XBonX

I wasn’t intending on commenting this year’s E3 at all. Why? Life’s busy when you’re working your ass off and doing favours for friends. Nevertheless, here I am, repeating the same song I’ve been singing about Microsoft year after year; they need to get their shit together and move away from pushing PC gaming to console platform.

Let’s start with the beginning, the Xbox One X. If there’s something Microsoft and other console companies should learn from Nintendo is that naming your console is important as hell. The 3DS and Wii U both caused confound consumer confusion. Wii U was mixed as an update add-on for the Wii at its first unveiling. 3DS went well in comparison, but there was a period of confusion as well with those who aren’t Red Ocean consumers. The name is absolutely retarded. XBox One was backwards as hell and the title Xbone was well deserved. Xbox One X is a step towards the worse. You know have Xbox One, Xbox One S and Xbox One X on sale and Microsoft is talking about a console family. If there’s one thing that most people seem to agree about consoles is that they’re meant to simplify and straighten the whole business of playing games. This is the same shit that Valve did with Steam Machines and that went so damn well. At least give it a proper name to make it stand apart, like Xbox Scorpio or something. Having multiple systems for one console (family even, if you will) sure worked great for Sega. Certainly, the game market is different, but so is the economy and people are more savvy, generally speaking.

Hell, even the people on stage had to correct themselves first not to say Xbone. That tells quite a lot about how much people are respecting the brand and name of their flagship gaming console. Furthermore, why did they live through There’s no greater power than X? X+1 is greater than X. If they wanted to keep this philosophy going, they should’ve started naming their consoles after powers, like Xbox². Shit would’ve made more sense. Microsoft now also has a console with three Xs in there. Have fun with even more XXX jokes in the future.

The whole hardware centric mentality is computer gaming culture. It’s the same old song. History rhymes with itself, this time with 4k gaming. Remember when HD gaming was the next thing after the Fourth Generation of consoles? People still had their non-HD LCD television sets everywhere in their living rooms, CRT televisions were still a very common thing. Many miss the point that television sets costs loads of money and people are resistant on purchasing new hardware. Consumers will go their way out not to purchase extra hardware until something breaks down, unless they’re the forerunner technophiles that need to have the latest shit right away.

How much Microsoft pushed 4k as the defining trait of their software (and how this represented how XbonX was the most powerful console ever) tells how affairs are in a sad state. 4k is just becoming a standard with consumers (it’ll still take beyond 2020 before they’re widespread enough to be called common) but standard HD is something that’s just set in. The transition period is longer than what either Microsoft or Sony expects. I’ll give them this, future proofing their console is a decent idea, but it doesn’t really help when all your showcase games are either something that people have been playing on PC for some time now, or don’t look any better than what’s out right now. Microsoft is chasing behind Sony, but at least they’ve realised that VR is dead and weren’t pushing that. There were no gimmicks.

However, XbonX is the antithesis of current Ninth Generation that is the Switch. While XBonX emphasizes on living room gaming, the Switch’s hybrid status is where consumers have already gone. 4k means very little when people have a HD screen in their pockets to consume their time with. Microsoft is targeting the very core of Red Ocean consumer with their line of products. Xbox probably will stay successful only in the US, Europe and Asia just don’t give a damn about the aims Microsoft has for it. It doesn’t help that most of its games showcased were either ports of PC games or timed exclusives, meaning that the XbonX basically has no exclusives. Costing at $499 (I can guarantee that it’ll cost more in Europe) and having about fifteen multiplayer games prevously seen on PC and backwards compatibility with the first Xbox’s games, the price is far too high, especially when we can already foresee both Nintendo and Sony dropping their consoles’ prices just to give Microsoft the middle finger. Well, Nintendo doesn’t even need to, they just need to roll out some good software. Sony on the other hand needs distance themselves with the VR.

If there was one thing that further cemented the fact that Microsoft has their priorities mixed. Ten minutes of showcasing a damn car in an electronic entertainment expo is like promoting a new television show during an opera play. The whole Porche showcase was aimed at the hardcore racing and car fans. Sure, it’s always nice to see companies have licenses for real life cars for racing games, but this sort of masturbatory self-congratulations over getting a damn car taking your time away from games nothing short of short sighted. They should’ve just showcased it on-screen, introduce the driver and tell the people to check the car out on the stage floor and have a separate event there with further emphasize on the whole real-fucking-sportcar aspect.

Let’s not forget that most, if not all of the demos shows, were scripted from the get-go and will not represent the finished version. This tendency is unethical, no matter how much develops and publishers want to cover their assess with labels stating Does not represent finalised product or some shit. There was clearly an emphasize on certain titles over other.

Somehow watching all this has made me very weary. From a general perspective, there was nothing new. Those who follow modern PC gaming even a little bit have no need for the console, and Microsoft didn’t introduce anything worthwhile. Their emphasize of supporting the creative people who work in the industry and wanting to create the most powerful console to let these people to realize their dreams doesn’t help jack shit if they’re not going to listen to the consumer wants and wishes and only concentrate on mediocre trophy products. Hardware does not make or guarantee a good game. They’re not missing this point (though this can be doubted), but their market spiel is just overriding everything else.

Netflix style gaming

Some time ago I was asked what do I think will be the next big thing in gaming. Usually I tend to argue that digital will not replace physical release for some time now (digital distribution has been said to obsolete physical media for some fifteen years for now) but I do recognize that cross pollination between the media is common. The future of gaming can once more found in the past, and that probably will be streamed games.

Streaming games isn’t anything new and few companies have already tried it few times over. Nintendo’s Satellaview service is perhaps the most prominent example next to OnLive’s cloud gaming. These two functioned rather differently, with Satellaview requiring a specific cartridge that would download and save the game on the cartridge itself, whereas OnLive’s MicroConsole TV Adapter (that’s what their console was called) would access a title on OnLive’s servers and stream it directly to the console.

Netflix’s and other streaming services’ success is something modern game industry is probably highly envious of. Games and movies don’t only affect each other visually speaking, but also how the industries sort of work. Modern mainstream game industry is just as corrupt and full of itself as Hollywood is, and both are envious of each other of their successes and products they put out. The consumer really loses in this little battle with each other.

It could be argued that modern technology isn’t up to perfect game streaming yet. Satellaview was more or less a similar service to Steam in how the game required a specific setup in order to be played, and OnLive’s service stated that the user needed to live thousand miles of within their server in order to get quality service. The Internet speeds are the bottle cap of the system overall, and as games require more and more oomph from the machine, the machines need to reflect this in their hardware. However, hardware still doesn’t reflect the quality of the games, as that’s still up to the developers how their games are designed and optimised, two things that seem to be missing from current mainstream industry.

One of the main reasons why companies would want to aim for game streaming is that they can claim it to be fighting against piracy through that. Claim is the choice of word here, because game companies don’t like people trading their games with each other. It’s better for them if everyone bought their games new from the stores. A streaming service would keep their the control of the market in their hands. Purchasing of games wouldn’t be a thing as the consumer would subscribe to a service. Except for the DLC, that would always be a separate thing. Of course, the user wouldn’t need to use any of his HDD space for the games due to cloud based service. In regards of history archiving, stream-only games would be hard to archive for future generations. Satellaview games suffer from this, especially with the radio broadcasts that went with them. Even now, a game that has its license expiring will be removed from stores and online services whenever applicable, and the same will apply to any streaming service.

Of course, the ownership question always pops up. With a streaming service, you would only own the console you would use for streaming, and for computers you wouldn’t probably own the software. You’d need to subscribe to the service itself and would have no control over anything in the end. Without a doubt, regional variants would continue to exists, just like with Netflix and other streaming services that limit what can be streamed in which country. This sort of regional locking is something that isn’t an issue with modern consoles any more, but with stream-only services a user wouldn’t be able to access games from another region without a VPN.

Which if the Big Three would launch their own modern game streaming service first? Sony certainly should have the basics for it, as they bought out OnLive. They should have all the documentation and basic framework how to set up a similar cloud gaming service. Perhaps this could be their ace in the hole to compete against Nintendo’s hybrid console. Microsoft on the other probably won’t do anything of the sort for a while now before they see how Project Scorpio turns out, and probably will mimic whatever Nintendo and Sony put out while trying to trump them with something over the top (see; Kinect and WiiMote.) Nintendo on the other hand seems to be already testing some waters with Switch’s paid online, as the current word on the street is that Nintendo’s paid online service has been delayed until 2018 and rather than offering a game for the subscribers to play, they will be able to access a plethora of classic games. Of course Nintendo would only offer classic games and nothing newer, as they don’t give a damn about their classic lineup of games. On the surface it does seem nice, with the cheaper price and all, but this most likely also means Nintendo won’t give two shits about Virtual Console, which was one of the reasons people bought Wii. Perhaps in their eyes a streaming service of these classic games could increase console sales, especially if the service was cheap enough.

I admit that companies hoping to take control over the consumers’ consumption of goods into their hands does sound like conspiracy theory to an extent, but no company would pass such an opportunity, because ultimately it is all about the money. By having all the string in your fingertips, a company could log in all the preferences of a consumer, supplement them, hit the right spots and sell the information forwards while still selling their own  product (i.e. subscription service and DLC in this case) to the consumer. The current consumer trend is to give control of products over the companies, and Steam probably exemplifies this the best alongside with Netflix. Certainly it is cheaper and you don’t amass large amounts of discs on your shelf. Perhaps there is too much trust put into these companies with all the information we give them.

An untouched library

There is an excess of video and computer games nowadays. Games are a luxury items from the get go and have always cost a high sum, especially computer and NES games in Europe. The amount of games released per system seems to to grow with each generation with the ease of digital publishing. However, there are fewer games that carry impact on the industry or the consumer crowd, partially due to how large the marketing push for Tripple A titles are getting and partially due to sheer amount of them. Despite the overwhelming amount of games released, some with extremely questionable quality, there won’t be next Video Game Crash. The core gamers will see to it.

A classic gamer seeks to build a library. Not just digital titles in your Steam subscription. That’s what mostly separates a modern gamer from an old-school one. The use of money also applies here. A Steam user builds a backlog so much faster and easier than an old-school gamer who picks what games he purchases and why. Valuing a single game in its entirety, if you will. There is a significant difference between purchasing a game from a store and… whatever the correct term is for getting a license to use game software in Valve’s digital console. The same really applies to GOG to lesser extent. The simple physicality of it all is a significant separation enough, though there is more to it, like owning a copy of a game rather than just having a right to use it.

It is harder and more expensive to collect a proper library than one in digital form. It’s not uncommon to see Steam users that have thousands of games in their Steam library, most of which are barely ever launched. Most of these games come from sales and bundles. It is a common practice to sit idly and wait for games to drop in price, and Steam’s sales have become rather expected even within the user community. These games that just sit in the library really have no value to the player, thus the overall perceived value is low and fetches low amounts of money. This sort of attitude really seeps into other titles easily, where the expectations of low prices has become a standard across the board.

This is a problem of sorts. It twists the market results quite a bit, and when everything is eventually available at a bargain price. The Tripple A titles saw a decline in sales from 2015 to 2016, and the trend seems to be continuing. This directly reflects to the fact that these high budget, highly hyped titles simply do not meet with the consumer demands. This really should tell something to the developers and publishers about their products and about their approach for them.

For these reasons, about 38% of game consumers have stated intending to purchase fewer games than previous year. With an increasingly number of titles in one’s software availability, putting more resources into something you won’t be able to consume and enjoy really seems stupid as hell. We’re getting to a point where people have more games than they can play in their lifetime, even if they were to become full-time gamers.

It doesn’t help that with emulators and such we have the access for most of the games produced. There is an excess of games, but that’s market for you.

Perhaps because of the excess itself one should practice a more moderate approach in their purchasing habits. Considering digital games are pretty much always online, unless if it’s a licensed game, there really is no reason to purchase a game at launch or at sale. While library collecting is a part of the whole high-end game consumer culture, this should not displace the act of playing these games. With digital games it can’t be argued that someone is buying them for value either, as digital games can’t be sold onwards as such, especially not on Steam (which is why Valve had to change the description of their service.)

The fact is, the fewer games you have, the more you’ll be ending up playing those individual games, and thus your library will be end up being far better curated. Switch’s current library isn’t anything to call home about, especially so if we’re only counting the physical titles, but the more reason to practice this self-limiting, selective purchasing. All this really maximises the amount of time a consumer should be spending with an individual game. There is something in common with the idea of practising one motion a thousand times rather than practising a thousand motions once.

It is also easier to appreciate a game when you’ve spent enough time with it. If you’ve ever experienced lower-income households where money is tight, each luxury item is valued. This applies to each and every game purchased, despite their quality. Thank God rental videos and games was a thing, so people could test games before committing to a purchase before widespread use of the World Wide Web.

Collecting a library of games does not necessarily mean the consumer doesn’t have appreciation for the games he has, though without a doubt less than a person who has gone through nook and crannies of his own library.

This excess and the possibility to even collect a large library of games is taken as self-evident. While I did mention that another video game market crash is not likely to take place, an implosion is not. Steam’s Greenlight and Kickstarter have been full of titles that never went anywhere or have questionable quality at best. Anyone can become a game developer if they so choose to, but very few indeed can become good game developers or even successful ones.

I’ve said this before, but this is the first time in gaming short history where we live in an era where you can purchase most major titles from past consoles on your modern one. Not only a new game is competing with its contemporaries, it’s also competing with highly venerated classics. There are very few games that even intends to stand up to the challenge, and sadly there are those who are in for the simple quick-cash and nothing of worth or intending to push an agenda for the sake of it. Eventually, all this will reflect in sales and direction the consumer goes. When one-third of the consumers seem to go back to their untouched game library and rather than investing in new titles, that’s time for some alarm bells.

Games cost money to make and buy, and it would seem that it would be the right time for both consumers, developers and publishers to take a good look how they are spending their money.

A franchise chilled

This and the two previous posts would’ve formed good ol’ fashioned Monthly Three I put into indefinite hiatus, though this time it’s more or less on an accident of sorts. All in all, these should’ve been one long post.

A franchise has to have quality that is expected of it or higher. A fluke here and there is expected, but overall speaking a title in a series has to deliver at least to its core fans. When it comes to games, each and every title seem to be important and a drop in sales will be taken seriously. Seeing how the game industry barely understands how to hit the Blue Ocean market (making games easy or dumbing them down for “accessibility” is laughably weak method,) it is understandable how a franchise can fail miserably when its quality is weakened by newly added elements that are supposedly aiming to expand some aspects of the franchise.

I’m not really sure how Mass Effect got where it is now. As a franchise it was hailed as one of the stronger new franchise introduced during the Seventh Console Generation. Overall, it had a good balance between hitting the census of the consumers of the era (economics have changed quite a bit during the last decade) to the extent of Mass Effect being considered as one of the bigger franchises in the industry on par of the likes of Metal Gear. These are of course up to contention, to my knowledge no Mass Effect game has not been perfect enough to be considered for pachislot conversion.

However, as things tend to be in the industry, game sequels seem to get more attention from those who put the money down on these things. Mass Effect 3‘s colour coded ending has become infamous, but if the rumours are to be believed, EA was the one that put their boot down with the deadlines and BioWare had to relocate the “real ending” to DLC. Whatever the case is, Mass Effect 3‘s ending (and some argue the whole game) is below the average quality the consumers expected from the franchise. The ending is just one of the examples why Mass Effect 3 was panned by the core fans, mostly regarding contradictions in the setting, and inconsistencies regarding BioWare’s statements during development and how the game ended up being.

And a franchise it really is. While here up North we barely get anything relating to the spin-offs or licensed products, Mass Effect 2 and 3 had a huge ad campaign in magazines, television and in stores. Comparatively speaking, game ads have all but dried out from the general media, telling more about how they’re marketed and what the targeted consumers are than about their success. However, pretty much all fans of the franchise I’ve known have talked me about the mobile games, books, comics and whatnot. Even a movie based on the franchise has been under works since 2010, but very little has come of it.

It’s no wonder Mass Effect would go to a small hiatus. The trilogy had come to its more or less natural conclusion and the final part didn’t exactly match up what was expected. At times like this companies tend to take a small break and return when there is renewed interest. However, it would seem the franchise has now been put in ice for the time being due to the lacklustre success of the latest game, Mass Effect: Andromeda. While we can debate the finer details why the game performed worse than expected, the first bit that sounded alarms bells with yours truly when with the announcement of the game running on a new engine, which means you will see, hear and feel Mass Effect like never before. That’s a direct quote too. Clearly they missed the part that games need to play better than any of these.

Andromeda took five years and forty million dollars to develop. That sort of money and time is expected to deliver higher profits and far better reception. Alas, they the developers couldn’t even put a gun the right way in. Then you have issues of gameplay being worse than its ten years older progenitor and animations being absolutely all over the place and the plot’s not all that good either. Effectively, pretty much everything that should make a game great is sub-par. Andromeda overall shows how lack of quality control and professionalism, opting for making whatever brew you think would work the best.

It’s no wonder after an abysmal entry, the games went under hiatus. Sadly, Andromeda is probably the best example of current Tripple A games in the industry. One has to wonder where did the money go during the development. It doesn’t show up in the final production. When a franchise’s fame has taken a hit two times in a row, with the second making pretty much everyone who was involved a laughingstock, it is a good idea to take a step back and put the things on hold.

To use an example with Godzilla, Toho has put the franchise into ice three times over. First one was after the second movie when they had no idea how to continue properly onwards, though I still want to see Bride of Godzilla? realised in some form. The second time was in the 1970’s when the movies stopped bringing in enough profits, though the quality had dropped a lot since then. 1995’s Godzilla VS Destoroyah was supposed to end the franchise in Japan and have Hollywood continue it, but alas that was not to be. Godzilla was brought back fast in 1999, after the American attempt failed, and then was put back into ice after Godzilla: Final Wars. 2014 saw a new American Godzilla, and 2016 showcased us what I’m going to call a the bets modern Godzilla made in form of Shin Godzilla.

When a notable franchise like Godzilla returns after a significant hiatus, it is usually with a new take that is intended to make an impact. If a new Mass Effect game would be done right now, it would carry the baggage of Andromeda for the worse. As much as fans would like to see a game made right away to remedy the situation, sometimes it’s better just to wait for things to settle down and let time give more perspective on things. Whatever was done, be it due to corporate or personal interests from the developers’, the game took a sledgehammer to the franchise and damaged it. A hiatus also allows the developers and publishers to look into other options and possibly put resources into new IPs, though my personal trust in EA or BioWare has never been worth mentioning.

What is apparent that whatever happened during production of Mass Effect: Andromeda, it’s clear that the no research was done on what the consumers really wanted or needed, and that’s probably the worst offence a provider can do; not giving a jack shit about the consumer.

Your own brew of mead

The reason I tend to compare developing electronic games to cooking is that even with the right ingredients you may fail miserably for countless of reasons. This could of course be extended to pretty much any field that requires design, but for the sake of this blog we’ll stick with games.

However, the main obstacle with this comparison is that everybody capable has to learn how to cook something in order to produce food for consumption. We’re side-lining all the modern brouhaha of microwave dinners, because even then some preparations is required. In general, very few people are not inept within the kitchen and are able to use the oven and other appliances for some cooking.

This is not exactly comparable with game development, as one can argue that it takes longer to learn a coding language and create assets for a game. This is of course under the assumption that we have single chef compared to a sole developer. While food is a necessity, games are not. They are a common luxury item to many of us to the point that we barely even realise their worth and are willing to push their value down by any means necessary while expecting high enough production values. To be fair, this blog tends to argue that developing and publishing games as become too costly and grandiose, and should be scaled back and return to form. Video game industry does have its own Hollywood, and the same cores have taken effect; the committee.

Hollywood blockbusters tend to be described committee movies to an extent, with loads of people from marketing and higher ranks having a check-list of things that need to be included in a movie due to statistics and research showing that this and this age group and this and this audience likes certain factors in a given movie and genre. They’re not wrong either. The very reason you have dozens of different flavoured products is that people like certain things in a certain way. The movie being here the whole of pasta sauces and each variant an ingredient of a given movie.

I admit that this blog does emphasize the whole statistics perspective quite a lot, perhaps to a degree that it has given a hidden bias. However, trends are made to be broken, and it’s not beneficial to look just what the paper says works. Ultimately, this approach will only yield one design, one style product that will be repeated to ad nauseam. Film trailers tend to be a prime example of this, where they follow what was proven to be popular to the point of each trailer essentially having the exact same blueprint independent of the movie, genre or studio. An example that pissed yours truly off few times around was the BAWWMMM sound effect from Inception. Let’s not forget the distorted booms and stuttered downers either. Guardians of the Galaxy did set up a new trend for comic book movies with its use of music, for better or worse.

Nevertheless, there’s very little reason to fix what’s not broken. That’s not to say we can’t make previous items obsolete. In fact, we can make any design obsolete as there is no one perfect product out there. Well, the only good contender for that title is the Kikkoman soy sauce bottle, but we’ve talked about that already. Here’s where the whole thing about your own brew steps in.

At home you can produce your own mead or vine and have it taste pretty much perfect to your taste. Same with cooking and games. However, once you step into the market place, your tastes apply very little.

That is to say, whatever a designer thinks may be a great product for the user does not tell whether or not the product in reality is a great product for the user.

We can’t completely separate personal preferences from the cold statistics when producing a product, be it a game, book or food. They need to be married together in harmony that will push through the personal investment as well as present it in a fashion that is relatively easy to digest. This is not an argument for dumbing down, this is an argument for creating a product that comes half-way through to the consumer so that the more intricate aspects of it can be absorbed.

To use an example, we had plays before movies. The jump from one to another, while somewhat drastic in technology, ultimately relies in same core elements while having its own identity as a form of media. Further there we have movie genres, techniques and so forth that have taken the field onwards, both in terms of visuals and storytelling. Consumers have easier time adopting new movie formats and ways things are set up due them being accepted by the consumers, and most of the industry people, to contain valid values across the board.

The same goes for video games, albeit due to harsh crevice existing between the Blue and Red Ocean markets it should be noted that the trends valued in one does not necessarily meet with the other. These values are not just technological or design aspects, but also philosophical and political. As video games are escapism (undervaluing escapism as some sort of lesser act or even detrimental is a topic on its own) there are subjects and things that can be handled well, and that can be forced from a certain perspective towards the player.

The problem here is that the biggest sin a game can do is to take control from the player without their own action, e.g. for a cut scene. This lack of control is best shown in RPGs, where some games tend to showcase a topic through one facet only and ignore all others, deciding for the player in black and white terms what should be done and how. This sort of railroading is done for the benefit of the story and detriments the game’s play.

I would argue that in both game industry and in Hollywood the execs and marketing departments should lift some of the pressure off from the developers, but at the same time these creators should not ignore the audience’s wishes and wants (while aiming for needs.)  The mead you brewed might be the best shit you’ve ever tasted, but your neighbour probably thinks it tastes like piss.

No, this does not need to be in

Consumers purchase what they like. No sensible person would put their hard-earned (or Patreon) money into something they don’t deem worth the effort they’ve put into the work they’ve done. Corporations exist to make money and the way they make money is to produce goods and services that interest, are in demand and are wanted by the consumer, and thus the consumer in the end dictates what goods are produced by their use of money.

However, no organisation is ever required to make anything the consumer wants. They don’t need to include elements that would hit the consumer consensus. That is if they don’t want to make any profit on their product.

To use an example, the non-controversy with Ghost in the Shell‘s lead being Scarlett Johansson irked some, while most of the rest of the consumers didn’t give a rat’s ass because of two reasons; they had no prior experience with the franchise, and they’re not obsessed by who acts. Johansson has star power behind her that attracts the general consumer and has shown to be a capable action movie star from time to time. So for a company aiming for profit, this is a natural selection over less known actresses. After all, the licensed company has all the power to decide over the product, and the decisions made will be reflected in the box office. At no time they are required to pander to an audience, for better or worse.

To take this a bit further and dwelve in the subject, at no point there is any reason to create a cast of characters of diverse background in a given movie or a work. This can be twisted in multiple ways, but be sure just to take this as it’s said; the provider can do whatever they like with their product. The only way to really change what is provided is either by making it a more viable option for profit, or produce a product that fulfils that niche.

Just as companies like Twitter and Facebook can run their business in whatever way they like, just as much the consumer of these platforms can decide that their time and money is better spent elsewhere. The discussion what is moral or what are the responsibilities of huge platforms that have become part of everyday life to some extent is a discussion for another time. However, perhaps it should be noted that companies do tend to be on the nerve of whatever is on the boiling surface of social discourse and will take advantage of this for either direction. Pepsi’s recent commercial with a protester giving a can of Pepsi to a police officer as a supposed gesture of friendship, while on the surface wanting to comment on the event (which can be read oh so many ways) is ultimately advertising and showing signs towards certain crowd. It’s PR management after all.

It goes without saying, if someone thinks there is a market, for example,  for a certain kind of movie with certain kind lead actor, surely they’ll tackle this market and rake in the profits themselves. That’s capitalism, after all. Finding a niche to blossom in is the best way to climb to the general consensus. This is not Make it yourself argument. A niche that has demand is usually filled by those who know it exist and have a little know-how to tackle the market. The know-how can even be purchased nowadays thanks to all the companies and individuals offering market research and help in putting up a company.

All this really ends up with the good ol’ idea of wallet voting. You buy what you like, you don’t buy what you don’t like. I’m told time and time again that wallet voting doesn’t work, and every time I have to respond in laughter; it does work, more people just vote against your interests. This is consumer democracy that is decided through free use of money. However, there is a problem within this. There is always a demographic that wants to control a product or field of products without consuming the product itself. This twists the perception of the provider to an extent and can even prevent production and release of a product that would have otherwise faced no problems. The past example of Grand Theft Auto V being pulled from stores is an example of this, and maybe the whole issue with Dead or Alive Xtreme 3 should get a shoutout.

A product that sees most sales doesn’t mean anything else but that the consumers deem it valuable enough of their money. Whatever other reasons may be behind the decision to invest money into a product is up to an individual and a separate study for these reasons should be conducted as they are not something that come up through raw sales statistics. Often you can’t even deduce what sort of consumer group has put their money in a given product, outside what the product itself promises.

A traditional corporation would aim to invest into a development of a product and its sales to rake in money to fill the pockets if their investors and pay the workers, as well as to put money back into further development of future products. This of course requires the consumer to value the product first of all. However, in recent years there has been providers, especially game developers, who seem to consider their right to be paid and gain success by the virtue of them providing something, be it in demand, wanted, needed or not. Naturally, if your product does not meet with the demands of the consumer, you shouldn’t expect high profits.

Of course, you could claim to be a stereotypical art-type provider and do your piece for the sake of love of it, to express yourself to the fullest and never see a dime.

This is not to say a provider can’t make something described above and make money. Finding the right balance between the thing you want to do and providing the consumers is tricky business, but not impossible. It just takes two things; hard work and research. Guts is optional but recommended.

As you might have surmised, this topic was originally supposed to be part of Another take on customers series of posts, but we’re good 40 posts away from our next hundredth post. Thus, decided to timely put this down now rather than forget the content I had scribbled down into a memo.

Nintendo itself is not the brand

Neither are their developers or any of the individuals we see on streams and in interviews. Nintendo’s value as a brand goes up and down according to what they do. While branding is often given to the visual design and flavour of a company or a product, everyone knows branding is a lot more. If not consciously, then through unconscious osmosis of simple consumption of products. Brand goes hand-in-hand with reputation and the perceived value of the product produced by the company. Naturally, the product’s perceived value colours the value of the company.

It is extremely easy to make your product to look bland, and once you’ve made that misstep, it’s hard to recovered. Mass Effect Andromeda is extremely bland bland game and thus its perceived value is low. Patches only help so much, and PR is what the publisher must do in order to recover from the failure. It’s even worse if the fans lose their perceived value on the game, and that takes some effort to do. Like making your characters hold guns in reverse and essentially making it inferior to the first title in the series. Much like other AAA video game titles, it’s a very bland, very grey product.

What brings colour into a product is disruption. Nintendo has a history of heating up the Blue Ocean and disrupt the market with coloured products, though they have a history doing very grey products that wallow in the Red Ocean as well. The Switch, as it is currently, is about disruption in the video game industry. Unlike Sony and Microsoft, Nintendo went with what probably is the future of console gaming and created a hybrid system.

To use car industry as an example, Volvo’s brand is security and safety. Their cars are not the most exciting things in the world, but they are very trustworthy overall and suit the best for everyone. Until somewhat recently you couldn’t find a car that would move away from this branding from their main lineup. This is because Volvo has begun to change this somewhat bland yet trustworthy brand image of theirs with premium cars that offer more exciting cars. Their image is not safety, but the content with the car and the options you can have.

Nintendo’s brand has been perceived similarly as kid’s and family’s console to play. A Nintendo console usually has a good variety of games for everyone to play, whereas Xbox is a first-person shooting game wet dream in console form (though that has been severely diminished with the lacklustre recent Halo titles) while Sony is that black console cool kids who like hardcore games go for. The original PlayStation followed Nintendo’s branding as a whole family’s future generation console, but at the same time used Sega’s not-just-for-children approach. While the PlayStation had games that kids enjoyed, it also had titles like WipeOut that hit the cultural club scene if the latter 1990’s. The N64 on the other hand wasn’t everybody’s console due to the sheer shit tier library it had. Saturn was ever successful in Japan and was mostly staying within then-passed arcade port title. As much as it hurts Saturn and Dreamcast fans, arcade ports didn’t cut it any more at that point, and arcades themselves were starting to die out.

People don’t just buy what companies are selling. They buy the perceived product the company is selling. Shit in a can isn’t perceived valuable, but when an artist does it and sells it as art, the perceived value among certain crowd skyrockets.

Nintendo Switch currently has a highly regarded perceived value because of The Legend of Zelda: Breath of the Wild. No other title is driving its sales as much. 1-2 Switch is a joke, though the new Bomberman seems to have gone through a rise in perceived value after the latest patch. The Switch is currently the prime example how game industry and the Red Ocean consumers don’t get the market worth jack shit. As I’ve mentioned before, the Switch was proclaim dead on arrival and that its weak hardware wouldn’t be able to do anything. Yet, BotW alone is driving Switch’s sales. This is what a Zelda game is capable of when it is allowed to be true to the series rather than just a puzzle-dungeon game. Less Aonuma there is with Zelda, the better it gets.

It doesn’t matter if you personally think that these people who bought Switch and are enjoying its games are normies or have shit taste. They are not the deviation of the form, but the rule. The AAA game industry might shove millions into a game production and barely make even with the Red Ocean consumer, who seems to be easier consumer to please and pull money from as the Red Ocean is filled with competition. Developing and releasing games and consoles is hard work, and while it can be understood why Red Ocean developers want to stick where they’re most comfortable at (of course, with no expanded life experiences outside games, how could you even imagine developing game for the Blue Ocean consumer? Shoving an agenda to the player’s view is the last thing they want) and this is why even 10% drop in sequel game’s sales will put alarms on. Despite millions being in play, even the slightest change will throw the finely tuned balance off.

While video game industry is creative, it is service industry. If you want to use this sort of comparison, video game developer is on the same level as a burger flipper. Developers’ job is to serve the consumer and their needs, it is the consumer who ultimately decides whether or not your product is good enough to be purchased. You can work your burger however well, but if the consumer doesn’t want it, the onus is on you. Not on the consumer.

Nintendo’s last three home consoles show how their disruption coloured their brand. The Wii , as much as the Red Ocean hates it, was a massive success because Nintendo didn’t stay with the comfortable Red Ocean market. The Wii U was made for the Red Ocean, and it succeeded worth jack shit. Hell, it was pulled from the stores to make room for the Switch, which again has disrupted the industry and hopefully will continue to do so with both low- and high-end software aimed for everybody.