real world
Games Industry Affects Social Changes
Posted by Mike Fahey at 2:20 AM on March 1, 2008
The New York Times' Seth Schiesel has written an excellent article on the recent shift of gaming from a solitary or online practice to a more social affair, where friends and family gather and play together, and the way these changes have effected the companies that make the games. The social shift was completely necessary to bring gaming to the masses, and the companies that saw that early on saw great benefits, Nintendo's Wii being case in point. Just ask Phil Harrison, outgoing president of Sony's game studios, who has long been frustrated by his Japanese company's failure to change with the industry.
"It's a very interesting and frustrating thing for me to experience because I have been banging the drum about social gaming for a long time," he said. "And our Japanese colleagues said that there is no such thing as social gaming in Japan: 'People do not play games on the same sofa together in each other's homes. It will never happen.' And then out comes the Wii."
Whenever game industry folks bring up the shift to social gaming you can bet your ass the Wii is going come up at some point. Take their successful ad campaign for the Wii, which goes against the grain by showcasing the people playing instead of the games themselves. It's a strategy that even Microsoft has to appreciate - and ape.
That's why I was not especially surprised to walk into a meeting with Mr. Schappert of Microsoft and find the walls covered with posters that looked as if they could have been ripped straight from Nintendo's marketing playbook. Those posters actually conveyed more about Microsoft's attempts to adapt to the new gaming market than almost anything Mr. Schappert could have said.Yes, Microsoft might be a bit late to the game, along with EA and Sony, but now that everyone is on the same page gaming is only going to get bigger.
As Gaming Turns Social, Industry Shifts Strategies [New York Times]

Comments (AU Comments · US Comments)
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JamminJonah
Posted 8:20 PM 3/3/08
Hi! Sega Dreamcast here. Sorry it's been a while, as you know I'm officially obsolete. Just couldn't help but comment that much of my catalog was geared towards fostering a social affair. Lots of my games were multi-player and I recall more often than not having a number of people plugged into me. Just wanted to drop a line to say hi and I miss everybody.
- Dreamcast
(cough. online.)
JamminJonah
RawSteelUT
Posted 8:20 PM 3/3/08
@Huckleberry: Hold on. Just because people don't like the Wii's offerings means we're in the dark ages? Hello!? Not everything is for everyone. Some of us would actually rather use our minds for a bit, or at least do something that requires a modicum of skill, instead of having our games play themselves. And there have been social games that have been easily accessible before, like Singstar and Guitar Hero that I mentioned before. It's not Sony and Microsoft's fault that the only time the mainstream media stopped to take notice is when Nintendo put out Wii Sports.
And it's funny how Wii software isn't selling very well still, at least once you get outside the traditional Nintendo Franchises and Wii Remote W/ $10 Minigame compilation. These people aren't going to game anywhere near often, and even if they do, they've proven that Wii Sports, Wii Play and MAYBE Wii Fit is all the gaming they want. That's not making gaming mainstream, that's a one-off fad that Nintendo won't win the market with.
RawSteelUT
Huckleberry
Posted 8:20 PM 3/3/08
It's been said a few times in here, but it bears repeating: "social gaming" is referring to people who only game "socially," like people who drink "socially." Yeah, a lot of us play games with our friends online, or whatever.
This is a different beast. It's about bringing gaming to the point where it's something everyone does, like going to the movies.
Nintendo is bringing us there, and if you guys don't want to come along, feel free to stay back in the dark ages. You'll come around sooner or later.
Meanwhile, my parents, aunts and uncles are meeting up tonight. They requested I come visit for a while, and so I asked what their plans were for the evening. "Probably gonna have dinner and maybe play some Wii," they said.
And that's why Nintendo is drinking the industry's milkshake right now.
Huckleberry
cheez
Posted 8:20 PM 3/3/08
I came here to post exactly what bluerondo just did.
cheez
MichaelR
Posted 8:20 PM 3/3/08
I need more asian and black, hispanic friends to come over and play my Wii with me.
MichaelR
bluerondo
Posted 8:20 PM 3/3/08
Ugh. Your grammar--it...pains me.
" Games Industry Affects Social Changes"
That should be "Games Industry EFFECTS [brings about] Social Changes."
"... these changes have effected the companies that make the games."
That should be "these changed have AFFECTED the companies."
Please. Please for the love of god and grammar, get a freaking copy editor or at least someone with a high school diploma. My head is about to explode.
Kaboom.
Oops, there it went.
bluerondo
KM91
Posted 8:20 PM 3/3/08
I'm an introvert, always have been. However, that doesn't mean that I can't talk up a storm or perform a speech in front of a large audience.(after all, I'm a Teen Court lawyer, that's a required skill.)
KM91
Krumm
Posted 8:20 PM 3/3/08
@Toulouse-Lautrec: He says "Recent shift" as in more accessible games for the non gamers. Games and control schemes that allow non gamers to have fun as well as hardcore.
Krumm
NeoAkira
Posted 8:20 PM 3/3/08
@Toulouse-Lautrec:
Social gaming has naught to do with the average gamers getting together and playing. It has to do with getting people to play who wouldn't even think twice about video games normally. ie A large number of people that the Wii reaches out to with its simplistic, intuitive controls.
NeoAkira
lucasreis
Posted 8:20 PM 3/3/08
For me gaming was always 70% "social" as I prefer to play with other people around, even if it´s and adventure with only single playing. I like to have more people around so I can discuss strategies and stuff like that, I think it´s more fun, this isn´t new, just marketing crap.
lucasreis
Toulouse-Lautrec
Posted 8:20 PM 3/3/08
What I don't get is the sudden interest in this "social gaming" thing.
In my opinion, it's just another market buzzword for something that's been around for ages
"(...)the recent shift of gaming from a solitary or online practice to a more social affair(...)"
What the fuck?? Recent shift? I'm 22 years old, and I can distinctly recall having friends over or going to friends' houses to play ever since I was six!!
Stop trying to invent what already exists...
Toulouse-Lautrec
ImCowman
Posted 8:20 PM 3/3/08
In terms of sociality, its not so much the Wii's fault as it is Facebook and MySpace's. Look at when all of us were younger, most people were either 'Video games are dumb/bad for you' or 'Video games rock'. The video games kids figured out you didn't have to go outside to have fun, and the others just continued as usual.
Now, as most younger kids are staying in using the computer, they see us, the people who already knew videogames, and now they see it can be fun. Thus, more people to play with.
Simplicity also plays a huge part in it. If my sister was inside on her computer and saw me playing Bioshock, she'd have no idea how to play, and probably wouldn't ask. However, when she sees me pointing my controller at the screen and pressing one button, she is much more likely to be interested.
In the end, this is why I initially got involved in videogames. I always thought they were great, but when my friend brought over his N64 with Smash Bros., I knew that was the optimal experience. Everyone involved, everyone having fun. And I wanted in.
BTW, this is the reason I don't think split-screen should be cut out of ANY game that has ANY type of multiplayer. Sure its social, but the other 4 people in your room don't think so if you're talking to your xbox live buddies.
(PS - I have all three systems, and I love them all! I just prefer the real, live multiplayer experience)
ImCowman
nastysquared
Posted 8:20 PM 3/3/08
I think the big picture that a lot of people are missing here is simplicity. The Wii has helped this "social gaming" movement because it's easy to play. As good as some of the game we generally think about when we think "multiplayer" (COD4, Halo, yada yada yada) they're just too complicated for the average joe.
I've been a gamer for my whole life and even I think they're too complicated, which is why the Wii really appealed to me.
RE4 is a great example. On the Gamecube and PS2 there was a button for shoot, a button for reload a button for a knife attack amongst others. On the Wii, those three things have been simplified and the only button press you really need to know is A for shoot.
nastysquared
ajay42
Posted 8:20 PM 3/3/08
@Spiffyness: This could happen but it would require thinking differently than people do about single player experiences and to change some of the assinine quality criteria that gamers have (longer game = better being the dumbest.) But, for example, you could have a multiplayer, turn based rpg in which the story was tuned to finish in say, 2 to 3 hours and in which information gleaned by watching each players turn (when the other players are not playing) is vital to everyone's own character's plot and the overall story. Think a cross between the mechanics of a board game like Clue and any dungeon crawling RPG. In these types of games setting and style would be really important as well and would have to offer more than the mainsteam swords or space guns settings.
But I could easily see people sitting down for a night of that in much the same way as they might collectively watch a movie and it has the potential to have as much depth as many single player experiences (and, well, movies, for that matter.)
ajay42
IntelSilver
Posted 8:20 PM 3/3/08
Bigger, but not necessarily better.
IntelSilver
smitty1123
Posted 8:20 PM 3/3/08
@badasscat: I miss Combat. My fav was still the 3 little planes vs 1 big plane mode.
smitty1123
elementary
Posted 8:20 PM 3/3/08
@elementary: should read: it is the polar opposite of social gaming
elementary
NeoAkira
Posted 8:20 PM 3/3/08
@Pwnocchio:
I think the problem with saying that those games are "social games" is that you can't get your mom or dad to play SF or Goldeneye with you. WiiPlay on the other hand, much easier.
The biggest thing people are forgetting is that the Wii GREATLY lowered the control barrier needed to be surpassed in order to play a game. That is what makes it social; that your average Joe can play many games on the Wii without having to know complex button sequences or be good at simultaneously moving himself with his left thumb and shooting with his right.
NeoAkira
KeroseneClimax
Posted 8:20 PM 3/3/08
@Tepoz: As much as I love Street Fighter, and fighters in general, those games aren't really examples of games that truly promote social gaming. Unlike Rockband or Singstar, games that can garner crossover appeal from people who don't play games, fighters are usally made for those already in the know and doesn't really give room for the Average Joe who can't tell the difference between an S-groove and P-groove.
Social gaming would really require that a game can be picked up by anybody, at anytime - regardless of the number of people - and allow for a fun experience, without asking the player to memorize numerous movelists in order to become remotely competent. SFII definitely brought out allot of hardcore gamers, but ostracized many people who simply wanted to kill some time without feeling like they suck for not knowing how to execute a quarter circle forward + punch combination.
Fighters by nature are usually for competitive gamers. One of the reasons Super Smash Bros. is so popular is because it raises the level of entry for more casual gamers by not bombarding them with complicated controls, allowing for Grandpa, Grandma and little Timmy to still enjoy the game with friends and family without being asked for more than to just pick up and play.
KeroseneClimax
elementary
Posted 8:20 PM 3/3/08
This article recognizes something that it seems few gamers recognize. Online gaming is not social gaming. In fact, it is the polar opposite of online gaming, especially with the advent of voice chat, which effectively isolates the player from everyone who may happen to be present in real life.
Recent game development and advents in technology have been working to pull the player into the game. I, for one, welcome any pushes to let the game permeate the room and encourage real-life interaction of its participants and observers.
Even little things, like allowing extra players to control pointers on Zack and Wiki, can drastically alter the social aspect of gameplay.
elementary
SSJPabs
Posted 8:20 PM 3/3/08
Hmm, and yet the number of people I know who actually game socially is uh, well I think 1 person? That's not enough for social gaming... heh.
SSJPabs
Pwnocchio
Posted 8:20 PM 3/3/08
Do all of these people forget about games like Goldeneye and Street Fighter? Those were my first truly social gaming experiences.
Pwnocchio
Krumm
Posted 8:20 PM 3/3/08
The social gaming expansion that is being mentioned lately, is not what most people think it is.
Its not the social gaming we had until now, because we always had social gaming, but it ended up being restricted to a certain group of ppl.
Either because of the controls, or the requirement for a bit more of experience with games, to be able to enjoy them.
It´s not the fact that there are more "social" games these days, that is changing the market. Its the fact that those social games are more accessible to ppl without any gaming experience. Hence the success of guitar hero and Wii games generally.
Often we wold see ppl that don´t really play games, buy a racing cars game and a wheel peripheral with it, otherwise they wold never had bought it.
The change in market direction lately is by no means exclusive to Nintendo, the attempt to change has always been there, but the wii gave the final push it needed to take off.
Who knows were this is going... we have interesting times ahead :D
I´m really looking forward to Sony and Microsoft answer to wiimote, and yes they will at some point, noway they wold let this gold mine escape :)
Krumm
Gadgetron
Posted 8:20 PM 3/3/08
I miss arcades
Gadgetron
cduran
Posted 8:20 PM 3/3/08
This whole social gaming thing could be a huge problem for me if it becomes widespread. Reason being that with my busy schedule, I don't have many friends that can come over and play, my wife (and oddly my kids) don't like video games. My only social gaming is done online when I play Warhawk or COD4 with others.
I'm pretty sure I'm not alone on this.
I also don't like the fact that social games are not very deep, I've never seen a social RPG, a social Tactical Shooter or a social survival horror game. All of which are my favorite types of game. I just hope its a fad that will die down a bit, otherwise I could be completely out of games to play.
cduran
Setzer IIDX
Posted 8:20 PM 3/3/08
@RawSteelUT: Notice or Remember?
This COULD spawn a return of arcades.
In which case, I'm asking for my pay in quarters from now on.
Setzer IIDX
RawSteelUT
Posted 8:20 PM 3/3/08
@lionkitten: Indeed. Call of Duty 4 has outsold many of these social games easily, as has Halo and as will GTA4.
And the reason you don't see as many splitscreen games is because of the rendering power necessary. The more detailed the environmnents become, the harder it is to render them twice. Though I for one would like to see more system link games at the very least.
RawSteelUT
lionkitten
Posted 8:20 PM 3/3/08
Yes, social gaming is taking off, but what ths doesn't reflect is that the biggest single titles and most valuable properties of recent times are still traditional games with online, social elements.
World of Warcraft certainly can be social, but it's not a bunch of friends on a couch. Same goes for Halo/GTA/COD4/Assassin's Creed and many other megasellers of late.
It is amazing, though, how many games have abandoned same box split-screen, though. I have often lamented not being able to play certain games with friends in my own home with only one box/tv.
lionkitten
badasscat
Posted 8:20 PM 3/3/08
Let's not forget, people - even the Atari 2600 came with two joysticks. And it came bundled with a two-player game, Combat. (Atari was also the first to market with a four-port system in the 5200.)
"Social gaming" is just the latest meaningless buzzword meant to make something pretty much as old as time itself sound new. And the purpose of inventing a new term for something that's been around forever is what? That's right: to make guys like Phil Harrison sound like he actually came up with a new idea. Well, he didn't.
Nintendo's just executing better. They're not doing anything new except motion controls, which has absolutely nothing to do with "social gaming".
badasscat
RawSteelUT
Posted 8:20 PM 3/3/08
This is what I hate about the mainstream media and its fad mentality. Games like DDR, Guitar Hero, Karaoke Revolution, Singstar and the like have been social experiences long before the Wii. Furthermore, some of my fondest memories from my youth include playing Mario games with my brothers or Street Fighter II in arcades.
Gaming's always been social, it just took Nintendo's fad to get everyone in the mainstream to notice.
RawSteelUT
natpoor
Posted 8:20 PM 3/3/08
I didn't like the article because it ignores how the awareness of the market for electronic games has changed over time. When Myst came out, families played it together. It was a huge, social thing. Other games have appealed to women, and so have doubled their potential market (from just men to men and women). When I taught my students, young men and women, all fondly recalled Oregon Trail. People have known about the market(s) for games for some time, journalists have written about it, but this article doesn't mention any of that and makes it seem as if the current changes are new. They are not.
The article also ignores how the Wii was initially denigrated widely in the media as underpowered. Only after it became a success was there a Wii bandwagon. If people had always needed super graphics, no one would have used the Atari 2600 (or 8-bit, or 16-bit). People are social. Always have been, always will be. Whether it's playing online with others (which as we all know the PS3 and Xbox360 allow you to do) or play together while in the same room, people like to play games, and to so socially is even better (ok not everyone likes to, but in general).
I admit I got irritated with the article so ended up skimming it (I couldn't take it anymore), so maybe I missed something. But the Atari 2600 allowed you to connect more than one joystick; Atari knew that there was an important social component to gaming and that was 20 years ago. Not to knock the Wii, it's awesome. But the journalist doesn't know the history of the computer gaming market, and he should since that is what he is writing about.
natpoor
sedaris
Posted 8:20 PM 3/3/08
I take exception to this idea that social gaming is suddenly a new thing. Granted, most of my gaming is solo, but my friends and I have played together for years and years. I think it is better to say that what is actually occurring here is an influx of gamers who are able to enjoy themselves, regardless of their level of skill. It's really an "It's so easy, anyone can do it" mentality combined with the added benefit of it being "fun for the whole family!"
The fact is that people have been playing games on the sofa together for a long time now. This is just a difference in scale resulting from easier accessibility. All of it stems from a perception of there being a corelation between gaming skills and lack of social skills, but the fact is, gamers have been gaming together for years, and even trying to get non-gamers in on the act, I imagine. Who here hasn't tried to get a friend or relative into gaming, only to be met with derision, scorn or disapproval once it's clear that they can't really workout how games "work" and they don't have the skill set which is needed to play them as well as you? This itself is a whole other conversation, but I think it's really a defense mechanism when someone if confronted with something they might not be good at that apparently comes naturally to others.
So suddenly, this kind of divisive attitude has disappeared with the introduction of a new kind of game that "anyone can play." Really, gamers and games have always had the potential for this kind of social cohesion, but it was only realized among those who were willing to take the time to figure out the "language" of gaming.
sedaris
SigmundTheSeaMonster
Posted 8:20 PM 3/3/08
@Krytha: And maybe a good thing!
SigmundTheSeaMonster
SG79
Posted 8:20 PM 3/3/08
@Doomstalk:
Or the more direct "It's good to play together" from the original Xbox days. All Nintendo did is change controls, and that's what worked for them. That and creating titles that complement the controls that are simple enough to draw non-gamers.
SG79
Krytha
Posted 8:20 PM 3/3/08
Wii Play is the new monopoly. Maybe literally.
Krytha
Seanchaen
Posted 8:20 PM 3/3/08
@P-Sheddy: I doubt we will ever get to that point. The kinds of game that are now "socially acceptable" are not MGS4 or Gears of War. They are Wii Play or Rock Band/Guitar Hero. That's fine and it's a step in the right direction, but in my experience those games are not serving as gateway games.
Seanchaen
SG79
Posted 8:20 PM 3/3/08
I'm all for it, as long as social gaming doesn't turn into "let's put out as many multiplayer family shovelware titles out". Or at the expense of creating satisfying challenging games.
Games on average are easy enough as they are, and we don't need them dumbed down further for the sake of expanding a "social" turn.
The ones jumping on the bandwagon haven't been gamers, so they must strike a balance between creating social and traditional games.
SG79
Old-school Sonic fanboy
Posted 8:20 PM 3/3/08
I hope they don't focus too much of social gaming and forget about gamers like me who get a new game and sit in the dark alone for about 6 hours straight.
Old-school Sonic fanboy
Doomstalk
Posted 8:20 PM 3/3/08
Microsoft was pushing the social aspect before the Wii even launched. Their "Jump In" campaign was very much centered on the idea on the idea of playing together.
Doomstalk
tralfaz23
Posted 8:20 PM 3/3/08
social gaming has always been around with Bomberman, Goldeneye, WCW wrestling games, Madden.
tralfaz23
Setzer IIDX
Posted 8:20 PM 3/3/08
@Spiffyness: I never could understand 'serious tabletop RPGs'.
I understand you want to play and not have it totally ruined by 'tards. But the entirety of my experiences with tabletoppers were people with sticks shoved so far up their arses I could run a laundry cable from two of their mouthes and hang up my shirt to dry from the venom they were spitting at me.
Taking a game too seriously is counterintuitive to me.
**Making a comment, not insulting any game types. No frothy anger please? =D
Setzer IIDX
Americo
Posted 8:20 PM 3/3/08
Is it too late to change the "chat" feature in Mario Kart Wii?
Americo
Tepoz
Posted 8:20 PM 3/3/08
@Kovitlac: The Wii capitalizes on this type of gaming more in their adverts then the other two. Wii games also tend to be more family oriented than the other two.
Tepoz
Shiryu
Posted 8:20 PM 3/3/08
@Kovitlac: ...you don't have a Wii, do you?
Shiryu
Livid
Posted 8:20 PM 3/3/08
@Kovitlac: cuz grandma don't play on the PS3. :p
Livid
smitty1123
Posted 8:20 PM 3/3/08
@Kovitlac: He is differentiating between playing on-line and playing in the same room.
smitty1123
Collapse The Control
Posted 8:20 PM 3/3/08
I love that picture... for some reason.
The Wii is great for getting social gaming going with relatives and close friends.
The 360 with XBL is great for getting some hardcore gaming sessions going with gamer friends.
Collapse The Control
Kovitlac
Posted 8:20 PM 3/3/08
...how is Wii gaming any more social then PS3 or 360 gaming?...
Kovitlac
FancifulUnicorn
Posted 8:20 PM 3/3/08
@Spiffyness: Yes! More co-op please!
FancifulUnicorn
P-Sheddy
Posted 8:20 PM 3/3/08
I just want it to get to a point where people in offices and other places talk about video games like they to with movies. Instead of "Hey are you going to see War of the Worlds when it comes out tomorrow?" it would be "Hey are you buying Metal Gear Solid 4 when it comes out tomorrow?"
I just want video games to get the same respect movies get, and not to be a "nerdy" thing anymore. I'll thank the Wii if this change starts to happen sooner rather than later.
P-Sheddy
Spiffyness
Posted 8:20 PM 3/3/08
@Tepoz: I'd say Street Fighter only made gaming "social" for those who were already manateen gamer-nerds. But obviously we're all ANTI-SOCIAL, so nobody noticed.
Spiffyness
Spiffyness
Posted 8:20 PM 3/3/08
As much as I love games as a social/competitive/sportlike/entertainment medium, I really hope that the idea of experiencing a game for its own merits (instead of to socialize) doesn't fall by the wayside. I'm sure that the single-player game will still be around for a long time to come.
Of course, the thing I REALLY want to see is a multiplayer game with all the storyline and/or artistic value of a single-player game (co-op, obviously). Of course, playing a serious co-op game with the wrong person is like going to a movie on that ONE night when all the socialites come and they ruin it for you. However, just as you can find a bunch of people in a town willing to get together and play a serious tabletop RPG, it would obviously be possible to find someone among your group of friends who wants to play a serious, STRICTLY Co-op game and appreciate it as much as we would.
Spiffyness
Tepoz
Posted 8:20 PM 3/3/08
Alot of credit should go to the Guitar Hero series for making social gaming "the thing" before the Wii came along. Hey, why no love for fighting games, especially the Street Fighter series for fostering social gaming?
Tepoz
JeffPaine
Posted 8:20 PM 3/3/08
Well I'm not so sure that video games will ever get to the point where a "social game" is the norm
But my non-gamer mom absolutely loves Karaoke Revolution, just about every non-gamer friend and relative that's been over has loved trying out the EyeToy (even though they found it kind of hard to grasp the concept of STAY OUT OF THE DAMN PICTURE) and Wii Sports, and recently my movie-buff non-gaming uncle stayed with us for about a week so I bought Scene It and he loved that.
So basically there will never be a complete switch to "social gaming" because these games simply don't last very long, and they're not very fun with only one player. But I think especially with the mainstream popularity of the Wii, we will be seeing a lot more of these so-called "social games"
JeffPaine
maiky-nisute
Posted 8:20 PM 3/3/08
welcome to the new age off gaming
maiky-nisute
freespeech
Posted 10:10 PM 19/3/08
it has nothing to do with being more social but more fun and approachable. Most people (older people) get frustrated/intimidated by the ps3 or x360 (actually even older controller had the same reaction) because they find it to complicated so they say blah. the wii on the other hand is easy to pick up to play cause you do more physical motions and less button pressing (mostly).
freespeech
KamuZ
Posted 10:10 PM 19/3/08
@tralfaz23: Agreed but mostly just between other gamers. The change here is the audience as they are becoming more casual. If you ask me, my sister, girlfriend and dad will never play WWF or Bomberman. On the other hand, they are always excited to get together and play some Wii, in our case we like tennis and bowling tournaments as a family, they don't care if graphics are pretty or anything, they just love the experience which is nice as i had Atari 2600, NES, SNES, Xbox and my PC for gaming and they never got interested in any game but Super Mario Bros in NES (my dad used to sneak at night to the gaming room and play it for hours).
And i'm glad this is happening because playing with other people in the same room is better than online play and it's happening everywhere (i'm in Mexico).
KamuZ