Google’s previous attempts at social networking generally weren’t received well by users.  FriendConnect had major issues with browser coding, Orkut never really caught on in the U.S., and I think we all remember the Buzz privacy scare last year.  I have high hopes for Google Me – this could be Google’s chance to tie all of their various outlets into an effective central hub.

Google’s varied demographic also sets a solid foundation for building a social network that can appeal to a broad range of individuals.  Businessmen and businesswomen use services like Google Docs to organize important information, Google Calendar for scheduling, and AdWords for marketing purposes on a daily basis.  College students, moms, and celebrity bloggers often check their Gmail accounts, read the latest stories on Google News, see a video on YouTube, or learn something new on Google Health, and then discuss their findings on Blogger.  Google owns all of these elements and I believe that Google Me could effectively incorporate them under a single, central site.  Think of it as Ping.fm on steroids that incorporates Google sites instead of social networks.

In a recent article on BNET, Ben Popper illustrates this idea perfectly and makes a few predictions of his own:

For Google, Zynga’s games are an important piece of the social networking puzzle. The company will never be able to premier a product now that, standing alone, can hope to challenge Facebook. Instead Google seems to be working in reverse, establishing the individual pieces one at a time and tying them together later on. It’s already got photos, micro-blogging and location based services. The key will be pushing an integrated suite of these tools on platforms like Android and Google TV. If Zynga becomes built into these offerings on a base level, and prompts users to login with their Gmail accounts, it could go a long way towards helping the search giant construct its own version of the social graph.

If Ben is correct and Google is, in fact, reverse-engineering their own social media platform, then Google Me could stand a chance against Facebook.  CNN Tech reports that over 75 million users actively use Facebook’s Zynga games on a monthly basis.  If Zynga offers unique features to Google users, then I expect a large portion of Facebook users will go check them out immediately.  New games, along with integrated email, calendars, documents, chat, photos, and videos is an enticing opportunity for all Facebook users to try something new.  Whether or not Google will integrate Zynga into Google Me is still unconfirmed, but think of the opportunity that Google has to connect all of their services under a central social network.

What makes video games stand out from other entertainment genres?  Why aren’t music and film sales following a similar trend?  Let’s compare costs of a new video game to a ticket for a recently released movie:

$10 for a 2 hour, single showing of a movie in the theatre
(not including popcorn)

vs.

$50 for 40+ hours of entertainment in a video game that is accessible at any time.

Granted, these numbers vary depending on the individual medium, but it is interesting to compare in terms of cost per hour and lasting appeal.

Another useful benefit for gamers is in-store credit or even cash back for trade-ins. This specific market is what keeps giant retail chains like Gamestop on top.  Once you have played your game to its fullest extent and when your playtime starts to exceed the number of hours you slept that week (yikes), simply trade it in for credit towards a new game.  Even online retailers like Amazon have this policy now.  If the game is in reasonable condition, Amazon provides the shipping and you get a gift card in return.  Many movie retailers offer a similar service, but companies like Gamestop will buy used movies as well!

Much like Netflix and other online rental services, video games can now be accessed from anywhere through services like GameFly or NumbThumb. If you aren’t one for paying monthly fees for renting, game systems now incorporate game marketplaces where you can purchase a variety of individual titles. The Xbox Live Marketplace has games from generations past and current hits that are fully downloadable onto your hard drive. There are similar features in both the PS3 Store and Wii Shopping Channel.  This interactivity is what makes video game consoles so successful.  Who needs a DVD player or CD burner when you can have all in one simple package?  A video gaming platform is no longer JUST for playing video games.

Still, the question remains about why the video game industry is so successful in relation to other forms of entertainment.  Daniel Ernst, an analyst for Hudson Square Research responded to this question earlier this year by stating:

‘Consumers are increasingly in control of their media experience – narrowing in on what they consume, where they consume it, and when they consume it. We see interactive entertainment as an extension of that control, where the protagonist, settings, and outcomes are dictated not by the author or screenwriter, but by the players themselves.’

I think that Ernst answers this question completely.  This concept of interactivity is becoming increasingly critical in our rapidly developing world.

Most of the success of the video game industry over the past few years can be attributed to bundle packages and Nintendo’s excellent marketing campaign to make the Wii enticing to all age demographics. Needless to say, it worked. 2008 sales in video games alone surpassed over $21 billion (in the U.S.) – with over half of that gross figure belonging to Nintendo’s Wii alone.  In terms of game sales, Guitar Hero/Rock Band made up around 16% of total revenue during last year’s holiday season and Wii Play sold over 5 million copies.

Recently, the sales of the video game industry have started to decline, but this is somewhat expected.  This Summer has not seen many new ‘big’ titles like the 3rd and 4th quarters of 2008.  However, expect this to change drastically as Nintendo begins to populate the online store for their newly released DSi and highly anticipated titles start flooding the marketplace like Assassin’s Creed 2, Mass Effect 2, Final Fantasy XIII, WoW Cataclysm, Pokemon Heart Gold/Soul Silver (US), and Star Wars: The Old Republic.

Expect big things as we enter 2010.

Cory is a student at Belmont University in Nashville, TN, concentrating on fields in both Communication and Entertainment Industry Studies. He enjoys staying up to date with current tech news, developing new and creative ideas, and identifying trends within popular culture. Cory has a driven passion for music, technology, and art and strives to express these interests in all areas of his work.

Since joining the Strategic Blend team, Cory has directly worked with website development, creating new marketing strategies, and organizing events for various artists and companies – including Terri Clark, Tanya Tucker, Big Kenny, and Suzanne Vega. Cory is a ‘big picture’ person who enjoys brainstorming new ideas, ultimately creating a final product that appeals on both an aesthetic and practical level. Cory has been a team member of Strategic Blend since the Spring of 2009.