The History Of Video Games

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    ATARI Case Study

    Sony Responding to change Nintendo Case Study

    EA Case Study - .

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    ...Media and technological developments are not merely forces that spring up unexpectedly to reshape their surroundings, but can be accounted for as calculated responses to existing conditions and particular aspirations. (Oren, T 2004)

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    Tennis for Two 1958 " ATARI - 1972

    Pong , 1975

    ' ATARI VCS (Atari 2600)1977

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    Arcade games

    Atari VCS 2600

    cartridge games

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    . 1982

    Super Mario Bros. 1987

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    Sonic the Hedgehog2001

    Nintendo Nes1986. ' ', '-'

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    , . Sega SMS 1986

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    Game Boy Hand held game console 1989

    CD-ROM.

    " Sony PlayStation1995 100000 .

    CD ROM '

    Less like a toy and more like a sleek consumer product.

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    From the beginning we said we didnt simply want to take the gaming business away from Nintendo and Sega. We Wanted to present our customers with a new form of entertainment. PlayStation is more than a toy. Its our dream to see PlayStation console in every house, just like VCRs and CD players

    ( Kazuo Hirai, executive vice president SCEA )

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    Mental Wealth - the 1999 Playstation Europe marketing campaign

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    They didnt only make promises about being

    relevant, they delivered on them. They gave us

    what we wanted drug references, dance music

    in the promotions and in the games. The brand was

    so well defined that the only other brand there with

    Sony for that demographic was Levis

    (Steve Beale, sleaze Nation Magazine.)

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    If Nintendo owns fun, then we own cool.

    (Andrew House, SCEAs vice president for marketing. 1998 )

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    , ( 1982(Amazin Software

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    "make software that makes a personal computer worth owning. )Falk, 2002(

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    EA

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    1983 - Hard hat MackThe chess-with-a-twist game Archon Pinball Construction Set.

    1984 - Dr. J and Larry Bird Go One-on-One.

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    1989 - Madden NFL Football

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    The video game industry is entering a newera, an era where technology and creativitywill fuse to produce some of the moststunning entertainment of the 21st Century.Decades from now, cultural historians willlook back at this time and say it is when thedefinition of entertainment changed forever.

    )Douglas Lowenstein, President, Entertainment Software Association(

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    ' -' Microsoft XBOXICA Primal Sony

    Sony PS Sims EA

    BFTA

    Nintendo Wii

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    Nintendo - Case Study

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    Were not thinking about fighting Sony, but about how many people we can get to play games. The thing were thinking about most is not portable systems, consoles, and so-forth, but that we want to get new people playing games.

    (Gantayat, in the Nintendo, press release, IGN, Dec. 2006(

    http://ds.ign.com/email.htmlhttp://ds.ign.com/email.htmlhttp://ds.ign.com/email.html
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    Games are widely used as educational tools, not just for pilots, soldiers and surgeons, but also in schools and businesses. Games require players to construct hypotheses, solve problems, develop strategies, learn the rules of the in-game world through trial and error. Gamers must also be able to juggle several different tasks, evaluate risks and make quick decisions. Playing games is, thus, an ideal form of preparation for the workplace of the 21st century, as some forward-thinking firms are already starting to realize.

    The Economist, August 4, 2005

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    ReboundManufacturer: Atari-KeeSubtype: VideoYear: 1974

    QuadrapongManufacturer: Atari-KeeSubtype: VideoYear: 1974

    Ad for the Wii

    http://www.gamearchive.com/cgi-bin/fdb/show.cgi?file=/video/atarikee/rebound_1.jpghttp://www.gamearchive.com/cgi-bin/fdb/show.cgi?file=/video/atarikee/quadrapong_1.jpg
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    . 69%

    33

    44% 18-19

    25% 50+

    62%

    38%

    )ESA 2006(

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    "Like cinema, games will need to embrace the dynamics of failure, tragedy, comedy and romance. They will need to stop pandering to the players desire for mastery in favor of enhancing the players emotional and intellectual life"

    (Daniel Radosh, NY Times, September 28, 2007)

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    Casual Games -

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