Exploring new worlds... in a rAge

Some of them have camped outside the Dome from yesterday morning. For those gamers with LAN tickets, many who have come from as far as Fisherhaven in the Western Cape, there will be no sleep for the next 53 hours as they participate in the largest annual LAN in the southern hemisphere.

rAge, which stands for really AWESOME gaming expo was started 11 years ago by the creators of the gaming publication, NAG. Michael James Senior Project Manager says the aim was to grow gaming from a niche to a mainstream interest to encourage brands to advertise in NAG. However, the success of the show has been beyond these expectations. "When we launched rAge in 2002 we had a couple of thousand, say two to four thousand people come to the show. Last year we had 28,930 visitors - the most ever - and this year we are expecting over 30,000."

A space problem

He laughs when he remembers how they had to build sets for the show because it did not take up the whole Dome. "Today I am worried about having enough space."
rAge is a reflection of the phenomenal growth of gaming worldwide. It is not surprising then that brands are eyeing gaming with more interest."

The stereotype of the gamer is a geeky acne-spotted 16-year-old teenager. James says this is very far from the reality. "Gamers come from all walks of life, from housewives to company owners - as well as the teenagers - and come from a wide range of backgrounds."

He explains that gaming has a very wide base to start off with, then as people get older the base narrows. "There is a wide base of people entering the gaming sector, but they peel off as they get older and their interests change and responsibilities grow. Then it's the core guys that stick around."

Brands should be looking at gamers

These "core" guys are generally intelligent and smarter than the norm. "They therefore also tend to have more disposable income." This he says is why brands should be looking at gamers. This year, just in South Africa, it is estimated that gamers will have spent almost R1.4 million on their interest."

"I am a gamer and I want to see ads from brands such as Land Rover and from the financial services sector and I will respond to them as well. Unfortunately brands are still stuck in the thinking that gamers are teenage boys. If they came to rAge for one day they would see this is not the case at all."

A brand not associated with gaming, Standard Bank has been at rAge, he says. "We also have had Ford at the show. They understood the gaming mindset and ensured their stand catered to this."

For example, he says, use technology on your stand. "Gamers love technology. They are early adopters who are curious and not afraid. These guys are always exploring new worlds, fighting aliens and so technology does not scare them."