Anything But Casual: The Popularity of Hidden Object Gaming

by Jennifer Brough, PR Strategist, The Anderson Group
Email comments to jbrough@theandersongrp.com.

I spy with my little eye… How many of us have heard or uttered that phrase while on a particularly long car trip, either as kids or as harried parents? It serves as a distraction, a momentary shift where your brain is focused on finding something pink that begins with the letter “r.” Before computers and mobile devices, Highlights magazine featured its version of the game, called Hidden Pictures, starting in 1946 and continuing in every issue since. Of course, “Where’s Waldo” became a national fad as fans studied detailed drawings in search of Waldo’s distinctive red-and-white-striped shirt – though beware the red herons throughout.

This familiar game doesn’t have complicated rules or ask trick questions. Given its universal appeal, it’s no surprise, then, that hidden object games have found a broad and devoted audience when played online by laptop, tablet or smart phone.

The Casual Gamer
In the past, it was easy to stereotype typical gamers as lone young men locked in their rooms, unblinking and yearning to master the latest technology through high scores and accolades from those with similar obsessions.

According to new reports, however, the US gaming population has more than doubled in the last three years, jumping from 56 million in 2008 to 135 million in 2011. While much attention has been foisted on women aged 35 to 65, who count themselves among casual gamers, it’s actually toddlers who are considered one of the fastest growing populations. Generally, if you have a child between the ages of 2 and 17 who is NOT playing video games, he or she is in the minority.

Also affecting the demographic landscape is the acceptance of mobile devices, which serve as a primary platform for gaming. No longer are you reliant on game consoles, stationary computers or laptops, for that matter. Now, we are completely mobile and able to game whenever the mood strikes.

Evolving HOGs
That said, the look of the casual gamer has drastically changed, and with it, so has the typical hidden object game, referred to as HOGs, for short. Yes, the technology still stems from a point-and-click mindset, but users want more from the experience. Rather than moving through templated scenes where the same apple is “hidden” in the same place every time, gamers now demand compelling stories with thoughtfully developed characters in which to immerse themselves. As a result, games have stepped up their approach, while again borrowing from what has worked in the past: serial storytelling.

Case in point: From a developer’s standpoint, Big Fish Games sits atop all others when it comes to the design and launch of hidden object games. A scan of their top 100 PC games reveals eight of the top ten fall within this genre. Number one on the list is the third in a series on Ravenhearst Manor, where unlocking clues (i.e., finding hidden objects), will also reveal the stately home’s mysteries. Escape from Ravenhearst is marketed as “an intense psychological thriller that may reveal deep-seated fears.” Reviewers have suggested the game to be chilling, disturbing and sometimes disgusting. This is not your child’s Highlights!

Today and Beyond
Going forward, we predict the audience to continue growing within this genre, as long as the dedication to great storytelling remains firmly in place. It was an element we explored with our holiday card, which features hidden finds from 2011, courtesy of The Anderson Group employees. How do you create an experience for your audience? How can you keep them engaged and encourage their willingness to share with others? These aren’t new questions, but the means to deliver the right answers continues to shift as new and accessible technology enables us to tell our stories with purpose.