History of Video Games
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The first gaming companies were based off of pinball and
other such coin-operated games.
The first known patent for an electronic game device was a
cathode ray missile simulator, patented by Thomas T.
Goldsmith Jr and Ray Mann in 1948.
Video Games were introduced as a viable commercial
entertainment medium in the early 1970's.
Space Invaders was the first wildly popular arcade game. The
game actually caused a shortage of the Japanese 100 yen coin,
requiring the Japanese government to mint more.
In 1980, a Japanese game designer named Toru Iwatani
created Pac-Man for Namco Inc. This brought non-violence
and female appeal to a primarily male demographic, and
singlehandedly heralded the “Golden Age” of arcade games.
History of Video Games
The Home Market!
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In 1975, the home market was introduced when
Sears, Roebuck & Company begins selling the
“Tele-Game Pong” video game system, a video
game designed for Atari entertainment by Allan
Alcorn, for use on television sets. The system was
made by Atari, under contract to produce 150,000
units. “Pong” was a smash hit, and remains
popular even to this day. The rest, as they say, was
history. The home video gaming console was here
to stay.
Who Plays Video Games?
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69% of American heads of households play video
games.
The average game player's age is 33.
25% of gamers are over 50.
Industry Sales
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Consumers spent nearly 6.6 billion dollars last
year on video games, more than doubling the total
in 1996.
Industry Major Competitors
Home Console Specific
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Nintendo
Microsoft
Sony
Nintendo Wii – “Wii for All”
http://www.youtube.com/watch?v=p5cPVP_llfo
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Two strange Japanese men travel in a tiny, bright blue and white, foreign
car bringing the magic of the Nintendo Wii to all in the land:
 They encounter many people of different ages, races, sizes,
backgrounds, lifestyles, social classes
 They travel to people and families living in suburban areas, farmland,
cities, dorms, and businesses
 At first, people have no smiles, but after playing the Wii they are
happy, smiling, and laughing. (At the end of a playing session, one
of the Japanese men gets bumps fists by a new teenage friend and
another gets bear hugged by another male suggesting that they are
now pals)
 Some of the games they play are goofy and you see the people making
a fool out of themselves by doing things they normally wouldn’t do
(Grandpa playing a game where he pretends to do the hula hoop)
 The two Japanese men arrive at places that seem to have nothing
going on, nothing interesting- until they show up!
Nintendo Wii – “Wii for All”
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Intended Audiences:
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people of all ages, races, sizes, backgrounds, lifestyles,
and social classes, including:
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overweight people
older generations (parents and grandparents)
people that aren’t familiar with gaming (refer to the two men
living on a bare farmland that look clueless to the new
gaming system)
expert and hardcore gamers that need more challenge
(teenager shooting down airplanes on his TV)
Nintendo Wii – “Wii for All”
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What does it suggest?
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People of all ages, races, sizes, backgrounds, lifestyles, and
social classes can enjoy playing the Wii.
Playing the Wii creates a special bond between friends resulting
in more fun time together
Playing the Wii helps families (including kids, teenagers,
parents, grandparents) spend more quality time
Overweight people can engage in physically rewarding activities
(overweight grandmother beating the teenager in boxing match)
You can have fun playing with complete strangers and become
best friends after playing together
the Wii can make peoples’ dull lives full of excitement, joy, and
quality
Nintendo Wii – “Wii for All”
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What does it suggest? (cont.)
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Their slogan, “Wii would like to play,” suggests that strangers (or something foreign)
or just any family or group of friends wants to use the Wii to engage in quality family
time, make new friends, or have more fun with the friends you already have.
Playing some of the goofy games can help you do things that you normally wouldn’t
do- all in good fun.
The Wii and the controllers are white - the color of perfection
What the ad doesn't say:
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Buying the Wii and games doesn’t guarantee happy and fun relationships
Playing too much can ruin relationships and lives by keeping you in front of the
television and not being out in the world, spending time with others, and taking care
of responsibilities
Some people believe that playing violent games can be a negative influence on
people, especially young kids
Playing the Wii doesn’t mean you will make friends out of complete strangers or your
bond with your current friends or family will become stronger
Not everyone will be open to playing the Wii
Nintendo Wii – “Wii for All”
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Jib Fowles Emotional Appeals:
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Need for Affiliation
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Need to Dominate
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Spending time and having fun with family and friends
Teens can let out their anger by playing violent games
Most games challenge you to beat a boss or opponent
Need to Achieve
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You can play against anyone in many games (bowling,
boxing, tennis, etc.); overweight and older people can have a
physically rewarding experience
Sony Playstation3 - "PLAY B3YOND"
http://youtube.com/watch?v=irPVI0jTij0
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Playstation 3 floats in open space seemingly explodes into a large
black mass with several "arms" sticking out of it
The camera zooms in and out showing different, racing, action, and
adventure games.
 Every time the camera zooms out to the large black mass it has
taken a different form (eg: hands, guns, octopus arms, guitars,
disco balls, cityscape)
 Highlights explosions, usage of swords and guns, destruction,
Blu-Ray high definition, Playstation Network
Features very dynamic camera movement
Sony Playstation3 - "PLAY B3YOND"
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Intended Audience:
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Young males.
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The fast paced commercial appeals to this demographic.
Explosions, guns, fighting, and fast moving cameras are used
to attract and keep their attention.
Sony Playstation3 - "PLAY B3YOND"
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What does it suggest?
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This console will allow you to explore new worlds, race cars, fly
planes, play sports at a professional level, fight in combat, kill
giant robots, be a rock star, etc.
PS3 provides excitement with its games, entertainment with HD
movies, social gaming with friends over the internet
Tagline "Play beyond" hints that this system will go further than
anything you have played before.
Jib Fowles Emotional Appeals:
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Need to aggress:
 Depiction of fighting, explosions, guns. These are things that
appeal to many teenage boys and young men.
Need to dominate:
 In order to finish, you need to defeat your opponent, destroy
the boss, etc.
Sony Playstation3 - "PLAY B3YOND"
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Jib Fowles Emotional Appeals: (cont.)
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Need for Escape:
 People play games to take a break from real life or to
experience things they would not normally get to experience
in real life
Need for Aesthetic Sensations:
 The commercial itself is very easy to watch because of the
organic nature of it. The ad appears seamless as the camera
zooms in and out from the games to the shape shifting black
mass.
Sony Playstation3 - "PLAY B3YOND"
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Music:
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Lyrics:
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Additionally, the commercial has an accompanying rock soundtrack
also will appeal to young males. The music is meant to pump up the
viewer and get him excited about this product. Lyrics help to provide
the message of excitement and to highlight how they should want to
have this in their home:
Ladies and gentlemen, good evening / You’ve seen that seeing is
believing / Your ears and your eyes will be bleeding / Please check to
see if you’re still breathing / Do you want it? / Do you need it? / Let
me hear it / Ladies and Gentlemen
Colors:
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The commercial, aside from game footage, is mainly black imagery
over a white background. Usage of black signifies power, strength,
and authority. White is the color of perfection.
Sony Playstation3 - "PLAY B3YOND"
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What the ad doesn't say:
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High cost of the system and games as compared to
competition (Playstation $500 / Wii $250 / Xbox360 $375)
While the games look nice, the graphics alone don't make
them worth playing
Small number of high quality games. Not many that can be
played online.
Recent Influences on
Consumer Attitudes
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There has been an ongoing controversy regarding
graphic violence in video games titles such as
Grand Theft Auto and Manhunt. Some
psychologist believe that such violent video games
promote violence among the youth.
Senators Clinton and Lieberman introduced
legislation in 2005 to censor video game violence.
The bill was called the “Family Entertainment
Protection Act.”
Several people have died due to overplaying
games.
The Video Game Industry has
Responded With:
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A rating system for games, much like the one for
movies, so that violent video games do not fall into
the hands of minors
The “Family Entertainment Protection Act” failed
spectacularily on the floor of the Senate. Video
games receive the same protections under the first
amendment as art, film, and literature do.
Many games such as World of Warcraft and others
now have systems for discouraging long term play.
In Conclusion
The pioneers of the early video game industry
could not have even imagined how the buisiness
is now. The video game industry is often
compared to Hollywood and the film industry.
Massive advertising campaigns whose budget
equals the development costs of the project rake
in huge sums of cash. Halo 3, a popular video
game, made more sales in it's opening night
than Spiderman 3 did during it's entire box
office run.
Is there a downside?
Resources
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Violent Video Games Can Increase Agression - APA
A History of Video Game Consoles
A Study of Video Gaming – The Economist