- As certain game properties like Rock Band and Hannah Montana push the boundaries of what it means to be a "gamer," marketers consider the importance of reaching out to the hardcore gamer.
As the industry buzzes with hopes of expanding the marketplace beyond core gamers, definitions come into play. At the MI6 Conference, one panel addressed the question of how you can reach gamers as the market fractures.
, senior vice president of Global Marketing at Disney Interactive Studios began with a definition of terms. "Mainstream is interesting... I think it will change as our industry evolves," adding, "In this context, it means outside of the core audience." He doesn't think this is a discussion that the industry will be having in three to five years - just as movies and music today have market segments, but no 'core audience.' "It should really mean the broadest possible audience."
"As I see it, three key things have happened," noted 2K Games senior vice president of marketing, Sarah Anderson. With Nintendo DS and the Brain Age game, the Nintendo Wii, and the music games like Guitar Hero and Rock Band, "Games are cool again, and it's not just violence. I think there's something really great about that."
But it also presents challenges. Designers have to change...