12-step plan for the games industry (Game Marketing Conf Keynote)
by Vladimir Cole 
{ Mar 9th 2006 at 11:30AM }
In a rousing keynote address that ran well into our allotted lunch hour, John Geoghegan, Executive Director at
The SILOE Research Institute offered a 12-step program for guiding games out of the danger zone. Though his remarks were
directed at the body of gathered game marketers, this 12-step program is something that everyday gamers should follow,
as each of us is in regular contact with people who really don't know all that much about our favorite hobby and who
could use a little edumacation.
Why is any program at all needed? Geoghegan explained, "it's time for us to wake up people! we are in deep doodoo." The major issue is that games are headed for a "perfect storm of circumstances" as the 2008 election incentivizes politicians like Hilary Clinton to make game content a political issue to win votes. The effects could be disastrous.
A summary of his 12-step program follows.
- Promote the ratings system. Geoghegan noted that the industry has a "perfectly good" ratings system maintained by the ESRB. That ratings system needs to be promoted and supported.
- Evangelize the benefits of video games. Brandishing a copy of Everything Bad Is Good for You, he noted that there are some people out there who deeply believe that games are good for those who consume them. This message needs to reach non-gamers.
- Prove that games are good. Partner with brand-name universities to conduct research that disproves "negative mythology about video games."
- Publicize that history shows that new media is never never embraced wholeheartedly at the start. Most people are resistant to change. Mozart was a radical in his day. Elvis was too. Frank Zappa? The Marylin Manson of his day. Comic books. Radio. The novel. Theater. It's natural that games will have its detractors. Helping people understand that this is typical and not a result of some inherent evil in games is critical.
- Preach moderation and promote good parenting. The liquor industry promotes responsible drinking, and that's an industry whose product actually kills a large number of people every single year. We need to help parents understand that they should be moderating their kids' interaction with all forms of entertainment, not just games. That's the definition of parenting.
- Benchmark against sex and violence in prime network tv and movies. "Have you ever watched CSI? the grisly forensic corpses that they turn up each week on that thing? I don't think that videogames have cornered the entertainment market on sex and violence by a long shot."
- Embrace the constitution. Most of the proposed legislation is violates constitutional rights.
- Lobby. "Let's make political donations. Let's play the game like everybody else plays. Maybe we are doing that... but if we are, maybe we're not paying enough or we need to get new lobbyists."
- Harness our best spokespeople. Spielberg and Peter Jackson appreciate the games medium. Have these guys help assuage public concern by speaking on behalf of games.
- Demonstrate our most creative games. Games aren't just Grand Theft Auto and Halo, but that's what they are to the non-gaming public who no longer chance across games in arcades. It's not all guns-and-boobs anymore. Publicize the creative hits like Katamari Damacy, Guitar Hero and so on.
- Put the problem in statistical perspective. Less than 20% of all games released are M-rated, but the general public has been mislead to believe that most games are M-rated.
- Be proud. "You're marketing people.... Be proud of what you do for a living. Don't be ashamed to say that you like video games. this is a great industry!" The talent, creativity, artistry, technology and sheer heart all on display in the gaming industry are inspiring and praiseworthy. Be proud of that.
Reader Comments (Page 1 of 1)
Art Guy @ Mar 9th 2006 12:19PM
1. That is the ESRBs fault. They do advertise, but the ads are so bad and generic that they go by unnoticed.
2. Good idea, there are benefits from playing videogames, the trick is to show that these benefits outweigh or at least counteract the negatives that are known to exist.
3. Unfortunately this is subjective. There is no "proof" that video games as a whole are good. There will always be studies that show that everything is bad for you without moderation.
4. Irrelevant. Videogames have been around for several decades at this point, it is no longer a "new" media.
5. Good one. Unfortunately the trend these days is to legislate morality, rather than taking personal responsibility. Parents would prefer to let the nanny state do their parenting for them.
6. The problem is that most people think videogames are played by kids. The public needs to be made aware of the fact that the average videogame player is not a child or teenager, but an adult age 25-30.
7. Awesome.
8. Urg. I abhor lobbying, and think corporations should not be able to give money to political parties. But sometimes you have to play the game.
9. But is there an outlet for these spokespersons? Where would they preach that would reach the people who are against gaming?
10. Good idea. Even showing that most of the best selling titles have been non-violent (other than GTA), would help.
11. I don't think the problem is that 20% are rated M, but that people think 95% of the players are children. Many movies are aimed at adults, why not games?
12. I make video-games and am proud of it! Did that help? No? Crap. I'm still proud.
Ipsum @ Mar 9th 2006 12:41PM
"I don't think that videogames have cornered the entertainment market on sex and violence by a long shot."
As they shouldn't, dammit. Games are about fun, not pixelated porn and blood. Only cowards use these things to sell their products. And don't give me no "but it's art!" crap either.
Kevin D @ Mar 9th 2006 12:42PM
Mark my word, (even though I live in Canada), I think you will eventually see Hillary Clinton as the FIRST FEMALE PRESIDENT OF THE USA....
Remember I said that... (hey, Britain had Margaret Thatcher years ago, same with other countries)...
Its all about who you know....
Just my .02..
copa @ Mar 9th 2006 1:22PM
Wow. Out of 12 points, only #10 has anything to do with the quality of the product you are putting out.
Guess what? If you put out quality entertainment that a broad cross-section of people can enjoy, that does more than anything to deflate the ban-videogames movement.
Marketing people suck.
Gonzo @ Mar 9th 2006 1:30PM
Last time somebody tried getting me into a 12 step program it ended up being a really depressing religious cult.
Never again.
This is why I hate all politicians weather they be on the right or the left. Because they all waste time debating bs that doesn't really effect anybody, while there's crazy stuff going on that almost everybody (except for the offenders) agrees needs to change (like child abuse).
I still vote, but I make it a point to never vote for a Democrat or Republican; y'know, somebody who'll never win.
Gonzo @ Mar 9th 2006 2:35PM
8- Lobby
This is probably the most usefull thing on this list for the game makers can do.
The d-bags in the government (who let's face it should only be paid the score of their IQs) don't really care about the wellbeing of the children. Why should they, kids don't vote or give them money. And the only thing they want more than your vote is your money.
If you can afford to have a particularly evil lobbyist shovel tons of money over to these idiots, please do. It's the only way you'll get them off our backs.
SonicRift @ Mar 9th 2006 4:29PM
#3, I'm confused... Which other countries had Margaret Thatcher?
jp007 @ Mar 9th 2006 4:34PM
The only thing that is "in danger" in the videogames industry is the ability of companies like EA to continue making huge profits from crappy unspired games, sequals sequals sequals, and ripoff 50 dollar sports roster updates.
Gaming is not in danger, just their worthless business models.
Willardo @ Mar 9th 2006 5:24PM
What the hell is the point of conducting research to find out something this marketer already knows? (point 3) Why not just give up on science and let marketers find out what is best for everyone?