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Many designers share a futuristic vision of gaming in which games move beyond player-versus-machine into something much more exotic.
"Episodic" gaming, in which new add-ons for console games can be downloaded for a fee, is gaining ground.
The notion of episodic gaming, in which players pay for each small chunk of a game, may help redefine how games are produced and consumed.
The company makes money off of a subscription-model for monthly gaming, in which users pay $4.99 for unlimited access to Flash social games on Facebook and MMOs.
Guillemot envisages a new era of collaborative gaming in which players draw non-gaming friends into specific group challenges.
These fans see themselves not only as consumers of popular culture, but as participants in its making, which may be why the exemplary form of fantasy culture is not reading or movie-going but gaming, in which each player can be the hero of his own saga.
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His original breakthrough game, SimCity, released in 1989, helped inaugurate an entire genre of gaming: the "god game," in which the player supervises a bustling and multifaceted system, managing resources, juggling different objectives.
Analysts say Electronic Arts has also invested more heavily than its competitors in mobile games, so-called casual gaming and massively multiplayer games in which players compete en masse over the Internet.
While they won't be cheap, they will signal a new era in gaming, one in which long-held truths about game design will no longer apply.
You put it on your face and suddenly the gaming world in which you've been running around slaying dragons or shooting marines isn't just on a screen in front of you, it's all around you.
Of course, in our world, where folk willingly spend hours driving around Grand Theft Auto beating up call girls, it's not much of a leap to imagine a 3D future gaming environment in which jaded punters can use their listless trigger fingers on fleshy avatars with beautiful eyes.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com