Lauren Bacall’s famous words, “Standing still is the fastest way of moving backwards in a rapidly changing world” have never rung more true than today. In the 21st century, the world we live in changes faster and faster so anyone who fails to keep up tends to fail, fullstop.
We see this most in industries that use technology and in areas of pop culture, making it especially true for sectors that straddle both worlds. The gaming industry is one of the best examples of this as it combines both the technology used to make, distribute, and play games, and the fashions and fads that influence what types of gaming content are popular right now.
Therefore, the developers, publishers, and distributors of video games are some of the most agile and innovative in the world, working hard to stay ahead of the competition and meet the needs of continually changing consumer tastes. Here are some of the key ways that they do this.
Increasing Offerings to Meet Diversifying Tastes
The early video game industry took a similar approach to development as Henry Ford and his Model T that famously came in “any color the customer wants, as long as it’s black”. In the late 1970s, there were few video game genres and developers generally stuck to what worked.
When a new idea came about, such as the maze game which was pioneered by Pac-Man, other developers were quick to copy. In 1981 alone, there were five maze arcade clones, including Lock ‘n’ Chase, Mighty Mouth, and The Hand. That same year, a further seven were released for home computers and consoles, with dozens more that followed shortly after.
Some, such as early Alien vs Predator games, also used the concept of a maze but with fresh ideas whilst others, like Munch Man and Packman were less creative.
Today, however, developers are much more creative. Over a million gaming apps are available to download from both the Apple App Store and the Google Play Store, with everything from unique puzzles to complex role-playing games.
Online casinos also offer their players hundreds or even thousands of different games, rather than just the handful that would have been available at land-based alternatives just a few decades ago. From traditional card games to modern video slots with progressive jackpots, players have a diverse set of options to choose from.
Even within casino games, players have several variants to select from. Each one uses graphics, has a unique twist on the standard rules, and sets its own table limits. For example, players of roulette can choose between the American and European versions that have different numbers of pockets, as well as high roller options for those with bigger bankrolls.
This increased offering also extends to the devices players can enjoy games on. Whilst some like gaming on a full-sized TV screen via their console, others prefer the portability of a phone or tablet. By embracing new technologies, developers have been able to cater to entirely new demographics of gamers, particularly older folks who already own a smartphone.
Different Distribution Methods
Getting games into players’ hands has got easier and easier over time. Thirty years ago, players would have to physically visit a store to hand over cash and carry the case home. Today, gamers don’t want the inconvenience of physical discs or cartridges or having to schlep to a shop just to buy the latest release.
By embracing new technologies, publishers have been able to change their distribution models. In a world where you can order lunch to your door from your phone, games need to be available right away, which is where digital downloads and streaming come in.
Not only does this make distribution cheaper, it also provides players with the freedom to browse seemingly endless catalogs of content to select their next purchase, rather than the much smaller collections available from physical retailers.
Digital distribution has also allowed publishers to offer their games for free. While this may seem counter intuitive for profit-seeking companies to begin giving away their products at no cost, it’s been a stroke of genius.
Offering games using this free-to-play model has increased revenues and margins for many of the largest publishers as it’s allowed them to extend the lives of their games and create regular recurring revenue by selling in-game content to players through updates, keeping titles fresher for longer.
This allows developers to use technology to respond more quickly to changing fashions within the industry, with downloadable content updates that add new features, questions, and customisations. Not only does this help sell more via microtransactions, it also reduces the cost of producing new content as a DLC pack is much cheaper than an entirely new game.
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