Digital gaming and the advertising landscape
Hera, Teresa de la
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I am part of the first generation of digital natives, which means that I grew up as digital technology was introduced into our daily lives. Although it is difficult to admit, I am officially a Millennial. I was also incredibly lucky to have a father who wanted me to experience that process first hand. I can clearly remember our first computer without hard drive, my neighbor Nacho teaching me to write MS-DOS commands, and the first day I saw Windows running at my friend Eva’s house. However, what is meaningful here is the reason why I approached each of these new technologies that came into our home – digital games. Before I was ten years old I was already spending many hours playing MS-DOS games such as The Secret of Money Island (LucasArts, 1990), Indiana Jones and the Fate of Atlantis (LucasArts, 1989), and Maniac Mansion (LucasArts, 1987). My first console, a Nintendo Nes, was a present from my grandfather. In fact, it was a present for all his grandchildren, so we had the opportunity to play with it only when we were at his home in Madrid (Spain), far away from Palma de Mallorca, the city where I was living at that time. When my cousins and I were at my grandparents’ for Christmas or other occasions, we used to spend the whole day playing Super Mario Bros. (Miyamoto, 1985) and Tetris (Pajitnov, 1985). Fortunately, my father understood that we needed to have one of those machines and, cleverly, he one day came home with a Computer Video Game, a pirate version of the Nintendo NES with more than 300 hundred games on its hard drive! My brother and I then spent whole afternoons and weekends playing games such as Mario Bros (Miyamoto, 1983), The Legend of Zelda (Nintendo, 1986), Burger Time (Data East, 1987), or Circus Charlie (Konami, 1984). Many other consoles and games came later into our home without our mother’s consent.
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