Five things on Friday #367
Things of note for the week ending Saturday April 13th, 2024.
Things of note for the week ending Saturday April 13th, 2024
INTRO
FIRST THING FIRST.
A big fat sorry to all of you that tried to access the JWT Planning Guide 1974 last week. Because I'm an idiot I linked you to the Google folder and not to the actual doc.
So if you still want to read it, this link should actually work now: JWT Planning Guide 1974 [PDF].
Thank you and again: sorry.
Right then, where were we?
Yes! Hello hello.
Welcome to Five things on Friday #367.
How's your week been?
It's FINALLY coming to the end of the Easter break here in the UK and I'll be honest, it's been actually LOVELY to spend so much time with the little ones.
My heart is full and I am replete.
As I write this introduction to you now it's Friday April 12th, I'm leaving the house shortly to grab lunch with some friends (specifically, Marshall Manson of Professional Lunch + friends) and I can't wait. The sun outside looks gorgeous and SPRING is SPRINGING.
Are you feeling SPRINGY? ARE YOU?
OK good.
What else can I tell you?
It has been a good week. Saw a bunch of friends (old and new), attended a great event/conference (more on that in a bit), and took a couple of v exciting meetings.
Broadly, there's just a sense of a warmer embrace of what's ahead floating in the air and I'm happy.
I hope you are too.
Leaning forward.
Always forward.
On that note, shall we crack on with the things?
LET’S. TO THE THINGS!
THING 1: CELEBRATING CMAT
For no real reason whatsoever, we're just going to kick right off with this magnificent CMAT live performance - as featured on Graham Norton a few months back.

I watched this when it was on.
I watched it again on YouTube afterwards.
Aaand I've watched it at least seven times times since. In fact, I think I'll watch it again now.
It's up there with Amy Lennox at the Oliviers for me.
Watch. Enjoy. Watch again.
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And - to indulge me a 'make this about work for a minute' interlude - watching this reminded me of the best definition of great content I've ever seen.
Great content is defined simply as this:
'I want to spend time with it, I want others to spend time with it, and I want to spend time with it again'
What's your definition of great content?
THING 2: LIFE SENTENCES

Just before I had to dash out to lunch on Friday, I was lucky to enough to grab a ticket to James Caig's new series of events 'LIFE SENTENCES'.
I missed the first one (too popular!) but I was hot for round two and managed to score a ticket as it went live. It's not recorded, it might one day be written up, but it's proper 'be there or miss it' stuff.
What kind of stuff? Well, James describes it as:
"[Life Sentences is] a bi-monthly forum about (and for) strategists who write.
Over the course of an hour (and a bit) we reflect on the extra-curricular writing experiences of three guests. It’s three people who do strategy, talking about the writing they don’t have to do as part of their strategy role.
We explore (and celebrate) many different forms of writing practice, with newsletters and industry articles, poetry and screenwriting, novels and non-fiction all fair game.
I sometimes (but not always) over-rely on brackets to describe it.
The aim is to see what we can learn about strategy from writing, and what we can learn about writing from talking about it. It’s also, if I’m honest, an excuse to meet with brilliant and talented people and talk about what we do."
(As a complete aside it is pleasing to know my namesake and I share an over reliance a love of brackets).
And yeah, Friday morning I listened to some BRILLIANT writing. Poems. Thoughts. Words. Stuff that makes the hair on the back of you neck stand on end. Among people (well, strategists) that care about - and have an appreciation for - writing.
So here's three things about LIFE SENTENCES #2.
I'm not going to tell you much more than what I've written below because there's something quite beautiful in the transient nature of James' thing. Ha. Sorry. Rubbish but dems da breaks.
I AM going to impress upon you to attend the next one (obvs).
One thing I will share is this link that speaker Lisa Baird (whose voice is like golden syrup and I could listen to her read for hours) shared as part of the Q&A about how to shape a story -

A gift.
From Lisa, via James (and now me) - to you.
And follow James Caig on LinkedIn to ensure you don't miss the next edition.
Ps. I once hired James Caig to run strategy training sessions for a client services team. He was great - and we've been in touch ever since. James also does training for the APG. So, y'know, keep an eye out for his stuff. He's smart!
THING 3: THIS WEEK IN... GAMING
Three broad topics this week.
And if you usually skip over this bit, maybe stick around. There are some interesting meta-trends here that might be decent soundbites over your next client dinner/lunch.
The three topics are:
'The Perennial Game'
Three things I learned at London Dev Conference (LDC)
The BAFTA Games Winners
So let's get into it.
Let's talk about 'THE PERENNIAL GAME'
A couple of weeks ago, Kotaku reported that 60% of playtime in 2023 went to games that were six-years-old OR older.

Getting into it, it's true - and as BIG as the games industry is today, getting a NEW game OUT and into the hands and eyes of players [who are already committed to other games] is HARD.
And we'll get to that in a minute.
However, in response to the above data, contributing editor at GamesIndustry.biz, Rob Fahey, put together this article regarding 'the perennial game'.
"The era in which old games were effectively swept off the shelves by technological progress every few years is over. There will still be new games that wow and amaze with their technical prowess, just as even after a century there are still new movies whose special effects amaze us – but games face a future more like that of movies, with their decades and decades of back catalogue still accessible and enjoyable to audiences.
That necessarily requires a transition in how we think about the business models for games. It creates new opportunities – but it also creates a requirement for some people on the business side to calm the hell down and get comfortable with the idea that some of your products are going to be out in the world, being enjoyed, and not earning you a dime, because you already had your dimes from that sale."
Games are changing - have changed - I think perhaps forever. Passing through/into that moment in time where they're good enough, no matter when they've come out. Kind of massive, right? And as a result platform/headline/franchise games are taking up an arguably disproportionate amount of playtime. What does that mean for [games, brands, publishers, developers, players in] the future?
It's something to noodle on.
And it leads me nicely to our next topic for this section:
THREE THINGS I LEARNED AT LONDON DEV CONFERENCE (TTILALDC)
TTILADLC #1: THE DATA IS MORE INTERESTING THAN THE HEADLINE
So, yeah. That data and research reported above that came from Newzoo? Well, someone from Newzoo was at LDC to talk through the findings.

Tianyi Gu, market analysis lead at Newzoo, gave a fantastic presentation talking the important stats and figures behind the PC and Gaming market in 2024 and beyond. I wrote up a few bits on this particular talk already (over on Linkedin) but what I will say is: you can download the trend report and read through it yourself right here.
It's a good read - especially if you're a client with an agency pitching you games-based things (or if you're an agency looking at doing something games-based). Data matters.
TTILADLC #2: 'AI IS ALREADY IN GAMES (YOU IDIOTS)'
In probably my favourite talk of the day, Dr Tommy Thompson took the room through a whirlwind tour of exactly where, when, and for exactly how long artificial intelligence has been applied to video games.

Once more, I cannot compel you enough to go read Tommy's main write up of the topic - or just watch the video at the link (which Friday's presentation was a version of).
So much insight, truth, and clarity delivered through the lens of knowledge and experience. A video games AI expert talking about AI in video games.
You'll learn something.
TTILADLC 3: THERE IS LIGHT BUT WE HAVE TO OWN IT AND WE HAVE TO CATER FOR IT
A recurring theme, against the backdrop of all the games doom and gloom, there is light in the gloom. So many people are playing games.
But are they all being catered for?
'Arguably, only Lego and Nintendo are making games FOR children'. So said Keza MacDonald in her fireside interview with George Osborn.
'The least interesting thing about the games industry is how much money it makes' - she said, expressing boredom at the constant £££-based stats used to drive gaming-industry-related headlines.
'We have an industry aching to prove its value but it is ignoring its own cultural significance. What about how games bring people together? What they mean to people? How they change lives? How they save lives?'
It was a great call to action. Interestingly, Keza also touched upon the perennial game 'issue'.
'Games used to be preview, review, dead. But they are now at the point where a ten year old game is actually playable (vs the 80s vs 90s). Games that update, engines, remasters. Quality (and frankly, an accessibility) of games is now at such a stage that they are playable no matter what. Which perhaps, finally, might be the final click into place that brings it in line with all every other mainstream entertainment media. What does that mean for what's next?'
It was a great conversation - and you can read more of Keza's stuff over on the Guardian.
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Finally, my photos from the day are available here and I should say, for transparency, the organisers of LDC comped me a ticket (thanks gang) but they did not attach any terms to that freebie. The above write up is all me :)
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THE BAFTA GAMES WINNERS
THE big moment of the year in the games calendar - the BAFTA Games Award 2024 - took place this week.
And you should know the winners and why.
There's some great coverage - including a full overview of which games won - over on BBC News.
Spoiler: Baldur's Gate 3 won a LOT but some great little newcomers rightly picked up some statuettes too.
Go get!
THING 4. LET'S POUR ONE OUT THE FOR HUMANE AI PIN
A few FToF's ago (see #361's bonus section) I shared the link to the Human AI Pin website and [bizarre] announcement video.

At the time I described The Humane AI pin as 'a piece of hardware designed by people that have never taken public transport'
Well, the reviews are in this week and it turns out you can add never - 'been outside', 'used a phone', and possibly even 'used their own product' to the above descriptor.
Because, in news that has shocked the world (and by 'the world' I mean 'absolutely no one outside of San Francisco'), it turns out that the Humane AI Pin is a complete load of rubbish.
'..Should you buy this thing? That one’s easy. Nope. Nuh-uh. No way. The AI Pin is an interesting idea that is so thoroughly unfinished and so totally broken in so many unacceptable ways that I can’t think of anyone to whom I’d recommend spending the $699 for the device and the $24 monthly subscription.'
Sorry, it's $699 for the device AND THEN THERE'S THE SUBSCRIPTION FEE ON TOP? LOL WHAT.
WIRED's take was also fairly withering:

So yeah.
The Humane AI Pin is demonstrably bad and almost certainly DOA.
People actually preordered this.
Can you imagine? Lol.
5. LET'S FINISH THIS WEEK WITH THE DISCOVERY OF OVER 50 NEW SPECIES OF FISH

'Stretching thousands of miles off Chile’s coast to Rapa Nui, also known as Easter Island, the Salas y Gómez Ridge is a vast underwater mountain range in the Pacific Ocean.
During a recent 40-day expedition, an international team of scientists discovered that the area is home to 160 species not known to live in the region, 50 of which are thought to be entirely new to researchers.'

Utterly mind-blowing.
BONUS SECTION
THIS IS THE BONUS SECTION. BONUS LINKS THAT BUMP US OVER FIVE THINGS BUT DUE TO TIMING AND SELF-IMPOSED WRITING RESTRICTIONS ARE LIMITED TO PITHY COMMENTARY ONLY.
ENJOY.
I really enjoyed this piece from Amol Rajan reflecting on his first series presenting University Challenge. I hope he continues to present it for many years to come.
Avanika Sagar here with a great 'outsider' perspective on UK Christmas TV ad culture. We take it for granted - because it's our 'norm' - but what if you're from a background that doesn't traditionally even celebrate Christmas?
Late night with The Devil looks like it might be quite fun.
Engadget is reporting that FANTASTIC INDIE GAME DREDGE is going to be turned into a movie. One: play Dredge. Two: this is great. Congrats - and good luck - to all involved.
Are the Tories deliberately posting terrible social media? That's the question Politics Home asked me (and others), the answers are on the link.
LONG time readers of FToF will recall my mentions of Conan O'Brien in the past. I have a lot of time and respect for his journey. Anyway, he's on the press round at the moment promoting a new show and while his Tonight Show interview is good, his appearance on Hot Ones is GOD TIER. An incredible turn.
Zoe Mann is a great and talented young strategist. Sadly recently laid off by her employer, Zoe is on the hunt for a new strategy/planning role in London. Can you help?
Another week, another mention of the 1974 planning guide. This time from Martin Weigel. I had coffee with Martin recently and London adland (and AMV specifically) is enormously lucky to have him.
NPR [rightly] defends its journalism.
I can't remember if I mentioned it at the time but Netflix Games for TV are now in beta.
X-Men 97 Episode 5 didn't have to go as hard as it did but my GOODNESS if you're not watching this show please fix that immediately. For those of you that ARE watching it, this is a great article on how Xmen 97's composers evolved the theme tune for the update.
I LOVED The Design/Play/Disrupt exhibition at The V&A. This write up of one of the installations (specifically: Bloodborne) by the exhibition's curator, Marie Foulston, is a great accompanying read.
'Why nothing is as strategically effective as ego and delusion' - banging words from Rob Campbell
Could a video game developer win the Nobel prize for literature?
The new BA ads are nice - David Carr's assessment is bang on.
Yes, FToF is still talking about Dune II. Sue me. This interview with the film's production designer is superb. Talking about the architecture, the design decisions and principles behind the movie - it's all great.
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YOU ARE REACHING THE END OF THE NEWSLETTER. MIND THE GAP.
This week's FToF was brought to by gluten-free Peroni, cuddles with the kids, and The Beards, with Stroking my Beard.
I hope you're enjoying a relaxing weekend. As I close this week's edition it's 22:59 on Saturday night.
Five things on Friday feels good at the moment and I'm enjoying writing again. As always, thanks for reading, thanks for subscribing, and thanks for sharing.
Until next time, take care.
Whatley out x