Thursday, 25 November 2010
THE GAMES INDUSTRY
Introduction
The games industry, once a niche form of interactive entertainment often dismissed as being for children or teenage boys, is now a multi-billion pound industry that rivals the film industry in terms of revenue and prestige.
Gaming was perceived as having ‘hobby culture’ (created by enthusiasts rather than big business) as recently as the 1970s so this is relatively young industry and the way it functions is constantly changing. The main reason for this is due to it being a technology led industry, and as software and hardware develops so does the framework around which games are created, sold and consumed.
Institutions
The games industry is made up of the following institutions:
Developers
Games are created by development studios comprised of software engineers, artists and programmers who write the code, create the structure and animate the game making them playable for gamers. It’s these developers that are perceived as the ‘talent’ in the industry.
PublishersThese are companies that are responsible for the marketing and distribution of the game.
Distributor
A distributor works with retailers (shops, online) to make product available for the consumers to purchase. In the games industry the Publisher usually handles the distribution.
Hardware manufacturersWhile developers create software, other companies create the hardware that the games run on. In the games industry the major players are Microsoft, Sony and Nintendo who make the Xbox 360, PlayStation 3 and Wii respectively. There are, however, many other types of hardware apart from consoles on which games can be played such as PC, phones and handhelds (DS, PSP).
Consumer
Or ‘the audience’ - anyone that buys, plays, downloads games.
Structure
Below is a basic illustration of how the videogames industry functions and the process in which games go from ‘concept to consumption’:
Developer - Publisher – Distributor – Hardware – Consumer
Key Definitions
ALL STUDENT NEED TO KNOW THE FOLLOWING DEFINITIONS
Proliferation
Definition: A rapid increase in the number of a certain type of product.
Use: There are a number of different gaming formats, each with their own unique qualities - PS3, 360, Wii, DS, PSP, 360 and PC - subsequently Rockstar have to adapt their GTA experience to suit the format. So the PS3, 360 and PC get complete the GTA 4 experience, the DS, PSP and phone get GTA: Chinatown Wars.
Technological convergence
Convergence of media occurs when multiple products come together to form one product with the advantages of all of them.
Use: The PlayStation3 is an example of media convergence as it is machine that not only plays game, but can be used to watch Blu-Rays, surf the internet and organise and display digital content such as photos and music.
Media Convergence
When old and new media intersect in such a way that the way in media producers and media consumers interact changes.
Use: The consumption of GTA 4 is a good example of media convergence as consumers have used both old and new media to alter the way in which they experience the game. For instance GTA fans have used the internet to create fansites and communities to share tips, stories and experiences about the game. They have also developed their own modifications and shared them over the internet.
Or when two different media types combine to create a new experience.
Use: GTA4 uses licensed tracks for the radio stations in the games combining videogames and popular music to create new realistic experience and environment.
Synergy
Definition: The interaction of two or more agents to ensure a larger effect than if they acted independently.
Use: Rockstar used synergy in their marketing by timing the release of the first trailer to coincide with the release the first GTA 4 magazine preview which was in the US games magazine Game Informer.
Viral Marketing
Definition: A marketing technique aiming at reproducing "word of mouth", usually on the internet and through existing social networks.
Use: Rockstar used viral marketing to increase awareness of GTA 4 by setting up spoof websites designed to be ‘discovered’ by GTA fans who would then spread the word.
Guerilla Marketing
Definition: The use of unconventional and low cost marketing strategies to raise awareness of a product.
Use: To promote GTA 4, Rockstar used Guerilla marketing, putting up ‘wanted posters’ over New York, stickers up on notice boards and commissioning works of graffiti that featured characters from the game.
Vertical Integration
Definition: Absorption into a single firm of several firms involved in all aspects of a product's manufacture from raw materials to distribution.
Use: Rockstar Games have become a vertically integrated company by buying developers they have previously worked with, such as DMA Design who became Rockstar North and Angel Studios who became Rockstar San Diego. By doing this Rockstar have control over development, funding and marketing of their products.
Third Party Game
A game made by a company that is completely independent from the manufacturers of the console that the game is played on.
Second Party Game
A game created exclusively for a specific console through a contract agreement with the console manufacturer. (The console manufacturer may own a percentage of the studio, but not enough to give it a controlling interest.)
First Party Game
A game created by the console manufacturers themselves or by a developer in which the console manufacturer has a controlling interest (over 51% of shares).
Game Engine
A game engine is a software system designed for the creation and development games.
Developer
The software developers who create the game.
Publisher
The company that funds, market and distribute games that they have developed internally or have commissioned or acquired from an independent games developer. (NB even though most publishers also develop games as well, they are referred to as ‘publishers’ to differentiate them from the companies that just develop games.)
Machinima
Derived from the words ‘machine’ and ‘cinema’, Machinima is art of filmmaking created by using real-time recording of computer games, virtual worlds or any already-existing 3D digital worlds.
Modding
Modding is a slang expression that is derived from the word "modify” and refers to the act of modifying a game to perform a function or to include content not originally conceived or intended by the designer, and then usually shared via the internet.
Sandbox Game
A game that allows the gamer to ignore the main objectives of the game (usually the Story Mission) and engage in other non-goal orientate activities.
Definition: A rapid increase in the number of a certain type of product.
Use: There are a number of different gaming formats, each with their own unique qualities - PS3, 360, Wii, DS, PSP, 360 and PC - subsequently Rockstar have to adapt their GTA experience to suit the format. So the PS3, 360 and PC get complete the GTA 4 experience, the DS, PSP and phone get GTA: Chinatown Wars.
Technological convergence
Convergence of media occurs when multiple products come together to form one product with the advantages of all of them.
Use: The PlayStation3 is an example of media convergence as it is machine that not only plays game, but can be used to watch Blu-Rays, surf the internet and organise and display digital content such as photos and music.
Media Convergence
When old and new media intersect in such a way that the way in media producers and media consumers interact changes.
Use: The consumption of GTA 4 is a good example of media convergence as consumers have used both old and new media to alter the way in which they experience the game. For instance GTA fans have used the internet to create fansites and communities to share tips, stories and experiences about the game. They have also developed their own modifications and shared them over the internet.
Or when two different media types combine to create a new experience.
Use: GTA4 uses licensed tracks for the radio stations in the games combining videogames and popular music to create new realistic experience and environment.
Synergy
Definition: The interaction of two or more agents to ensure a larger effect than if they acted independently.
Use: Rockstar used synergy in their marketing by timing the release of the first trailer to coincide with the release the first GTA 4 magazine preview which was in the US games magazine Game Informer.
Viral Marketing
Definition: A marketing technique aiming at reproducing "word of mouth", usually on the internet and through existing social networks.
Use: Rockstar used viral marketing to increase awareness of GTA 4 by setting up spoof websites designed to be ‘discovered’ by GTA fans who would then spread the word.
Guerilla Marketing
Definition: The use of unconventional and low cost marketing strategies to raise awareness of a product.
Use: To promote GTA 4, Rockstar used Guerilla marketing, putting up ‘wanted posters’ over New York, stickers up on notice boards and commissioning works of graffiti that featured characters from the game.
Vertical Integration
Definition: Absorption into a single firm of several firms involved in all aspects of a product's manufacture from raw materials to distribution.
Use: Rockstar Games have become a vertically integrated company by buying developers they have previously worked with, such as DMA Design who became Rockstar North and Angel Studios who became Rockstar San Diego. By doing this Rockstar have control over development, funding and marketing of their products.
Third Party Game
A game made by a company that is completely independent from the manufacturers of the console that the game is played on.
Second Party Game
A game created exclusively for a specific console through a contract agreement with the console manufacturer. (The console manufacturer may own a percentage of the studio, but not enough to give it a controlling interest.)
First Party Game
A game created by the console manufacturers themselves or by a developer in which the console manufacturer has a controlling interest (over 51% of shares).
Game Engine
A game engine is a software system designed for the creation and development games.
Developer
The software developers who create the game.
Publisher
The company that funds, market and distribute games that they have developed internally or have commissioned or acquired from an independent games developer. (NB even though most publishers also develop games as well, they are referred to as ‘publishers’ to differentiate them from the companies that just develop games.)
Machinima
Derived from the words ‘machine’ and ‘cinema’, Machinima is art of filmmaking created by using real-time recording of computer games, virtual worlds or any already-existing 3D digital worlds.
Modding
Modding is a slang expression that is derived from the word "modify” and refers to the act of modifying a game to perform a function or to include content not originally conceived or intended by the designer, and then usually shared via the internet.
Sandbox Game
A game that allows the gamer to ignore the main objectives of the game (usually the Story Mission) and engage in other non-goal orientate activities.
AUDIENCE REACTION TO GAMES
There have been lots of different reactions to games from lots of sources.
For example, a survey by Newman told the public, ‘Video game fanatics are like cocaine addicts who get an instant rush from an electronic fix’. This seemed to be the view of a lot of people because it has been said for a long time that these video games are to blame for some of the worst crimes in recent memory. These include the James Bulger murder and the Columbine School Murders in the United States. These were blamed on the ‘Copycat Theory’ in which scientists believe what you see will act as a stimulant for your actions.
Grand Theft Auto 4 was also greeted with a similar, frosty reception from critics.
The Daily Mail branded the game ultra-violent, which wasn’t really fair as the game hadn’t been out long enough for a fair judgment to be made on it. They also seemed happy when they were able to report a stabbing at the games launch, proof in their opinion that the game was as violent as expected. It happened in Croydon, with a 23-year-old male being the victim. People thought that this was a publicity stunt due to the blood and the man staggering among them, only realizing that it was genuine when the police arrived.
The game wasn’t all bad press though, with a lot of the big gaming magazines/ reviewers giving very high ratings to the game. Xbox World 360 gave the game a 98% rating, the highest ever for a game at the time and the second of all time to date. It was only beaten by 1% by Super Mario Galaxy 2. This can’t be a bad thing for the game as it’s publicity will be sky-high, probably the reason that it sold over 3.7 Million units on its first day of sales alone. This was a phenomenal figure, considering that country would have been in recession at the time. The money made would be in the region of £120 Million. To date it has sold around about 17 Million Copies.
However, away from the sales figures the game did have problems – people complaining about how violent the game was, making the Daily Mail’s article seem much more reliable/ valid. People complained that the message was sending out was all wrong, saying it encouraged revenge, violence against women and being in an intimidating gang. Although it was reported by London newspaper METRO that crime rates had fallen, this wasn’t a true reflection on the effect that this game was having on people. According to Tanya Byron, the game did cause people to be more violent, but it was only for the short term. Following this theory, the people wouldn’t go out and commit a crime they’d just be angrier while still in the house. This was supported by the fact that in 2008 there were 2114 accounts of domestic violence recorded by the Home Office, this is one of the highest in recent years and equates to just over 40 cases a week, just under 6 A WEEK. It can’t be proved that this was down to GTA but researchers believe at least some of the cases were.
I think that GTA could promote violence, because of how prominent it is the game. Also newspapers similarly slated the beating of women, which was included in the games storyline.
JORDAN THORNHILL.
Wednesday, 24 November 2010
Strategy For GTA: Zombie Apocalypse
• Billboards will appear in between trailers. They will be in densely populated areas like cities – so that there is a better chance of it being seen.
• Quarantine Posters, will go up in the start of the year, to create interest and there will be questions asked, generating word of mouth advertising.
• Spoof Sites, ‘accidentally’ leaking release dates and story – theyarecoming.com, howtosurviveazombieapocalypse.com
• Trailers, 3 Progressive, Dates.
• Put journalists from magazines and newspapers in hotels to test game. Control the environment, so that copies can’t be made. This maintains exclusivity.
• Release Date: February 13 2011 – 120 years after Whitechapel murders (where game is set)
• First development of game was in 2008. Rockstar leaked to press that game was in progress.
• (Rockstar was inspired to produce the game for it to be released on the 120th anniversary of Jack The Ripper. They had ideas for making the game and the most appropriate date of release would be the anniversary.
Game Setting
• Modern Day
• London
• City Centre, Whitechapel – because of the murders of women.
• Underground
Challenges
• Trying to keep it realistic
• Not giving too much information away
• Ensure game is better than hype
• Avoid controversy and causing offence from both London 7/7 bombings and families of victims of Jack The Ripper.
Trailers
Trailer 1 – London’s Calling - Focus on London Underground with people doing day-to-day business. Present day. July 2010.
Trailer 2 – Are you the next… Flashbacks to Whitechapel Murders. 1888 – 1891. Sepia. Props needed – old dresses, old houses – York, Durham cobbled streets. (For visualisation). October 2010.
Trailer 3 – Plan your route with care - Merge 2 together. To show what game would be like – to give exclusive visuals. Modern day London, with modern people with frequent flashbacks to old time London with old style props/ costumes. Release date will be on this trailer. December 2010.
Release dates are set out like this to control the hype. It is also long enough periods to keep back information to keep the product exclusive yet to maintain the product is in the conscious mind of the audiences.
Characters – Business People, Shoppers, Bombers, Civilians, Police, Paramedics and Firemen.
Main Character – White British, Spanish Origin, Businessman, Late 20s, Aiming to protect the public and wants to protect his family (Young) – Name: Carlos DiNozzo.
• Billboards will appear in between trailers. They will be in densely populated areas like cities – so that there is a better chance of it being seen.
• Quarantine Posters, will go up in the start of the year, to create interest and there will be questions asked, generating word of mouth advertising.
• Spoof Sites, ‘accidentally’ leaking release dates and story – theyarecoming.com, howtosurviveazombieapocalypse.com
• Trailers, 3 Progressive, Dates.
• Put journalists from magazines and newspapers in hotels to test game. Control the environment, so that copies can’t be made. This maintains exclusivity.
• Release Date: February 13 2011 – 120 years after Whitechapel murders (where game is set)
• First development of game was in 2008. Rockstar leaked to press that game was in progress.
• (Rockstar was inspired to produce the game for it to be released on the 120th anniversary of Jack The Ripper. They had ideas for making the game and the most appropriate date of release would be the anniversary.
Game Setting
• Modern Day
• London
• City Centre, Whitechapel – because of the murders of women.
• Underground
Challenges
• Trying to keep it realistic
• Not giving too much information away
• Ensure game is better than hype
• Avoid controversy and causing offence from both London 7/7 bombings and families of victims of Jack The Ripper.
Trailers
Trailer 1 – London’s Calling - Focus on London Underground with people doing day-to-day business. Present day. July 2010.
Trailer 2 – Are you the next… Flashbacks to Whitechapel Murders. 1888 – 1891. Sepia. Props needed – old dresses, old houses – York, Durham cobbled streets. (For visualisation). October 2010.
Trailer 3 – Plan your route with care - Merge 2 together. To show what game would be like – to give exclusive visuals. Modern day London, with modern people with frequent flashbacks to old time London with old style props/ costumes. Release date will be on this trailer. December 2010.
Release dates are set out like this to control the hype. It is also long enough periods to keep back information to keep the product exclusive yet to maintain the product is in the conscious mind of the audiences.
Characters – Business People, Shoppers, Bombers, Civilians, Police, Paramedics and Firemen.
Main Character – White British, Spanish Origin, Businessman, Late 20s, Aiming to protect the public and wants to protect his family (Young) – Name: Carlos DiNozzo.
Subscribe to:
Posts (Atom)