Train2Game News Service THE GAMES INDUSTRY - CASUAL AND SERIOUS REASONS FOR CONTINUED GROWTH

Professor Carsten Maple and Mark Hooper

The Games Industry: Casual and Serious Reasons for Continued Growth

Computer games have had continuing success due to their relationship with other cultural forms; traditional games, animated film and cinema have all paved the way for a whole swathe of genres to be recreated in this relatively new medium. However it is their interactivity and ability to immerse the player within the media which is the reason for their level of engagement and success.1 This success has seen phenomenal growth over the last decade with sales in software and peripherals reaching $22 billion in 2008 of which software totalled $11.7 billion. Considering that in 1997 the industry totalled $5.1 billion this growth sets a new record and is somewhat unprecedented with sales expected to reach $68.3 billion by 2012.2

A number of factors have been fundamental in shaping the fortunes of the games industry but advancement in technological innovation has been the prime driver. The advantages of new technology have ensured gaming science has been stretched to transform our everyday lives, helping us live, learn, work and play through a widely accessible, interconnected, mass medium3. The computing power now available has allowed developers to push the boundaries of the gaming environment with impressive graphics helping to provide addictive, immersive experience; however the successes of online, multi-user video games are driven by the connectivity and the actions of the players within the gaming environment with social interaction having far more influence than any innovative graphics used4.

Seventh generation gaming consoles such as the Microsoft xBox 360, the Sony Playstation 3 and the Nintendo Wii have opened up a whole new array of interactive media ranging from family games for all ages to enjoy together in the front room to the online, multi-player experience involving gamers from around the world. The Wii Fit has even given a new dimension to front room exercise with a number of games focussing on physical activities “combining fitness and fun in one product” 5. It is this diversity of experience which has captured the general public’s attention. With the wider appeal of consoles and games, they are now advertised on a variety of media including television, to different segments of the market. The video gaming experience has matured and is here to stay.

With the evolution of the industry, todays gamer has also matured, literally. The average gamer is 35 years old, with a quarter over 50; also with 53% of all Americans over the age of 18 and 97% of teenagers regularly playing, the gamer group is diverse. Children, parents and grandparents have all helped shape the evolution of games with interactive, social games making the pastime more appealing to all family members, of all ages.3

The challenge of meeting the demands of this widening spectrum of the gaming audience has been met with enthusiasm with Casual games: games with simple rules and plot lines, becoming ever more popular with the occasional player.3 The casual consumer is not tied to committing to long term goals; being able to play in short bursts, they are not penalised for stopping mid-play nor do they need to save the game to ensure progression after hours of play. These users are not necessarily fans of digital games, but enjoy the simple game play provided through the use of a mouse or phone keypad and often simple iconic or abstract graphics.

The success of Casual games is also due to the fact that they do not usually subscribe to video game stereotypes aimed at young men and avoid unnecessary sex or violence. Inoffensive imagery ensures that these games appeal to a wider audience, most notably women. With women now making up almost 40% of all game players, developers are targeting this and other as yet mostly unexploited groups, so user growth in this area of gaming is guaranteed.6

The first successful Casual game was Microsoft’s Solitaire, with more than 400 million people having played the game.7 This initial success has snowballed with the casual gaming market achieving 20% growth year on year and sales of over $2.25 billion yearly7, this is impressive considering a majority of these games are free to download online. This means there is minimal profit associated with some areas of games development and it is believed that computer games, in particular Casual games, will be used to implement an advert-supported business model.8 Comparable with television, this developing model is expected to include animated TV shows and free online games all displaying in-game advertising or selling virtual goods. This will secure revenue and increase profits, potentially providing the opportunity for the most growth in the future.

Digital games potentially have unique persuasive powers with meaning and expression supporting existing social and cultural position. However video games can also seek to alter the player’s perception and initiate long term social change. Politics, advertising and learning are areas that have been affected by video game persuasion.9 The serious game movement is dedicated to ensuring the development of games toward teaching and learning using games. Microsoft is one of the larger companies spearheading the development of games focussing on areas including education, government, health, military, science, corporate training and social change. With their release of ESP, a product that enabled companies to produce their own customised training flight simulators, they were seen as the first major player to enter the serious games arena.10

Games are good at illustrating complex situations and when used as a method of communication they can be used to present a situation, such as the plight of a nation, through play. Gamers previously unaware or interested in learning can be targeted through a medium that appeals to them; they then become empowered to take action after discovering for themselves through the storyline of the game. This unique way of using games has opened up opportunities to reach new audiences and to engage them through a medium they can relate to, a low percentage of teenagers read newspapers but most would take up the challenge to try a new game, inadvertently learning, possibly shaping their understanding and opinion in the process.

Serious games are currently focused on extremely niche requirements. When Virtual Heroes developed Ultimate Team Play for the Hilton Garden Inn hotel group the focus was entirely on the client’s requirements and not generic for the industry.11 As the first training game used by the hospitality industry it created a lot of excitement, however the cost of and complexity in creating a viable solution that really delivered would have required serious investment.

With the cost of developing a serious game that appeals to a mass market being considerable, it means that sectors that would benefit the most, including education, are currently unable to make the impact required until development technology and user knowledge becomes more accessible. Recent economic factors will force the industry to reuse development engines making them more customisable and standards will eventually reach a point where bespoke requirements will become more cost effective to produce. The challenge then will be to take serious subjects and turn them into stimulating, engaging products that appeal to wide audiences; with the first Serious box office hit the sector will really be in a position to capitalise.

So in conclusion, the diversity of the gamer audience is the new main driver for continued growth within the games industry. With a larger percentage of games aimed at the wider audience and free casual games having made a significant difference to the perceived gaming culture the business model will adapt to ensure profit and continued growth. The rise of in-game advertising is inevitable.

Also, with the maturity of the industry the concept of serious games must also be realised. We have already seen console games which have been aimed at the wider audience focussing on raising awareness and teaching technique in the form of the Wii Fit exercise games. It is only a matter of time before technology and the development platforms allow achievements far beyond current expectations and once again allow the industry to raise its game (pun intended).

Meeting the Demand of the Market
Given the expansion already experienced by the computer games sector and the further predicted growth, it is vital that the industry, educational establishments and training partners work together to develop a skilled workforce to meet this demand. Without an adequate labour market, the UK will lose further ground in the market, as it has already witnessed a drop from third biggest manufacturer to fourth behind Canada.
There are two main routes that industry uses to recruit employees with skills and knowledge to work in their field. The first is to attract university graduates that have completed appropriate honours or masters degrees. There are now a number of well-established computer games development degree programmes in the UK and these are proving popular with students and provide a steady stream of personnel to the industry. However, there still remains a shortage of skilled people to work in the area, and the computer games industry has welcomed new training courses aimed at supplying this demand from industry. Tiga, the national trade association for the games industry has recently accredited two courses in games design and development. The courses are offered by Train2Game and are entitled Computer Games Designer and Computer Games Developer. These courses have been developed by people that are in industry and have significant experience in both PC game development and console game development for major publishers. The endorsement is a testament to the industrial relevance of the courses. For those that do not wish to embark on a full academic programme, the Train2Game courses provide an excellent industry-recognised alternative to an undergraduate programme.
Conclusions
This article has considered the growth in the computer games sector. As well as analysing the emerging trends for the sector, we have given some of the reasons for this growth. It is imperative that the UK recovers some of the lost ground in this growing market, and to do this it must attract a suitably skilled workforce, through a combination of graduates and those that have completed recognised training courses.

About the Writers

Professor Maple has an international research reputation and extensive experience of institutional strategy development and interacting with external agencies. Substantial experience of chairing and participating in committees and boards at all levels of an HE institution.

References
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