Posts tagged ‘gaming’
A recent study by German boadband association Bitkom reveals that 84% of young people would choose having the internet and a mobile phone over having a romantic partner and a car. No word on whether the car was German or American.
What do you suppose the figures would be for other media? I suspect television would be nearly as high. MP3s and gaming consoles as well. While I take the study with a big grain of German salt, I think it’s not wrong to ask how technology is changing both what we feel we need to have a happy life and the social structure itself.
Perhaps Sartre got it right when he said, “L’enfer, c’est les autres” (“Hell is other people.”). Heaven, apparently, is an iPhone.
Bungie.com is reporting that the one billionth match of Halo 3 was played on Saturday night. So just how much Halo 3 is that? If you added up all the time people have spent playing the game, it would come to more than 63 centuries. Yes, you read that correctly–more than 6,300 years. Yet for reasons that mystify me, most agencies continue to treat gaming as if it is some sort of fringe entertainment, and even more maddeningly, as if it is something that is only engaged in by 19-year-old dudes.
1 billion matches. It doesn’t get much more mainstream than that. Even more importantly, the enormous popularity of gaming is a great argument for a new definition of media altogether. Media are no longer what consumers watch or read or listen to; nor are they what agency media departments buy. Media are what consumers do. They’re what consumers interact with. As advertising professionals, we have to realize that interactivity is fast becoming for than an option; it’s becoming an expectation.
The most interesting interactive work has never been in the advertising world. It’s been in gaming, and that is not going to change in the foreseeable future. The fact is that advertising can’t possibly catch up. Its only chance is to integrate itself within the fabric of gaming. We’ve seen some of that already, of course, but nothing like what we’re going to see in coming years. The movie industry should gracefully step aside. It is a foregone conclusion that gaming will dwarf it.