Explain the impact of digitally convergent media platforms on video game production, distribution and consumption. Refer to Minecraft to support your answer
The nature of the game and development in Java has
meant that there are several rival and clones to the game
Minecraft. 'Castle Miner' is just one example
of a game with remarkable similarities and there is much
scope for debate about how you go about copyrighting
ideas if everyone is using open source software. Indeed,
when Microsoft purchased Mojang there was a surge in
clone titles for rival consoles, such as Nintendo (who did
not officially receive versions of Minecraft at the time)
including Battleminer for the Nintendo 3DS. Notice
the slight variations in story narrative and the glaringly
obvious similarities. One could argue that Minecraft was
simply the right version of a block building game at
the right time; it also highlights the importance of the
emerging portable device market and capitalising on
audience desires.
The development of Minecraft in 2011 came at a time when video gaming was increasingly focusing on online and
multi-platform gaming, a response to the rise of gaming on a range of devices, other than consoles. Digitally convergent
media platforms opened up opportunities for games distributors to reach a wider audience of non-traditional gamers
who game on media devices such as phones and tablets. This is evidenced by the media convergence that enables
digital distribution and global access which hitherto had not been available. This was exploited by Persson in the
distribution and circulation of Minecraft, meaning fewer master copies of the game were needed. Minecraft became a
multi-platform game aimed not just at PC gamers but those who own smartphones, Microsoft X Box consoles and handheld
devices, for example.
Not only did Minecraft and its production company develop online distribution which saved costs, it also struck deals
with Nintendo, the largest game software seller, and Sony, a hardware manufacturer and global conglomerate. By 2014
the intellectual property rights were acquired by Microsoft, an American multinational technology company. These
gaming giants and technology companies had a vision for a product, Minecraft, which could be globally distributed
and marketed through its community. In addition to the sales of hardware or software, Minecraft ‘gamers’, like any other
media audience, could be sold games, add-ons and a whole range of merchandise including Minecraft magazine,
t-shirts, mugs, calendars, backpacks, hoodies, ties-ins with Lego, Minecraft mini-games, and a proposed Minecraft movie
in 2019 (with Warner Brothers film studio). This is an example of how Minecraft had multiple conduits of revenue for
its product, not only in the gameplay but, also through merchandising, and in a very short space of time it was able to
develop itself as a leading brand of computer game.
The Microsoft Minecraft market place allows users to buy other
features of Minecraft online, such as a new realm, story mode or modification. This online marketplace is a virtual store
making it easier for Minecraft’s community to shop for its products.
Digitally convergent media platforms had a significant impact on the distribution of Minecraft and its promotion to an
audience, allowing it to maximise profits. Recent additions include The Minecraft: Story Mode available via Steam. Steam
is developed by Valve Corporation, which offers digital rights management, multiplayer gaming, video streaming and a
social networking service. Steam can be considered the equivalent to an online video games store, comparable to the
internet platforms iTunes or Amazon.
Online fan communities have enabled Minecraft’s audience to have an active voice
in its on-going production through detailed feedback and commentary on modifications and also beta testing through
social media such as Facebook and YouTube. In addition, Minecraft has a Twitter account which documents game
developments for its users.
Minecraft has tapped into the potential of the audience to ensure that the audience were engaged in its development.
Minecraft allowed users to create new in-game content via beta testing processes, producing shareable, downloadable
game modifications, called mods and producing texture and resource packs – such game development at the level of
exchange is made possible by a cloud based platform where the transfer of data is now two-way and quick.
With digitally convergent platforms the biggest threat to the video games industry is piracy via leaked content that is playable across a number of platforms. However, video gamers are comparable to film fans in that they are willing to
pay for game content, but will also share elements for free. As the cost of Minecraft is kept low and accessible to many
audiences due to convergent media practices, and combined with the attitude of Minecraft that gamers will share and
develop content – a philosophy that comes from the founder Marcus Persson - piracy of Minecraft is not as much of an
issue as with other video games. Minecraft’s embracing of online distribution and exchange offers value for content for
its users – not only in the gameplay and shareable features but in the presence of its community. It does not just sell
digital copies of a game but also packages an online experience for them. Of course, with the backing of Microsoft and
the development of Occulus as a virtual reality headset game, Minecraft is now being packaged as a premium games
experience and one that cannot be copied digitally.
Minecraft now has a global mass market audience and the game is highly successful. The takeover by Microsoft enabled
Minecraft to be delivered by the world’s leading technology company, reliant on providing instant and online access
to the game, without the need for console-based technology. The success of Minecraft has been due to its ability to
distribute and circulate engagement amongst its users – not just gaming fans but also non-traditional gamer audiences
using digitally convergent media.
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Explain the impact of digitally convergent media platforms on video game production, distribution and consumption. Refer to Minecraft to support your answer
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