1. 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.

2. 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

3. 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.