Posts Tagged: gaming

Xbox’s marketing evolution

Opinions around Microsoft’s 90 minute Xbox & Bethesda E3 showcase are positive, a highlight alongside Nintendo’s outing in an otherwise quiet E3 year. But there have been pockets of criticism around the show’s lack of depth and “wow factor.” VG247 argued there were not enough “next-gen show stoppers”. Threads on Resetera, social media, and Digital Foundry knocked the Xbox presentation for having too many CGI trailers.

I’m sympathetic to missing more hands on time with Microsoft’s upcoming lineup. However, much of this “depth” criticism is myopic, relevant to an earlier era where Microsoft’s core focus was on the number of games and consoles sold. Thirty trailers in ninety minutes may not be an optimal pitch for $70 games and $500 consoles. However, it is a very sound approach to push Game Pass.

E3 2021 has made it abundantly clear that Microsoft has bet Xbox’s future on subscriptions. Keeping gamers hooked on Game Pass is a different, tricker pitch than buying high profile games. Variety is a must, with enough titles and genres to attract a wide variety of subscribers. Quantity can also help. Not every game will interest a potential subscriber, but the feeling that many more games are coming to the service over time adds to its sense of value.

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Xbox Game Pass respects my time

I’ve previously written Xbox Game Pass off as a poor fit for my busy schedule. I’m someone who rarely has more than an hour or two to play in one sitting and saw the service valuing quantity over quality. To my logic, instead of paying $15 a month for a lot of games I would never have time to play, I’d rather buy what interested me directly, without being restricted to the selection available on Game Pass.

But a few weeks ago, I pulled the trigger on an unexpected in stock Xbox Series X on impulse. A month later, having sampled many titles on Game Pass, it’s clear my initial hunch was wrong. Game Pass has ended up saving, not wasting, my time. I feel more engaged with my tastes and I have a better sense of where I’ll spend money on gaming a la carte in the future.

That’s because Game Pass games are effectively demos on steroids. There’s no barrier to entry; I can explore as much or as little of any game on the service. If a game isn’t working for me, I delete it and move on. Thanks to a fast fiber internet connection, the wait for that next game is rarely long; to date, I have multiple downloaded games “on deck” for this purpose. Over some time far shorter than it would take to complete your average AAA blockbuster I’ve trimmed my playlist to a handful of games that resonate with me.

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PlayStation can’t stay the course forever

Xbox has been on a news tear lately. In early March, Xbox head Phil Spencer confirmed future Bethesda titles would only appear on platforms that offer Game Pass (read, not the PS5.) Days later, Square Enix revealed that the high profile action game Outriders would release on Game Pass in parallel with a full price retail rollout on other platforms. This one two punch crystalizes the biggest challenge to PlayStation’s market leader status. Sony has built a strong reputation on its platform exclusives, but the next Fallout or Elder Scrolls absent on PS5 will push many to Xbox this generation. Also, as Sony continues to press on with its $70 first party titles, Xbox Game Pass offering tentpole games at $15 a month looks increasingly tempting.

I hope this flood of recent Xbox news serves as a wake-up call to Sony. As Xbox differentiates itself from Game Pass, Nintendo on portability, and evergreen first party IP, Sony has some work to define its future direction.

In many ways that hook is a continuation of what Sony has done from the PS4 era: a curated collection of high caliber games that run exclusively, earlier, or best on PlayStation hardware. But that doesn’t mean a repeat of the same strategy from seven years ago. In 2013, well timed big budget exclusives could be the deciding factor, marketed through traditional channels on enthusiast websites, social media, and the occasional TV spot. Today we’re looking at an audience expecting more genre diversity, variety of price points, all while being fragmented across the internet.

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2021 is the year of old game plus

Every console generation begins with a slow trickle of game releases as developers transition to new hardware. The launch of the PS5 and Xbox Series consoles in November last year won’t break the trend; through mid 2021 there may be fewer than ten titles exclusive to the Series X and PS5 combined. Nevertheless, the pandemic’s impact and unique hardware of this console generation — lightning fast SSDs and wide backward compatibility — will make this a gaming year like none we’ve ever had. Consider the experience “old game plus” where gamers spend a lot of time playing what came before but in revitalized ways.

Regarding the unfamiliar and new, it’s already a bleak sign to see how few firm release dates we have on the calendar three months into the year. I expect the news will only get more dire over time; many if not most titles with a vague 2021 release date will get bumped back to 2022.

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The PS5 and the transformative impact of its SSD

The PS5’s solid state drive (SSD) has upended my expectations of what a console can deliver. It’s a greatly underrated technology, one that’s generated countless online comparisons around load time but remains elusive to quantify until you experience the tech yourself.

Almost from the first evening I turned on the PS5 the fast SSD made an immediate difference. Sans any PS5 specific optimizations from developers, the load times across much of my backwards compatible PS4 library improved significantly. MLB The Show 20 and Everybody’s Golf shifted from menu to game in roughly half the time. With the former I could simulate ball games far faster than before, and in the latter load times between holes were non existent. My handful of PS5 specific games — Astro’s Playroom, Bugsnax, and Demon’s Souls — had even more impressive stats, able to shift from launching the game to active gameplay in under twenty seconds. The console itself boots from a cold off state to the main menu faster than my TV could turn on. Navigating the UI across games and settings is smooth and ultra responsive.

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The Last of Us Part II buckles under the weight of its ambition

Naughty Dog’s The Last of Us Part II (TLOU2) sets an unimpeachable technical standard and has some of the best stealth action I’ve ever played. It’s also a game with blunted thematic impact due to excessive length and an unsatisfying story for its back half. I’m glad I played the game, but TLOU2’s weaknesses make it a significant step down from Naughty Dog’s best, The Last of Us and Uncharted 4. Spoilers for TLOU2 ahead.

Luddonarrative dissonance is an unavoidable weakness in TLOU2 thanks to the game’s persistent stealth sandbox gameplay loop. Granted, Naughty Dog tries everything possible to avoid this phenomenon. The main characters have backstories to justify their acts of violence. Player-controlled action tries its best to match the somber tone of the cutscenes with grotesque and unsettling audiovisual cues. When you kill an enemy soldier, an ally will often cry out their name in anguish. Hit someone with a melee weapon, and you’ll listen to them gurgle on their blood. Stealth kills are a switchblade to the throat, replete with arterial blood spray.

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Gaming’s low bar for critical discourse

The wide ranging discourse around The Last of Us Part II (TLOU2) has been a welcome change of pace from usual gaming criticism. Instead of the expected debate over gameplay, fidelity, and genre expectations, there’s been far more focus on TLOU2’s depiction of violence, ludonarrative dissonance, non-linear narrative structure, treatment of LGBTQ characters, and other thematic elements. Vice ran a six hour podcast dissecting the game’s narrative, and I’ve seen similar extensive “spoilercast” treatment across other gaming sites. The breadth of TLOU2’s discussion beyond social media and enthusiast sites like IGN and Gamespot is also notable. I’ve read dissections of the game in indie film blogs (Indiewire), lifestyle magazines (GQ), and popular newspapers (New York Times, Washington Post).

But I’m unhappy this same level and breadth of discourse doesn’t occur across more games and more often. Nor has chatter about TLOU2 been universally deep or mature; there’s a tremendous amount of vile, toxic “debate” from bigots upset with the game’s plotting and LGBTQ representation.

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Recommended podcasts, pandemic edition

As I write this, NYC is a hotspot amid a global pandemic. I spend my days jumping between work, family, and too much coronavirus-related social media, almost exclusively within the confines of a one bedroom apartment in downtown Manhattan. I’m aware this level of stability is, in many ways, a privilege, but it’s nevertheless a stressful time.

I find solace in podcasts covering subject matter removed from chaotic world events: film, gaming, and technology. COVID-19 is a big enough story that some virus talk per episode is inevitable. Still, hearing it from familiar voices, especially when they share the same feelings of anxiousness and isolation I have, is comforting. Podcasts are also easy to squeeze into my day, be it going on a late-night stroll outside, taking care of chores, or unwinding before bed.

What follows are a few of my favorites, grouped by subject. I purposely prioritized podcasts with smaller followings, though I note several more popular options at the end. Subscribe in your podcast app of choice or through the links I provide below.

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Subscriptions and games as a service will dominate console gaming’s future

I expect the gaming landscape for console games will be radically reshaped in a few years. The existing $60 AAA game market will mostly collapse. Indies, stifled by saturation across every market, will turn to subscription services as their only viable path forward. Everyone will still chase Fortnite (or its successor) to become the next free-to-play hit.

Gaming trends today portend significant changes on the horizon. For years we’ve seen the same $60 titles — mostly first person shooters (Call of Duty, Destiny) and big sports franchises (FIFA, Madden, NBA2K) — dominate NPD and digital sales charts. But more recently, these perennial best sellers have shifted into effectively “games as a service” platforms. Studios increasingly focus on new functionality at a core fan base that readily laps up micro-transactions. This ensures revenue stays flowing in well past the upfront sticker price. Look at FIFA and how so many improvements lead back to Ultimate Team. The Call of Duty: Modern Warfare reboot added a Fortnite-inspired battle pass and a prominent shop rotating in and out costly cosmetic gear. This is rampant speculation, but I could see the anticipated Halo Infinite moving in a similar DLC-heavy direction, reliant on a narrowing core base to push the game’s initial investment into the black.

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Games, not hardware, matter most in 2020

Stadia looks like a flop out of the gate, and its meager, overpriced game selection is a significant factor why. Google overestimated the console market’s appetite for experimental moonshots. Most gamers aren’t making purchasing decisions based on streaming quality, teraflops, 4K, or fast SSDs. Instead, as I wrote about earlier this year, it’s the games themselves — both selection and quality — that matter most. It was a crucial differentiator in the battle between PS4 and Xbox One, essential to the Nintendo Switch’s breakout success, and it will continue to be important for next generation hardware.

Games matter more for reasons beyond their historically strong track record. It’s also because across other facets — hardware, marketing, third party integrations — Sony and Microsoft will be on similar footing next generation, at least to your average consumer. I don’t foresee the major stumbles that marked previous console generations. Price and power, two factors that solidified PS4 as the clear victor this generation, I expect to be a moot point in 2020. Microsoft learned its lesson launching a console $100 more expensive and less powerful than Sony’s. Sony hopefully still remembers the $600 launch PS3 debacle and how undercutting on price helped secure their win for the PS4. Speculation from Digital Foundry and other sources posit the PS5 and Xbox Series X will rely on similar internal components. The result for consumers should be two boxes with similar specs and no more than a $50 gap in price differential.

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