They Made The Wii Bowling Ball, And They’re Not Done Yet [Feature]

I sat in a blue room on Monday, surrounded by what some hardcore gamers might call artifacts of absurdity.

On walls around me hung a Wii bowling ball controller attachment, a Wii pool cue, Wii pom poms, and more.

Who makes this stuff? Two amiable Orthodox Jewish brothers — black pants, white shirts, beards, and an offer to their guest of some kosher pastries — sat across from me, cheerful about what they've built and the amazing gizmos surrounding us.

I was at the second floor offices of CTA Digital, a block from where Brooklyn, New York touches the East River, in a short, aged office building, up an elevator painted with an old yellow floor ad for Domino sugar. I was in the spotless show room where Leo and Sol Markowitz's line of sometimes-ridiculous, sometimes-useful — and apparently hot-selling — attachments for the Wii and other electronics line the walls. (See their offerings online, then imagine that a lot of that is hanging on the walls of one room that’s also big enough for a couple of couches and a big-screen TV.)

The brothers Markowitz are some of the guys who saw in the Wii not just a gamer revolution but a chance to make money selling people things to attach to their Wii remote.

And 200,000 units of their Wii bowling ball controller sold worldwide later, they say, they were pleased to be surrounded by the plastic products of that opportunity.

“We smelled it right away,” Leo told me, recalling his first sensations of the Wii’s imminent success.

The Wii peripheral market is big and, despite other industry slumps, growing. Of the 58.4 million gaming peripherals sold so far this year in the United States, the NPD group reports that 18.4 million of those are for the Wii. That’s up a million from the same date last year.

So even though Sol, an avowed Kotaku reader, playfully cut his brother off early in our meeting about Wii add-ons to remind him that "real gamers don't like the Wii," enough people do like these attachments. They like the tennis rackets and the baseball bats, the imitation light sabers and shotguns. Maybe not the pom-poms — a weak seller — but people like buying Wii peripherals and business is no joke at all. It's good.


CTA has more than 30 employees, a warehouse in upstate New York and design and development teams in Asia. Maybe most importantly, Leo noted, “We have five people who think of things to make 24-7.”

They think of things like… the bowling ball. “Why wouldn’t you buy it?” Leo said to me, when I ask him what the point is. I argued that people had been Wii-bowling with no ball-shaped shell around their controller just fine.

It makes the game fun for plenty of people, Sol said. “It makes it more exciting.” He knows that “real gamers” won’t care as much.

This bowling ball was a dream project, a year in the making and spurred by research that showed them that Wii Sports bowling is the most popular activity on Nintendo’s console.

“We all knew that whoever comes out with bowling, it’s going to be huge,” Leo recalled.

Those CTA engineers got to work, trying to craft a bowling ball something-or-other that could fit around a Wii Remote. They didn’t want people to chuck a bowling ball controller through their TV, so they tried to design a bowling ball shell that wouldn’t function if you didn’t wear the shell’s wrist strap. Couldn’t get it to work right, Sol said. They settled on a design that has two wrist straps and  is sealed with a sticker that must be broken in order to first encase a Wii remote in it. You rip that, you assume the risks.

The bowling ball’s good, though it’s holes are positioned only for right-handed bowlers. An ambidextrous design hadn’t worked. But have no fear, fellow southpaws. “We probably will get into the left-handed business,” Leo told me.

I met with the Markowitz men and a helpful colleague for over an hour. Leo repeatedly bounded from his seat on a couch across from me to grab secret prototype after secret prototype of CTA gaming add-ons that will make the bowling ball seem pedestrian. They’re secret still, but they’re wild.

CTA’s been in this business for 16 years, Sol explained. They started with cell-phone add-ons, then moved on to iPod attachments. Now they do gaming add-ons too, like PlayStation 3 chat pads, Xbox 360 cooling devices and iPhone steering wheels. The Wii’s been the big one for them lately, and gaming’s up to a quarter of their business, though they won’t say how much money CTA makes. They sell their attachments worldwide, to electronics stores that once ignored them or shunned gaming.

They say that even Bed Bath & Beyond is on board now. The brothers recalled that the retailer — not exactly a gaming powerhouse — consented last Christmas season to trying to sell 30,000 of CTA's Wii add-ons, simple things like controller charge stations, and sold almost all of them. The retailer asked for more — asked for the top sellers, even. So, the brothers told Kotaku, CTA has sold Beth Bath & Beyond Wii Sports kits to sell and even a Wii controller shotgun. No word if it's sold next to shower curtains.

Leo showed me a smart one: A belt and holster designed to hold a Wii Remote for users of Wii Fit. He rightly pointed out that the game requires players to use the Remote to start their exercising but then forces them to either put it down or needlessly hold it as they work out on the Wii Balance Board. The holster holds the Remote, freeing the user’s hands. And it swivels, letting someone point the Remote to navigate menus without having to un-holster it. That seemed to address a Wii Fit user interface issue.

I asked the brothers if they saw themselves as being in the problem-solving business, the fun business or — gesturing to the Wii Music Kit that lets you embed the Wii remote into shells shaped like a violin, a trumpet, a dog paw — the novelty business.

“We see what the problem is [with a game] and figure out what we can make for it,” Leo began.

“We are in the fun business,” Sol cut in.

Leo laughed. “We’re in the business to sell and make money.”

CTA’s bowling ball controller may make the company stand out, but they are not the only creators of imaginative Wii add-ons. Mad Catz makes controller shells shaped like Ubisoft’s Rabbids characters. Nyko director of marketing Chris Arbogast told Kotaku that one of his company’s most creative Wii add-ons was going to be their Party Station: “a combination charging station / beverage container / chip bowl.” It’s not coming out. “Although it generated a lot of buzz and consumer response, it was not cost effective to produce and was tabled.”

Arbogast noted that some of the more imaginative controllers, while fun or aesthetically pleasing don’t fit his company’s strategy. “We decided on particular accessories that allowed us to incorporate new technology or offer features that were not previously available, like button relocation on our Action Pak pistol grip or rumble in our Kama.” Their next big product is their new Charge Base IC.

CTA is well aware that some of this wilder stuff doesn’t work. The Wii Music kit has been a slow seller, not helped by relatively slow sales of the Wii Music.

The brothers seem undeterred. They say that their new Wii Sports Resort kit, which includes a bow-and-arrow add-on, a Jet-Ski-style handlebar and even a frisbee shell, is selling great.

And don’t worry, those of you who might feel you’re too cool for these kinds of attachments. Leo and Sol are making some products for you in mind too. Just wait. Brooklyn’s keeping busy.


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Where Are All The “Next Gen” Games? [Feature]

The calendar says “2009″. The Xbox 360 launched in 2005. That means we’re four years into the “next generation” of video gaming. If so, then where the hell are our “next generation” games?

It’s something that’s been gnawing at me for a while now, but as we approach Christmas 2009 – the fifth holiday season for the Xbox 360, and fourth for the PlayStation 3 and Nintendo Wii – that gnawing has turned into some serious, unchecked mastication.

After all, a new hardware generation is meant to usher in a new generation of games to go with it. And not just games that look prettier, or sound better; titles that give you something entirely new in terms of game design and mechanics, something that could only be done by taking advantage of the latest in console hardware.

Yet I think only a handful of games this console generation have done so. Which ones? Oh, I’m glad you asked. Games like:

Dead Rising – There has never been a game like Dead Rising. It’s open-world in appearance, but the entire game is built around the concept of navigating an endless sea of zombies in numbers previous consoles simply couldn’t get on-screen at once.

Oblivion/Fallout 3 – Two games, I know, but they do the same thing, so they go in the same listing. Nobody ever forgets that first time you leave the Imperial sewers/Vault 101 and take in the world around you, realising that Bethesda haven’t crafted a level, they’ve built a seamless, living world well beyond the scale of previous titles like Morrowind.

Yes, they also appear on PC, but remember, these games were also built from the ground up with consoles in mind, rather than being crude ports.

Wii Sports/Wii Sports Resort – To this day, the only games that have truly delivered on the promise of the Wii Remote, integrating it so naturally within the gameplay experience that you can’t imagine playing the games without it.

So as good as Modern Warfare is, as good as Mario Galaxy is, I don’t call them truly “next gen” games. Why? Because they fail my “next gen” test, that’s why.

Here’s the test: If a game can be ported to a console in a previous generation and keep its core gameplay and overall design in place, it’s not what I’m calling for the purposes of this piece a “next gen” game. Mario Galaxy was great, but really, it’s a GameCube title with some star-shaking stuff thrown in. Modern Warfare? Amazing, but as the upcoming Wii port attests, it used the 360 and PS3 primarily for better graphics and sound. LittleBigPlanet? Another great game, but the PSP version shows the core experience could have been done on a PS2.

Other games I think fail this test are Halo 3, BioShock, Batman: Arkham Asylum, Uncharted, Metal Gear Solid 4…OK, pretty much everything. You get the idea. Sure, they’re nice and shiny, and have lovely pre-rendered cutscenes, and there are advanced uses of physics and AI under the hood, and most important of all, advanced online connectivity, but all of those are just tweaks, improvements, icing on the cake, candy for the eyes. None of them fundamentally change the way you approach a game, or a genre.

Not like Mario Kart and F-Zero did with Parallax scrolling. Or Mario 64 with its use of 3D. Or Grand Theft Auto III with its living, breathing city. Those games re-wrote the book. You just couldn’t do GTAIII on the PlayStation. Or Mario 64 on the SNES. They were true “next gen” games.

Now, I’m not saying all games NEED to be 100% innovative. That’s an impossible requirement. Ridiculous, even. Not every single game idea is going to bust outside the box. I like my latest version of FIFA or Call of Duty as much as the next man, and the world will spin just fine with the majority of games simply plodding along, doing what the last one did, only slightly better. Still, a man can want, can’t he?

So why do we have so few this time around? What’s the problem? There’s refinement under the hood. There’s games that some, and especially the developers, may disagree with me on (GTAIV, for example, or Halo 3 and its extensive multiplayer modes). And there are some who could argue, with a fair point, that the same problem plagued the previous generation.

Certainly the cost of development can’t help. Worlds are built with engines, and engines are built on rules. If you wanted to come up with something entirely new, you’d have to do it yourself, which for many developers and publishers in this current economic climate just isn’t feasible.

It can also be argued that a single jump in the mid-90’s – from the 16-bit era to the N64 and PS1 – will long be the most significant in gaming, taking us as it did from 2D to 3D, and that subsequent generations can’t be relied upon to deliver the same level of innovation. Fair, to a point, but then there are still plenty of games like GTAIII that were able to innovate well past the 32-bit era.

One final possibility, however, is that there is innovation going on in today’s games beyond the superficial. It’s just, we can’t see it. Chatting with Bethesda’s Todd Howard on the subject, he put this idea forward:

“I think the visual component of it is the one that everyone notices first, and it’s also the prime part that benefits from what the new hardware gives you” he says. “So it’s just harder to see the innovations beyond that, but they’re there. I’d guess there’s just as much pure ‘design innovation’ with this generation as there has been in the last few.”

“Look at the basis now for how games handle physics, difficulty, controls, save games, or simple load screens. I know it sounds silly, but I get excited by innovations in loading screens, because they’re the worst part of a game. I’m interested in how games simply start.”

Promising, yeah, but does that really hold water when compared to more fundamental changes? Not really. “There’s been innovations in AI, but it certainly hasn’t kept pace with the graphic fidelity, which yields this overall feeling of it going backwards” Howard adds. “The environments are so complex now in games, that building good AI just to manoeuvre them takes serious time. But that’s not an innovation, that’s simply the AI doing what it could do before in a game.

“My hope is, as we developers turn the corner on how to make the games simply ‘work,’ that we can innovate more on how the games respond to the player, whether that is the AI, or socially, or something else.”

Maybe that explains it, and in 30 years, we’ll look back on the current generation as one where developers were finding their feet, laying the groundwork for sprawling, innovating and revolutionary titles of the future.


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