The evolution of the gaming industry has brought with it a whole new level of engagement - motion joypads, exercise boards, high definition graphics, online multi-player capabilities, to name but a few. However, as if that wasn’t enough, the next generation of games publishers are driving a new trend in multi-channel, digital crossover.
The FT reported that Activision Blizzard are currently developing an online music platform for ‘Guitar Heroes’, set to rival iTunes. At first glance, this might seem like nothing more than a pipe dream - but given the company’s business connection to Universal Records, the Activision platform would not only have a captive audience, but could also have access to a vast music library, advertising and distributing tracks at will.
So what does this all mean for game players the world over?
The Activision initiative is just one example of the battle in the industry between traditional platform publishers and new-style ‘jutsu’ publishers, emerging with ‘beat ‘em up’ distribution techniques. The industry is now teeming with e-commerce activity, with digital reality environments breeding concepts such as virtual currency and property. But of more interest are the new methods of game player targeting and cross-selling opening up online.
Publishers and gaming corporations are now focused on developing tools and capabilities online that allow consumers to access games and associated collateral in more diverse ways. With Playstation currently at the forefront of downloadable titled games, it wouldn’t be surprising if before long, we see a lot more media available through this channel. Revenues that were once driven by shelf sales are now increasingly being managed through online selling, and innovative payment methods like micro transactions mean that purchases can take place a lot faster and more efficiently.
Granted, not all publishers or companies may decide to develop a platform as innovative as Activision. However, what we can be sure of is that consumers will continue to tap into alternate channels for games, music and videos, and that the makers will not want to miss out on these new ways of targeting and securing customer loyalty – otherwise, it could be ‘Game Over.’
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