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Synergy video games

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Synergy between two companies can maximize exposure and impact for both through coordinated marketing strategies. For example, when EA launched its FIFA World Cup 2010 game, it partnered with Coke by including codes in Coke cans that unlocked in-game content, promoting both brands. Related products also create synergy, like toys and films promoting each other. Companies releasing similar products at the same time can jointly market one big launch. Machinima films created using game engines show synergy between the film and video game industries through cross-promotion of related products or simultaneous multi-product releases.

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SYNERGY Institutions and Audiences: Video Games
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