1. RED DEAD REDEMPTION REVISION
This handout is to be used in conjunction with the Red Dead worksheets you filled
out and the Red Dead Prezi that can be found here http://tinyurl.com/6axflzk
It’s not the complete answers or completely exhaustive but hopefully it should give
you an idea what you should be talking about in you exam.
What you must do is push yourself to think of the significance or consequence of
each aspect of production and use of a concept.
So don’t just say ‘Rockstar used RAGE to make Red Dead’ – think why is this
significant. So ‘Rockstar used RAGE to make Red Dead which allowed them to
make incredible looking graphics, which in turn help them market the game and
make it stand out from the competition.’
TECHNOLOGY
Rockstar made use of:
Playstation3, Xbox 360
RAGE
Euphoria
The internet for gameplay, updates and for distribution (digital distribution only after
the main release, however).
Internet for marketing.
Innovative way of creating and recording the music.
Use of social media (Facebook) for the Gunslingers.
Technology not made use of by Rockstar
Online streaming (OnLive, Gaikai). What would be the implications to the business
model if they did?
Mass online distribution. The main launch was still a packaged good.
If you get asked a question about digital media technology remember that video
games are by their design a ‘digital technology’. However, the way they used to be
distributed (in carts, on discs) or marketed in ways that weren’t digital.
MEDIA OWNERSHIP
Who owns what in videogames? Licenses, brands, technology, software, hardware,
the intellectual property (IP). What effect does this have on the industry.
Rockstar are owned by Take Two. While Rockstar make the majority of their own
budgetary and creative decisions it is Take Two’s stock price that is effected by the
success of Rockstar’s games. Interesting fact that shows how dependent Take Two
on Rockstar, 2010 is the first time Take Two recorded a profit in a year that a Grand
Theft Auto wasn’t released – this was thanks to the performance of Red Dead.
Rockstar own the developers, Rockstar San Diego, so won’t have issues over who

2. owns the Red Dead IP and who can make money from it.
Rockstar own the Red Dead brand (after purchasing the name and original game
from Capcom) therefore they don’t have to pay any license fee to any other
company to use their IP.
Rockstar have created all the content within the game therefore there is no issue
regarding using other companies IP.
The technology Rockstar used to create the game was primarily RAGE, which is
their own game engine. This mean they don’t have to pay to license this software off
another company, however it would have cost them a lot of money to create RAGE
in the first place.
As Rockstar created and own RAGE, they have the RAGE support staff in-house,
therefore any technical problems can be solved quickly. This helps in development.
If Rockstar had to wait for outside support this could cause delays.
Rockstar did use NaturalMotion’s Euphoria animation engine, so would have had to
pay to license to use this software.
MARKETING
During the marketing phase Rockstar used their own website to continually update
potential consumers about the various features of the game. The cost of this would
have been relatively low unlike having to pay for coverage on other company’s sites.
DISTRIBUTION
Rockstar do not own the consoles Red Dead is played on – the PS3 and the Xbox
360 - Sony and Microsoft do respectively. Rockstar have to pay these companies to
use their systems to run their games. The actual cost isn’t known but it is between
$3 to $10 per game sold. So if a game is sold for $40 the console manufacturers
take a chunk of that.
EXCHANGE
Rockstar own their own online shop so they don’t have to split any revenue earned
from sales from that particular outlet. However, other retailers (HMV, Amazon) will
usually buy each unit for approximately £30, but taking into account the cost of
getting the product and point of sale marketing, the publishers will only see around
£16 of this. That’s why digital downloads are so attractive to publishers as they take
the retailer out of the equation.
CONSUMPTION
Once it is in the customer’s hands you could argue that they now ‘own’ the product.
However, they are not allowed to whatever they want to do to the product – for
instance those gamers who hacked Red Dead and unlocked all the feature were
banned from playing Red Dead online.

3. Consumers can claim ownership of the product in more theoretical sense by using it
to create other experiences – this could be through using it as inspiration for fan art
to creating Machinima movies with the game.
Some other issues with Media Ownership
Publishers have to pay for ‘licenses’ from other intellectual properties such as films
(Bond, X-Men, Spider-Man), sports stars and events (FIFA, Tiger Woods), car
designs (Gran Turismo), TV shows (X Factor), songs Guitar Hero. These all cost
money – more you spend on licensing that may attract sales, the less you have for
development.
Developers allow consumers to access their technological IP - Valve who make
Team Fortress and Half Life give fans access to their development tools so they can
create their own maps and games.
Apple allows developer to get the Apps Software Development Kit (SDK) for free so
they can make Iphone apps (but then take 30% of the revenue).
With OnLive or Gaikai publishers may not have to split the money with retailers as
consumers will just stream their games over the net ho
There can be disputes between developers and publisher about who owns the IP.
The developers may have created the game, but the publisher legally owns the
rights to the ideas. E.g. Infinity Ward created COD: Modern Warfare, but the
publishers Activision own the names and the game. They recently had a falling out,
the Infinity Ward wikipedia page explains it well.
MEDIA CONVERGENCE
What happens when different types of media come together? What new
experiences do we get? What are the advantages?
DEVELOPMENT
Rockstar created their own soundtrack for the game, one that used traditional
instruments, but is unlike other types of music (soundtracks, pop music) as it is
dynamic – changing tone and intensity depending what the games player gets the
games characters to do.
Due to the convergence of games and the internet Rockstar had to create a
multiplayer option for Red Dead Redemption. This means more work for the
developers and the support teams to monitor the online servers, but creates more
value for the consumer.
A positive for games and internet converging for the developer is that they can
release new content and sell it to the fans enabling them to get more revenue rather
basically the same game (see Red Dead’s DLC).

4. Media convergence affects the way producers and consumers interact – this can be
seen in how Rockstar were able react to consumer grievances to the game by fixing
problems with the game with numerous downloadable updates.
MARKETING
Rockstar combined gaming and Social Networking to create their Gunslingers
game, that used Facebook to spread word of their game.
The viral marketing used convergence so you had information on old media
marketing (building mural, magazine articles) being spread by new media: fan blogs,
websites and social networking.
Rockstar collaborated with Hollywood movie director John Hillcoat to create a 30
minute film that used the games engine from the game. This is movie expertise and
storytelling, combined with videogame technology and eventually broadcast on TV.
CONSUMPTION
Media convergence affects the way producers and consumers interact. Consumers
can now create content from the game (mods, machinima) and share it with other
consumers thanks to the internet – therefore becoming producers themselves.
Consumers can play against the developer (Rockstar) thanks to the Social Club
events.
Great example of the power of cross media convergence – Farmville
When games and social media meet you get games such as Cityville, Farmville etc.
And they can only exist because of media convergence as they are:
Distributed via Facebook
Marketed via Facebook (predominately through Facebook paid for ads and viral
marketing) Consumed (played) on Facebook.
The gameplay is also dictated by social networking as it’s all about showing off your
farm to friends on Facebook. Proof that media convergence can change the
industry.
SYNERGY
The interaction of two or more agents (media organisations or products) to ensure a
larger effect than if they acted independently.
Synergy is primarily a marketing strategy designed to maximise the amount of
coverage and impact of any exposure the brand/product/game etc will get at specific
time, but it can also be seen in terms of distribution and production.
PRODUCTION
Rockstar had to develop two versions of the game – for the PS3 and Xbox360 – in
order for a simultaneous release. That meant they had to tweaked their game to suit
two system and get approval for their from two companies (Sony, Microsoft), this

5. would have created more work and cost more money than if they were making a
game for one console at a time. Releasing games simultaneously on different
formats is a costly process.
MARKETING
Synergy can be achieved in marketing by releasing information over a number of
different media types simultaneously – to maximize the impact. So for the first look
at Red Dead, Rockstar released a trailer, organized a weeks coverage with website
IGN and did a feature in the magazine Game Informer. These three different types
of coverage all came out at the same time.
Then for each new trailer or update on the official website new images and art work
allowing different news sources to produce coverage.
Rockstar used synergy by collaborating with other artist such as director John
Hillcoat for the short film and music artists such as Jose Gonzalez for the music. By
working together they both benefited – Rockstar get more ‘artistic credibility’ and
Gonzalez and Hillcoat have their work exposed to new audience. Also the press
coverage for the collaboration helps spread the word about Red Dead.
The short film was premiered on US and UK television at the time of the launch.
Rockstar used synergy with their marketing with the retailers, namely HMV, Amazon
and the US retailer Gamestop. All the voting for extra content that consumers got for
pre-ordering the game help promote not only the game itself but also the retailers. A
perfect example of two agents coming together and both benefiting.
DISTRIBUTION
Simultaneous release means that the distributers have to organise discs and
packaging for thousands of copies of the game, for the various formats. Logistically
and financially, this is a big undertaking. If successfully done it can lead to a big
opening weeks. If not it can lead to shortages (consumers frustration) or (if the game
is unpopular) masses on unsold discs. (Because of this, digital distribution
(downloads, OnLive) is an attractive option for publishers as they wouldn’t have to
create as much boxed copies.)
At the time of the launch Rockstar also main other products available for launch.
The official soundtrack was available to download from iTunes.
Rockstar launched the Red Dead clothing (T-Shirts, shirts ) on their own website.
Other issues with synergy
If games are released to coincide with the release of a film/TV show, this brings its
own problems: a strict deadline that can’t be avoided. You can’t have the Harry
Potter game coming out six months after the film.
Some examples of effective synergy
The Rio version of angry birds.
Coke and FIFA collaboration for the 2010 World Cup (see marketing powerpoint).

6. PROLIFERATION
What are the problems/positives of having loads of games and game machines?
Positives for institutions
Lots of different consoles give chance for innovation (DS, Wii, etc) – make different
type of games.
The fact that you can play games on the phone and internet mean smaller
companies can make different types of games and not compete with the console big
boys.
Games developers/publishers can create content for numerous different machines
and so not controlled by the console manufacturers. (like they were by Nintendo in
the 80s).
Negative for institutions
They have to spend more on marketing and advertising – as there’s so much other
similar content out there. (Just think of all the Call of Duty style games out there.)
This is particularly a problem for social games and iphone games as there’s so
much content out there.
Pressure to sell means that it could result in less risk and less innovation (give the
public what has sold before – just get loads of sequels).
Have to create different types of games for the different machines (GTA4, GTA
Chinatown War – also there’s over 9 different versions of FIFA 1, all have to be
created)
Positive for consumers
More choice.
Competition keeps the price down.
Can play games wherever you want – phone, home, on the go, on Facebook.
Negatives for consumers
Confusion – what console do I buy? Which motion controller do I get (Wii, Kinect,
PS3 Motion)? This can lead to consumers losing interest. Have to buy several
machines to get all the different games.
Issues for Rockstar and Red Dead Redemption
Because Red Dead was such as big and technically complex game it could only be
produced for the two most sophisticated consoles the PS3 and 360. This means
they are not able to sell their product to a huge part of the games playing market
(DS, Wii, PC, PSP etc owners).
An advantage for Rockstar was that there were very few (if any) cowboy games out
there, therefore Red Dead stood out in terms of originality. However, the draw back
was that this might suggest there wasn’t a demand or consumer appetite for a
cowboy game.

7. TECHNOLOGICAL CONVERGENCE
What is the significance of having digital devices/platforms that can play games and
consoles that have other uses.
Lets look at the main three consoles:
PS3 – DVD, Blu-Ray player, can store digital information (photos, music, films, TV),
BBC Iplayer, web browser, PS Home, PS Store.
360 – DVD, Xbox Live store (download, films, music, demos, new games), web
browser, connect to friends through facebook, Last FM,
Wii – Virtua Console (download old Nintendo games), online play, web browser,
Iplayer.
All these machines are now ‘home entertainment centres’ as they can play different
types of media this is significant: It opens up the market – consumers who might
want a Blu-ray player might get the PS3 as you can also play games in, while
otherwise they might not have invested in just a games machine.
It positions the games machine in the lounge (family room) rather than in the
bedroom. Now the console is a family possession and encourages family to invest in
family games (Mario Kart, Wii Sports, Singstar, Kinect).
The most significant part of technological convergence is fact that all these console
are online which allows for:
Online play
Online sharing of ideas
Downloading new content and new games.
Also it allows for most of the media convergence.
Now lets look at digital devices/platforms that now play games mainly i-Pod Touch,
i-Pad and Smart Phone.
This opens up a huge new market for games companies as there is a limited
amount of people who would buy a handheld machine that only plays games (DS,
PSP) but nearly everyone has a phone that can play games. Because of this
technological convergence everyone who has a phone is a potential gamer.
As mobile games are often simple and cheap to make (compared with console
games) this allows small, independent developers to make money from making
games without the need for publisher funding or worrying about the cost of
distribution. (This is much the same as developer creating content for Xbox Live
Marketplace and the PS Store).

8. CONSUMPTION
How have yours and others gaming habits changed due to the changes in the
industry?
Where do you get your games?
Still from the shop?
Do you download?
Stream online?
Get them through piracy?
Where you do play your games?
In the bedroom? On the bus? In the lounge?
Who do you play your games with? Your mates? Your mates online? Strangers
online? With your family? On your own?
What do you do you make the game your own (become a ‘prosumer’)? You could
customise the game (costumes, levels, types of games played)? Do you create
content and share it with others? Do you modify the game?
Other stuff to mention Machinima – making films from games e.g. Red vs Blue, the
contributions to Rockstar TV.
Cos-Play – dressing up as games characters, role playing and using games to
create fan fiction etc.
Modification – modifying game code to create new types of games.
Professional gaming – playing Starcraft has almost become a sport in Korea