In the beginning video games were designed for boys…and then came Pac-Man.
Before mobile games, game consoles and PC based games, video games first took off in arcades. Arcade games were very big earning 39 billion dollars at their peak in the 1980s. Games were loaded into bespoke coin-operated arcade machines. For a game to do well someone had to buy the machines, whether actual gaming arcades or bars, cafes, colleges, shopping malls, … Then someone had to play them. Originally boys played arcade games the most and so games were targeted at them. Most games had a focus on shooting things: games like asteroids and space invaders or had some link to sports based on the original arcade game Pong. Girls were largely ignored by the designers… But then came Pac-Man.
Pac-Man, created by a team led by Toru Iwatani, is a maze game where the player controls the Pac-Man character as it moves around a maze, eating dots while being chased by the ghosts: Blinky, Pinky, Inky, and Clyde. Special power pellets around the maze, when eaten, allow Pac-Man to chase the ghosts for a while instead of being chased.
Pac-Man ultimately made around $19 million dollars in today’s money making it the biggest money making video arcade game of all time. How did it do it? It was the first game that was played by more females than males. It showed that girls would enjoy playing games if only the right kind of games were developed. Suddenly, and rather ironically given its name, there was a reason for the manufacturers to take notice of girls, not just boys.
It revolutionised games in many ways, showing the potential of different kinds of features to give it this much broader appeal. Most obviously Pac-Man did this by turning the tide away from shoot-em up space games and sports games to action games where characters were the star of the game, and that was one of its inventor Toru Iwatani’s key aims. To play you control Pac-Man rather than just a gun, blaster, tennis racket or golf club. It paved the way for Donkey Kong, Super Mario, and the rest (so if you love Mario and all his friends, then thank Pac-Man). Ultimately, it forged the path for the whole idea of avatars in games too.
It was the first game to use power ups where, by collecting certain objects, the character gains extra powers for a short time. The ghosts were also characters controlled by simple AI – they didn’t just behave randomly or follow some fixed algorithm controlling their path, but reacted to what the player does, and each had their own personality in the way they behaved.
Because of its success, maze and character-based adventure games became popular among manufacturers, but more importantly designers became more adventurous and creative about what a video game could be. It was also the first big step towards the long road to women being fully accepted to work in the games industry. Not bad for a character based on a combination of a pizza and the Japanese symbol for “mouth”.
– Paul Curzon, Queen Mary University of London
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