Activision exec: Videogames will eclipse other entertainment
by Mike Schramm 
Jan 13th 2009 at 11:00AM
Activision-Blizzard exec Mike Griffith also made a showing at last week's CES, crowing about an industry that he and his company are heading towards the top of. He said to a crowd there that videogames would "eclipse" "movies, recorded music and TV" as forms of entertainment in the future. He claimed that media such as films and music were passive, and that games are moving ever closer to becoming "a legitimate story-telling medium that rivals feature films."Which all seems true, except that it's coming from someone who stands to make a lot of money off of just that happening. Still, for all of the bluster of Activision-Blizzard's hotshots, they've got a few of the most popular franchises in gaming behind them -- Blizzard (of course), the Call of Duty franchise, and Guitar Hero, which has made over a billion dollars for Activision. Especially in a time of declining CD sales, Griffith's words ring truer than ever.
But let's not forget, of course, that you can't have great stories without great storytellers, and the folks at Blizzard are definitely that. For all of Activision's bragging, they can't forget that these franchises, all of them, came from strong and talented studios -- Call of Duty was crafted by Infinity Ward, Guitar Hero by Harmonix, and obviously all of Blizzard's properties were put together by the company formerly known as Silicon and Synapse. Griffith can brag that his media is taking over the world, but we hope Activision doesn't forget who helped them get there.
Filed under: Analysis / Opinion, Odds and ends, Blizzard, Economy, Making money
Reader Comments (Page 1 of 2)
Amaxe Jan 13th 2009 11:17AM
So we'll see a switch from video games based on movies to movies based on video games? ;-)
PONG: THE REVENGE!
sephirah Jan 13th 2009 11:22AM
Ever heard of Uwe Boll?
Amaxe Jan 13th 2009 11:44AM
Yeah, but I was thinking as a general trend, as Hollywood tries to get people back to the theaters like it did when it tried to compete with TV
Antonia Jan 13th 2009 12:18PM
No, what i think Mr. Activision means is these will be more like movies you play and mold to make into your own story.. which is what video games have been trying to do for years and i guess haven't hit the mark since he's telling us again that this is what the industry is trying to do.
but honestly this isn't storyTELLING, its more like storyMAKING. and while that maybe splitting hairs, its exactly what they're saying we'll get to do as the player, make the story instead of just being told it.
Amaxe Jan 13th 2009 12:25PM
Interesting point. Of course this makes computer games seem more like pen and paper RPGs animated than other forms of story telling, though we can't flip the table when we get killed because of lag
Adamanthis Jan 13th 2009 12:31PM
That sounds exactly right, Antonia. And I think the reason that it won't ever pan out is because story telling, while it can be somewhat interactive, is fundamentally a passive experience in which an author/creator/artist shares something with an audience.
So video games can take several different approaches. They can go with linear stories that we "play through", like WoW's quest chains.
They can go with "Choose Your Own Adventure" where we get to select from one of a pre-determined selection of endings based on our actions. There is perhaps a reason why CYOA did not become the predominate genre of great literature. There is participation, but not in any real creative way, and not in a way that is particularly satisfying.
Or they can give us the raw materials to RP our own story. Certainly, this provides the opportunity for entertainment, but again, is not an activity renowned for crafting great and timeless stories. When you go to a play, you are probably hoping for something slightly more compelling than if the audience members improved the whole thing.
mike Jan 13th 2009 12:56PM
2 words:
Max Payne
Brion Jan 13th 2009 11:18AM
Don't forget, Bill Gates said that every home in the world would one day have a computer. He was also the one that would make money based on that exact happening. Now look where he is.
What he is saying just might well be true. Toy stores are going down the tube and stores like GameStop are popin' up on every corner.
n8 Jan 13th 2009 11:25AM
He's just trying to slink his way out of making a WoW movie.
Nice try. We know where you live.
Videogames have already surpassed music and movies combined in terms of gross revenue generated per year.
Stopnshop Jan 13th 2009 11:28AM
What he says is definitely true. It may take a few more years, but once all of the "Series of Tubes" politicians move out and replaced with people from this generation, video games are poised to take over the market.
FireStar Jan 13th 2009 11:40AM
He never said anything about "his" or "activisions" games taking over. I really don't think that was the point of the statement either.
flarkle Jan 13th 2009 11:59AM
His comments don't come across as bragging at all, just his opinion on the direction the entire industry is heading, using the Guitar Hero numbers as a reference.
He didn't even mention Call of Duty or any of Blizzard's games.
We really don't need more posts of someone trying to see an attack on Blizzard that isn't there and blindingly defending them against nothing like the "Offensive Games" list.
Kiristo Jan 13th 2009 12:00PM
Just look at all the games they've made into movies. Good games, crappy movies. Just to pick one for an example, Max Payne has a great story. The noir style to it really makes it a great gaming story telling experience. The movie was, to be kind, not very good. The story didn't draw you in at all. The interaction in a game, makes you feel like you are driving the story, instead of just watching it play out. I'd rather shoot Nazis than watch them get shot, wouldn't you?
Hoggersbud Jan 13th 2009 12:48PM
Conversely, look at all the movies made into crappy video game. E.T. would be the first example, and I'm sure there's more than a few Star Wars games that suck, along with a ton of others.
And let's not forget, there are some good noir movies. Without which the video game wouldn't exist...
Preston Jan 13th 2009 12:07PM
Behold the power of the supreme story-telling medium! Kill 10 boars and return to me! Now kill 10 scorpids and return to me! Take that, film and music industries!
Amaxe Jan 13th 2009 12:45PM
Meanwhile, Uwe Boll is planning on stealing your idea...
Adamanthis Jan 13th 2009 12:18PM
I'd have to say, that's a pretty ridiculous statement. The entertainment value of a video game's interactivity is definitely a plus, but as a story telling medium to rival film? I think not. In terms of narrative, even the absolute best games of all time couldn't come close to matching the films that just happen to be in current release: Doubt, Slumdog Millionaire, Milk, Frost/Nixon.
Being "active" as part of the game does not currently add much depth to the story-telling. Even in Wrath, which improved the quality of WoW's ability to convey its story by approximately one hundred-fold, we move through linear quest chains and watch prescripted events unfold. Our interaction with the world is primarily through movement and combat, not interacting with or co-authoring the narrative. So how exactly is a video game a superior medium for telling a story?
Of course, if we're just looking at popular trends and market share, he might be right. I mean, no one reads books anymore, right? Who goes to the theatre? Do they even have operas any more?
kenney Jan 13th 2009 12:28PM
It's true that the video games medium has different characteristics than movies, but I think that there is some spin here trying to make one appear better than the other, rather than acknowledging a certain amount of apples and oranginess.
They are different mediums with different semiotics. Movies are entirely front-stage and most of the story lies in the hands of the author. The player in video games contributes a lot more to the narrative, but that isn't neccessarily going to produce the better story, since for the most part movie directors and screenwriters are talented professionals with years honing their craft, and players aren't.
I think eventually the ability for video games to be extremely personal might prove activision right, but I wouldn't bet that we are that close to this happening. When it does, I expect that video games will eclipse movies and television in the same way that movies and television eclipsed books- which is to say that it may eclipse those mediums, but not replace them.
Tenchan Jan 13th 2009 1:03PM
Because all movies have deep, rich stories and interesting characters... ;)
Vic Viper Jan 13th 2009 1:15PM
Honestly, i fear the future, if right now we have a lot of games suffering from the "i wannabe an epic movie" plague (aka: great story, poor gameplay to the point you don't care about the game or great gameplay, story that has potential but it is so badly executed that you actually don't care about the story), probably things will be worse in the years to come.
And i wonder how many game franchises's names Uwe Boll will ruin in the next 20 years, lol