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It is this more commercial and consumer-oriented type of subculture
that is the focus of this chapter. A subculture that lives in a dynamic sym-
biosis with an organization, company or entire industry as is the case of the
video game industry.
SUBCULTURIZATION OF VIDEO GAMES
To stringently defi ne “video games” as part of a subculture from a business
perspective, the following dimensions of the video game phenomenon must
be considered:
1. Product, i.e. the games medium
2. Producer—game developers
3. Consumer—gamers
Simply put, the communication triangle of writer-medium-reader must
be included in the analysis. The focus of this chapter is constituted by the
industrial aspects of this triangle, i.e. the writer-medium corner. This corner
involves the industrial value chain with developers as its production entity.
Furthermore, an industrial analysis cannot be artifi cially separated from
its output, the centre of the entire phenomenon: the video game medium ,
which includes not only the software, but also the hardware needed to
enact video gaming as such.
A comprehensive exploration of the entire subculture of video gaming is
far beyond the scope of this study, and probably also beyond a doctorate
thesis project. Consequently, a consumer/gamer perspective will be consid-
ered as a peripheral dimension although it cannot be totally isolated due
to the interwoven nature of gamers/consumers in an interactive “reader-
driven” medium such as video games.
Realm of the Hardcore
Much can be said about the hardcore gamer era of the video game industry.
Its infl uence on the development of the game industry, medium and video
game culture is paramount and long-lasting. Despite being proclaimed
dead numerous times, the hardcore gamer remains the most prominent and
important target group for the global video game industry. The commercial
history of the video game industry is inextricably linked to the evolution of
the hardcore gamer from early adopters to a complex subculture.
The “hardcore gamer” is the industry's lifeblood. It has no apparent
defi nition, but it is used as an umbrella term in industry circles as the dedi-
cated gamer who is part of a lucrative subculture of video gaming. This
type of gamer is technologically savvy, willing to pay for gaming hardware/
software, plays many and long sessions, is part of the gaming community
 
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