I was interviewed by Andrew Collins in December’s Hyper Magazine about Social and Augmented Reality gaming. Hyper magazine is a great game monthly and a regular buy for me with its pretty solid reviews and impartial editorial for the game world as well as some forward looking features. The gaming industry is close to a precipice as games spill out into the real world (as I have blogged about many times before!) so I thought I would publish the article (and my interview on which much of the article is based) this week as the race for the augmented reality, locative game space trophy truly begins and the contestants line up on the starting grid…
- Sony with it’s NGP virtual treasure hunts
- Nintendo’s 3DS games in the real world AR launch
- a multitude of Android AR game apps in development/release and in case you missed it
- about to be released the iPad 2 with it’s dual camera support for Augmented Reality locative games and all the iPhone AR apps that will flood across
- and of course
Mid to late 2011 is going to be significant – a fun, social, locative augmented reality game nirvana. Perhaps the real battle though is going to be between locked down, TV room, single player console gaming vs open, social, locative casual AR gaming? Interview after the cover…
KINDLY REPUBLISHED © HYPER – THE MAGAZINE FOR GAMERS DECEMBER 2010
Traditional game developers are extending the gaming experience beyond what appears on the retail disc and into the social realm, rewarding players for exploring media outside of the console and the PC.
Andrew Collins takes a look at what’s on offer
Casual social networking games have exploded in popularity recently, with a bunch of casual game developers popping out of the woodwork producing low-tech but addictive games. Now traditional game developers and publishers have joined the party, seeking to adapt the trend to their own needs, and their own games.
This bleed of PC and console games out into social networking services has immense potential. There’s a whole world of cool stuff going on right now, and even greater stuff just around the corner – that has the potential to change the way we game completely.
You probably already know the most basic form of this blend of traditional and social gaming: the automatic status update. Many games now will notify your Facebook or Twitter contacts when you accomplish a goal in-game.
It’s unfortunate that this is the most recognisable example of this trend; at best, it’s annoying, and at worst, it’s annoying as hell. Do you really care that your flatmate’s cousin’s boyfriend just unlocked an achievement in FIFA 11? How do you feel when he unlocks 10 in the space of half an hour, flooding your social networking news feed?
Fortunately, developers have realised this and have moved on to integrating gaming and social networking in more interesting ways that suit us all.
WHY IS THIS HAPPENING TO ME?
Before we look at these developments, it’s worth looking at why the games industry is embracing social networking.
As we found out in issue 204, the market for casual social networking games is booming, generating ridiculous amounts of revenue for those lucky or smart enough to have a finger in this lucrative social pie.
But the learned readers of Hyper are not the only ones who have cottoned on to this fact. Traditional games developers and publishers have seen the sheer number of people drawn into this social gaming trend, and have realised that it could work for them – not as a direct source of revenue, but rather as a form of marketing.
Put simply, every time you tell your 600 Facebook friends what game you’re playing, you’re giving the publisher 600 free ads for their game, and giving the game your own personal stamp of approval. Congratulations! You are advertising space.
Gary Hayes is an expert on the relationship between games and social networking. He has a terribly long bio – far too long to reproduce in full here – with experience in TV, music, virtual worlds, game production, lecturing, and many, many other things. He’s most succinctly described as a `transmedia guru’ – someone who dwells in the overlap of different mediums.
According to Hayes, this venture of traditional gaming into social networking isn’t a short lived gimmick that just a few companies are toying with – it’s now a necessity for developers.
“From an economic point of view, given the massive rise of social games over the last couple of years, and the decline in console games generally (in June of this year there was around a 10% drop in total game industry sales, down to about $6.7 billion), traditional games developers – EA and Ubisoft and so on – are looking at social gaming as really a pretty important part of the mix that they need to be involved in,” Hayes says.
“It’s part of their survival,” he says. “There’s a quote from Alex St. John [DirectX creator and social gaming producer] who says that if a game doesn’t have a social element, it’s going to be dead before it starts out, in the future.”
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