Friday 21 December 2012

Contextual Studies: BA 5: Platform and Distribution

The project set is to research into the history of platforms and their distribution over the last 20 years. The brief is open to discussing the development of either platforms/consoles or digital games/video games.

I have a number of different ideas I wish to look into;

  1. The development of the Halo franchise for Microsoft's Xbox and  Xbox 360. I will talk about the marketing techniques used and how the games have developed through their content, game play and visuals.
  2. The growth and marketing scheme of the Metal Gear Solid series for the Sony Playstation 1, 2 and 3. Also talk about the aspects I mentioned in the Halo franchise. Sony does have a wider range of platforms than Xbox making it a more desirable choice to study. 
  3. Nintendo has a massive range of handheld devices and consoles, making it the best company to research their marketing, as they have taken a big step in the motion sensing promotion of a new gaming era.
  4. Putting games aside, another topic I could cover is digital games, which aren't available in disc form. They are only able to purchase via consoles online marketplaces, like the Playstation Store and Xbox Live Marketplace. Online game downloading is a whole new market and a new way of looking at how games are distributed and played, without having to leave your seat.


The way I see it: to enjoy a project is to have knowledge in what you are doing to maintain confidence. I am a big fan of the Halo games and the Xbox consoles distributed by Microsoft, so I am going to research into how Microsoft came about the Halo franchise along with the Xbox and how it has developed and been distributed.

Key areas to cover:

  1. The release of the first Xbox and Halo being a title release
  2. Halo 2 for Xbox and the new graphical visuals and game play it brings
  3. The release of online game play for Halo 1 and 2 (including bonus maps)
  4. Halo merchandise such as novels, models, figurines, art books etc...
  5. The release of the new Xbox 360, followed by Halo 3 classed as a title release
  6. Halo Wars, Halo 3: ODST
  7. The halo mini series: Halo Arms Race, Halo anime: Halo Legends 
  8. Halo Reach (Halo consoles)
  9. Microsoft's game studio co-producers Bungie leaving Microsoft and changing to 343 Studios
  10. 343: Halo: Anniversary (graphical reboot of the original Halo game)
  11. Halo 4: 343's new entourage of Halo games in place of the ORIGINAL 3 GAMES by Bungie.

A lot of ground to cover. I think I need to either stick to the games or the Xbox console itself.
On the console side I can talk about how Microsoft has released the Xbox/Xbox 360 in many different styles to promote exclusive games to the console and also talk about the KINECT. The motion sensing technology that Microsoft has unleashed for a variety of new games.

On the Sony and Nintendo side, they both have motion sensing technology. This is where another topic could be discussed: comparing all three consoles and the technology they have available. Also talk about their marketing strategies. From the top of my head: Nintendo has the fun family interaction side to gaming, and remains the dominator of the handheld gaming world, Sony has the Playstation Move, where the player uses a motion control in front of a camera style sensor. It also has the Blu-Ray name, opening a new era to high definition video. Sony does have a handheld market too, The PSP and the newly released touch screen Playstation VITA, in competition with Nintendo's stylus based DS/3DS and 3DS XL/XLi.
Xbox currently has no handhelds, but thrives in their exclusive game market, their unique console and controller designs, plus a wide variety of open customization's such as face plates, Vaults and vinyl skins for the controllers.


Looking over everything I feel it will be best to stick by the Xbox and how its developed in style, specifications, its marketing/distribution and its future in competing with the games consoles market.

Narrowing it down

After choosing to stick with the Xbox console in its origin, distribution and marketing I have started some rough research, just having a look at what is out there in the Xbox market.

http://en.wikipedia.org/wiki/Xbox
http://www.xbox.com/en-gb/
http://xbox.wikia.com/wiki/Xbox_Wiki
http://www.gamesindustry.biz/articles/2012-06-21-global-gaming-market-console-is-not-dead
http://uk.ign.com/videos/2012/12/12/mass-effect-xbox-360-vs-ps3-comparison
http://winsupersite.com/product-review/xbox-360-vs-playstation-3-vs-wii-technical-comparison
http://teamxbox.wikidot.com/marketing-strategies
http://www.123helpme.com/xbox-marketing-strategy-view.asp?id=163455


Sites cover a brief history of the Xbox and I found a video with a visual comparison to Mass Effect on PS3 and Xbox. I also found a page talking about the consoles market and sales and also a comparison between the Xbox 360, PS3 and the Nintendo Wii.

Xmas Assignment

I was assigned a task to look as far as 20 years back to find a technological and industry changing marvel and describe them. For an industry changing subject, I have have chosen to talk about Microsoft's Bungie games company that developed the Halo franchise, giving the Xbox consoles their famous name, and how Bungie switched to 343 Studio's. A company which is currently re-inventing the Halo franchise. I have already played 2 of 343 re-invented Halo games; Halo: Combat Evolved Anniversary and Halo 4. I have to say I am very impressed at the work they have done so far. Halo: CE was a reboot of bungie's original 2001 game for the Xbox 360, but 343 re-invented the games look, creating a modern, more realistic sci-fi environment and gaming experience. All the original game play and sounds remained, but when the player pressed the 'back' button on their controller the games visuals would transform into the original 2001 Xbox graphics.

Halo: Combat Evolved, Xbox 2001 release title 

Halo: Combat Evolved Anniversary. 343's re-invention of the original Xbox best seller


The game was remade for two initial reasons; to celebrate the games 10th anniversary for its massive success, and to give 343 their moment to shine in modernising a classic game for the modern age. Along with its released 343 announced the future release of Halo 4, to get Halo fans back into the Master Chiefs world. The game featured the same, dark, gritty, detailed graphics that Bungie's 2010 Halo Reach had, making the player feel that the franchise hadn't changed its style at all. 
343's 2012 Halo 4

Halo 4 was released in November 2012. It is 343's beginning to a new Halo universe, following on from Halo 3's bonus legendary ending. The game features, top of the range graphics for the Xbox 360. A new look for the Master Chief and his personal AI, Cortana. The game introduces new and old weapons all remastered visually and in audio. Multiplayer includes some all new maps and some old, remastered for the new generation of the Halo gaming experience.

http://wiki.answers.com/Q/Why_did_Bungie_sell_all_rights_to_halo_to_343_industries
http://uk.gamespot.com/features/cutting-the-cord-halo-without-bungie-6399203/
http://www.joystiq.com/2012/02/01/bungie-handing-over-halo-community-services-to-343-in-march/

Why did Halo's creators change?

In 2009 Bungie released their second to last Halo game; Halo 3: ODST and in 2010 Bungie released Halo Reach. They announced they were going to leave Microsoft Game Studios and join Activision to work on future projects there. Microsoft still held the rights to the Halo franchise so needed a new company to develop the Halo games further, so in 2007 they assembled a new production team known as 343 Studios. The team settled in early before Bungie finished their two Halo games to act as a support team and to begin some work on Halo 4, although no solid development dates can be confirmed exactly. 343 now have the next 10 years of the 3 billion dollar franchise covered on Microsoft's behalf.

The remains of Bungie...

Bungie's Halo games featured and online network where players to review their player stats and previous games to watch and save their in game footage and communicate with other Halo gamers. As of March 2012 all data for players was transferred over to 343's online network for player stats and game reports. The new game report site is known as Halo Waypoint (http://www.halowaypoint.com/en-us/). A site which was released on Xbox live in 2008 is now the main frontier, accessible on any internet based device to view your in game stats, going back to Halo 3.
It is also the initial base for everything Halo; the mini series; 'Forward Unto Dawn'.








The future of Halo...

343 now shares the Halo franchise with microsoft, and is responsible for it for the next 10 years. Rumor has it that the next Halo will be available when the new Xbox 720 is released in late 2014/15, unlocking a new revolution to the gaming industry and in competition with Nintendo's Wii-u and Sonys rumored Playstation 4.


http://halo.wikia.com/wiki/Halo_Waypoint
http://www.halowaypoint.com/en-us/

The Xbox

The Direct X Box (shortly renamed) Xbox was Microsoft's first dive into the 6th generation game console world, to compete with Sony's highly acclaimed Play Station 2, Sega's Dreamcast and Nintendo's Game Cube. They released it in the US in 2001 and in Europe in 2002. It was the first console offered by America since Atari's Jaguar stopped its sales in 1996.

Specs

Here's a list of the Xbox's hardware and specifications;


  • CD/DVD drive
  • Customized Windows XP with exclusive Windows NT architecture (powered Windows 2000)
  • The CPU was a customized 733 MHz Intel Pentium III Copper mine-based processor 
  • 8-10 GB built-in hard drive (first of its kind in the 6th generation of consoles, differentiating from the Game Cub and Play Station 2's external memory cards
  • 64 MB RAM 
  • 233 MHz nVidia NV2A graphics card 
  • 4 ports for controllers, powered through a USB interface
  • 100 Mbit Ethernet port for online connectivity, via a broadband connection

Controller




The original Xbox controller was monstrous. For a young gamer it took two to hold one controller. All the buttons on top of the controller were at a slant, making hard to tell what button you were pressing without looking down. In Japan, the majority of Xbox gamers struggled to handle the consoles beastly controllers, so Microsoft re-built the controller in 2002 to suit the high demand of smaller handed people in the world.
I played on the original Xbox controller after using the updated one and I have to say, well played Microsoft. I'm glad they got their act together to create a smaller, more practical controller to reduce the amount of laughs they were getting from Sony and their practical sized Play Station 1 and 2 controllers.

The Xbox featured external memory cards, that are plugged into the slots provided on the controller to transfer saved data to other consoles, instead of carrying around the complete console everywhere.

The Xbox featured state of the art graphics for its time, beating the Play Station 2's visuals. However, it did lack in popular exclusives to boost their sales compared to Play Stations Metal Gear Solid, Jak and Daxter, Crash Bandicoot, Gran Theft Auto (until released on Xbox too in 2005) and Gran Turismo etc... Where as Xbox had Doom 3, the Halo Franchise and Fable. There are many more both, but these are the best selling exclusives to date.

Xbox Live

The Xbox featured an online service supplied by a broadband connection called Xbox Live. It allowed players from all over the world could compete against each other or in a team across a variety of games. The Live network did require a set monthly/yearly fee to gain 100% of the benefits. The service also allowed players to talk to each other using mics and on screen keyboards to message each other, add friends, to play online with in future and also explore game DLC and download it directly to the Xbox hard drive.

The Xbox Live social friends list (mic icons indicate audio chat)

The Xbox Dashboard; access settings, memory, music (listen to music saved to the Xbox's hard drive) and Xbox Live


Marketing

The Xbox was popular because of its best selling exclusive game; Halo: Combat Evolved and Halo 2 and its online features. Although you had to pay for Xbox Live it was just all round more appealing and fun with its online party and chat systems and better servers for a better gaming experience.

In late 2001/early 2002, the console was released in a couple of different limited edition designs, exclusive to only a few countries to give it a new appealing look to the ever changing generation of gamers. The Crystal and the Crystal Green Xbox's. Each featured the new, smaller controller but still functioned exactly the same as the original.

Crystal

Green Crystal

Skeleton Black

Kasumi-Chan Blue


By 2006, The Xbox had sold over 24 million units worldwide.

The Xbox and its online features were discontinued in 2009, cutting off all online gaming and warranty repairs.


http://en.wikipedia.org/wiki/Xbox
http://en.wikipedia.org/wiki/List_of_Xbox_games


The Xbox 360









Overview

The Xbox 360 is Microsoft's 2nd games console. It was released in the US in September 2005, and then globally by December 2005. It was the first console to be released in 36 countries in one year. The  360 was released to compete with Sony and Nintendo's 7th generation of games consoles; the Nintendo Wii and Sony Playstation 3.

Sales

On the month of release, the first batch of consoles had completely sold out, apart from in Japan. As of September 2012 the 360 had sold 70 million consoles worldwide.

As you can see in the image above, the Xbox 360 has been released in a variety of different looks. The idea behind this is to increase sales and give Xbox gamers exclusive designs based around their favorite games. A number of the exclusive designed consoles are released with a game along side them, which are available on Playstation 3 as well. But Microsoft made the extra effort in creating unique consoles specially for their fans, to convince them to buy the games on Xbox 360 and gain the exclusive bonuses for that extra little investment. Halo and Gears of War are big Xbox exclusives and unique consoles were made for them, to promote the game further. They also include exclusive game sounds (only available on the new 2010 Xbox 360 Slim).

From Xbox to 360

Looking back at the original Xbox and comparing it to the 360, there are a vast number of radical changes the to the consoles look, software and the hardware.

First off; the look. The old Xbox was bulky, heavy, horizontal sitting and very noisy. the 360 featured a slim new look where the console could be placed upright or flat depending on the space of the users console layout. It may have been thinner than the Xbox, but I found that what was lost in thickness was made up for in the height of the console to fit everything in successfully. So it was still a pretty misguided bulky design, and was still pretty heavy. The 360's first released colour was in white, with matching white controllers, with a shimmering silver painted disc tray. The console also featured wireless controllers, featuring their own interactive Xbox guide tools to check your Xbox Live status, game achievements and overall game performance. The controllers were even smaller than the updated old Xbox controllers, but sticking to the same design. the analogue sticks remained off set from each other, but now included a slot to plug in head sets and messaging keyboards. The black and white buttons had been removed and replaced by two additional trigger buttons on the rear of the controller. They were on similar wavelengths in design to the Playstation's controller trigger layout. This created easier access to in game interactions and Xbox 360 dashboard browsing. 

It was a much quieter running console, with better ventilation. Additional cooling fans could be purchased to attach to the rear fans of the console to reduce console overheating problems. but it obviously affected the sound factor. not only did the 360 feature a detachable hard drive, available in all sizes from 20GB to 320GB (before the new HD were released) it also had memory card and USB slots to transport saved game data, media and accounts around with ease. It was initially an expanding on the original memory designs from the Xbox, but it was far easier and broader on the 360. 

The 360 featured built in infra red, allowing the use of multimedia remotes for media playback, where the Xbox required a separate plug in infrared sensor. 



What's inside? 360 Compared to the Xbox?

The Xbox 360's CPU acts like the heart of a PC. It is outfitted with a 165-million transistor*, multi-core processor running three 3.2 GHz PowerPC* cores. The multiple cores allows the console to focus is power on both game performance and sound one two separate cores, without any overuse of one core. This core power is equivalent to six conventional PC cores.

Here is a summary of the 360's tech specs: 
(found in http://electronics.howstuffworks.com/xbox-three-sixty.htm)

  • Custom IBM Power PC-based CPU with three 3.2 GHz cores
  • Custom ATI graphics processor with 10 MB embedded DRAM
  • 512 MB 700 MHz GDDR3 RAM
  • Detachable and upgradeable hard drive -- all models except the Core system
  • 12x dual-layer DVD-ROM
  • Support for up to four wireless game controllers
  • Three USB 2.0 ports
  • Two memory unit slots


Transistor: Control the electrical current. They start and stop the current. Avoids short circuiting and chances of a device overheating.

PowerPC: A joint development amongst multiple companies. Its a reduced instruction rate system used in mobile devices and games consoles, suited perfectly for networking and online interactivity.

Here is a summary of the Xbox's tech specs:
(found in http://electronics.howstuffworks.com/xbox1.htm)


  • modified 733-megahertz (MHz) Intel Pentium III processor
  • custom 250-MHz 3-D graphics processor from Nvidia 
  • custom 3-D audio processor that supports 256 audio channels and Dolby AC3 encoding
  • An 8-GB built-in hard drive (Having a built-in hard drive allows games to start up faster.)
  • 64 MB of unified memory
  • A media communications processor (MCP), also from Nvidia
Looking at both specs, you can instantly see the dramatic changes in the two systems through both the look, and the interior performance hardware. The 360 features a broader range of hard drives, additional USB ports, a multi core processor, a 512 MB RAM unit that is processing at 700 MHz, a custom built ATI graphics card with 10MB embedded DRAM* and also wireless internet and controller capabilities. There is much MUCH more to compare but thats the essential information.

DRAM: Dynamic random access memory has memory cells with a paired transistor and capacitor, requiring constant refreshing.

Article on the Xbox 720:
http://www.techradar.com/news/gaming/consoles/xbox-720-release-date-news-and-rumours-937167

http://uk.gamespot.com/features/xbox-vs-xbox-360-do-you-really-need-hd-6140621/
http://www.talktalk.co.uk/games/features/wii-vs-ps3-vs-xbox360.html
http://hardware.teamxbox.com/articles/xbox/1144/The-Xbox-360-System-Specifications/p1
http://reviews.cnet.com/consoles/microsoft-xbox-360-s/4507-10109_7-34118625.html
http://electronics.howstuffworks.com/xbox-three-sixty2.htm
http://www.technologystudent.com/elec1/transis1.htm
http://electronics.howstuffworks.com/transistor1.htm
http://searchservervirtualization.techtarget.com/definition/PowerPC
http://www.wisegeek.com/what-is-powerpc.htm
http://electronics.howstuffworks.com/xbox-three-sixty.htm
http://electronics.howstuffworks.com/xbox.htm
http://computer.howstuffworks.com/ram1.htm
http://uk.gamespot.com/news/halo-3s-first-day-us-haul-170-million-6179914
http://articles.latimes.com/2012/nov/12/entertainment/la-et-ct-halo-4-sales-20121112
Article on the Xbox 720:
http://www.techradar.com/news/gaming/consoles/xbox-720-release-date-news-and-rumours-937167

Presentation

This is my presentation covering one technology and industry change in the last 20 years. I chose to talk about Microsoft's change from the Xbox to the Xbox 360 and their studio Bungie changing to 343 studios. How has this industry changed the Halo franchise, the most popular game to date available exclusively to the Xbox.