How does an industry survive without customers? They concentrate on the very few, who will consume their goods like maniacs. They spend insane amounts of money on trinkets and other little things. There is no real market to speak of; there are only individual customers at this state. With mobile phone game market, these people are known as the whales, individuals who spend obscene amounts money to gain new random rolls.
We’ve seen this happening with console and PC gaming already, with BandaiNamco and Capcom being at the forefront in nickelling and diming the customer to death. While publishers may be still be talking about how the most sales, and most profit, is made during the few first weeks of a game’s release, I think we’re well past sales of units at this point. It’s all about the revenue and it has to be constant. Hence why they suck you dry and use every single element they can justify being two to five dollars on the storefront. Want a second set of clothes to your character? Costs five bucks, for every character. Microtransactions and outright useless DLC costs more than the base game nowadays, yet they seem to sell.
Baldur’s Gate 3 saw a massive success without any of this greedy bullshit. Almost everything surrounding the game was a positive, and people were gladly paying the full price. A great game will convince you that its entertainment value is worth the entrance price. It’ll make more money in the long term after it gets re-released in future platforms or under some sort of remaster banner. It’ll probably outlive many of its contemporaries, as so many ageless games have already done.
That’s assuming games will be sold you in the future. Streaming video games is old news by this point, it’s been tried many times and has failed as many times. Microsoft’s Game Pass is closest to the whole idealized Netflix model of gaming. You pay for a subscription and get all these games, and yet just like with Netflix, you won’t play most of them. All these games you can access and nobody plays. How will the developers get their money out? Microtransactions seem to be the best way. Even then, you have to get the people to subscribe to these services. Whales don’t live forever.
The gaming market is whack. There’s little to no competition between companies anymore, there’s no drive to serve the customer. That’d be for the consumers’ benefit, we can’t have that. Even putting up a group informing customers about something with gaming goods gets hatred from the industry. Developers, publishers and the gaming media hate transparency, as it shows how deeply corrupted and nepotistic their relationships are. A festering wound will heal faster when it gets some sunlight.
I don’t think there is another industry that seems to hate their customers this deeply. They want the money that’s in the market, but they don’t want to cater to it. It’s like with the Wii and DS. Nintendo expanded the gaming market by hitting the Blue Ocean with software that were major hits among people who didn’t buy games normally. Most other developers and publishers saw this, but wanted to cater solely for the hardcore market. The Wii gets a bad rap because of all the shovelware produced for it, yet it shows how little the larger game industry understood how to expand their market and why it expanded. We’re currently in a similar situation now, where the media keeps telling us gaming needs to get more diverse and expand outside its current audience, but keep missing the mark by specifically not catering to the mass market and making red ocean market titles. Electronic gaming is currently the largest entertainment media form we have, surpassing both film and music in terms of sales. There has never been so many people playing games. Grannies play games on YouTube. That’s something completely new. It’s not because there are games that are specifically made for grandmothers, but because there are tons of games that are made to appeal the mass market, are entertaining and well made.
In the mid-90s there was a big hubbub about games for girls. I wrote about it some years back. I should re-write the older one someday, but the core point is rather spot-on still; by trying to appeal to specific sex in the market, the developers and publishers overshot. Most girl-games are trash, but nowadays nobody really tries even to talk with the distinction between boys’ and girls’ games, as the overlap of the sexes with the most successful games is significant.
The major difference between something like Chop Suey and games marketed with inclusivity and diversity were made with passion and intention to produce goods specifically to cater to an audience rather than force The Message into goods that don’t benefit from it.
The gaming customer rejects what doesn’t belong in games. Politicization of gaming has been vehemently rejected as it serves only to ruin the entertainment value of games. Look at something like Forspoken and how the game isn’t just a lousy action game, but also a message dud. Western game developers fear the power the market wields. They hate the pushback the customer can do simply by talking with each other. Customers will always behave in a manner publishers and devs don’t want them to, because that costs them money. Does anyone remember The Order: 1886? The game that was an early PlayStation 4 release, and nobody really remembers it afterwards. It was all about the peak graphics and cinematics with boring and lousy play. One of the devs were vocal how they were sad they had to put play bits between the cinematics. One of the prime examples why modern gaming is so stagnant, when people who don’t even want to make games get into positions of making million dollar products that are supposed to have mass market appeal.
The thing about electronic gaming is that it is anti-establishment. Its roots are in the rebellious pinball halls and penny arcades. The gaming customer doesn’t really care what the developers, publishers or gaming media have to say about the consumer, because just the act of withholding a purchase holds all the power in the market. It doesn’t matter what they call the consumer, by what ideology or side they take to sell their product, because if it’s not entertaining enough, it won’t sell. When the developers are in league with the establishment, the gamers revolt. That’s always been the case. The gaming market’s providers can’t nudge their consumers, because they always get rejected.
Gamer may be a dirty word to some, yet Satoru Iwata used it to describe himself. It read on his business card. He didn’t want to contract the gaming market to small sections of the market or cater to small esoteric groups. He wanted to expand it outwards from the usual circles for everyone. He did it with the Wii and DS. His actions loved the customer and welcomed everyone with opens arms to join. Wii would like to play was a great mantra. It invited everyone to play games.