We have witnessed video game “console wars” since the 1980’s. In every battle for supremacy only one common rule has applied: games are supposed to be fun.
The winner of the console war has the largest user-base containing hardcore gamers, “fan boys”, casual gamers, “me too” trend followers, and your average consumer.
Graphics and sound were the themes of the 4th through 6th generation of console gaming (16-bit console era and beyond). Each new console produced revolutionary visuals and sound quality. Today’s gamers request a slightly different primary feature: multi-user network-centric gaming. Mind blowing graphics and sound are merely the foundation for a new product and are assumed to be of the highest quality.
Multiplayer gaming is fun and video gaming is all about the fun. This year at E3 Nintendo made it clear that they are building a gaming machine that revolves around fun games. Graphics are important, but they are not the primary reason a person buys video games anymore (especially with games costing $60.00). Once upon a time eye candy could sell a game, but as all systems “candy” starts to blend together we feel the urge to move on from immaturity and start looking for games with content, game play, and fun factor. In a sense, we’re starting to go back to our roots. We are starting to grow up.
At the 2006 E3 conference we were given the privilege of seeing how the three major vendors plan on tackling the 7th generation of gaming. All three companies held a press conference to describe their views of the 7th generation of gaming and how they plan on being competitive in the market.
Microsoft hit the stage with enthusiasm and demonstrated the power of their Xbox 360 console system. Although the system has been out for seven months Microsoft was able to put on a great show and describe their plans for the future. Microsoft understands the demands of the customer by providing a network model for bringing Xbox 360 gamers, PC gamers, and mobile phone gamers together.
Nintendo produced a wild demonstration of their new Wii console and controller technology. Nintendo does not plan to revolutionize gaming, they plan on evolving gaming by bringing it to areas that are new and uncharted. Their console is built on fun, and built for the entire family. The press conference was exciting and invigorating. This company understands that the demographics for today’s gamers are mid-thirties and that they want to buy a quality system with quality games and a touch of retro gaming thrown in for nostalgia. These “thirty somethings” also have kids and everyone knows that kids love games.
Sony conducted a press conference that involved justifying their products existence. The presentation contained justification for why the Blu-ray was the disc of the future and that their powerful “cell” processor was going to crush any chance for competition. The controller was touted as a “fantastic innovation” for Sony, however the technology has existed since 1999 when Microsoft and Logitech started shipping joysticks with the same abilities. The product itself seems desirable except for its $499/$599.00 price tag.
All the new 7th generation systems are talking about multiplayer networking. Microsoft has proven it and is ready to expand it, Nintendo has spoke a little about how they plan to implement it, and Sony says they’ll be doing it too. That covers the main features for today’s gamers. The consoles all have great graphics, and even though Sony’s system is almost two times more powerful then the Xbox 360 it’s nearly two times the cost. Processors are at the level now where a system that’s “two times” better then another does not make it a big deal breaker. People want games that are fun and worth their hard earned cash.
Of course Sony may fail at their attempt to make gamers buy an overpriced Blu-ray device. Sony is repeating the mistakes of many console vendors of the past: creating hardware for the future before it is in demand. The Atari Jaguar had “64-bit” technology before anyone else, and the Sega-CD “revolutionized” gaming by trying to use mass-storage like the 3DO system when CDROM access times were horrible and cartridge based games were still desired. All of the attempts have failed because the market was not ready (the US market anyway). A gamer wants to buy games and use their console for gaming entertainment. Gamers do not need to spend additional cash to replace their TiVos, ipods, and media centers unless it’s an optional add-on upgrade in the future when their current devices get old, crusty, and out-of-date.
The average gamer is in their mid-thirties. Many of these adult gamers understand the value of a dollar and have a firm grasp on technological trends. The trend is simple: new technology arrives and costs a ton of money, then prices lower as newer technology hits the market. Developers are not screaming for larger removable disk capacity, yet Sony is forcing a consumer (and developer) to purchase a high capacity Blu-ray device “for the future.” By the time Blu-ray and HD-DVD’s are needed for gaming we will be in the 8th generation of console systems. Why force it on us now? My belief is that Sony wants the Blu-ray device to succeed immensely and if they can hide sales figures in their PS3 then they can justify its existence.
The key to success is “plug and play” upgradeability. Macintosh and PC’s have been using this strategy for years and it has proven successful. Microsoft created a console system that can expand out to HD-DVD, extend disk capacities, and has a low-end core system that can be upgraded to match that of the premium system. These two systems are the same at the core, but one is sold with half the accessories. Customers understand their upgrade paths and can calculate the cost associated with buying parts one by one to buying them in a bundled premium. To “future proof” a device one should build it to be expanded out as technology becomes cheaper and more available. Expensive technology that is too young for the market should not be forced upon the consumer.
We cannot continue to define “next generation” technology by pure horse power. It is time to mature and realize that “next generation” is defined by innovative ideas that are driven by the need to make games more enjoyable. This is an entertainment industry and it should be driven by companies that want to bring consumers new concepts and ideas that are designed by thinking “outside the box.” Repainting a console and upgrading the chips does not constitute a leap to the next generation. Don’t attempt to justify to the market that your product is fun based on the fact that it is faster then your competitors.
CodeMonkey
The winner of the console war has the largest user-base containing hardcore gamers, “fan boys”, casual gamers, “me too” trend followers, and your average consumer.
Graphics and sound were the themes of the 4th through 6th generation of console gaming (16-bit console era and beyond). Each new console produced revolutionary visuals and sound quality. Today’s gamers request a slightly different primary feature: multi-user network-centric gaming. Mind blowing graphics and sound are merely the foundation for a new product and are assumed to be of the highest quality.
Multiplayer gaming is fun and video gaming is all about the fun. This year at E3 Nintendo made it clear that they are building a gaming machine that revolves around fun games. Graphics are important, but they are not the primary reason a person buys video games anymore (especially with games costing $60.00). Once upon a time eye candy could sell a game, but as all systems “candy” starts to blend together we feel the urge to move on from immaturity and start looking for games with content, game play, and fun factor. In a sense, we’re starting to go back to our roots. We are starting to grow up.
At the 2006 E3 conference we were given the privilege of seeing how the three major vendors plan on tackling the 7th generation of gaming. All three companies held a press conference to describe their views of the 7th generation of gaming and how they plan on being competitive in the market.
Microsoft hit the stage with enthusiasm and demonstrated the power of their Xbox 360 console system. Although the system has been out for seven months Microsoft was able to put on a great show and describe their plans for the future. Microsoft understands the demands of the customer by providing a network model for bringing Xbox 360 gamers, PC gamers, and mobile phone gamers together.
Nintendo produced a wild demonstration of their new Wii console and controller technology. Nintendo does not plan to revolutionize gaming, they plan on evolving gaming by bringing it to areas that are new and uncharted. Their console is built on fun, and built for the entire family. The press conference was exciting and invigorating. This company understands that the demographics for today’s gamers are mid-thirties and that they want to buy a quality system with quality games and a touch of retro gaming thrown in for nostalgia. These “thirty somethings” also have kids and everyone knows that kids love games.
Sony conducted a press conference that involved justifying their products existence. The presentation contained justification for why the Blu-ray was the disc of the future and that their powerful “cell” processor was going to crush any chance for competition. The controller was touted as a “fantastic innovation” for Sony, however the technology has existed since 1999 when Microsoft and Logitech started shipping joysticks with the same abilities. The product itself seems desirable except for its $499/$599.00 price tag.
All the new 7th generation systems are talking about multiplayer networking. Microsoft has proven it and is ready to expand it, Nintendo has spoke a little about how they plan to implement it, and Sony says they’ll be doing it too. That covers the main features for today’s gamers. The consoles all have great graphics, and even though Sony’s system is almost two times more powerful then the Xbox 360 it’s nearly two times the cost. Processors are at the level now where a system that’s “two times” better then another does not make it a big deal breaker. People want games that are fun and worth their hard earned cash.
Of course Sony may fail at their attempt to make gamers buy an overpriced Blu-ray device. Sony is repeating the mistakes of many console vendors of the past: creating hardware for the future before it is in demand. The Atari Jaguar had “64-bit” technology before anyone else, and the Sega-CD “revolutionized” gaming by trying to use mass-storage like the 3DO system when CDROM access times were horrible and cartridge based games were still desired. All of the attempts have failed because the market was not ready (the US market anyway). A gamer wants to buy games and use their console for gaming entertainment. Gamers do not need to spend additional cash to replace their TiVos, ipods, and media centers unless it’s an optional add-on upgrade in the future when their current devices get old, crusty, and out-of-date.
The average gamer is in their mid-thirties. Many of these adult gamers understand the value of a dollar and have a firm grasp on technological trends. The trend is simple: new technology arrives and costs a ton of money, then prices lower as newer technology hits the market. Developers are not screaming for larger removable disk capacity, yet Sony is forcing a consumer (and developer) to purchase a high capacity Blu-ray device “for the future.” By the time Blu-ray and HD-DVD’s are needed for gaming we will be in the 8th generation of console systems. Why force it on us now? My belief is that Sony wants the Blu-ray device to succeed immensely and if they can hide sales figures in their PS3 then they can justify its existence.
The key to success is “plug and play” upgradeability. Macintosh and PC’s have been using this strategy for years and it has proven successful. Microsoft created a console system that can expand out to HD-DVD, extend disk capacities, and has a low-end core system that can be upgraded to match that of the premium system. These two systems are the same at the core, but one is sold with half the accessories. Customers understand their upgrade paths and can calculate the cost associated with buying parts one by one to buying them in a bundled premium. To “future proof” a device one should build it to be expanded out as technology becomes cheaper and more available. Expensive technology that is too young for the market should not be forced upon the consumer.
We cannot continue to define “next generation” technology by pure horse power. It is time to mature and realize that “next generation” is defined by innovative ideas that are driven by the need to make games more enjoyable. This is an entertainment industry and it should be driven by companies that want to bring consumers new concepts and ideas that are designed by thinking “outside the box.” Repainting a console and upgrading the chips does not constitute a leap to the next generation. Don’t attempt to justify to the market that your product is fun based on the fact that it is faster then your competitors.
CodeMonkey
