Heads Up, Hardcore: You Don’t Matter
Wired’s gaming blog, Game|Life, canvassed their predictions for the upcoming year in terms of gaming and the issue of the hardcore gamer, particularly vis-à-vis Nintendo, came up. Whenever this issue is raised I pray someone will say what should be plain for anyone to see. Namely that the hardcore demographic vastly overrates their importance and needs to come to grips with the fact that, by and large, they don’t matter.
Game|Life’s editor Chris Kohler almost got there:
But really, Nintendo can afford to put many of its eggs into Wii Fit’s basket. The “expanded audience” doesn’t need to be constantly shovel-fed a never-ending supply of new games. Look at how well Wii Sports has done as a killer app that’s had a fourteen-month lifecycle and shows no signs of slowing.
And regular contributor Susan Arendt correctly predicts Nintendo’s response but pandered to the choir when explaining why:
As for the hardcore gamer, Nintendo will throw them a few bones over the course of the year and largely ignore them the rest of the time. Why? Because Nintendo has learned that their core audience will stay loyal with the barest of attention paid to them.
Similar sentiments were echoed in the 2008 predictions on 1UP’s 1UP Yours podcast.
In some respects this is understandable. These guys represent gaming enthusiasts and these are issues the hardcore care about (seemingly the only thing they care about as far as Nintendo is concerned). But while I expect such issues to be addressed I’m disappointed no one has the courage to explain what the place of the hardcore is in the modern marketplace since it neatly explains away most of the questions raised.
In light of that failure, allow me. The hardcore gamer is of interest to gaming companies for one reason: they’re early adopters. They cultivate and care about them insofar as they fulfil that role. Beyond that, they’re really more of a nuisance than anything else. Their vocal fanaticism and crazy antics serve to only alienate the more mainstream market the platform makers are really going after.
Companies need them to get their product moving initially. In the case of Sony, this means they’re still needed. In the case of Microsoft, they kind of wish they didn’t need them but haven’t quite worked out how to move beyond them. Crucially, in the case of Nintendo, they don’t need them. The reason Nintendo will ignore the hardcore isn’t because they know their core audience will be loyal. It’s because their core audience aren’t the hardcore any more.
This isn’t something to be up in arms about, either. It’s the way things go. Gamers have been clamouring for gaming to be taken seriously by the general public for as long as I can remember. Now that it is the sting of realising you’re going to be outcasts regardless of whether your hobby is a billion-dollar industry or not is starting to be felt. Then, to add insult to injury, the pride of place the hardcore enjoyed in previous generations appears to be coming to an end as the focus shifts from the Halo 3s to the Brain Ages.
I guess that’s why they say be careful what you wish for.
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- 08.01.08 / 8pm
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