Game industry must broaden strokes to head mainstream

The video game industry needs to rethink its pricing strategy, as well as cater to markets other than the 18- to 34-year-old male demo with new forms of gameplay if it truly wants to become a mass commodity and go head-to-head with the film and television industries. This was the call to arms Entertainment Software Association president Doug Lowenstein sent out when he addressed gamecos at E3 last month. 'Video games have been around for 30 years, and penetration remains far below that of competing media like film and TV,' he says. 'What do they have that we don't? A partial answer is they have done a better job developing products that have truly mass-market appeal at mass-market prices.'
By
June 1, 2005

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