"We also had good software in the key categories and more focus on the gameplaying capability, so more of the marketing effort was targeted at game customers"
About this Quote
Hawkins is letting the curtain slip on a classic early-PC truth: technology wins only when it knows who it is for. The line sounds like a tidy postmortem on product strategy, but the subtext is more pointed. He is arguing that “good software” isn’t a virtue in the abstract; it’s leverage only when paired with a single, legible promise to a specific buyer. “Key categories” reads like an executive’s taxonomy, yet the real pivot arrives with “gameplaying capability” - an admission that the market didn’t reward general-purpose computing mystique as much as it rewarded fun you could feel immediately.
This is marketing as cultural translation. Hawkins isn’t describing ads so much as reframing the machine. Calling out “game customers” suggests a deliberate narrowing: not families buying a home computer because the future feels responsible, but enthusiasts willing to spend because the experience is visceral. The sentence implies a feedback loop that became foundational for the industry: software defines hardware value, and games are the sharpest proof point. If you can make someone want to play, you’ve made them accept everything else - the specs, the price, the platform lock-in.
Context matters because Hawkins helped shape the era when publishers like Electronic Arts professionalized “games” into “software products” with packaging, brand identity, and category dominance. This quote captures that inflection: less evangelizing computers, more selling desire. The strategy isn’t just commercial; it’s world-making, deciding which audience gets centered and which uses of technology become the headline.
This is marketing as cultural translation. Hawkins isn’t describing ads so much as reframing the machine. Calling out “game customers” suggests a deliberate narrowing: not families buying a home computer because the future feels responsible, but enthusiasts willing to spend because the experience is visceral. The sentence implies a feedback loop that became foundational for the industry: software defines hardware value, and games are the sharpest proof point. If you can make someone want to play, you’ve made them accept everything else - the specs, the price, the platform lock-in.
Context matters because Hawkins helped shape the era when publishers like Electronic Arts professionalized “games” into “software products” with packaging, brand identity, and category dominance. This quote captures that inflection: less evangelizing computers, more selling desire. The strategy isn’t just commercial; it’s world-making, deciding which audience gets centered and which uses of technology become the headline.
Quote Details
| Topic | Marketing |
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