” Life is a game “. Thus title the last out of series of the very serious Courrier International. A supplement particularly well documented since many topics related to the game are discussed: Tourism, psychology, education, research, health … Whether you recognize it or not, the game is part of our daily lives we live in a fun world.
This being said, it is also not the revelation of the year, especially for those who regularly read this blog (see The gamification at the service of retention and transformation published in 2011 ). Gamification is thus an increasingly popular practice ( Gamification: the game more than an entertainment ), whose merits are recognized in the corporate world as well ( Gamification, ever more considered to improve well-being). employees ), that within the public authorities ( Ludify public space to encourage city dwellers to practice the city? Example by street furniture ).
In short, gambling is an essential part of our lives, from Legos to Bingo, and video games are its natural evolution. The problem is that they suffer from a very degrading image: no one takes video games seriously, whereas it is a more powerful industry than cinema. And this is the paradox of our society: with the advent of smartphones and tablets, every one day, but advertisers cling to media of the last century in a very clear loss of speed (TV, clipboard …). As a result of this paradox, there are market tensions between advertisers who fail to achieve their goals despite huge budgets invested, and traditional media who categorically refuse to question themselves and demand more and more subsidies.
Yet the numbers speak for themselves: video games are at the origin of blazing flash successes:
GTA V reaches $ 1 billion in revenue in three days
Rovio executive says the firm is the company of the millennium with a full-length feature film in the pipeline
Ustwo Spends To Keep Whale Trail Flying: From Mobile Game To E-Book To Kids’ TV Show
More than ever, it is essential to understand the importance of the game in our society and especially to change mentalities: Behind the video game, it’s all our playful culture that has changed. Certainly, the video games that make the most recipes are those related to a warrior theme ( Call of Duty, Battlefield, Splinter Cell …), but the industry has proved to us that it is capable of producing real cultural works such as Bioshock Infinite, poetic like Ico or Journey, or incredible creativity and collaboration platforms like Minecraft . I have always been a passionate advocate of video games as an artistic vehicle that can convey emotions much more effectively than movies (who has never played the night alone on his couch in Silent Hill 2 does not know what is fear …).
It is in this context that I propose to read the manifesto published by Eric Zimmerman: The 21st Century Will be Defined By Games. In this manifesto, the author explains that if the twentieth century was that of the animated image, the twenty-first century will be that of video games. The author bases his argument on several assertions:
Games have existed since antiquity (and even before that since the game of Go was invented in China well before the Christian era);
Everyone knows and wants to play (learning through play is one of the main features of the mammalian brain);
Technology has given games a second wind (in terms of creativity, realism, practicality (see iPadBoardGames );
We live in a society dominated by information and computer systems (do not hide the face anymore and stop demonizing screens);
Consumers are looking for new forms of entertainment that go beyond linear narrative (eg a movie) and offer limited interactivity (like the new Beyond Two Souls ) or total (see the open worlds). like that of GTA V );
Playful mechanics can help us solve everyday problems (see Scientific Discovery Games like Foldit ).
While you could tell me that there is also a setback to this medal, including addiction or gambling, but the site Kotaku also offers us contrasted opinions: Will The 21st Century Be Defined By Games?
Once again, whether you recognize it or not, video games are an essential part of our daily lives, our economy, and our cultural heritage. From this, it is urgent that advertisers become aware of their importance and especially that they make the necessary arbitration to take advantage of it. I am always amazed by the disproportionate disproportion between the budgets devoted to TV advertising and those devoted to digital media. It is high time to rebalance this by aligning the budgets on the time spent by the targets on each media: TV, radio, paper, web, games … The whole problem is that the communication levers used on traditional media (repetition, proclamation posture …), do not work on these new media. This will require a learning phase and exploring new ways to promote a brand, product or service. Advergames are just the beginning, we still have a century to experiment with new approaches.