Similarly, he argues, Guitar Hero and other games that use new kinds of controller, rather than the usual buttons and joysticks, are broadening the appeal of gaming by emphasising its social aspects, since they are easy to pick up and can be played with friends. Social gaming, says Mr Kotick, is the most powerful trend building new audiences for the industry. He is clearly excited at the prospect of using Blizzards expertise to launch an online version of Guitar Hero for Asian markets. Online music games such as Audition Online, which started in South Korea, are massive in Asia, says Mr Harding-Rolls.
A second trend is media groups increasing interest in gaming. Vivendi owns Universal Music, one of the big four record labels. As the record industrys sales decline, it makes sense to move into gaming, a younger, faster-growing medium with plenty of cross-marketing opportunities. Other media groups are going the same way. Last year Viacom, an American media giant, acquired Harmonix, the company that originally created Guitar Hero. It has been promoting its new game, Rock Band, using its MTV music channel. Viacom has also created online virtual worlds that tie in with several of its television programmes, such as Laguna Beach and Pimp My Ride. Disney bought Club Penguin, a virtual world for children, in August. And Time Warner is involved in gaming via its Warner Bros Home Entertainment division, which publishes its own titles and last month bought TT Games, the British firm behind the Lego Star Wars games.
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