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IS IT REALLY GAME OVER?

The news that Game is to going into administration because nobody is going there seems at odds with recently published figures from the Entertainment Retaliers Association (ERA) showing that sales from the UK gaming industry totalled £1.93bn in 2011. Sales of DVD and other video formats ‘only’ amounted to £1.8bn. Whilst seemingly contradictory, these two stories make an important point – the game is changing.

Gaming is huge. Gamer numbers have rocketed, and traditional gamer audiences have evolved. The fact is, the people who play games aren’t the stereotype everyone’s used to seeing, and the games themselves aren’t even necessarily in the stereotypical places. Social gaming is becoming a big business, with Zynga reporting an estimated $311m (c. £194m) revenue from 153m unique users, and women make up approximately 55% of these gamers on SNS. The abililty to play with your ‘real-life friends’ attracts an older generation of women as well as those tech-savvy teens, and lends credence to the supposition that you can reach a full spectrum of people by dabbling with the world of social gaming. And it’s already being seen that social is the marijuana of the gaming industry – it seems innocent at first, but it’s only a matter of time before you’re on to the harder stuff.

Meanwhile, console gaming continues to break records. ‘Call of Duty: Modern Warfare 3′ grossed £490m worldwide in the first five days of its release – to put this in context Avatar made £48m worldwide in its opening weekend. Advertisers can take advantage of the popularity of console games, accessing these worlds with in-game advertising.

The closure of Game won’t arrest this blockbuster ascent in console game revenues, but it may accelerate the evolution of gaming, in that it brings about the demise of boxed games faster, in favour of downloadable content.

So whether it’s making money directly from a popular freemium game developed with a client, or buying perimeter board space around EPL matches in FIFA, the marketing, advertising and business opportunities in the gaming sector are only beginning to be explored. So let our Gaming Future Team be the David Livingstone to your classical period of European geographical discovery and colonial penetration of the African continent (or blog!), as we keep our eyes peeled for all the latest developments.

 

WCRS Tweets
  • Geek out this Halloween: read what's hot in tech in this week's digital round up by @flash_g http://t.co/6tt5tAezxA

    31 October, 17:51:54
  • Witch one would you like to eat? It's the WCRS Halloween Bake Off http://t.co/X3HoXBIQyk

    31 October, 16:11:57
  • @TheDrum And whilst you're munching you can play our Whack-a-Witch game http://t.co/sgdsShrw5i

    31 October, 15:46:56
  • @IdcircoCreative Crit. Email ben.brazier@wcrs.com and tell him WITCH day you want to come in.

    31 October, 14:00:27
  • We've made a ghoulish game for you to enjoy - a Halloween take on Whack-a-Mole. Do your worse! http://t.co/aKoYBfeqSJ http://t.co/cHTNR2yR4Z

    31 October, 11:18:53
  • Here's a spooky little story to read to your kids this evening...using the @notonthehighst storytime app of course! http://t.co/Kq2HBS5uXP

    31 October, 11:01:32
  • Happy Halloween from Churchill. Oh Meow? http://t.co/1lcx9QImeK

    31 October, 10:00:06
  • Sleepy heads, it's time to try #MorningGloryville early morning raving at 6.30am guaranteed to blow away the cobwebs! http://t.co/fjnrkUZ6MB

    30 October, 15:55:45
  • Turn your social net into a safety net. Watch our new film for #SamaritansRadar in collaboration with @SpreadingJam http://t.co/Ds5srVB801

    30 October, 15:40:35
  • @haticane Hurrah! Give him a high five from us. Or even better, get him to tell us a story!

    29 October, 16:10:40
  • Our Storytime Sounds app for @notonthehighst has had a spooky Halloween update..wooooo! http://t.co/QOunjJ0P5g http://t.co/vDHQL9w1tS

    29 October, 15:47:07
  • RT @jmelianuk: Talented @jacintocaetano from @WCRS_LDN created the concept behind #Chrom-Art logo. #art #London http://t.co/kerE5tJAIY

    29 October, 10:41:26
  • RT @OlenkaSusannah: Stuck for Halloween baking inspiration? This will sort you out. http://t.co/tPwjWckEbh http://t.co/nerItTutsa

    29 October, 10:37:25
  • And check out the #SamaritansRadar film, created by our very own Dan & Julia. Turn your social net into a safety net http://t.co/vkahZvRd1n

    29 October, 10:31:11
  • RT @EngineLondon: Great to see so much excitement about #SamaritansRadar this morning. Lovely work by @SpreadingJam: http://t.co/v8DNXe9YOl

    29 October, 10:20:14