1. Audiences &
Institutions:
Distribution,
Synergy,
Symbiosis

2. Where do you access your
games?
 GAME – The Shop
 HMV
 XBOX Marketplace
 Play.com
 Amazon
 PlayStation Store
 Itunes
 Steam
 Apple App Store
 Ebay

3. Old Distribution Model
 Retail centric – physical stores
 Reliant on the manufacture and
supply of the games disc and
packaging
 Requires more initial outlay by
the games publishers to produce
the disc and box, this eats into
their profit.
 Limited space in store so limited
stock and choice

4. New Distribution Model
 Games available: ONLINE
 PlayStation Network is free if you own the PS3
 Xbox Live is subscription based
 App Store – download iPhone/Pod/Pad games
(collectively known as iOS devices)
 Other online services – Steam.
(You may want to research OnLive as a case study!)

5. Online
shopping

6. What is the point of
a games expo like
Play yesterday?

7. What is the point of
a games expo like
Play yesterday?
 Marketing – Many many people will have gone home after this weekend
and mentioned to at least one person about the Wii U or Halo 4. Even
more people will have mentioned it on social network – creating a buzz
and a form of viral marketing.
 It is a point of exchange between media consumer and the producer.
This could have been through the developer Q and A‟s or developers
networking with others in their field – breeding creativity and maybe
new ideas!
 The serving of loyal „subculture‟ communities – such as the retro
market, card game roleplayers and the cosplay market. Specialist
retailers had their market right where they wanted them! If you wanted
a replacement pinball machine part, bespoke Pacman arcade cabinet for
your bedroom or wanted to know how to make your own Chun Li
costume, you could have got one!
 The retro market was well catered for – remember the average age of
gamer targeted is around 30. Those who grew up with Sonic, matured
with GTA and know their way around COD. Hence large number of
retro-themed stalls selling games, posters, t-shirts etc.
 Developing the sense of community – meetups, e-sports, anime traders

8. Synergy
Synergy (from the Greek meaning working together) is the term used
to describe a situation where different entities cooperate advantageously
for a final outcome. Simply defined, it means that the whole is greater
than the sum of its parts.
It‟s the „strategy of synchronising and actively forging connections
between directly related areas of entertainment‟.
New Technologies support this process – web, dvd, downloading. Media
institution exploit various platforms to sell various products related to
one film (e.g. film and soundtrack and video game).
Symbiosis is the linking up of various companies to make profits from
one product

9. An example of synergy
from Disney
Outlets
CD
DVD
Game

10. An example of synergy from Working Title Films….
Sound Track
DVD

11. Symbiosis
 This is when different companies work together to promote
a range of related products. Eg High School Musical the film
will enable spin-offs like Happy Meals, Easter Eggs,
bedlinen, toy characters etc and the distributor will agree
licensing deals for companies to make and sell this
merchandising. A % of the profits will go back to the
distributor
 Walt Disney pioneered symbiosis marketing techniques in
the 1930s by granting dozens of firms the right to use his
Mickey Mouse character in products and ads, and continued
to market Disney media through licensing arrangements.
 These products can help advertise the film itself and thus
help to increase the film's sales. For example, the Spider-
Man films had toys of „webshooters‟ and figures of the
characters made, CD soundtracks, video games, DVD‟s and
other merchandising.

12. Technological Convergence
 Technological Convergence is the process by which a range
of media platforms are integrated within a single piece of
media technology.
 For example the new Xbox 360 is a games console, a DVD
player, an internet modem.
 The iPhone is a phone, a camera, a video camera, an mp3
player, an FM radio, a games console, a web browser, a
palmtop computer.
 This demonstrates „convergence‟ of a wide range of
technologies.
 Media institutions recognise that audiences enjoy using
converged technology, want to consume media in a variety
of different ways (including „on the go‟) and provide short
form content for downloading eg video clips, trailers, music
videos, jingles, wallpapers, music tracks etc

13. TASK: Synergy and Symbiosis
1. Define these two terms without
copying and pasting.
2. The examples earlier in the PPT used
the film industry - Explain them using
your own examples from the games
industry – you will have to think about
what to research. Googling “symbiosis in
games” will not give you what you need!