Here's some good news for video game addicts.
According to research from IBIS World — a leader in the field of market research — the value of the video games industry will soar from $38.9 billion (Dh142.88 billion) to an estimated $63 billion (Dh231.4 billion) in the next five years.
To fuel this growth, the gaming sector is capitalising on novel merchandising opportunities and advances in gaming technology to expand its target audience and business acumen simultaneously. One marketing ploy that gaming companies are exploiting is the crossover into movie territory.
"There have been several instances of compelling video game characters or stories that have been turned into films," says Elie El Massih, Marketing Manager of Virgin Megastores, Middle East. "As long as there is a commercially viable story to be told, characters and stories from video games will make it into other forms of conventional entertainment, including movies."
Take the following example. A respected archaeologist, this adventurer travels the world fearlessly and thrives in dangerous situations — all in the pursuit of priceless artefacts.
Although the description bears a striking resemblance to the iconic action hero Indiana Jones, it actually describes the cult gaming persona Lara Croft. Such was Croft's following that Angelina Jolie allegedly begged film directors to cast her in the title role for the debut Tomb Raider film in 2001, which grossed more than $274 million (Dh1,006.43 million) worldwide.
The success of this film ensured the hefty influence of the gaming sector in modern culture could no longer be ignored and that this crossover trend would continue.
"Many games are now based on films and currently the most successful games have been developed from successful films," says Ryad Santouh, Deputy General Manager, Al Hussani Computers.
For example, an upcoming video game based on the two latest Bond films is scheduled for release to coincide with the screening of the latest Bond movie, Quantum of Solace. "This extension of one franchise into another medium helps create awareness of the franchise and ultimately fuels sales," says El Massih.
The appearance of the first Lara Croft game in 1996 marked the emergence of a new cohort of gaming technology that included realistic 3-D graphics and high-tech voiceovers into the mainstream market. However, Santouh believes these advances in video games were only possible due to the development of superior consoles, such as the Sony Playstation series.
"As more consoles become technically advanced, there is the opportunity to develop new games," he says. The latest offspring of this recent console technology is the popular Nintendo Wii, which is not solely limited to gaming but has introduced the idea of using cyber technology to get fit. Not only does an on-screen instructor ensure the user performs every exercise correctly, but it is possible to monitor progress as the Wii Fit data is stored and presented graphically.
The convenience of the Wii Fit programme is certainly an attractive option for those with hectic schedules and Santouh believes other manufacturers will follow Nintendo's lead. "With the popularity of the Nintendo Wii, I am sure that other manufacturers will produce more advanced programmes," he says.
Following the appearance of the Nintendo Wii was the development of a new breed of video games that have paved the way for a new niche market within the gaming world — social gamers.
"Technologies such as Blu-ray and motion sensing controllers have brought the video game console into the living room to be enjoyed by families and groups of friends," says El Massih. "Social gaming has really taken off over the past few years, especially with the launch of games such as Guitar Hero, which allow people of all ages to participate in a social activity.
This trend of social gaming will continue as long as there is sufficient content to fuel the fun." In addition to social gaming, the Wii and its female-oriented programmes signalled the acknowledgement of women as a potential target audience for computer games' manufacturers.
In fact, the IBIS World study found that women represented one of the primary driving forces behind the growth of the video game industry, having risen from 33 per cent to 38 per cent in just five years. "As manufacturers started to focus on women in the production of new gaming software, they were very successful," says Santouh.
"Wii Fit was the biggest success from Nintendo as [it allowed] women to practise different activities including yoga in the comfort of their own home. I think one future trend that we will see is [the production of] more games in the future to target women in various daily activities."
"Contrary to popular stereotypical opinion, women have been attracted to video games for a lot longer than the recent introduction," says El Massih.
"The launch of The Sims back in 2000 brought this to light and there have been women competing professionally in video game tournaments across the globe in as unlikely categories as shooting and strategy games."
Perhaps Lara Croft, the epitome of heroism for so many female gamers, is more than just a fictitious character. Maybe in the female gaming community, her spirit is very much alive and kicking.
Media Man Australia Profiles
Video Games
Games
Lara Croft Tomb Raider
James Bond
