G-Net Turns Strategy Guides into DVD-based Brand Extensions

Electronic Gaming Business, May 19, 2004

Games entertainment media company g-net, which co-produced the recent SpikeTV VGA video game awards, broke more new ground last month in initiating the first line of DVD strategy guides for video games. We at EGB feel the format has many hurdles to overcome and probably will evolve to another format. But the first release in the "iguides" series for Eidos's Hitman: Contracts, is a promising start that demonstrates the kinds of creative possibilities video opens up for the hint genre.

In addition to well-narrated video walkthroughs of all game levels, weapons and character briefings, etc, the DVD leverages the game assets in creative ways: a "blooper reel" of odd shots from the game, replays of the Hitman's top 10 assassinations, and even scenes Eidos had to remove to assure an M rating. "Our goal is not to replicate print hint guides," says David Getson, CEO, g-net. "We felt the DVD format gave us the opportunity to create a new type of companion product to games. We definitely believe games can support the same sort of business in content extras that DVD buyers come to expect." Getson promises an even better interface and collection of value adds in the iguide for Atari's Driver 3.

For the publishers, iguides could represent another incremental revenue stream. Getson says licensing deals for this format are roughly the same as the 15% to 20% against sales of the discs as is common in the print hint book industry. Because the format offers so many entertaining extras, he thinks that it could address consumers that print guides have not reached. For the time being, he admits that game publishers like the DVD approach in concept but many are still waiting and seeing whether it performs. He aspires for a guide-to-game tie ratio of 20% but would be happy to see 5% to 15% at start.

We think pricing will need to come down from its current $19.95 to the typical $14.95 for print guides. DVDs also have a usability issue, since they can't lie open next to the gamer as he plays. G-net recommends users keep the DVD in their video player while in the game and then switch between TV inputs to access the hints disc. It also provides printable versions of the guide in the DVD-ROM-compatible disc. "We do need a bit of a consumer behavior change," Getson admits. But history shows that consumers generally do not change behavior to fit technology. We think integration is what will make this format work, both for suppliers like g-net and publishers.

Ideally, g-net's DVD hint guide will work best when it is incorporated onto the game disc itself. We would extend Getson's own logic in saying that games can and should follow the DVD video model and offer consumers value adds on the disc, like walkthroughs, hints, and novel re-uses of game assets of the sort g-net is pioneering. This way, a gamer can literally save and pop out of a gameplay sequence and access the critical hint without leaving the gaming experience. Getson says he is already talking to publishers about this integrated model, for at least incorporating a sample of the iguides onto a game disc.

Five to seven years down the road, the ubiquity of high-speed connections and recordable media will work with game consoles to make an even better fit between guides and games. Players should be able to buy the video walkthrough or added value material as part of a fee-based download via a connected console.

Contact: David Getson, 917/406-8388, getson@g-net.tv

[Copyright 2004 PBI Media, LLC. All rights reserved.]