Press Pause 07.09.07: Niche Gaming
Posted by Cory Moore on 07.09.2007
In the debut edition of Press Pause, I take a look at the big three’s strategies in the current console war, and if the new approaches will have a significant impact on the future of the gaming industry.
Hello everyone! I'm Cory Moore, the former host of The Fun Factor here at 411 Games. If you're wondering what happened to that idea…well…I had fun (no pun intended) writing about great games every week, but anybody who knows me will tell you that I have some pretty strong opinions, too. My former column didn't let me express my ideas enough, so I decided the time was right for a change in direction.
I'm no expert on the video game industry, so let's get that out of the way right now. It's a very sophisticated business, especially today, and I'd look like a fool if I told you I knew the inner workings of it. But as fans and "experts" have both suggested, it does seem as though video games continue to walk the fine line of greatness and disaster. Even so, we as gamers set expectations into overdrive, constantly wanting bigger and better things. Sometimes, I think it is best to hit the pause button and take a good look at the issues before being so quick to judge. I'm a firm believer in learning from history, so sometimes I'll focus on past mistakes and triumphs. Other times I'll provide my analysis on improving current aspects of gaming. I'll even take a look at how gaming can build towards the future. Rather than hurling garbage that has no basis in your direction, I hope I can provide you with reasonable arguments that can spark healthy discussions on topics that affect the gaming industry.
Now, on to today's subject...
There has been a lot of debate about such drastic segmentation taken to win this console war. The console giants have always targeted specific audiences in subtle ways, but in the past, a system's worth was almost always based on its horsepower and library of games. As technology has progressed, developers now have a wide array of weaponry to use in their strategies to attract gamers. Some say targeting individual groups of gamers is genius; others say it is the beginning of the end for the industry. Whatever your opinion may be, today's movement could have a major impact on the industry if it continues on its current course. So, it begs the question…
Is niche marketing the future of gaming?
Sony, Microsoft, and Nintendo all survived the last console war in one piece, and it seems as though they took the time to recharge in their respective bases. Now, they're unleashing new and different strategies to freshen up the gaming scene…
On Target
First and foremost, it is clear that Microsoft aims to take advantage of the Xbox 360's online interface right out of the box. Sure, it may cost gamers an extra $100 and a subscription fee, but they're truly getting the best online action you can ask for on a console today. Each player has his or her own GamerTag, which acts as an online identity as well as recording statistics and milestones. From sports games to quality first person shooters, there are millions of battles raging on each day. There is exclusive bonus content to download, not to mention retooled versions of classic games such as the first Teenage Mutant Ninja Turtles arcade game and the upcoming HD-enhanced Super Street Fighter II. Online technology has ensured the Xbox is no longer the redheaded stepchild of the gaming industry; it's a force to be reckoned with.
The Playstation 3, meanwhile, has aimed to build on the success of the PS2. Sony has made it clear that they want the PS3 to be the heart of your entertainment center instead of just another video game system. The PS3 doubles as a Blu-Ray player, one of the competitors in the future of DVD race. The PS3 is also expanding its online interface this fall, when it will launch the full version of the Playstation Home network. This feature acts as a portal to your online experience, allowing you to create your own avatar, customize a virtual apartment, and mingle with players outside of gaming battles. The PS3 has a lot of ground to make up, but Sony has a tremendous amount of resources to do it with.
The system that has received the most positive press so far has been Nintendo's Wii. Long considered the maker of the ‘kiddie' system, Nintendo took a huge risk with its remote-shaped controller's motion-based games. The pack-in title, Wii Sports, has been the only noteworthy game to praise so far, but people have yet to stop talking about the system's potential when it comes to interactivity. Nintendo's approach has appealed to everyone: kids, teens, adults, even grandparents! What the Wii lacks in online support and graphical power, it more than makes up for in providing an experience that anyone can pick up and enjoy within a few short minutes.
Is the movement real…or just a decoy?
If the consoles keep their separate identities intact, I can see a world of good coming out of it. I know you may thinking, "WHAT!?" But I think this segmentation could work because gamers would have the satisfaction of knowing exactly what they were getting. Right now, there isn't much guesswork when choosing a system. If you have enough money for a HD system for your living room, you probably have enough money to fit the PS3 in order to complete the equation. Microsoft targets the online junkie, so a guy that is still running on dial-up is not likely to entertain the possibility of buying a 360. The Wii attracts non-gamers, so you're going to buy it if you need to entertain a bunch of people that are scared to death of picking up a traditional game pad.
The segmentation could be good for the consumer in the long run, but the video game bigwigs want to make money. Despite their preaching otherwise, competition is the main source of the almighty dollar. Keeping with the status quo has always allowed the consumer to decide which console is/was the best. The Genesis and the Super Nintendo were a lot alike, but the latter's first-party selection was the deciding factor in that race. In the last two console wars, the Playstation gained the advantage thanks to exclusive rights with third-party masterpieces. If the consoles become so different that consumers can't compare them objectively, however, a solid must-have system may not surface. And make no mistake, the developers want bragging rights.
Those bragging rights are why I think the segmentation won't last. We have already seen steady signs of bridging the gap. The 360 already has the HD-DVD add-on to compete with the PS3. If both formats can coexist, the systems could be neck-and-neck in that category. Meanwhile, the PS3's online lobby sounds more advanced than XBL, so Sony could capture some of Microsoft's online audience. There are also the motion-sensing capabilities of the Sixaxis controller that could compete with the Wii Remote. And if Nintendo can get its online act straight and maybe even revamp its graphics engine down the road, the first-party games alone could deliver a competitive spark that hasn't been seen since the N64. Only time will tell, but I think the systems could stand on an even playing field by the time all is said and done.
As We Progress…
So, will niche gaming be a trend of the future? In my estimation, not as much as you may think. Most of the elements that currently set apart the new systems – online gaming, motion controls – will likely become standard as soon as the kinks are worked out. Right now, I believe Sony, Nintendo and Microsoft are using each other as an active gauge to see which ideas are successful and which concepts flop miserably. When the dust has settled, each company will have the luxury of looking at the competition's record and incorporating the successful dynamics into their own strategies. This way, the big three can promote their refined systems, attract the largest audiences possible with more traditional x-factors, and watch the profits skyrocket. Yep, that sounds about right.
Now, let us pause and reflect on today's topic…
• Microsoft, Nintendo, and Sony have taken dramatically different approaches in marketing their next-gen systems to consumers.
• If the segmentation lasts, it could be beneficial to the consumer, because gamers would buy systems based on specific preferences. However…
• The Big Three will likely scope out each others' work, adapt accordingly, and provide gamers with the best possible overall experience. Holding true to past console wars, how the competition responds will determine who wins the latest battle. The consumer still wins…and gets a lot more bang for the buck.
My Random Musings of the Week:
• My cousin visited a few weeks back and we played Super Mario Strikers for HOURS and HOURS. That pretty much cemented us getting the sequel, Mario Strikers Charged, later this month. If anyone wants to test your skills against the best, e-mail me and I'll send you our Wii friend codes!
• The BIGS, 2K's arcade baseball game, finally gives the Wii a decent sports game outside of Madden. I definitely recommend it. If you want the full scoop, check out my review here
Hope you enjoyed the debut edition of Press Pause. Feedback, questions, and comments are always welcome! I respond to everything I get, so fire away!
