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Wednesday, February 25th, 2009

    Time Event
    10:14a
    An Industry Is Booming, but Not Just for Gamers

    LAS VEGAS — If the state of a media business can be measured by its capacity for self-satire, then perhaps video games are the healthiest precinct in all of entertainment.

    By that measure, it was a sign of supreme confidence that roughly 600 top game executives and designers could not stop laughing here on Thursday when the comedian and actor Jay Mohr laid into them as host of the 12th annual Interactive Achievement Awards, the Oscars of gaming.

    In a performance that would certainly be rated M for Mature, Mr. Mohr spent far more time roasting the game industry than celebrating it. In one segment he skewered the paucity of women at the ceremony (pointing out that it would be a great place to find a lonely millionaire), then joked about how few blacks were in the room. At that point the cameras zoomed in on perhaps the only black woman in the audience, Denise Kaigler, a top executive at Nintendo of America.

    The real joke, which was probably not lost on Mr. Mohr, an avid gamer, is that Nintendo is dominating sales charts and making more money than anyone in the business these days. Likewise, it was easy for the room to laugh at itself, given that total sales of games and related hardware in the United States grew by almost 20 percent last year, to more than $21 billion.

    The awards are handed out here during the industry’s annual DICE Summit. DICE, which stands for Design Innovate Communicate Entertain, is one of the year’s most important events because it brings together the industry’s top minds in a low-noise environment, literally and figuratively. (By contrast, the Game Developers Conference in San Francisco next month is essentially a 15,000-person job fair, and E3 in Los Angeles in June is scheduled to return to its roots as an extravaganza expected to attract tens of thousands.)

    The overall mood at DICE, while confident, was not giddy. And that is because the industry is growing in ways that are significantly different from the past. Those shifts are creating new opportunities but are also forcing difficult changes on some of the more traditional players.

    Perhaps the most succinct encapsulation of those changes was in a presentation by Anita Frazier, a toy and video game analyst for the market research firm NPD Group. Walking through data showing that a majority of Americans now play some sort of video game, Ms. Frazier said that perhaps it no longer made sense to use the term gamer as it has traditionally been used.

    In both industry and mainstream thought, “gamer” has often meant some separate, sunlight-deprived, caffeine- and pot-fueled subspecies of human being. Ask a homemaker who spends an hour every night playing Bookworm, or an office worker who always has Minesweeper open, or a young family that plays Guitar Hero or Wii bowling if its members consider themselves gamers, and they will almost invariably deny it.

    As Ms. Frazier said, most people don’t refer to “movie watchers” or “television watchers” (or “music listeners,” for that matter) as distinct demographics. Rather, there is a recognition that people of all ages and incomes and from all walks of life consume all sorts of films, television and music as a part of their regular media diet. Similarly, “gamer” is losing its meaning as a demographic or sociological identity except in the sense that all different kinds of people now play all different kinds of games.

    The game developers who are doing best these days are the ones who recognize and embrace that. The products coming from companies like Nintendo (the Wii and portable DS), Activision Blizzard (Guitar Hero, World of Warcraft) and Rockstar (Grand Theft Auto) are very different in style, yet they are the same in that each has been conceived, realized and marketed not as games for gamers, but as mainstream lifestyle entertainment. Just as Miley Cyrus and 50 Cent are both mainstream, so are both Wii Play and Grand Theft.

    The truth is that many in the industry, like many nerds, still have a bit of an inferiority complex: they can’t quite believe that with a small makeover, they could potentially appeal to women and regular people of both sexes. Major companies like Microsoft and Sony are playing catch-up in thinking of potential customers not as gamers but as everyone.

    As Jay Mohr pointed out, the industry itself is still dominated by a very narrow demographic of white and Japanese tech guys. Of course a confident, growing business ought to be able to laugh at itself, but the serious fact is that the audience has become far broader, and that the people making big money in games have figured that out.

     

     

     

    10:15a
    GREY HAIRS - HIGH SCORES

    Those who grew up in the days before computers and video game systems in every house must sometime hide their gaming passions

    They hunch over keyboards and consoles in the dark of night, sacrificing sleep to pursue their hobby while the rest of the household slumbers.

    Many co-workers and friends don’t know about their pastime because they keep it quiet for fear of mockery, and spouses tolerate their interest rather than celebrating it.

    They are the “grey-haired gaming generation” - anyone over 35 who grew up in the days before there were computers and video game systems in every house - and a new study examines how they indulge a passion that’s often viewed as “inappropriate for their age.”

    “It’s more in secret,” said co-author Jeffrey Wimmer, a research fellow at Germany’s University of Bremen. “Usually, people don’t walk around saying, ’I’m a heavy gamer’ or ’I’ve achieved level 60 right now in World of Warcraft.’ It’s totally different from other hobbies.”

    Lingering stereotypes link gaming with teenage male culture and prevent many older gamers from publicly embracing their interest, he says, leaving them to find like-minded communities online instead of in their everyday lives. Work, family and other responsibilities force many older gamers to play late at night, says Wimmer, and he was surprised to find previous research suggesting they play longer hours than their younger counterparts.

    “Game designers and publishers are really seeing the broader market for games,” said Nicole Helsberg, director of public relations for the Entertainment Software Association of Canada. “Games aren’t just for 18-year-old males, they’re for all demographics, including women, seniors, people in their 30s and 40s.”

    The German study included 21 gamers ranging from age 35 to 73, but the researchers found only two female participants, aged 68 and 73. Most worked full-time and had above-average education, while all but five lived with a partner and 11 were married with at least one child.

    Many of their spouses were less than enthusiastic, but offspring tended to view their gaming as “unusual and cool,” Wimmer and his co-authors write, and it provides a way to bond with children and grandchildren.

    “The new generation of games are easy to use and that’s why it’s a breeding ground for intergenerational gaming,” he said, mentioning Nintendo’s Wii as a good example. “This was a very positive example of what games can do. It’s not always about isolation and leisure, it can also have positive social effects.”

    Gaming became a family affair in Nicholas Muehlen’s Toronto home after he and his wife bought a Nintendo 64 gaming system a dozen years ago when they were dating and became jointly hooked, he says.

    “I loved it. I thought it was the coolest thing since sliced bread - it was so much fun,” the 50-year-old sous-chef said, adding that some acquaintances didn’t see the charm. “At the time, a lot of people were like, ’It’s a video game, it’s for kids. It’s a waste of time.’”

    Now, the couple has one Xbox in the living room and another in the bedroom, allowing them to play together with a close-knit group of friends they met online. When Muehlen’s grown son and daughter visit, they often join him for a game, and he considers himself lucky to have a spouse who shares his passion.

    “Karen being a gamer is very cool because I don’t feel guilty about saying I want to play video games because she’ll be like, ’Okay!’” said Muehlen, who lists the Halo, Gears of War and Call of Duty series as his favourites. “I don’t feel like I’m stealing time from her.”

    Half of Canadians over 18 have played a video computer game in the last month, according to figures from the Entertainment Software Association of Canada, and 57 per cent of parents play with their children. The average age of adult gamers is 40 and the gender split is nearly even, with men accounting for 51 per cent of grown-up gamers.

    “It’s not just for the young. It’s a good way to entertain yourself and not just a waste of time,” Muehlen said. “It’s fun - it’s as entertaining as any movie, plus you get to interact online with real people. It keeps the brain working a little bit, rather than sitting on the couch.”

     

    10:16a
    Young execs shun online games to focus on work

    AZEROTH, the fictional world of popular online game World Of Warcraft (WoW), will have to make do with fewer paladins and mages.

    Young executives who are avid fans of online role-playing games such as WoW and Defense Of The Ancients (Dota) are cutting down their gaming activities to make room for the real world. While employers recently said that they are not prejudiced against workers who play such games, the executives are not taking chances.

    Audit assistant Alan Huang, 25, felt he should concentrate on his work instead of games. He returns home at around midnight every day.

    He worries that spending time on the game may affect his work performance or, worse, cost him his job.

    'I have to be in the office by 9am the next day, so I simply have no time for the game on weekdays. If I play, I would be too tired,' he said. Bank executive Wong Kai Yuan, 25, who used to play WoW three hours a day, told my paper he now plays on weekends and up to only two hours a day. 'I have less free time since I've started working,' he said.

    It is not just working adults who are pulling themselves away from their gaming hobby - even students feel the need to stay away from video games and concentrate on their books instead. Mr Karthig Kunasakaram from the National University of Singapore has put a stop to his WoW indulgence for now.

    'I have to finish my assignments and study for tests,' explained the 22-year-old freshman. Others are glad that they are no longer as attached to online gaming as they used to be.

    Information-technology engineer M.L. Seeto, 27, said he has had more time to catch up with friends at movies andmeals after he stopped devoting his weekends to Dota.

    'I don't want to indulge in those games again. I would rather spend my time on other stuff, like meeting my friends and reading, ' he said.

     

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