Activision: Publishers Must Embrace Social Networking
Social networking is changing how we view the video game industry. Hell, social networking is changing everything.
And that's why Activision says programs like Call of Duty Elite are absolutely essential. The initiative officially launches alongside Call of Duty: Modern Warfare 3 on November 8; it's a free and premium service designed for avid fans of the franchise. It'll deliver more content and extras for those who wish to participate.
In a recent interview with MCV, Activision digital vice president Jamie Berger said that "year-round services strategy that broadens the game experience beyond just playing is going to be a necessity." He admits that it isn't critical for all publishers now, but it soon will be. Said Berger:
"Right now, it's an option, but in three to five years, it won't be. To support a diverse player base, you will have to have a services and ongoing content strategy. I don't see how games are going to manage without that…Elite is about Call of Duty being bigger than ever five years from now and laying the groundwork for that."
Other publishers are pursuing similar programs. Perhaps it makes sense to assume that gamers will be into digital communication of all kinds, but we at PSXE aren't so sure. In recent polls, we've determined that not everyone has a Facebook account, not everyone Tweets, and not everyone goes online to play video games. Maybe that's going to change, though; maybe the vast majority of gamers will eventually do all those things. And maybe that's why Berger says 3-5 years...
9/27/2011 8:37:35 PM John Shepard