Cultural Differences Are In The Eye
Of The Beholder.
Coming to terms with
the differences between the US and the UK is tough. I mean, most
things should be more or less the same over here in America, shouldn’t
they? We both speak the same language, even if some of that language
is spelt badly – er, differently – over here. We eat
basically the same types of food, we like the same kinds of music.
We also play the same types of games. Or do we? Well, depends…
This Christmas, one of the big tips to be a
hot selling item was the Eye Toy. To most Brits, it probably seems
like the perfect accessory for a social gaming sesh - get a bunch
of mates around, all beered up, and piss yourselves laughing at
each others’ on-screen antics. However, it hasn’t
exactly panned out like that over here.
Fish ‘n’ Chips on
a stick. Sort of. No dogs were harmed, etc.
When I lived in England, most Friday nights
after work, a bunch of us would pop into town, go to the pub,
get mortal, get some fish and chips and pile back to someone’s
house, where we would arse around for several hours before all
going to sleep on the couch/armchair/floor at 4am. We would then
see each other on our separate ways the next morning after a hearty
bacon and egg sandwich and a nice cup o’ tea, provided by
whichever of us happened to be the host of that particular evening.
Trouble is, over here, it just doesn’t
happen. Sure, people go out for drinks – but that’s
about it. They might pair off with some attractive young strumpet
and possibly go back to their place or vice versa, but I’ve
seen nothing to suggest that boozy nights out can lead to boozy
gaming nights/mornings in. It’s probably why the Eye Toy
flopped over here.
A recent Rodent gaming sesh. Booze,
games, modern art. We are best, America.
Of course, the marketing strategy hasn’t
helped. It’s well known that the 25–35 age group has
the most disposable income, and buys the most games. It therefore
strikes me that the best way to sell the Eye Toy to them is NOT
to have an advert featuring a granny heading a soccer, erm, foot-
ball. The fact that the caption reads: “Anyone can play.
And you can BE ON THE TV!” probably doesn’t help,
either. Even as I read it, I heard a collective sigh of exasperation
from across the country. If the Eye Toy was an Atari 2600 thing,
such an advertising campaign might have worked, but people are
much less easily impressed these days, and the promise of “being
on TV” is hardly going to have people my age rushing out
in fevered awe.
”Come along then, you rascals!
I’ll have your fucking arses!”
I’m also of the opinion that people just
don’t get it. A fair proportion of the populace just haven’t
got a clue. The Eye Toy has been featured prominently in many
a game store here. You wander in, and there, at the front of the
store, is a PS2 with a camera sitting above it. Ooh, look - I’m
on the screen! So, why is it that so many people try to play the
game using a fucking gamepad? Do they think that you’re
supposed to push left and move your OWN ARM LEFT? Honestly. My
three-year old son grasps the concept better than these people
(he sees himself on the screen and waves his arms about –
correct).
Now, don’t get me wrong. Americans like
to make tits of themselves just as much as the next Englishman.
Games like Dance Dance Revolution and Karaoke Revolution appear
to be doing extremely well over here. The difference is that American
youngfolk generally already think they are good enough to be professional
dancers or singers, so games like that are seen as practice for
their inevitable glittering careers.
America simply isn’t ready for the Eye
Toy yet. Sony obviously likes it – if the rumours that it
will be built into the PS3 are to be believed. Personally, I think
it’s a cracking little piece of kit, which will take a couple
of years to realise its full potential. Convincing the notoriously
impatient Americans to give it a shot won’t be easy, though.
Only time, and maybe beer, will tell.
PAULEMOZ,
March 2004.
Comment
Here.
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Things to 'Make' and 'Do'.
Go buy an Eye
Toy.
Stock up on booze.
And sweets.
And then, invite people to your house,
get them ripped to the earlobes on sugar and alckyhol and watch
them go all jittery and argumentative and then clean up the sick
off the carpet when you’re hungover and queasy the next
morning. Great, British fun.
____________________________________________________________________
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Eye Toy Play
