This document summarizes a presentation given by Don Marinelli on what success and failure look like for entertainment technologies. Some examples of success discussed include the Nintendo Switch, Wii, and Samsung Galaxy S8. Examples of failures include 3D TVs, Sony Aibo robot dog, Disney Quest theme parks, and the Wii U. Measures of success for games discussed are profitability, strong user base, hype, and virality. Measures of failure include lack of profitability, repetitive gameplay, and too much in-game failure. Overall, the presentation examines characteristics of both successful and unsuccessful entertainment technologies.

1. INVEN
GAME
CONF.
SEPT. 1, ’17
SEONGNOM
CITY,
SOUTH
KOREA
WHAT CAN WE
LEARN FROM
ENTERTAINMENT
TECHNOLOGY
SUCCESS AND
FAILURE

2. Don Marinelli, Ph.D., Associate Director,
Entertainment Technology Management, Columbia University
Visiting Professor, Arts/Media & Engineering, Arizona State (ASU)
Professor of Drama/Arts Management (Retired) Carnegie Mellon

3. WHAT DOES SUCCESS LOOK
LIKE?

7. NINTENDO SWITCH
• Nintendo Switch: a mainline
console with mobile capability.
• Allows for mainstream game
play anywhere/any time.
• Same game in your hands or on
your TV; something no handheld
has ever really managed to
achieve.

8. WHAT DOES SUCCESS LOOK
LIKE?

11. Astoundingly Profitable;
Accessible Price Point;
Expanded the Gamer
Demographic Significantly;
Ease of Use;
No Complex Control System;
WHAT DOES SUCCESS
LOOK LIKE THE WII?

12. More about Sport than About
Gaming;
Bundled with Assortment of
Popular Games;
Backward compatibility with
GameCube content;
Ongoing Corporate Support.
WHAT DOES SUCCESS
LOOK LIKE THE WII?

13. WHAT DOES FAILURE LOOK
LIKE?

14. Complexity of Game Controllers
Hardly Any Third Party Support
Underpowered
Confusing Gamepad
No Internal Hard Drive
Lack of Storage Space
Too Expensive for What It Offers
Confusion Over the Core Gamer
Demographic
WHY DOES FAILURE LOOK
LIKE THE WII U?

15. WHAT DOES SUCCESS LOOK
LIKE?

16. Fastest-selling home console in Nintendo
history: 2.74 million units in first month of
launch, exceeding initial projection of 2
million units.
Switch sales were tied to critically acclaimed
The Legend of Zelda: Breath of the Wild,
released alongside console's launch.

17. WHAT DOES SUCCESS LOOK
LIKE?
Hybrid, Mobile Game System, i.e.,
Portability
Small and Simple Console
Bundled with Highly anticipated
game: The Legend of Zelda: Breath
of the Wild.
Sensitive Price Point at $299, but
Considered Affordable
Third Party Support
Removable Storage Capability

18. WHAT DOES FAILURE LOOK
LIKE?

20. 3D TVS ARE DEAD

21. 1) Not enough content. DirecTV and ESPN
stopped broadcasting 3D channels in
2012/2013.
2) Glasses needed for 3D were clunky and
annoying; made people feel self-conscious.
3) 3D TVs were perfectly good 2D TVs; 3D
features weren't often used.
4) 3D TVs could cause eye strain
5) 3D effects didn’t really impress or affect
the viewing experience all that much?
WHY DID 3D TV FAIL?

22. Sony
Robodog
WHAT DOES FAILURE LOOK
LIKE?

23. Very expensive toy! ($2,000 when it
first appeared)
Wasn’t profitable
Limited processing capability by
today’s standards
SONY stopped repairing or making
spare parts
Depressed owners who had
become attached to their Aibo pets
WHY DOES FAILURE LOOK
LIKE THE SONY AIBO

24. WHAT DOES FAILURE LOOK
LIKE FOR THE SAMSUNG 7?

25. WHAT DOES SUCCESS LOOK
LIKE FOR SAMSUNG GALAXY S8

26. Introduction of the Infinity Display
Redesigned Interface Based on User
Feedback
Heft Conveying Durability
Superior Waterproof Certification
Higher Resolution Selfies
Exceptionally Wide Aperture
64 GB storage
Micro SD card Capability
Features Justify Cost
WHAT DOES SUCCESS LOOK
LIKE FOR SAMSUNG GALAXY S8

27. WHAT MIGHT SUCCESS LOOK
LIKE IN AUGMENTED REALITY?

28. AR VERSUS VR

31. WHAT MIGHT SUCCESS LOOK
LIKE IN AUGMENTED REALITY?

32. WHAT MIGHT SUCCESS LOOK
LIKE IN AUGMENTED REALITY?

34. WHAT MIGHT SUCCESS LOOK
LIKE IN AUGMENTED REALITY?

35. WHAT MIGHT SUCCESS LOOK
LIKE IN AUGMENTED REALITY?

36. THIN LINE BETWEEN
SUCCESS AND FAILURE

37. Innovega: Contact Lenses Capable
of Projecting Augmented Reality

38. Innovega: Contact Lenses Capable
of Projecting Augmented Reality

39. Innovega: Contact Lenses Capable
of Projecting Augmented Reality

40. WHERE IS THE MONEY IN
AUGMENTED REALITY?
Hardware
Marketing and
Advertising
Selling Apps with
branded content
Retail sales
Training and
Education
Repair and
Maintenance
Directional AR
Logistics
Games and Location-
based Experiences
General App sales
App development
Selling Access to Data
Streams
Managing and Editing
of Information
Commission-based
Sales Deals with
Specific Vendors

41. SUCCESS
VERSUSFAILURE

43. STEREOSCOPIC DEVICES

45. EARLY VIRTUAL REALITY

47. www.disneyquest.com

50. Aladdin

51. Failure to Upgrade and Keep
Pace with Changing Technology
Poor Geographic Logistical
Choice in Case of Chicago
Analogous to an Arcade at a
time when Arcades were
Closing
WHY DID DISNEY QUEST
CLOSE?

52. Proliferation of Arcade-Like
Operations Closer to Home
High Cost of Innovation and
Creativity
VR Experience had limited
Through-Put/Low Capacity
Rides
WHY DID DISNEY QUEST
CLOSE?

53. Maintenance
Lawsuits
WHY DID DISNEY QUEST
CLOSE?

54. VIRTUAL REALITY

55. STEREOSCOPIC VISION2 = VIRTUAL
REALITY

58. GOOGLECARDBOARD

59. WHAT MIGHT VR SUCCESS
LOOK LIKE?

60. WHAT DOES SUCCESS LOOK
LIKE IN VIRTUAL REALITY?

61. WHAT MIGHT SUCCESS LOOK
LIKE IN VIRTUAL REALITY?

63. WHAT MIGHT VR
SUCCESS LOOK LIKE?

64. WHAT MIGHT VR
SUCCESS LOOK LIKE?

66. WHAT MIGHT VR SUCCESS
LOOK LIKE?

67. WHAT MIGHT VR SUCCESS
LOOK LIKE?

68. VR CHALLENGES
1) Users disorientation in a purely
virtual environment, causing
balance issues;
1) Computer latency affecting the
simulation, providing a less-
than-satisfactory end-user
experience;

69. VR CHALLENGES
3)HMDs and associated VR
peripherals may require
specialized training;
4) VR navigating through physical
environments might prove
dangerous without external
sensory information.

71. WHAT DOES SUCCESS LOOK
LIKE?

73. Profitability
Strong User Base
Proper Distribution
Channels
Hype, Anticipation, and
Media Attention
Virality
WHAT ARE MEASURES OF
SUCCESS?

74. Virality
Great Gameplay
Appropriate to the Genre
Appropriate Level of
Challenge for Demographic
Story That is Enhanced by
Gameplay
WHAT ARE MEASURES OF
SUCCESS?

75. Lack of Profitability
Cumbersome Distribution
Channel
Purely Repetitive Gameplay
Lack of Challenge
Proliferation of Cheat Codes
Too Much In-Game Failure
WHAT ARE MEASURES OF
FAILURE?

76. Lack of Profitability
Cumbersome Distribution
Channel
Purely Repetitive Gameplay
Lack of Challenge
Proliferation of Cheat Codes
Too Much In-Game Failure
WHAT ARE MEASURES OF
FAILURE?

77. SO, WHAT HAVE WE
LEARNED?
Great Gameplay
Compelling Story
Appropriate Visual Style
Challenging Gameplay
Depth and Immersion

78. SO, WHAT HAVE WE
LEARNED?
 Social, Social, Social
 Net-Gen Platforms & Mobile
 Appropriate Graphics (2D/3D)
 Accessible Interfaces
 Multiplayer Capability
 Ease of Deliverability

79. Don Marinelli, Ph.D., Associate Director,
Entertainment Technology Management, Columbia University
Visiting Professor, Arts/Media & Engineering, Arizona State (ASU)
Professor of Drama/Arts Management (Retired) Carnegie Mellon