I recently came across an intriguing article by Bryant Francis discussing the potential transformation of future gaming events into experiences reminiscent of music festivals. I find myself in agreement with many of the points he raises regarding the necessary evolution of video game events in a post-pandemic era. However, I also hold some contrasting perspectives.
Do the dominant presence of industry giants such as Sony, Microsoft, and Nintendo, each hosting their own events, present a formidable obstacle to revitalizing the gaming event landscape?
"But Rice is onto somethingāthere's untapped potential in building game events that can properly host a wide variety of unique games that can be the centerpiece of an event."
Perhaps.
While not all events may conform to this trend, it remains true that historically, these gatherings have heavily leaned on sponsorship from game developers, publishers, and other industry stakeholders.
At PAX Online 2020, pitch decks for exhibitors outlined costs ranging from $3,000 for indie developers to $250,000 for top-tier "booth" packages for first-party platform holders.
Music festivals indeed rely on sponsorship to a certain extent. However, insights from SponsorUnited's 2022 Music Festivals & Artists Marketing Partnership Report suggest that the primary sponsors often consist of both alcoholic and non-alcoholic beverage companies, rather than stakeholders from the music industry such as record labels.
It clearly demonstrates that the video game events are often used as marketing resources by the gaming companies, not as a festival for the audiences.
š Will It Shift Away From Its Traditional Form as a Marketing Tool?
I do not have high hopes for this.
I harbor doubts about the viability of this approach because each of these events fails to offer a distinctive experience that cannot be replicated elsewhere.
Consequently, a complete transition to online platforms may occur primarily as a marketing strategy.
:[Developers and Publishersā Point of View]
ā Less Cost
Given the option to utilize one of their meeting rooms equipped with cost-effective amenities, these companies find it impractical to secure a convention hall spacious enough to accommodate tens of thousands of attendees.
ā Real-Time and Recorded Feedback Integration
Streaming platforms like Twitch or YouTube now offer audiences the ability to provide real-time feedback. For developers and publishers, incorporating this feedback into their database is crucial for enhancing games prior to release.
:[Audiencesā Point of View]
ā Enhanced Accessibility
Similar to how OTT services grant subscribers on-demand access to content, transitioning gaming events online eliminates the need for attendees to endure prolonged stays near the venue, thereby improving convenience and accessibility.
Other tech giants such as Google and Apple have already embraced this model for some time.
š So What?
I have envisaged the potential evolution of these events in the future, temporarily setting aside considerations of costs such as server hosting fees or platform fees.
ā Better Opportunities for Indie Game Developers
As this trend continues, the establishment of online platforms for community engagement will become commonplace. As audiences become more accustomed to this behavior, it will also facilitate indie game developers in reaching their potential customer base.
ā No More Que-ing
The primary incentive for audiences attending these events lies in the opportunity to test-play games ahead of early-access purchasers. This is akin to the anticipation experienced by individuals queuing at amusement parks for hours on end.
Should these events transition entirely online, I speculate that it may become feasible, through cloud gaming systems, for attendees to forego the need to queue. Instead, they could seamlessly connect to temporary servers to access and play these games on demand.
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