Thursday, April 1, 2010
Lexington, KY - The video game industry has grown up — fast. When comparing its overall timeline with that of other forms of entertainment, video games are clearly still in their infancy. With an origin that can be tentatively traced back to the late '70s, many analysts wonder how such a young form of entertainment could overthrow longtime powerhouses such as the film and music industry. Yet, with overall sales reaching nearly $12 billion in 2009, it's done just that. Video games have become the fastest-growing entertainment form in history, and that's serious business.
So how did this happen? To put it quite simply, the answer is everywhere. Video games have infiltrated nearly every platform and media device possible. From the iPhone to PDAs, it's easier than ever to enjoy a quick game of The Sims or Texas Hold 'em, anytime and anywhere.
According to the Entertainment Software Association's annual report, 37 percent of heads of households play games on a wireless device. Also astonishing is the fact that the average gamer is now 35 years of age and has been playing for an average of 12 years. Combine all of the previous knowledge with the fact that 25 percent of gamers are above the age of 50 and 40 percent of the market is actually female, and we are left with an undeniable conclusion: Video games are here to stay, and they're part of the daily routine of almost everyone around you.
Rewind several years to 2007, back when we launched GCHD (GameCinemaHD). We were two years into the current console war, which was being waged by Sony with their PlayStation 3, Microsoft with their Xbox 360 and Nintendo with their Wii. We knew for certain that starting a video game media company was the appropriate direction for us, but at the time, we didn't know how to make the biggest impact when it came to properly representing the culture. We had one goal in mind that would reign supreme over all others: Show and convince everyone outside the video game industry that games had grown up, that they had evolved into an acceptable art form that should no longer be overlooked. It was a lofty goal indeed, but one that we would soon accomplish later in the year by launching our video series on the largest HD screen in Times Square, also known as "The Crossroads of the World."
Playing host to 560,000 visitors each day, we knew that showing the latest trailers, gameplay videos and interviews to such a massive audience was a quick way to get people's attention. It also didn't hurt that Clear Channel Spectacolor's wonderful screen was a whopping 40 feet by 30 feet and displayed in full high definition. As frantic as Times Square can be at any given moment, it was almost impossible for crowds not to stop and admire what they were seeing. In fact, viewers often mistook our video game footage for the latest blockbuster movie; with development price tags topping out near $100 million, it's easy to understand the confusion. Some of the top games today are visually stunning, so watching pedestrians take time from their busy schedule to admire an industry I've loved for the past 25 years was deeply rewarding. On a personal level, our goal was accomplished.
Now fast forward several years to our current time frame. We no longer have a presence in Times Square. From top to bottom, it was a successful campaign that helped frame and define our company, but deep down inside we needed a new challenge. More importantly, we needed to engage the public on a different level. So instead of relying on remote participation like we did in Times Square, we felt the next most logical step would be for non-gamers to get hands-on experience, rather than simply watching from a distance.
Around June of last year, we held our first video game VIP event at Hugo's Bar, complete with unreleased titles, sponsored gift bags and 100 or so of our closest friends. The entire night was an overwhelming success, and one I'll never forget.
So when the opportunity presented itself to host the wrap up party for the upcoming Creative Cities Summit, we naturally jumped all over it. So if you're free between 8 p.m. and 12 p.m on Thursday, April 8, we would love for you to join us at Bakers 360 for a night of fun and networking. Even if video games aren't at the top of your daily priority list, there's nothing wrong with familiarizing yourself with the most highly advanced form of entertainment in the world.
Don't believe us? Let us show you.
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