Playing to WIN

Free ebooks ==> www.Ebook777.com www.Ebook777.com Free ebooks ==> www.Ebook777.com Playing to Win www.Ebook777.com Digita l Ga m e St u di e s Robert Alan Brookey and David J Gunkel, editors Indiana University Pr ess Bloomington & Indianapolis G IN Y A PL T O N I W , rts es, o m Sp Ga o e he a y l Vid nd t f P a o re ltu u C E D ITE D BY Robert Alan Brookey and Thomas P Oates Free ebooks ==> www.Ebook777.com This book is a publication of India na Univer sit y Pr ess Office of Scholarly Publishing Herman B Wells Library 350 1320 East 10th Street Bloomington, Indiana 47405 USA ∞ The paper used in this publication meets the minimum requirements of the American National Standard for Information Sciences–Permanence of Paper for Printed Library Materials, A NSI Z39.48–1992 iupress.indiana.edu Manufactured in the United States of America Telephone  800-842-6796 Fax  812-855-7931 Library of Congress Cataloging-in-Publication Data © 2015 by Indiana University Press Cataloging information is available from the Library of Congress All rights reserved No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying and recording, or by any information storage and retrieval system, without permission in writing from the publisher The Association of American University Presses’ Resolution on Permissions constitutes the only exception to this prohibition ISBN 978-0-253-01499-3 (cloth) ISBN 978-0-253-01502-0 (paperback) ISBN 978-0-253-01505-1 (ebook) 1 2 3 4 5  20 19 18 17  16 15 www.Ebook777.com Contents Introduction · Thomas P Oates and Robert Alan Brookey · 1 Part Gender Play The Name of the Game Is Jocktronics: Sport and Masculinity in Early Video Games  ·  Michael Z Newman · 23 Madden Men: Masculinity, Race, and the Marketing of a Video Game Franchise  ·  Thomas P Oates · 45 Neoliberal Masculinity: The Government of Play and Masculinity in E-Sports  ·  Gerald Voorhees · 63 The Social and Gender in Fantasy Sports Leagues Luke Howie and Perri Campbell · 92 Domesticating Sports: The Wii, the Mii, and Nintendo’s Postfeminist Subject Renee M Powers and Robert Alan Brookey · 112 Part The Uses of Simulation Avastars: The Encoding of Fame within Sport Digital Games Steven Conway · 133 Keeping It Real: Sports Video Game Advertising and the Fan-Consumer · Cory Hillman and Michael L Butterworth · 152 Exploiting Nationalism and Banal Cosmopolitanism: EA’s FIFA World Cup 2010 · Andrew Baerg · 172 Ideology, It’s in the Game: Selective Simulation in EA Sports’ NCAA Football · Meredith M Bagley and Ian Summers · 191 10 Yes Wii Can or Can Wii? Theorizing the Possibilities of Video Games as Health Disparity Intervention David J Leonard, Sarah Ullrich-French, and Thomas G Power · 217 Contributors · 235 Index · 239 Playing to Win This page intentionally left blank Free ebooks ==> www.Ebook777.com Introduction Thomas P Oates and Robert Alan Brookey Per haps one of the most persistent legends of the early video game industry involves the installation of a prototype of the Pong game in a Sunnyvale, California, bar named Andy Capp’s in September 1972.1 Two weeks after the game was installed, Atari engineer Al Alcorn got a call from the bar manager, complaining that the game was broken and requesting that it be hauled off the premises When Alcorn went to investigate the problem, he discovered the machine was jammed and overflowing with quarters This story certainly has all the trappings of a corporate myth, but it offers an event marking the beginning of the rise of Atari as a leader in the video game industry Given the significantly diminished status of Atari and its recent bankruptcy, it is important to remember Atari’s former prominence In other words, this story about Andy Capp’s also marks an important moment for the video game industry in general Yet there is another important point about this event that is often overlooked: if Pong was one of the first successful commercial video games, then one of the first successful video games was a sports simulation game We can anticipate the snickering this observation might inspire After all, Pong was incredibly primitive, and table tennis (or PingPong) enjoys a dubious place in the pantheon of sports – it’s right up there with badminton and croquet We could counter that Ping-Pong was used to open a diplomatic relationship between the United States and China in 1971, just over a year prior to the installation of the Pong machine at Andy Capp’s Our point, however, is not about the legitimacy of Ping-Pong as a sport, but rather the importance of sports to the www.Ebook777.com Contributors 237 Thomas P Oates is Assistant Professor of American Studies and Journalism and Mass Communication at the University of Iowa His work on sports, media, and contemporary culture has appeared in Communication and Critical/Cultural Studies and the Sociology of Sport Journal He is editor (with Zack Furness) of The NFL: Critical and Cultural Perspectives Thomas G Power is Professor and the Chair of the Department of Human Development at Washington State University He is the author of the book Play and Exploration of Children and Animals (2000), and he has published more than eighty journal articles and book chapters R enee M Powers is a doctoral student in Communication at the University of Illinois–Chicago Her work can be found in Women and Language and Women’s Studies in Communication Ian Summers is a doctoral student at the University of Utah Sar ah Ullr ich-Fr ench is Associate Professor in the Department of Educational Leadership and Counseling Psychology Her previous work has appeared in Research Quarterly for Exercise and Sport, Psychology and Health, and the Journal of Sport and Exercise Psychology Ger ald Voor hees is Assistant Professor of Drama and Speech Communication at the University of Waterloo His scholarship on new media and identity has appeared in Games and Culture and Game Studies: The International Journal of Computer Game Research He is the co-editor of Bloomsbury’s Approaches to Digital Games Studies book series This page intentionally left blank Index Aarseth, Epsen, 193 ABC Monday Night Football, 28 Abdul-Jabbar, Kareem, 37 Abercrombie, Nicholas, 164 academics, 202, 203 Achieved Celebrity, 138 actor-network theory (A NT), 135 Adams, Scott, 156 “adaptation” games, Adidas, Advanced Step, 217, 225 Adventureland, 156 advergames, 208–209 advertising in video games, 152–168; and “advergames,” 208–209; background of, 152–155; and boy culture, 35–41; and branding, 158–165; and early video games, 27, 36–41; and the fan-consumer, 153, 155, 165–167, 167–168; and hegemonic masculinity, 45–46; and image management, 155–158 aesthetics of video games, 137 African Americans, 231 agon games, 64, 71, 72, 74, 143 Alcorn, Al, 1, 26 alea games, 71 All in the Family, 30 American College of Sports Medicine, 127 American Council on Exercise, 217, 222 American Heart Association, 127 America’s Army, 209 Analogic, 29 Anderson, Amanda, 176 Android, Andy Capp’s, 1, 13, 23–24 Anheuser-Busch, 160 animations, 183–184 antitrust issues, anxiety, 34 APBA Baseball, 27–28, 39 Appiah, Kwame Anthony, 175 Apple computers, 50, 159 arcade games, 30, 36, 81 Archetti, Eduardo P., 143, 144 archetypes, 76 Archives of Pediatrics and Adolescent Medicine, 224 Arno, Ed, 34 Arnold, Matthew, 67 arousal, 97 artificial resurrection, 194 Asen, Robert, 153–154 Atari: advertising campaigns, 25, 27; and boy culture, 35–41; and early video games, 23, 24; and marketing of gaming systems, 35–41; and Pong, 1–2 athleticism, 72–73 Atlantic Coast Conference, 205 Attributed Celebrity, 138 Australia, 93 avatars: and coaches, 198–199; and fame in video games, 136, 137, 141, 142–143, 145, 146–147; and masculine performance, 10; and national identity, 180; and 239 240 O’Bannon lawsuit, 211–212; quantification of players, 51–52; and “second life” experiences, 207–208; and uses of simulation, 16; and Wii Fit, 221; and the Wii gaming system, 114, 119, 121, 122–125, 127, 129n23, 226–228 Index Blackwell, Angela Glover, 231 Blanchet, Alexis, Blizzard, 7, 141 Block, Ryan, 112 Blue Ocean Strategy, 15, 112–113, 118, 121 body grooming, 116 body image, 117–118, 122–126 Baer, Ralph, 26, 28 body mass index (BMI), 123, 221, 223 Baerg, Andrew, 52, 137, 173, 197–198, 205, body-reflexive practices, 75 207 Bogost, Ian, 4, 50, 136, 197–198, 199–200, Bagley, Meredith M., 16 200–201, 208 Bailey, Bruce, 224 Boorstin, Daniel J., 138, 170n27 balance-board games, 125 Borges, Jorge Luis, 194 “ball-and-paddle” games, 24 boundary negotiations, 135 Bally, 35 Bowden, Bobby, 48 banal, 177–178 boy culture, 35–41 Bank of America, 163 Boyle, Raymond, 173 bar games, 1, 24 “bragging rights,” 97 Barber, Benjamin, 165 brands and branding, 36, 140, 158–165 See Barger, Sheila, 56 also advertising in video games Barnhart, Aaron, 230 Brazil, 184 baseball games: and consumerism, 152, British play style, 143–144 162–164; and democratic mythology, Brookey, Robert Alan, 154; and early Atari games, 2; and early Brookhaven National Laboratory, 23 video games, 24, 27–29, 37–40; and fan- Brooks, Reggie, 56 tasy sports, 92, 96, 104; in Wii Sports, Brown Box, 26 113 See also specific game titles bureaucratization of sports, 73 Baseball Magazine, 154 Burnout Paradise, 156 basement sports, 26–27 burnout rates in game development, 12 Basketball, 37 Burrill, Derek, 87 Baudrillard, Jean, 193–196, 198, 209–210, 212 Bushnell, Nolan, 26, 34 Baum, L Frank, 78 business practices, See also advertising Beadle, Michelle, 56–57 in video games; marketing strategies Beckham, David, 138, 141 Butterworth, Michael L., 16 Bednar, Ray, 163 Best Buy, 122 Caillois, Roger, 70, 71, 72, 206 Big Brother, 138 Call of Duty 4: Modern Warfare, 136 Big East Conference, 205 callouts, 82–83, 87 Big Ten Conference, 205 Camp, Walter, 53 Biggest Loser, The, 226–228, 230 Campbell, Perri, 14 Billig, Michael, 177 capitalism: and charismatic authority, 134; Birth of Biopolitics, The (Foucault), 65–66 and fan-consumers, 166; and in-game Bishop, Ron, 157 celebrity, 145; and sports celebrity, 138; Bissell, Tom, 52 and transformation of democracy, 165; black face, high tech, 197 Weber’s theory of, 73–74 Free ebooks ==> www.Ebook777.com Index 241 “Captain Your Country” mode, 180–182, 187 cartridge games, 24 Casamassina, Mark, 112 Castronova, Edward, Casual Living, 219–220 Cat and Mouse, 29 cause-related marketing, 162 CB radios, 33–34 CBS, 152 celebrity, 3, 16, 50–51, 138, 145–147, 147–148 censorship of content, 202–205, 210, 215n37 centered structure, 71–72 Chan, Dean, 197 Changing Times, 34 Channel F, 36 charismatic authority, 134–135, 139–140 Charland, Maurice, 154, 156–157 Cheah, Pheng, 175–176 cheating, 208 Chicago School, 65 children: and effects of video games, 3, 31–32, 165–166; and marketing of video games, 37, 40, 42; and neoliberal ideology, 65, 71, 76, 79; and obesity epidemic, 219–220, 223–224, 228–229, 230–232; and virtual play spaces, 29–30 China, 1, 88 Christianity, 9, 67 citizenship issues, 153–154 civil society, 65 Clark, Andy, 135 class issues, 29, 75 Clifford, James, 174, 176 coaching, 47 Cohen, Lizabeth, 153 Coleco, 35 collective identity, 172 See also nationalism and national identity College Licensing Company, 211 Collins, Patricia Hill, 49 commercial consumption, 117 commercialism, 152, 157, 168n7 See also advertising in video games; brands and branding commodification of sport, 147, 154–155 Commodore 64, 159 competition, 68, 86 Computer Perfection, 35 Computer Space, 26 conditions of competition, 73 Connell, Raewyn, 75, 76–77, 95 consoles, consumerism: consumer choice, 115; consumer culture, 154; fan-consumers, 153– 154, 156, 165–167, 167–168; and in-game advertising, 164; and postfeminism, 117, 127–128 continuum of play, 74 contractual arrangements, contraludicity, 136 Conway, Steven, 16, 199, 204, 206 cosmopolitanism, 172–178, 178–185, 185–188 cost-benefit analyses, 64, 85–86 Counter-Strike, 80 CPL World Tournament, 80 Crawford, Garry, 161, 173 criollo play style, 143–144 critical methods, 3–4 Crocco, Francesco, 211 “crunch time” in game development, 11 Cubitt, Sean, 194, 196, 212 cult worship, 16 cultural environment: cultural hegemony, 196–197; cultural theory, 3–4; discursive nature of culture, 67; and exergaming, 229–230; and hegemonic masculinity, 45–46, 75–76; and Madden franchise, 61; and neoliberalism, 17 Cyberathlete Professional League (CPL), 80 cybernetics, 193 cyborgs, 94 Dance Dance Revolution, 220 darts, 83 Davis, Nikolas W., 94, 95, 98, 104 De Peuter, Greig, Dead Space 2, 10 www.Ebook777.com 242 deathmatches, 80 Defiance (television), democracy, 153, 154–155, 162–163, 165 demographics, 96–97, 107, 118 denaturing, 200–202 Denzin, Norman, 47 Derrida, Jacques, 71–72 developers, video game, 11 diet and nutrition, 125, 217, 219, 226–227, 230, 232 DiGiovanni, Sundance, 63 diplomatic relationships, disciplinary issues in sports games, 210– 211, 215n37 discourse theory of citizenship, 153–154 Disney, 155, 173 Dogtown Z-Boys (2001), 48 domesticity, 116, 117–118 Donnelly, Joseph, 222 Doom, 55, 80 DOS systems, 159 Duke University, 203 Duncan, Carlisle, 94, 95, 98, 104 Durant, Kevin, 142 Dyer, Richard, 138 Dyer-Witheford, Nick, “dynasty” mode, 191–192, 198–199, 202, 203–204, 206–207, 210 EA Sports: and avatar types, 141; and celebrity figures, 148; and “dynasty” mode, 191–192, 198–199, 202, 203–204, 206–207, 210; and exclusivity deals, 7–8; and hegemonic masculinity, 49, 55–56; and in-game celebrity, 142; and labor disputes, 12–13; and licensing agreements, 19n17, 51; and marketing strategies, 14, 45, 47; and O’Bannon lawsuit, 211–212; promotional strategies, 56; and realism, 51, 53–54; and simulacrum development, 195; and uses of simulation, 16 See also specific game titles EA Sports Active NFL Training Camp, 228 EA Spouse, 11 economic liberalization, 88 Index economic pressures, 205 egocentrism, 71 Eisner, Michael, 155 elastico skill, 142 Electric Baseball, 29 Electronic Arts (EA), 11–12, 19n19, 141, 160–162, 165, 211–212 See also EA Sports Electronic Entertainment Expo (E3), 112 Electronic Software Association, 19n19 elite play, 84–85 embodiment, 60–61, 84 Engadget (blog), 112 England, 229 Enlightenment, 71, 76, 79 Entertainment Software Association, entfremdung (estrangement), 134–135 equipment: of gaming, 84; of sports, 134 equity issues in sports, 73, 122 ESPN, 48, 51, 55, 208–209 ESPN Sports Polls, 157 ESPN 30, 104 ESPN Zone, 55 ESPN2, 158 ethnicity, 176 ethnographic research, 212 euphemistic celebrity, 145–147 exclusionary banal cosmopolitanism, 176–177, 182–185 exclusivity, exercise, 16–17 exergaming: background of, 217–219; failures of, 229–233; and marketing opportunities, 3; and obesity rates, 219–220; obstacles to, 226–229; research findings on, 220–226 extreme games, 137, 206 Fairchild, 35, 36 familiarity of game formats, 24 fan culture, 14–15, 161 fantasy Premier League soccer, 92 fantasy sports leagues, 92–108; development of, 92–93; and early video games, 27; and gender roles, 93–94, 94–98, 102–106; and Madden franchise, 58; Index and the NBA, 14; and research agenda, 106–108; and scholarly focus on gaming, 4–5; as social activity, 98–100; and the work environment, 100–102 Fantasy Sports Trade Association, 92 Farquhar, Lee K., 97, 100, 106–107 Federal Communications Commission, 30 female empowerment, 115 femininity, 127–128 feminism, 77, 121 See also postfeminism fetishization of sport, 77 FIFA franchise: and banal cosmopolitanism, 178–179; and exclusionary banal cosmopolitanism, 182–188; and inclusionary banal cosmopolitanism, 179–182, 182–188; and in-game celebrity, 141, 142; and national identity, 172–178; Ultimate Team mode, 145; and uses of simulation, 16 films, Final Four, 215n42 first-person shooters, 6, 55, 80 Fiske, John, 138–139 fitness, 16–17 See also exergaming football, 9, 27–29 See also Madden NFL franchise; NCAA Football football (soccer) games, 184 See also FIFA franchise; specific game titles Football Bowl Subdivision, 152 Football Manager 2007, 206 “Football Outsiders,” 52 Foucault, Michel, 14, 64, 65–66, 72 “Franchise Mode,” 58 franchises, Francombe, Jessica, 125 Franklin, Marc, 221 Frasca, Gonzalo, 193, 197, 206 free play, 70 Free Run, 217, 225 Free Step, 217, 225 free-market capitalism, 115 freeplay, 71–72 gambling, 158–159 game-based learning, 211 243 GameCube, 114, 118 “gamer” term, 40 Games and Culture, Gatorade, 155, 159, 160 gender relations: and advertising of video games, 40; and boy culture, 35–41; and fantasy sports leagues, 93–94, 94–98, 98–99, 101–102, 102–106; gender overlap in gaming, 14, 19n19; and heteronormative gender-sex dichotomy, 126; and labor practices, 13–15; marginalization of women in gaming, 86; and marketing of gaming systems, 27, 30, 31, 36, 41–42, 118–122, 122–126, 127–128; and neoliberalism, 17, 86, 87; and sport labor practices, 9; and talk radio, 10 General Motors, 163 “geographies of cyberspace,” 94 Gerrard, Steven, 137 Giddings, Seth, 193, 210 globalization, 166, 173–174, 177 Goldberg, David Theo, Good, Owen, 215n37, 215n40, 215n42 governmentality, 14 graduation rates, 202 Gramsci, Antonio, 76, 135, 138, 139, 140 Grantland, 52 Grazian, David, 230 Greek philosophy, 67 Gretzky, Wayne, 138, 147 grooming, 116 Guttmann, Allan, 72–74, 85 Haddock, Bryan, 222 Hall, Stuart, 138–139 Halverson, Erica Rosenfeld, 4–5 Halverson, Richard, 4–5 Hammerstein, Oscar, 78 Haraway, Donna, 93, 94 Harman, Graham, 135 Hart, Elizabeth, 160–161 Harvey, David, 174 Haunted House, 29 Hawkins, Trip, 50 Haynes, Richard, 173 244 hegemonic masculinity: and fantasy sports leagues, 93–95, 98, 106; and labor practices, 13; and marketing of video games, 45–46, 54, 57, 60–61, 173; and neoliberal masculinity, 86–87; and neoliberalism, 75–80, 85–86; and professionalization of gaming, 68; and talk radio, Heidegger, Martin, 135 Heisman Trophy, 201, 215n40 Henry, Thierry, 180 Herbert, Victor, 78 Hernandez, Aaron, 201 heroic figures, 9, 139–140, 146 heteronormativity, 126 Hilleman, Rich, 54–55 Hillman, Cory, 16 hockey: and celebrity figures, 147; and early gaming, 2, 24, 34, 36–37, 38; and labor disputes, 12; and ludicity, 136; and marketing strategies, 32; and Odyssey gaming system, 29; and post-9/11 American national identity, 173 Holland, 184 Home Run, 36 Home Run Derby, 163 Homo economicus, 67–68, 86, 87 Homo Ludens, 69 hooks, bell, 49 Howie, Luke, 14 Hruby, Patrick, 50 Huizinga, Johan, 69, 72, 74, 140, 206 hybridization of masculinities, 87 hyperludicity, 16, 134, 136, 142–145, 146–147 hypermasculinity, 9–10 hypernationalist, 154 hyperreality, 194, 195–196 iD Software, 81 identity issues, 85 ideology: and fan-consumers, 166–167; and gender relations, 94, 116–117; and nationalism, 154–155, 173; and race issues, 14; and simulation, 192–193, Index 193–198, 201, 205–211, 212; and sort celebrity, 140; and sportification of games, 64, 74, 79 IGN, 112 images of sports figures, 2–3, 138, 155–158 improvisation, 74, 85 inclusionary banal cosmopolitanism, 176–177, 179–182 individualism, 78, 115, 117 “Infinity Engine,” 53–54 Inoue, Osamu, 119 Institute of Medicine (IOM), 232 institutional settings, 42 instrumental play, 84–85 intellectual games, 72–73 Intellivision, 14, 24, 25, 35–41 interactive element of gaming, 33 internal globalization, 177 International Olympic Committee, 152 internet technology, 93 intertextuality, 134, 136–137 Iowa State, 201 Island Run, 217, 225 Iverson, Allen, 104 Iwata, Satoru, 119 James, LeBron, 140, 147 Jefferson, Thomas, 154 Jenkins, Henry, 138–139 Jim Prentice Electric Baseball, 28 “Jocktronics,” 13, 32–33, 42 John Madden Football See Madden NFL franchise Johnson, Calvin, 158 Jordan, Michael, 142 Journal of Strength and Conditioning Research, 127 journalism, 137 Joyce Julius and Associates, 163 jukeboxes, 24 Kant, Immanuel, 69, 70, 71, 76, 175 Kaplan, Perrin, 112–113 Keane, Roy, 146 Kim, W Chan, 113 Index Kimmel, Michael, 78 King, Samantha, 162 Kingsepp, Eva, 208, 212 Kitchin, Robert M., 94 Kline, Stephen, Kloet, Jeroen de, 178 Knittel, Christopher R., 148 Knocked Up (2007), 103–104 Konami, 141 Kotaku, the Gamer’s Guide, 215n37 Kotler, Philip, 46–47 Kromand, Daniel, 141 Krzywinska, Tanya, 199 Kuipers, Giselinde, 178 Kusz, Kyle, 48 La Mano de Dios, 146 labor practices, 9–13 language choices in games, 179 LA N-networked games, 80 Lanningham-Foster, Lorraine, 223–224 Latinos, 231 Latour, Bruce, 135 lawsuits, 2, 10–11 Lee, Seunghwan, 96, 97, 100, 106–107 LeGrand, Eric, 202 leisure, 42 Leonard, David J., 16, 48, 196–197 “Les Elephants,” 186 Lewis, Ray, 45 liberalization, economic, 88 licensing, 5–7, 10–11, 19n17, 36, 159, 215n42 Lipsyte, Robert, 16 Livejournal, 11 lockouts, 12 Longhurst, Brian, 164 Lord of the Rings, The, 178 ludicity, 136 ludological studies, 193, 206 ludus, 70 Lupton, Deborah, 218 Madden, John, 51, 159 Madden Bowl, 56–57, 58 Madden Challenge, 54, 56, 57, 58 245 “Madden curse,” 158 Madden Nation, 54–57, 58, 158 Madden NFL franchise, 45–61; and exclusive license with the NFLPA, 7, 8; and hyperludic celebrity, 142; imagery of, 40; and in-game advertising, 153, 156, 158–162, 164, 167–168, 170n30; and lockout in 2011, 12; and masculinity, 54–57, 57–60, 60–61; popularity of, 2; and race issues, 45–50, 57–60, 60–61; and realism, 50–54 Madden Social, 58–59 Madden Superstars, 58 Madden Ultimate Team, 58 magic circle, 69, 140 Magnavox, 2, 14, 26, 31–32, 35 See also Odyssey home gaming system Major League Baseball (game), 36–39, 42 Major League Baseball (MLB), 28, 152, 155, 162–164, 166–168 Major League Gaming (MLG), 81, 83–84, 87 Making of “Madden,” The, 53 management theory, 87 managerial games, 47, 60–61, 206 Manchester United, 143, 144 manipulation theory, 139 Manziel, Johnny, 201 Maradona, Diego, 145, 146 marketing strategies: cause-related marketing, 162; and children, 37, 40, 42; and exergaming, 3; and gender relations, 27, 30, 31, 36, 41–42, 118–122, 122–126, 127– 128; and in-game advertising, 152; and Madden NFL, 45; market integration, 61; Nintendo’s Blue Ocean Strategy, 15, 112–113, 118, 121; and Q Scores, 60; and race, 49; “razor/razorblades” marketing model, 5–6; and sports celebrity, 139 See also specific companies Marvin, Carolyn, 79 Marxist theory, 76, 134–135 Mary Tyler Moore Show, The, 30 Masculinities (Connell), 75 masculinity: and fantasy sports leagues, 95; hypermasculinity, 9–10; and 246 Madden NFL franchise, 54; and marketing strategies, 45, 49; and masculine gendering, 13–15, 40–41; playful, 86; race issues, 60; and sport labor practices, 9–10; and sports, 75–80 See also hegemonic masculinity masking, 200–202 mass media, 146 Massanari, Adrienne, 124 Massive, 159 massively multiplayer online role playing games (MMOR PGs), 4, 84–85 mastery of games, 84 Masuyama, Meguro, 144–145 Mattel, 14, 35, 39–40 Mauborgne, Renée, 113 McAllister, Matthew, 159 McInnis, Kyle, 224 McLuhan, Marshall, 135 Mechanix Illustrated, 32 media-centered studies of sports, mediated sport, 173 Meeds, Robert, 97, 100, 106–107 megaconferences, 152 Messi, Lionel, 133, 142, 147 Messner, Michael, 60, 94 Microsoft, 113, 141, 159 Mii avatars, 114, 119, 121, 122–125, 127, 226 Miller, Peter, 74 Miller, Toby, 94–95 Minow, Newton, 30 minstrel tradition, 197 Miracle (2004), 173 Mississippi, 231 Miyachi, Motohiko, 127, 225 Miyamoto, Shigeru, 119 MLB: The Show 12, 162–165, 167–168 mobile platforms, 8, 19n19 Monday Night Football on ABC, 28 Monopoly, 194 Moore, Donny, 52, 148 Moore, Peter, 12 Morse, Margaret, 9, 218 Mortal Kombat, 10 motion-capture technology, 53 Motorola, Index movies, 45 multilevel quantitative analysis, 199 “muscular Christianity,” narrative analysis, 206, 207–208 NASCA R, 83 National Basketball Association (NBA): and fan-consumers, 166; and fantasy sports leagues, 14, 97, 98–99; and ingame advertising, 155; and in-game celebrity, 140 National Collegiate Athletic Association (NCA A): and exclusivity deals, 8; and in-game advertising, 152; and O’Bannon lawsuit, 10–11, 13, 211–212; split with EA, 214n33, 215n42 See also NCAA Football National Football League (NFL), 49, 60, 152, 155, 161, 166–167 national identity, 183 National Institute of Health and Nutrition, 225 nationalism and national identity, 154, 172–178, 178–185, 185–188 NBA 2K, 2, 142 NBC, 152 NCAA Football, 191–212; censorship of content, 202–205; described, 191–193; and “dynasty” mode, 191–192, 198–199, 203–204, 206–207, 210; masking and denaturing, 200–202; and O’Bannon lawsuit, 11; and selective simulation, 192, 205–211, 211–212; and simulation theory, 193–198; and textual analysis, 199–200; “Ultimate Team” mode, 214n33; and uses of simulation, 16 Negra, Diana, 115–116 neoliberalism: and “cultural citizenship,” 17; described, 63–64; and exergaming, 230; and fan-consumers, 166; neoliberal governmentality, 64, 65–68; and play/ games/sports, 68–80; and professionalization of video games, 64, 81–85, 85–88; and sportification of video games, 80–81 “Neoliberalism and the Realities of Reality Television” (Grazian), 230 NES gaming system, 118 Index networked games, 80 New York Cosmos, 38 New York Times, 31, 34, 63 New York Times Magazine, 31 Newman, Michael Z., 13 Newsweek, 34 NFL Players Association (NFLPA), 7, NFL Properties, NHL 13, 12 NHL Hockey, 37 Nielsen polls, 157 Nieva, Richard, 63 Nike, 7, 140, 170n30 Nikkei Business, 118–119 Nintendo: and exergaming, 221–223; marketing strategy, 15, 112–115, 118–122, 122– 126, 127–128; and masculinity in marketing, 10 See also Wii gaming system Nintendo Magic: Winning the Videogame Wars (Inoue), 119 Nintendo Power, 118 Nitz, J C., 225 No Child Left Behind, 228 nonprofit organizations, 162 Nylund, David, Obama, Barack, 156 O’Bannon, Ed, 11, 211–212 obesity rates, 219–220, 228, 230–232 object-oriented philosophy, 135–136 Odyssey home gaming system, 2, 14, 24–25, 26–30, 32 “Offseason Training Results,” 204–205 Ohl, Fabien, 146 Okrent, Dan, 104 Old Spice, 164–165 Olympic Games, 172, 174 “One-on-One: Dr J v Larry Bird” (game), 50 online role-playing games, 88 opacity, 135 open product, 144–145 Oriard, Michael, Owens, Scott, 224 “Owner Mode,” 58 ownership of sports teams, 47 247 packaging, 41 Pac-Man, 136 paida games, 70, 206 Paper Lion (Plimpton), 38 participatory element of gaming, 33 participatory sport, 106 passive entertainment, 31 patriarchalism, 115–116 “P.E Classes Turn to Video Game That Works Legs” (Schiesel), 220 Pelé, 38, 133, 145 penny arcades, 27 Pepsi, 160, 163 Perron, Bernard, Peter Pan figures, 78–79, 86 phenomenology, 135 philanthropy, 162–163 Phillips, Lawrence, 201 physical fitness, 219–220 physical play, 69, 72–73, 81 physical therapy, 122 See also exergaming Piaget, Jean, 69, 70, 71 pinball, 24, 25 Ping-Pong, 27 Pirate Adventure, 156 Plato, 69 player animations, 183–184 “Player Career Mode,” 58 player likenesses, 4, 10–11 playful masculinity, 86 Playmakers, 155, 162 Playstation 3, 113, 156 Plimpton, George, 38, 39 Plymire, Darcy C., 173 Pollock, Sheldon, 174 Pong, 1, 2, 13, 17, 23–24, 26, 34, 42 pool tables, 24 popular culture, 68, 229–230 popular press, 14, 25 postfeminism, 115–118, 118–122, 122–126, 127–128 poverty, 231 Powell, Adam Clayton, III, 197 Power, Thomas G., 16 Powers, Renee M., 15 practice games, 84 248 Pratt, Charlotte A., 232 press coverage of gaming, 25, 41 price of games, 7–8 privatization, 17 Pro Evolution Soccer, 133–134, 141, 142–143, 145 procedural games, 206 procedural rhetoric, 197–198, 200–201, 208 productivity issues, 100–102 professionalization of game playing, 63–64, 67, 68, 73, 81–85 profits from video games, promotional strategies, 41 See also advertising in video games; marketing strategies Protestantism, 73–74 pseudo-events, 170n27 public opinion, 157 public relations, 139 pure play, 70, 77–78 Q Scores, 60 Quake, 80 quantification in sports, 51–52, 73, 134, 137, 185, 205, 207 See also statistics race issues: and composition of sports teams, 47–48; and exergaming, 228, 231; and ideology of simulation, 196–197; and Madden NFL franchise, 57–60; and marketing of sports games, 49; and masculinity, 48, 75; and nationalism, 176; and neoliberalism, 17; and sport labor practices, 9–10 Radio-Electronics, 32 ratings systems, 187 rationalization of sports, 73, 74 “razor/razorblades” marketing model, 5–6 RCA, 35 realism: and computer advances, 4; and in-game advertising, 153, 156–157, 160–161, 164–165, 166–167, 167–168; and Madden NFL franchise, 49–50, 50–54; and NCAA Football, 202–205; and uses of simulation, 15–17 reality television shows, 138 Index reason, 79 record-keeping in sports, 73 recruitment, 200–201 Ree, Jonathan, 175 Reebok, 160, 170n30 Register, Woody, 78 reification of celebrities, 147–148 Rein, Irving, 46–47 “remasculinization,” 48 Research Institute for Sport and Exercise, 223 revenues, 5–6, 17 Rhome, Jim, 10 Rhythm Boxing, 217, 225 Riessman, Catherine Kohler, 93 Risk, 194 Robbins, Bruce, 174–175, 176 Rojek, Chris, 138, 146 role-playing games, Ronaldo, Cristiano, 133, 141, 142, 144, 186 Rondo, Rajon, 96, 104 Rooney, Wayne, 143, 147 Rose, Derrick, 142 Rose, Pete, 37 Rosenberg, Andy, 160 roster management, 203 rotisserie baseball, 27, 92, 104 Rudd, Paul, 45 Rutgers University, 205 Ryder Cup, 173 Saban, Nick, 204 Sales and Marketing Management, 34 sales of games, 5–6, 17 “samba football,” 184 Sanders Associates, 26 Sandow, Eugene, 77 Sarg, Tony, 78 Schiesel, Seth, 220 Schiller, Fredric, 69–70, 71 secularism, 73 Sega, 118 selective simulation, 192, 205–211, 211–212 sexuality, 9, 117–118 See also gender relations shaming, 124 Index Shapiro, Mark, 155 Shaw, David, 204 Sherman Anti-Trust Act, Shields, Ben, 46–47 Shooting Gallery, 29 Silly Little Game (documentary series), 104 Sim City, 194 Simon Says, 29, 32, 35 Simpsons, The (television), 6–7 Sims, The, 141 simulation: and EA Sports, 49; simulacra, 147, 192, 194–196, 198, 209–210, 212; simulation gap, 209–210; simulation theory, 193–197, 202–203; uses of, 15–17 single-player arcade games, 81 Skinner, B F., 145 Smart, Barry, 139 Smith, Adam, 65 Snyder, Jimmy “the Greek,” 47–48 soccer See FIFA franchise social engagement, 98–100, 106–108 social status, 69 socioeconomic barriers, 16–17 Socrates, 146 Sonic the Hedgehog, 141 Sony, 113, 118, 156, 165 South Beach Beverage Company (SoBe), 156 Spacewar, 26 Spain, 184 Sparqq, 208 Speak & Spell, 35 specialization in sports, 73, 74 spectator sport, 106 sponsorships, 208 sportification of video games, 63–64, 80–81, 85–88 sporting genius, 144 Sporting News, 52 sportive gameplay, 14, 72, 73–74, 86–87 Sports Business Journal, 12 sports games genre, 23 Sports Illustrated, 48 sports talk radio, 9–10, 137 SportsCenter, 51 sports-media convergence, 155 249 “Sportsworld,” 16 spousal relationships, 93, 96, 98–99, 101–102, 102–106 Stanford University, 203–204 Stango, Victor, 148 Starcade, 80 Starcraft, State Farm, 163–164, 167 States, 29, 32 statistics: and fantasy sports leagues, 104; and in-game celebrity, 145; and marketing of video games, 51–52; and NCAA Football, 192; and player assessment, 187; and player creation, 137; and research on populations, 65 See also quantification in sports stereotypes, 197 Stevenson, Anthony, 53 “Story of Qualifying” mode, 182 Strat-o-Matic games, 27, 39, 50 strength training, 123, 125, 221 Suarez, Luis, 145–146 subjectification, 65 suburbanization, 26–27, 42 Summer Olympics, 152 Summers, Ian, 16 Super Bowl, 46, 56, 159–160 Super Hula Hoop, 217, 225 Super Mario, 136 “Superstar Mode,” 59 surveillance, 97 “Swagger” feature, 164–165 SyFy network, symbols and symbolism, 67, 173 Szablewicz, Marcella, 88 table tennis, 1–2, 31–32 Tagliabue, Paul, 155 Tasker, Yvonne, 116 taunting, 82–83 Taylor, Nick, 64, 82, 86 Taylor, T L., 4, 64, 82, 83–84, 86 Tebow, Tim, 57 technological advances, 24, 55 technological competence, 79–80 technomasculinity, 79, 86–87 250 techno-utopianism, 34 telesthesia, 218 television: advertising, 25; and intertextuality, 137; and masculine identity of video games, 30–35, 42; televisual games, 142, 206; video game spin-offs, 6–7 Tennis for Two, 23 tennis games: and early video games, 2, 23, 24–26, 34, 36–37; and exergaming, 223; and Odyssey gaming system, 29; and Wii Fit, 221–222; and Wii Sports, 113, 121 See also specific game titles Texas A&M University, 201 Thompson, Hunter S., 93 Tiger Woods PGA Tour 13, 148 “tiki-taka” football style, 184 Time, 31, 32–33, 40–41 Tom Clancy’s Splinter Cell: Double Agent, 156 Tomb Raider, 10, 141 Tomlinson, Alan, 174 Torchia, Michael, 222 “total football,” 184 Totilo, Stephen, 220 trademarks, 138 transnational deterritorialization, 186 transparency, 135 trash talking, 55–56, 82–83 tribal fetishism, 142 Tru Action Electric Baseball Game, 28 truth games, 72 “tuning out,” 102–103, 107–108 Turkle, Sherry, 94 Turner, Bryan S., 95 Turner Broadcasting, 152 Tussey, E., 102 “TV’s New Superhit: Jocktronics,” 32–33 typology of games, 206 Ulrich-French, Sarah, 16 “Ultimate Team” mode, 214n33 United Service Organization (or USO), 160 university sports, 201–202, 205 See also National Collegiate Athletic Association (NCA A); NCAA Football U.S Army, 209 Index U.S Department of Agriculture (USDA), 229 U.S Supreme Court, “Vast Wasteland” speech (Minow), 30 Verizon, 160, 167 Video Computer System (later 2600), 35 “Video Gaming on the Pro Tour for Glory but Little Gold,” 63 violence, virtual, 86 Virgin Gaming, 56 virtual gaming, 217, 218, 227 See also exergaming Virtual Geography: Living with Global Media Events (Wark), 218 vorhanden (present-at-hand), 135 Wagner, Michael, 85 Wajcman, Judy, 79 Walking Dead, The (television), 6–7 “War Room,” 52 warfare games, 209 Wark, McKenzie, 218 Warner Communications, 35 Weber, Max, 73, 134, 139 weight loss, 114, 123, 220, 223 welfare state shrinkage, 17 Weltanschauung, 74 Wenner, Lawrence, 154 Whannel, Garry, 139–140 “What Should I Do?” advertisement, 140 Wife-o-meter, 119 Wii Fit: described, 221–223; and exergaming, 221, 225–226; and marketing strategies, 15; media coverage of, 217; and postfeminism, 117, 122–126, 127–128; Wii Fit Age, 123, 221; Wii Fit Girl (video), 126; Wii Fit Plus, 114, 128, 225; and Wii product design, 114–115 Wii gaming system: and exergaming, 3, 16–17, 217–219, 219–220, 220–226, 226– 229, 229–233; marketing strategy for, 112–115; and postfeminism, 15, 117–118, 118–122, 122–126, 127–128; Wii Mote, 113, 120 Free ebooks ==> www.Ebook777.com Index 251 Wii Sports: and exergaming, 222–223, 225; and marketing strategies, 15; and postfeminism, 117, 121–122, 123, 127–128; and Wii product design, 113–115 Williams, Raymond, 67 Wilson, Rob, 175 Wingo, Trey, 56–57 winning, 78 Winter Olympics, 152 Wives against Fantasy Sports, 96 Wolf, Mark J P., 5–6 Wolfenstein 3D, 55 women-centered cinema, 117 Woods, Tiger, 138, 148 Woodson, Charles, 52 work environment, 100–102, 107 World Cup, 172, 174, 183 See also FIFA franchise World Cyber Games (WCG), 80–81, 83 World of Warcraft, 7, 141, 208 World War II–based historical games, 208 Wright, Frank Lloyd, 78 Xbox, 118 Xbox Live, 141, 179, 181 Xbox 360, 113, 156 X-Games, 48 Yahoo! Fantasy NBA, 93, 95, 97 Ybarra, Joe, 51 yoga, 114, 122–123, 125, 221, 226, 228–229 Young, Christopher, 174 Your Mom Hates Dead Space (video), 10 Yourself Fitness, 220 YouTube, 126 zuhanden (ready-to-hand), 135 www.Ebook777.com ... ebooks ==> www.Ebook777.com Playing to Win www.Ebook777.com Digita l Ga m e St u di e s Robert Alan Brookey and David J Gunkel, editors Indiana University Pr ess Bloomington & Indianapolis G IN Y... Intervention David J Leonard, Sarah Ullrich-French, and Thomas G Power · 217 Contributors · 235 Index · 239 Playing to Win This page intentionally left blank Free ebooks ==> www.Ebook777.com Introduction... devoted to studying the points of convergence for these two industries But before we turn our attention to the importance of sports games and their relationship to sports culture, we ought to briefly