The rise of social networking and user-generated participation can also be seen in the online gaming industry with the internet shifting gaming from an independent experience to a more complex, social one. Funk (2005, 396) suggests that online gaming has become increasingly popular especially with the rise of Massively Multiplayer Online Games (MMOG) which are played simultaneously by potentially thousands of players.
Funk goes to explain that multi-player games are enhancing social connections as users can communicate in a variety of ways which in turn encourages team play and co-operation. This is true to an extent. In terms of online relationships the social connection is definitely there as users can communicate with each other in an online social setting (i.e Second Life, Sims Online). Hypothetically however, what would happen to a gamer if suddenly the power went out and they instantly lost all connections to the internet and their online social world? In the end they may realise that they have become so dependent on a single machine; a machine which takes users to a completely intangible world that can be whisked away in a matter of seconds. But this can be said for many people…think about the amount of time you spend on Myspace and Facebook? Check out this site if you are addicted to Myspace. It has some helpful tips...
“Social interaction and communication has a physical element that does not and can not exist in an online network” Jenkins (2006). Furthermore, Jenkins (2006) suggests that “while gaming cultures can extend past the world of the internet…physical communication and the element of touch is lost on these online cultures”. I have to agree with this idea because at the end of the day we can have as many Myspace and Facebook accounts as we could possibly have but it is true human interaction that will stand the test of time (and power outages)!
This said however, there are examples of MMOGs include Everquestand The Sims Community which rely on social experiences and network participation for their success. Currently, Everquest is estimated to have over 90 000 players at any one time online (Marshall 2005, 297). But this game is not without its problems either with gamers becoming addicted (known as EverCrack) leading to dangerous antisocial behaviour. On a more lighter note, the Sims has built up a community of fans who can participate in forums, blogs, discussions, chat, fansites, podcasts and contests. Fans of the Sims are now creating custom-made products for the game ranging from furniture to clothes, appliances and houses. Check out this site to see what some fans get up to…While on one of these sites I saw that a user had created a soft drink vending machine which got me thinking that perhaps big businesses should really capitalise on this movement and create their own merchandise and products that users can interact with. This would definitely improve the interaction between consumer and product. For instance users could see their Sim enjoying a tastyChicko roll and want to experience this same utter joy too! Additionally, Sims 2 players are using the game to create and edit music videos which they then upload onto Youtube. These contributors are produsers as they are not only using the program but are creating their own content (Bruns 2008). Gamers in online worlds can participate in many-to-many forms of communication and one-to-one correspondences (Marshall, 2005, p.297). Traditional games such as Literati (similar to Scrabble) andisketch (alike Pictionary) have also been transformed into online games resulting in players being able to interact and chat across the globe (Marshall 2004, 68).
The online game Neopets not only encourages responsibility and care for pets but also provides users with the tools to trade and communicate with each other on a one-to-one basis through neomail and chat options. Marketers are becoming increasingly more intrigued by this online world as a means of communicating with a young target demographic. This site gives a clear explanation of how marketers are using the site for their commercial advantage which presents some moral questions to ponder. For instance there are Neopets toys, A General Mills neopet cereal, a neopets game for Sony Playstation and a neopets magazine (Pace 2006). Other games also rely on human-to-human interaction to manage and organize the game and “interactivity in these games becomes a kind of cultural production albeit contained within the framework of the game’s rules” (Marshall 2004, 69). One example of an interactive electronic game especially designed for children was Nintendogs(Banks 2002). With a catch phrase, “don’t just socialize your pup, socialize yourself,” Nintendogs enabled thousands of players to chat online, discuss their own individual experiences and join social groups (including the Nintendo Kennel Club) (Banks 2002). This consequently enabled players to become active and contributing members who further expanded the social and cultural context of the game and its experiences. Marketers can jump on board in these instances, for example Pedigree Petfood could advertise within the medium and embed its brand within the online community quite nicely. The possibilities are truly endless…
References
