I’ve been really busy recently training for the Race for Life so a friend of mine helped out and wrote a post about how Video Game companies need to keep up with technology otherwise they’ll fall by the wayside!
Technology, more than ever before, is advancing at a blindly rapid pace. Every day stories surface detailing the development of scientific wonder materials or that herald new and amazing advancements in the field of computing or digital technology; truly we are living in a technological golden age! Of course, speedy progress requires companies, organisations and businesses involved in all industries to keep abreast of changes, however in the gaming realm this is particularly important. Why, though?
As we all know, the entity that our entire world economy revolves around – the market – is a thing that constantly promotes competition between companies, and technological advancements form a large portion of this competition. Take Activision and Electronic Arts, for instance. The Battlefield and Call of Duty series, respectively, have been massive hits with the gaming public, however turning back time to 2008, the parity between the two titles we can see today was virtually non-existent. Dice’s releases subsequent to Bad Company 2 were innovative, engaging and, compared to COD, of massive scale, and even though Activision’s series still outperforms Battlefield in terms of hard sales, figures have stayed relatively the same from release to release. Quite simply, Activision is losing market share to the much more immersive and engaging Battlefield franchise.
If you want customers to keep returning to your business, you need to match their technological expectations with the reality of your services and provision of products. This type of keeping up can be deftly seen in the gaming industry. Steam, a provider of streamed and completely-online games developed by Valve, was pretty much the first gaming company to spearhead this approach to gaming retail, and is the largest and most well-known today. Similarly, Coral, a gaming website that specialises in casino-themed games, was an early adopter of gaming apps, providing a means to play that customers wanted, long before other companies cottoned on.
Corner the Market
It’s a pretty simple notion; if you are first in providing a gaming service or product that utilises the newest and most cutting-edge technology, you’ll be the first port of call for tech-savvy customers. If everything provided is of good quality and deserving of merit, a truly great IP could be on your hands, and acclaim will come flooding in as a result. Yes, you might then see a host of competitors wrangling to steal your approach, but that’s when point number 1 in this article comes in! Think about which RPG you think best represents the genre? I can guess you’re probably thinking of either The Elder Scrolls series for single player, or (seven years ago) World of Warcraft for multiplayer. Games such as Mirror’s Edge, Super Monkey Ball, Left 4 Dead and the Total War series all were successful this type of market-cornering innovation, and will be remembered for decades as a result.
If developers and publishers make sure they are ahead of the curve in terms of games and services, they will reap the rewards. It’s simply a fact!