weapons that dropped, helped to make the game feel fresh over its predecessor. I enjoyed this game much more than Smash Bros at the time, not only cause of the 3D environment, but I felt the graphics put Nintendo to shame. 10 years later Smash Bros has become Nintendo's competitive fighting game, while Power Stone is subjected to becoming a collection on UMD, for shame.

Marketing 101: Wolfenstein

Trying something new again. After the last State of the Industry, I figure the concept of analyzing how publishers market their games would be a good monthly post for a marketing student to have. Lets get started with Wolfenstein, a spiritual successor to the classic FPS.

An Unusual Proposal
At 7:51 AM on Aug 11th a tweet from Lead Designer at Raven (the studio who developed the game), Manveer Heir, bought the game some free marketing; "Here's the deal folks: if Wolfenstein outsells Madden 10 in August I will personally pay for your copy (keep your receipt) - SPREAD THE WORD". Sounds crazy right? Not only does Madden have a cult following and massive marketing budget, but last year alone the 3rd quarter sales nearly reached 3 Million units! But looking at the release date of this game and the ad campaign leading up to it, crazy may have been the only option.

Airtime
Going to the official website, you can see that the game has been featured on the cover of 7 magazines worldwide, and offered a slew of contests to promote a strong community and drive pre sale numbers, but how come many people seem oblivious to its existence? Many of my friends seemed unaware of the release date. And with so many opportunities to reach the consumer, I felt that despite the effort made, there were some missed opportunities. take for example the re-release of Wolfenstein 3D on both PSN and Xbox Live. Why was this not a vehicle to increase consumer awareness for the sequel coming out in 2 months? I understand it was not published by Activision, but Id Software would probably have given their blessing with just a few phone calls. And why have I still not seen ONE commercial on TV? Sure, Hulu is running the ad, but it is a 30 second clip that really does nothing except display it as another generic shooter. This does nothing to differentiate it in the marketplace, nor provide "core" gamers a reason to pay attention. Did Activision fear that boosting sales of this game would some how affect their sure bet that is Modern Warefare 2? No one can say for certain, although many have opinions and more than anything, I wish there was a driving force out to try and make this game a success.

What's in a Name?
Maybe its just me, but I think the hardest sell on this game comes from it's generic name. Through playing the game, it does alot of things right, brings some fresh elements to the universe that is Wolfenstein and takes chances in expanding on the commonality of an FPS. It has a version of bullet time or magic called "the veil", there are open world elements combined with linear level design and even some leveling mechanics with your weapons. But, just seeing that title makes me think of the early 90's, where I am running through grey hallways looking for mecha-hitler and I have to wonder if the average joe walking in to the local game store to buy the next Call of Duty is going to look at that game and share that sentiment. Maybe they could have put some creativity into the title by using the ever popular colon, example: Wolfenstein: Journey through Isenstadt or Wolfenstein: Crossing the Veil, heck I personally would have enjoyed Wolfenstein: Kill More Nazis, at least that would catch some extra attention. But just Wolfenstein? Like its a new IP and that is supposed to excite gamers? Even the 2nd iteration used this, going from Wolfenstein 3-D t0 Wolfenstein 3-D: Spear of Destiny.

Did it break a studio?

Recently, a press release coming from Activision confirmed Raven, laid of 30+ employees. Kotaku received news from an insider who claimed this lay off may have been due to lack luster sales. Others say that like many studios, after releasing two games, they have to shed some excess employees and then staff up again once they start the next IP. You can view the article here @http://kotaku.com/5346302/raven-hit-by-layoffs-some-point-to-lackluster-wolfenstein-sales, and make your own speculation. Regardless, I feel that the IP and the studio are not going to be as successful, as their potential warranted, without a much more robust marketing campaign.

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*The following pictures are a result of a Google image search

Play it NOW!: Shadow Complex

I am not going into the details on this one, its really a no brainer (despite the political controversy). Do you like the idea of a 2.5D Metroid, with fantastic level design, interesting game mechanics and golden guns; Hell, do you like the idea of getting the content of a disc based game for $15 from the convenience of your couch?! BUY IT NOW!!!

Sorry for the lack of activity

Just moved into a new place with the GF and haven't had much time for the blog. But now that we are somewhat settled in, I can turn my attention back here some more. Expect some new posts over the next week.

The Art of Gaming: Justin Buonvino

That is right, its time for another iteration of The Art of Gaming, and today we're looking at an artist who seems to fit right in with the 8-Bit Vigilante's style. Justin Buonvino, long time resident of "Urf", has been using his talent to twist Nintendo classics, making them fit a reality much like our own. The slideshow is full of familiar faces and there are even some showing up in places that you may not expect. Justin also has a series of Perler beaded characters which you can view on his devianART page @ http://nes--still-the-best.deviantart.com/. Enjoy!