Synergy video games

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Synergy video games

  1. 1. SYNERGY Institutions and Audiences: Video Games
  2. 2. What is it? <ul><li>The interaction of two or more agents (media organisations or products) to ensure a larger effect than if they acted independently. </li></ul><ul><li>Synergy is primarily a marketing strategy designed to maximise the amount of coverage and impact of any exposure the brand/product/game etc will get at specific time, but it can also be seen in terms of distribution and production. </li></ul>
  3. 3. Example <ul><li>Cross promotion </li></ul><ul><li>When Electronic Arts where launching their World Cup 2010 game they had a cross promotion with Coke. The idea was that special cans of Coke had codes printed on them, that when entered in the FIFA game would unlock new game content (specifically new player celebrations). </li></ul><ul><li>This is synergy as Coke get exposure as the football fans choice of drink and Electronic Arts get spread the word about their World Cup game to greater amount of people. Coke win, EA win. SYNERGY! </li></ul>
  4. 4. Example <ul><li>Related products </li></ul><ul><li>Companies can achieve synergy by creating a variety of linked products. This always happens for big budget films so when the new Spider-Man film comes out you get toys, duvets, games, comics, annuals, costumes etc. </li></ul><ul><li>All these products help each other to sell or have a greater impact – so the blokes who love the film get the game, the kids who love the toys want to see the film. </li></ul>
  5. 5. Example <ul><li>Simultaneous release </li></ul><ul><li>For companies that have got similar products coming out it makes sense for the release dates to be the same so the marketing push can be schedule for one big launch. </li></ul>
  6. 6. Machinima <ul><li>Machinima is the term given to films created through using a game engine. </li></ul><ul><li>Most popularly used engines are from FPS games such as Half Life and Unreal Tournament. </li></ul>
  7. 7. Machinima <ul><li>Can also be related to Synergy </li></ul><ul><li>Creating films using a game engine- Film industry and video games industry working together! </li></ul><ul><li>If film is based on the video game- cross promotion/Related product </li></ul><ul><li>If released at the same time- simultaneous release </li></ul>
  8. 8. TASK <ul><li>There are effects of releasing products at the same time in production, distribution and marketing? </li></ul><ul><li>Individually read the given article and summarise your findings </li></ul>

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