This thread is an attempt at describing what I currently see in the gaming market, and trying to anticipate where we're going next. This was going to be much longer and go much deeper, but I've decided that simply dropping a gargantuan essay is not conducive to what we're all here for: Quality discussions of the gaming hobby. I will be splitting up my original idea into multiple parts to keep things concise and digestible, and try to include your kind feedback and the products of our discussions into the rest of it.
This is part one of what is currently a ongoing analysis of where gaming is, how it got where it is, and where it's heading. I hope you enjoy it, and I look forward to the discussions we can have in this thread.
I think no matter what angle you're coming from, the notion that the gaming scene is undergoing a major shift is inescapable:
I will take a shot and attempt to describe what I feel is going on, and in short, The Landgrab era in Gaming is over.
What do I mean by "Landgrab" in this context? In short, everyone arrived on a fresh new continent of a market called gaming, with swathes of brand-new consumers that no one knew existed. In short, until the beginnings of last gen, you can always farm for and acquire new consumers for your new gaming device and accompanying software.
Furthermore, every generation presented a new opportunity to correct errors made in past gens. So if you lose a generation, you could try again next gen and maybe you will win, new entrants have a chance to build up market share over time if they play their cards right (like Xbox did in its 1st two gens), and you could always find some sort of way to grow, whether that's by creating new addressable markets ala the Nintendo NES, Gameboy or Wii, presenting new technological breakthroughs like the Playstation 1/2 or N64, or simply capitalizing on your opponents weaknesses ala the Xbox 360 or Sega Genesis.
The focus was always on customer acquisition, either from your competitors, or through finding brand new people that never gamed before and attracting them to gaming.
In short, there was always some sort of "land" to reach out for and grab, there was always some sort of consumer that wasn't ever presented with the choice to buy a certain gaming product at a price they're comfortable with. My thesis is that this doesn't exist anymore.
The idea that %30-50 of the consumers will suddenly switch to you in a single stroke of genius like the PS4 did, or that there are millions of new consumers that were locked out of joining the gaming space for whatever reasons, is largely over and done with for reasons I plan to cover in a part of its own.
Almost all of the lands have been conquered by some sort of tech corporation and are now part of their "fiefdom". Furthermore, there are almost no new lands you can find on your own and plant a flag on, and if you want to make money on any given "parcel of land", you have to ask permission and kiss someone's ring so they can allow you to make money on their fiefdom.
e.g. You want penetration in handhelds? You have to ask Nintendo nicely. You want to make money on mobile? Ask Apple and Google. You want penetration in the traditional console market? Talk to Sony, and maybe Xbox if you want to go a little wider. You need to be on PC? You basically can't do anything big without the help of Valve. etc etc.
Even the incumbent big players in the field have to do things that are/were outside of their wheelhouse to grow: Nintendo had to go mobile and give %30 to Apple/Google. Sony is porting to Steam/Epic/GOG and now includes Switch as a platform they can release on. Steam is toying around with dedicated console-like hardware. Microsoft is playing ball with all the other major players and is going full or near-full 3P..etc.
As a result, if you are a platform holder, apart from the basic strategy of launching a big profitable 1st Party game (very risky, and for some like Xbox, almost not possible at this point), there are now only 3 ways to financially grow in the gaming industry:
Thoughts?
This is part one of what is currently a ongoing analysis of where gaming is, how it got where it is, and where it's heading. I hope you enjoy it, and I look forward to the discussions we can have in this thread.
I think no matter what angle you're coming from, the notion that the gaming scene is undergoing a major shift is inescapable:
- Xbox hardware is largely getting rejected from the largest markets, despite focusing a lot of efforts and money on new customer acquisition (lower entry price point than PS, high focus on social media messaging and Gamepass being a massive loss-leader for at least 5-6 years now), and with almost nothing working for them, their mother division (Microsoft Gaming) is actively pivoting away from trying to grow through Xbox hardware sales as a result.
- Sony is mostly sticking to its lane and focusing on hoovering up as much market share from Xbox as possible, while attempting to boost profits and margins across the board via PC ports and entering the GAAS arena, with mixed results.
- By most credible reports, Nintendo is on the cusp of transitioning the Switch ecosystem into a unified platform for all its software offerings, including Switch 1 back compatibility, in a way that largely emulates what Sony and Xbox did this gen.
- Both Sony and Xbox have committed to some sort of porting grand plan on PC.
- Steam is toying with console-like integration of their store, but to limited success so far.
- This is the 1st "gaming generation" with zero permanent price drops on devices: The Switch won't drop in price even as Switch 2 rumors gather pace, even things that have clearly largely failed, like the PSVR2 or the Series consoles, aren't getting permanent price cuts, we're instead getting temp discounts of varying depths here and there.
- Despite the common consensus in the 2010's, Mobile consumer gaming spend has begun to hit its limits and is now declining.
- Steam continues to grow its MAU and concurrent numbers, but consumer spend is also declining in the PC gaming segment too.
I will take a shot and attempt to describe what I feel is going on, and in short, The Landgrab era in Gaming is over.
What do I mean by "Landgrab" in this context? In short, everyone arrived on a fresh new continent of a market called gaming, with swathes of brand-new consumers that no one knew existed. In short, until the beginnings of last gen, you can always farm for and acquire new consumers for your new gaming device and accompanying software.
Furthermore, every generation presented a new opportunity to correct errors made in past gens. So if you lose a generation, you could try again next gen and maybe you will win, new entrants have a chance to build up market share over time if they play their cards right (like Xbox did in its 1st two gens), and you could always find some sort of way to grow, whether that's by creating new addressable markets ala the Nintendo NES, Gameboy or Wii, presenting new technological breakthroughs like the Playstation 1/2 or N64, or simply capitalizing on your opponents weaknesses ala the Xbox 360 or Sega Genesis.
The focus was always on customer acquisition, either from your competitors, or through finding brand new people that never gamed before and attracting them to gaming.
In short, there was always some sort of "land" to reach out for and grab, there was always some sort of consumer that wasn't ever presented with the choice to buy a certain gaming product at a price they're comfortable with. My thesis is that this doesn't exist anymore.
The idea that %30-50 of the consumers will suddenly switch to you in a single stroke of genius like the PS4 did, or that there are millions of new consumers that were locked out of joining the gaming space for whatever reasons, is largely over and done with for reasons I plan to cover in a part of its own.
Almost all of the lands have been conquered by some sort of tech corporation and are now part of their "fiefdom". Furthermore, there are almost no new lands you can find on your own and plant a flag on, and if you want to make money on any given "parcel of land", you have to ask permission and kiss someone's ring so they can allow you to make money on their fiefdom.
e.g. You want penetration in handhelds? You have to ask Nintendo nicely. You want to make money on mobile? Ask Apple and Google. You want penetration in the traditional console market? Talk to Sony, and maybe Xbox if you want to go a little wider. You need to be on PC? You basically can't do anything big without the help of Valve. etc etc.
Even the incumbent big players in the field have to do things that are/were outside of their wheelhouse to grow: Nintendo had to go mobile and give %30 to Apple/Google. Sony is porting to Steam/Epic/GOG and now includes Switch as a platform they can release on. Steam is toying around with dedicated console-like hardware. Microsoft is playing ball with all the other major players and is going full or near-full 3P..etc.
As a result, if you are a platform holder, apart from the basic strategy of launching a big profitable 1st Party game (very risky, and for some like Xbox, almost not possible at this point), there are now only 3 ways to financially grow in the gaming industry:
- Siphon new money and playtime out of other platforms and industries, either via mergers and acquisitions, developing film/tv adaptations, or via adopting some strategy of launching multiplatform games on there (Quick Option #1).
- Juice existing locked-in consumers, via price increases on software/hardware/subs (Quick Option #2).
- Try and slowly creep into some sort of position on someone else's turf (The Slow Option).
Thoughts?