Hardcore Sporn

In his first posting on newstatesman.com's CultureTech Iain Simons gets red in the face over some Ha

Los Angeles, 2005. Deep within the sweaty bowels of the Electronic Arts booth at the E3 videogame trade-show in Los Angeles, and I’m amongst the journalists ushered into a dark black box room to be shown preview of the new project by Will Wright.

For those unfamiliar with the name, Wright is the uber-nerd. The fully-formed, undiluted lord-emperor of geek. He’s the man who made socio-economic computer simulations into a mass market product and in doing so finally gave gaming’s defenders some solid evidence to lean on. I’m not playing darling, I’m restructuring taxation to stimulate industrial growth. A tall, bespectacled figure of nervously twitching brilliance, his intensity is legendary - the computer program made flesh.

Having made town planning a solid-gold franchise with SimCity, his company Maxis produced a range of Sim-(insert noun here) titles before finally attempting to simulate human beings in The Sims. As the world swooned to the charms of a turgid soap-opera played out within a virtual dolls-house, publisher Electronic Arts commissioned a merciless series of expansion packs and finally a true sequel. Several tens of millions of dollars later, Wright went quiet.

Now a fully fledged niche celebrity and in the unusual position of being able to make whatever he liked as his next project, he resolved to try something a little more ambitious. Maxis went to work on creating a game that would simulate evolution in its entirety, wholly untroubled by restraint. It was this, Sim-Everything, that Wright first demonstrated to the world in California that summer. By then thought it had been christened with the rather more evocative name, Spore.

Starting from a single-celled life-form splashing around in the primordial soup and moving through to inter-planetary travel and beyond, it was Powers of Ten for the Playstation generation. One of the key hooks is the ability for all players to design, develop and evolve creatures that are uniquely theirs. The game’s universe is thus populated and sustained by these user-generated offspring which play, learn, sing, fight and of course breed together - creating an ever deeper gene pool. It’s like Second Life but with babies, and probably crashes less. Spore was instantly the most anticipated project in years.

2006, Leipzig Games Convention. Wright is on stage giving the same demo seen the previous year, this time to the public too. Everyone is still amazed, although slightly more curious to know when it will be released and what the actual, y’know, game will be…

2007, London. Release dates are rumoured and denied - no-one knows much more about the game, but in a hotel suite in London Wright is demonstrating the creature creation tool - giving journalists a hands-on try at building a life-form. Seemingly effortlessly, I sculpt some bio-sludge into the body of my beast. Pulling an armature skeleton around to shape the body, I’m suddenly adding limbs, eyes and mouths in a manner that would make Harryhausen shudder. Once composed, the extraordinary procedural animation system takes over and calculates how your creature would move based on the anatomical design decisions you have just made. Within minutes my creature takes its first breath and waddles into life. It looks ridiculous and brilliant.

User Generated Content. The holy grail of web 2.0. But - as all web 2.0 projects know, it’s a huge risk to place the main content burdens of a project in the hands of an unknown audience. Spore has to be a major mass-market product to recoup its development costs, and the techniques of 3d modeling demand a spatial literacy not neccessarily present in the casual user.

Recreational CAD, anyone? The tool for empowering the non-skilled user to rapidly obtain pleasing design results would need to be exceptional - and, it is. The creator is beautifully accessible, distilling the most nuanced sculptural strokes into gentle moves of the mouse. To use it really is to get a sense of your own untapped creative potential within your grasp. The kind of creative design software that would previously cost hundreds, if not thousands of pounds, is now embedded within a videogame and currently available to download for free as a limited version.

Electronic Arts, the publisher, is celebrating the release of the creator software by inviting ‘75 of the most creative innovators from around the world’ to create a creature of their own. David Lynch, Brian Eno and of course MC Hammer are all sharing their Sporlebrities with the World. It’s a moment for critical acclaim, shareholder celebration and the real kick-off for the final launch campaign. Sadly for EA though, the internet, that great leveller of pomp, has seen to it that there’s really only one story about Spore this week.

The budding Creature designers have shown what’s truly on their minds, and it’s largely priapic. Youtube is awash with a sticky tide of ‘Sporn’ as users upload their animated organs and EA’s brave new World is going to have to think carefully about how to deal with the waddling members of its customers. A few user accounts have been closed down already, for breaching the terms of use - but making subjective judgements about complex sculptures when over 250,000 creatures are being created in a single day already is going to be a huge task.

It seems strangely apposite that this game about dna and evolution has inspired so many inventive and varied representations of procedurally animated sex. Despite being gifted with one of the most powerful and accessible modelling tools in the history of computing, many users will still opt to create a waddling penis. Spore truly is the stuff of life.

Download the Spore Creature Creator for Mac or Windows.

View the acceptable face of Spore creativity

Iain Simons writes, talks and tweets about videogames and technology. His new book, Play Britannia, is to be published in 2009. He is the director of the GameCity festival at Nottingham Trent University.
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A global marketplace: the internet represents exporting’s biggest opportunity

The advent of the internet age has made the whole world a single marketplace. Selling goods online through digital means offers British businesses huge opportunities for international growth. The UK was one of the earliest adopters of online retail platforms, and UK online sales revenues are growing at around 20 per cent each year, not just driving wider economic growth, but promoting the British brand to an enthusiastic audience.

Global e-commerce turnover grew at a similar rate in 2014-15 to over $2.2trln. The Asia-Pacific region, for example, is embracing e-marketplaces with 28 per cent growth in 2015 to over $1trln of sales. This demonstrates the massive opportunities for UK exporters to sell their goods more easily to the world’s largest consumer markets. My department, the Department for International Trade, is committed to being a leader in promoting these opportunities. We are supporting UK businesses in identifying these markets, and are providing access to services and support to exploit this dramatic growth in digital commerce.

With the UK leading innovation, it is one of the responsibilities of government to demonstrate just what can be done. My department is investing more in digital services to reach and support many more businesses, and last November we launched our new digital trade hub: www.great.gov.uk. Working with partners such as Lloyds Banking Group, the new site will make it easier for UK businesses to access overseas business opportunities and to take those first steps to exporting.

The ‘Selling Online Overseas Tool’ within the hub was launched in collaboration with 37 e-marketplaces including Amazon and Rakuten, who collectively represent over 2bn online consumers across the globe. The first government service of its kind, the tool allows UK exporters to apply to some of the world’s leading overseas e-marketplaces in order to sell their products to customers they otherwise would not have reached. Companies can also access thousands of pounds’ worth of discounts, including waived commission and special marketing packages, created exclusively for Department for International Trade clients and the e-exporting programme team plans to deliver additional online promotions with some of the world’s leading e-marketplaces across priority markets.

We are also working with over 50 private sector partners to promote our Exporting is GREAT campaign, and to support the development and launch of our digital trade platform. The government’s Exporting is GREAT campaign is targeting potential partners across the world as our export trade hub launches in key international markets to open direct export opportunities for UK businesses. Overseas buyers will now be able to access our new ‘Find a Supplier’ service on the website which will match them with exporters across the UK who have created profiles and will be able to meet their needs.

With Lloyds in particular we are pleased that our partnership last year helped over 6,000 UK businesses to start trading overseas, and are proud of our association with the International Trade Portal. Digital marketplaces have revolutionised retail in the UK, and are now connecting consumers across the world. UK businesses need to seize this opportunity to offer their products to potentially billions of buyers and we, along with partners like Lloyds, will do all we can to help them do just that.

Taken from the New Statesman roundtable supplement Going Digital, Going Global: How digital skills can help any business trade internationally

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