I have passionate discussions with the virtual environments community about the use of the term “Serious Games”. I have lost count of the number of times that I have pointed out that, at least to a business person, these two words are uneasy bedfellows. If it is serious, then to call it a game is to undermine its value; and if it is a game then it clearly isn’t serious (and should be expunged from the corporate environment forthwith!).

However, whilst most people see the point, I have to admit that life isn’t quite that simple anymore. The runaway success of Modern Warfare 2 on it’s release in November and the sales since (news reports estimate that sales could top 12 million copies before Christmas) put it firmly on par with Hollywood blockbusters with sales revenues well over the $500 million mark. A serious success if not a serious game as many might view these things. However, despite the runaway success MW2 only really builds on the success of the existing franchise and, as a first person shooter game (albeit with more blood, gore, carnage and mayhem than most) it doesn’t exactly break down the doors to a new market.

The same cannot be said for the other runaway success of the past few months, although not so much in revenue terms.  I am talking of course about Farmville!  I don’t believe I am alone in being amazed by the amount of time, dedication and energy being devoted by members of my family to the pursuit of agricultural excellence. “We have to get back home NOW! My artichokes need harvesting!”. First thing in the morning and last thing at night, the entire household (well, at risk of being accused of sexism, the female part of the household) now runs to the demanding but gentle schedule of the rural economy.

The success of Farmville highlights some interesting features. Firstly it seems (at least in my experience) to appeal to the female of the species rather than the male – maybe it is the nurturing instinct coming out. Requests to join diected to my son are not only unheeded, they invoke outright incredulity – pass me that grenade launcher!  At the same time, it has (like Nintendo and the Wii before it) opened up new markets and attracted a loyal (an understatement – fanatical would be a more accurate description) following. Whilst MW2 sets new standards in video effects and realism, FV stays firmly rooted (pardon the pun!) in 2.5D cartoon characters – and seems none the less attractive for it. What is the point you may ask (as do many regarding MW2 and other games), but social games, casual games or whatever you want to call them seem to appeal to a fairly basic need in the human psyche – maybe there doesn’t need to be a higher purpose. Of course the challenge is the inevitable “How do you make money?” which bedevils all social software initiatives. But successful – I would have to admit that it is, in it’s own way which is not so directly financially linked as MW2.

Which brings me back to Serious Games.  Both MW2 and FV, whilst poles apart in content, intent, price and realism, have to be considered serious in their own way. It all depends on your point of view. Business leaders might be well advised to just think a little before dismissing all so-called games as a waste of time.  As travel restrictions continue to bite we are all going to be spending a little more time getting to know our avatar and getting in touch with our virtual side!

In one of the industry sessions at CES MIke Griffith, CEO of leading game developer Activision Publishing claimed that online video games were poised to eclipse other forms of media entertainment, and provide numerous trends and statistics to support his case. I am strongly inclined to agree with him, although it isn’t exactly a startling revelation given the developments over the past couple of years. As I have pointed out on many occasions, gaming represents the cutting edge of technology today and certainly encompasses some of the most innovative minds who can see how the powerful technology can be used, and how new forms of interaction can attract and retain new audiences. Look at the success of the Nintendo Wii with it’s inertial sensors in the hand controller. 

Gaming is becoming social computing at it’s best – changing the way we interact with technology and with each other, helping to build new communities, providing new opportunities for user generated content, pulling us in to compelling story lines that make us care about what is going on in the virtual world into which we have immersed ourselves. To touch people at that emotional level is the key to their ongoing success and attraction. In his presentation, Mike Griffith talked about the three basics of gaming, technology, community and interaction – but emotional involvement, immersion and community are where it is really at. In these difficult times there is also the opportunity to escape into a world where you feel more in control. The great depression of the 1930′s was the heyday of the spectacular Busby Berkeley style musical extravaganzas, a fantasy world about as far as it was possible to get from the harsh realities of the real world, and the audiences flocked to see them. Maybe Guitar Hero is the 2009 equivalent?

What has been interesting over the past couple of years is the degree to which gaming has broadened beyond the simple shooter, adventure and driving games into user generated content (Sony’s Little Big Planet for example) and music (Activision’s Guitar Hero), not only breaking out of the male gamer stereotype (yes, girls want to be rock stars as well!) but competing more directly with other forms on entertainment and activity.

But so what I hear you say (if you have even got this far!). Well there is mounting evidence that the skills acquired on the game controller are transferable into real life, driving, flying, even in surgery! Gaming, and the more “respectable” simulation are well established in the learning environment with ongoing work by many organisations such as the Serious Games Institute to expand the growth of “serious games”. People learn by doing, not by reading (or even watching), so learning in a 3D collaborative environment helps people acquire new skills and understanding more quickly than they would otherwise do so, and in a much safer and less costly manner.

3D collaborative environments such as Second Life might appear like a game, but they are acquiring more business orientation with extensions like Immersive Workspace and more closely meeting the growing needs of business users to work effectively together without the need for travel – something which will be increasingly important in the coming months as the economic climate starts to bite into budgets. Some time ago IBM studied the role of gaming in business leadership (you can download a copy of the report here). “If you want to see what business leadership will look like in three to five years, look at what is happening in online games” concluded Byron Reeves, co-founder of Seriosity Inc., IBMs partner in the study.

So the next time the kids are driving you nuts with their gaming, kick them off the system and get in there yourself – you may even enjoy it and you will certainly learn something about user interfaces and the social role of computing in the future.