Video Games

 5/11/24

Video Games

L/O: To explore the history and context of video games.

Gaming Industry

• Video games are a relatively new media form.
• Since the 1970s they have has massive media growth. This has been due to rapid technological development - graphics, interactivity, consoles, internet etc.
• In recent years, the diversity of game genres and platforms on which they can be played has meant an explosion in the gaming industry. 
• Gaming has become way more accessible to a lot of people.
• In 2014, the video games market was predicted to reach a revenue of around 280$bln
• The Video Gaming industry is massive

1970s: Space Invaders - single player games, basic, no narrative, mainly arcade 

1980s: Pac Man, Donkey Kong, Zelda, Game Boy - single player arcade games evolving into handheld consoles, increasing graphics and narrative

1990s: Warcraft, Mortal Kombat, Sonic, Solitaire, Tomb Raider - Increased narratives and graphics, multiplayer games

2000s: The Sims, Xbox, Steam, Nintendo DS, WiiFit, AngryBirds - massive graphics improvement, developed storylines

2010s: MineCraft, Skylanders, Oculus, Pokemon Go, Nintendo Switch, Fortnite - far more advanced, more diverse, streaming, online gaming

Major changes that have occurred to video games since the 1970s: 

• Improved graphics
• Advancement in technology
• Internet
• Consoles/mobile gaming
• Interactivity
• Processing power

1. People can use platforms such as smartphones, Nintendo Switch, Xbox, Playstation, PC and more to play games on.
2. Smartphones are a popular way for people to play games as almost everyone now has access to them, it contains free games, and you can play it anywhere, so it is the easiest method.
3. Technological developments have caused the gaming audience to become more diverse, as more people have access to consoles to play games on.
4. Smartphone games that are free to play make money through adverts and in-game purchases.
5. Augmented reality is the addition of digital information to a real life environment, e.g Pokemon Go. 

Virtual reality is a fully digital world, whereas augmented reality is an amalgamation of real life and digital environments.

Uses & Gratifications Theory

• Personal Identity
• Information
• Entertainment
• Social Interaction

Roblox 

Platform: Mobile, console 

Personal Identity: Dress your character like yourself 

Information: Does not apply

Entertainment: Escape into fun games 

Social Interaction: Chat online with others

Minecraft

Platform: Mobile, console, PC

Personal identity: Creative mode allows player to express themselves

Information: real life implements in game

Entertainment: Create a world and play with endless possibilities

Social interaction: play online with friends

Homework

Explain why audiences play video games. Refer to the uses and gratifications theory in your response.  [12]

USE THIS STRUCTURE TO ANSWER THE EXAM QUESTION:

• Explain what the uses and gratifications theory is.
• Entertainment – explain what pleasure audiences get from playing video games and give an example.
• Personal Identity – explain how audiences might use video games to construct their own identity and give an example.
• Social Interaction – explain how audiences can communicate with each other through video games and give an example.
• Information – explain how audience could gain knowledge from playing video games and give an example.

The Uses and Gratifications Theory (U&G Theory) applies to the audience that plays video games, as the theory suggests that they take an active role in using the media. For example, audiences may play video games for personal identity, as they may find characters within the game relatable, or they may be able to customise their character to express their identities, e.g Roblox allows players to personalise their avatar with a wide range of accessories. Furthermore, another example of U&G is the fact that audiences may play video games for information, though it is a less common reason, survival games such as Minecraft have real-life implements in the game that may hold information about certain real aspects of the world, like how you are able to identify many existent rock ores and their "rarities". Moreover, another way in which the U&G Theory applies to video game audiences may be that they use the game for entertainment, as they provide escapism from the hum-drum of their everyday lives, where they can be transported to a different world: an example of this could be The Legend Of Zelda, where players are whisked away to a fantasy world where they explore foreign lands. Lastly, audiences may utilise video games for social interaction, to communicate with their friends. An example of this could be Fortnite, where one can voice chat with their team and make friends. 

8/11/24

Case Study: Fortnite

L/O: to research the case study and explore the context of video games

Do Now

1. Graphics have become better and so have storylines since 1970
2. Augmented reality is the alteration of the real world with digital
3. They can talk to their friends online - social interaction
4. They might relate to a story character - personal identity 
5. Entertainment meets every U&G 

Research Task

1. Epic Games produces Fortnite
2. Fortnite has been around for 7 years, since 2017.
3. The game has made $26 billion.
4. In Fortnite, there are: Battle Royale, Save the World, Fortnite festival, Creative
5. In Fortnite, the players have to battle the other 99 players after being dropped out of the Battle Bus before the storm closes in, in order to win a Victory Royale.  
6. Fortnite is an online multiplayer Battle Royale game, and construction game
7. On social media platforms such as Youtube, creators can upload and live stream Fortnite content. 
8. Fortnite allows users to play together by using online servers, so users are able to join teams and chat with others: solo, duo or squads. It can also be played across different platforms.
9. Fortnite is so successful as it is a free to play game, so everyone has access to it.
10. Fortnite U&G:
1. Personal identity - you can purchase "skins" for your character that may reflect ones appearance, creative mode
2. Information - does not apply
3. Entertainment - with weekly updates keeping players engaged, Fortnite offers a sense of competition to win the game, making it interesting to play and improve one's skills.
4. Social interaction - users can join teams with friends and voice chat with each other

Epic Games

• Epic Games was started by Tim Sweeney in 1991.
• Epic Games use an operating system called Unreal Engine to develop Fortnite. They have made this available on their website, and encourage audiences to use it to develop their own games.
• Epic Games owns video games developer Chair Entertainment and cloud-based software developer Cloudgine, and has sub-studios in the UK, Japan, and Germany
• Tencent - a Chinese investment company focused on internet and AI development - bought a 42% stake in Epic in 2012.

Exploring Context

Do violent video games make people more violent?

• The relationship between video games and audiences has been a controversial area, with many moral panics.
• These ranged from fears that violent video games encourage copycat behaviour, to worries about addiction and the amount of screen time that is healthy.
• Fortnite, when compared to other successful titles like GTA or COD contains very little explicit or realistic violence, and the cartoon-like graphics also make the game suitable for younger players.
• In addition, there seems to be very little racism or misogyny expressed by the players compared to other video games - perhaps because free players are randomly assigned race and gender skins at the start of each round.

Prince Harry : "Its created to addict, an addiction to keep you in front of your computer for as long as possible. It's irresponsible." 

• I partially agree with his statement, as these games are inherently trying to keep players engaged in the game, but I don't believe that they are trying to negatively affect their audience with something as serious as "addiction".

Violence and video games: "There is no link between aggressive behaviour and video games"

• I mostly agree with this, as even if the video game is violent, this does not mean that it will cause its audience to be violent, it just depends on the existing mental state of the user on how it will impact their cognitive functions and even possibly anger management.

12/11/24

Regulation

L/O: to explore how video games are regulated

Do Now

1. Epic Games produces Fortnite
2. You can play Fortnite Save the World
3. Unreal Engine is the operating system used to create Fortnite
4. A moral panic is where people have concerns over the morality of something fear that something evil threatens the values or wellbeing of society
5. Regulation is the law over something / the act of controlling something

PEGI Ratings

PEGI-18

The adult classification is applied when the level of violence reaches a stage where it becomes a depiction of gross violence, apparently motiveless killing, or violence towards defenceless characters. The glamorisation of the use of illegal drugs falls into this category too. 18 games may also contain explicit sexual activity.

PEGI-16This rating is applied once the depiction of violence (or sex) reaches a stage that looks the same as would be expected in real life.

PEGI-12

This category includes violence towards fantasy characters or non-realistic violence towards human-like characters, sexual innuendo or posturing, mild bad language and/or gambling.

PEGI-7

Game content with scenes or sounds that can possibly frightening to younger children and very mild forms of violence (implied, non-detailed, or non-realistic).

PEGI-3

Content is considered suitable for all age groups, should not contain any frightening images or sounds.

Fortnite has a PEGI rating of 12 for "frequent scenes of mild violence". It seems that parents are more concerned with issues surrounding addiction than the levels of violence. 

How is the video game industry regulated? Refer to Fortnite to support your answer. (4)

• The video game industry can be regulated using PEGI ratings - 3, 7, 12, 16 and 18. 
• These ratings differ as they increase based on the level of sexual content, violence and addiction, and how realistically they are depicted. 
• For example, Fortnite has been awarded a PEGI-12 rating due to the frequency of violence in the game, so is deemed unsuitable for those under 12, but is not a PEGI-16 as this violence is not explicit or gross.  
• In the UK, the GRA uses PEGI to rate their games.

Video game ratings are mandatory. In the UK, the Games Rating Authority (GRA) - which is part of the Video Standards Council - rates games using the PEGI system. 

Technology

Convergence 

• One of the things that have made Fortnite so popular is the ability to access the game from anywhere. Not only this, but you can move, mid-game, between devices without interrupting game-play. This is a good example of technological convergence.
• Fortnite is also a good example of cross-media convergence. Fortnite is the most viewed game on YouTube and has also used streaming platforms like Twitch to broadcast live competitions.

Technological convergence - the unification of devices that are originally unrelated

Cross-media convergence - the operation of something across different social media platforms simultaneously 

Convergence - making a product available across different platforms, in order to reach different audiences

Collaborations

• Technological advances also means that collaborations with a range of brands are far easier

Fortnite has collaborated with:

• Stranger Things
• Marvel
• Star Wars
• Ralph Lauren
• Lego

Synergy

• In collaboration with Marvel, there was a special Avengers: Infinity War segment and a tie-in with Godzilla. The format of Fortnite means that any kind of costumes, weapons and games can be introduced to keep the game fresh.
• Films/TV/record labels/ sports can promote their brands to over 20 million players whilst famous collaborations keep Fortnite in the news and social media.
• Epic Games has a good relationship with various non-gaming celebrities such as Drake. This helps to promote the game beyond the traditional gaming market.
• By Fortnite collaborating with these other brands, it opens up their audience to the other brand's followers to the game, and vice versa.

Synergy = two brands that cooperate with each other to produce a greater effect among their audiences.

Dyer's Star Theory

• Star theory refers to the idea that celebrities are commodities manufactured by institutions. Dyer believes that celebrities are constructed to represent 'real people' experiencing real emotions in order to relate to audiences and sell products such as films or music.

Explain how convergence and synergy benefit the Fortnite brand. (12)

Convergence benefits the Fortnite brand because it makes the game available across many more platforms, meaning that it can reach a wider audience (which is the main aim) and ultimately make more profit, as though it is free-to-play (which is a big attractor), many players are attracted to the game through the events and skins that you pay for. Furthermore, cross-media convergence benefits Fortnite as it almost advertises it on more platforms, such as YouTube and Twitch to live stream gameplay and competitions to entice audiences. YouTubers may also help Fortnite, playing into the Dyer's Star Theory as they are used to widen Fortnite's audience but also sell products to these audiences. 

Synergy benefits the Fortnite brand as it helps the game to expand its audience to people who may not have considered playing it before - ultimately gaining more active players. Moreover, an example of this could be how Fortnite has collaborated with Drake, who is a non-gamer, yet it promotes not only Drake's brand to Fortnite's audience but Fortnite can widen its audience beyond the traditional gaming market; a Drake event or skin entices his fans to play and spend money on the game to obtain these items of the artist, which makes Fortnite profit. Another way in which synergy benefits Fortnite is that it keeps the game in the news and trending, as these various celebrities and films that it collaborates with would be considered popular and boost Fortnite's presence on social media. This links to the Dyer's Star Theory, as Fortnite utilises the constructions of these celebrities in order to relate to audiences and sell them products. 

9-10/12 = find more reasons 

15/11/24

Video Games - Money

L/O: To explore how the gaming industry is funded

Do Now

• Synergy is the term for mutual advantages gained when multiple companies / elements work together
• Technological convergence is when lots of features from different machines / technologies are merged into one item / unit, e.g a phone.
• The PEGI system is used to age rate games
• GRA stands for games rating authority
• Regulation is to have control over something

How can video games make money?

• Currency
• Subscriptions
• Adverts
• Collaborations
• Shops
• Passes
• Customisable mechanics
• Not free to play
• Microtransactions
• In game purchases
• Exclusive / limited items
• Merchandise
• Tie-ins
• Buying rights of a game - TV production
• Buying a license of a game - TV production
• Sponsorships

How can battle royale make money?

• Fortnite is an example of the 'Games of a Service' (GaaS) model - where there is a constant revenue stream from players buying in-game purchases called 'V-bucks' that can be spent on their customisable avatars used in battle royale
• Skin
• Cosmetics
• Pickaxes
• Some of these are 'micro transactions' where players pay for cosmetics rather than 'grinding through' the gameplay to score and earn them.
• Fortnite offers players 'battle passes' and then a drip-feeds limited edition and exclusive content to these players over the course of the season.
• Fortnite has a crew subscription mechanic that allows player to buy a monthly subscription which includes bonus content as well as giving the battle pass an cosmetics to players
• Fortnite is the #1 streamed game on majority of platforms, creating revenue
• Fortnite world cup - large streamers play in a worldwide tournament in battle royale
• TV productions / companies buy licenses of Fortnite battle royale, e.g. Disney paid $1.5 billion to own 10% of Fortnite.
• Merchandise also requires a licensing deal with companies for products, such as toys and clothing, these are typically percentage deals.

The launch and success of Fortnite

• The promotional campaign targeted existing games
• The campaign (created by Fearless Media) reached 150 million users across different gaming sites.
• It had a cinematic trailer
• Makes the game seem unique and different to others
• Creates an immersive feel
• Shows what the game is about
• Parents to decide whether children can play
• Shows there is no graphic / realistic graphics
• Characters are violent against horde zombies - not humans
• Suggestive of humour, inclusivity, teamwork
• Cinematic trailers had impact
• The game gained 10 million players in the first 2 weeks following its launch
• It is still very successful

Why so successful?

Fortnite has 650 million registered players as of 2024 - 30 million active users per day.

It has generated around $11 billion in the past 2 years, averaging $5.5 billion per year.

Collaborations

One factor in its success is the integration of characters from other successful franchises, such as Marvel and Star Wars.

• For example, the Avengers 'Infinity Gauntlet Limited Time Mash-up' generated 1.2 million mentions on social media in the first two days - this synergy generates massive amounts of publicity and creates a wider audience along with revenue.

The 'buzz' raises awareness of the game amongst audiences who are not existing gamers.

Fortnite has also collaborated with Stranger Things and Family Guy.

E-sports and Events

• The Fortnite World Cup was first held in 2019. It received considerable media attention and was steamed on their Twitch channel.
• Epic now employs many professional gamers to keep the game at the forefront of the online conversation.
• Celebrity players also help raise the profile of the game and reap new target audiences.
• Fortnite has also hosted a variety of events: from festivals to 'live' concerts.
• E.g. Marshmello, Travis Scott, Ariana Grande live concerts.

In collaboration with Ariana Grande's Rift Tour, in August 2021, Fortnite scheduled a series of virtual shows in the game.

• These were publicised on their website & social through:
• Teaser Trailers
• Posts on Twitter, Instagram and facebook throughout
• RIFT TOUR quests unlocked rewards
• In-game purchases, like Ariana costumes and emotes
• News items on the website explaining how to play

• Explain how Fortnite make money and how they have remained so popular

19/11/24

Audiences

L/O To explore the appeal of video games and how the industry targets different audiences

Do Now

1. Fortnite makes money through in-game purchases and merchandise.
2. A collaboration gets Fortnite a wider audience 
3. 2 collaborations: Stranger Things, Marvel
4. Two methods of marketing games: social media, adverts
5. Personal Identity, Information, Entertainment and Social Interaction

Website

• The Fortnite website. and linked social media, is an important way for the brand to reach its audience
• The website includes information and updates about the game and links to content and social media channels that might enhance the experience of the game
• Their official YouTube channel includes reveals of the latest products, streams of e-sports competitions and behind the scenes footage.
• Fortnite also regularly update their social media accounts.

Task

1. In the homepage, there are item shops + collaborations in the first element of the website, a carousel, it also includes news, game modes and categories for creative maps. It gives the audience an enormous selection of new features to look across.
2. Limited exclusive Fortnite PS5s are featured
3. On the homepage there are collaborations with Ice Spice, iOS, Android, Lady Gaga and Snoop Dogg, Teenage Turtles
4. In recent posts, Fortnite have covered the item shop collaborations, season dates and availability on android and iOS
5. Audiences can interact with the website by looking at the daily item shop, browsing through game modes and creative maps and checking the news carousel.
6. The Fortnite Crew page is not included in the homepage because it is a small feature of the game and directly promotes spending money, which is unappealing to audiences

Ways Website Promotes Engagement

• Homepage is appealing through the use of bright, animated graphics, and the use of imperatives (commands) and exclamations. E.g "Watch Now!"
• A range of posts highlight the latest news and developments in Fortnite; for example, new characters or future events. The linked pages typically include animations, images and direct address
• Some posts further address the audience by addressing them in role.
• The menu bar includes links to pages for each mode of the game and other features like competitions and merchandise
• A link to the Epic Games website and a range of other games, increases the potential for commercial success.

The Fortnite Audience

Fortnite has used a combination of addictive gameplay, media/technological convergence and marketing to target a diverse and varied audience.

• 78% are male, 
• 22% are female
• 53% are 10-25
• 42% are in full time employment

How does Fortnite target them?

• The unrealistic violence and cartoon style graphics, along with the emphasis on construction as much as killing, make it appealing to a younger audience
• The rise of 'esports stars', mainly consumed via streaming platforms like YouTube and Twitch (where Fortnite is the most watched game) has led to players becoming major celebrities. Ninja, the most Fortnite player has over 10 million subscribers and earns over half a million a month. Ninja ranks highest in the world for social media interactions (i.e people posting or sharing using their name - no.2 is Christiano Ronaldo)
• This creates gamer celebrities that have become aspirational role-models for some audiences. The use of non-traditional gamer celebrities such as rappers and NBA athletes widen the appeal of the game. The popularity of 'Twitch Girls' (female streamers) has also appealed to women
• Fortnite's use of seasons - with rumours and gossip about future seasons - follows the cable TV and online subscription style of long-form TV drama.

People who are not committed gamers but who might also like Fortnite:

• Fans of other brands e.g Marvel
• Fans of celebrities who endorse the game or are a collaborator 

Applying Audience Theory #1 

Media effects theories are a collection of approaches and ideas that explain how media influences people.

They mainly work on the idea that audiences can be active or passive. The difference between an active audience and a passive audience is how they engage with media messages:

ACTIVE

An audience that engages with media messages by interpreting, evaluating and responding to them. They are able to question the messages and challenge the ideas they convey.

PASSIVE

An audience that accepts the media messages without question and is most likely to be affected by them. They are more receptive and less engaged.

The distinction between active and passive audiences is important because it challenges the traditional view of the media as having a one-way flow of information. Instead, it emphasises the role of individuals in shaping their own media experiences.

Ways in which Fortnite audiences are active:

• They talk to their friends about new updates
• They may question new collaborations or updates in the game - e.g new map, removed content
• Interacting with the game by playing it, deciding what they do and when
• Fortnite: Creative is a different format that allows even more creativity in designing 'skins, 'emotes' and landscapes.
• The basic gameplay of Fortnite is interactive and collaborative, encouraging players to work together. By being able to deconstruct and rebuild the game environment, players are encouraged to be creative.
• In addition, Epic Games have made their operating system Unreal Engine available to encourage the next generation of game developers

U&G Fortnite offers:

• Personal Identity: users can equip 'skins' that may reflect their appearance or express themselves
• Entertainment: users play the game to win, so keeps them entertained and engaged, escapism
• Social Interaction: collaborative nature of the gameplay, teams

Homework

Explain how Fortnite make money and how they have remained so popular. 

Use your knowledge and the notes from recent lesson to answer this question.

Try to show:

• Good, accurate knowledge & understanding of the funding model and successes
• Good, secure examples from Fortnite
• Appropriate use of media terminology

 Fortnite make money in a plethora of ways. Firstly, Fortnite is an example of the 'Games of a Service' (GaaS) model - where there is a constant revenue stream from players buying in-game purchases called 'V-bucks' that can be spent on their customisable avatars used in battle royale; some of these are 'micro transactions' where players pay for cosmetics rather than 'grinding through' the gameplay to score and earn them, which also enhances a player's experience or fixation on the game, as it entices them to keep playing and spend more time on Fortnite. Furthermore, Fortnite offers players 'battle passes' and then drip-feeds limited edition and exclusive content to these players over the course of the season, which keeps them interested in the game as well as purchasing new items. Similar to the battle pass, Fortnite has a crew subscription mechanic that allows player to buy a monthly subscription which includes bonus content as well as giving the battle pass an cosmetics to players. All of these factors that keep its players loyal to the game mean that Fortnite is the #1 streamed game on majority of platforms, creating massive amounts of revenue. Due to the immense popularity of the game, Fortnite also hold a "Fortnite world cup" where large streamers play in a worldwide tournament in battle royale, attracting many fans to watching those streams (which creates revenue on those platforms), but also may entice players into playing the game more often to try and improve their own skills in the game, to imitate their gaming idols. This applies to the 'Uses and Gratifications Theory', as it links to their own personal identity and their ultimate entertainment of the game when they have these idols. Moreover, these idols may apply to the 'Dyer's Star Theory', as Star theory refers to the idea that celebrities are commodities manufactured by institutions. These fortnite celebrities are constructed to represent 'real people' experiencing real emotions in order to relate to audiences and sell products, in this case certain skins or even tickets to see them play in these esports competitions. In addition to all of these monetisation methods, another way in which Fortnite generate profit is when TV productions and companies buy licenses of Fortnite battle royale; such as when  Disney paid to own a percentage of Fortnite, which also widens the Fortnite audience to possible new audiences. Lastly, Fortnite may make money through merchandise such as clothing or toys.