A Unified Console for A Perfect World
January 11th, 2008The ongoing battle between Sony’s Blu-Ray and Toshiba’s HD-DVD in the next-gen video disk format war has gotten me thinking recently about the state of the video game console market. As the home theatre industry moves closer and closer to settling on what looks like it will be a victorious Blu-Ray format, I believe that it is also time that the video game industry makes a similar move towards format consolidation. Recently, God of War lead man David Jaffe has been the loudest in trumpeting the benefits of a single unified game console format. For once, I actually find my self agreeing with him, which sort of frightens me. Moving to a single console game platform would be in the best interests of consumers, publishers, and the industry as a whole moving forward.
As the video game industry has grown and the technology continued to progress, game production budgets have exploded. The effect of the astronomically increasing production costs associated with game development have all but made the once-common platform exclusive game virtually extinct. Those games that do become console-exclusive typically wind up costing the console manufacturer millions in exclusivity fees and marketing agreements, they wind up costing the publisher sales totals due to the limited scope of the consumer base, and they ultimately allow fewer people access to some really great games for lack of owning the “correct” console.
We have seen undeniably that all three of the major players in the video game console market have their niche.
Microsoft, as would be expected from a software company, is the king of the interface. The Xbox 360 interface is far and away better than anything found on the Playstation 3 or Wii. The dashboard is intuitive, the marketplace has a sensible organization and flow, the method of seamlessly joining friends in their online games is nearly perfectly done. The Microsoft hardware, however, leaves much to be desired – again to be expected from a company that is mainly a software company. Repairs of the 360’s ongoing Red Ring of Death problem alone have already cost Microsoft over $1 billion US – yes, that BILLION, with a B. To say nothing about other hardware issues the system has had (faulty controllers, faulty wireless headsets, the fact that the console sounds like a jet engine when turned on).
Sony is nearly the exact opposite of Microsoft, which we should expect from a company known primarily for their hardware production. The Playstation 3 has had an unbelievably low failure rate - the last number I heard was something like 0.3%, which is simply astounding for a hardware unit packed with that much emerging tech. The interface for the PS3, however, leaves MUCH to be desired. The Xross Media Bar (XMB) that is used as the console navigation system on both the PS3 and PSP is clunky and unintuitive at best, finding something in the Sony online marketplace is like sifting for Gold in a riverbed, and the online connectivity system is nowhere near as polished as that found on Microsoft’s box.
Nintendo has always been the king of the first-party game titles. Their console hardware, while always extremely reliable, has been vastly under-powered compared to its competitors in each of the past three console generations. Yet people keep coming back for the Marios, the Zeldas, the Metroids, etc. The Wii has sold like hotcakes, yet among the hardcore gaming crowd, excitement over the system is dwindling quickly. The only software titles that are having much success at retail for the console are Nintendo’s own big time franchises and some of the mini-game collections and gimmicky games targeted at the casual gamer crowd.
A unified console platform could unite the best of all three worlds – the interface expertise of Microsoft, the hardware expertise of Sony, and the innovation and first-party titles from Nintendo. Publishers would have the security of knowing that their game releases would be available to all gamers and vice versa. Retailers would be able to carry a wider variety of games because they would not have to devote floor space to at least three different versions of each title along with the hardware and accessories for each different console. The unified format would also help in allowing gaming to reach further into the mainstream entertainment market by removing the consumer confusion that goes hand-in-hand with any multi-format electronics battle.
The hardware development costs could be split among the major console hardware manufacturers with the profits from the platform licensing rights divided among them as well. Given that virtually all game console hardware is sold at a loss in order to make the profits on the platform licensing for the software, this is a win-win situation for hardware developers as well. With only one licensing fee for software developers to pay on a unified console, the cost of that fee could be increased, allowing the hardware companies to continue to profit from the licensing without each having to eat the MASSIVE hardware development and production costs on their own.
Having said all of that, unlike Jaffe, I don’t believe it will ever happen… because unlike Jaffe, I am a realist. In the real world, companies like Sony, Microsoft, and Nintendo will not play nice together. All three have been the big kid in the sandbox at one point or another and all three continue to believe that their rightful spot is as that big kid in the sandbox. A unified console format, no matter how much sense it makes to the market and the industry will simply not happen because of the egos involved. And that’s a shame.
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