Synergy refers to two or more entities working together to achieve a greater effect than if they acted independently. An example is Electronic Arts promoting their FIFA World Cup 2010 game through a partnership with Coke, where Coke cans had codes unlocking FIFA game content. This benefited both companies through increased exposure. Companies also achieve synergy by creating related products around a big film or game, like toys and games for a movie, which help drive interest and sales across the product lines. Releasing similar products simultaneously allows companies to consolidate marketing efforts for a big product launch. Machinima can also enable synergy through using game engines to create films that connect the video game and film industries. Releasing products simultaneously can benefit production, distribution and marketing through

1. SYNERGY Institutions and Audiences: Video Games