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Rockstar origins of the company
1. ROCKSTAR GAMES
Why would a games company want to call
themselves Rockstar?
TASK: What words do you associate with this
word? tinyurl.com/rockstarword
2. Rockstar Games
โข Games publisher and developer.
โข Established in 1998 by five Brits.
โข Subsidiary of US game publishers Take
Two.
โข Headquarters in New York
โข Most famous by the Grand Theft Auto
series.
3. How it was formed
โข BMG (Bertelsmann Music Group) created a
games publishing division called BMG
Interactive.
Pandemonium 2 for the
PlayStation (1997)
Three Lions for the
PlayStation (1998)
4. Grand Theft Auto
โข Released for the PC in
1997 and PS in 1998
โข Developed by DMA
Design
โข City based, top down
action game that gave the
player real freedom
โข Controversial content
used to sell the game
โข Sold 1 million
5. GTAโs Significance
โข Ground breaking
freedom
โข Adult content and 18
certificate - designed
for โmature gamerโ
โข Provocative marketing
โข BMGโs Interactive
most successful game
โข BMGโs IP.
6. โข 1998 - BMG sell Interactive division to
New York games publishers Take Two
Interactive.
โข BMG Interactive employees Sam Houser,
Dan Houser, Jamie King, Terry Donovan
and Gary Foreman pitch the idea of creating
โcoolโ gaming publishing label.
โข Rockstar Games created in 1998.
โข Described as Take Twoโs โhigh-end video
game publishing divisionโ.
7. The big idea
โข โAbove all, I wanted to start a label for the
games industry like the labels you saw in
the record industry. At that time, games
were positioned as either toys or bits of
technology. But I was interested in a hip,
happening label, more about lifestyle, not
toys or technology. A valid form of
entertainment. Take-Two said off you go.โ
Sam Houser, 2000
8. Sam Houser
โข Founding member and
President of Rockstar
โข Born 1972
โข Join BMG record
group at 17
โข Worked in A&R and โข Applied skills learnt
Marketing in the recording
โข Join BMG Interactive industry in the games
industry
โข Worked on original โข Obsessed with
Grand Theft Auto details
9. The plan
โข Make a games brand that was โcoolโ
โข Create games that would appeal to wider
audience - people with interest in films,
music and popular culture
โข Deliver integrity between design, product
and marketing.
โข Apply development and marketing
strategies used in other areas of
entertainment
11. DMA Design
โข Established in 1988 in Dundee to make
games for the Amiga
โข First success space called Blood Money
โข Huge success with Lemmings โ sold 20
million units on 21 different formats
โข Made Uni-racers for N64, caught attention
of Nintendo.
โข Developed Body Harvest for N64 launch.
12. Race N Chase
โข Top down, city based cops and robbers
game
โข Became Grand Theft Auto and was
published by BMG Interactive
โข Gremlin bought DMA, who were then
themselve bought out by Infogrames but
due to BMG link, DMA werenโt part of the
deal
13. GTA 2 and beyond
โข Released GTA: London 1969 in 1999 followed by
GTA 2 which sold 2 million copies.
โข Developed and released GTA 3 as DMA Design
โข After the successful release of GTA 3 Rockstar
Game bought DMA, renamed them Rockstar
North and moved the studios to Edinburgh
14. Student Case Study
โข In pairs, choose a game from the Rockstar
catalogue (not GTAIV) and begin your own
case study.
โข Include information on the production,
marketing, distribution and consumption of
this game.
15. Things to include:
โข Where it was developed (which Rockstar division), what
were the cultural influences/references? Dates it was
released and on what consoles?
โข How it was marketed? Look at the posters, cover art and
trailers and analyse them in the context of Rockstarโs
reputation for provocative marketing. Is there a website for
the game, what kind of things are on the website? Is there a
relationship between this and other brands?
โข How it was distributed and previewed. Where was it made
available? Online only or in shops? Are there gameplay
previews?
โข How it was received by critics and gamers? Look for
games reviews and pick out some key quotes regarding the
games USP. Who is the target audience and how can you
tell? How many units did it sell and how much money has
it made Rockstar?
Work in pairs and construct a Powerpoint to be presented