AOL’s BigDownload: Just Another Ironic Fish in the Sea

In an attempt to reach out to a more PC-centered gaming market, AOL has launched their new website, BigDownload. BigDownload is essentially a download and news site made up of full-length titles, demos, patches, trailers, gameplay videos and up-to-date articles and blogs—obviously all PC-related. They advertise themselves as niche and underground, the opposite of AOL’s other gaming website, GameDaily, which, like competitors IGN and GameSpot, focuses on gaming for multiple platforms. This is ironic because, when it comes down to it, BigDownload is no more niche and underground than any other console-focused website.

I expect to see some marketing changes in the coming months; AOL and niche can never co-exist, at least not for long. AOL is an enormous multi-billion dollar company that thrives on in-your-face promotions and advertising. They have never been the type to just sit back and slowly let the people do the work. There is good production value on the site already, with sparse (gaming-related) advertisements lining the sides to bring in some revenue. The site really doesn’t feel underground, and since AOL will likely pump more into BigDownload, it begs the question: Is doing so abandoning the “niche” edge AOL is going for? Furthermore, what’s to stop it from simply becoming the PC section of GameDaily? Something smells excessive.

That aside, BigDownload is by no means a bad website. In fact, there are a few things it does better than others; the best being that you do not need to be a registered member in order to view the website in its entirety and download content. The website is an infant in beta right now, so this may change as the hit counter rises and the site gains popularity. But that, too, is ironic, seeing as BigDownload is going for dark underground.

Another silly irony is the cross-advertising between BigDownload and GameDaily, which is really a one-way street. BigDownload has a nice, fat link to GameDaily right on the home page. But un-likewise, GameDaily does not return the favor. Surely this is keeping in the theme of underground, but I, for one, cannot see it sticking. AOL seeks instant results and immediate gratification, so I daresay we will see a two-way street develop in time.

BigDownload is useful if you want a steady source of information dedicated solely to the PC gaming world. But what it comes down to is AOL trying to tap a resource in which it cannot thrive. Without results, the site will probably crumble under the weight of everything else AOL has to offer. Change is inevitable. GameDaily may not be the best site on the web, but for comparative purposes, browse BigDownload and GameDaily and see which offers the better surfing experience. This would be a great amateur start-up site, but, to me, it seems that AOL is capable of offering more.