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One of the often cited reasons for Amazon’s struggles is that the typical mindset of big tech companies—taking an analytical approach that involves spending money on something, scaling up, and hoping for results—isn’t working in an unstable, artistic industry like gaming. where users are quick to criticize and slow to adopt new entrants.
“It’s spreadsheet logic above all that drives Amazon,” said Joost van Drunen, a New York University professor who studies the video games business. “I don’t know if a chaotic, creative process for creating games really fits with the company culture at Amazon.”
Except for Amazon, which did not break game sales in its financial statements, the game industry revived especially during the pandemic period. Newzoo, a game analytics firm, estimates that people will spend $175.8 billion on games this year.
Amazon, of course, found success after getting off to a slow start in producing television shows and movies. Gaming analysts have suggested that Amazon can now tackle the gaming business, which adds a dimension to technological prowess, similar to the way it takes several years to achieve a winning strategy in the streaming world.
“It’s about the experience,” said Rupantar Guha, game analyst at analytics company GlobalData. “Although they are slow, I think they’re starting to get there.”
Reporting to Mr. Frazzini, Mr. Hartmann acknowledged that Amazon has failed in the past. When he joined the company in 2018, New World “didn’t look promising.” Crucible said it was designed to compete with one of the most popular games ever, Fortnite, and its scope was “very ambitious.” “In the long run, I think you learn by defeat,” he said.
But he likened the studio to a talented but young sports team on the rise. “You can bring the best people together, but they’re not going to win the championship right away,” he said.
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