GamesIndustry.biz recently took a trip down to Rare studios and had a few words (well, actually quite a few words) with lead designer Gregg Mayles and production director Simon Farmer (of Viva Piñata), to discuss the need for Microsoft to start targetting younger audiences in addition to their current target group. Now, I have to admit, it never once occured to me that Microsoft was ignoring the younger audience, but the guys at Rare probably know what they’re talking about, seeing as how the studio has always created top-notch games for broad audiences.
Here’s a couple of interesting excerpts from the interview:
Do you think the younger market on Xbox 360 is under-exploited?
Simon Farmer: Yes. When you get a successful title like a Grand Theft Auto, you see other people jump on the bandwagon, and that’s the way some publishers tend to operate. Because we’re first-party it’s easier for us to take risks and it’s good that Microsoft is allowing us to take those risks.
Do you think that market is under-exploited because the games industry has fought so long to tell a mainstream audience that games aren’t just for kids? Has the industry done itself a disservice by banging that drum?
Simon Farmer: I think it’s partly due to the people writing about videogames. I used to do PR in the early Nineties and the journalists from that era have become immune, numb, and jaded.
Of course, as we all know, Nintendo’s been king of the so called “kiddy games” genre for quite a while now, and won’t be willing to give up their throne (even though they are trying to drop their kiddy console reputation) any time soon. I’m also curious to see what audiences Sony is going to be targetting once they get past their troubles and the PS3 takes off.
You can hit the link above for the entire interview.
