Gaming to be One of
the Many, Not Few
A young male with glasses, acne, physically really skinny or
really chubby, wearing high-waters, suspenders and anything else that
characterizes a video game nerd might not be exactly accurate. The average age
for videogame player is 30 years old (Entertainment Software Association, ESA,
2012). The average number of women playing video games is also surprising for
someone who over generalizes the characteristics of gamers—47% of all players
are women, even in the total market women, 30%, surpass boys 17 years old and
under, 18%, (ESA 2012). Getting rid of
stereotypes is important when looking at this communication technology, so take
a closer look at the trends affecting this growing consumer community.
Video games can be evaluated through the three main theories
in communication technology, Use and Gratification, Media System Dependency,
and Social Learning Theory. While all three have different levels of
evaluation, let’s look at one of each to understand better the culture of
gaming and the possible future.
Gamers use video games to escape the real world into
completely different worlds. Use and Gratification explains this aspect of what
people do with the technology. A video game as a software transports the
individual not only visually but interactively to a completely new place. Call of Duty which is a war based game,
makes a soldier out of common Joe and gives him/her the weapons and abilities
necessary to defeat the enemy. Back in 2009 Call
of Duty: Modern Warfare 2 was the top selling video game, with total sales
worldwide of $11.86 million (Grant and Meadows 2010, p. 209). The gamer escapes
from peaceful suburbia to a dangerous war zone. Who doesn't love that?!
From violent escapism to family fun? Video games allow
families to come together and play each other in the Media System Dependency.
According to the ESA, 61% of parents believe video games provides more time
together as a family. The Wii is an example of a hardware that has put the
controller in the hands of the age group who usually repulses technology away,
the older folks. “The 2006 release of Nintendo’s Wii game console drew a new
audience by attracting large numbers of older users to the motion-based games
enabled by the Wii’s motion sensitive remote,” (Grant and Meadows 2010, p. 14).
Social Learning Theory tells us how we model others. In the
video game world this is such an important applicable strategy for marketers to
sell their products. Gamers are interested in the current trending games,
because if they are really connected they play with others all over the world,
and they will want what they are playing so they can stay linked with other
gamers. By attending social events too people see and try different systems or
games, and if they like it enough they are more likely to purchase a console of
their own or the specific game.
Looking at the three different theories it is simple to
observe the audience within this communication technology. If they are analyzed
further there exist possible outcomes to the future of these audiences who
demand updating to the current fields of play. More specifically, the reduction
of the importance of hardware, and the increase in the demand for software
capable of terminating the use of those systems seems to be the way video games
are headed. It’s a parallel to the way CDs and DVDs are going, more on the “cloud
system” based viewing and listening.
To understand better what cloud systems can do take a look
at this video that explains it.
Hardware companies like Nintendo, and Sony (Playstation
distributor) will have to get to the level of Microsoft (Xbox distributor) who
is not only a hardware based company but it is also software. Having the
capability of producing software packages capable of providing discless and
deviceless ways of playing video games is the next big thing. Not only because
it will be less of a clutter around the TV set, but also because virtually, you
can play anywhere, even on cellphones, which have become a popular device for
gaming.
No stereotyping anymore! Most people in some way or other
play video games, and you don’t need the glasses nor the acne to be a
professional at it. Take a look at this ad I saw the other day targeting women.
Notice the cool and trendy young woman who is playing on the Nintendo 3DS.
What do you think? An artist or a gamer? Do you like the new trend of going to a more simple way of
playing games? How long do you think it will take for it to diffuse throughout
the gaming population?
As always thanks for reading!
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