Adam Creighton, Computer and Video Gaming: The Game industry needs to step up

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Adam Creighton, Computer and Video Gaming (Subscribe)

Sunday, June 22, 2008

The Game industry needs to step up

I'm writing this post, knowing it's going to piss people off.

I'm writing it for at least a couple of reasons.

The first is to generate discussion -- about what I think are pretty important topics.

The second is because I've written (here and here, and plan to write) several topics that have needed to point back to a post like this; by writing this post, in the future I can link to here from "the game industry could learn from" type statements, and not derail future discussions.

To be fair, I'm relatively new to the game industry -- six months after a 3-year directed effort to get into this market (I'll write about that some other time), and since I'm on the middleware side, I'm a bit distanced from "core" game development and publishing. I'm also arguably not yet Part of the Club -- but I think that puts me in a unique space to comment on these topics.

And I'm a fan. I'm a consumer, I fought to get into this space, and I recognize the huge potential for this market.

Also, I'm wicked impressed with the creativity, innovation, and intelligence in the games industry. I just think the industry needs to recognize its relatively small size, vertical market maturity, and learn lessons from other vertical markets.

These are generalities, of course -- it doesn't apply to everyone, and companies like Microsoft, for example -- who have enterprise, consumer, and brand maturity -- are arguably going to be more mature in the games space.

Relative size:

The game industry is pretty small. Numbers put it between 6-8,000. Dell, as one company, has more than that. Now, think Cisco, IBM, Boeing, 3M, etc.

That makes for a very small talent and experience pool. On the upside, that should make for a more accessible group of folks -- if you're in the club (see above); but on the downside, it can make for an insular, elitist culture, too. I'm not saying it is; saying it could be. On second thought, I've experienced it quite a bit, so let's say it is.

Relative accomplishment:

I've talked about what film accomplished in its first 20 years, versus what video games accomplished in nearly twice that -- and video games had a more mature technology base from which to start. Not pretty.

There's a lifetime video game vet in Austin I keep encouraging to publish his verbal rant about the elevation of film versus his frustration with his industry's "myopic, uninformed braggadocio". It is a brilliant, informed, very articulate call to arms (and call to accountability) for the games industry.

And, because he's a respected lifetime vet, he could say say the same things I'm saying, but people might actually listen. Maybe.

Relative Professionalism:

OK, maybe. Because brass tacks, the downside of a very small, insular professional pool can be a lack of professionalism.

(This may sting; I hope it does.)

This exhibits itself in different ways. On the upside, I think the games industry is less constrained and more gutsy than a lot of other technical markets. Because of the nature of the deliverables, political correctness and "appropriateness" (as a generality) don't have the same gating powers as they would for say, Cisco or IBM. That leads to some hilarious, open fare (a la Battlefield: Bad Company or Red v. Blue).

But I have been treated with less regard in the games industry than any other part of the technology sector.

I've mentioned I spent a focused 3-year effort to get into the games industry. That's because I got great, focused advice from vets in the industry located with me in Austin who told me because of "the arrogance of the industry", I would need to take longer and additional steps to get closer to a parity title in the games industry.

I was an enterprise technical director in the financial services market. When I went to leave, I turned down executive-level positions in that market and other tech markets.

For video game companies, I was literally offered unpaid internships and associate producer positions at a fifth of my salary -- from people who knew my background and then-current compensation.

As I was getting coached by some top-tier folks to get into the industry, they had concerns about how I would get in and how I would do -- not about me, but about the industry "not acknowledging the skills and process maturity you bring that we so desperately need."

I had one interviewer tell me, "I'm not worried about you being able to do the job -- I'm concerned you'll run screaming when you see how f***ed up we are as an industry" (verbatim, I still have it written down from the interview).

I had a recruiter (one of the people on that side of the house I respect most in the game industry) who was beyond frustrated with the lack of response he would get on my behalf: "Don't they get that if they don't get people like you, they will fail?" (not me -- "people like" me -- I'm confident in my abilities, but I'm no Neo for the games industry; there is no Neo for the industry).

Another example would be on the biz dev front. While that's not part of my current job, per se, it is a part of how I'm wired as a person. I get far fewer responses from within the games industry when I tickle people about potential, exciting unthought-of business opps than I did before joining the games industry (as a matter of fact, I just realized the responsiveness I've had has been from companies outside of the game industry).

Hell, I'm also a professional actor, and I find that market more open, accessible, and collaborative (even on the stereotypical LA in-club side) than the games industry.

Learning from Other Industries:

I have not arrived. Neither has any industry. But the games industry could learn a lot from other industries -- and even more if it would acknowledge it could.

Going back to that guy's "run screaming" concern -- if I hear "enterprise" in the context of gaming any more, I am going to run rampant with NERF weaponry, shattering monitors left and right (as an aside, I want this when it launches this year).

I lived, breathed, and managed enterprise (where "n-tier" is not "2") for years: with its defined business and development processes and certifications; data wharehousing; business intelligence software; solutions that have thin and thick clients--> load balancing --> Web server --> application server --> database server --> distributed across 4 data centers on 4 continents.

Think you know clients and servers? Are you able to get mainframe / assembly-level responsiveness equivalent to an authentication check assess available funds do a business rules decision tree do fraud detection tolerance in a worldwide round trip in under 2 seconds? With 6,000 round trips running concurrently each second?

Think you know .NET and MS-SQL? Does Microsoft come to you to figure out how you got that kind of performance from their products? I'm pretty sure that's at least a bar -- and it's being met in other markets.

Think the games industry knows how to eke the most out of a license? No, but the toy industry does (think Hasbro, and their brilliance of growing addressable market through increased IP "expressions".)

Think you know how to be niche vertical player, come back from the business dead, and become a brand powerhouse to rival a media conglomerate like Warner Bros.? No, but Marvel does (they also know how to genuinely do community implementations).

Conclusion:

Obviously, I haven't arrived (and this post may set me back a bit), there's a lot of growth to be had, and I'm looking forward to working with folks who get that.

It sounds high-horse, but I genuinely want to enable creative brilliance to see the light of day, and block the stupid stuff -- from every direction -- that gets in the way of that.

Mheh. I expect tomorrow to be interesting for me.

Labels: rants

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SOURCES: Gamespot.com, joystiq.com, kotaku.com, Xbox.com, IGN, GameInformer, Official XBox Magazine, CNN, gamesindustry.biz, and others.

Adam Creighton, Computer and Video Gaming (Subscribe)

Sunday, June 22, 2008

The Game industry needs to step up

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