Things of note for the week ending Friday October 27th, 2023

INTRO

It’s been a rough old week. After the Games Aid Gala a week or so ago I came down with a nasty flu (not the ‘rona) and I’m pretty sure that brought about a mild case of sinusitis with it. Not. Fun. Blergh. So I write this to you – well, at least – I start writing this to you at 19:08 on the evening of Friday October 27th.

I’ve no idea if this will go out on time (if at all) so let’s see how we go, shall we?

First thing first, how have you been? If you get this as an email, hit the reply button and tell me. I do like hearing from you and seeing/hearing what you’re up to. Don’t be a stranger etc 🙂

Second thing, our amazing launch work for Diablo IV got shortlisted for two Drum Awards earlier today (one for innovation (we built it in UE5 y’know) and another for just being spectacular, apparently). Which was a lovely to end the week.

So swings and roundabouts and all that.

Given the intermittent headache, I might just see if we can crack through this quickly this week – shall we try?

Let’s.

TO THE THINGS!

1. ‘FOR ME, IT REPRESENTS THE DEATH OF THE FUTURE’

Johny Pitts on Lost in Translation at 20.

This did the rounds earlier this week and I’ve returned to it a couple of times since. I’m not sure why. A poignant reflection of a before time. Out of time. A movie that hasn’t dated well but along side that, and many other relevant points are explored thoroughly by this perfect piece from Johny Pitts.

A worthwhile read.

2. HERE IS A SECTION THAT CONTAINS SOME PLATFORM UPDATES. SORRY.

That may or may not include updates on Threads, the platform formally known as Twitter, and others. I know you probably get this news elsewhere but I would like to think my curation might be worth something…

1. Threads nears 100m MAUs.

I mean, that’s some serious scale. It wasn’t that long ago that everyone was wanging on about how Meta had sodded this up and how it was literally haemorrhaging users every single day. I guess they were all wrong and will be publishing retractions immediately? Cool, cool.

(fair play to Gruber, mind)

Bonus: EU support is coming. Polls and Gifs are now native to the platform. And more and more people arrive every day. See you there?

2. It’s been a year since that bellend bought Twitter.

It’s going as well as you can imagine.

On both of the above combined, is excellent (as always).

Platformer

Twitter is dead and Threads is thriving

Programming note: Platformer will be off Monday to attend an event at the White House, at which we anticipate President Biden will announce an executive order about artificial intelligence. We’ll be back on Tuesday and may have something else cool for you on Friday…

Read more

2 months ago · 132 likes · 10 comments · Casey Newton and Zoë Schiffer

3. Reality Labs continues to lose money.

Another $3.7bn for the most recent quarter to be precise (I love earnings call season), Zuck said/warned it would continue to do so – ages ago. But still. It’s gotta sting a bit, moreso when Threads just flies. The very definition of a long bet.

…

3. THIS WEEK IN GAMING

Forces for change.

British Vogue with this fantastic look at some of the brilliant women (along with some on point stats) carving out the future of what is basically the biggest form of entertainment in the world.

The fact is, there are an estimated 3.2 billion gamers in the world – this writer included – and by the end of last year the industry was worth a staggering £160 billion. You might not consider yourself a gamer, but there’s no getting away from gaming’s influence on our lives and culture. From prestige TV (see multi-Emmy nominated series The Last Of Us, based on the apocalyptic action-adventure game of the same name) to cinema (after Barbie, The Super Mario Bros Movie was this year’s second highest-grossing film) to the apps on your phone (Candy Crush Saga has, to date, been downloaded more than three billion times), it is, as video game executive Siobhan Reddy says, “the medium of our time”.

This is my must read of the week.

So… READ IT.

…

WHAT ELSE CAN I TELL YOU?

Long-time readers will know that I’ve been following the EAFC/Nu-FIFA launch closely – ever since it was announced in May of last year, in fact.

This week there was some commentary and reflection on the FC/FIFA switch sales being the cause of a ‘YoY sales decrease of 30%’ and, given that this year is the year that EA walked away from the cost-prohibitive FIFA licence and instead launched FC, some Linkedin punters were quick to highlight how ‘30%’ was in fact ‘the cost of brand’.

This is demonstrably untrue.

The problem with a certain section of marketers these days is the ease at which they want the answer to be simple. A one sentence definition to a problem that so swiftly and deftly explains everything away that it a) makes them look smart for spotting it and b) paints a picture of an easy fix.

When it comes to the EAFC ‘-30%’ number, first and foremost this is based solely on retail sales. Digital sales numbers are not often shared by the platform holders and so that data is hard, night impossible to know or pin down.

Making sweeping generalisations on incomplete data is a fool’s errand. Don’t worry, we’ll get to all the potential data points that might impact the -30% number in a moment however – if there’s one piece of advice that I always give to people it’s this: go the extra click.

Find out the data behind the headline and dig into the numbers, the trends, the macro, the micro, and then MAYBE make a strategic leap.

To come back to FC24’s sales, as much as I would LOVE to scream that this is ALL brand brand brand – of course I would! I’m a planner! – you can’t. Because being a good planner means poking holes in data. It means seeing and asking what else is missing; asking better questions and getting to better answers.

For example, what else could impact EAFC’s lower-than-last-year’s RETAIL sales (so discs, boxed, from a shop).

Well,

1. Physical (vs Digital) sales continues to decline YoY (last count, 9/10 game sales were digital – vs 7/10 in 2022).

2. 2023 is one of the most crowded AAA release windows in history.

3. Not only that, but AAA ‘next gen’ games being £70 in an economic downturn (meaning if people are going to buy a game this year, will they buy last year’s rebadged FIFA or will they buy COD or Spidey or Mario or Baldur’s Gate or or or).

4. Even at 30% down EAFC is still the second biggest boxed sale of the year (second only to Legend of Zelda: Tears of the Kingdom).

5. FIFA 23 is widely regarded as a series high point – and core players have grumbled there’s not enough difference between FIFA23 and FC24 (apart from on Nintendo where the game has been the same since 2019 – and FC24 has actually seen an uptick on last year’s – because the game is actually different – at last).

The point is: FC24 would be ice-skating uphill no matter what name was on the box.

And on top off all the above, it has invested well and wisely on the first step of the LONG while others scream and shout about the SHORT.

EA brand marketer’s aren’t idiots and when you scratch the surface all this, I’m pretty EAFC is going to be OK.

Let’s have a look at EA’s next earnings (due next week) and see what happens – and then let’s regroup again at FC25 to see how well the brand has really settled in.

All this and it’s still saving $150m a year for that FIFA licence in the process…

QUICK NEWS BITES

• The Four Lives of Epic Games – this is part two of a seven (well, five) part collection of articles looking at Epic. The whole thing is good but this bit was my favourite.

• Dave the Diver is out on Switch soon. Can’t wait.

• “Why Assassin’s Creed Mirage’s Baghdad setting means so much to me as an Iraqi gamer” – hits you in the feels this one. Irrespective of your opinion on Assassin’s Creed, Ubisoft’s dedication to ensuring cultural representation is delivered to such a standard that evokes articles such as this one has to be applauded.

• UKIE published its Video Games Manifesto, calling on the government (this one and the next) to basically pay more attention to education, investment, and regulation to ensure the UK video games industry continues to grow and flourish. I like these things. They’re good at showing work. I hope it lands.

• Have Nintendo games always been expensive?

WHAT AM I PLAYING?

Honestly, if I’m not playing Spider-Man 2 then I’m probably a) talking about Spider-Man 2, b) posting Spider-Man 2 content on Threads OR c) sneaking a quick level on Mario Wonder (see, Mario is getting a look in – honest).

But just LOOK at this RIDICULOUS game.

For the uber-nerds among you, I’m playing on Fidelity mode but on a 120hz TV and thanks to the geniuses at Insomniac, that means its churning out 40fps (feel free to go deep on that via Digital Foundry).

Additionally, Super Mario Wonder is a JOY. If you’ve picked it up, then you may or may not already know about THE COG, aka the CHECKMARK. Don’t know what I mean? Well, this video should educate you (and ruin your life a bit – sorry).

Alan Wake II also came out today. Pals are [already] playing through that and are reporting good things. I will get to it… at some point.

I’ve also been playing [REDACTED] ahead of it being announed next year. And I’m quite enjoying it!

What are you playing?

4. THAI FOOD NEAR ME

You think this might be a joke. But it isn’t.

Thai Food Near Me is a small but powerful symbol of Google’s far-reaching impact on businesses over the past two decades and the lengths their owners will go to try to optimize their operations for the company’s platforms. The name is both notable and obvious — if you’ve spent any amount of time searching for things online, you will understand the reference immediately. The turn is that 25 years after Google Search first arrived, the name says the quiet part out loud.

Wonderful.

5. DUNE X LEGO WHAT SORRY WOW

I WANTZ ITTTTT.

…but I don’t know where I’d put it [sob]

BONUS SECTION

THIS IS THE BONUS SECTION. BONUS LINKS THAT BUMP US OVER FIVE THINGS BUT DUE TO TIMING AND SELF-IMPOSED WRITING RESTRICTIONS ARE LIMITED TO PITHY COMMENTARY ONLY.

ENJOY.

• Threads post from Comic Book Historians on the voice artists behind the original Spider-Man and his Amazing Friends. I love this.

• Don’t be goofy or worse – an NPC

• I bet you forgot Neom / The Line was a thing (thanks to Willem for the reminder).

• How to befriend crows and turn them against your enemies.

• ‘I was a teenage Frank N Furter’ is a trip through someone’s happiness – and I adore it.

• Missing a lot of FToFs means I forgot to tell you about my AMAZING return trip to Cookery School. Nostalgia, delivered with Lamb Koftas.

• AI built for a society founded on systemic racism turns out to be racist SHOCKER

• ‘In Tatters’ – Can Sorrell fix S4 Capital?

• ‘What I did when I got made redundant’

• I went down an internet rabbit hole a couple of days ago and ended up at the Devil’s Picturebook by Derren Brown. Have you ever seen this? I’m this close to buying it. Have you heard of it before?!

• AI built on data from systemically racist society turns out to be racist SHOCKER.

• Ben Evans on Leaving Twitter is an important read. I imagine a fair number of you already read his newsletter – it’s quite popular – but just in case you missed this.

• This is quite a Spider-Man heavy edition but I don’t care. Check out this re-enactment of Into the Spider-Verse webslinging all captured in-game. Nuts.

YOU ARE REACHING THE END OF THE NEWSLETTER. WHAT’S THE BEST THING YOU HAVE SHARED RECENTLY?

A couple of weeks ago I was chatting to a friend about seeking some help through therapy.

As an aside, I don’t know if you’ve ever done this before but I have and (if you have the healthcare in place) the process is: get a referral (or pretend you have one – they never check), then see a consultant psychologist for an assessment, then you go and get your therapy – usually from a therapist your psychologist recommends. At least, that’s how it has worked for me the two times I have been in therapy.

We looked up the guy who was my original consultant – as I wanted to recommend him – and it turned out he had taken his own life.

To say that it was a shock would be an understatement. I don’t really know why I’m sharing this. It was incredibly saddening.

I don’t know how else to say this but I’ll say it again – and I’ll keep saying it – if you are feeling like there’s no way out, like you’re in urgent despair, then please please please please please speak to someone. Speak to these people. Speak to me.

You’re not alone. You never are.

I promise.

You’re a beautiful person.

It’s 23:36 on Friday and I’m hitting send.

Until next time,

Whatley out x

Things of note for the week ending Saturday October 21st, 2023

INTRO

Well it’s been maybe five days since the last one, let’s go again shall we?

I promise they’re not usually these common. Honest. One might begin to think this was a regular newsletter!

Happy Friday weekend, fam.

I am starting this week’s edition in the early hours of Thursday morning (My youngest has been up coughing all night and after carrying them back to their own bed twice, I gave up around 530ish and came to the desk to start writing) in the hope that I’ll get it done and out and scheduled for Friday but let’s see how we go.

[EDIT: lol, that did not work at all did it?]

How’s your week?

It’s been hectic here. The agency is in peak pre-Christmas craziness. Back to backs, client checks for this [redacted] thing, drumming up excitement for that other [redacted] thing, lining up stuff for other [more redacted] things – updates to come soon, promise – and a linkedin message box going nuts (thanks?!) and yet looking out the window here… the rain hasn’t stopped.

It is definitely October.

The snails are out in force and the plants are getting their annual soak.

But hey, the grass is always greener when you water it, right?

Tonight (Thursday night) I’m getting suited and booted and all dolled up for the annual GamesAid Gala. Now in its sophomore year, last year’s inaugural event raised nearly £30,000(!) for GamesAid charities and I cant’ wait to see what the UK games industry can do this time around… (EDIT: hello!)

Speaking of FUNDRAISING. I forgot to update you last week! Two Five things on Fridays ago (FToF #353) I was out with cap in hand to support Team Diva and help us raise money for War Child UK as we prepared to run TOUGH MUDDER.

Well, last week I forgot to mention that – we did it!

And thanks to you generous lot, we raised over £5000 for War Child (£5127 to be exact). Thank you, thank you thank you – to all of you that donated and supported and shared. It was hugely appreciated.

Thank you.

And in a show of my appreciation I will gift thee FIVE THINGS ON FRIDAY.

Shall we get to them?

LET’S.

1. SERPENT D’OCÉAN

Let’s kick off this week with the bones of a giant snake because why not.

Just off the shore of the Loire estuary outside of Nantes, France, a slithering serpent rises from the water. Completed in 2012, Serpent d’océan is an impressive 425-foot (130 meters) sculpture by French Chinese contemporary artist Huang Yong Ping and is part of the Estuaire permanent public art collection along the estuary’s 37 miles.

A classic dip into My Modern Met this week yielded this absolute belter. I’ve not been to see this but imagine a) you didn’t know it was there and b) just happening upon it one night on a walk along the beach. Terrifying. But also: kind of gorgeous?

Read/see more.

2. DECONSTRUCTING LICHTENSTEIN

So here’s something I learnt this week:

Lichtenstein was a thief.

In a back and forth between some Neil Gaiman comic books fans on Threads earlier this week, I found out that a) Lichtenstein a pilferer of art from multiple comic books and the artists that did the original work and b) Neil Gaiman actually had the Museum of Modern Art update its description of ‘Drowning Girl’ to include the original artist.

I went deep on this one.

• Here’s a good piece of background on the overall mission to uncover all the original source material.

• Here’s a link to the Deconstructing Lichtenstein flickr page that serves to capture and document the original source material (mind. blown).

• And here’s Neil Gaiman being a god damn living legend.

I’m never going to look at a Lichtenstein the same way ever again.

3. THIS WEEK IN GAMING

Friday October 20th is basically Barbenheimer for gamers.

If you’ve been under a rock for the past few weeks then you’d be forgiven for not knowing that the BOTH INCREDIBLY WELL REVIEWED MEGA HIT GAMES ‘Super Mario Wonder’ and ‘Marvel’s Spider-Man 2’ were coming out today.

If you’ve got a Nintendo Switch, you should get Mario.
If you’ve got a PlayStation 5, you should get get Spidey 2.
(And if you’ve got an Xbox, you’ve already got Forza Motorsport and Starfield).

Basically, y’all spoilt. Which one are you going for? I’m already playing Mario and there’s no way my kids will let get through the weekend without picking up Spider-Man… dammit (as a useful aside, ShopTo or Instant Gaming are where I buy my console store credit from, you can regularly get 15% off the usual price from these websites).

What else can I tell you?

QUICK NEWS BITES

• The second edition of the Women in Games ‘Building a Fair Playing Field’ report is available now. This is a chunky report – with clear guidance, examples, and recommendations on how to not only improve the games industry for women but also attract more women into games. Leadership Leadership Leadership. Even if you’re not interested in gaming or games, I would recommend this to you anyway as a great example of what good looks like.

• Related – and to address some of the areas highlighted in the report above – Mastercard has launch the Mastercard Gamer Academy – with a specific focus on inclusion and inclusive gaming. I really like this. I’ve been noodling* for a while now on what OTHER WAYS brands can get involved more meaningfully in gaming and this effort from Mastercard is a great example of doing something DIFFERENT and with MEANING (not everything has to be a Fortnite island, you guys). Well done to all involved. *More on the noodling another time…

• Sony Pictures Core (previously known as Bravia Core) is now available on PlayStation 5. And it must be said: the quality on this thing is INCREDIBLE. The Verge reports on just how much of a big deal this is – basically due to the high bitrate stream, it’s significantly better than anything Netflix or Amazon can deliver in terms of performance. PlayStation users get some perks on this as well. First off, Plus Premium subscribers get access to a bunch of older films (I tried this out and booted up the original Hellboy movie – again, incredible quality). Second, Gran Turismo is available on Core first and if you buy the $20 edition you get in-game credits to spend too. Not bad. More of this cross-entertainment synchronisation please Sony, thanks.

• The Analogue 3D was announced. Basically a new console from Analogue that promises to play EVERY N64 GAME IN FULL 4K. No images yet, just a tease on the website but I can see this coming in at around $149-$199 and is definitely one for the ol’ nostalgia nerds. Speaking as someone who still has his fully working N64 in the cupboard, I don’t know if the 4K attraction is enough but I’ll keep an eye on it and update you as and when.

• ‘What’s the matter babe? You’ve not touched your… £875 Elden Ring Bomber jacket’ – wtf.

• I really like this new ad from Xbox – ‘Wake up and Dream’

• Finally, The industry layoffs show no sign of slowing. I properly hope this is an inflection point for the industry. New studios, smaller more agile teams, better financial management… something has got to give so this doesn’t happen again. It’s brutal.

WHAT AM I PLAYING?

Don’t get me wrong, while Spider-Man 2 will be downloading at some point this weekend and Super Mario Wonder literally dropped through the letterbox yesterday (I played it on the train into London last night and if you don’t laugh like a child at the singing piranha plants in level two then you are dead inside), I must confess between this edition and last, I completely crumbled and picked up ASSASSIN’S CREED MIRAGE and sheeeeeeeeee’s a beauty.

It’s going to be hard to put this down for Spider-Mario Weekend but hey this year is NUTS for killer games. How do you choooooose?!

4. FIND YOUR DAYLIST PLAYLIST

Got Spotify?

Open the app, go to search and type ‘Daylist’ – et voila, one instant personalised playlist based upon what you normally listen to on that day.

I love this.

Thanks to Paul W for the tip x

5. THE META GLASSHOLES ARE COMING

This is a long edition already so I won’t go mega long on this however what with Meta Quest 3’s pass-through being seriously fantastic, some people (in guess where: America!) have started wearing them… out.

Completely normal behaviour.

I’m still umming and ahhing about an MQ3 but IF I do end up pulling the trigger on one, I will NEVER wear it outside, let alone to the ACTUAL COFFEE SHOP YOU MENTALISTS.

The Verge has [even] more.

BONUS SECTION

THIS IS THE BONUS SECTION. THAT PART LIKE MOST OTHER NEWSLETTERS WHERE PEOPLE JUST LINK TO THINGS THEY’VE LIKED THIS WEEK BUT INSTEAD OF IT BEING RUBBISH, MY VERSION OF IT IS ACTUALLY QUITE GREAT.

ENJOY.

• On Monday I found out I had been made a ‘Top Gaming Industry Voice’ on Linkedin. A Linkedin rep slide into my DMs a few weeks ago and asked if I wanted to contribute to some articles – I did, and people liked my contributions and so then I got my badge. Lovely. It turns out, eventually you could a topic-based specialist voice too. It’s not difficult to trigger apparently but if you’re going to do it, do it in a way that adds value, thanks x.

• The three Doctor Who showrunners being nerdy about the show’s music (among other things) is as nerdy as you’d expect it to be.

• Netflix is raising its prices to make its premium tier an eye-watering £18 a month here in the UK. Discussed it with the fam and some pals and I think that’s us out.

• Related, is good on Netflix’s most recent earnings call and more so because she links to this perfect letter from Emma Thompson that I think I somehow missed the first time around.

• The Meta Quest 3 is a seriously impressive piece of kit (still not committing – it might be a Christmas present. That or a Steamdeck, basically – which one though?!) – a better use, inside.

• WPP merged VMLY&R with Wunderman Thompson this week. Goodbye Wunderman, goodbye Y&R, goodbye JWT… so many dead advertising brands consigned to the bin of history – and they went and called it ‘VML’. It’s as dull as it is depressing.

• Reddit is killing its blockchain-based community points system. Shooketh, I am.

• Reuters is reporting Meta is laying off employees in its Metaverse silicon unit.

• Finally, if, like me, coffee is your thing, may I suggest the PACT COFFEE advent calendar? I’ve ordered mine and it’s an annual highlight (and this is not an ad – I just really like Pact).

YOU ARE REACHING THE END OF THE NEWSLETTER. HOLD TIGHT.

A couple of nice OREO things this week. The Xbox Cheat Cookies campaign picked up an astonishing 19 awards at the LIA London International Awards last week.

This is insane?

And the OREO Twists UK campaign (one of the very last things I touched on the UK team) has been shortlisted in the 2023 DMAs. Best of luck gang!

And that’s this week’s edition away. As I write this to you now it’s 4am on Saturday morning (and I’m scheduling this for 9am – I’m not a monster).

I’ve been up since about 2am with a rotten headache and snotty nose (I think getting caught outside in the rain after the GamesAid Gala has given me a horrible cold) and I thought before I give up and just play some video games, I’ll see if I can get FToF finished and scheduled – and here we are.

I hope you’ve got a decent weekend lined up and if you haven’t, then maybe do what I’m going to do and put your duvet on the sofa and play a shed ton of Assassin’s Creed Mirage / Super Mario Wonder / Spider-Man (delete where appropriate).

Until next time,

Whatley out x

PS. Do me a favour this week would you? Share this newsletter with someone you think might enjoy it. Or if you’ve enjoyed something specifically from this week’s edition, please share either on social, or in an email to your team. All shares and recommendations are really appreciated – and it helps this Substack grow. Thank you x

Things of note for the week ending Sunday October 15th, 2023

INTRO

Hey friends, how have you beeeeeen?

It’s been a couple of months, I know but I often taken the summer off this newsletter and this year, seemingly, was no different. The sunshine making a last hurrah in the early days of October (along with a last minute weekend jaunt to Milan – more on that later) meant the restart date of was pushed back a touch however as a dear old boss of mine was wont to say: we are where we are.

And here we are: Five things on Friday (on Sunday) #354. Arriving late, as noted and as per [the small print] but here all the same.

Welcome, one and all – oldies and newbies together. Welcome.

I hope you like this week’s edition. I’ll be honest, I’ve not opened the ‘#5things’ tag in my inbox yet so I have no idea what we’ll find – a lot has happened since we last spoke and as ever the challenge is always to find the right balance of things you might not know about, things that I really want to write about, and bringing a fresh perspective on both. I try.

Shall we find out what’s in there then?

Let’s (and make sure you stick around for the bonuses).

TO THE THINGS!

1. MARKETING IS IN DESPERATE NEED OF A REALITY CHECK

“Marketers operate in an alternate reality, Marketingland, where they are far removed from the lives of the people they’re meant to understand and reach. The industry can do better, says Richard Huntington, CSO, Saatchi & Saatchi. He calls for The Marketing Reality Movement, a movement that turns the tide on aspirational marketing, one that better represents and serves the real needs of real people.”

This is an excellent read.

And bang on.

2. WHERE ARE YOU ON SOCIAL THESE DAYS…

(bear with me this might work, it might not)

…JAMES?

Look, I know I’ve done this before but it’s been a while since a) we last spoke and b) I posted on the toxic far-right disinformation platform formally known as Twitter (basically, if you’re still there, you’re part of the problem).

Since then I’ve had a couple of months to figure out the vibe and while I’ve flirted with a bunch of platforms, it’s currently bottoming out like this:

• Posting life/game stuff on Threads, primarily.

• Work/marketing stuff on Linkedin. Like, daily – who even am I?

• And then just messing about with an occasional bursts on Bluesky – because why not?

That’s it, that’s the thing.

I felt like I should say it all again because I would argue all of the platforms named above have gone through bursts of user/engagement growth of late and that growth may have included you.

Irrespective of your reasoning for giving the platform up (for those of you that actually have at least (vs say, those of you that have said you have but then posted twenty-eight times since and still embed X posts in your newsletter – lol what)) you might be on the search for the rest of the diaspora – so I thought I’d remind you: this is where I am.

Where are you?

You can add me on any or all of the above. See you there

…NPR?

‘Six Months Ago NPR Left Twitter. The Effects Have Been Negligible’. You may have seen this headline floating around your feeds over the past week and even if you have the slightest interest or influence over social content, it is genuinely worth your time to read it.

A memo circulated to NPR staff says traffic has dropped by only a single percentage point as a result of leaving Twitter, now officially renamed X, though traffic from the platform was small already and accounted for just under two percent of traffic before the posting stopped. (NPR declined an interview request but shared the memo and other information). While NPR’s main account had 8.7 million followers and the politics account had just under three million, “the platform’s algorithm updates made it increasingly challenging to reach active users; you often saw a near-immediate drop-off in engagement after tweeting and users rarely left the platform,” the memo says.

Speaking as someone who felt for a long time that being good at my job was linked to my presence and preoccupation with the platform, it’s really actually quite amazing to have it removed from my life and still be good at my job. Crazy, huh?

I laid out the platforms I’m present on at the start of this section but truth be told I’d wager that my output on all three of those combined probably still wouldn’t match up to how I spent my time on Twitter and having that time back? It’s kinda great!

So yeah, if I can do it (and walk away from 20k+ followers – happily), if NPR can do it (with negligible impact), then you can too.

‘The numbers confirm what many of us have long suspected — that Twitter wasn’t worth the effort, at least in terms of traffic’

Indeed.

…GAMING COMMUNITIES?

And finally for this section, I’ve never really been a big fan of the vanity metric (aka: metrics or statistics that look spectacular on the surface but don’t necessarily translate to any meaningful business results) so it was strikingly odd to me when I first moved into the games industry to suddenly start seeing briefs that said things like ‘20k Twitter followers in the first three months’ – like it was 2012 all over again.

And don’t get me wrong, I don’t deny the power of ‘the golden cohort’; for the first part of any new game’s early community development and buy-in. However, it’s hard to rationalise building your first and most important community on someone else’s platform while also giving away any hope of building a first party database.

Nuts! And yet it still exists.

Anyway, I tried to write about it ON LINKEDIN. I’d be interested to know if you find it useful.

Speaking of gaming…

3. THIS WEEK IN GAMING

Well, there’s been a lot.

Everyone else has written about the Microsoft x Activision decision finally going through (at last!) so all I’ll do to add to that is perhaps direct you to the UK Government decision page to read more about it.

‘Microsoft concession a game-changer that will promote competition’

It’s interesting to note that Ubisoft put out an article on the same day, outlining its vision for the next 15 years of Activision’s streaming output. With Ubisoft+ being a new destination for Cloud Gaming (as well as potentially being licensed out to others). We live in interesting times.

There’s lot of opinion out there but it’s always good to read the source.

Go the extra click.

As an aside, I do wonder about the costs of AAA title development and the future of ‘the Netflix for games’ – I wonder about that a lot…

What else can I tell you?

Oh yes, the other big news happening in games right now is the sheer amount of lay-offs happening across the industry. Some are calling it a belated post-covid realignment. Others are calling it a wake up call for bad business management.

Either way it’s pretty bleak out there for many people in games. If you’re looking or if you know someone looking, direct them to Amir Satvat on Linkedin, he’s doing God’s work.

BRANDS IN FORTNITE & ROBLOX

Not really a regular section but enough changes to happen this month to warrant its own little breakout. This week: strange trains and automobiles.

First we’ve got SHELL’s abominable attempt at fossil fuel propaganda with its ‘Ultimate Road Trips’ Fortnite Island.

Nothing much else to be said aside from congratulations on demonstrating a true absence of any moral backbone to literally everyone that touched this. The agency that built it, the media that sold it, the platforms that advertised it and the influencers that pushed it.

This is so utterly gross it’s beyond reproach.

And it’s gone down about as well as you’d expect.

There’s a launch film here that gives you the overall gist of the thing but honestly, given the amount of effort that must’ve gone into this – what a lost opportunity.

I guess you can’t be done for greenwashing (again) if you’re not hiding your commitment to fossil fuels, right?

Meanwhile, on the right side of automotive category’s history, here’s BMW with its own foray into Fortnite: Hypnopolis – all about the launch of its brand new and fully electrified BMW iX2.

This BMW effort is interesting in that it makes an attempt to be actually something people might want to play. It isn’t AMAZING but it definitely isn’t terrible – it’s just a shame some comms person decided to spaff the words ‘Web 3’ all over the press release. If you need reminding: Fortnite is absolutely not Web 3.

I wrote more about the whole experience over on Linkedin – your thoughts and opinions are welcome (there or here).

And then we get to this absolutely mental National Rail’s Young Person’s Railcard thing in Roblox.

Part standard media buy, part in-world activation this Roblox piece is both a point of difference on brands that have activated on the platform before and a puzzle.

The point of difference is that National Rail opted out of building its own Roblox world (where literally no one would visit) and instead built a brand extension in a handful of pre-existing uber-popular Roblox worlds such as Apartment Tycoon. This is smart. Better to join someone else’s more popular party than start your own and try and get people to come (this is basic social strategy from the late noughties btw – truly groundbreaking).

The puzzle is just how effective it’ll be. Like, this is the global distribution of Roblox audiences worldwide as of December 2022, by age group (source):

I’m slightly of the opinion that everyone over 25 is a 9yr old lying about their age but still. Of that audience, how many of those are a) in the UK and b) playing Apartment Tycoon? Is the ad-buy region locked somehow? How do you know if the ad-buy was successful? I get that it’s a new way to speak to this audience and I applaud the different approach. I’d just love to know more about it as a while (did you work on it? Hit reply on this email – I’m fascinated).

Related: what do brands get out of video games?

…/-

All of this er… analysis (?) aside, what has been genuinely pleasing/fascinating – from a work perspective at least – is the uptick we’ve had at Diva in non-games-focused brands and agencies getting in touch for an expert opinion on how to make these things compelling.

‘Hi, we’re building something but don’t actually know how to make it attractive to players – can you help?’ – it’s as flattering as it is welcome.

So if that’s you as well, by all means get in touch. You can’t just build these things and hope they’ll work – they won’t.

QUICK GAMING NEWS BITES

• Gaming is a valid form of entertainment. Let’s treat it as such.

• Idris Elba says actors in games is a sign of the times. Expect more, basically.

• The FT on EA’s rebrand of FIFA to FC (regular readers will know I’ve been talking about successful this will be since it was announced – so it’s good to see the mainstream catching up).

• More updates on Netflix Games (gently gently catchy monkey).

• Stand back, fam. I think they’re onto us.

• FaZe Clan went from $1billion to almost worthless. I am Jack’s lack of surprise.

• Google is bringing back a key Stadia feature via YouTube. INTERESTING.

WHAT AM I PLAYING?

Right now, a lot. I played the hell out of Starfield when it first dropped, completed all/most of the side missions (easily some of the most compelling content in the game) but haven’t actually yet finished the main game.

I will go back to it at some point I’m sure but for now I am playing…

• FORZA MOTORSPORT
  This is sublime. You have to spare a thought for the talented team at Turn 10. Between Starfield coming out and the Activision purchase finally going through (plus, y’know – every other massive game coming out this month), Motorsport hasn’t had the oxygen it deserves. And that’s a shame because it’s a cast-iron banger.

• COCOON
  From the devs behind Limbo and Inside – Cocoon tells you nothing and lets you figure it all out with a single action button. It’s gorgeous too.

• ASSASSIN’S CREED ROGUE: REMASTERED
  No, that’s not a typo. I went to play the latest AC, MIRAGE, the other day but then got into a deep conversation with some pals about all the Assassin’s Creeds and realised I hadn’t ever played ROGUE – which is remiss of me given how much I proclaim to be such a fan of the series. So far it’s great – and I’ve missed the excellent ship sections. Nice to be back in that world. I will play MIRAGE at some point just not yet (everything I’ve heard and read says it’s classic AC and that’s what I want thanks).

• FORTNITE
  Don’t get me wrong, while I’ve been jumping in and out a lot looking at work-based stuff (see above), I recently took the brakes off my son playing this and we’ve been playing together – and I’m kind of loving it. The years of Destiny 2 PvP paying off with many a Victory Royale – gold in solo build ranked mode? I thank you).

• WALKABOUT GOLF
  Played this for the first time last night with my mate Dave. Him on Meta Quest 3 and me on my PS VR2. Full cross-play and it was brilliant. We’ll definitely be playing more. Can’t wait.

For what it’s worth, with the exception of Walkabout Golf, all of the above is available on Game Pass. I should also get back to Destiny 2 at some point. I still raid from time to time but I’ve fallen off the PvE main storyline completely.

TOO MANY OTHER GAMES DAMMIT.

And that’s even before we get to Alan Wake 2, Super Mario Wonder, Spider-Man 2… etc etc etc. Eesh.

What are you playing?

4. ZEALANDIA

The hidden eight continent is no longer lost.

I did not know this was a thing.

Turns out it is.

5. OK FINE, I KNOW SOME OF YOU LIVE FOR THIS PART OF THE NEWSLETTER: LET’S DO SOME ‘METAVERSE’ BITS

We’re quite deep on this issue on FTOF so I’ll TRY and keep this brief?

First thing first: Meta Quest 3 got officially properly announced and launched. I haven’t got one (yet) but it’s the first headset from Meta that has made me actually take notice properly. A few gamer pals have gone all in and are loving it (see Walkabout Golf VR link above).

Is it the metaverse? No! But then if you watched the keynote, everything from meta quest 3 through to snoop dog being an AI-driven dungeon master in your Messenger app is part of the metaverse, according to Zucko. So… y’know, if it used to be called ‘digital’ it’s now called ‘the metaverse’ – sorry, Zuck makes the rules (this was predicted at least 18mths ago btw — utterly mental).

Second thing: On a related note, the Lex Fridman/Zuckerberg interview is definitely something you’ve already seen.

Buuuut this shorter segment (and this link will jump to the bit you need) basically specifically says ‘this is not the metaverse’ – because this is a (don’t get me wrong a REALLY FANTASTIC) demonstration of new technology called ‘Kodak Avatars’ which involves full facial scanning and encoding before you put the Meta Quest Pro anywhere near your head.

Again, this was yelled as ‘The first interview in the metaverse’ – but it’s not in the metaverse, it is instead a striking example of what can be achieved when technology combines together to create a photo-realistic (kodak avatars – geddit) video call.

But like I said, according to Mark Zuckerberg – everything is the metaverse. AI chatbots. Kodak avatars (exclusive to Meta Quest Pro?). Walkabout VR. All of it.

CHIEF METAVERSE OFFICERS: WHERE ARE THEY NOW?

The Drum did an amaaaaazing ‘Where are they now?’ look back at the much heralded ‘Chief Metaverse Officer’ leads of yesteryear – literally, 2022.

You’ll be STUNNED at the findings (you won’t be).

My main takeout from this article? If the so-called ‘Godmother of the Metaverse’ no longer has the word literally anywhere near their Linkedin, I’m guessing the hype is over.

BTW, it was free to read when I found it but that’s no longer the case – I think there’s a non-paywalled version available here.

—

And here’s an NFT section:

Longtime readers will know of my absolute lol-a-tron disdain for all things NFT. I think in May 2021 someone asked me what NFT stood for and I said:

No way am I ever letting any of my
Effing clients
Take part in this criminal waste of time/energy’

Turns out I was right?

• Monkey Laundering by Ed Zitron is great

• Buyers of Bored Ape NFTs are suing – lol

• Your NFTs are worthless

• Crypto games – savage

—

Back to the Metaverse for one final bonus section:

This ‘immersive experiences’ insights piece from GEEIQ is a good read and stat fodder too but unfortunately the accompanying commentary makes a classic mistake. Can you spot it?

‘Brands are now approaching platforms like Roblox, Fortnite or Decentraland as new, 3D communications verticals – a natural evolution of social media, which is itself a natural evolution of print, TV and radio.’

Did you spot it?

I’ll show you: Roblox has a DAU of 66.1m users. Fortnite around 30m. Decentraland (if you believe their numbers at least) has around 8,000 DAUs. That’s not a typo. And yes, that really is an idiot putting Decentraland in the same bracket as Roblox and Fortnite. Anyone that does this should not be allowed near a laptop let alone your marketing budget.

…

LASTLY: I spent a week alone in the metaverse is genuinely a great watch. Enjoy.

BONUS SECTION

THIS IS THE BONUS SECTION. BONUS LINKS THAT BUMP US OVER FIVE THINGS BUT DUE TO TIMING AND SELF-IMPOSED WRITING RESTRICTIONS ARE LIMITED TO PITHY COMMENTARY ONLY.

ENJOY.

• Two men thought they had unearthed a stash of Roman gold coins (turns out they hadn’t).

• Extinction Rebellion organised a ‘die in’ at Havas London’s offices in protest at its Shell account win. I wonder how long it’ll be before clients start to die off too.

• A lot has been in your feeds about THE SPHERE. Two things for you. One read about how they did it – two, follow the Sphere on threads.

• The walled city of Kowloon

• Campaigns ‘talent to watch’ is out – a great place to hunt new talent for your agency. Off you go!

• GUTS by Olivia Rodrigo has not left my Spotify in a month. This is a good review.

• I personally enjoyed Ahsoka (YMMV) and thought it felt like PROPER STAR WARS in ways that ANDOR didn’t. ‘They can’t all be Andor‘ is a great thought piece on how both can and should co exist in the universe .

• Peep Show is 20yrs old. This is a great read.

• Jimmy Jimmy Jimmy – what have you done?

• The bailong elevator is the tallest outdoor lift in the world. I never knew.

• ‘I’m just Ken‘ – because I Ken never get Kenough of this bange.

YOU ARE REACHING THE END OF THE NEWSLETTER. MIND THE GAP.

It’s nice to get this thing out and back inboxes once more. I hope it’s not too much of an intrusion -unlike WGSN who put this monstrosity in mine earlier this week – and I hope wherever you are reading this you are restful, breathing – and your jaw is unclenched… (go on, stretch it out).

Me and the Mrs managed to get away to see some friends in Milan last weekend (by all means yell if you want any reccos). It was exactly the break we needed AND I got to try out my 140-day streak Italiano I’ve been learning on Duolingo.

The weekend before that I spent three days in Birmingham catching up with my gamer pals some of whom I only ever see once a year (but chat to on mic at least once a week, if not on messenger daily).

And then last week I made sure to make time for my old OREO London crew too.

The point is: make time for your friends.
Fill their hearts and let them fill yours.

And skip everything else.

Until next time,

Whatley out x