The presentation that Chris Deering did last week at the Universitat Autònoma of Barcelona was more than interesting. It was quite enlightening. Although he did not reveal any magical key on the future trends in digital interactive entertainment, he offered several clues of what’s going on right now, with clear and valuable data and a bunch of ideas that, in fact, are already being discussed in academic and industry forums.
It is always a pleasure to listen to a high profile professional in the context of an academic activity, and Deering’s is more than a high profile. A graduate of Boston College and Harvard Business School, Deering’s career in videogame area began as Vice President – International Marketing at Atari in 1983. In 1985, he moved to Sony’s Columbia Pictures Home Video. He departed Columbia after a decade, moving in 1995 to London to establish Sony Computer Entertainment Europe. As CEO Deering was responsible for the London-based Sony PlayStation Division for EMEA and Australasia, and is widely regarded as the “father of the European PlayStation”. Retiring from Sony in 2005, he has been awarded the Computer Games Industry Achievement Award from BAFTA, the ‘Hall of Fame’ from ELSPA and is also the Chairman of the Edinburgh Interactive Entertainment Festival.
In his presentation, Deering enfasized some differences between what he called the “PS2 Generation” and the “New Generation”.
According to him, in PS2 Generation, people were PC literate; they used mobile phone in order to make calls; the trade was 90% retail; there was an online teamplay niche; and a one million MMORPG niche; and last but not least, it was the generation of the product placement and the static InGame Ads.
On the other hand, in New Generation, people are blog and MySpace literate; they use mobile phones for SMS and photography; people are playlist obsessive; they use YouTube and Facebook; there is a 15 million MMORPG sector; and, lastly, it is the generation of dynamic InGame Ads and transactions.
Some interesting conclusions of Deering’s presentation: There are few sure bets. In an era of growing budgets, few games do well. Expenses can kill companies while they learn to adapt. So, every new development must have “religious buy-in” from all selling groups. A last interesting conclusion was that Interactive Entertainment should be taught as a career path in Universities.
What the industry could do better? Firstly, rethink the balance of development and marketing. Secondly, rethink how games are developed. Furthermore, industry has to invent new revenues using the power of syndication, search and recommendation, and take the game seriously as a media.