Viewpoint JUNE 2011
Lewis Pek Editor
Tel: +44 (0) 1942 879 291 Email:
lewis@gamingpublishing.co.uk
John Slattery Commercial Director Tel: +44 (0)7917 166471 Email:
john@gamingpublishing.co.uk
Karen Southall G3 Spain - Associate Editor Email:
karensouthall@gmail.com
John Carroll G3 Germany Email:
carroll@carrollconsulting.de
Lisa Nichols Sub Editor
Gareth Irwin Senior Designer
Paul Jolleys Production Manager
John Malin, David Addison, Bepi Mottes Contributors
Jennifer Pek Subscriptions Manager
John Pek Commercial Administrator
Cover Image Gareth Irwin
For sales enquiries contact: John Slattery Tel: +44 (0)7917 166471
Email:
john@gamingpublishing.co.uk
For editorial enquiries and inclusion in the July issue of G3 contact: Lewis Pek Deadline - June 10, 2011 Tel: +44 (0)1942 879 291 Email:
lewis@gamingpublishing.co.uk G3 is distributed to:
Albania, Australia, Austria, Belarus, Belgium, Cambodia, China, Denmark, Czech Republic, Estonia, Finland, France, Germany, Greece, Holland, Hungary, Ireland, Italy, Latvia, Lithuania, Macau, Malaysia, Norway, The Philippines, Poland, Portugal, Russia, Singapore, Slovakia, Slovenia, Spain, Switzerland, Turkey, UK, Ukraine, Vietnam, US
Gaming Publishing Limited
Samson House, 457 Manchester Road, Manchester M29 7BR, UK Printing Newman Thomson
1 Jubilee Road, Burgess Hill West Sussex RH15 9TL Tel: 01444 480700 Fax: 01444 480720 email: ed@newmanthomson
Disclaimer
All contents© Gaming Publishing Limited 2011. No part of this publication may be reproduced in any form without the express permission of the publisher. While we make every effort to ensure that everything we print in Global, Games and Gaming (G3) is factually correct, we cannot be held responsible if factual errors occur. Advertisements are accepted by us in good faith as correct at the time of going to press.
The terminology used to describe the gaming industry continues to present an idealogical hurdle for both journalists and PR executives. In a recent release from the Economic and Social Research Council (ESRC), the headline read: ‘Fifty years on, UK betting shops lure new breed of punters.’
“UK betting shops lure new breed of punters” - I’m not sure how many subjects
could be described in such a manner, but I can’t think of one that’s positive
I’m not too sure how many subjects could be described in such a manner, but I can’t think of one that’s positive. You could possibly use the word ‘lure’ in hunting in a good light, but this still suggests trapping some poor unsuspecting creature. I’d further associate it with
stalking, sexual predation and bearded men pretending to be teenagers on the Internet. Nothing that I’d link to an exciting entertainment experience. Nothing at least that doesn’t involve wearing a Macintosh in a densely wooded environment.
It may seem pedantic to look at each term in this way. Another marketing person recently asked me to change every reference of ‘staff’ in an article to ‘employees,’ which seemed at the time, well, pointless. But in hindsight, in looking at terminology in isolation, the way that the industry both describes itself and is described by others is hugely important in
terms of perception. It wouldn’t be so important if the industry was already viewed in a positive light, but starting on the back foot and already wearing loosely fitting rainwear, encounters with the public and the mainstream press should be positive where there is not the slightest suggestion of harm in the content.
I’ve said in the past that gaming is the only industry in which its executives are quizzed by journalists who also bring along a priest - what other encounter calls for that aside from an exorcism? When was the last time you heard Bill Gates give his view on the state of the technology sector for the journalist to turn for an opposing comment from a Bishop?
The juxtaposition of gaming as the devil not in Prada but in Barbour, is a striking one in every single mainstream encounter. When a group such as the ESRC states that it: ‘supports independent, high quality research which has an impact on business, the public sector and the third sector’ - it shouldn’t label that research with a provocative headline and set the tone of its study as being biased from the start. You wouldn’t say that Tesco was luring shoppers into its fruit and veg aisle with a three-for-two promotion on sprouts. The idea of entrapment is implicit in the use of such terminology and the message of fun and entertainment is being lost before any reasonable discussion can begin.
What is G3? Global Games and Gaming = G3
G3 is all about games. The games players want operators to buy. It's about the creation, the application and the ultimate experience of playing games from all types of sources, media and location. Think of the mantra - location, location, location and now think games, games, games - because without them you have no location. And without G3 you've no way of knowing what you might be missing. If you have one machine or a thousand, if you have a chain of casinos, a single site or whole arcade to fill, you need the very best products to attract your
G3 I JUNE 2011 I PAGE 4 customers - and here's where to find them.
Each issue features the latest games, in-depth country reports and special focuses on technology, innovation and creativity in the sphere of games and gaming.
G3 is a worldwide high quality monthly magazine for the games and gaming operator. It sources gaming related news, information and market statistics from around the world and delivers them direct to you each month.
Stalking about a
good time
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68