Fun, Inc.

by Tom Chatfield

Reviewed by Brian Beirl

Fun Inc. by Tom Chatfield is an enlightening book about the pervasiveness and future of the video gaming business in the world. Most of us think of adolescent boys playing shooter games and wasting incredible hours. However, this is only about 10% of the market. The real action and money is in simulation, education, social games, (working on a farm or a café on Facebook) and fantasy role-playing games. It is a huge industry and growing much faster than any other entertainment market segment. The creative talent that was drawn to Hollywood is now heading for the game production studios. Here are some examples of the surprising trends in the video gaming industry:

• The US military spends $6 billion/year on the development of simulation games. They have Special Operations professionals playing hostage rescue simulations in embassies around the world. After numerous plays they are better prepared by knowing every embassy layout by heart, having never been to the actual location.

• EMS train their personnel with virtual plane crashes (no more ketchup), surgeons are practicing with virtual operations, and city governments are training for real emergencies in a virtual world.

• Many role-playing games require literally thousands of credit hours (or gold) to gain the higher levels and obtain cool things like the Blue Sword of Gilagish*. You can now outsource gaming. There are cottage industries in China where people get paid 30 cents/ hour to play the games and earn game credits for the boss. When they achieve the Blue Sword of Gilagish* the boss sells it to brokers that put it up for bid on the Internet. So what, right? In China this is presently a 10 billion dollar business and growing!!! (That’s real gold.) Have fun with this one. Santa gave our family the top selling Gran Turismo 5 for Christmas. I have yet to drive my Aston Martin DB-9; I am slowly accumulating credits. What’s that website in China? * I made up the name

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Dr. Brian Beirl enjoys an active general dentistry practice and is also an author, educator, presenter, consultant and business coach. He has published, the bookbinder, a popular business fable regarding the personal challenges of running a business, and the soon to be released, the bookbinder,Janis’ Story, a story of a woman’s struggle to balance her professional and personal life.

www.mybookbinder.com / BrianBeirlDDS@BBeirl.com / BrianBeirlDDS.com