Minecraft Example Question

Explain the impact of digitally Convergent Media platforms on video game production, distribution and consumption. Refer to Minecraft to support your answer. [15]

The development of Minecraft in 2011 came at a time when video gaming was increasingly focusing on online and multi-platform gaming, a response to the rise of gaming on a range of devices, other than consoles l. Digitally convergent media platforms opened up opportunities for games distributors to reach a wider audience of non-traditional gamers who game on media devices such as phones and tablets. This is evidenced by the media convergence that enables digital distribution and final access which hitherto has not been available. This was exploited by Persson in the distribution and circulation of Minecraft, meaning fewer master copies of the game were needed. Minecraft became a multi-platform game aimed not just at PC gamers but those who own smartphones, Microsoft Xbox consoles and hand held devices for example.

Not only did Minecraft and it’s production company develop online distribution which saves costs, it also struck a deal with Nintendo, the largest game software seller and Sony, a hardware manufacturer and global conglomerates. By 2014, the intellectual property rights were acquired by Microsoft, an American multination technology company. These gaming giants and technology companies had a vision for a product, Minecraft, which could be globally distributed and marketed through its community. In addition to the sales of hardware or software, Minecraft gamers, like any other media audience, could be sold games, add-ons, and a whole range of merchandise including Minecraft magazine, t-shirts, mugs, calendars, backpacks, hoodies, tie-ins with Lego, minecraft mini- games and a proposed Minecraft movie in 2022 (with Warner brothers film studio). This is an example of how Minecraft has multiple conduits of revenue for its product, not only in the gameplay but, also through merchandising, and in a very short space of time it was able to develop itself as a leading brand of computer game. The Microsoft minecraft market place allows users to buy other features of minecraft online, such as a new realm, story mode, or modification. This online marketplace is a virtual store making it easier for minecrafts community to shop for its products.

Digitally Convergent Media platforms had a significant impact on the distribution of Minecraft and its promotion to an audience, allowing it to maximise profits. Recent additions include the Minecraft:story mode available via Steam. Steam is developed by valve corporation, which offers digital rights management, multiplayer gaming, video streaming and a social networking device. Steam can also be considered the equivalent to an online video games store, comparable to the internet platforms iTunes or Amazon. Online fan communities have enabled minecrafts audience to have an active voice on its ongoing production through detailed feedback and commentary on modifications and also beta testing through social media such as Facebook and YouTube. In addition, minecraft has a twitter account which documents game developments for its users.

Minecraft has tapped into the potential of the audience to ensure that the audience were engaged in its development. Minecraft allowed users to create new in-game content via beta testing processes, producing shareable, downloadable game modifications, called mods and producing texture and resource packs- such game development at the level of exchange is made possible by a cloud based platform where the transfer of data is now two-way and quick.

With digitally convergent media platforms being the biggest threat to the video games industry is piracy via leaked content that is playable across a number of platforms. However, video gamers are comparable to film fans in that they are willing to pay for game content, but will also share elements for free. As the cost of minecraft is kept low and accessible to many audiences due to convergent media practices, and combined with the attitude of Minecraft that gamers will share and develop content- a philosophy that comes from the founder Markus Persson- piracy of Minecraft is not as much of an issue as with other video games. Minecrafts embracing of online distribution and exchange offers value content for its users- not only in the gameplay and shareable features but in the presence of its community. It does not course, with the backing of Microsoft and the development of Occulus as a virtual reality headset game, Minecraft is now being packaged as a premium games experience and one that cannot he copied digitally. 

Minecraft now has a global mass market audience and the game is highly successful. The takeover by Microsoft enabled minecraft to be delivered by the worlds leading technology company, reliant on providing instant and online access to the game, without the need for console based technology. The success of minecraft has been due to its ability to distribute and circulate engagement amongst it’s users- not just gaming fans but also non-traditional gamer audiences using digitally convergent media.

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