Around this time of year in 2011, one Mr Tom Ohle, a fine upstanding gentleman at the forefront of promoting games you might not have heard of quite so much as the games you have heard of a lot, wrote this post, named The Case of the Great Game Nobody Saw.
Lest you’re too lazy to follow the link, allow me to summarise: Tom works in PR for video games. The titles his company Evolve PR has represented over the years include things like CD Projekt Red’s The Witcher series, the deep strategy games of Paradox Interactive, TimeGate Studios’ Section 8 series, the Anomaly series and numerous others. As all good PR people should, Tom believes in the games he’s paid to promote — some more than others. Sometimes games come along that are genuinely excellent — games that, in Tom’s words, are “magical, revolutionary, disruptive or otherwise worthy of consumers’ awareness” — and, as you’d expect, Tom and co. would very much like to see these titles succeed, and they do their utmost to try and convince various outlets that these games are worthy of coverage and promotion. When these games don’t get the coverage they deserve — either because of “bigger” games monopolising the front page or simply through being rejected outright — it’s enormously disheartening, not only for Tom and co. but also for the makers of these games.
“At its core, this is an issue that pervades entertainment and consumerism as a whole,” writes Tom. “People stick with brands they know. Everyone craps all over themselves (myself included) when a new Rockstar game is announced. That’s fine; they make great games. But in an industry that so often complains about derivative sequels, soulless big-budget productions and a lack of risk-taking, isn’t it about time we started focusing on quality? Shouldn’t those companies looking to push the boundaries of the medium begin to reap the rewards? If things keep going the way they are, we’ll never shed the $60 price point, we’ll get sequels to major franchises every year, and we’ll all keep complaining and wishing things were different.”
Almost two whole years have passed since Tom wrote that post, and I don’t think things have improved at all since then. If anything, I think they’ve got worse. For all Polygon’s posturing about reinventing games journalism and for all Kotaku’s posting of random bullshit only tangentially related to games, we’re still in a situation where an alien visiting the games industry would believe there were only a few interesting games released every year, and that they’re often entries in the same series. Call of Duty. Battlefield. Assassin’s Creed. And so on.
Most recently, I’ve been becoming somewhat frustrated with Bioshock Infinite. I have no doubt whatsoever that it’s a fantastic game, and everything I’ve heard seems to indicate that it is, in the words of a friend of mine, “intelligent Hollywood… a ‘The Matrix of gaming'” and that is, on the whole, a good thing. We need creators like Ken Levine in the mainstream of the industry to push things forward and prove that there’s a market for intelligent experiences as well as Mildly-Racist Brown Michael Bay Manshoot #327. I am glad that Bioshock Infinite exists, that it is apparently living up to the hype and that, I imagine, it is probably selling quite well as a result of all that hype.
What I’m less thrilled about is the fact that it’s not really solving the problem Tom was talking about in his post. Bioshock Infinite may be “intelligent Hollywood”, but it’s still Hollywood. It’s still a single game from a high-profile creator monopolising press coverage and social media, completely dwarfing smaller-scale experiences that — shhh — might actually be more interesting. Do we need videos explaining “why you should play Bioshock Infinite on Hard mode”, articles about its ending, articles about why Ken Levine doesn’t believe in Utopias, articles about how to edit the INI files, tips articles, articles about why having it spoiled didn’t matter, articles about… have I made my point yet? This is a disproportionately large amount of coverage for one game — one very good game, admittedly, and one which has a lot of expectations to live up to, yes, but still just one game, and one game that people were already very much aware of in the run-up to its release. I’m already absolutely fucking sick of hearing about it, and the more I hear about it, the smaller the already-miniscule chance I will ever play it becomes — a phenomenon I discussed in this post.
The standard response to this is, of course, that this is what the greater audience is hungry for. Millions of people are going to buy, play and love Bioshock Infinite, and they should be catered to, as those millions of people are probably also going to want to read lots of things about Bioshock Infinite.
However, here’s my (slightly selfish) question. What about me? What about people like me? What about all of the people out there — I’m sure I’m not the only one in the world — who didn’t really like the first Bioshock all that much (I played System Shock 2 almost immediately beforehand, which just made the fact that Bioshock wasn’t System Shock 3 all the more painful and frustrating) and consequently are not all that interested in this new one? What about the people who are more interested in other types of games? Don’t we deserve some quality and wide-ranging coverage of the things that we’re interested in? (Where’s my “Tips for playing Hyperdimension Neptunia Victory“ post, hmmm?) We have fan communities and enthusiast blogs, sure, but where’s our high-profile professional outlet covering this stuff that’s a bit off the well-worn path? (Besides Games Are Evil, of course, which I’m not going to pretend is anywhere near as big as I would love it to be!)
The gaming medium has grown up enormously in the last few years. With constantly improving software and hardware technology providing more and more flexibility for interactive artists to realise their digital dreams, and the rise of the indie space and Kickstarter allowing game makers to break free of the shackles of corporate culture, we’re most definitely undergoing the “Cambrian explosion of possibilities” that SimCity, The Sims and Spore creator Will Wright talked about back in 2008. It’s a great time to be someone who enjoys playing games.
But the games press has not evolved alongside the medium as a whole. The medium as a whole is now, as I’ve said numerous times in the past, far too broad for one outlet to be able to do justice to all of. And yet pretty much all of the big outlets choose to focus on the same part of this massively diverse medium. It’s the part with the biggest audience, the biggest budgets and the biggest amount of money involved in it, yes, but it’s still just one part of a whole. Read the news pages of one big site and you’ve read them all. Read the reviews section of one site and you’ve read them all. The sheer volume of things on display at events like PAX East and GDC help a little, but more often than not you still just hear about the same things from slightly different perspectives. Or you hear about Battlefield 4.
Why haven’t we got to a stage where big outlets can feel confident enough to distinguish themselves from one another yet? Don’t give me a reason to stick with one outlet, give me a reason to read all of them because of their completely different content. (Right now, I don’t read any of them with any degree of loyalty, because very few of them provide coverage of the sort of thing I’m interested in any more!)
It’s massively frustrating, and I don’t even work in PR. I can bang my drum all I like about the types of game I’m interested in and want to experience more of… but is anyone really listening?