Any game at any time. No console, no complicated PC tech specs; it’s been both a pipe dream and an industry for years. This year, for the first year ever though, it’s a distinct possibility. OnLive, a brand new cloud gaming system could change everything we think we know about the industry, but at what cost? Could OnLive, and the entire digital distribution trend alienate an entire group of gamers?
Introduced at the Game Developers Conference in 2009, OnLive is a cloud gaming system that lets anyone play almost any game, regardless of console or PC for a flat rate. How is it possible? Essentially, rather than downloading the games like a traditional service (ie Steam), titles are streamed from a central server at OnLive headquarters. Of course, for the system to be successful, gamers would almost need a guaranteed to never fail internet connection to support the content. When talking about the new service in a pre-launch preview, Matt Peckham of PC World Magazine said “customers would need a broadband line with "guaranteed, non-shared, uninterruptible speed", but "broadband isn't there yet, nor are ISPs willing to offer performance guarantees".
After a slew of delays and backers bowing out with new ones coming in, OnLive launched on June 17, 2010 to a surprisingly warm reception. Still though, the system has its retractors. Why? The main dilemma most have with it is not a new problem for the gaming industry. Rather, it’s one that’s separated many gamers for the last few years; digital VS traditional distribution methods. Since the rise of online gaming, the digital distribution market, sold on services like Xbox Live, Steam and the PlayStation Network have been big business for companies. Just how devoted are the major studios to the digital world? EA’s CEO John Riccitiello was quoted as saying that this is the year that the service takes over, predicting that digital sales would account for half of all of the games sold this year. "Then, you know, I think that we'll find ways to even sell our packaged goods content in chunks and in pieces and subscriptions and micro-transactions," he added.
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But not all of the industry is so gung-ho over the thought of all games going digital. “Sure, getting a game in seconds without even leaving your house is convenient and all, but you can’t discount the feeling of having that new game in your hands,” one CheatHappens.com forum user told me. “Also, when I download a game from certain sources, I never feel like the game is truly mine as much as I do when I’m physically buying a game.” The user may be on to something, as the OnLive service, though it does allow users to either buy or rent games, the fact that you don’t download any of the games clearly puts certain gamers, like the ones who like mods and cheats including the ones found here at CheatHappens.com, at a disadvantage. Think of it this way, when you have a physical copy, you can go in and tinker with it all you want (well, sort of, but that’s a whole ‘nother issue), but since OnLive doesn’t allow any downloading, you’re almost stuck behind a thick pane of glass.
But Cheat Happens Co-Founder and Business Manager Chris O’Rorke is hopeful that the site can find a way to use the OnLive service to their advantage. “Since the OnLive service uses PCs and PC games to power their gaming cloud, it’s entirely feasible that our trainers and software would function with no problem,” O’Rorke said . “The key would be getting OnLive to allow them to be run along with the game.” That’s the key though, would the service allow the trainers and mods from Cheat happens to run on their servers? O’Rorke is hopeful. “ Since our trainers are completely legal and pose no threat to multiplayer games, it’s possible that OnLive would allow these types of mods to be run, but at this point we have not attempted to contact them about this type of integration. Were we able to integrate our trainers into their service, it would give us access to an entirely new group of users that previously could not benefit from our software, such as MAC users, iPad users, etc.”
While there’s no doubt the game selection on the service is incredibly robust, featuring a ton of new games and best sellers, it’s obviously missing some of the industry’s key blockbusters. As of this writing, neither Sony, Microsoft nor Nintendo have licensed any of their first party content for use on the service, and don’t expect them to. While publishers like EA and 2K are fully supportive of the platform, the major console manufacturers see OnLive as a rival, an aren’t being as giving. Think about it; that’s no Halo, no Uncharted, no Mario, just to name a few. For this reason alone, OnLive cannot be considered a “console killer.” For as long as these titles, the industry’s major blockbusters, are available exclusively on their respective consoles, gamers will still buy them, and OnLive cannot be viewed as a viable alternative.
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So what would it take for OnLive to be viewed as a viable contender to the console throne? The same thing that made gamers flock to every console since the beginning of the industry - exclusives. While spec free gaming and a robust lineup are great, the service currently gives console owners no reason to switch. If OnLive can obtain a small developer (or hell, a larger one, surprising everyone) to create quality titles that can only be played on the service, then gamers may be convinced to switch over.
O’Rorke agrees with this strategy, saying that the OnLive service must decide who its target audience is. “I think that in order to be successful they are going to have to really target those areas that need it most, which are non-PC based gamers. Mac gamers, console gamers, portable gamers, etc should all be in their crosshairs as these people are the ones that can make or break the service. OnLive should also try to acquire more PC-only titles which would make the service more appealing. There’s no real point in adding games that are already available on PC, X360, PS3, Wii, etc as those people can simply play the same game without any of the caveats of the OnLive platform. While the option of playing all Onlive supported games for a flat monthly fee is appealing, I think that other digital distribution services would eventually take notice and offer similar plans should OnLive succeed in luring gamers away from those other services (ie Steam, Direct2Drive, etc).”
Even if it can’t be viewed as a major competitor to the console business, OnLive must be viewed as a success for what it’s accomplished and the technology it embraces. As this technology progresses, and more developers begin to embrace it, the service could become a major player in the digital distribution war, a war that’s just beginning to heat up.
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