AREA ONE: TECHNOLOGY.

• Gaming allows audience interaction like no other new media technology. Digital television can allow interactivity to a certain extent, but it is nowhere near as involved and advanced as gaming both online, on p.c. and on consoles.
• The main institutions in the industry are Sony, Microsoft and Nintendo. The main consoles on the market at the moment are the X-Box 360, the Playstation 3 and the Nintendo Wii.
• Gaming is marketed generally towards children and young adults, however the adult market is quickly expanding with games now appealing to a wider audience such as Second Life. The target market is mainly male, however female gaming interest is also increasing.
• Gaming is a completely new media technology, which is intriguing for the target market as we do not know the limit of what it can do.
• It is a non-linear experience as the experience in all games is the individual player's own experience, and it will change from person to person.