Synergy video games
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Simultaneous Release, Cross Promotion and Related products are examples of Synergy at a MARKETING level. However, you must also consider Synergy at a PRODUCTION and DISTRIBUTION level. Here is how you can do that:
PRODUCTION: so, synergy is about a larger effect which has come about from two or more agents which could not be done at an individual level.
At a production level you will need to think about synergy with Media Convergence. For example, two media organisations could be used whilst producing a game in order to have a better effect on the quality of the game.
Video Games Industry + Music Industry = realistic effect on game better experience for its audience = Synergy. The Video Games Industry has worked with the Music Industry to produce a better and more realistic experience for its audience.
DISTRIBUTION: distribution companies that work with other organisation in order for the release of the game to have the right effect. For example you could get some distribution companies working with the Retail Market, others working with Online organisations and others who work with both. This means that more than one organisation has to work together in order for the game to have its intended release date and style.
Distribution company + Online organisation + Retail organisation = larger effect on release method = Synergy!
Simultaneous Release, Cross Promotion and Related products are examples of Synergy at a MARKETING level. However, you must also consider Synergy at a PRODUCTION and DISTRIBUTION level. Here is how you can do that:
PRODUCTION: so, synergy is about a larger effect which has come about from two or more agents which could not be done at an individual level.
At a production level you will need to think about synergy with Media Convergence. For example, two media organisations could be used whilst producing a game in order to have a better effect on the quality of the game.
Video Games Industry + Music Industry = realistic effect on game better experience for its audience = Synergy. The Video Games Industry has worked with the Music Industry to produce a better and more realistic experience for its audience.
DISTRIBUTION: distribution companies that work with other organisation in order for the release of the game to have the right effect. For example you could get some distribution companies working with the Retail Market, others working with Online organisations and others who work with both. This means that more than one organisation has to work together in order for the game to have its intended release date and style.
Distribution company + Online organisation + Retail organisation = larger effect on release method = Synergy!
Importance of Synergy (Simultaneous Release)
What the effects of releasing products at the same time in production, distribution and marketing?
Production
There is pressure on the developers to complete a game for simultaneous release on different consoles – so Rockstar were under pressure to make the same game for 3 different formats: PC, PS3, Xbox 360, each with their different problems. It was rumoured that the reason for GTA 4’s delay was that Rockstar were struggling to perfect the PS3 version.
Releasing games simultaneously on different formats is a costly process.
There is pressure on the developers to complete a game for simultaneous release on different consoles – so Rockstar were under pressure to make the same game for 3 different formats: PC, PS3, Xbox 360, each with their different problems. It was rumoured that the reason for GTA 4’s delay was that Rockstar were struggling to perfect the PS3 version.
Releasing games simultaneously on different formats is a costly process.
If games are released to coincide with the release of a film/TV show, this brings its own problems: a strict deadline that can’t be avoided. You can’t have the Harry Potter game coming out six months after the film.
Distribution
Simultaneous release means that the distributers have to organise discs and packaging for thousands of copies of the game, for the various formats. Logistically and financially, this is a big undertaking. If successfully done it can lead to a big opening weeks. If not it can lead to shortages (consumers frustration) or (if the game is unpopular) masses on unsold discs.
Because of this, digital distribution (downloads, OnLive) is an attractive option for publishers as they wouldn’t have to create as much boxed copies.
Simultaneous release means that the distributers have to organise discs and packaging for thousands of copies of the game, for the various formats. Logistically and financially, this is a big undertaking. If successfully done it can lead to a big opening weeks. If not it can lead to shortages (consumers frustration) or (if the game is unpopular) masses on unsold discs.
Because of this, digital distribution (downloads, OnLive) is an attractive option for publishers as they wouldn’t have to create as much boxed copies.
Marketing
For synergy in marketing it is best to use cross media convergence - so instead of using just having magazine coverage, why not combine it with other media coverage – synergy in release of information to increase its effectiveness.
E.g. The first magazine coverage of GTA 4 came out as the same day as the release of the first trailer on the internet. (This is tactic used for many big games, COD, FIFA, etc).
Synergy in marketing is important ensure it spreads information about the game in a carefully coordinate chunks. E.g. When FIFA 11 is coming out you get magazine coverage, conventional advertising, and interview with the box stars (Rooney, etc) in the mainstream press - in the same week/month.
A bit of controversy helps as well (think COD: Modern Warfare 2 airport level)
For synergy in marketing it is best to use cross media convergence - so instead of using just having magazine coverage, why not combine it with other media coverage – synergy in release of information to increase its effectiveness.
E.g. The first magazine coverage of GTA 4 came out as the same day as the release of the first trailer on the internet. (This is tactic used for many big games, COD, FIFA, etc).
Synergy in marketing is important ensure it spreads information about the game in a carefully coordinate chunks. E.g. When FIFA 11 is coming out you get magazine coverage, conventional advertising, and interview with the box stars (Rooney, etc) in the mainstream press - in the same week/month.
A bit of controversy helps as well (think COD: Modern Warfare 2 airport level)
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