Video games are also big business, with 2002 sales estimated at around $6.9 billion, an increase of 8 percent over 2001, with similar strong growth predicted for the next few years. Such levels of profit certainly command attention -- hence video games' prominence in the inaugural New Orleans Media Experience, a gathering of industry professionals and fans of film, music, advertising and video games. Video games are discussed in numerous panels held during the week's activities (which officially begin Sunday, Oct. 26), industry experts covering topics such as video games' ability to market other media, especially film and music. Such examination fits perfectly into the New Orleans Media Experience's theme of "convergence," essentially an overlapping and blending of the relevant media, a feat facilitated even more by new technology.
And also meshing nicely with the Experience's emphasis of fun along with the serious, GameRiot -- a traveling exhibit of top-shelf video games that resembles a rave-spun nightclub more than some arcade in the mall -- sets up shop at the Contemporary Arts Center (900 Camp St.) 3 p.m. to 11 p.m. Tuesday to Friday, Oct. 31, and noon to 8 p.m. Saturday, Nov. 1.
"Video games are mainstream now," says New Orleans Media Experience founder Randy Winograd. "It's not a niche market, and it's not a subculture. One of the points (of the Experience) is to demystify video games and the industry as a whole, that they're not just for a certain type of person and a certain age group. The number of people playing video games is startling. We want to raise the profile of this industry so people recognize it as one of the major entertainment vehicles in our country, which it obviously is.
"We believe that any comprehensive discussion of the intertwined futures of technology, marketing and media must include video games."
Winograd, who cites the inclusion of attractions like GameRiot as what "sets our event apart," was one of the first people outside the GameRiot operation to view the installation before it debuted this summer on tour with Lollapalooza. The perennially popular music festival this summer featured big-draw acts such as rockers Jane's Addiction (whose frontman, Parry Farrell, founded the event), Queens of the Stone Act and rap artists Jurassic 5. To Winograd, that's not a strange mix. Saying his preview of GameRiot "far exceeded my expectations," Winograd uses adjectives of "energetic," "entertaining" and "amazing" to describe his initial reactions.
To GameRiot producer Matt Ringel, such response was common among the 3,000 gamers who entered GameRiot on a daily basis during Lollapalooza tour stops. "It's loud and raucous," Ringel, part of Games Media Properties, the company that produces GameRiot, says. "We focus a lot on production quality, in terms of both sound and lighting. The result is that it has a rock 'n' roll energy."
The make-up of the GameRiot in New Orleans will feature 55 total gaming stations, with Playstation2, Xbox and various personal computer models represented, all played on plasma-screen televisions. There's a stage that will house competitions, held every half-hour, with a slew of prizes awarded to the winners. Prizes include everything from T-shirts, software, game-related prizes such as an autographed Tony Hawk skateboard (tied to the "Tony Hawk's Underground" game made by Activision), and a VIP pass to the weekend's Voodoo Music Festival. (During Lollapalooza, the final competition of each, culled from hours of competition, was held on the main music stage before the headlining act, Jane's Addiction, performed.)
GameRiot Girls, sexy dancers that bounce and groove along to the high-energy music, add to the atmosphere. "The GameRiot Girls carry a lot of the show," Ringel says. "People love to get their picture taken with them, etc. They really work to make this a special environment, something really special. You can just sit by yourself at home in your basement and play video games, but never do you have a chance to experience the game like this."
Ringel illustrates this point with a quote submitted by a fan during one of the Lollapalooza stops this summer, who wrote: "I walked into the (GameRiot) tent, and my jaw dropped. ...Video games and dancing girls? How do they know my wildest fantasy?"
But while the GameRiot Girls are clearly an attraction in their own right, for many of the hardcore gamers that GameRiot appeals to, as well as its creators, the focus is absolutely on games. According to Ringel, the week around Halloween is perfect timing for this event, as it marks the calendar point when major video game manufacturers release the latest titles (with a two-month push toward Christmas being the primary impetus). Media Experience founder Winograd concurs with Ringel that one of the strongest points to GameRiot is its exclusive showcasing of not-yet-released games. Presented in part by the company nVIDIA, makers of what Ringel describes as "the leading makers of graphics cards, the highest performance graphics," under the product name GeForce FX, a number of games will debut in New Orleans this week. Among the most-anticipated releases are Electronic Arts' "The Lord of the Rings: The Return of the King," a game based on the J.R.R. Tolkien books and, more recently, the mega-grossing movie franchise.
Both Winograd and Ringel point to "The Return of the King" as a prime example of convergence, in which the mediums of film and video game merge. Further melding of the mediums is found in the game "Def Jam Vendetta," which pairs established and up-and-coming artists on the hip hop-based Def Jam record label in grudge matches, all set to an original soundtrack composed by those same rappers. "A lot of games coming out now are based on franchised properties, especially music and film," Ringel says. "And musical acts that compose original works for games, that's excellent exposure, often it's the fastest way to break a new act. The demographic is good for them, and when you have people playing these games for 60, 70 hours and hearing the music the whole time, then a lot of times they'll go out and buy that disc."
Other pined-for games include "America's Army," a game produced by the United States Army that's used as a recruiting tool for soldiers, Tecmo's "Ninja Garden," and a hilariously interactive "Karaoke Revolution," in which karaoke singers face a daunting artificial intelligence capable of booing them off the stage.
A strong suit of GameRiot, Ringel points out, is that the format works with titles, releases and new technologies of all the major players within the gaming industry, instead of being limited by a sponsorship that would hinder its offerings.
GameRiot kicks off the New Orleans Media Experience with its party-on mantra on display at Pulse, Oct. 28's affair sponsored by G4, cable's gaming television network. Held at the Contemporary Arts Center, Pulse features legendary Beastie Boy spinner DJ Mix Master Mike, along with rising Atlantic Records rockers, White Starr. A number of local and national celebrities are slated to make appearances as well.
A packed 2004 calendar has the burgeoning GameRiot making appearances during numerous summer music festivals, along with a two-month jaunt through college campuses and spring break havens during the late winter and early spring. Even with that to anticipate, Ringel says he's excited about the New Orleans Media Experience, saying the Halloween week vibe here is "a perfect match" for the type of energy GameRiot seeks to create.
"Given what the New Orleans Media Experience is working to achieve -- the coming together of music, film, video games and other mediums -- that convergence is something GameRiot really embodies," Ringel says. "That ethos is what we're all about."
As far as being responsible for GameRiot's inclusion into his ambitious scheme, Winograd shares Ringel's excitement. "What better way to give people a chance to experience what video games can fully provide than in a futuristic, high-energy environment?" Winograd asks. "(GameRiot) is already recognized as a leader in the industry. They have access to the best titles, half of which aren't even on the market yet.
"Plus, video games are an essential part of what we're trying to cover," Winograd adds. "You have a whole generation now whose entertainment matrix is deeply immersed in video games. It's a huge sector of the media landscape. And being fresh, exciting and cutting edge, it's one of the elements that makes the New Orleans Media Experience different from the other events like it. It sets us apart.
The inaugural New Orleans Media Experience is about as "multi" as multi-media can be.
Desire Film Party
Mario Bava Retrospective
Pulse Videogame Party,
Rock the Vote Benefit
Concert, featuring N*E*R*D, Spymob, Clipse
Ball, featuring Dita Von Teese