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George E. Osborn: Power Play / LF

Power Play

Video Games, Politics and the Battle for Global Influence

Game Histories

Why and how Atari’s first video game Pong established an industry that shapes consumers’ relationships to technology to this day. Pong is one of the longest, most consistently circulating video games. Released in 1972, it remains at our fingertips as an app from Google Play or Apple App Store, hosted at freepong.org and the Internet Archive, and even released as A Tiny Game of Pong for the Apple Watch. Despite its simplicity and ubiquity, Atari’s Pong encapsulates far more than the history of a video game and iconic game company. King Pong is the first book dedicated to an unassuming game that changed the world. Through the prisms of product positioning, market development, and category creation, Raiford Guins answers the question of why Atari’s inaugural product succeeded and why it endures.&nbsp; Author of Game After and Atari Design, and an excavator of the “Atari landfill” in New Mexico, Guins brings us a unique history that reconsiders the launch of Atari’s Pong from the perspective of the company’s business practices.&nbsp;He&nbsp;follows&nbsp;the young Silicon Valley startup&nbsp;from its early days first&nbsp;positioning&nbsp;its new product within the existing coin-op amusement industry&nbsp;to its&nbsp;establishment of&nbsp;a consumer industry for home video games—a story&nbsp;of&nbsp;remarkable&nbsp;market development innovation. Written with a passion for video games and a historian’s insight, the book animates the business exploits of one of the fastest growing and most influential companies ever.

Why and how Atari’s first video game Pong established an industry that shapes consumers’ relationships to technology to this day. Pong is one of the longest, most consistently circulating video games. Released in 1972, it remains at our fingertips as an app from Google Play or Apple App Store, hosted at freepong.org and the Internet Archive, and even released as A Tiny Game of Pong for the Apple Watch. Despite its simplicity and ubiquity, Atari’s Pong encapsulates far more than the history of a video game and iconic game company. King Pong is the first book dedicated to an unassuming game that changed the world. Through the prisms of product positioning, market development, and category creation, Raiford Guins answers the question of why Atari’s inaugural product succeeded and why it endures.&nbsp; Author of Game After and Atari Design, and an excavator of the “Atari landfill” in New Mexico, Guins brings us a unique history that reconsiders the launch of Atari’s Pong from the perspective of the company’s business practices.&nbsp;He&nbsp;follows&nbsp;the young Silicon Valley startup&nbsp;from its early days first&nbsp;positioning&nbsp;its new product within the existing coin-op amusement industry&nbsp;to its&nbsp;establishment of&nbsp;a consumer industry for home video games—a story&nbsp;of&nbsp;remarkable&nbsp;market development innovation. Written with a passion for video games and a historian’s insight, the book animates the business exploits of one of the fastest growing and most influential companies ever.

How Atari Bounced Across Markets to Make Millions

King Pong

The Capture of the World's Greatest Company

Apple in China

How AI is Reshaping Psychiatry

Decoding Despair

Designing Serious Games

Lost in Cult Arcade Gaming

A Practical Guide

Video Games, Literature, and Close Playing

Essential Guide to the Paldea Region

Overlord New World

Overlord New World 1

Learn the theory and practice of social media marketing and social media management success with this textbook.

Digital Marketing in a Networked World

Social Media Marketing

The Art and Science of Practical Effects in Film

Make: Making for the Movies

How to Engage, Share, and Connect

Social Media

Emerging Insights into Esports

This book expands upon ongoing discussions on gaming culture and experiences linked to identity to answer questions often overlooked in existing discourse relating to the expression of identity and the image of the stereotypical gamer in the popular imaginary. Video games are an increasingly popular form of entertainment. Christine Tomlinson explores questions surrounding how, when, and where it is deemed acceptable in gaming culture to broach the topic of identity, and why these expressions, explorations, and discussions are acceptable in some spaces while remaining taboo in others. In this book, Tomlinson shows how groups that have been marginalized in broader gaming culture approach the barriers present for video game players, staking their claims and developing new identities and ways of being "gamers." Tomlinson posits that video game culture, including gaming spaces and streaming platforms, tends to be cloistered and closed off to those who do not appear to align with the assumed or stereotypical demographics of gamers. Despite this, many groups that are excluded from this image make up a significant portion of actual gaming audiences. Given this dichotomy, Tomlinson observes how players that have been marginalized based on sexuality and gender have formed their own communities that produce unique and shared gaming identities that also produce new forms of gaming culture as an act of resistance and resilience. Although these alternative communities should not be necessary, this book details the experiences of marginalized groups as they navigate gaming culture and reclaim a position within an often hostile environment, delving into unexpected obstacles and converging of identity within slowly-changing industry and content landscape. Following gay, lesbian, women, and transgender players, the author argues that gaming culture - rather than existing as a monolith - has given way to numerous forms of gaming culture, from game-specific communities to identity-specific spaces to provide these marginalized players outlets for discussion, community, and establishing new gaming cultures and identities.

Marginalized Gamers and New Identities

Fractured Gaming Cultures

Power Play

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