Practice question Task 2 + 3

Practice question Task 1

Compare The similarities and Differences of Production, Distrbution, Marketing and Consumption of Red Dead Redemption and Our Other Chosen Case Study (Angry Birds)

In this essay I am going to answer the opening title by explaining the differences between Red Dead Redemption and Angry Birds, my two case studies.

To start with, the first part of the game production: Developing and producing the games...
Red Dead Redemption (RDR) was developed and produced by Rockstar San Diego who the original game, Red Dead Revolver from Capcom. In the development stage of (RDR) there was quite alot of media convergence, for example, the convergence of gaming and the internet lead Rockstar to create a multiplayer game that could be linked through online players. Angry Birds, however, is very much the opposite as it is only a one player game and you cannot compete online as there isn't an internet version. But one part of the development stage that the games have in common is the creation of the soundtracks: Rockstar created there own music for RDR using Western instruments and artists. Rovio (the producers of Angry Birds) also made there own soundtrack for the game, steering away from typical songs and pop music.
A third part of developing each game, was to work out what console they would be made for. Both games were very different in this stage: RDR was made for two consoles, the PS3 and XBox 360 which would have required a different script for each game. On the other hand, Angry Birds was created for the most popular hardware devices at the time: iPods, iPads and iPhones -Android devices. Although these would have needeed slightly different scripts, they wouldn't have been entirely different like the PS3 and XBox. Both games worked towards the same dead line for each version in order for a simultaneous release.
The second stage of game production is distribution. The consoles that the games are played on are also relevant in distribution. For example, RDR is played on consoles that can connect to the internet whilst you are playing the game. This enables players to play with and against people around the world and also download online content, introducing players to new characters and scenery. This very different to Angry Birds as, like I mentioned previously, you can't play multiplayer, and you cannot use the internet to play with other peolple. Similarly to RDR, Angry Birds is downloaded from the internet, but you can only download different versions of the game, not specific levels. Another area of distribution is the packaging and delivering of the games. It is very easy to compare the games in this area. RDR is a physical game that is in a hard cased form. This means that RDR copies will be delivered to and sold at retailers such as game. Angry birds on the other hand is only available to download online, from app stores on apple devices.
A third part of releasing a video game is marketing. This area is where my two case studies differ the most. To start with, Rockstar created two types of RDR, one for PS3 and one for XBox. Before RDR there was Red Dead Revolver, meaning RDR is a sequel, like Angry Birds 'Rio' a seasonal version of the game. Both games created different versions for the same time in order to have a simultaneous release (synergy, to create a larger affect). In terms of merchandise, Angry Birds certainly made more of an effort when licensing companies to release


MARKETING:Rstar created two types (synergy for simultaneous release) slightly different to ab as in two types but they did bring out merchandise.- wasnt at same time.

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Compare the similarities and differences of production, distribution, marketing and consumption of Red Dead Redemption and Café World - Amy Balchin

Compare the similarities and differences of production, distribution, marketing and consumption of Red Dead Redemption and Café World.

In this essay I will compare the similarities and differences in the production, distribution, marketing, and consumption of my two case studies, Red Dead Redemption and Café World.

Red Dead Redemption is created and produced by Rockstar, which is at the high end publishing division of Take Two interactive, which is a developer, publisher and distributor of video games.  Rockstar own the Red Dead brand, after purchasing the name and original game – Red Dead Revolver, from Capcom, and so they don’t have to pay any license fees to any other companies to use their IP.  The technology Rockstar used to create the game was their own game engine, RAGE, which is an example of media convergence. This would have saved them a lot of money, rather than paying other companies, but it would of cost Rockstar a lot in to create their own game engine in the first place. It was also good for Rockstar to have their own unique, game engine, as they wanted to create unique, realistic games. Rockstar did use Euphoria which is an animation engine, so they would have had to pay licences to use this software. Café World is created by Zynga, which is an independent social network games developer, which develops browser based games which converge with sites such as Facebook. As Zynga is a small company, bigger companies have invested in it, for example in 2010, Softbank and Google invested $300 million in Zynga, which is an example of media ownership. This would now mean that Google and Softbank have access of Café Worlds IP and can make money from the game.

During the distribution stage of Red Dead Redemption, Rockstar had to pay companies to use their systems to run the game, which is media ownership between Rockstar and the consoles producers. As Rockstar made the game for the PS3 and Xbox 360, it would have cost them roughly $3-$10 per game for Red Dead to run on their consoles. Rockstar waited for the PS3 and 360 to be released, as they are technologically converged games, meaning there are multiple products coming together to form one product with the advantages of all of them together. An advantage of Rockstar waiting for the consoles to be released was that consumers will be attracted by the consoles, as they do many things; online play, DVD, blue ray, can store digital information etc. Rockstar could also earn more money through producing games like Red Dead Redemption for technologically converged devices. On the other hand, Café World’s distribution was very different. Café World became available on Facebook on the 30^th September, 2010. A disadvantage of Café World only being available on Facebook is that users had to have a Facebook account; otherwise they cannot play the game. This could be bad for Zynga, as they could be losing consumers. A positive with Zynga producing its games for social networking sites is that it is a lot of viral marketing is happening, with people sharing the game with their friends, and the game being advertised on the site.

During the marketing stage of Red Dead Redemption, Rockstar used their own website to update the consumers about the various features of the game, which would keep the consumers excited and interested in the game. As they used their own website, the costs would have been very low, as they didn’t have to pay other sites to have coverage on their sites. An example of media convergence would be when Rockstar collaborated with a Hollywood movie director, John Hillcoat to create a Red Dead film. Viral marketing was also used with media convergence, old media marketing was spread by new media, blogs etc. Rockstar released a trailer, organized a 5 day exclusive with IGN.com and had a feature in Game informer magazine. These were all then released at the same time, which is an example of simultaneous release using synergy. Rockstar also used synergy when converging with Jose Gonzalez for the music of Red Dead Redemption. Rockstar also used synergy with their marketing with the retailers, HMV, Amazon, GAME etc. This benefited both Rockstar and the retailers, as the consumers who pre-ordered the game got extra bonuses, and so the retailers became popular. Zynga marketed Café World in terms of celebrating the one year anniversary. By giving the players a challenge with a new recipe, it promoted the game as it attracted more and more consumers to play Café World, which then lead to an increase in the game. The marketing for both games was very different, and Rockstar marketed Red Dead a lot more than Zynga did with Café World.

Consumption is the final part of the development of Red Dead Redemption. Thanks to technologically converged devices, Red Dead was available for consumers to play on the PS3 and Xbox 360. Now that the consumer has brought the game, it is up to them how they play it, but there is also a debate to whether the consumer can do as they please with the game, which has brought up issues of game hacking. Consumers of Café World can play the game online on social networking sites, which is an example of media convergence. Social networking sites are very popular nowadays, and as the game is a freemium game, it attracts even more consumers. Café World is limited on how you play, similar to Red Dead Redemption, as you have to have a flash enabled device to play, and so Apple customers cannot enjoy Café World on their devices.

Compare the similarities and differences of production, distribution, marketing and consumption of Read Dead Redemption and Farmville

In this essay I will compare the similarities and differences of production, distribution, marketing and consumption of Red Dead Redemption and my own case study Farmville.

Red Dead Redemption’s production company is Rockstar. Rockstar is a high ended publishing division who are owned Take Two, Rockstar mainly make their own money, whilst its Take Two’s stock price that is effected by the success of Rockstars games. Rockstar own the developers, Rockstar San Diego, so won’t have issues over who owns the Read Dead Redemptions IP and who can make money from it. Rockstar also have their own game engine RAGE, which means they don’t have to pay to license this software off another company, however it would have cost them a lot in the first place to buy their own game engine. In comparison in my research of my own case… Farmville’s production company is Zynga. Zynga is a social network game developer located in San Francisco and develops browser based games that work both individual and applications on social networking. Zynga is a small independent company and during production stage had to converge with social network site, Facebook, to produce a fresh new game, this game being Farmville.

During the distribution period Rockstar do not own the hardware consoles (Xbox and PS3) in which Red Dead Redemption is played on. Rockstar had to pay Sony and Microsoft to use their systems to run their games which is an example on media ownership. In contrast Zynga, creator of Farmville, filed an agreement to its form explaining its relationship with Facebook, including the 2010 five year agreement to exclusively use Facebook credits. All Zynga games that use Facebook integration must remain exclusive to Facebook for the duration of the agreement, and Zynga is not allowed to release new games on an unrevealed list of other social networks.  Not only does this explains examples of media ownership but also adds synergy, the interaction of two or more agents to ensure a larger effect than if they acted independently.

In the marketing stage of Red Dead Redemption, synergy was completed by releasing information over a number of different media types at the same time. The first look at Red dead was when Rockstar released a trailer, a week’s coverage with website IGN and did a feature in the magazine Game Informer. Showing examples of media convergence and synergy. Rockstar also used synergy with their marketing retailers, HMV, Amazon and US retailer GameStop. In likeness, Zynga joined partnership with electronics retail store best buy. The two teamed up to sell Farmville merchandise on the best buy website, has exclusive Farmville collectables. Zynga also decided to foil wrap the toys and pack them in a barn blind box style. This implies that customer would not know what ‘collectible toy’ lies inside. American websites such as Zazzle, sells Farmville products which is an example of synergy, as they are coming together with Zynga to benefit them both.
In the consumption period, once Red Dead Redemption was on sale then the consumers could play it, use and celebrate the game however they wanted. On the 26^th of October 2010, a film on the game was created (machima) which emphasised the play of the game. This affects the way producers and consumers interacted, which shows signs of media convergence. A Rockstar social club was created, so consumers can play against the developer. In contrast, Farmville was consumed through social networks only, first released to Facebook in 2009 then iOS in 2010. Due to the popularity of the game, an app was made on Apple products so they became technologically converged. The game could be played on iPhones, iPads and even iPods. 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 big consoles games like Red Dead, an example of proliferation. Farmville is also a free game, and a game you can play whenever you want, on the go, at home, on Facebook. Whereas, Red Dead is limited to game play and must be consumed through Xbox and PS3.

In conclusion, both games have similarities and differences, in each stage of development. Each game has both positives and negatives for its consumers, creators etc. 

Grace Bradbury.