This year's Electronic Entertainment Expo wasn't just the video game industry's largest event. It also marked a reflective moment when all participants in the business of making games could take a step back and see how far the industry has come in such a relatively short amount of time. It also provided an opportunity to take a look at both where the industry is going, and also its greatest shortcomings. With that in mind, we asked several developers, publishers, console manufacturers, and editors to weigh in on the video game industry and give insight into what's wrong, what's right, and where they see the industry going.
Start by watching our series of on-camera developer interviews filmed with developers of games on all platforms, online and off--Troy Sims of LucasArts; Gordon Walton and Rich Vogel of BioWare Austin; Josh Fleming of Warner Bros. Interactive Entertainment; David Kaemmer of iRacing.com; Matt Cox of 5th Cell Media; Kazunori Yamauchi of Polyphony Digital; Jamie King of 4mm Games; and Akitoshi Kawazu of Square-Enix. Then, follow along below with interview responses from Phil Spencer of Microsoft Game Studios, Jack Tretton of Sony Computer Entertainment America, and Nick Earl of EA Games. And finally, check page two for our own editors' responses.
Phil Spencer | General Manager, Microsoft Game Studios
What's wrong with the industry?
There are too many games, I see, that don't really strive to stretch the envelope creatively. We seem to have hit this glut, to some extent, of people following tried-and-true, existing formulas and not trying to challenge themselves with every release--to really change consumer expectations and to wow people and really delight them.
What's right with the industry?
This E3 for me was really exciting because we saw three platforms that have been out for a while and [have matured]. I think what we've been able to do is show that we're not in any real midlife crisis here. We're kind of at the beginning. How many consoles, three or four years into their life cycle, are now beginning the upswing to something completely new? Our ability to innovate as an industry on top of the work that's already out there, I think that shows great promise for the future.
Where do you see the industry in five years?
Looking at online, and for us that means Live, as the platform itself and starting to think about things like the 360 and other devices connecting into Live. And Live as the backbone infrastructure--it's where I buy things; it's where I get my entertainment and media. That's the future for us. We get really fixated on hardware and what number is next to my piece of hardware, when in reality, I believe the network and the connection in something like the Live service will be the thing we really see as the backbone for our entertainment.
Jack Tretton | President and CEO, SCEA
What's wrong with the industry?
We're still in our infancy stage when compared to other industries, and as a result, we haven't truly gotten the credibility we deserve. We're often compared to industries that are not of the same size or scope or as diverse in its customer base, like the film or TV industry.
We also could do a better job of adopting the attitude that one company's rising tide is potentially very good for all in the category.
What's right with the industry?
The industry is definitely more diverse today, and it accommodates more consumer interests than ever before. You've got multiple companies being successful with completely divergent approaches to the market. This is apparent not only on the hardware side, but also on the software side, with casual game development being paralleled with state-of-the-art, heavily invested, and high-definition game development. It's a great time for everyone in the industry to really come at it from many different angles. The field has never been as broad as it is now.
Where do you see the industry in five years?
We'll continue to see further maturation and growth towards the credibility I spoke of earlier. The industry will continue to embrace new innovation and technology at a faster pace than ever before, and we will be less focused on traditional forms of entertainment. Rather, we will push out-of-the-box thinking that focuses on creating a whole new kind of interactive entertainment experience for consumers. The days of being seen as just a toy for kids will be permanently in the rearview mirror.
Cammie Dunaway | Executive VP Sales and Marketing, Nintendo
What's wrong with the industry?
"Right" and "wrong" are subjective terms and usually differ, depending on whom you're asking. Ultimately, consumers decide whether the choices a company makes are interesting and worthwhile to them.
What's right with the industry?
For our part, Nintendo has been a pioneer in setting the standard for precision-motion controls. We have made motion control and social gaming realities today. Additionally, the Wii has already expanded the audience through an overall experience that is equal parts game, interface, and social play.
It's good news that the industry seems to have accepted the idea that games can be for everyone. And because more people than ever are playing games, companies and developers are motivated to create new concepts and fresh approaches. Just look at some of the hits from recent years: Brain training and fitness games are right alongside more traditional fare. This is key for the overall growth and health of the industry.
It's also a positive that games are becoming more social. People are playing together now more than ever before, and that includes individuals playing in the same room and those who are getting together online in games like Mario Kart Wii.
Finally, consumers are becoming more discerning. They are interested in how they interact with their games and how those games make them feel. Other considerations are secondary.
Where do you see the industry in five years?
While the industry's direction is in the hands of consumers, it's likely that current trends will continue to grow. For example, video games will become increasingly interactive while being accessible to as wide an audience as possible. And as more people pick up the controller, it means that games will become increasingly social. Finally, we expect that customization and personalization of games will remain popular. This trend will manifest itself in a variety of ways, from simple user-generated content like making Mii characters to people creating entire levels or games on their own.
In a very broad sense, the same forces that have driven the market will continue to do so moving forward: innovation and hit software. Innovation is always tied to gameplay--no one bought a Wii Remote to sit and hold it; they wanted to join in playing Wii Sports. Consumers are looking for the best value for their entertainment dollar.
Nick Earl | Senior Vice President, EA Games Label
What's wrong with the industry?
With all that is going right about the expanded availability of games to new audiences, we still make the core experiences way, way too remote and challenging. We produce enormous amounts of content that never gets seen even by core gamers. It's expensive, it's futile, and it hurts the business of making games, which in turn could slow or even reverse the good that's coming with the proliferation of casual games.
The time is right to come up with mechanisms, designs, and methods to allow casual and non-core gamers to experience all that we produce.
What's right with the industry?
With the sudden and explosive growth of casual games, the Wii, the DS, music, and browser-based games, the industry finally seems to be emerging out of the hidden recesses of niche entertainment and into the mainstream. Dinner-party guests regularly gravitate to Rock Band sessions where previously they would have never ended up playing video games. Parents play Wii games with their kids for the first time in their lives. Millions of casual gamers log on to the many free-to-play Web sites and launch thin-client and browser games on a daily basis even though they have never owned a video game console.
To see this new, varied diet of electronic entertainment being consumed by more and more people every day is not only a validation of the raw power of gaming, but also a glimpse into the future growth of a medium that can touch millions more people in a positive way.
What's right with the industry is that it has embraced this opportunity and opened the door. By simplifying controllers, collaborating with other media such as music, reducing the complexity of a typical gaming experience, and establishing a whole new range of business models, gaming is now available to so many more people in the world. That is pretty exciting, and it's a hugely important development in our industry.
Where do you see the industry in five years?
I see the industry as the most important media, both in terms of number of new consumers and innovation. I see the majority of games being delivered directly to the players, the way that music has evolved. I see more and more communities built around game franchises. I see new devices that will allow new and different forms of interaction with games, bring in new players, and create deeper, more rewarding experiences. Most importantly, I see the overall consumer value of video and computer games being far greater than what we provide today, and any other entertainment options available at that point in time. It is an exciting time in gaming, and it is going to be an incredible few years ahead.
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