Pineapples (TM)

If the last few decades of consumerism have taught us anything, it is just how much faith people are able of setting store in a brand. In everything from motorbikes to washing powder, we do not simply test and judge effectiveness of competing products objectively (although, especially when considering expensive items such as cars, this is sometimes impractical); we must compare them to what we think of the brand and the label, what reputation this product has and what it is particularly good at, which we think most suits our social standing and how others will judge our use of it. And good thing too, from many companies’ perspective, otherwise the amount of business they do would be slashed. There are many companies whose success can be almost entirely put down to the effect of their branding and the impact their marketing has had on the psyche of western culture, but perhaps the most spectacular example concerns Apple.

In some ways, to typecast Apple as a brand-built company is a harsh one; their products are doubtless good ones, and they have shown a staggering gift for bringing existed ideas together into forms that, if not quite new, are always the first to be a practical, genuine market presence. It is also true that Apple products are often better than their competitors in very specific fields; in computing, for example, OS X is better at dealing with media than other operating systems, whilst Windows has traditionally been far stronger when it comes to word processing, gaming and absolutely everything else (although Windows 8 looks very likely to change all of that- I am not looking forward to it). However, it is almost universally agreed (among non-Apple whores anyway) that once the rest of the market gets hold of it Apple’s version of a product is almost never the definitive best, from a purely analytical perspective (the iPod is a possible exception, solely due to the existence of iTunes redefining the music industry before everyone else and remaining competitive to this day) and that every Apple product is ridiculously overpriced for what it is. Seriously, who genuinely thinks that top-end Macs are a good investment?

Still, Apple make high-end, high-quality products with a few things they do really, really well that are basically capable of doing everything else. They should have a small market share, perhaps among the creative or the indie, and a somewhat larger one in the MP3 player sector. They should be a status symbol for those who can afford them, a nice company with a good history but that nowadays has to face up to a lot of competitors. As it is, the Apple way of doing business has proven successful enough to make them the biggest private company in the world. Bigger than every other technology company, bigger than every hedge fund or finance company, bigger than any oil company, worth more than every single one (excluding state owned companies such as Saudi Aramco, which is estimated to be worth around 3 trillion dollars by dealing in Saudi oil exports). How has a technology company come to be worth $400 billion? How?

One undoubted feature is Apple’s uncanny knack of getting there first- the Apple II was the first real personal computer and provided the genes for Windows-powered PC’s to take the world, whilst the iPod was the first MP3 player that was genuinely enjoyable to use, the iPhone the first smartphone (after just four years, somewhere in the region of 30% of the world’s phones are now smartphones) and the iPad the first tablet computer. Being in the technology business has made this kind of innovation especially rewarding for them; every company is constantly terrified of being left behind, so whenever a new innovation comes along they will knock something together as soon as possible just to jump on the bandwagon. However, technology is a difficult business to get right, meaning that these products are usually rubbish and make the Apple version shine by comparison. This also means that if Apple comes up with the idea first, they have had a couple of years of working time to make sure they get it right, whilst everyone else’s first efforts have had only a few scance months; it takes a while for any serious competitors to develop, by which time Apple have already made a few hundred million off it and have moved on to something else; innovation matters in this business.

But the real reason for Apple’s success can be put down to the aura the company have built around themselves and their products. From their earliest infancy Apple fans have been self-dubbed as the independent, the free thinkers, the creative, those who love to be different and stand out from the crowd of grey, calculating Windows-users (which sounds disturbingly like a conspiracy theory or a dystopian vision of the future when it is articulated like that). Whilst Windows has its problems, Apple has decided on what is important and has made something perfect in this regard (their view, not mine), and being willing to pay for it is just part of the induction into the wonderful world of being an Apple customer (still their view). It’s a compelling world view, and one that thousands of people have subscribed to, simply because it is so comforting; it sells us the idea that we are special, individual, and not just one of the millions of customers responsible for Apple’s phenomenal size and success as a company. But the secret to the success of this vision is not just the view itself; it is the method and the longevity of its delivery. This is an image that has been present in their advertising campaign from its earliest infancy, and is now so ingrained that it doesn’t have to be articulated any more; it’s just present in the subtle hints, the colour scheme, the way the Apple store is structured and the very existence of Apple-dedicated shops generally. Apple have delivered the masterclass in successful branding; and that’s all the conclusion you’re going to get for today.

Attack of the Blocks

I spend far too much time on the internet. As well as putting many hours of work into trying to keep this blog updated regularly, I while away a fair portion of time on Facebook, follow a large number of video series’ and webcomics, and can often be found wandering through the recesses of YouTube (an interesting and frequently harrowing experience that can tell one an awful lot about the extremes of human nature). But there is one thing that any resident of the web cannot hope to avoid for any great period of time, and quite often doesn’t want to- the strange world of Minecraft.

Since its release as a humble alpha-version indie game in 2009, Minecraft has boomed to become a runaway success and something of a cultural phenomenon. By the end of 2011, before it had even been released in its final release format, Minecraft had registered 4 million purchases and 4 times that many registered users, which isn’t bad for a game that has never advertised itself, spread semi-virally among nerdy gamers for its mere three-year history and was made purely as an interesting project by its creator Markus Persson (aka Notch). Thousands of videos, ranging from gameplay to some quite startlingly good music videos (check out the work of Captain Sparklez if you haven’t already) litter YouTube and many of the games’ features (such as TNT and the exploding mobs known as Creepers) have become memes in their own right to some degree.

So then, why exactly has Minecraft succeeded where hundreds and thousands of games have failed, becoming a revolution in gamer culture? What is it that makes Minecraft both so brilliant, and so special?

Many, upon being asked this question, tend to revert to extolling the virtues of the game’s indie nature. Being created entirely without funding as an experiment in gaming rather than profit-making, Minecraft’s roots are firmly rooted in the humble sphere of independent gaming, and it shows. One obvious feature is the games inherent simplicity- initially solely featuring the ability to wander around, place and destroy blocks, the controls are mainly (although far from entirely) confined to move and ‘use’, whether that latter function be shoot, slash, mine or punch down a tree. The basic, cuboid, ‘blocky’ nature of the game’s graphics, allowing for both simplicity of production and creating an iconic, retro aesthetic that makes it memorable and standout to look at. Whilst the game has frequently been criticised for not including a tutorial (I myself took a good quarter of an hour to find out that you started by punching a tree, and a further ten minutes to work out that you were supposed to hold down the mouse button rather than repeatedly click), this is another common feature of indie gaming, partly because it saves time in development, but mostly because it makes the game feel like it is not pandering to you and thus allowing indie gamers to feel some degree of elitism that they are good enough to work it out by themselves. This also ties in with the very nature of the game- another criticism used to be (and, to an extent, still is, even with the addition of the Enderdragon as a final win objective) that the game appeared to be largely devoid of point, existent only for its own purpose. This is entirely true, whether you view that as a bonus or a detriment being entirely your own opinion, and this idea of an unfamiliar, experimental game structure is another feature common in one form or another to a lot of indie games.

However, to me these do not seem to be entirely worthy of the name ‘answers’ regarding the question of Minecraft’s phenomenal success. The reason I think this way is that they do not adequately explain exactly why Minecraft rose to such prominence whilst other, often similar, indie games have been left in relative obscurity. Limbo, for example, is a side-scrolling platformer and a quite disturbing, yet compelling, in-game experience, with almost as much intrigue and puzzle from a set of game mechanics simpler even than those of Minecraft. It has also received critical acclaim often far in excess of Minecraft (which has received a positive, but not wildly amazed, response from critics), and yet is still known to only an occasional few. Amnesia: The Dark Descent has been often described as the greatest survival horror game in history, as well as incorporating a superb set of graphics, a three-dimensional world view (unlike the 2D view common to most indie games) and the most pants-wettingly terrifying experience anyone who’s ever played it is likely to ever face- but again, it is confined to the indie realm. Hell, Terraria is basically Minecraft in 2D, but has sold around 40 times less than Minecraft itself. All three of these games have received fairly significant acclaim and coverage, and rightly so, but none has become the riotous cultural phenomenon that Minecraft has, and neither have had an Assassin’s Creed mod (first example that sprung to mind).

So… why has Minecraft been so successful. Well, I’m going to be sticking my neck out here, but to my mind it’s because it doesn’t play like an indie game. Whilst most independently produced titled are 2D, confined to fairly limited surroundings and made as simple & basic as possible to save on development (Amnesia can be regarded as an exception), Minecraft takes it own inherent simplicity and blows it up to a grand scale. It is a vast, open world sandbox game, with vague resonances of the Elder Scrolls games and MMORPG’s, taking the freedom, exploration and experimentation that have always been the advantages of this branch of the AAA world, and combined them with the innovative, simplistic gaming experience of its indie roots. In some ways it’s similar to Facebook, in that it takes a simple principle and then applies it to the largest stage possible, and both have enjoyed a similarly explosive rise to fame. The randomly generated worlds provide infinite caverns to explore, endless mobs to slay, all the space imaginable to build the grandest of castles, the largest of cathedrals, or the SS Enterprise if that takes your fancy. There are a thousand different ways to play the game on a million different planes, all based on just a few simple mechanics. Minecraft is the best of indie and AAA blended together, and is all the more awesome for it.