Why Call of Duty massacres Battlefield – it’s all social…

November is a massive month for the video games industry as the biggest titles attempt to sell millions of copies at launch and establish themselves for the all-important Christmas rush. And the big battle this year is between Call of Duty, which has broken sales records with the last two installments, and Battlefield, the equally long-running military shooter which has explicitly tried to challenge for the title this year. But most video game sites miss the reason why even before Call of Duty Modern Warfare 3 is released, the result is a foregone conclusion.

Call of Duty Modern Warfare 3 - social gaming

The answer is simple – for the last three releases, Call of Duty has combined a pretty decent game with a very good implementation of social features. And that’s built up momentum, sales and record-breaking devotion from gamers who put in thousands of hours into levelling up their characters each year.

Call of Duty = social gaming

A while ago I looked at the social features and reason for success of both Call of Duty and Farmville, and to some extent not much has changed. This year, Activision, the publishers of the Call of Duty franchise, have made the social elements more explicit with both the Call of Duty XP live event in LA, and Call of Duty Elite, which is a social network based around Call of Duty to record scores, stats, weapon selections, allow players to create groups etc. Did someone mention Pervasive Social Gaming?

But the real achievement is shown by the comparison with Battlefield. Publishers Electronic Arts are no strangers to social game mechanics as they are attempting to conquer social gaming, and have had success with integrating their ‘Autolog’ feature into racing games – put simply it tracks the scores/times your friends achieve and alerts you as soon as they beat one of your scores. Insanely addictive, and now copied by Microsoft’s own Turn 10 Studios in the latest Forza Motorsport game, also out this November.

Yet the social side of Battlefield is appalling, and not for the first time. Coming from the PC, it isn’t as user-friendly as Call of Duty, the Battlelog feature regularly fails to load, and it’s a challenge to get gamers into the same game, yet alone on the same team or in the same squad. And with squads having a maximum of 4 players, and no way to choose your friends, you can spend an entire match or more swapping teams and squads trying to end up with someone you know.

Compare that to Call of Duty. Load the game, start a lobby, invite friends, and then you’re together as a party for the evening, with the biggest matches allowing 12-18 players competing in two teams.

And that’s why Call of Duty will always win for the foreseeable future. It’s quick and simple for groups to form, and stick together. That’s shown by the fact only two of my gaming group of 20+ have bothered with Battlefield, and found it frustrating before jumping back into Call of Duty. It’s why that group have already arranged one pub meet to bring our gaming friendships into the real world, and it’s why I know that any night of the week at least a handful of them will be playing Call of Duty.

The average Call of Duty gamer plays for 58 minutes per day, according to Activision, which is longer than the average person spends on Facebook.

It’s also why I know the small number of them that haven’t already pre-ordered the game are getting excited about going to the shops at midnight on November 8th to pick up the game, rush home, and fire it up at 1am to meet up and share the first impressions of multiplayer. And I’m one of them.

A great opportunity for Nokia that no one has mentioned…

The news is full of reports on the abysmal second quarter results posted by Nokia today, which saw such a massive drop for the company that it has been surpassed by Apple in smartphone sales for the first time (16.7 million Nokias, compared to 20 million iPhones).

Some are suggesting that it’s a sign the move to Windows Phone 7 was the right one, but most analysis and opinion is that Nokia might not survive long enough at this rate, given that we’re only likely to see one WP7 handset by the end of the year, and although the operating system is a nice one, it might not be nice enough to make any impact into the growth of Android and iOS. For a full and complete analysis of how far Nokia have floated up the creek without any propulsion, Tomi Ahonen is as comprehensive as ever in his figures, predictions, and critical analysis of Microsoft and Nokia CEO Stephen Elop.

But I think I may have spotted a big opportunity for a core of growth for Nokia, and it’s all based around Windows Phone 7 and their relationship with Microsoft

Here’s where Nokia, Microsoft and Windows Phone 7 could nail it:

  • Microsoft posted record quarter profits for Q4 last year, and record annual profits of $69.94 billion.
  • The biggest growth has come from the Entertainment and Devices division, which includes Kinect, and the Xbox, which was picked out as contributing significantly to the record profits.
  • Whether you prefer WP7, Android or iOS, you can certainly see that WP7 is a good enough OS to on a par with the others, but the perception is that the huge app catalogues of Android and iOS and the continued increase in developers devoting time and effort to them make their leads pretty unassailable.

But here’s what I think would give Nokia, Microsoft and WP7 a significant core group of growth from which to build….

  • Xbox is growing and making significant revenue.
  • Kinect is a record-breaking success.
  • Integration with Xbox Live and gaming on mobiles has been mentioned by senior Microsoft staff for years, even before the Xbox 360 launched (One of the chief people involved in the Xbox project, J Allard, talked about it in-depth in an Edge magazine feature back in 2005).
  • The biggest selling entertainment product of last year, which broke records for all videogame sales, was Activion’s Call of Duty: Black Ops, which is currently time-exclusive for the Xbox, meaning all updates etc are released way earlier for the Microsoft Console.

Non-gamers may still be asking why this matters, but consider the fact that there is a huge group of Call of Duty gamers who have bought an Xbox purely to play Call of Duty. And these generally aren’t 15-year-olds – these are mainly late-20s and early-30s men (and some ladies) who also bought an iPhone when they became cool and fashionable because a guy at work showed them Angry Birds.

These are people with limited time, and limited interest in comparing operating systems, or app inventory. There are plenty of other great games on the Xbox, but they’ll possibly buy a football game (Fifa for English football, Madden for American football, or maybe a golf game, and that’s it. They’ve spent £200 for a console, £40 for a game, and £30 for additional content, plus a £40 annual Xbox Live subscription to play one game online with their friends.

 

  • Now most manufacturers using Windows Phone 7 also produce Android handsets which have a much, much higher rate of sale and adoption at the moment by a massive margin, so Nokia is in a position to be a massively preferential partner with Microsoft.
  • If Nokia hardware, which is still trusted by consumers, and Microsoft WP7 could be put to Activision in a way that gets exclusivity on the Call of Duty franchise for mobile in addition to the Xbox console, or if they’ve already set up the contract that it’s Xbox Live exclusivity regardless of device.
  • Suddenly you have hardware people still remember as trustworthy, even if Symbian was perceived as stone age compared to smartphone rivals. You have Xbox Live which is doing massively well as the established online videogame network, and you have the game which gets a large audience of adults with a disposable income in a position to spend £300 plus just to access that game. If they can figure out the right way to get CoD onto a mobile handset in a way which is enjoyable, ties into the console game as well (Most likely feeding into the new Call of Duty XP social network/stats package), then they’ve got a strong and solid core from which to build.

And given that the mobile/console interaction was being discussed 6 years ago, and increased Xbox Live connectivity is constantly being mentioned in every WP7 upgrade, I wouldn’t be surprised if this was announced pretty soon. Given the fact that one Nokia WP7 handset is out this year, and the next installment in the series, Call of Duty: Modern Warfare 3 is due in early November, marketing for such a phone and app would have to begin pretty soon, but having work on a launch app for a previous Nokia handset, the turnaround times for actually producing something were relatively short in that case.

Now the one thing that would probably scare anyone inside of Nokia from the idea would be remembering the ill-fated N-Gage – the gaming/phone ‘sidetalking’ abomination which ranks as one of the most notable gaming hardware failures of all time (and also produced the stil funny ‘sidetalking’ meme of imitating the N-Gage will all sorts of objects).

Nokia NGage

Just pretend the sidetalking taco phone never happened...

Fortuntely we’ve come a long way since then, with the Sony Xperia Play as the ‘Playstation Phone’ and the success of games including Angry Birds lifting simple mobile games. At the same time, most big games publishers, such as Activision and EA, are already publishing their games on the bigger mobile OS platforms.

If I was Stephen Elop and wanted to grab an established userbase which has disposable income for both hardware and digital content, and already has a strong word-of-mouth community with an established property, I’d be trying to get in a room with Ballmer and Robert Kotick in days or hours to get a deal done.

Is Xbox Live better than golf for digital business networking?

I’ve never managed to get into golf as a sport, but I’ve often been made aware of it as a useful social gathering for business people to get together. Was I missing out due to my lack of interest, ability and plaid sportswear?

My Lucky Golf Outfit by Jeff The Trojan on Flickr

My Lucky Golf Outfit‘ by Jeff the Trojan on Flickr (CC Licence)

Well, if golf was the social context for business networking in the past, I’m rapidly realising that Xbox Live appears to have replaced it. Obviously my network is self-selecting to an extent, but a quick scan of my friends includes:

  • a couple of founders of significant start-ups (i.e. companies you’ll definitely know).
  • a fair number of journalists, including a couple of editors.
  • 5-10 fairly prominent digital marketers.
  • a handful of tech experts in specialist areas.

Theoretically it’s possible I could keep up with all of these friends in the pub, although it’d take a mighty amount of diary juggling and even then, some of them are rarely in the same city with enough free time.

But it’s easy for me to meet up with them online and spend some time gaming (and occasionally chatting about general tech stuff in between). And without wishing to provoke the wrath of Sony/Nintendo fans, the fact that Xbox Live has long been the most seemless and best integrated online networked console experience, means it’s a pretty good time all round…

It interesting how this facet of being social has become integrated into the digital world automatically and subsconsciously alongside keeping in touch with family, friends, colleagues and the looser circle of connections around them both on a personal level, and sharing links, information etc…

And even if the game of choice is pretty much always Call of Duty: Modern Warfare 2 (Xbox 360), I could probably even be tempted into a spot of Tiger Woods PGA Tour 11 (Xbox 360).

Videogames, morality, the media, and Modern Warfare

The mainstream media interest in videogames has generally only been sparked by the regular doses of outrage at whichever game is currently corrupting our children. Which is why I’ve been so absorbed by the coverage of Call of Duty: Modern Warfare 2, in which you go undercover and become part of a terrorist act – and also the media coverage which seems to be a more balanced and mature look at video game morality than we’ve previously had (Probably because most people in their 30s have grown up with videogames and are reasonably likely to have a current generation console in their house).

Two thoughts initially sprang to mind:

1. The morality questions comes round every 6 months, and has done since the days of the Spectrum and Commodore 64. Aside from the comical notion of the media outcry over Night Trap, for example, in which the most offensive thing was the acting, there have also been dilemmas put in front of gamers for a while now – if not quite as explicit as this choice.

In one edition of the World War 2 series Medal of Honour, for example, you encountered a group of unarmed German soldiers sat around the campfire, and could either sneak past, or shoot them in the back – and either option resulted in the game continuing as before – the only result was to have the player consider the moral implications. (Possibly more for me than most, as I’d been reading Michael Walzer’s ‘Just and Unjust Wars’ for a history class at university around the same time!)

2. Even in games where there is no explicit moral dilemma or mechanic players have used their own imagination for years to fill in such gaps. And with online gaming, our encounters with other humans is leading to questions of etiquette and morals in a way which is entirely compatible with the physical world, even if it’s played out differently. For instance, have a read of ‘Bow, Nigger, an article often referenced as spearheading games journalism away from simply rating graphics on a score of 1-10, and instead starting to look at the feelings and emotions players encounter, for example.

And that’s before we even start mentioning Second Life and World of Warcraft.