How Nintendo's presence can vastly impact their reputation and credibility
The Video Game Awards are a star-studded example of the tremendous growth in the games industry. Say what you will about the overall quality of the show. Or the fact that they are more about celebrities than games, the nonsensical music acts, and the overall fratboy-focused feel of it. The fact remains that it is a tremendous event for the industry that in recent years has been a great way to promote upcoming titles as well. While we all laughed at the program's beginnings (Madden as Game of the Year? Really?), it's a widely-viewed, core gamer-focused show that does promote a lot of major upcoming titles.
So long as those games are for the Xbox 360, PS3, or both, that is.
Apart from a disturbing skit poking fun at the Wii at last year's show (Jack Black has a threesome with a PS3 and a 360... ew), Nintendo has rarely been even given a mention during the show's five year history thus far. Also, it's safe to say that the awards have not been kind to Nintendo...for both winners, AND nominees.
Sure, a couple GameCube exclusives snuck in here and there in the early years, and of course, the handheld category was usually comprised entirely of Nintendo software (even after the PSP's release). However, there has been several notable omissions. In 2007, the VGA's nominees for Game of the Year were BioShock, Halo 3, Mass Effect, and The Orange Box. Yes, not one nomination for Super Mario Galaxy. Then last year, Super Smash Bros. Brawl got an equivalently poor treatment, also denied a nomination for best game. It did, however, gain a nomination for Best Fighting Game - where it was defeated by Soul Calibur IV. Well, at least it won its other nomination, for Best Wii Game, right?
Boom Blox, 2008 winner of Best Wii Game award.
Wrong. It was beaten out by Boom Blox, which just so happened to be published by event sponsor EA.
However, this goes back even longer than that. In 2005, Resident Evil 4, notable as GameCube title, won Game of the Year. There was one problem...it was listed as only being a PlayStation 2 game. That's right, kids - the VGAs were so embarrassed that a violent game was available for GameCube alongside PS2, that they only listed it for the more "mature" console out of the two.
Pointing the finger
So, why has Nintendo gotten such a bad rap when it comes to the VGAs? Well, this may surprise you - but it's Nintendo's own fault. Remember how I just said that Boom Blox won for best Wii game last year, over Smash Bros. Brawl? And how EA was a huge sponsor of last year's event?
Well, I'm not going to be the one to read into something like that, as I'd probably get into quite a bit of trouble. However, it is odd that we never see any Nintendo personalities at the show. Shigeru Miyamoto has never appeared at the VGAs, although Hideo Kojima has. Reggie Fils-Aime is always a no-show, but Phil Harrison, Shane Kim - they've both shown up. Why does Nintendo seem to forgo the VGAs so much?
I could write an entire essay about Nintendo's media relationship, but essentially it's that Nintendo seems to treat journalists exactly as they are - journalists. Other companies tend to use the gaming media as another outlet for advertising, promoting games, previewing games, and showcasing new trailers and world exclusives. Essentially, with Sony, Microsoft, EA, Activision, and pretty much every other publisher or developer on the planet, the industry works for the media. With Nintendo, it's the other way around. Rather than happily show off their cards to the world, Nintendo keeps them close to the vest, using their events, and theirs alone (with the lone exceptions of E3, GDC, PAX, and seldom others) to promote their games.
Of course, this has worked well, especially in this generation. Rather than promote to the usual gaming crowds, Nintendo has decided to focus on those that have never picked up a controller, and, well, if you're a news-savvy gamer, you already know the fruits of that labor. However, what makes things more interesting is how Nintendo has marketed the Wii. You'll almost never see an ad for a Wii game on G4 or during GameTrailers TV, but you WILL see them during the TODAY Show, popped into episodes of Oprah, or splattered throughout the daily lineups of Cartoon Network, Nickelodeon, and Disney Channel.
It is clear that Nintendo's market is likely those that wouldn't be watching the VGAs - however, that doesn't mean Nintendo should completely ignore them. The company has said many times in the past that they are still dedicated towards the core gamer - and while that may be the case looking at the upcoming 2010 lineup, I haven't seen an ounce of that dedication from their marketing department.
If Nintendo wants to reconnect with the hardcore, they need to start doing what the other guys have been doing for years. Show up with some hands-on demos on X-Play. Get an entire episode of GameTrailers TV to yourself. And yes, do some promotion at the Video Game Awards. With recent news of the VGAs getting some huge, E3-level reveals and exclusives, I can see no better time than for the "Big N" to get in on the action. And why not do it with the biggest gun they have... Zelda.
Could Nintendo's next Zelda title be unveiled at the Spike VGAs?
Nintendo could gain a lot of fervor and a lot of support if they revealed the next Legend of Zelda for Wii at the 2009 awards. The fact is, while a lot of today's "fratboy FPS-addicted gamers" want to burn Mario at the stake and think a Metroid is some new DLC weapon for Halo 3, most of them know, love, and respect Zelda. Five years ago, when the company infamously revealed Twilight Princess at E3, I had first-hand experience of those sick and tired of Nintendo making plans to buy GameCubes - plans dashed by Nintendo's delays and promotion of the game, but I digress.
Now, take the 250 or so journalists that were in the Kodak Theater that day in Los Angeles, and multiply that by the possible hundreds of thousands watching on TV. You want to talk about a major television event? Well, this would be it.
All in the execution
How to promote the event? Simple...make no indication that Nintendo will even be there. Not a peep, except for maybe teasing an enormous, humongous, gigantic announcement or what have you. Fortunately, this year's event is live, making things far harder to spoil. They could tease the reveal throughout the show, keeping in mind the earth-shattering-ness of the event. Close to the end, reveal the trailer, have Miyamoto come out and say a quick word, and watch the fanboys fly. It's not exactly rocket science.
Nintendo has usually seen the Video Game Awards as an opposition, when they should be seeing it as an opportunity. Truly reaching out to the hardcore at an event such as this would boost the company's credibility on a major scale, and also prove that the next Zelda is indeed being marketed solely towards the gamers of the world. If not, it certainly won't be the downfall of Nintendo. It would just be another missed chance.
I eagerly await more VGA details, and maybe we'll get more of an inkling as whether I'm right. Either way, it'll be interesting to see what platform Grand Theft Auto: Chinatown Wars is listed for in its inevitable nomination.
http://thewiire.com/editorials/post/6135-nintendos-vga-opportunity
Now in my opinion, that could be one of the most insane predictions ever conceived. Nintendo have succeeded this generation by NOT pandering to the needs of the 'hardcore' so why would they start now? Nintendo revealing Zelda Wii at the VG Awards would be overshadowed by other announcements too, I don't see Nintendo wanting to share the spotlight of a Zelda reveal and they will most definitely reveal Zelda at their own press conference or event.
Revealing Zelda Wii now would take a lot of the impact of their 2010 E3 press conference away (which is when I think they will reveal the title) which will enable Nintendo to stand alone and basically say: "We have Zelda, Metroid, Mario, Wii Vitality and Retro's new title on Wii" it's gonna be a huge show.
So yeah what do you guys think?
