Beyoncé to Promote Nintendo's "Style Savvy" Game

In the latest development of what appears to be the gaming industry's attempt to lure in more female gamers (as creepy as that sounds), Nintendo has paid top dollars to Beyoncé to be the new spokeswoman for "Style Savvy." "Style Savvy" is a fashion-focused game that lets players build and run their own fashion boutiques; an opportunity that, according to Beyoncé, is not only fun and stimulating for young minds, but also educational.

My initial impression upon reading this will blip was "well, it seems Nintendo did a bit better than Playstation." I'd take a crack at Style Savvy for shits and giggles, although I'm not sure Beyoncé would be my motivating factor. On the other hand, you would have to strap me into a chair and staple my eyes open and FORCE me to play Hanna Montana. But I digress; clearly I am not the aim of these ad campaigns. The way I see it, the target are young girls interested in fashion, or women interested (or in) fashion that will use the game as a time killer during commutes.

So what are these women saying about the game? Well, the few comments on the article weren't exactly rousing. One commenter pointed out the (fatal?) issue of initial investment in a DS, which run $129. I certainly wouldn't invest in one for the sake of a casual game or two (although, people do pay $299 for Kindles for the exact same commuting purpose...). On top of that, you're competing with investments in actual fashion (i.e. the pair of shoes the same commentor pointed out she would rather purchase). So... maybe the game isn't such a slam dunk for "adults." But what about kids?

The game reviewed well for tweens/teens interested in fashion, and noted the entrepreneurial value of building a virtual store and helping a variety of customers with different needs. Also, given it's over 10,000 lockable garments, the game could provide a depth that both casual and more loyal gamers can appreciate.

Overall, I'd say hiring Beyoncé was a good move for Nintendo, as long as expectations are realistic and Nintendo is looking to recruit female (casual) gamers for the long-tail. Will this add send women out in droves to buy a DS just for this game? Probably not. But, it may motivate young women that already HAVE a DS. Likewise, if this campaign continues on a Nintendo or industry-wide scale, the industry will likely garner a larger portion of female gamers over time. If that is the aim - which is likely given the magnitude of female-focused games out there now - this crazy plan may work.

An Addendum to Yesterday's Blog

As if to prove my point about the mature "themes" in COD being a contributing factor to it's "M" rating, this article was published in The Boston Herald this morning.

Nina Huntemann, the article's feature, is a professor at my alum, Suffolk University (well, it's where I attended law school). Not only does she bring up the point that there are potentially harmful attitudes and themes in COD 2 (such as Americans being on the "right" side of the fight, and reinforcing war as an effective way to solve global conflict), but also that, when choosing a game for their children, the ESRB rating is a "good place to start." She goes on to say: '“Parents should learn what these games are about by reading reviews beforehand and then asking to see games demonstrated on store kiosks,” Huntemann added. If they do buy a game, she said, parents should be prepared to learn how to play it, even if in a rudimentary way.'

I won't elaborate any more because I do like readers to give traffic to the source site, but I would highly encourage you to read both the article and her work "Joystick Soldiers." I'm going to see if I can track down an email address for Ms. Huntemann and find out more about her work.

Re: Dante's Inferno Proves Corrupt ESRB

I am writing this blog in response to this article, which was posted on PS3center.net on 12/19. I would highly encourage you to read that article first, and for your own opinions and conclusions about the ESRB. I had a few thoughts on both the article and the ESRB that I would like to address.

First of all, Dustin (the author of the article), you do make a good point - complaints, potential lawsuits and all kinds of other PC shit (and I mean "politically correct, not PC game/games. Please don't strangle me with your LAN cords. Yes, I stole that from The Guild) muddle the standards by which games are judged. Nowadays, it seems that you have to be between the ages of 2 and 4 to enjoy an "E" rated game, when even a few years ago there were plenty of "E"-rated games that were "fun for the whole family," if you will. For example, look at one of my favorite SIM-type games of all time: Viva Piñata. It was rated "E," but the majority of gameplay was spent trying to get the animals to do the nasty and make tiny piñata babies. Granted, it all revolved around a mini-game where you collected hearts, but anyone over 4 would understand what the unicorns were doing when they went into their magical tent.

My point? It's all about perception. In ratings, it matters how you present sex and violence. And on top of that, the ESRB appears to "prioritize" sex and violence; i.e., I would argue sex and nudity are more likely to get you and "M" or the dreaded "AO" than violence alone. I mean, it's kind of tough to play ANY adventure, platformer or RPG without killing everything in sight. What matters is whether they just disappear when you kill them (ala Final Fantasy), or end up in a bloody messy at your feet with your character covered in blood (ala Dragon Age... which I love, btw. I want to WEAR my victories!! MUHAHAHAHAH!). In contrast, because six isn't considered "necessary" to most video game story lines or gameplay, I (personally) believe if it judged more harshly.

To that same end, any "combination" of language, sex & violence can get you an "M" rating. Dustin pointed out that while he may let his younger brother play COD, he probably wouldn't let him near Dante's Inferno. COD has plenty of violence, but there are other more "practical" adult themes at play her - namely, war. In COD, you theoretically are killing your fellow man; another human being who feels differently than you do. That theme is arguably much more controversial than killing demons from hell. In contrast, the sheer VOLUME of violence and sex in Dante's Inferno won it it's "M" rating. I think people operate under the false assumption that all "M" games are created equal, and that is simply not the case. You can't just say, across the board, all "M" games are fine for my kid (or younger brother). There are a myraid of factors that got that game there, and there's not substitute to doing a little research.

Is it a pain in the ass? Yes. But it works the same way with movies and parental advisory stickers - there's a committee, somewhere, that (for better or worse) is trying to tell you something. They can't write a novel on the back of the game giving a play by play of each bit of questionable content. But I believe that, at the end of the day, the ESRB is a "warning" system, not a babysitter. If someone has personal morals that forbid their kids from exposure to certain kinds of adult content, it's up to that person to find out which games are offensive in that manner. And I think that overall, the ESRB does that better than any other entertainment rating system out there.

Please don't get me wrong; I'm not bagging on Dustin or holding up my flag for the ESRB. I'm simply pointing out that all "M"s are not created equal, and it's dangerous to operate under that assumption.

For more information on the ESRB and it's rating system, please visit esrb.org.

Buy Your Tix Now! Vid Game Exhibit in Smithsonian in... Wait... 2012?

In what can politely be called an "early announcement," the Smithsonian American Art Museum recently published an announcement that it will host a 6-month exhibit on the evolution of video games, beginning in March 2012.

First of all, this is sure to be a completely bad-ass exhibit. I honestly wish I had kids just so I could take them and show them just how far video games have come since "War Games." (Do you remember that? Ah, nerd memories...) Alas, it will likely be just me and my fiancé nerding out with all the other adults that proudly wear their gamertags on their sleeves. But no matter.

The exhibit is sure to have its high and low points. For example, not only will the exhibit take a comprehensive look at every console system (big positive there and yes, I'm bias to consoles), but there will even be a demonstration room where visitors can play games.

Wait, a demo room? Cool in concept? Yes. Execution? Hmm... I'm afraid that the Smithsonian Directors may underestimate the power of a gamer, especially under the influence of an energy drink or one too many cups of coffee. And I know I would fuel up before taking on that exhibit. In mean, the line to play Wii at Best Buy is annoying enough... can you imagine the hoarding when there's thousands of game enthusiasts in one place, scrambling to get their moments of reminiscence with an Atari system? I shudder to think. You know people that live in the DC area will visit that exhibit multiple times just to hang out in the that room. And the adults are sure to be worse than the kids (aren't they always?)

Either way, I know I'll be heading down to DC sometime during 2012. In other news, I've recently discovered The Guild. How the hell did I miss this??

Report Says Vid Game Industry Best for Empowering Parents

Apparently I've got a theme going this week. I'll admit, sometimes I tend to get on my high-horse about video game content because I know the educational tools are there for parents to understand what they're kids are playing, and that the Video Game Industry gets a bad rap for no reasona. And I'm not the only one that thinks that, so HA!

Unlike movie rating systems, the ESRB ratings systems is optional. But how many games do you see without ratings? Um, a whole lot of NONE. Even "E" (for Everyone) gets plastered on the most family-friendly games. The article I cited earlier states in part:

"The computer and video game industry leads all others in ensuring its products are marketed appropriately and is the gold standard for others to follow," said Michael D. Gallagher, president and CEO of the ESA, the U.S. association representing computer and video game software publishers. "Today's FTC report is a strong acknowledgement and validation that industry-led self-regulation efforts are the best way to provide parents and retailers with the resources and support they need to keep our kids' entertainment experiences suitable."

There are some other fabulous nuggets and hard facts about how well the gaming industry and its retailers self-regulate. You know that, I'm not going to elaborate.. I've only got two words. BOO. YAH.

Minimizing Risks in Start-Up Gaming Co's

I read a great article this morning (thanks, Google alerts)about Kalypso, a Baltimore start-up that just launched it's first game, Tropico 3. That's right, Tropico 3. How did Kalypso accomplish the amazing feat of creating the third game in a popular series as their first release? No, my friends, they did not rewrite the laws of physics.. they purchased the right to the series from Take Two, creators of GTA. You see, as the article points out, while the Tropico series has sold hundreds of thousands of copies worldwide (thanks in part, no doubt to both physical and downloadable sales on sites like Gametap & Yahoo! Games), it's still not profitable enough for Take Two to keep in its roster. Not when they have GTA (which sells millions of copies per release) and some of the best game developers in the biz; priorities = profit.

Now, that's not to say that Kalypso, who only opened their doors in June, don't have equally talented programmers and developers on their team. Quite to the contrary, I think this move was GENIUS for a start up, especially one in the cut-throat gaming industry. On the one hand, entrepreneurs "have no place to go but up," states Kalypso founder Deborah Tillet. But on the other hand, the risk of crashing and burning is higher, and of greater personal risk than it is with larger, established companies. So what better way to balance these interests than to purchase a more established IP? I touched on this topic a little while back, but it's certainly no secret that established IPs are an easier sell (and a better idea?) in this current economy. I applaude Kalypso for taking the leap and starting their own company @ a time when everyone is clinging to the known and the safe. I think purchasing the rights to an established title is a perfect & creative way to get on the map, and a chance for Kalypso to become truly innovative much quicker. Huzzah!

MySpace Tries to Get It's Brand Back... Good Luck.

I'm not going to lie; I jumped on the MySpace bandwagon when it was all the rage a few years ago. And as much as it kills me to admit it, I haven't deleted my account, and, to the best of my knowledge, MySpace hasn't either. There's something sacred in deleting a social network account or a blog.... I've got this mental block that it just seems "wrong." Either way, I log on every few months to get it another chance, and am constantly disappointed at the cess pool of social media laid out before mine eyes. MySpace is a complete disaster. It's covered in flashy, annoying ads that just scream "cheap!!!", and it's filled with unsavory characters. Tell me I'm wrong; I dare you. So how did MySpace get here? And can they fix it?

Apparently, they're going to try. According to that little blip, MySpace is attempting to get it's brand back my focusing more on music, videos and games.

I'm not really sure how this will help the brand recover. The issue wasn't necessarily content (although I've seen enough pics of people in their bathrooms trying to look sexy to last me a lifetime, thank you), but functionality and the AWFUL ads/spam. MySpace is still a place for music, and many bands and music professionals alike still swear you still need a MySpace page. I'm on the fence about this, because MySpace's search function is so band that it severs limited to ability of fans to FIND music that they might actually like. Instead, users are stuck fumbling around with random key words that MIGHT be the title of a band or song they like. For example, if I like metal, I should probably type in "Guitars of Death Steel," or "Apocalypse Babies" and hope for the best. There's no intuitive way to find music related to bands that you like. Sure, there are "genres," but how often do you look up a band you like and go "What the hell?? They're not [insert genre]!" Maybe I simply haven't played around with it enough to find the niche, but should I have to?

Moving on to videos and games, it's still going to be an uphill battle. YouTube has established itself as the top go-to for videos... what is MySpace's "hook" to top that? And what's the approach to gaming? Is is casual gaming a la Yahoo! Games? Or bigger, downloadable stuff a la Gametap? Either way, they're going to have to prove to users that not only have they cleaned up their brand (hurdle #1), but also that their services are BETTER than what's currently out there (hurdle #2). Can they do it? I'm not so sure, but I'm willing to hang on to m profile for a bit longer to find out.

Social Gaming On the Rise

Great article in the San Fransisco Chronicle today about Social Gaming. You know, games like Mafia Wars that you can play on F/B and annoy all your friends with your constantly updated news feed. I really shouldn't be so critical. For the gaming industry, it appears these babies are a little bit of a cash cow; simple concepts, graphics and mechanisms means lower development (and possibly maintenance) costs. Plus, because they don't require you to play "live" with others, casual gamers have the option of logging on and contributing to game play as it suits them.

Do any of you guys play these games? What are your thoughts on these games and (new) direction of gaming?