How will the evolutionof video gamesinfluence the productswe surround ourselveswith in the future?http://imagequalitymatte...
At Seymourpowell we look to a number of industries                                                              for inspir...
Such advancements have made these fantasyexperiences much more immersive, dialing upthe realism beyond just looking real.B...
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How will the evolution of video games influence the products we surround ourselves with in the future?

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At Seymourpowell we look to a number of industries for inspiration. We find these are often the best places to start in order to understand different cultures and how these may affect other industries. Here, Seymourpowell senior design researcher Rob Kirby looks at how the evolution of video games might influence the products we surround ourselves with in the future.

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How will the evolution of video games influence the products we surround ourselves with in the future?

  1. 1. How will the evolutionof video gamesinfluence the productswe surround ourselveswith in the future?http://imagequalitymatters.blogspot.co.uk/
  2. 2. At Seymourpowell we look to a number of industries for inspiration. We find these are often the best places to start in order to understand different cultures and how these may affect other industries. ROB KIRBY Senior Design Researcher, SeymourpowellBooks, films, and fashion trends are To complete the realism of the experience the ‘Dead Space’ by Electronic Arts then took this gameplay needed to evolve just as much as one step further by limiting ammo and makingall influenced by the gaming industry the graphics had. It is this slow-changing tide even the killing of enemies strategic – something– for example, Prada recently that is now gathering momentum and not just the creators termed ‘strategic dismemberment’.teamed up with video game in the gaming world; on-screen we’re seeing I’m sure you can imagine what that involves.publisher Square Enix to use Final films being transformed with a long overdue Furthermore, the Atari survival horror title ‘AloneFantasy characters to model their injection of intelligence making them much in the Dark’ is set in complete real-time, meaning more cerebral, think Jason Bourne for example. that the baddies didn’t stop running at you evenspring/summer 2012 collection. while you’re reloading or hot-wiring a car.So what could a recent shift towards extremely If we rewind over ten years, a key title thatsophisticated gaming experiences mean for started this movement was ‘Halo’, a franchise Most recently, Ubisofts’ survival title ‘I Am Alive’our products? now owned by Microsoft Studios. They simply pushed this realism even further by encouraging limited the number of weapons a player could you to use nearby objects and materials asEver since ‘Doom’ and ‘Quake’ defined carry to two. This miniscule change was the start makeshift weapons – anything from shatteredshooter games as fast-paced and gory with of the journey to realism. More recently ‘Operation glass to fence posts. This resourcefulness isgroundbreaking texture mapping and polygonal Flashpoint’ by Codemasters stripped their military loosely being mirrored in the real world as wellgraphics, many titles have strived to achieve a game back to just the bare essentials to distance with a huge surge in survival training courses –similar level of success. The main weapon in themselves from the monotonous ‘run-and-gun’ it seems that knowing how to handle yourself andmodern titles’ arsenal, such as ‘Call format. They removed features such as auto-aim, survive in the wilderness is equally as importantof Duty’, ‘Gears of War’ and ‘Battlefield’ has detailed maps, unavoidable targets and the ability as being able to drive a car or sync your iPhone.been the graphics – making games feel bigger, to be shot an impossible number of times. Thisbetter and more realistic than ever with crystal added a new dimension to the game by making This, often extreme, depiction of realism stretchesclear renderings. But these visually stunning it much more tactical and strategic – players were the experience and brings it closer to real-life.titles still offered gameplay from the Dark Ages; forced to conserve ammo, lead a unit of soldiers, After all, how many occasions would you havebulletproof characters continued to dodge run recon missions and desperately avoid fields an array of weaponry to choose from whiledramatic Hollywood explosions. of bullet fire – just as one would in the real world. an attacker sprints menacingly towards you? www.i245.photobucket.com http://freesdk.crydev.net/ www.myplaystationwallpapers.net/Confidential. © Seymour Powell Limited, 2012. All rights reserved.
  3. 3. Such advancements have made these fantasyexperiences much more immersive, dialing upthe realism beyond just looking real.But what could all this mean for our products?One thing this movement shows is anunquenchable thirst for immersive and realisticexperiences. For us at Seymourpowell our roleas product innovators includes experiencedesign. Mobile phones are no longer productsin the traditional sense; they are a gateway toan enriching digital experience that starts fromthe second the packaging is opened.And just as technology marches on we expectmany products and services to be much moreimmersive. This will undoubtedly change theindustry even down to how skillsets are taughtin the future, as the design of the experience isas equally important as the physical design itself.But if this is the case, it also begs the question – http://www.gamingnexus.com/how realistic do these experiences need to be?It has long been argued that an increased levelof immersion, realism and violence in gaming is a This was to question whether our perception ofstep too far – ‘Doom’ was linked to the Columbine these ideas would change if they were producedHigh School Massacre, and there have been on a larger scale. One particular part of thiscountless ‘Natural Born Killers’ copycat murders. exhibition, ‘Blood/Meat Energy Future’ involvedSo if such experiences are becoming more extreme a mouse being fed to a TV in order to turn itto vie for our attention, does this mean the These fantasy on (http://www.dunneandraby.co.uk/content/experiences we will demand from our products projects/68/0). Although this was tongue-in-will become equally as extreme as we become cheek it was still slightly scary – what if productsdesensitised to it?Ultimately, the role of the entertainment industry with a slightly sinister edge become a reality? With survival gaming showing there is an appetite for such extreme and realistic experiences, experiencesis to offer a very quick escape from reality witha deeply immersive fantasy experience. And if this is perhaps not entirely inconceivable. are much more immersive, dialling‘Tomb Raider’ and ‘Resident Evil’ are anything For most there is a clear distinction betweento go by we know how quickly these can spread fantasy and reality so these are likely to remainthroughout other industries. But if the dawn very separate. But as these boundaries areof extreme survival gaming follows a similarlycontagious pattern, at what point do these constantly being tested to heighten experiences, how do we ensure these experiences remain up the realism beyond justexperiences stop becoming an escape and start enriched but very much separate from ourto become the norm in our reality? And more to physical product landscape? Or should wethe point, could this become an expected part accept that such a dystopian vision will oneof our product experiences?Back in 2004, ‘Is this your future?’ by Dunne day be a part of our products? looking real.& Raby demonstrated what ‘new’ ideas onthe future of energy could look like if they were For more information, please contactproduced at a scale of mass consumerism. Tim Duncan - tim.duncan@seymourpowell.comConfidential. © Seymour Powell Limited, 2012. All rights reserved.

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