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Media ownership video games

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Media ownership video games Media ownership video games Presentation Transcript

  • Institutions and Audiences: Video Games
    • Licenses, brands, technology, software, hardware, the intellectual property (IP).
    • What effect does this have on the industry?
    • Rockstar own the GTA brand – their developers are part of the same company so they also own the game code as well. No one else can make ‘GTA’ branded games.
    • Rockstar have created the characters themselves.
    • Rockstar created their own game engine (RAGE) enabling them to make uniquely realist graphics. However they had to license other technologies such as Euphoria (a game animation engine) and Bullet ( open source   physics engine )
    • Rockstar had to license all the songs in the game at the cost of approx $5000 per track. They had to license the TV footage such as Ricky Gervais’ comedy show.
    • Microsoft paid $50 million for the exclusive rights for the GTA 4 downloadable content (DLC) – so obtaining the right media ownership can be used to sell consoles.
    • Publishers have to pay for ‘licenses’ from other intellectual properties (exclusive rights) such as films (Bond, X-Men, Spider-Man), sports stars and events (FIFA, Tiger Woods), car designs (Gran Turismo), TV shows (X Factor), songs Guitar Hero.
    • These all cost money – more you spend on licensing that may attract sales, the less you have for development.
    • Developer allow consumers to access their technological IP - Valve who make Team Fortress and Half Life give fans access to their development tools so they can create their own maps and games.
    • Apple allow developer to get the Apps Software Development Kit (SDK) for free so they can make IPhone apps (but then take 30% of the revenue).