Within this book, the marketing of video games is explored, with references to violent video games and how the institutions make games in order to appeal to their audiences. However, the book also cites the fact that video game companies have become ensnared in a "performance trap" that causes them to lose sight of the customer. This book aids with my investigation as it looks at how companies strategically attract their audiences to their games and how violent games are successful.
Important quotes on video gaming:-
"Video games not only consume a large portion of our free time, they influence cultural trends, drive microprocessor development and help pilots and soldiers". pg 6
"Now with the Ninetendo Wii and DS , they are helping people stay fit , facilitating rehabilitation and creating new learning opportunities" pg 7
"Advances in video game graphics in the 1990s have certainly led to more realistic story lines and images" pg 7
These quotes show the effectiveness of games in society as they can be positive, yet may be damaging due to their content
Violent video games make children more violent?
" Kids not only watch realistic characters spurting blood and pulling heads, spinal cords and beating hearts out of bodies, but they are creating mayhem and are rewarded with extra points for doing so." pg 7 ( Lieberman 1993)
"The video game manufacturers should recognise they've gone too far and agree to stop making games that portray extreme violence or sexual activity" pg 7 ( Lieberman 1993)
These quotes suggest that a need for regulating games should be imposed, as children can play games ans can be easily impressionable due to the content. Though, parents may feel a need to enforce the regulation on games which are too explicit, as they may potentially ' corrupt' children and make them more violent.
The ESRB and the video game regulation debate
In 1994, the video game industry responded by creating the Entertainment Software Rating Board (ESRB), a semi- independent review board responsible for providing an age recommendation for video games as well as content warnings, such as language, sexual themes and violence. pg 7
A series of school shootings were linked to violent video games, culminating in the April 20, 1999 massacre of 13 people at Columbine High School in the state of Colorado (US) by two video game enthusiasts. pg 8
The public outcry on regulating video games reached a peak with the 2004 introduction of Grand Theft Auto: San Andreas, which featured corrupt cops, racism, drive-by shootings, pipe beatings and explicit sex. An earlier version of the game awarded points to players who made drug deals, killed police officers and solicited and murdered prostitutes. pg 8
Rather than limiting sales, controversies often fueled demand for such games, as teens and older children flocked to stores to purchase mature rated games. pg 8
In effect, violent video games' ability to be liberal often leads players to play games for a longer period of time, due to the availability of special items and points for completing missions. Though, the audience may still play such violent games, as the controversy surrounding them may lead the audience to experience playing games where your player can kill and commit immoral acts.
Video games and link to violent behaviour and the positive effects of video games
"An Australian study showed that "only children predisposed to aggression and more reactive to their environments changed their behaviour after playing violent video games, whereas normal individuals were unaffected". (Sydney Morning Herald 2007).
In his best selling book, Everything Bad Is Good for You , science editor Steven Johnson (2006) explained how playing video games can actually have benefits.
"... children learned specific problem- solving skills, even from games with apparently trivial themes" pg 8
"... puzzle games such as Brain Age and Brain Academy , were believed by some to have a therapeutic affect on individuals suffering from certain neurological disorders, such as Alzheimer's disease". pg 8
"A different problem was childhood obesity and diabetes, which according to the National Institutes of Health (NIH), had reached epidemic levels in the United States, partly owing to video games and computer use". pg 8
On the contrary, video games have benefits, as they teach players vital skills such as problem solving and also carrying health benefits. Though, the continual playing of these video games lead to the audience being unhealthy, as they tend to cause addiction due to the content and availability of points and rewards.
The need to address health concerns of video games
Game developers addressed health concerns due to the complaints that playing games for a longer time caused health problems. The success of the Nintendo Wii revolutionised the gaming landscape, as players could interact with each other and also be healthy by exercising and moving around.
"Game developers addressed such helath concerns by creating games with a strong physical component" pg 9
"On the Nintendo Wii , a new motion sensing controller had gamers swinging virtual tennis rackets, tossing virtual balls and wielding virtual swords, instead of sitting sedentary in front of the screen." pg 9
http://books.google.co.uk/books?id=O5KjS3Q7QdsC&lpg=PP1 dq=video%20game%20marketing&pg=PA2#v=onepage&q&f=false
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