Game Genres, pt. 2: Mattel Intellivsion's Networks (1979)

Continued from part one.

Another early attempt at categorizing digital games into specific genres was taken up by Mattel Electronics to organize their own line of game cartridge titles, which appears to have begun with the system's test market launch in late 1979. Note that this appears to predate Atari's own "contents" system of genres by at least one year.

Mattel Intellivision's "Networks"

Example of different game boxes for different "networks," Intellivision Catalog (1983)

Mattel's take on game genres is that each game belongs to a specific "network," capitalizing on the Intellivision being an "intelligent television." Each Intellivision game cartridge comes in a colorful box matching the color of its home network. This system of color-coded networks appears to have been designed from the earliest days of Intellivision: game cartridges were color-coded even during the early days of test marketing. The system evolved over time, with new networks like Space Action Network and Arcade Network added later.

• Major League Sports Network (high-quality sports games with unrivaled graphics set Intellivision games apart from their Atari VCS competitors. Mattel shows their love for licenses with NFL Football, PGA Gold, NHL Hockey, and other sports licenses.)
• Action Network (most arcade-style games are in this network. Note that Space Action is a spinoff from this network.)
• Gaming Network (casino-style games, many with a "Las Vegas" moniker at the start of their title. Note that Horse Racing falls under this network rather than Action Network.)
• Strategy Network (mostly games based on classic board games, with the addition of Don Daglow's Utopia, one of the first examples of a real-time strategy game. ABPA Backgammon uses a license from the somewhat obscure American Backgammon Players Association.)
• Children's Learning Network (only two games released were Electric Company Word Fun and Electric Company Math Fun in 1980. Interestingly, the TV show Electric Company had ceased production in 1977, but Mattel used the strength of licensing to lend an air of legitimacy to their software titles.)
• Space Action Network (this network is an offshoot of the Action Network. Two early games in this category, Space Battle and Space Armada, were first published in the red boxes of the Action Network.)
• Special Intellivoice Cartridges (games designed to use the Intellivoice voice synthesis hardware module released in 1982.)
• Arcade Network (only Vectron was added to this short-lived network. Later arcade game ports like Burgertime were released without a network classification)

Like Atari's system, Mattel's genre system is designed around marketing needs and informing a population of consumers. It serves as another data point of how early digital game manufacturers organized their own individual works as they saw best.

Game Genres, pt. 1: Atari's Catalog Contents (1981)

My research work is focused on the development of an "art history" of digital games, a diachronic view of game history as the creation and development of aesthetic styles, rather than simply a history of technological advancements. My work is often confused with the establishment of game genres (platformer, FPS, RTS, etc.), which isn't exactly correct. However, I realize that certain spatial paradigms are commonly shared by certain game genres and I thought it would be a good idea to look at how the concept of "genre" came to be applied to video games.

One early attempt at categorizing games into specific types comes straight from Atari, a dominant force in arcade video games and home console games throughout the 1970s and early 1980s.

Atari Catalog CO16725-Rev. D

Contents page from Atari Catalog CO16725-Rev. D (1981)

Atari produced several different full-color catalogs to showcase the "Video Game Program cartridges" available for their programmable Atari VCS (later renamed the Atari 2600) home console. Previous Atari consoles were dedicated to play only one game or a small selection of games that were stored in fixed ROM chips. The VCS was their first console where the game programs could be swapped out, allowing for a potentially unlimited number of games to be played.

Atari's first "Innovative Leisure" catalog features the eight different game cartridges that were available near the system's launch in 1977. By early 1981 when catalog CO16725-Rev. D was published, the VCS catalog had grown to 45 different cartridge titles (not including titles that had been dropped from production in the intervening years). For the first time, Atari needed to organize the expanding catalog into chapters, breaking up the titles into a number of game genres.

These genre categories remained consistent, almost unchanged through 1983's catalog CO21776-Rev. A. By 1983, Atari had also released the Atari 5200 system and the VCS was newly dubbed the 2600. 1984's catalog CO25618-Rev. A showed off the then-new (and ill-fated) Atari 7800 system, in addition to the 2600 and 5200, and the genre categories were given revised names. [The 1984 names are noted in brackets, below.]

• Skill Gallery [Skill & Action] (Breakout, Pac-Man, Circus Atari, Video Pinball)
• Space Station [Space] (Space Invaders, Missile Command, Asteroids)
• Classics Corner (casino and board games)
• Adventure Territory (Haunted House, Adventure, Superman)
• Race Track [More Adventures] (car driving games)
• Sports Arena [Sports and Atari RealSports] (sports games, including Video Olympics (a collection of Pong variations))
• Combat Zone [More Adventures] (Air-Sea Battle, Combat, Outlaw, Warlords)
• Learning Center [Kid's Library] (BASIC Programming, Codebreaker (includes Nim), A Game of Concentration, Hangman)

The implied purpose behind this system is one of informing consumers about a product line and as a marketing tool to show the wide variety of games available from Atari (important in the light of competitors like Activision cropping up to produce VCS cartridges that competed with Atari's own line). So, it may be less useful as a tool for research than a system intended to be a formal taxonomy of digital games would be. However, there are still some formal aspects that can be teased out of this organization.

Some of these game genres are similar to film genres (Space Station/science fiction, Combat Zone/war movie). These are categories focused on the aspects of representation rather than qualities of interaction (Thomas H. Apperley, "Genre and Game Studies: Toward a Critical Approach to Video Game Genres," Simulation & Gaming, Vol. 37 No. 1, March 2006 pg. 7) that describe the milieu (pg. 11) of a specific game. Presumably, from a marketing standpoint, fans of related forms of entertainment in other media (film, television, or literature) may be inclined to play digital games in a related genre (sports fans may tend to choose games from Sports Arena, for example).

Some categorization options are puzzling. Space Station game Missile Command is about defending cities against attack in a nuclear war, which thematically seems more appropriate for Combat Zone. Combat Zone game Warlords can mechanically be described as 4-player Breakout, but it is not included in Breakout's Skill Gallery category. Hangman and A Game of Concentration (the flipped-card matching game variously called pairs or memory) are "classic" game examples, seemingly fitting of Classics Corner, but are included in Learning Center. I suspect that Atari wanted to give the impression that the VCS had plenty of educational titles and padded out their Learning Center category with games that are playable by younger children.

Interestingly, all categories are named after a type of place (gallery, station, corner, territory, track, arena, zone, or center). This implies a location where games of a certain genre may be found and experienced. Flipping through an Atari catalog is almost an early, transmedial, analogue version of navigation through digital media. 10+ years later, this same sort of locational language would often be used to organize locations for different types of digital files on web sites (and even on BBS services before that). Together, they form the World of Atari.

The Adventure Territory games all happen to share a common mechanical quality. Adventure, Haunted House and Superman are games where the player's on-screen avatar explores a large, multi-screen environment. As the avatar reaches one edge of the screen, it reappears on the opposite edge with the screen framing the next section of the gamespace. 

Atari's genre system can be used as a contrast to the more analytical types of systems that I analyze in the following Game Genres blog posts.