MUMBAI (Reuters) - India's nascent $30-million gaming industry is set to grow to $700 million in the next five years, driven by global companies that are pushing new generation gaming consoles in the Indian market, industry watchers said.
Microsoft Corp (MSFT.O) launched its XBox 360 in India in September 2006, the premium version retailing at 24,000 rupees, without taxes. In April this year, Sony Corp (6758.T) (SNE.N) launched its Playstation 3, priced at a hefty 39,990 rupees, complete with the latest blu-ray formatted optical disc drive.
The third major console maker Nintendo's (7974.OS) Wii has not been officially launched in India, but is sold through various channels at a substantial discount to the Xbox and the PS3.
"The main drivers for the growth of the gaming industry in India would be seeding initiatives by the players, marketing, and pricing of the games - which is an important aspect in India," said Rajesh Jain, executive director, KPMG.
He said India's gaming market would go to $650-700 million in about 4-5 years from $30 million now, including the grey market.
MARKETING HYPE: PLAYING THE GAME
Microsoft, with its first-mover advantage, is meeting the challenge head on. "The response to the XBox has been phenomenal...absolute demand has exceeded our expectations and plans," said Microsoft India's Mohit Anand, country manager (entertainment and devices).
"I have more than 1,000 retail touch points across the top seven cities," he said. "We are everywhere...any retail outlet."
While in the past consoles were left to sell themselves, now makers are taking a proactive approach to sell their products.
"This kind of an organized marketing thrust was missing when the first XBox was launched," said Anand Gurnani, head of animation and gaming portal Animationexpress.com.
People's perception of gaming has also changed. "It has gone from being a product for a cult group to a lifestyle product."
Tanisha Kaul, product head, PlayStation at Sony India, said that a study done prior to launch showed an increase in jobs, disposable incomes and internet usage were inclining more people towards a digital lifestyle and alternate means of entertainment.
"Indian consumers might catch everyone unawares by bridging the gaming gap with the developed markets more quickly than anyone could have imagined," she said.
CONTENT AND PRICING
Price points are very important in India. Most games are priced steeply. In the U.S., new games for the 360 retail at around $50 a DVD. In India imported games attract a steep duty and retail at upwards of 3,000 rupees. Prices of games are being reduced as there are more homegrown games available.
"Some of the Playstation 2 games have already been brought down. That helps to grow the market," said Jain. "At the end of the day the prices at which the games are bought is important."
He pointed out that software developed in India leverages local strengths bringing down costs and the selling price.
So Microsoft has introduced a game on cricket in India priced at 1,699 rupees. In fact, the company has absorbed part of the import duty of 54 percent on the Xbox.
"It is not the cost of the box which is important..it is the cost of the recurring games which is," Jain said.
"What is needed is localized content and games designed for the Indian market," Tony Garcia, CEO of FX Labs, said.
Ben Heckendorn has once again cranked out a gaming mod, and this time his target was the original xbox "duke" controller.
The idea behind this mod was to take the "guts" of a wireless xbox 360 controller and put them in the huge body of the original xbox controller. "Why would he do this?" you may be asking. Well quite simply, because he can.
There's no real benefit from this mod, and I can't imagine anybody would actually want to use this giant controller, but it's cool nonetheless.
Here's a couple of pictures that show an over-view of what was done in this mod:
Looks quite normal from the front, except for the added guide button (between/above back and start) and the headset jack at the base. Couldn’t forget that, what’s trash-talking without one?
Back is also fairly normal, except for a small, recessed “sync” button below where the cord used to come out.
Some games push all the wrong buttons. Check out this rundown of gaming's biggest offenders.
From the very beginning, video gaming has managed to stir up controversy. Exidy's 1976 arcade game Death Race raised the ire of the National Safety Council by rewarding players for running over gremlins. The 1982 Atari 2600 game Custer's Revenge angered women's rights groups for its tasteless depiction of non-consensual intercourse. Regardless of whether or not you happen to believe that video games are a valid form of artistic expression, you can't argue with their ability to tick people off.
And over the past 15 years, they've gotten really, really good at doing just that. So grab your picket sign and get ready to march as we look at some of gaming's most controversial games.
(1992: Sega CD)
If it weren't for controversy (and the fact that it starred ill-fated actress Dana Plato), this throwaway Sega CD game would have drifted into obscurity as merely another failed attempt at marrying gameplay with live-action video. But from the moment legislators caught wind of its premise -- young co-eds being hunted by vampires in a deadly house -- it became a touchstone of media tolerance and censorship. Senate hearings led by Joseph Lieberman called the game's content "sick" and "shameful," and while they inaccurately claimed that players were encouraged to trap and kill the unfortunate starlets (players were actually trying to trap the vampires, duh), the damage was done as the game was quickly yanked from retail shelves. The nail in the coffin? Damning testimony by none other than Bob "Captain Kangaroo" Keeshan. Ouch.
Don't let the bad grammar fool you: Midway knew exactly what it was doing when it unleashed this brutal challenger to Capcom's coin-op champ Street Fighter back in 1992. Thanks to incredibly lifelike graphics made possible through digitizing human actors, Mortal Kombat quickly became a breakout hit, but its sheer brutality and chilling "Fatalities" made it an easy target for anti-violence crusaders. Along with Night Trap, Mortal Kombat was singled out as a prime example of inexcusable game violence during heated Congressional hearings in 1993, the result of which led to the formation of the ESRB ratings system. Not a flawless victory.
When fledgling developer id Software cobbled together the landmark Martian monster mash Doom back in 1993, they were simply building on the success of their previous game, Wolfenstein 3D. But Doom took off like a bat out of you-know-where, quickly becoming the most downloaded PC shareware program of the era. Its initial release prompted outcry from various religious groups for its violence and satanic imagery, but none of that would compare to the flood of criticism following the tragic 1999 massacre at Columbine High School. Once word spread that perpetrators Dylan Klebold and Eric Harris were fans of the game, including a wildly disseminated rumor that they used it to design levels based on the school's layout (since proven to be untrue), lawmakers and activists labeled the game a murder simulator and several victims' families filed lawsuits against the film and video game industries, which were eventually dismissed.
Before Rockstar was scalded by Hot Coffee, sim developer Maxis was burned by Hot Guys In Speedos. Upset with what he considered unfair working conditions (i.e. too many hours, not enough margaritas), a SimCopter programmer named Jacques Servin decided to play a bit of a prank by making a few alterations to the game code just before it shipped: on certain dates, scads of shirtless male sprites (dubbed "himbos") would gather in great numbers to hug and kiss. When word of the unauthorized code leaked, sales skyrocketed and Servin was summarily fired. Where's the love?
You have to hand it to Running with Scissors and now-defunct publisher Ripcord Games - they knew how to drive people crazy. For instance, call your ultra-violent action game "Postal," a term coined after a series of homicides by disgruntled U.S. Postal employees during the '80s and '90s. Though the game's cartoonish graphics and disconnected isometric viewpoint made light of its insidious undertones, no one was laughing - especially not the U.S. Postal Service, who promptly sued the pants off the developers for trademark infringement. Though Running With Scissors have somehow managed to crank out a few sequels and even a feature film, the Postal series has remained an example of shock over substance.
Grand Theft Auto: San Andreas
For a game featuring more acts of thoughtless manslaughter than a Terminator marathon, it's stunning that the excellent San Andreas was nearly derailed by a delicious cup of coffee. Okay, so maybe it wasn't the coffee as much as the simulated sex mini-game that, through patches or special code software, could be unlocked by persistent gamers. Calling Hot Coffee a significant controversy is an embarrassing understatement; the incident opened the floodgates of video game legislation, resulted in a massive recall and re-rating of San Andreas, and obliterated the 2005 fiscal earnings of Rockstar parent Take 2 Interactive, a blow the company is still reeling from. Maybe they should have ordered tea.
After years of letting gamers wreak havoc on the weak-willed digital masses that filled the streets of Liberty City, Rockstar decided to empower the little guy with this twisted take on schoolyard social castes. Still, their reputation preceded them as critics lined up to take potshots at Bully before it was released, claiming it sensationalized and trivialized the real-world problem of bullying. Florida attorney and video game critic Jack Thompson went so far as to attempt to get it pulled from store shelves even before it received an ESRB rating, though ultimately his plan didn't work and the game hit retail. Bully's sexual themes also caused a bit of an uproar, particularly the fact that protagonist Jimmy Hopkins was able to kiss certain other boys in the game.
Resistance: Fall of Man
This well-received first person shooter was one of the few PS3 launch titles worth the price of admission and served as the troubled console's high point through much of its debut year. Until, that is, Sony was threatened by the Church of England for featuring Manchester Cathedral without getting permission. Upset over the fact that a holy site was used in a game featuring guns, bullets and alien hordes, the Church demanded a formal apology and that the game be removed from shelves. Sony met them halfway, issuing an apology along with a statement claiming that they did not see a connection between their sci-fi tale and "contemporary issues of 21st century Manchester." That presumably ended the spat, but not before bumping the game back into the Top 40 and making it the best-selling PS3 game to date.
(2007: Xbox 360, PC)
By all accounts, this unnerving first-person action game is a diamond, a commercial hit and a shoo-in for countless game of the year awards. A few notable issues plagued the game's launch (including a devious little twist that allows users to only install the game twice - ever), but it's BioShock's central moral dilemma - whether or not to harvest "Little Sisters" for the precious material ADAM - that makes it a case study for Ethics majors. Most mainstream media outlets have thus far avoided the issue, although an article in Boston's Patriot Ledger openly questioned the inclusion of such a touchy practice in a video game. Only time will tell how this morality play will end.
(2007: PS2, Wii, PSP)
The original Manhunt could have easily made this list, having been banned in several countries due to its depictions of extreme violence. Manhunt 2 picks up where its forbear left off, allowing users to perform horrific executions in order to escape from a mental institution. Or rather, it would have picked up there had it not received the dreaded AO rating by the ESRB, effectively rendering it useless since most game retailers refuse to carry AO-rated products. Though Rockstar initially planned to fight the rating, they eventually reworked the content and resubmitted to the ESRB. The now M-rated version will hit stores at the end of October, surely triggering another firestorm of controversy for the embattled publisher.