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Gaming part of the world’s change

Paradoxically, the future is both here and unknown. Building a bridge from the world we live in, the real or haptic world, to the virtual world requires people who are curious, eager to move the needle and agile – qualities Christian Volk has in spades.

As he explains, ‘I don’t distinguish between the digital and analog world anymore because the younger generation doesn’t differentiate between what is happening inside a game or at the dinner table – both experiences are real and valid, and the two worlds will eventually intersect. It’s a concept the older generation struggles with, but it’s huge, and it’s not going away.’

It’s true people are spending more time playing online games – just count the number of people you know who are hooked on sharing their Wordle feats. But seriously, the figures for all kinds of gaming – from apps like Candy Crush to video games that encompass role-play, strategy and, of course, sport like FIFA – are not just astounding, they’re still growing.

‘It’s estimated that one in three people worldwide is now playing some sort of game online,’ notes Christian, who also points out the Asia–Pacific region is growing the fastest for reasons that include a combination of age, demographics, culture and that no small issue of more time at home.

And it’s no wonder. Strongly tied to a sense of identity, people are finding community and belonging in gaming – and a place to escape an increasingly complex world. Unsurprisingly, there are no signs it will slow down. ‘Everything we’re doing, especially in the digital environment, is to some extent gamified,’ explains Christian.

‘Naturally, this keeps people involved, keeps them coming back and keeps them interested – the nature of play in any form is pretty powerful,’ he says from FIFA’s headquarters in Zurich, Switzerland. ‘After all, it’s human nature. Play is how we learn, how we evolve.’

So it’s no surprise that the demographics are changing too, with those playing not always who you might think. Sure, males between 15 and 24 still make up a large cohort, but increasingly women and older people are joining the fray in ever-larger numbers, albeit across the spectrum of available games.

Although when it comes to video games, Christian is clear he’s talking about sports-related games, not the slew of often violent games that also capture the market. In that light, he says, ‘People need to understand that gaming can have distinct, positive benefits – there are educational and social elements to it. Teenagers, and inevitably the generations that will follow them, are meeting in virtual spaces and having virtual interactions; that’s their form of socialising.’

It’s something many parents struggle to appreciate, which is not surprising for a generation who was told television too much television was harmful, but it’s a whole new world. Quite literally. And it’s expanding the sport experience in particular in ways not seen before, especially for FIFA. International online competitions such as the FIFAe World Cup and FIFAe Nations Cup, which rival the physical game, are incredibly popular with huge prize monies, but simulation games are also improving players’ technical knowledge.

‘Youngsters who play online have a better understanding on the pitch. They know they have to collaborate, for example, as it becomes very clear in a simulation game,’ says Christian, who played in the youth team of the Bundesliga Club SC Freiburg.

Moreover, while the on-field competition used to be separate from the licensing/gaming divisions at FIFA, it has recently been brought together. ‘We look at it more holistically now; there’s a real merging between all the different facets. We’re excited about what this will do for football, especially when it comes to fan engagement and football education – games will definitely play an important role going forward.’

It’s all part of a significant shift in how we consume entertainment. ‘Games are becoming more immersive,’ he notes. ‘We’re moving away from lean-back entertainment formats, where it is passively consumed, to a lean-in form where you actively participate in the creation of the narrative; you are the star of your own content.

‘That’s already happening in games, but we’re working on the assumption that everything will eventually be gamified; no area will be left out. Even television series will adopt more mechanisms out of gaming, as we saw in Black Mirror: Bandersnatch on Netflix (an immersive television series where viewers interacted with the plot).

‘It’s a very exciting field,’ says Christian, who started his professional career with the German Football Association before making the move to FIFA. ‘I’ve had the opportunity and privilege to work across different roles and different businesses here, mainly the commercial and digital transformation divisions in strategic development, digital marketing, and now gaming and efootball.

For Christian, it’s all about the game. ‘Like football, you need the will and motivation to constantly adapt and be unafraid to try new things to get ready for the future. We keep trying until we get results,’ he says, and it’s clear his career experience has also been enhanced by broad postgraduate learning, including a Master in International Business from Macquarie University.

‘After completing a four-year master in sports business and law in Germany, I wanted international exposure from an academic point of view, and MQ was one of the best-ranked universities worldwide. It was a significant part of my life; I formed enduring friendships and found a huge sense of community. I would certainly consider moving back to Sydney for the right opportunity!

‘It was also the first time I’d worked with different cultures in an academic environment. I realised there are many different approaches to life; no single right way. It’s a combination of not taking yourself too seriously and being open to doing things differently. Learning from experts from around the world, who carried similar aspirations and the same convictions that held the same cultural weight was very humbling,’ he says genuinely.

Christian is clearly at the top of his game professionally, travelling the world for major events like the FIFA World Cup and at the forefront of gaming trends and technology. He remains a lifelong learner, recently completing an executive management program at Harvard Business School, and also pursues his fascination with blockchain and the triple bottom line of ‘people, planet, profit’, which he hopes to transition into more fully.

With so much to occupy his time, how does he manage to stay so down-to-earth? ‘When you have your head in the clouds, keep your feet on the ground!’ he laughs, which as one of five boys from the Black Forest in south-western Germany makes real sense.

‘My parents are hardworking and very close to nature because of the surrounding environment. I’ve never forgotten my roots and return often,’ he says, and it becomes clear how, in a world of constant change and converging realities, Christian stays at the top of his game.

mq.edu.au/study/find-a-course/courses/bachelor-of-game-design-and-development

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Christian Volk, completed a Master of International Business (2009) at Macquarie University. Based in Zurich, Switzerland, he works at the crossroads of cutting-edge technology, gaming and new innovations that web3 has to offer. Over the past nine years at FIFA, the renowned international football brand, he has led the strategic development and digital marketing departments and worked as the Director of eFootball & Gaming, at the Commercial Division. He believes the future in this space is only going to get more exciting and is currently pursuing new opportunities at the intersection of interactive entertainment, fan engagement and the commercial world.