Activision’s bid to redefine the biggest entertainment franchise in the world
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Issue 686 Friday May 4th 2012 £3.25
“Social and mobile games are harming console biz”
‘It’s going to be tough for core games firms,’ warns top exec at free app pioneer Zynga
by Michael French FORGET the recession: our depressed retail market is thanks to pressure from free apps and mobile games. That’s according to one of the US’ most influential games execs, John Schappert, who just a year ago was a key figure at EA. He also once ran Xbox Live – but has since defected to social games giant Zynga. In an exclusive interview
with MCV, Schappert has warned “it’s going to be tough” for companies who don’t adapt to changes in the market. “Traditional gaming is under a little bit of pressure,” he said. “If those businesses are not ready and want to live in the traditional world, they can. It’s just there’s only going to be a few big games a year. If you’re one of those games, more power to you. If you’re not, it’s going to be tough.
“Big console games take years to make. They need massive budgets
IN THIS ISSUE
08 CODIES’ NEW DRIVE The publisher explains why it has ditched shooters and action titles for racers
22 TOP 5 ONLINE INDIES MCVand Koch Media reveal some of the most successful independent online stores
26 RUSSIA’S RESURGENCE A closer look at the Russian games industry including key players and current trends
29 RECOMMENDED We preview the biggest upcoming games including Diablo IIIand Sorcery
41 SALES CHARTS Seven pages of stats including sales of download, boxed and mobile games
and you have to hope the bet you started three years ago pays out. If it doesn’t, it’s a game changer for you. And not in a good way. “That’s a really, really tough business. Is there still a market for it? Absolutely. But look at film versus TV. What
Traditional
gaming is under pressure. Players are stretched for time and don’t want to spend money on games. John Schappert, Zynga
“
do we watch more of these days? I think the social gaming world and the mobile gaming business captured the same magic which is why we’re doing well these days.” Social and mobile games are surprising core games firms with the amount of
John Schappert has held senior positions at Xbox and EA and is now COO of Zynga
players they can attract. Meanwhile data from the traditional boxed market shows UK sales are down 30 per cent year-on-year, and US sales are down 25 per cent. Schappert is a one-time format holder boss and founded the studio that made EA’s lucrative Madden series – but now he reckons console titles target only core audiences, so casual players have no option but to try small, cheaper or free apps. “Traditional games have become more core,” he said. “They require an expensive console, use a controller which laymen are afraid of, and their interfaces are not always the easiest to use. “People are buying fewer games and playing them longer. A lot of players are stretched for time – they don’t have two hours, they have fifteen minutes and don’t want to spend money. “The good news is, while I think that we’re seeing traditional gaming shrink, we’re seeing gaming overall grow. To me it’s a very positive message to the overall industry. But I think some people have to change.”
Green Man Gaming gets HMV vet Baxter
by Christopher Dring
RENOWNED pre-owned games guru Martin Baxter has joined Green Man Gaming as head of trading. Baxter joins following four years at HMV, most recently as category manager for games. He introduced its RePlay pre- owned range. Previously he has held senior roles at Choices and Gamestation. At GMG he will work on extending the digital retailer’s consumer offer. “It’s a very exciting time to be joining Green Man Gaming, as the games market continues to evolve,” said Baxter. Green Man Gaming MD
Paul Sulyok added: “We’ve been strengthening our senior management team and Martin’s role as head of trading is central to this growth. He’s a respected figure in the industry.”