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This is based on 'Sims Freeplay', 'Metroid Prime 2: Echoes' and 'Tomb Raider Anniversary'.
To what extent does ownership affect the production, distribution and consumption of
video games?
You should refer to your gaming case studies (25 marks)
SIMS Freeplay is owned by EA, who are one of the major game publishers. It is well known
for FIFA and remains one of the world’s most commercially successful video games. This
allows for additional funding when it comes to marketing and distribution but also
consumer awareness that it is connected to a franchise originating in 2006. Although SIMS
Freeplay is a free app, the game player knows that she/he can purchase add-ons and have
the reassurance of quality when it comes to the product. In many ways, EA were exploiting
the emerging success of app games in releasing Freeplay. Association with EA also allows
for commercial expansion with successful brands like Diesel and IKEA linking themselves to
the success of the game while convergence and promoting consumerism by EA ensures
brand extension – within the game you can buy clothes and shows for example with the
argument that the game is also selling a lifestyle.
Tomb Raider Anniversary also forms part of a long running franchise that dates back to
1996, now owned and published by Square Enix – Anniversary was owned by British
Company Eidos Interactive until they were bought out. From a consumption point of view,
it was important for Eidos to represent the unique selling point of the game, Lara Croft in a
progressive way but in a way that the consumer would recognise and buy into. They were
able to launch a cross platform marketing campaign but also release the game on multiple
platforms ensuring institutional synergy. Because of the established status of the game –
the brand – in the marketplace, they were also able to attract high profile advertisers like
Lucozade and Nike into non media tie-ins. Crucially for Eidos, the release of Anniversary
coincided with the growth of Steam, the online platform which was also exploited.
Metroid Prime 2: Echoes was developed by the iconic institution, Nintendo, and remains
one of their most successful franchises – like EA, Nintendo is part of the oligopoly of
conglomerates that dominate the industry and as such have flexibility when it comes to
production values and marketing strategies. Using Hesmondhalgh, Nintendo exploits the
concept of vertical integration through its control of production, distribution and exhibition
(audience consumption) by minimising risk and maximising profit. Convergence was also
crucial to the game with a multi-platform release including a strong online presence.
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