One of my favorite Combat Jack podcasts of 2014 is when they interviewed legendary hip hop producer, Marley Marl over the Summer. Marly Marl invented the modern hip-hop sound most take for granted and created the Juice Crew, one of the most important groups of MCs ever.
Before producing hit records, Marley had a career as an on-air DJ, starting on Mr. Magic‘s show on KISS-FM in New York. In the ’90s he went on to host “Future Flavas” with Pete Rock on Hot 97. Marley Marl was also still producing hit albums for the likes of LL Cool J and Lords of the Underground.
Times change, and Marley Marl isn’t producing music for 20 year olds anymore. While many DJs desperately hang on to their fading youth, Marley tried another tactic. He moved over to WBLS which plays old school hip hop for a mature audience.
it just so happens, rap fans in their fourties and beyond have far more disposable income than those in their teens and twenties. His WBLS show has gone on to be a great success. It turns out that despite being a youth-powered movement, there’s plenty of advertising dollars in hip-hop appealing to older rap fans.
This got me thinking about video games.
A lot of veteran developers are debating about the decline of AAA games in the face of the disruptive waves of free2play and mobile. Many gamers in their demographic agree. If that’s the case, why not appeal to this older audience?
The challenge to monetizing these gamers is that although they have the same taste in games they may have had over a decade ago, their play styles are vastly different due to lifestyle changes. If you’ve got kids or a demanding job, perhaps you no longer have 120+ hours to spend playing an RPG. However, you might digest the same style of game in shorter episodic bursts on a tablet or smartphone.
Some developers have caught on to this and produce what I call Adult Contemporary Video Games. A good example is the 1980s pencil and paper RPG, Shadowrun. Microsoft’s attempt at AAA shooter based on Shadowrun was an abject failure (although I quite liked it). Five years later, Harebrained Schemes went from a surge of support on Kickstarter for “Shadowrun Returns” to a series of popular mobile and PC downloadable games based on the franchise.
This is a smart strategy–delivering content aimed at an older audience on newer devices. Those of us who grew up not on just the original RPG, but the SNES and Genesis games were ripe for a new entry in the series. This model has also seen success with Wasteland 2, and surely the upcoming Bard’s Tale sequel will continue the trend.
It remains to be seen if you can develop a new IP targeted at this audience. A lot of what you hear on Adult Contemporary radio is old artists making new music. In games it may be the same. So far, the genre seems to bank on nostalgia by resurrecting classic franchises for an older audience on new devices with updated play styles. Especially if you include teh current wave of retro remakes. While some veteran developers excel at creating games for the new mobile f2p masses, others may be more suited for this viable slice of the market.