E3 insight: The day the console died

No_Style · May 19, 2005, 10:37 PM

What will you do when the console wars are declared over? Will it mean the end of the world as we know it? Starcom's Rishad Tobaccowala has the answer, and it isn't pretty.

Time magazine once called Rishad Tobaccowala, founder of interactive ad agency Starcom IP, one of the world's top five marketing innovators. Tobaccowala's theories may give him even more notoriety among gamers.

Since 2003, Starcom, an arm of global ad agancy Publicis Groupe, has taken an aggressive tack, evangelizing to clients that include Network Solutions, the US Army, Allstate, Kellogg's, and Miller Brewing the necessity of moving ad dollars into games--as both an alternative and complementary position from which to promote their brand.

GameSpot spoke with Tobaccowala (who also has the title chief innovation officer at Publicis) to get his current view of the media landscape and find out where games, as well as all digital entertainment, stand among the numerous options for marketers interested in reaching consumers who dwell in the interactive space.

His signature view of future media is where the borders between TV, games, and the Internet melt away. Digital entertainment, says Tobaccowala, will flow from the same place and through the same network, distinguished and differentiated only by the terminal the consumer chooses to access it with.

As Tobaccowala says: "Closed systems will die."

A day when the differences between PlayStation, Xbox, and Revolution are minimized? A day when gamers play online regardless of their home console? A day when designers no longer pick a specific platform to code for?

We asked Tobaccowala to explain.
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Read More/Source: GameSpot

May 19, 2005, 10:37 PM	#1
No_Style Styleless Wonder Join Date: Jun 2002 Location: Ottawa, Ontario Posts: 6,034 Rep Power: 0	E3 insight: The day the console died What will you do when the console wars are declared over? Will it mean the end of the world as we know it? Starcom's Rishad Tobaccowala has the answer, and it isn't pretty. Time magazine once called Rishad Tobaccowala, founder of interactive ad agency Starcom IP, one of the world's top five marketing innovators. Tobaccowala's theories may give him even more notoriety among gamers. Since 2003, Starcom, an arm of global ad agancy Publicis Groupe, has taken an aggressive tack, evangelizing to clients that include Network Solutions, the US Army, Allstate, Kellogg's, and Miller Brewing the necessity of moving ad dollars into games--as both an alternative and complementary position from which to promote their brand. GameSpot spoke with Tobaccowala (who also has the title chief innovation officer at Publicis) to get his current view of the media landscape and find out where games, as well as all digital entertainment, stand among the numerous options for marketers interested in reaching consumers who dwell in the interactive space. His signature view of future media is where the borders between TV, games, and the Internet melt away. Digital entertainment, says Tobaccowala, will flow from the same place and through the same network, distinguished and differentiated only by the terminal the consumer chooses to access it with. As Tobaccowala says: "Closed systems will die." A day when the differences between PlayStation, Xbox, and Revolution are minimized? A day when gamers play online regardless of their home console? A day when designers no longer pick a specific platform to code for? We asked Tobaccowala to explain. _______________ Read More/Source: GameSpot __________________ "The Best Style Is No Style" Specifications Here