EGX: Taking Pride in Queuing

Something stood out to me when I visited this year’s EGX conference: no one seems to mind queuing for ages to play games. In fact, it seems to be part of the experience.

To give an example, a couple of my team joined the queue to play Call of Duty: Modern Warfare. (All in the name of science, of course.) The experience flew in the face of most conventional wisdom about queues.

Firstly, unoccupied waiting time feels longer than occupied time. The example I like here is how Houston airport decreased the number of complaints about baggage waiting times to practically zero by simply moving the arrival gates further away. Passengers had to walk six times the distance, eating up the waiting time. The Modern Warfare queue was just a static line, with no interaction at all.

Secondly, ‘queue anxiety’ or the worry you’re in the wrong queue makes waits feel longer. We could see people immediately playing other games around us – a sure fire way to make people in line for Modern Warfare worry they weren’t making the most of their time.

Lastly, uncertain waits are longer than waits with a clear timer. We were told it would be a 20-minute wait, which turned out to be nearer 45. There were no updates in that time, just an uncertain, unexplained wait. That’s a long time to wait for a game out in just over two weeks.

If we pulled something like that at the technology expos we run for our clients we’d be laughed out of the room.

So, what’s the difference?

I don’t think the Call of Duty: Modern Warfare queue was a mistake or an anomaly. Elsewhere the queues to play Final Fantasy VII Remake were huge and people still eagerly stood in line. There’s some evidence showing that the more people behind you in a queue, the better you feel about being in it, but I that’s still relative and I don’t think it explains this situation fully.

Another obvious answer might well be that, as popular media, people are willing to do anything to play. But I think there’s more to it than that. I think it’s about cultural capital. Modern AAA games are complex and rarely lend themselves to five or ten-minute demos on show floors.

Instead I think it’s about being able to say you’ve done it.

In an industry when being first is vital, even a two-week window into the future commands serious kudos. That soon turns into people showing how dedicated they are; how willing they are to go the extra mile. It becomes a badge of honour, not a cross to bear.

As a logistics person it really interests me. We spend so much time improving the queuing experience for people that to see people revel in having to wait is eye-opening.

Does anyone enjoy waiting in line? I’d be interested to hear your thoughts on either side.