Florence Chee

Florence Chee is a PhD Candidate in the School of Communication at Simon Fraser University, where she works at the Centre for Policy Research on Science and Technology (CPROST) and the Applied Communication and Technology (ACT) Lab. She has published numerous journal articles, and her research interests focus on the ethnographic investigation of how users socially define themselves amidst their technologies and lived realities. Her fieldwork in Korea examined the ways in which gaming can differ with regard to cultural, social structure, infrastructure, and policy factors.

Primarily, I want to know if you have any other ideas on how these gamers are going to move, whether in the long-term or short-term.

Florence Chee: We can think of MMOGs as just one instance of a broader trend in "retribalization," which media theorist Marshall McLuhan discussed in his work as early as the 1960s. He argued that new media was in essence causing a trend towards 'retribalization' of the once individual, literary man. That is, he saw the affordances of new media favoring a type of collectivism, as opposed to individualism. McLuhan believed that new media had the ability to change people's ideas--and had the inherent ability to persuade. We see manifestations of this phenomenon in everyday branding and marketing, to be sure.

In terms of what we see happening with online games is a type of retribalization. Social networks facilitated by new media (Facebook, MySpace, and various online games) enable the state of being 'with it,' when people rely on mass media or groups to guide them in their beliefs and actions. I mention other online applications along with games because they are no longer distinct, but related. Just think of how many applications an individual uses to organize a group online to do anything on a daily basis (like raids, just say).

Having said that, I believe that the large-scale movement of players from game to game that we are seeing (the ones that are in the millions) is indicative of a global process in which people are attempting to make sense of their online/offline interactions. They are figuring out what 'game' best fits their needs for retribalizing and the games that have more of those needs fulfilled are, as we've seen, the most successful.

I don't believe we are at the point yet where we're going to have 'one game to rule them all,' because we're only beginning to understand the realities of local contexts that may or may not work with the mechanics of certain games culturally, or otherwise. In other words, the game itself cannot do it alone. It must be strongly integrated with a person's 'lifeworld' as a whole.

So you think that in looking for a way to balance 'normal' life with encroaching technology, we've headed into games? And if gaming tech offers the “right stuff,” it could be a rallying point for future networking/social media technologies?

FC: yeah, that's the essence of what I'm sayin. I think McLuhan's take is a bit too tech-deterministic, but there's not enough room to go into the nuance of it, and the basic principle of retribalization is useful for thinking of games and sociality.

How much of our attention does Warcraft really deserve in relation to some of its contemporaries? Do you think WoW, whether knowingly or unknowingly, capitalized on any major long-term or short-term reasons for play?

FC: Interestingly phrased. "Deserve" is such a loaded term :) What I can say is that a virtual online game environment like WoW cannot thrive without players. Because the revenue model is subscription based, it is really the players choosing to throw their support behind the continual development of that online world. How they make that choice is a different matter.

Inertia, tipping point, buzz, whatever you want to call it, WoW had an edge because they strategically crafted that buzz while leveraging a pre-existing narrative from the successful WarCraft RTS trilogy. So, they attracted players like me who were familiar with the RTS and excited about a MMORPG version, along with a distinct n00b clientele who could play the game like golf. I believe those are some reasons behind the success of WoW. Still, it's not always a 'black hole,' and one's choice in game has very much to do with whether or not one is established in another game. Some die-hard City of Heroes players I knew refused to 'make the switch' because they had 'too many friends' on CoH and didn't want to leave.

What's in store for single player games?

FC: Single player games aren't going away, and it would be silly to assume that one genre is going to win out. They serve completely different purposes, and we're starting to target different demographics for different genres. Though I may not necessarily agree with the way some categorize players and genres, I do know that there is a trend towards creating 'single player, casual games' for middle-aged women because they are a largely ignored demographic in need of relaxation (for example). If you've only got 20 minutes to spare, you're not going to get much out of playing a MMORPG.

Platform is also a consideration. We've got to get more creative with the hardware as well. The Nintendo Wii is a good example of how to take problems and criticism (like sedentary, boy-biased games) and design solutions that engage and include previously ignored segments of the population. We've been riding old business models for way too long. The money is there to be made (and piracy is something that is not going away either), but the models can't rely on revenue from the sale of 'boxes' anymore.

If Warcraft collapsed today, then where would the players go? Other MMO games, single player games, the gym?

FC: You can guarantee that there will be lots of forum threads going "OMG! What happened??!!11"

Someone set us up the bomb!

FC: After that kafuffle, the taste leaders would probably find a similar environment and spread the word of the 'new' place to hang out. I think they would still stay within the same genre (i.e. not single player, or the gym) because the other activites would not fulfill the same social purposes as WoW.

Do you anticipate the arrival of more game genres that might directly compete with MMO, Single Player, Multiplayer online, etc?

FC: If I knew that, I would quit academia and proceed to build an alternative gaming empire. If it comes to fruition, I'll let you know.

Alright, last question. If you were stuck on a desert island, with only one game to sustain you over the long years, then what game would you pick?

FC: If I had to play single player, it would be Jumpman. I love ASCII games. They were thoroughly engrossing and yet relatively simple :)

This, assuming that I'm ignoring the fact that I would need electricity... and everything else to run the game. If I could choose an MMO I would log on and ask for help off this island!