Let's take a look at the example released by the exam board
https://www.ocr.org.uk/Images/472318-evolving-media.pdf
The development of Minecraft in 2011 came at a time when
video gaming was increasingly focusing on online and multi-platform gaming, a
response to the rise of gaming on a range of devices, other than consoles.
Digitally convergent media platforms opened up opportunities for games
distributors to reach a wider audience of non-traditional gamers who game on
media devices such as phones and tablets. This is evidenced by the media
convergence that enables digital distribution and global access which hitherto
had not been available. This was exploited by Persson in the distribution and
circulation of Minecraft, meaning fewer master copies of the game were needed.
Minecraft became a multi-platform game aimed not just at PC gamers but those
who own smartphones, Microsoft X Box consoles and hand[1]held
devices, for example.
Not only did Minecraft and its production company develop
online distribution which saved costs, it also struck deals with Nintendo, the
largest game software seller, and Sony, a hardware manufacturer and global
conglomerate. By 2014 the intellectual property rights were acquired by
Microsoft, an American multinational technology company. These gaming giants
and technology companies had a vision for a product, Minecraft, which could be
globally distributed and marketed through its community. In addition to the
sales of hardware or software, Minecraft ‘gamers’, like any other media
audience, could be sold games, add-ons and a whole range of merchandise
including Minecraft magazine, t-shirts, mugs, calendars, backpacks, hoodies,
ties-ins with Lego, Minecraft mini-games, and a proposed Minecraft movie in
2019 (with Warner Brothers film studio). This is an example of how Minecraft
had multiple conduits of revenue for its product, not only in the gameplay but,
also through merchandising, and in a very short space of time it was able to
develop itself as a leading brand of computer game. The Microsoft Minecraft
market place allows users to buy other features of Minecraft online, such as a
new realm, story mode or modification. This online marketplace is a virtual
store making it easier for Minecraft’s community to shop for its products.
Digitally convergent media platforms had a significant
impact on the distribution of Minecraft and its promotion to an audience,
allowing it to maximise profits. Recent additions include The Minecraft: Story
Mode available via Steam. Steam is developed by Valve Corporation, which offers
digital rights management, multiplayer gaming, video streaming and a social
networking service. Steam can be considered the equivalent to an online video
games store, comparable to the internet platforms iTunes or Amazon. Online fan
communities have enabled Minecraft’s audience to have an active voice in its on-going
production through detailed feedback and commentary on modifications and also
beta testing through social media such as Facebook and YouTube. In addition,
Minecraft has a Twitter account which documents game developments for its
users. Minecraft has tapped into the potential of the audience to ensure that
the audience were engaged in its development. Minecraft allowed users to create
new in-game content via beta testing processes, producing shareable,
downloadable game modifications, called mods and producing texture and resource
packs – such game development at the level of exchange is made possible by a
cloud based platform where the transfer of data is now two-way and quick. With
digitally convergent platforms the biggest threat to the video games industry
is piracy via leaked content that is playable across a number of platforms.
However, video gamers are comparable to film fans in that they are willing to
pay for game content, but will also share elements for free. As the cost of
Minecraft is kept low and accessible to many audiences due to convergent media
practices, and combined with the attitude of Minecraft that gamers will share
and develop content – a philosophy that comes from the founder Marcus Persson -
piracy of Minecraft is not as much of an issue as with other video games.
Minecraft’s embracing of online distribution and exchange offers value for
content for its users – not only in the gameplay and shareable features but in
the presence of its community. It does not just sell digital copies of a game
but also packages an online experience for them. Of course, with the backing of
Microsoft and the development of Occulus as a virtual reality headset game,
Minecraft is now being packaged as a premium games experience and one that
cannot be copied digitally.
Minecrafty now has a global mass market audience and the
game is highly successful. The takeover by Microsoft enabled Minecraft to be
delivered by the world’s leading technology company, reliant on providing
instant and online access to the game, without the need for console-based
technology. The success of Minecraft has been due to its ability to distribute
and circulate engagement amongst its users – not just gaming fans but also
non-traditional gamer audiences using digitally convergent media.
Example 2:
Explain how producers target, reach and engage audiences for video games through content and marketing. Refer to Minecraft to support your answer.
Example 3:
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ReplyDeleteMinecraft is the second most successful video game of all time behind Tetris.
ReplyDeleteIt was created and designed by Markus Persson, a game programmer, who also developed and published the game through his company Mojang. A full version of the game went on release in November 2011.
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To date, well over 121 million copies have been sold across all platforms, including over 27 million PC copies, making it the biggest selling PC game of all time.
Minecraft is a sandbox game, created and developed
by Swedish based Mojang Studios. The game has
been described as a virtual world of Lego that involves
following simple instructions in order to play it: explore,
mine and build. Users only have to log in and proceed
to create a world full of textured 3D cubes. There are
predominantly two game modes: Creative or Survival,
although more recent additions include Adventure,
Spectator and also Multi-Player modes.
Minecraft’s Swedish creator, Markus “Notch” Persson
started creating the game in May of 2009 having been
inspired by similar games such as Dwarf Fortress, a singleplayer
construction and management game; his goal was
to produce a RPG variation of such a game. Minecraft’s
initial reception wasn’t commercially viable, seen more
as a niche product for players with expert knowledge of
computers and programming.
Minecraft has universal appeal. It is useful to explore how
such a game can appeal to different ages, genders and
audiences from different social and cultural backgrounds.
The variety of different modes is certainly a contributing
factor to the game’s success, but also the way in which
audiences can control and shape their own worlds and
create new identities through mods and altering textures,
maps and craft kits.
Minecraft and subsequent versions and variations of the
game offers familiar pleasures to existing fans (narrative
features, open world gameplay etc.) along with new
elements to target a wider audience (e.g. Story Mode). The
creation of Minecraft Realms was a well-considered way
to attract and encourage audiences to use the game on
dedicated servers and increase subscription revenues.
There already exists an established network of fans across
the internet who share game footage, tutorials, mods and
hacks so that gamers can get new experiences from the
game.
Video games offer social experiences (online multi-player
options) as well as communities outside of the core game
experience. Jenkins’ key quote ‘if it doesn’t spread, it’s dead’
can be used as a discussion point to track the birth and
popularity of the franchise. Minecraft has a strong, well
developed fan base that could be researched in more detail
in relation to Jenkins’ ideas about participatory culture.
Producers of Minecraft first reached their audience when they released the game using word-of-mouth. Once they’d released the game, they let users spread the word about it in order to gain more users. Due to the game not having a specific target audience, this made it easier to spread the word as it was targeting anyone who wanted to play it. The game engages their audience by constantly releasing new updates – these include different features and modes of the game, these new modes allow the users to be freer when using it, having set features but also sandbox mode which allows them to freely use the game and encourages creativity. Since Minecraft started out, the gaming industry has drastically increased and technology has advanced – this has grown their audience and also allowed them to release the game on more than one device (e.g. PC, Xbox etc.), targeting an even wider audience. This wide audience have taken it upon themselves to make fan-made media, most commonly YouTube videos/tutorials which altogether have gained more than 47billion views. This is an extra advertising technique for Minecraft, in which the users show different aspects of the game, which make people want to download the game if they have not yet done so.
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ReplyDeleteThe modern day gaming industry is one of the largest media industries in the world with its popularity having exponentially increased with the innovation and development of the internet. Gaming producers, back in 2009 at the time of Minecraft's development, would have utilized the connectivity and global reach of the internet to publicize their game to the masses of internet users through social media and online forums. Minecraft did not have the initial funds of big media and gaming companies to be able to market their product effectively, thus the reach to more audience members was stunted and only propelled forward by engagement of the users posting and advertising the game themselves online. The introduction of the prosumer, in which the consumers of media products engage with the media product to produce content themselves, allowed for free advertisement of the game through content sharing websites such as YouTube. This was massively successful with Minecraft's audience and prosumers of the game on YouTube who utilized the sandbox features of the game to create content alongside mods and coding made possible through integration of different platforms such as Linux to increase audience engagement.
minecraft is a largely successful game, being the second most successful behind tetris, to date over 150 million copies have been sold across the world since its release date. Producers target audiences through continuous development of the game. minecraft introduced various game play modes on the game improving the content and succession of the game. sandbox mode allows you to play, create and design which in the usual survival mode, was found to be an issue as you have to work to get the materials you may be desire. This may be seen to target a younger age demographic that just want to design on the game. As well as this, as a company they have introduced split screen gaming, which allows gamers to engage and play with other people. Not only this but as the game has developed continuously to allow and cater for people to play together on different devices. As the gaming industry is constantly increasing in net worth, and audience globally minecraft have catered to the gaming globalization, which allows players to reach other gamers across the world
ReplyDeleteTo date, well over 121 million copies of Minecraft have been sold across all platforms, including over 27 million PC copies, making it the biggest selling PC game of all time. Minecraft producers first targeted their audiences through word of mouth. This worked as the gaming industry is one of the largest media industries in the world with its popularity increasing with the innovation and development of the internet. Minecraft and subsequent versions and variations of the game offers familiar pleasures to existing fans (narrative features, open world gameplay etc. Video games offer social experiences as well as communities outside of the core game experience. With no initial high funds for advertising they reached out to consumers for them to engage in the advertising of the game themselves online. This created the prosumer effect, consumers of the media product engage with the media product to produce content feature it, spreading the awareness of possibilities and creating free advertising for Minecraft and earning money themselves through like YouTube views for videos
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