Time for Jesus Inc.: Christian offerings go mainstream

By Jesse Noyes
Sunday, September 4, 2005

The Christian video game industry has a heavy cross to bear.

A small customer base, even smaller development budgets and competition from a mainstream market that sells violent games by the truckload has traditionally meant spiritual gaming barely registered a blip on the national radar.

But a growing mainstream fascination with divine entertainment has a variety of companies hoping to cash in big on Christian video games.

``Right now the . . . industry is just ready to explode,'' said Ralph Bagley, chief spokesman for the Christian Game Developers Association and often called the ``Godfather'' of Christian video games.

Christian game developers will flood the market in coming months with new products that offer a godly alternative to the blood and gore games prevalent in the marketplace.

``I have been just amazed at the secular game industry and the level of shocking imagery,'' Bagley said. ``People want high-quality alternatives.''

If the success of the Christian markets in other forms of entertainment are any indication, religiously based video games ascending from niche market to mass consumption would be no miracle.

Last year's box office hit ``The Passion of the Christ'' showed America's fascination with the story of Jesus after it raked in over $300 million nationwide. Christian books like ``The Purpose Driven Life'' and the post-apocalyptic ``Left Behind'' series have flown off the shelves of mainstream retail outlets.

Even music has turned into a lucrative market for religious groups. The Christian market regularly outperforms the country, Latin and classical music industries.

The band Casting Crowns has sold more than 1 million records without a mainstream hit. Their strategy: targeting church groups to promote such songs as ``If We Are The Body,'' ``Love Them Like Jesus'' and ``Father, Spirit, Jesus.''

Evangelical Christians are beginning to exert their power in mass entertainment, said Nancy Ammerman, professor of sociology of religion at Boston University.

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