Exam Preparation Task- Question 6

6. What is the importance of cross media convergence and synergy in production, distribution and marketing?

The importance of of cross media convergence in production, distribution and marketing is that you can access different audiences in different ways, for example; GTA 4. To market this game it had to be available to all the different types of people who would be interested in it. The used both old and new ways of interesting the customers to the game. They used both old and new ways of marketing this product to the customers, for example; billboards and posters which are an older way of marketing but still available for all to see and trailers. The trailers which were used were very similar to a film trailer. Another way in which they would have gained more gamers is by releasing each trailer at different times, each containing more information about the game which gave the game a film like feature but also a series which made the gamers come back for more and wanting to see/know more about the game.

An example of Synergy in Guitar Hero is that as well as the game being released as a video game on the Nintendo Wii, PlayStation 2, PlayStation 3 and Xbox 360,there were also arcade machines released which allowed gamers to be able to play together in social/ public places (arcades). Another example of synergy with the Guitar Hero video games is that after the release and success of the video games; Key rings, Posters and Toys/ Figures were available to the gamers to purchase. This would have increased awareness of the game. Another use of synergy for the game Guitar Hero World Tour is the use of celebrities in the advertisements. This would also increase the awareness of the game but it would help to market it as it shows all of the celebrities playing and enjoying the game.


Kobe Bryant, Alex Rodriguez, Tony Hawk and Michael Phelps playing on the Guitar Hero World Tour Video Game.


Heidi Klum playing on the Guitar Hero World Tour Video Game.

My favourite game advert analysis

This an advertisement for the New Super Mario Bros Video game on the Wii.

I think that this advert is is effective as the first piece of information that the viewer will know is that it is a multi- player game. The advert shows 4 friends all playing the game together and having a good time whilst playing. It also shows clips of the game that the players are talking about.

I think from watching the advert that this game is aimed at an older male audience (20+) but from looking at the clips of game footage it looks like it would attract a younger audience as it has bright colours and a fun tune throughout also the game does not look too challenging. As its a multi player game it will attract more people to play with friends.

Marketing Terms

Marketing: selling; the exchange of goods for an agreed sum of money. The commercial processes of promoting, selling and distributing a product or service.

Viral Marketing: A technique that is based on the assumption that people will share interesting and entertaining content. Videos, clips and the Internet are often used to create word-of-mouth 'buzz' for a new product or service, gaining exposure that is often more valuable than traditional advertising. Produces an increase in brand awareness.

Guerilla Marketing: A technique that creates a 'buzz' through unconventional and unexpected marketing activities on a low budget.

Specialist Press: When the press are specialised in a certain area, I.e. gaming magazines (ps3)

Mainstream Press: A wider type of press, I.e Newspapers (The Times).

Production of Guitar Hero IV:World Tour

Guitar Hero World Tour (initially referred to as Guitar Hero IV or Guitar Hero IV: World Tour) is a music video game developed by Neversoft and published by RedOctane and Activision. It is the fourth main entry in the Guitar Hero series. The game was launched in North America in October 2008 for the Playstation 2, Playstation 3, Wii, and Xbox 360 consoles, and a month later for Europe and Australia. A version of World Tour for Microsoft Windows and Apple Macintosh also released in December 2009.

Sytstem: Wii

No.of players: up to 8 players

Release: Oct 27, 2008

Publisher: Activision

First Task

1. What did you like about the game?
2. Who is the game aimed at?
3. What do you think of the content/game experience?
4. I there any potential issues?
5. Any references to any other media industry? ie music film
6. Similarities between the games?
7. Which Console? Why it was released on this?

Red Dead Revolver

1. Shooting the enemy and adventuring around the different locations of the game whilst trying to complete the levels.

2. The certificate is 16+. Although it is this for 16's and above I think that children of a younger age would enjoy it as it is easy to understand (well instructed) and the graphics are clear.

3. I think that the game experience started off slightly boring but as the game went on and got more difficult it got more interesting. For example, the more difficult it got the more enemies appeared allowing you to shoot and kill them.

4.At the beginning of the game the instructions were difficult to understand but got more understanding as the game went on.

5.The game has a very western look, which is similar to western films etc. This would make it more appealing to certain types of people.

6. I did not think that this game was very similar to any of the other games played in the lesson.

Table Tennis

1. The game has good and clear graphics.

2. The game is aimed at sports enthusiasts and people who enjoy table tennis.

3. The overall gaming experience was very difficult.

4. An issue of the game is that it was difficult to see the direction of the ball making it difficult to judge where to hold the racket.

5. It had a reference to sport which would make it more appealing to people with an interest in sports.

6. I did not think that this game was very similar to any of the other games played in the lesson.

7. X Box- It had clear graphics and the X Box may have been the newest console for it to have been released onto.

Midnight Club L.A

1. Fast Pace, Good Graphics

2. People who enjoy racing games.

3. Fun, Fast and challenging.

4. Could encourage bad driving.

5. Reference to Radio, played and could change songs.

6. Was slightly similar to GTA: Vice City- in a car, looked similar (location etc)

7. PS3- Newest console to be released onto.

Grand Theft Auto: Vice City

1. A lot to do, missions etc.

2. 18+ older audience

3. Fast pace, Fun, Missions

4. Could encourage violence- Able to fight.

5. Reference to radio, played and could change songs.

6. Was slightly similar to Midnight club L.A - in a car, looked similar (location etc)

7. PS2- Newest console to be released onto.

Canis Canem Edit

1. Difficult to understand objective of game but once played it became easier to understand.

2. recommended 15+ but i think it could appeal to a younger audience - teaches morals (not to fight, authority- teachers).

3. Fun once understood how to play.

4. Difficult to understand games objective.

5. References to songs, music.

6. I did not think that this game was very similar to any of the other games played in the lesson.

7. PS2- Graphics did not need to be played in great definition- XBox or PS3.