Pioneer’s David Bales discusses the next step to a complete visual and audio gaming experience
By Michael Lafferty

“Gaming is simply another media that our products enhance”

Long known for its stellar lineup of audio and video equipment, Pioneer has decided to throw it’s hat into the ring and target a new audience – the gaming community.

During the Electronic Entertainment Expo in Los Angeles, at an event called e-Focus, Pioneer unveiled three products that are certain to have gamers enthused while breathing new life into their gaming systems. The Pioneer Plasma PureVision television screen will allow gamers to take their visual experience to a new level, while the HTS-GS1 surround-sound system will pulsate the room with the rich aural textures of today’s games. Then there is the Dolby Digital ™ Surround Sound Wireless Headphones offering 5.1 sound in a private setting.

So, what made Pioneer move into this gaming space and what are the particulars on the products. For that, GameZone went to the source and chatted with David Bales, Marketing Manager for Pioneer Electronics (USA) Inc.

Question: Pioneer has long been known for its audio and video products. It seems that the latest push is to cater to the needs of gamers. What was the impetus behind this?

David: Xbox 360™ has several features we like including high-definition capability, networking, and 5.1 surround sound. We see the new "gaming platform" as another exciting source of entertainment complete with games, music, video, and photos, all in the living room. Our products – plasma television, A/V receiver, surround sound speakers and wireless surround sound headphones – can help maximize the gaming experience.

Q: What products are currently targeted toward gamers?

David: All of the products listed above are ideal for gaming. We always try to re-iterate the benefits to gamers and/or the gaming experience in all of our communications. While our products are ideal for gaming, they enhance any movie, music and PC entertainment experience.

Q: In regards to the PureVision™ plasma television – is this geared mostly toward consoles or is the resolution high enough to hook up to a PC and render out the amazing images that one expects from a PC monitor?

David: You can definitely hook up a PC to a PureVision™ plasma TV; just think of it as a big XVGA computer monitor. You'll be at least 8 to 10 feet away so the image size will be close to what you'd have with a 15" monitor 18" inches from your nose.

Q: It has been said that you are a huge gamer. What games are you currently playing and what is your setup?

David: I prefer simulation games: Ghost Recon II, Call of Duty, Battlefield II. Some of my favorite are the racing simulator games Forza and Project Gothem II. I have the rig, a 50" Elite plasma TV, one of Pioneer’s flagship Elite A/V receivers and speakers, as well as the Dolby Digital™ surround sound headphones. A high-speed cable and a Linksys router are in my living room hard-wired to an Xbox 360 and wireless connection for my home network. I use Windows Media Connect to share PC content on my plasma and surround sound system, and I’m also currently using a Madcatz 360 racing wheel; I'm very excited to try the new force feedback wheels coming soon for Xbox 360.

Q: With the gaming market reaching new technological milestones in terms of software quality – on both an audio and visual level – how is Pioneer working to keep pace with the new trends to provide gamers with products that will give a rich and immersive experience?

David: To be honest, I think it may be more about the gaming industry actually keeping up with us. 1080i resolution and Dolby Digital games are a great fit for what we've been doing for several years.

Q: Pioneer is also offering a Dolby Digital surround sound wireless headphone system. In laymen's terms, how does one effect surround sound in a restricted field like that offered through headphones?

David: We’re able to do a lot with digital sound processing (DSP) from Dolby Digital Headphone technology. The system takes a Dolby Digital or DTS 5.1 signal and uses the discrete channels to create an "out of head" sound field from two headphone speakers. Head-related transfer (HRT) DSP algorithms - very cool. I highly recommend the technology story on Dolby Headphone from the Dolby Web site; it's amazing technology. I can't live without them for late-night gaming, when you really need the surround sound audio cues. You can actually hear people walking and talking from behind you.

Q: There is little doubt regarding the quality of the name brand Pioneer brings to the table. But that has not always been associated with gaming. How is Pioneer positioning itself for a foray into this marketplace?

David: Again, we feel that our products represent the leading edge of high-definition television and multi-channel sound. Gaming is simply another media that our products enhance. We are excited about what gaming has done relative to the Hollywood movie connections and the whole entertainment package that this software brings. For example, the Star Wars movies and game, the Spiderman movies and game, and so on. We see this trend continuing and we want to be sure that the Pioneer brand is always top of mind. Gaming is also a huge catalyst for home networking, which is an area we are also promoting. PC and gaming entertainment are two new sources of entertainment that we feel are best experienced on a flat screen with big sound, and in the living room. As for dedicated gaming products from Pioneer, we have partnered with Microsoft to build a licensed for Xbox 360 5.1 gaming sound system. The system is cosmetically matched to the Xbox 360, offers big sound, front stage surround, room calibration with microphone and a comprehensive universal remote control that allows complete control of our system plus Xbox 360 menus and guide buttons. We see this as a Pioneer product designed for a fairly specific application with all of our quality and our brand reputation intact.

Q: For people considering a purchase, what elements do you think they should consider before plunking down their money on either a video device (television or monitor) or sound system?

David: A digital television – be sure its HD. Go to the stores and compare brands. Purchase the biggest and best picture based on critical viewing of detail, contrast and color. We're very confident that if you look at a Pioneer or Pioneer Elite panel, you'll want to buy it. For audio, I see two choices: component receiver and speakers or a complete sound system. If critical music listening and potential higher volumes are required, go with a solid A/V receiver and speakers. If it’s home theater, casual music, and gaming – limited volume levels (which can be quite high) then go with a system that compliments your decor, HDTV, and lifestyle. Be cool. Get something that suits your aesthetic tastes. Check the performance. Spend a little more and get the most quality you can afford; you'll be glad you did. There are some very cool complete powered speaker systems like our HTS-560DV that have a very small footprint, flat TV cosmetics, and deliver very good performance for the money. If you’re an Xbox 360 enthusiast, you have to go for our HTS-GS1, and have a dedicated gaming and multi-media system.

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