Greatness awaits. Two men don their armor and swing their weapons, a giant battle axe against two short swords. The axe falls and the battle is over. Two men race their sports cars through the countryside, mountains rising up on both sides as they jockey for position. One car aggressively bumps the other so it hits the guard rail and overturns in a shower of sparks. Greatness awaits. Two men lead their futuristic armies as they wage a bloody war to defend or overthrow a city. They march bravely through the noise, the confusion, the blood. Greatness awaits.
Greatness awaits. Greatness is there for the taking, if only you’ll reach out and take hold of it. This is the promise of Sony’s campaign for the new PlayStation 4 gaming console. It is the theme of their marketing, the challenge of a commercial that has been viewed on YouTube almost 12 million times and many more times in other media. The commercial and campaign have been received with great enthusiasm. Men get it. They want it. They respond to it.
We hear a lot of complaints today about men and their video games. We know now that the average gamer is not a thirteen-year-old boy burning up those hours between getting home from school and eating dinner with his family (though certainly teenage boys do love their games). There has been a massive demographic shift so that today the average gamer is a man in his twenties or thirties who owns a $1,000 widescreen television, plugs in his $400 console, loads it up with $70 games, and regards gaming as his hobby.
I have often wondered why it is that men are so drawn to video games. What is it in the male consciousness that responds to these games and keeps going back for more? I think Sony may have captured it in this brilliant campaign: Greatness awaits.
Most of us live very ordinary lives, lives that are consumed with far more drudgery than excitement. Even the most interesting jobs involve endless amounts of maintenance and paperwork. We know we are doing the right thing, the good thing, when we go to the office and put in our hours and have a salary deposited into our bank accounts every couple of weeks. It is the right thing to do, but it’s all so humdrum.
Video games offer the action and adrenaline missing from our lives. But even more significantly, video games offer the allure of accomplishment, the allure of greatness. We don’t play games to lose, but to win. We don’t play to be the vanquished but the vanquisher. We play to triumph, to conquer, to overthrow and overcome, to do the things that are so far outside our experience of life. Our nerves grow taut, our palms sweat, our hearts beat faster. In a column at Family Studies, Amber Lapp says games offer “an ‘escape’—as one 23-year-old unmarried father put it—from the duties and drudgeries of reality.”