Definiton of Synergy, Proliferation, Media Convergence and Technological Convergence

Synergy is the interaction of two or more agents working together to ensure a larger effect than if they acted on their own.  Synergy can be used at a production level of a video game, which makes sure that a similar game is released at the same time. Distribution, where distributors have to organise the packaging and discs for thousands of copies of the game, and also marketing to spread the word about the new release. An example of this would be Rockstar. They used synergy in their marketing by timing the release of their first trailer to coincide with the release of the first GTA 4 magazine preview.  Another example is when Electronic Arts lauched their World Cup Game, they had a cross promotion with coke. The idea of this is that cans of coke had codes printed on them which then unlocked new game content, which then promoted coke and also Electronic Arts got the word spread about their game.

Proliferation is a rapid increase in the number of a certain type of product. This is usually because one certain product becomes very popular, for example the iPhone, which then lead to other companies making similar, touch screen phones. Proliferation occurs in the media, but also in buisness.

Media convergence is when old and new media cross in a way that media producers and media concumers interact changes. A good example of games and social media interacting is games such as Farmville. They can only exist because of media convergence as they are distributed via facebook, marketed via facebook and consumed by users on facebook. Another example is the consumption of GTA 4, as consumers have used both old and new media to alter the way they experience the game. GTA fans have created fansites and communities to share tips and experiences about their own gaming.

Technological convergence is the trend of technologies to merge into new technologies that bring together a number of different media, for example the use of the iPhone, as there are texting and calling devices mixed with the intenet, camera etc. There are three main consoles which use technological convergence; PS3, XBOX 360 and the Wii. The PS3 has different functions, DVD reader, Blue-ray  player, can store digital information (pictures, music etc), PS store and iPlayer. The XBOX 360 is also capable of reading DVD’s, theres an XBOX live store to download films, music, demos and new games, a web brower, and you can also connect to facebook. The Wii is a virtual console which allows you to download old nintendo games, online play, a web browser and iPlayer. All of these machines can play different types of media as it opens up the market, and allows the whole family to invest in family games.