In this report the results of part one of the master course Evolutionary Product Development will be presented.

Transcription

1

2 TITLE PAGE In this report the results of part one of the master course Evolutionary Product Development will be presented. Game Controllers: Product Phase & IDEA Analysis Industrial Design Engineering University of Twente Report by M.B.C. Grob S Course coordinators Prof. dr. eng r. A.O. Eger Eng r. R.E. Wendrich 10 th of February, 2010

3 TABLE of contents Index Product Phases Table of contents 01 CHAPTER 1 Introduction Introduction to product phases 02 Game controllers 03 CHAPTER 2 Research History 04 Button layout 11 Timeline 12 Product phases 16 CHAPTER 3 Conclusion Conclusion 20 CHAPTER 4 Literature list Literature list 21 Index IDEA CHAPTER 5 IDEA Introduction to IDEA 22 CHAPTER 6 Wii controller Development 23 Functionality 25 Production 28 Assembly 33 Cost analysis 37 Patents 38 CHAPTER 7 Appendix Literature list 39 Technical drawings 40 01

4 CHAPTER 01. Introduction Introduction In the first section of this report the evolution of game controllers will be analysed using the product phase theory provided by prof. dr. eng r. A.O. Eger. Ever since the creation of popular games such as Pong and Space Invaders, computer games have entertained people of all ages. Computer games have evolved a lot over the years, as have the platforms and consoles they are played on. Because this field is such a broad one, it is important to determine beforehand what to focus the research on. This will be done on the following page. In the second chapter the history of the game controller will be analysed. The evolution of game controllers will be laid out and explained and is followed up by a graphical representation in the form of a timeline. All information acquired in the previous steps will culminate in a product phase analysis where the product phases will be determined using the ten characteristics provided by the product phase theory...and the geek shall inherit the earth 02

5 CHAPTER 01. Introduction Game controllers Prior to starting the analysis, it is important to determine the focus of the research. By definition, a game controller is that which controls a game, and games come in many variaties. To be more concrete, one can define four distinct fields, each with its own characteristics: 1. Arcade games 2. Personal computer 3. Game console 4. Handheld game console Arcade games Back in the 80s, before game consoles were widely available to the public, arcade halls were very popular. In fact many of the games that were released on the first game consoles found their origin in the arcade hall. Games such as Pong and Space Invaders were big hits at these arcade halls. The devices these games were played on were specifically made for a certain game, and as such the controls were specifically adjusted to that game. Nowadays arcade halls are neither common nor popular, and combined with the other reasons, it is decided to not include arcade games in this research. Game console Ever since it was possible to make arcade games small and cheap enough, people have been playing games at the comfort of their own homes. Game consoles have evolved a lot: games have become more advanced and so has their manner of control. A lot of different brands have established themselves over the years and have undergone many transformations. This makes the game console an intriguing topic to research. Handheld game console The handheld game console is in many ways comparable to the game console and as such does not contribute much to the research. Also, they are severely limited in functionality by their size and could give a distorted view on the development of game consoles. Therefore it is decided to not take handheld game consoles into account in this analysis. There is one exception however, which is the game and watch handheld game console. This particular handheld game console has had quite an impact on the design of game controllers. To sum up: the focus of the research will be on game consoles. Personal computer The personal computer is truly a device that serves any different purposes. From boring office tasks to exciting games, the personal computer can take care of it. However, the method of control is similar for both purposes and has remained quite traditional too. For that reason it is decided to not include the personal computer in this research either. 03

6 CHAPTER 02. History History In this section a historical overview of game controllers will be presented. The types of game controllers will be split up into generations, defined mainly by their technological characteristics. The prices listed are for the complete home game console sets, not for the game controllers. Below, all relevant game consoles from creation to present are displayed, as defined on the previous page. From this range of game consoles a selection will be made to describe the evolution of the game controller. 1 st generation The first generation consists of the first home game consoles. Arcade games can be played at the comfort of people s own homes. The game consoles have the game programmed onto them, which means they are only capable of playing 1 game, or a few at best. Also, the game controller is part of the game console: it cannot be detached. Era: Prices: $100.-/$150.- The first home game console ever is the Magnavox Odyssey, released back in Now people could play games in the comfort of their own homes rather than at the arcade. The actual game console is very basic; it consists of a box with a few dials, creating an archetype for paddle games. Game control is rather tricky and leaves a lot of room for improvement. The game console featured a few games, but due to its tricky controls and failed marketing tactics by Magnavox it was not that popular. The next home game console in line is the popular Pong game console, released in The system is quite similar to the Magnavox Odyssey, however the controls were improved to be less taxing on the user, making the game more enjoyable to play. This improvement, along with ads on television, made sure this game console was a big success. Interesting to mention is that the creator of this game console would later found the company Atari. The Magnavox Odyssey 100, released in 1975, is an improved version of the original Magnavox Odyssey. It uses a combination of sliders and dials to operate the game and 04

7 CHAPTER 02. History 2 nd generation switch between a small selection of games; a clear attempt at improving usability of the product. The game controllers are part of the game console and cannot be detached, as is the case with all game controllers of the first generation. Popularity of the Pong game console did not go unnoticed and other producers tried to profit off of its success, resulting in the creation of similar game consoles such as the Coleco Telstar released in It is basically not much more than a direct copy of the popular Pong game console. The game console was a real success selling over one million units. An interesting detail is that the consoles were shipped partly assembled: the user had to put on the dials and stickers. Assumed is that this was done to save on assembly costs. Even though the first game consoles were specifically designed for a single game, their design feels rather basic and generic. The Atari Stuntcycle game controller released in 1977 is also aimed at a specific game, but manages to incorporate an experience : the handlebar design adds to the experience of playing a motor racing game, despite the basic technical features being the same as its predecessors and the game not being in first person view. The second generation game consoles offer a wider variety in games. Instead of having the games programmed directly onto the game console, they are now available as cartridges. Era: Prices: $170.-/$300.- The Telstar Combat is the first home game console featuring joysticks. Released in 1977, this game console tried to break away from the rut of Pong copies flooding the market. Its elaborate controls are unique to say the least, however it was not a big success due to saturation of the market. The Atari 400 released in 1979 was primarily designed as a game console for children with its easy to clean surface. The games featured on this console were not new, they were merely a rehash of existing popular games. The joystick however made it stand out from the other game consoles, allowing for more control, which was required for the newer games. Released in 1980 after a successful marketing campaign, the Mattel Intellivision came on the market. With twelve games, better graphics and sound than its competitors, it was quite successful. However, they made promises they could not fulfill: they promised an addon in the form of a keyboard, effectively turning the game console in a home computer, but never released it which did not reflect well on the brand. In 1982, Coleco released the Colecovision: a system with controls comparable to the Mattel Intellivision with its numerical pad and flat joystick. Interesting about this game controller is that Coleco released inserts with every game which could be placed over the numerical pad, thusly creating a different layout of buttons every time. Coleco sold approximately 500,000 units, which was partly due to the popular game Donkey Kong. The Atari 5200, also released in 1982, was created to compete with the Mattel Intellivision. The system featured a revolutionary new controller with an analog joystick, numeric keypad, two fire buttons on both sides of the controller and game function keys for Start, Pause, and Reset. 05

8 CHAPTER 02. History 3 rd generation The Amiga Joyboard, released in 1982, was a Atari 2600 video game console peripheral. It was a balance board that made use of joysticks to determine the position of the user standing on top of it. The Joyboard was mainly intended for a skiing slalom game, but other games were also playable with it. Despite its rudimentary technology, it is comparable to the contemporary Wii Fit board. The third generation introduces the 8 bit game console, which is the beginning of the video game industry as we know it today. During this era, many of the famous video game franchises have been created, such as Super Mario Bros., The Legend of Zelda, etc. This is also the era after the big crash of the gaming industry in 1983 due to over-aggressive marketing strategies and a saturated market. Era: Prices: $140.-/$200.- The handheld game console Game and Watch by Nintendo, released in 1982, would have a bigger impact on the gaming market than could have possibly been predicted. As a handheld console, it needed to be well protected from damage. To protect the dual screens, the console can fold. This feature meant that Nintendo could not use a standard joystick, so they created a flat version of it in the shape of a cross. Unknowingly, they created a new archetype for all future controllers with this directional pad, as it would later be referred to. Controls of the Game and Watch handheld game console turned out to be so comfortable to use, that Nintendo incorporated the directional pad into the controller of its newest 4 th generation game console, the Nintendo Entertainment System (NES). Released in 1985, it is the first popular game console after the gaming industry crash. The game console was off to a slow start and suffered from a lot of issues with reliability. Nintendo supplied shops with licenses to repair their consoles and a product recall followed, reissuing the game consoles with a new motherboard to fix the issues. By doing this, Nintendo managed to regain the consumers trust. The NES Zapper, also released in 1985, is an additional controller for the NES game console. Like its predecessors at the arcade, it uses a light sensitive receptor to operate. Its unique colours and shape still make it the most renowned gun shaped controller to this date. The Atari 2600 Junior, released in 1986, was intentionally kept simple and small to appeal to the younger gamers seeing as competition on the market was quite fierce. However, the game console was never that popular. Released in 1986, the Nintendo Power Pad was one of the first dance floor mat controllers, similar to the contemporary Dance Dance Revolution controller. Users had to step on the buttons to activate them, allowing them to play games to test their timing and coordination, memory, running speed, or allow them to play music with their steps. The fourth generation began in 1987 with the release of the NEC PC engine: the first 16 bit game console. Compared to game consoles of the previous era, the 16 bit game consoles offer much better graphics. 06

9 CHAPTER 02. History Era: Prices: $200.-/$400.- After the NES reigned the market for 5 years, it was time for a new player on the market: the Sega Genesis. Released in 1989, this game console, while graphically superior, had trouble competing with the popular NES. Following an aggressive marketing campaign aimed at both consumers and developers, the Sega Genesis regained ground on their competition, partly due to its wide range of high quality games. The directional pad is also featured on this controller, though the shape is slightly different due to patenting issues. One thing that stands out is the round shape of the controller, allowing for a more comfortable fit. The Nintendo Power Glove is an interesting controller, in the sense that it is the first game controller to make use of movement sensors to interact with the game, and that as early as On top of the glove a regular NES controller is attached. This game controller did not do well on the market, mainly due to the fact that the technology was not mature enough yet to fulfill such tasks. The limited amount of games available for the Power Glove, as well as the chaotic distribution of the product, resulted in its downfall. It would take a long time for Nintendo to attempt such a controller again. The SNK NEO-GEO, released in 1990, looks rather bulky compared to other controllers of its era. However, due to the game console s excellent performance and the arcade style controls, it sold quite a few units. As a successor to the NES, the Super Nintendo Entertainment System (SNES) hit the market in Despite its late start on the 16 bit market, it became the most popular game console of this era. The shape of the controller is more round compared to the NES controller, probably due to both ergonomic reasons as well as a response to the competition. Another interesting feature of this controller is its use of shoulder buttons, which can be operated with the index fingers, a feature still found on controllers today. The Nintendo Super Scope is the first bazooka shaped game controller and was first released in It functions just like any other light gun of its time, but the shape is very unique. It came with a series of unique games, but it was never a popular game controller. Its rather heavy unevenly distributed weight resulted in injuries for the users, and with a short lifespan on its 6 AA batteries it had a lot of negative reviews. Released in 1994, the SNK NEO-GEO CD, as the name implies, makes use of CDs rather than cartridges. While this was a lot cheaper, the games loaded a lot slower. This turned out to be very off putting for users. The game controller itself makes use of a flat joystick and a series of buttons shaped like a directional pad. The flat joystick proved to be very convenient and would soon be copied by other game console producers. This flat joystick is now more commonly known as a thumbstick. The Sega CDX was also released in 1994 and just as the SNK NEO-GEO CD it made use of CDs rather than cartridges. It was overpriced, offered a limited amount of high quality games, and old game controllers were not compatible with this system due to the fact that 6 buttons were required to play most games instead of 3. Even the added shoulder buttons could not save this game console and controller from a certain doom. 07

10 CHAPTER 02. History 5 th generation The fifth generation introduces the 32/64 bit game console. This era is mostly notable for its transition from 2D games and pseudo 3D to fully 3D games. Games could become more complex and intricate and more video and music elements were added. Also, cartridges were slowly phased out to make room for cds: this made games a lot cheaper to produce. Era: Prices: $200.-/$400.- After a failed cooperation with Nintendo, Sony released their own game console in 1995: the Sony Playstation. While Nintendo always targeted families, Sony decided to target young males. This resulted in a less frivolous company image with a sober look. The Playstation s game controller, with its elongated handholds, turned out to be a big success because it was so comfortable to hold. The layout of the buttons is a familiar one though: it is similar to previous game controllers and also featured the shoulder buttons Nintendo introduced. In 1996 Nintendo released the N64. It is clear that Nintendo borrowed the elongated handle design from Sony, however they decided to take it one step further and added an extra one in the middle featuring a small joystick to try and cater to the new 3D games. The extra handhold allowed the user to choose which handle and buttons to use, allowing for a basic personalisation of the product. Soon after the Sony Playstation, Sony released a new controller for its game console in Sony clearly saw merit in Nintendo s idea to use thumbsticks created this controller featuring two thumbsticks that are easy to reach for the user. Within a short period of time, Sony would also release 6 th generation a Rumble Pak, an extension similar to that of the N64. This rumble feature offered force feedback in the form of vibration, enhancing gaming experience. The sixth generation introduces the 128 bit game console. These game consoles perform even better, but what really sets them apart is their capability to store a lot of data and offer online gaming. The latter meant a rise in popularity of first person shooters. Era: 1998-present Prices: $150.-/$300.- With vague marketing tags such as Up to 6 Billion Players, the Sega Dreamcast hit the market in It was the first game console with a built in modem for online gaming. Following competition, the layout of the buttons has changed compared to the first Sega controllers. However, the bulky game controller was not very popular with gamers. Despite huge initial sales and preorders, which could not be fulfilled by Sega, the game console was no match for the competition. An alternative controller for the Sega Dreamcast is the Dreamcast Fishing Rod, released in This special controller was made for the games Sega Marine Fishing and Sega Bass Fishing. In the line of game specific controllers this is rather unique. The Sony Playstation 2, released in 2000, made use of two thumbsticks much like its predecessor of The overall design of the controller has not changed much since then, which can be taken as a sign that the design of the controller was very 08

11 CHAPTER 02. History 7 th generation satisfying as it was. The rather complex shape of the controller of the N64 did not go down well with the target group, so when Nintendo released the Game Cube in 2001 they opted for a simpler controller, much like the controller of the Sony Playstation 2. The layout of the buttons is similar with a few small changes. Later on, Nintendo released a wireless version of this controller, which was the first wireless game controller ever. While the original controller had a vibration function, the wireless game controller did not due to the high power consumption of the electric motors used to generate the vibrations. Microsoft s first venture into the game console world came to life in 2001 with the Xbox. The controller is more round compared to the controllers by Nintendo and Sony, resulting in a more comfortable fit. The layout of the buttons however is very similar to that of the competition. A very special game controller saw the light of day in 2005: the Guitar Hero game controller. While it has clearly been designed for a specific game, this game controller is unique in the sense that it is not limited to a specific game console: it is available for all game consoles. The game controller has a few rather generic buttons which allow the user to operate the game. The shape is what makes this controller unique. The seventh generation game console sets itself apart by featuring wireless controllers. The controllers also start to deviate from their predecessors simply due to technological advances. Also, these game consoles can be used to playback various kinds of multimedia. Era: 2005-present Prices: $200.-/$500.- The XaviXPORT is an odd one out on the gaming market. It uses wireless controllers with human interface sensors to translate the user s movements into actions on the screen. This game console was released in 2004 and it was a forebode of what the future will bring. As successor of the Microsoft Xbox, Microsoft releases the Xbox 360 in The game controller featured with this game console is quite similar to that of the original Xbox, though its design is more streamlined. The layout of the buttons is the same and the logo still functions as an on and off button. This controller has a few fancy new features though: it is wireless (at the cost of the vibration function, for reasons mentioned earlier), and it also has a connection for a headset, allowing the user to communicate with other players ingame. Released in 2006, the Nintendo Wii was the first game console to effectively and successfully make use of motion sensing game controllers. Not only the motion sensing technology makes this controller unique, but also the fact that it is ambidextrous. The game controller can be hooked up to many different peripherals such as the Wii steering wheel and the Nunchuk to enhance gaming experience. The layout of the buttons is quite similar to that of the original NES controller, though one can see that the design has been influenced by that of remotes. Some of the buttons, such as the power button, are level with the surface of the controller. This has been done to avoid accidental shutdowns by the user. This game controller has had some initial issues with the strap: it broke off during use sending the controller flying. This problem was soon fixed in later models. 09

12 CHAPTER 02. History The Nintendo Wii Classic controller has been created to allow users to play old games on their new console. It was released alongside the original Wii controller. This game controller is a mix between the Playstation controller and the old SNES controller. Also, it has no motion sensing capabilities. The Wii Balance Board is very similar to the old Amiga Joyboard, except that the technology used is more reliable and accurate. There is also a difference with the games: while the original games were mainly meant for fun, the games for the Wii Balance Board are more meant for health and awareness. of accelerometers and an RGB LED to determine its position relative to the game console. This kind of game console, and controller, appeals to a target group different from the hardcore gamer base. Other characteristics may be that cds and dvds may become obsolete, instead, content is directly downloaded onto the hard drive of the game console. Lastly, this generation will aim to be fully compatible with the latest high definition screen technology. The Sony Playstation 3 was also released in Again we see that the controller has not changed much at all. The main differences are that the controller is now wireless and it makes use of motion sensing technology. However, this motion sensing technology is barely exploited. 8 th generation This generation has not been identified yet, but certain features can be extrapolated based on the previous generations. The Wii game console has opened new doors with its motion sensing technology. Microsoft is currently developing the Natal (see the image on the right): a game console with a natural user interface using gestures, spoken commands, or presented objects and images. Sony is developing a system similar to the Wii, called the Playstation Wand, as can be seen in the image on the right. This system makes use 10

13 CHAPTER 02. History Button layout As is clear from the analysis of the game consoles and their controllers, the layout of the buttons is paramount for a game console s success. The image on the right displays the layout of the buttons in the consoles as defined in chapter one. All of the game consoles and controllers discussed on the previous pages can be found on this overview as well. Similarities between the layout of current game controllers is quite clear in this overview, as is the evolution and how brands borrowed popular and effective designs from each other. 11

14 Chronological timeline The following timeline will give an overview of the evolution of game controllers as defined in the introduction. The game controllers in this overview are not arranged by brand but by general type. This is because the shapes and colours are often very specific per brand, which could paint a misleading image and obscure the core type of game controller. From the overview it should be clear how the archetypes took shape and how they existed in multiple variations thanks to different interpretations by different companies. Lastly, the images are not on scale. 12

15 13

16 14

17 15

18 CHAPTER 03. Product phases Product phases In this section the product phases will be analysed based on the research done and using the ten characteristics as described in the product phase theory provided by prof. dr. eng r. A.O. Eger. Those ten characteristics are: 01. Newness 02. Functionality 03. Product development 04. Styling 05. Number of competitors 06. Pricing 07. Production 08. Promotion 09. Service 10. Ethics Performance phase Period: Before the first home game consoles were created, arcade halls were very popular as entertainment for the masses. A technology push made it possible to create similar games for home entertainment: components were finally small and cheap enough to allow this to happen. The fact that the home game controllers only barely functioned did not seem to matter, however, product development is aimed at improving the function, as can be seen with the Pong game controller (1975) compared to the first Magnavox Odyssey game controller (1972). Not only the controls are subject to improvement, the amount of games that can be played on the game consoles is being worked on too. While the first few game consoles only allowed the player to play one or two games, the Telstar Combat (1977) already allows the player to play a whole range of games. Form giving is not important at all at this stage: the shape of the product is defined by its function. The first game console (1972) is nicknamed brown box for a very good reason. Clearly attempts are made to improve on the exterior of the game consoles, as can be seen with the Magnavox Odyssey 100 (1975), but most do not seem to bother with this aspect too much. The limited amount of games played on the game consoles determines the shape - because the controllers are so specifically designed for a certain game, there is no clear archetype yet and the shape changes a lot. There are not that many competitors on the market of game consoles, it is mostly producers copying existing versions of popular games, Pong being the absolute favourite. Innovative competitors however are hard to find. Prices of game controllers are hard to define, as the game console and the game controller are often still one and the same. As is described in the history section, prices of game consoles in this period are about $100.-/$ Production and assembly of the game consoles and controllers is still very basic: it is all done by hand and most game controllers contain very few parts. They consist of a few dials and slides at best. The Coleco Telstar (1976) even goes as far as to ship their product partly assembled: users have to put on the dials and stickers themselves. This was done to save on assembly costs it seems. Promotion is a rather odd one out when it comes to game consoles. Atari (1975) for example is not one to wait it out: they actively undertake measures to make sure their product is known amongst the masses. Both Atari (1975) and Mattel Intellivision (1980) do this in the form of television and magazine ads. Some of the producers do not undertake such active measures, such as Magnavox (1972) who stuck to advertising at fairs, but they found out straight away that active advertising was important to sell their product. 16

19 CHAPTER 03. Product phases Ethics and service of the company are of no concern to anyone as of yet, this is especially clear due to the fact that the market is flooded with copies of the game of Pong. There is one exception to this however, which is directly linked to the Mattel Intellivision s (1980) promise to create a keyboard for their game console. They did not live up to this promise, but eventually had to create it anyway by court order. Overall, the performance phase seems to be exactly linear to the first generation of home game consoles. Optimisation phase Period: The product is no longer new to the market; consumers are very aware of the product. In fact, the gaming market crashes in 1983 due to a saturation of the market and a loss of trust by the consumer in the unreliable game consoles. This is not conform the product theory at all. In 1985 trust is regained mainly by Nintendo with the NES. Despite the problems the NES system experienced with reliability, they managed to regain the consumers trust by licensing shops to repair their consoles and by recalling their product and reissuing a new motherboard for their game consoles. It is clear that producers still struggle with finding a decent archetype for their controller, one that allows multiple games to be played with their game consoles. Nintendo seems to have found a good archetype by sheer accident with their Game and Watch (1982). Before that period producers seem to focus on joysticks and how those can be improved. The shape of joysticks changes to make them easier to hold, as can be seen when one compares the Atari 400 (1979) with the Atari 5200 (1982). The form is still very much determined by function, by the type of game, and by attempts to make the designs more general. There are still not that many competitors around: again the same issue arises as in the performance phase. All game controllers are still permanently connected to the game console, leaving the producer of the game console as sole producer of the game controllers as well. The prices of game consoles in this period are about $170.-/$300.- which is rather on the high side and not entirely conform the product theory. Assembly is still done by hand, as this is most cost effective. However, the game controllers are starting to become more complex, which means they contain more components. Promotion has become more aggressive compared to the performance phase, and is done through fairs, ads on television and in magazines. Besides Nintendo, no companies have bothered with organised service towards their customers, even though the gaming market crash of 1983 clearly shows that it is necessary to regain the consumers trust. Ethics and service of the company are of no concern to anyone still, though it is appreciated as is clear with the NES case. Itemisation phase Period: current The product has been very well known amongst the consumer base for a while now. That has only improved over time, as far as this was possible. On the timeline it can be seen that ever since the creation of the first archetype of game controller, with the NES (1985), the game controller has developed to improve ergonomics, performance and reliability. While the first joysticks would still suffer from premature malfunctioning, such as the SNK NEO-GEO (1990), 17

20 CHAPTER 03. Product phases the new thumbsticks are clearly better designed (N64, 1996). Looking at the shape of the controllers, ergonomics has become a lot more important. Compared to the square shaped controllers back in 1985 (NES), controllers started using round shapes quite soon, see the controller of the Sega Genesis system for example (1989). Ever since then, the shape has been improved further and further, with as an important landmark the controller of the Sony Playstation (1995) and soon after the second Sony Playstation controller with the dual thumbsticks (1997). Bulky controllers such as the Sega Dreamcast (1998) suffer from their lack of catering towards the consumers ergonomic desires. As controllers are becoming more and more complex, the amount of components is increasing rather than decreasing, which is not conform the product theory. This can be explained by the need of more functionality in the game controllers, which results in more buttons and buttons in different places. Due to this increasing complexity assembly is still mainly done by hand. Production however is automated. Functionality of the game controllers is still growing: for example the Xbox 360 (2005) offers a headset function, a function which all previous controllers did not possess. Or take the wireless function for example, which was introduced with the second N64 controller (2001). The problem with determining prices still exists: prices of game consoles are around $140.-/$ Game console producers are still dominant when it comes to production of the game controllers used with their game consoles. The amount of competitors of the market has grown steadily, a few main competitors can be identified such as Sony, Microsoft and Nintendo. Promotion is comparable to the optimisation phase, but is no longer just limited to television and magazine ads. Now advertisement is also done via the internet, such as reviews and through peer-to-peer communication. Companies have to offer a decent organised service: consumers are very picky. For instance the Xbox 360 suffers/suffered from the so called red ring of death - such a systematic malfunction can be devastating for a company if not handled correctly. This pattern of ever increasing service towards the customer started with the NES (1985). Social behaviour of the company however still does not play any significant role. Segmentation phase Period: current Awareness of the product has not improved since the itemisation phase due to the fact that the product was already very well known. This is the first time that is entirely conform the product theory. Special editions of game controllers have been around for ages, in fact the first one already existed in 1977 (Atari Stunt Cycle). The Atari Stunt Cycle game controller however was a very basic one: it used the same components in a different configuration. The trend of special editions has continued ever since then, with the NES Zapper (1984), the Dreamcast Rod (1999), the Guitar Hero guitar (2005) and the Wii peripherals (2006). To call it segmentation would be a bit rash with the first few special controllers, it is not until the Dreamcast Rod (1999) that it is so specificly designed for a single purpose that one can really call it segmentation. Styling of the product is very important, one can identify the different target groups by looking at the image of a brand. For instance, Sony Playstation (1994) very clearly profiled itself as a brand aimed at young men with its sober look and serious games, while Nintendo profiled itself as a brand aimed at families and fun which reflects in the design of the game consoles and the colours used. There is a wide range of game controllers available, and more than ever they seem to borrow (popular) features from each other. However, one can also notice a standstill in the designs due to reaching a state where it can no longer be im- 18

21 CHAPTER 03. Product phases proved. This can be seen with the lack of changes between the design of the Sony Playstation 2 controller (1997) and the Sony Playstation 3 controller (2007). It is also visible, though to a lesser extent, with the Microsoft Xbox controller (2001) and the Microsoft Xbox 360 controller (2005). One does still see that functions get added: for example the Xbox 360 (2005) offers a headset function, a function which all previous controllers did not possess. Or take the wireless function for example, which was introduced with the second N64 controller (2001). Prices of game consoles are around $200.-/$ Game console producers are still dominant when it comes to production of the game controllers used with their game consoles, though one sees a clear increase in production of game controllers by third parties. These game controllers are often inferior in quality and thus cheaper. Also, these game controllers cannot offer any added functionality because the game consoles do not allow it. a revolutionary step instead of an evolutionary one. Considering the evolutionary step of game consoles to incorporate multimedia functionality in their design, one could foresee that game controllers could perform a broader function in the near future. For instance, one could operate more than just the console with it, perhaps a television, a radio, or one day in the future maybe even a car. As for the type of game controller shown in the upper line of the timeline: the hardcore gamer will always want that sort of functionality and control over the game they are playing - they want to keep a certain level of tactile control. Production is highly automated in this stage, though assembly is still done by hand. Presumably this is done because it is cheaper, no other reason besides that. Promotion, ethics and service are the same as in the itemisation phase. Individualisation and awareness phase Period: n/a These phases are not relevant for the game controllers as they are now. With the 8 th generation game consoles, one may see a shift towards the individualisation phase. The Wii controller for instance is already widely used in a lot of peripherals. It is also adapted by enthusiasts to perform functions different from the original ones. With the Microsoft Natal, which lacks a physical game controller and rather just registers movement of the user by cameras and sensors, one sees 19

22 CHAPTER 03. Conclusion Conclusion In this section of the report, a summary will be given of the research done and the conclusions drawn. For the product phases this will be done with a table listing the characteristics of the product theory per phase and how well it applied to the case of game controllers. In the case of game controllers: the analysis fits the first four phases of the product phase theory. The game controller is currently both still in the itemisation and segmentation phase. The game controller as a product has not entered the last two phases (yet), though it is expected to enter the individualisation phase soon with the arrival of the 8 th generation game console. There are a few discrepancies with the product phase theory however, as mentioned in the previous section. The main discrepancy is related to promotion: ever since the second game console active advertising took place on media such as television. This does not fit the first two product phases. This phenomenom can be explained by the experience the companies have that produce the first generation of game consoles. They seem to know very well how to reach the masses to make them aware of the product in order to stimulate sales straight off the bat. As can be seen with the first game console by Magnavox Odyssey (1972) they failed to actively market that game console and suffered the consequences for it. Besides that, arcade halls and computers in general were already very well known and did not need much further explaining towards the general audience - the technology was merely brought to their homes. Another discrepancy is the price: in the case of the game controller the game controller was a component that could not be attached from the main game console. As such it could not easily be replaced or produced by third parties and the price of the game console dictated the price of the game controller, effectively creating a monopoly position for the game console producer. It is not until recently, that one can actually see a change in this: nowadays there are a lot of third parties producing cheap controllers for popular game consoles. Production is another characteristic that deviates from the product phase theory: game controllers grew from very simple boxes to separate complex products. This increased the amount of components inside the controller, which goes against the product phase theory. Lastly, one can see that technology and the types of games that this technology allows to be played directly determines the evolution and the shape of the controller. Possibilities for future phases have been explained in the previous sections. The product may start in the indivisualisation phase soon due to the 8 th generation game consoles. But besides that the game controller as a product is expected to remain in the itemisation and segmentation phases for now, most likely longer in the segmentation rather than the itemisation phase judging by the standstill in the designs due to reaching a state where it can no longer be improved: see the Sony Playstation 2 controller (1997) and the Sony Playstation 3 controller (2007). 20

23 CHAPTER 04. Literature list Literature list 1. Eger, A.O., Evolutionare Product Ontwikkeling, publisher Lemma bv, Den Haag, ISBN Eger, A.O., Bonnema, M., Lutters, E., Van der Voort, M., Productontwerpen, publisher Lemma bv, Den Haag, ISBN BBC NEWS Technology The evolution of game controllers, accessed December Wikipedia, the free encyclopedia, accessed December A History of Home Video Games from Atari to Xbox, Playstation and Wii, accessed December Evolution of the Game Pad, accessed December Controller Evolution Gamer Limit, accessed December Evolution of Controllers Kombo.com, accessed December "History of video game consoles, accessed December Where Gamers Do More Than Just Play, accessed December CONSOLLECTION, accessed January

24 CHAPTER 05. IDEA Introduction IDEA In this part of the report an extensive analysis will be done into one specific game controller using the IDEA theory: Industrial Design Evaluation Analysis by eng r. R.E. Wendrich. This game controller will be disassembled and all parts will be thoroughly analysed, from production to assembly. A cost analysis will also be made, and a few extras have also been researched, such as relevant patents and how the Wii controller concept was developed. The choice was made for the Wii game controller as this particular game system seems to have laid the basis for future game controllers. Wii Controller The Wii game controller, often referred to as the Wiimote, is the primary controller for Nintendo Wii s game console. What sets it apart from other game controllers is its capability to sense motion through the use of accelerometers and an optical sensor. There are many attachements available for the Wii game controller, of which the Nunchuk is the most well known. For the purpose of this report, analysis will be limited to the main Wii controller as is displayed on the right side of this page and on the front page of this report. 22

25 CHAPTER 06. Development Development Back in 2001 Nintendo started experimenting with motion-sensing game controllers. In their quest for the best motion sensing applications, they licensed a number of patents from Gyration. Gyration was and is a leading company in the field of motion sensing technology applied to controllers such as mice, keyboards and remotes. Nintendo did not stop there and decided to bring Gyration in to aid Nintendo in the development of a revolutionary new game controller. Later on Nintendo even became an investor in Gyration. To help Gyration pitch their ideas during this intriguing cooperation with Nintendo, they hired a team of designers led by Matt Presta from Bridge Design. Based on a requirement to roughly preserve the existing Game Cube button layout they created usability concepts that would work for both one- or two-handed gaming. Experiments with different configurations through sketches, models and interviews with various hardcore gamers lead to the designs as displayed in figure?.?. Gyration decided to go for the safe option by choosing the quick-release idea as it could work for split-handed gaming without shaking up the already oldfashioned two-handed controller paradigm. This concept was know as the GyroPod. 23

26 CHAPTER 06. Development Gyration presented this concept to Nintendo, along with an impression of how it would be used for gaming, as is displayed in the original slides in figure?.?. With the GyroPod concept, Gyration had stumbled upon a game controller that would change the concept of gaming entirely. It still took five more years to mould the GyroPod concept into the Wii as we know it now and it hit the retail market in the United States by the 19 th of November

27 CHAPTER 06. Functionality Functionality The Wii controller is remarkable in its shape as well as its functionality. Rather than making use of the conventional two-handed gamepad design of its predecessors, the Wii controller makes use of a one-handed remote control shaped design. The casing of the Wii controller measures 148 mm in length, 36.2 mm in width and and 30.8 mm in thickness. This choice of shape is not coincidental: a remote is an archetypal shape, one which defines its use by its shape, namely pointing. The controller s symmetrical design allows it to be used in either hand, which is unique for game controllers. Accelerometers The Wii controller senses movement of the user with its accelerometers (figure?.?). Inside an accelerometer, silicon springs anchor a silicon wafer to the rigid controller. As the controller is moved, the wafer presses onto the springs. The faster the controller accelerates, the more the wafer moves relative to the rest of the chip. The accelerometer monitors the position of the wafer by measuring capacitance in different directions. When the controller is moved forward, the capacitance increases at the back of the wafer and decreases at the front. Using this method the system can detect movement in all 3 directions and can translate real-life movements into movement on the screen (figure?.?). Sensor bar However, accelerometers alone can not provide complete control: small positional errors add up over time. To overcome this problem, Nintendo added a sensor bar (figure?.?) that needs to be placed on top of, or under, the television. This sensor bar contains a series of 10 infrared LEDs in specific angles divided into groups of 5 on either side. The sensor on front of the Wii controller detects the infrared light emitted by the sensor bar and can use it to triangulate its position relative to the television - the sensor on front of the Wii controller basically functions as a digital camera that only registrates infrared light. For the purpose of this report as well as time restraints put on the project, this part will not be explored further. Data communication To communicate the data gathered by the accelerometers with the console, the Wii controller communicates wirelessly via short-range Bluetooth radio using the Broadcom bluetooth controller chip. With this technology it is possible to operate up to four controllers as far as 10 meters away from the console. However, to 25

28 CHAPTER 06. Functionality utilise the pointer functionality the Wii controller relies on the optical sensor and thus must be used within five meters of the sensor bar. The way all these separate components communicate with each other can be seen in the diagram on the bottom right. On the next page an overview of all the components on the circuit board can be seen, which explains all of the functions listed in this section, as does the image below in a more general fashion. One more interesting part to mention is the rather large capacitor that can be seen near the Nunchuk connector on the bottom side of the circuit board: this large capacitor is meant as a buffer in case movement by the user is so fierce that it actually briefly disconnects the batteries from the battery connectors. 26

29 CHAPTER 06. Functionality 27

30 CHAPTER 06. Production Production In this section production of all the components that make up the Wii controller will be explained. In the exploded view on the right, all components of the Wii controller can be seen. These components are: 01. Casing top 02. Top buttons 03. Insert top buttons 04. Silicon pads top buttons 05. LED cover 06. Speaker plus speaker cover 07. Circuit board 08. Silicon pad bottom button 09. Clip 10. IR cover 11. Motor plus rubber casing 12. Battery connector 13. Rubber dividers 14. Bottom button 15. Casing bottom 16. Screws 17. AA batteries 18. Casing lid The Wii controller has a total of 39 components, of which 4 are linked to the casing, 9 to the buttons, 7 to button inserts, 4 to silicon pads, 5 to the circuit board, 2 to the speaker, 4 to rubber protectors, and 4 to the screws. The production of these components will be explained on the next few pages in the sequence listed. 28