Emakina Video Game: an unprecedented opportunity for agencies and brands From its first
The global video game industry is currently worth over $100 billion a year. A staggering figure that far exceeds the revenues of the film and music industries combined. But beyond the numbers, the benefits of video games on physical and mental health and their impact on culture and the way humans think and behave are so significant that we can safely speak of a new paradigm. Comparable to the invention of writing, printing and the discovery of the virtues of electricity, the omnipresence of video games is leaving its mark on the history of humanity. Just that.
More potential for health benefits than harm
In terms of health impacts, the eternal criticisms of the influence of violent games on young people and the lack of physical activity of gamers are more linked to the influence of violence in entertainment in general for one, and to psychological and physical problems linked to all types of addiction for the other. On the other hand, many studies continue to highlight the potential benefits of video games for young and old alike.
At the level of learning and brain plasticity for the youngest, of training in problem solving and maintaining attention on relevant stimuli ( noise cancellation ) for adults, of maintaining the intellect for the oldest, of rehabilitation following injuries or post-traumatic stress syndromes… There is no shortage of examples and they concern different types of games, from the simplest to the most advanced, whether they are played sitting down or moving (Wii, Kinect…). The results referenced by the academic search tool Google Scholar during a search for ‘ video game effects ‘ reach the staggering figure of 1,380,000.
A cultural revolution or digital transformation
While merchandising licenses and other offshoots (all arts combined) constitute a significant part of the cultural influence of the industry, other, more unexpected elements perfectly illustrate the cultural revolution we are experiencing. At the end of 2012, the Museum of Modern Art, in the heart of Manhattan, opened a permanent exhibition dedicated to video games as part of the Architecture and Design collection – two terms that are inseparable from video game production.
And in 2015, to celebrate the 25th anniversary of the Zelda saga, another major art pays tribute to the video game (and vice versa): ‘The Legend Of Zelda – Symphony Of The Goddesses’ is a true classical symphony based on the soundtracks of the many volumes of this already legendary saga. More than a gimmick, it is a real world tour that is being set up with already more than 40 dates planned in Europe and North America, in Mexico and even in Chile. And it is not about four teenagers and their instruments: a world tour of a symphony orchestra involves mind-blowing logistics, enormous financial means and an audience ready to pay at least $60 for a seat.
Hardcore gamers, casual gamers: 7 billion potential gamers
And this audience exists, if we are to believe the wild and almost unnoticed success of the World Cup semi-finals that took place in Brussels on 24 and 25 October. It was not a question of football here, but of League of Legends , a video game that has become an e-sport and whose players are real professional athletes: some earn a very good living and are sponsored by major brands – generally from the new technology sector. 15,000 people came to fill Brussels Expo – transformed into a MOBA (‘ multiplayer online battle arena’ ) for a weekend – to encourage their idols during these matches pitting two teams of 5 players against each other in the most popular ARTS (‘action real-time strategy’) game.
More than a social phenomenon, it is truly a new paradigm, with its codes, its competitions, its dedicated TV channels and live-streaming platforms, its stars, its trophies and its fans. But if hardcore gamers are more and more numerous, what can we say about casual gaming which is winning the support of the general public. No longer necessarily need consoles or super-powerful computers to play online games whose fans number in the hundreds of millions. In addition to the irritating Facebook invitations from your loved ones to play Farmville, Apple TV or, before it, the Nintendo Wii and smartphone games, are winning the support of non-gamers with simple and intuitive games that do not require a lot of time. And for those nostalgic for Trivial Pursuit, know that it now fits on your phone.
An unprecedented opportunity for agencies and brands
One thing is clear, however: Belgium is lagging far behind countries like France, Canada, Japan, the United States and Korea when it comes to widespread gamification. Far from being a defect, this is an extraordinary opportunity for agencies, which can leverage the many creative talents they have to help brands become relevant to the video game generation. And if you don’t believe me, come and join me at Botkamp for the next Brotaru, the monthly meeting of developers and other professionals, sometimes in the making, of video games made in Belgium.
by Brice Le Blévennec – CEO & CVO of Emakina Group
